Emaar unveils hotel brand for younger generation

Vida Hotels and Resorts billed as an urban hub for inspiring minds

The vision for the first Vida hotel, Downtown Dubai.
The vision for the first Vida hotel, Downtown Dubai.

Dubai-based Emaar Hospitality Group, which owns The Address Hotels + Resorts chain, has launched a new hotel brand targeting the younger business and leisure tourist.

Unveiled ahead of Arabian Travel Market, Vida Hotels and Resorts is billed as an “urban hub where inspiring minds stay, play and connect”.

Emaar Properties chairman Mohamed Alabbar said: ““The profile of today’s global traveller is changing, with a more youthful, upwardly mobile audience now seeking a distinct hospitality experience to suit their needs. Vida will add life to the hotel stays of this increasingly important tourist community, delivering an intimate touch but also the freedom they expect”.

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He added: “Five years ago we launched The Address Hotels + Resorts, our five-star premium hotel brand, now acknowledged globally for its peerless standards. With the introduction of Vida Hotels and Resorts, we are creating a brand new concept in inspired living, elegant yet simple, and a new urban hub for the discerning traveller.”

The first Vida Hotel will be a conversion of the Emaar-owned and operated Qamardeen Hotel in Downtown Dubai, previously managed by Southern Sun.

Re-named the Vida Downtown Dubai, this hotel will also oversee the operations and management of the neighbouring Al Manzil Hotel.

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