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Mon 2 Jun 2008 04:00 AM

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The Address: Emaar’s new hotel brand

Emaar Hospitality Group has unveiled its new hotel brand, The Address Hotels and Resorts, with three properties slated to open in the next seven months in Dubai.

Emaar Hospitality Group has unveiled its new hotel brand, The Address Hotels and Resorts, with three properties slated to open in the next seven months in Dubai.

Planned properties include the 143-room and 57-suite The Address, Dubai Marina; the 244-room The Address, Dubai Mall; and the 196-room and 25-suite The Address, Downtown Burj Dubai.

The brand sees the group, which currently owns several assets run through management contracts with companies such as Accor and Southern Sun, move into the operator role.

According to the group's managing director, Richard Riley, the critical element of designing the brand was "creating the right differentials and offering real value to our guests".

"The Address is the end-product of extensive research and market studies," he explained. "It required the input of several components, starting with the brand's identity and name, along with several other features.

"The Address is all about creating the best service, in the best location, with the best benefits, in each and every property. That is also the most significant brand diferential that we have.

Our positioning is ‘where life happens'. We will be more personable, we will be more approachable, and we will be experiential for our guests."

Riley predicted the brand would be internationally represented in markets where Emaar Properties has a footprint.

Group chief executive Marc Dardenne promised the brand would stand out in an increasingly cluttered marketplace because of its mantra to "break the rules".

"After 28 years in the business, you realise that there are a lot of ‘rules' that you have to follow in the industry, but you don't stop and think about what the customer actually wants," he said.

"So we have to break the rules and make sure we give the customer what they want.

"The first briefing we had with our staff, we said ‘don't take the flash-drive from your company that you used to work with' - forget about it. We are starting something from scratch and we are making sure the customer is in the middle of it.

"We don't to be another hotel brand that is already out there - nothing against them because they are great - but we want to find our own niche and that is really what the market wants."

Riley said the team putting the brand together had been given the luxury of time to examine guest processes and experiences in order to refine them where possible.

"I don't think anyone in this room likes going to a front desk and standing in a queue while they wait for a room," he added. "Our goal is to never allow that to happen - how we do it, you will have to wait to find out.

We have gone through every process and worked out where we can improve on them and make them more efficient. We are trying to make it so our guests don't notice it."

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