By Niina Johanna LemettiläThe Address Hotels and Resorts is a hotel group belonging to the Emaar Hospitality Group, which was founded in May 2008 as a part of Emaar Properties PJSC’s vast portfolio. Emaar Properties PJSC is a Dubai based real estate developer with a global presence in multiple industries such as hospitality, leisure, retail, healthcare and education. The group’s aim is to become a global provider of premier lifestyle and its project certainly supports this goal. The Address Hotels and Resorts include serviced residences, golf resorts, polo and equestrian cub, recreation/fitness clubs and yacht club and a marina. The world’s tallest tower Burj Khalifa together with the Armani Hotel are also a part of the group’s hotel portfolio.
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The Address Hotels and Resorts’ aim is to become a globally recognized luxury lifestyle brand within 10 years from its founding and so far it is moving in a good speed to achieve the goal. At the moment The Address has five properties in Dubai: The Address Downtown Dubai, The Address Dubai Mall, The Address Dubai Marina, The Address Montgomerie Dubai and The Palace Old Town (managed by The Address), and it has eight properties under design and development. One of them, the first in Europe, The Address Domaine le Lavagnac, is located in South East France.
Design is one of the most important parts of The Address hotels’ image. Each property is unique. The design supports the brand’s positioning as a modern, young and trendy hotel group targeting the “social CEO” segment in the market. The Address Hotels and Resorts was founded as a gap in the market was noticed. The hotels offer an alternative, yet luxury, experience by following a “one size fits one” strategy and concentrating on benefits rather than features. An example of the uniqueness of The Address will be the name by which the receptionists are called at the property - the lifestyle managers. The hotels really strive to provide the guests with personalized service that meets the guests’ needs.
The “one size fits one” strategy does not only apply to the guests but also to the employees. The hotels are very particular in finding personnel that will enjoy their work, be committed and motivated. Management trainings for instance are tailored according to the trainee’s prior experiences and cover most of the departments in the hotel.
At the moment The Address Hotels and Resorts is mainly know in Dubai and the region but looking at the impressive expansion plans that include France, Morocco, England, China, Egypt and the USA, to mention few, I’m sure they will soon be globally acknowledged as a luxury lifestyle brand.
To learn more about the company please follow the link below:
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