Dubai's Emaar enters short-term rental home market with Ease by Emaar
Dubai-based global developer Emaar Properties has entered the short-term rental market with what is described as a “game-changing” platform launched on Wednesday called Ease by Emaar.
The platform provides travellers with the option to stay in a selection of homes throughout Dubai, handpicked by Emaar. At the same time, depending on location, investors can expect returns of up to 50 percent, with Ease claiming a 20 percent management fee.
Patrick Sheldon Wee, general manager of Ease by Emaar, said: “For guests we provide a digital-first, amazing experience and we mix both the comforts of a home with the hospitality of a hotel.
“For our investors, we give them a property management service fully by Emaar, that helps them manage their property from end-to-end and earn returns more easily.”
Guests are provided with top hospitality such as hotel-grade housekeeping and amenities, and a digital mobile concierge, ensuring they get all the information needed to experience the city. Other amenities offered include unlimited Wi-Fi, a welcome pack, and on-demand Google Smart Home devices such as Chromecasts for streaming entertainment channels and others.
Guests can also get an ‘Ease Pass,’ which provides offers and deals to the city’s major attractions. This includes U by Emaar special upgrades, discounts on Emaar hospitality restaurants, and deals to Emaar entertainment attractions such as At The Top, Burj Khalifa, Reel Cinemas and others.
Wee also stressed that the company will work on a commission-based model. “We will only get paid when the units are occupied,” he said.
Wee revealed that a pilot for the concept saw them host guests from over 50 countries, with a five out of five rating achieved almost 200 times. He also said that, while hotel guests stay on average 3.5 nights when visiting Dubai, those using Ease stayed 5.6 nights.
Emaar chairman Mohamed Alabbar spoke of “tremendous opportunities” in the sector.
For investors, Emaar-owned Ease provides an end-to-end property management service, including property setup, reservations management, guest hosting, housekeeping, maintenance, government licensing, and distribution of the listing across Airbnb, Booking.com, Expedia, Agoda, and over 50 other channels.
During the launch event, the developer also unveiled ‘South Beach’, a development in Emaar Beachfront, comprising of 1-, 2-, and 3-bedroom apartments, which will be the first waterfront development to be listed on Ease by Emaar.