Emaar launches new hotel brand aimed at younger travellers

Vida Hotels and Resorts, which means 'life' in Spanish, is the second hospitality brand to be launched by Emaar following the success of its The Address brand.

Billed as 'an urban hub where inspiring minds stay, play and connect', Emaar plans to roll out the new hotel chain in its key global markets, starting with Dubai. The first Vida property will open in Emaar's master-planned community Downtown Dubai on the site of the hotel formerly known as the Qamardeen, and the team at the new property will also oversee the operations of the neighbouring Al Manzil Hotel, Emaar said.

The developer said Vida Downtown Dubai will offer 156 rooms, along with 'services and an ambience designed to appeal to the younger generation'. These will include "good food inspired by the Middle East", "check-in via iPad" and "uninterrupted Wi-Fi".

"The profile of today's global traveller is changing, with a more youthful, upwardly mobile audience now seeking a distinct hospitality experience to suit their needs," said Mohamed Alabbar, Chairman of Emaar Properties. "Vida will add life to the hotel stays of this increasingly important tourist community, delivering an intimate touch but also the freedom they expect."

He added: "Five years ago we launched The Address Hotels + Resorts, our five-star premium hotel brand, now acknowledged globally for its peerless standards. With the introduction of Vida Hotels and Resorts, we are creating a brand new concept in inspired living, elegant yet simple, and a new urban hub for the discerning traveller."

Last week, Emaar revealed that its hospitality and leisure business contributed $114m - or 20% of the company's total revenues in the first quarter of 2013. The properties belonging to its The Address brand reported an average occupancy rate of 91% over the same period, the developer said.