Emaar strengthens footprint of The Address Hotels + Resorts across growth markets globally
Signs agreement with Emaar Misr to operate The Address Marassi Golf Resort & Spa in Egypt
· Strengthens marketing outreach in India – one of the leading feeder markets - and explores potential growth opportunities
· Targeted markets include London, Paris, New York, Shanghai, Beijing, Guangzhou, Hong Kong, Singapore, Bali, Marrakesh, Kenya and Istanbul
Dubai, UAE; March 26, 2012: Emaar Hospitality Group, the hospitality & leisure subsidiary of Emaar Properties PJSC, has announced plans to strengthen its footprint across global growth markets in 2012, flagging off with the signing of a management contract by its flagship hotel brand, The Address Hotels + Resorts, to operate The Address Marassi Golf Resort & Spa in Egypt.
Among other potential growth markets for The Address Hotels + Resorts in 2012 are India – currently one of the largest feeder markets for The Address hotels in Dubai; London, Paris, New York, Shanghai, Beijing, Guangzhou, Hong Kong, Singapore, Bali, Marrakesh, Kenya and Istanbul. The Address Hotels + Resorts plans to develop, manage and/or operate five star premium resorts in these destinations with details to be finalised in due course.
The Address Hotels + Resorts is marking its growth plans for 2012 with The Address Marassi Golf Resort & Spa, which is an integral part of the Marassi master-planned community developed by Emaar Misr, the wholly owned subsidiary of Emaar Properties in Egypt.
Mr Mohamed Alabbar, Chairman of Emaar Properties, said: “The hospitality and leisure business of Emaar has established its strong credentials in its primary market of Dubai with record occupancy levels and by contributing significantly to the Group’s recurring revenue streams.
“Emaar’s flagship hotel brand, The Address Hotels + Resorts has redefined the concepts of hotel management and operation through its ‘one size fits one’ approach, which is gaining international acceptance. Our global expansion plans are a true testament to the success of a Dubai-based brand, making strong strides internationally.”
He added: “This year, The Address Hotels + Resorts is underlining its further global expansion with the management contract to operate The Address Marassi Golf Resort & Spa, a premium luxury retreat that will set new benchmarks in the hospitality sector of Egypt. We will continue to build on this development momentum through potential expansion to other key markets across the Middle East & North Africa, South Asia, China, Europe and the US.”
The Address Marassi Golf Resort & Spa will be centrally located in Marassi, the 1,544 acre tourist resort located on the picturesque Sidi Abdel Rahman and Alamein. The Mediterranean resort is located on the most historically favoured beaches in Egypt, along the North Coast, offering a pristine beachside experience. It can also be easily accessed from Burj El Arab and El Alamein airports, both offering direct connections to major European cities.
Envisaged as a low-rise development built around an 18-hole golf course developed by Harradine Golf, The Address Marassi Golf Resort & Spa is strongly influenced by classic Tuscany style architectural features, evoking the charisma of a country-side villa with cobblestone courtyards and lavish gardens. Apart from the extensive use of stone on the walls, the courtyards will be augmented with stone and terracotta pots. The interiors are set to modern design concepts with state-of-the-art fixtures and fittings.
The resort will offer 79 luxurious and spacious guest rooms and 50 services residences all offering exceptional views of a lush green golf course. Five restaurants and lounges, modern meeting spaces, a health spa, fitness club, swimming pool, kids club, golf club house with retail, golf academy and practice range add to the appeal of the resort, which aims to attract international professionals as well as the region’s golf enthusiasts.
The hotel will complement the lifestyle choice of residents in Marassi, with the first villas in the master-planned community to be handed over shortly. Guests at the hotel will also have access to the beachside amenities in Marassi including a modern beach club.
Currently, The Address Hotels + Resorts owns and operates five properties in Dubai – The Address Downtown Dubai, The Address Dubai Mall, The Address Dubai Marina, The Address Montgomerie Dubai and The Palace – The Old Town. Last year, The Address Hotels + Resorts recorded an average occupancy of 83 per cent across its various properties, contributing significantly to Dubai’s hospitality sector’s growth.
Celebrating the spirit of The Address Hotels + Resorts - ‘Where Life Happens’ - all properties of The Address Hotels + Resorts are set in picturesque locations, offering a total lifestyle destination experience for guests. The hotels in the brand’s roster have won top laurels at the World Hotel Awards, CNBC Arabian Property Awards and Business Traveller Awards in addition to featuring in Conde Nast Traveller’s Hot List.
Emaar Hospitality Group owns and manages a diversified portfolio of hospitality assets including hotels, serviced residences, golf retreats, a polo and equestrian club, health clubs, lifestyle dining outlets and the Dubai Marina Yacht Club and Marinas.
About The Address Hotels + Resorts:
The Address Hotels + Resorts, a five star premium hotel brand, sets an all-new definition for global standards in luxury hospitality. Creating a distinct positioning with the brand philosophy of ‘Where Life Happens’, The Address properties are situated in the most vibrant locations and target corporate, leisure and group travellers – particularly the international jetsetters and global high achievers who value personalised luxury. This modern brand focuses on a ‘one size fits one’ strategy where benefits to guests and service excellence are a priority. The expansion of The Address Hotels + Resorts includes key destinations in the Middle East and North Africa region, the Indian Subcontinent, Asia, Europe and America. www.theaddress.com