Emaar Hospitality Group's mid-scale Rove Hotels will be extending its brand portfolio with the creation of Rove Home, designed specifically to target the extended stay segment, Rove Hotels director of operations Paul Bridger revealed to Hotelier Express.
According to Bridger, as a brand extension of Rove Hotels, Rove Home will essentially share the same 'DNA', with a similar focus on design, connectivity, local neighborhood emphasis and accessible price points, but "targeting longer stays".
"Rove Home will add a new dimension to the extended stay accommodation market in the same way that Rove Hotels has," Bridger added.
Details of Rove Home's future pipeline will soon be announced by the company.
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