Crafted to appeal to the new generation of business executives, entrepreneurs, and leisure travellers, Emaar Hospitality Group has launched its new brand, the Vida Hotels and Resorts, which unveiled its first flagship property, the chic Vida Downtown Dubai (formerly the Qamardeen hotel) located opposite Souk Al Bahar.
Since its opening in June, the brand has seen very favourable responses which company officials are confident will continue to grow. TTN corresponded with Josef Kufer, chief operating officer, Emaar Hospitality Group, to understand more about the new brand and future plans.
Tell us about brand Vida Hotels and Resorts.
Vida Hotels and Resorts is billed to be a trend-setting brand tailored to the new generation of guests. Designed with the utmost convenience and connectivity in mind, Vida Hotels and Resorts creates a stimulating environment for the younger business and leisure tourist.
How do you plan to position it alongside Emaar’s five-star premium brand, The Address Hotels + Resorts?
The new brand has been created to complement Emaar Hospitality Group’s existing portfolio of properties. With The Address Hotels + Resorts targeting high-end luxury travellers, Vida Downtown Dubai reaches out to a gap that has been identified in the market – which is young, discerning and tech-savvy travellers.
Who are your key source markets and what are forward bookings for the new hotel looking like?
Vida Hotels and Resorts will reach out to visitors from the GCC as well as Emaar Hospitality Group’s key feeder markets such as Europe, China, India, the US and other emerging markets across the world. Vida Downtown Dubai has received positive response since its opening, and we are likely to see this trend continue through the rest of the year.
What are the key features of Vida Downtown Dubai?
The stylishly redesigned hotel builds on the unique brand differentials of Vida Hotels and Resorts, where integrated technology meets personalised service. It is distinguished by a chic ambience, good food inspired by Middle East and international cuisine, and the convenience of the latest technology, including check-in via iPad and uninterrupted WiFi service. Setting new standards in ‘green hospitality’, Vida Downtown Dubai is envisaged as a paper-less hotel, with all room service orders being taken on the innovative HITV. Its 156 rooms are fitted out with flat-screen televisions, complimentary high-speed Internet access, 24-hour room service, and tea and coffee facilities.
Can we have the investment figures of the property?
Vida Downtown Dubai is part of the $20 billion Downtown Dubai development.
What has been the hotel’s biggest challenge in the lead up to its opening?
Creating a concept that has not been executed in the Middle East; with Vida Hotels and Resorts we are bringing a new dimension to the hospitality sector, tailored for Dubai.
How many Vida hotels are being planned, where all and by when?
Currently, Vida Hotels and Resorts is also overseeing Al Manzil Hotel in Downtown Dubai. Vida Hotels and Resorts will complement the growth of Emaar Hospitality Group by entering markets that both The Address Hotels + Resorts and Emaar are present in, with details of new properties being announced as and when they are finalised.