Exactly one year after being unveiled, Emaar Hospitality has announced plans to take its Address Hotels + Resorts brand to Europe.
“This is the next stage of our geographical expansion and a reiteration of our growth commitment,” said Marc Dardenne, CEO of Emaar Hospitality.
The company will make its European debut in the South of France, as part of the Domain De Lavagnac development. A 17th century chateau set on over 69 hectares of vineyards and 250-year old oak parkland stands at the heart of the project, which will include homes, serviced residences and an 18-hole golf course upon completion in 2011.
In addition, the exclusive golf and spa retreat will include a conference centre capable of hosting up to 500 people.
The chateau will be converted into a 70-suite hotel. “The Address will also manage 400 serviced residences, offering the full gamut of hospitality services,” said Dardenne.
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The project is in Languedoc, an as-yet undeveloped destination on the Mediterranean coast. Despite being one of the largest wine-producing regions in the world, it not yet recognized as a centre for tourism.
“This is the first five-star tourism development in Languedoc,” Dardenne explained. “It will play a key role in developing the region’s entire tourism sector,” he added.
While the chateau will retain its traditional façade, its interiors will promote a contemporary feel in keeping with the Address brand ethos.
This follows announcements that the Address will operate a polo resort on the outskirts of Marrakech, Morocco, which is due to open in 2011. The company is also in discussions for two more projects on Morocco’s Atlantic coast, as well as hotels in Istanbul, Egypt, Syria and Jordan.
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