The Positioning
The Address Hotels + Resorts aims to be recognized as an industry leader in hotel management. Location, Benefits and Service are the hallmarks of our management style as well as the driving force behind our brand.
The Address Hotels + Resorts answers the recent evolution in the luxury travel segment through a unique ‘one size fits one’ philosophy. Building on the new ‘boutique’ style of service.
With its four brand extensions Flagship, Urban, Resort and Retreat, The Address Hotels + Resorts has a winning formula for development success. Not only is The Address expanding within the Emaar network it is also seeking management contracts in key gateway destinations.
The White Space
After 12 months of intense research on positioning, a ‘white space’ was identified in the international upscale hotel market that was currently not being serviced to its potential. By maximising this opportunity The Address Hotels + Resorts can offer developers an alternative hotel experience. Its key strengths and points of differentiation now and as it expands globally are:
- Key strategic locations close to iconic buildings and entertainment centres, offering much more than just a hotel experience
- Revolutionising services and processes to achieve a ‘one size fits one' strategy
- Focus on benefits rather than hotel features to ensure guests experience what they need out of their hotel stay with the latest useful amenities, facilities and service, making a stay at The Address Hotels + Resorts extremely convenient and enjoyable.
Growth Opportunities
The Address Hotels + Resorts is a truly global brand from Emaar, which also drives the company's expansion into hospitality globally. This is possible because of Emaar's vast geographic footprint and the resources and capabilities built for The Address Hotels + Resorts internationally.
The Address Hotels + Resorts aim to deliver flexible management solutions for specific market opportunities. To guarantee integrity of brands a management endorsement has been created to allow hotels with unique branding to be managed by The Address. This endorsement aims to reassure owners and stakeholders that their hotels are being looked after by a world class hospitality operator while allowing the managed property to retain its own identity.
International expansion is an ongoing strategy for The Address Hotels + Resorts. The Address is currently evaluating various markets. Our current development pipeline includes:
Management Agreements 2009
In 2009, The Address Hotels + Resorts signed its first 2nd party management contract to operate a luxury property within Jnan Amar Retreat, a premium mixed-use development in Marrakech. This was shortly followed by an entry into the European market with a management contract to operate Domaine de Lavagnac, a luxury resort developed in Languedoc-Roussillon, South of France. The project comprises a 17th century chateau that is being transformed into a chic contemporary style hotel & spa with serviced branded residences, located in close proximity to the Mediterranean coast.
The Address Jnan Amar, Marrakech
The retreat hotel at Jnan Amar will have 60 luxury rooms including two presidential suites and 16 private villas. Several specialized food & beverage amenities are also being planned in addition to a sprawling ball room and modern business lounge. There will be a diverse range of leisure facilities too including a golf driving range and polo field, all of which will leverage Emaar Hospitality Group’s diverse capabilities in the hospitality & leisure sector.
The Address Lavagnac, South France
Poised to spearhead the tourism growth of Languedoc. The 1,000 sqm spa retreat will be one of the largest in the region and will feature spacious lounge areas bathed in natural light and indoor pools to provide the perfect place to unwind where a range of relaxing and rejuvenating treatments and exercise classes will be on offer to pamper visitors. The Address Hotels + Resorts will manage the property’s gourmet restaurants serving a delectable culinary spread including the much-acclaimed local delicacies of Languedoc prepared with Garrigue herbs, Bouziques oysters and wild mushrooms. The property will have meeting venues including a conference center that can accommodate up to 500 people, leisure facilities and business lounge.
The Address Hotels + Resorts Development eBrochure
For development queries regarding The Address Hotels + Resorts please contact:
Mr. Patrick Heuze
Chief Operating Officer
Emaar Hospitality Group LLC
P.O. Box 9440
Emaar Business Park
Building No. 3, Floor 3
Dubai, United Arab Emirates
Tel: +971 4 3673170
Fax: +971 4 3673699
Email:
