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Dubai: Emaar Hospitality Group, a division of Emaar Properties, will build a luxury hotel at Downtown Burj Dubai at a height that will make it the second tallest building in the development.
The hotel is one of three properties being built by Emaar in Dubai under its new hotel brand The Address, which was unveiled by company chairman Mohammad Al Abbar yesterday.
The Address Downtown Burj Dubai faces Burj Dubai, the world's tallest building, and is scheduled to open in the last quarter of 2008. It will have 196 rooms and suites.
"As the second tallest building in Downtown Burj Dubai, the architecture of the 63-floor hotel is unique and breathtaking, enhancing the mood of the venue as a premier lifestyle destination," the company said.
Marc Dardenne, chief executive officer of Emaar Hospitality, did not disclose the height of the building. Emaar has similarly kept silent about the exact height of Burj Dubai.
Looking at Emaar's ambitious plans for the new hotel brand, Downtown Burj Dubai property is set to compete with Jumeirah Group's 321-metre tall Burj Al Arab hotel in both luxury and height.
Expansion
"The Address has been conceptualised following in-depth research. Over the last several months, we have put together a team of world-class professionals to build The Address brand, which will deliver an exceptional guest experience," Al Abbar said.
He said the brand will expand overseas and several places have been identified for projects. Ten hotels are in the design stage.
Morocco, Egypt and Turkey each will have two of Address hotels, while opportunities are being explored in London, New York, Shanghai and Miami.
Al Abbar said India, where Emaar is involved in many property and hotel projects, will be a good market for the brand.
Emaar Hospitality, which plans to build 10 luxury Armani hotels in major world cities, has promised its latest hotel concept will "revolutionise services and process" in the way hotels are managed.
Dardenne said the group's current investment in the hotel and leisure sectors is $1 billion and it will grow "substantially" over the next two years.
Emaar will develop Address properties both under its full ownership and in joint ventures. The company also hopes to manage properties of other investors when the brand gets well-established, Dardenne said.
Address hotels and resorts will cater to "the international jetsetters and global high achievers who value personalised luxury".
The Emaar officials did not provide specific details of how the new brand will be different from the established luxury hotel chains.
Dardenne said hotels under the new brand will not be large properties, with most offering about 200 rooms.
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