The Address to elevate Dubai status


THE opening of The Address Dubai Mall later this year will in all likelihood launch an increase in consumer interest and be an added boost to Dubai’s hospitality sector, according to Marc Dardenne, CEO of Emaar Hospitality Group and Emaar Hotels & Resorts.
“The opening of the new hotel further proves that resurgence in the hospitality sector is evident. With Dubai bidding for the Olympics and other exciting upcoming city wide projects there is plenty to look forward to in the sector,” he said.
The third property in the emirate for the group will have an introductory opening rate in line with the current special summer rates offered by The Address Hotels & Resorts, which include complimentary fast-track access to The Dubai Mall’s leisure attractions.
“We expect that occupancy figures will gradually increase over time as awareness builds of the new property and the excellent guest benefits it provides,” said Dardenne. 
Asked how the business prospects were in the light of the recent global recession, Dardenne believes that the hospitality sector in Dubai was resilient and innovative enough to overcome these challenges. “Stimulus measures have been introduced by governments around the world to boost customer and business confidence. The signs of resurgence in the hospitality and leisure sector are already visible. While there could be shifts in terms of visitor profiles, we are confident that Dubai has the right fundamentals for growth,” he said.
Emaar Hospitality Group’s plan to extend to new markets are evident. “In addition to opening The Address Dubai Mall this year, we will also open our fourth hotel, The Address Dubai Marina. We will continue to focus our development efforts in the region as well. The Middle East and North Africa region, as well as the BRIC (Brazil, Russia, the Indian Subcontinent and China) countries are promising markets for us in 2009,” said Dardenne.