Emaar's mid-market brand re-named as Rove Hotels
The 'affordable' hotel brand developed over the last 18 months by Emaar Hospitality Group and Meraas Holding has been given a new name, Rove Hotels, with the partners looking to open 10 hotels in Dubai and the region by 2020.
Rove Hotels has been designed as a lifestyle, value proposition for “the young and young at heart”, offering the latest technology and cultural experiences.
The joint venture was originally announced in 2013 to be in line with the Dubai Tourism Vision 2020 announced by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai
The first property, Rove Za’abeel will be located opposite Dubai Mall and will feature 420 rooms across 14 floors. The foundation works have been completed, and the hotel is scheduled to open this year.
Philippe Zuber, chief operating officer of Emaar Hospitality Group said: “To be set in central destinations and bringing a distinctive new lifestyle inspired value hospitality experience, Rove Hotels will also support the preparations and hosting of the World Expo 2020.
"We have made significant progress with our first project – Rove Za’abeel – while five other properties will open in the coming years in Al Wasl, Port Saeed, Al Jafiliya, Oud Metha and Dubai Marina,”
Rove hotel rooms are 26 square metres in size, and feature a 42-inch TV screens complete with media hubs, designer mattresses and modern bathrooms. Nearly half the rooms are interconnected to cater to families, in a "comfortable yet affordable" manner, according to Emaar.
Additionally the hotels will feature contemporary and urban design with Arabesque elements and local art-pieces on display throughout the public areas.
Other services will include an e-Concierge application provided on smartphone, a self-check-in station and late check-outs.
A 24-hour gym, a pool and sun deck and a 24-hour self-service Laundromat and easy access to public transport including the Dubai Metro, bus and tram stations are further feature Rove Hotels will offer.
The brand promises to have “distinctive dining out destinations that appeal to all” with all-day dining concepts offering thoughtful food selections including Arabic, Western and Asian.
Rove Hotels will also have convenience stores on-site, providing 24- hour services and showcasing a range of amenities and food.
Last month, Emaar Hospitality Group opened Manzil Downtown Dubai, the first in a new brand with an Arabic-inspired theme. The hotel’s service is based on Arabian hospitality, with Arabesque aesthetics and culinary offerings.
Emaar Hospitality Group is the hospitality and leisure subsidiary of global developer Emaar Properties, and Dubai-based development company Meraas Holding.