Complex Made Simple

Stay at a hotel fit for a super spy, or a superhero!

Ever dreamt of staying at a hotel fit for a superhero or a certain famous spy? Well, now you can.

A cinematic hotel experience

Make-believe and luxury meet as the Marriot International announces that they have opened a new Aloft hotel in Dubai, in partnership with movie theater chain VOX cinemas, effectively combining the hotel experience with the movie-going experience. The hotel, dubbed the Aloft City Centre Deira, is Aloft’s third property in Dubai.

The hotel is owned and developed by shopping mall company Majid Al Futtaim, which owns and operates shopping malls, retail, and leisure establishments in the Middle East and North Africa region.

Alex Kyriakidis, president and managing director of Marriott International in the Middle East and Africa region said, “Aloft continues to redefine the traditional hotel experience in the region and we are delighted to introduce the brand’s newest addition in the cultural heart of Dubai.”

REVEALED: 33 hotels in the Middle East on ‘Most Wanted List’. Where are they?

The hotel has 304 loft-inspired guest rooms and 25 suites, including four cinema-themed suites with 4 iconic themes: Hollywood, Bollywood, Agent House and Superheroes.

“With this being the first hotel to offer movie themed suites, along with an outdoor licensed cinema in partnership with VOX Cinemas and the Aloft brand’s signature music programming, we’re looking forward to bring a fresh new vibe to this side of Dubai,” said Sammy Gani, general manager of Aloft City Centre Deira.

The rise of hybrid consumer experiences?

With this new movie-hotel experience herald the arrival of more hybrid experiences in the region?

In the US for example, movie theater chains such as AMC and Nexus offer the opportunity to watch a movie while enjoying the full dining experience, waiters, cutlery and all. Advisory company KPMG revealed in a 2017 UAE report that 81% of those interviewed eat out as much or more than 2016. Statista paints a similar picture, explaining that revenue in the Food and Beverages industry in the MENA region is expected to show an annual growth rate (CAGR 2018-2022) of 15.7%, resulting in a market volume of US$807m in 2022.

READ: Interview: How can Abu Dhabi hotels compete in a changing environment?

In Las Vegas, most of its famous hotels bank on this mix of luxurious accommodation and creative entertainment themes. Hotels like the Luxor bring an Egyptian twist to the Nevadan hotel experience, while the Venetian puts you right into the aquatic Italian city.  Dubai has dabbled with this concept, introducing the Middle East’s first Legoland Hotel last year.

Shopping malls such as the Dubai Mall feature an aquarium element for shoppers to experience. For the digitally inclined, the mall also boasts a VR theme park featuring SEGA intellectual properties such as Sonic the Hedgehog.

Elsewhere in the region, an exciting new theme park is coming to Bahrain. Named Marassi Galleria, the project will combine a theme park, an aquarium, a luxury cinema and sports activities such as zip-wiring, according to Maher Al Shaer, Managing Director of Eagle Hills Diyar. Eagle Hills Diyar is the company heading the project.

READ: Rolex is promising a new experience at the Dubai Mall