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Tue 1 May 2007 12:00 AM

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Tiara’s jewels for Dubai

New "luxury hospitality concept" Tiara Hotels and Resorts will stamp its presence on the Dubai hotel market with properties earmarked for The Palm Jumeirah and Sheikh Zayed Road.

New "luxury hospitality concept" Tiara Hotels and Resorts will stamp its presence on the Dubai hotel market with properties earmarked for The Palm Jumeirah and Sheikh Zayed Road.

The company, a subsidiary of UAE-based Zabeel Investments, expects the five-star 391-room Tiara Palm Jumeirah to open in summer next year as part of the 15-storey Tiara Residences, which includes 644 apartments.

The 370-room Sheikh Zayed Road property is planned to open in winter 2009 next to the Emirates Holiday building.

Tiara chief executive Danny Haddad said the company would expand internationally, but would not put a timeframe on its expansion.

Tiara's statement announcing its launch said the company aimed to operate properties "in key gateway locations" in the Middle East and worldwide.

"We felt there was definitely room for a new brand to come into the market that would appeal to the new generation of travellers coming through; they are more sophisticated, knowledgeable, demanding and affluent," Haddad said. "It's a five-star hotel concept that we are trying to launch, catering to leisure and corporate needs, but getting away from the formulaic nature of other luxury properties.

"The next generation of travellers is moving away from the traditional sense of luxury; they want a deeper relationship with their brands and hotels. We will edit the best of the best to give them a totally individual and enriching experience," he concluded.

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