The new generation of business executives, entrepreneurs and leisure travellers now have a hotel brand tailored just for them with Vida Hotels & Resorts by Emaar Hospitality Group, the hospitality and leisure subsidiary of Emaar Properties.

Vida, meaning ‘life’ in Spanish, embraces warmth, simplicity and youthful vitality, creating a stimulating environment.

An ‘urban hub where inspiring minds stay, play and connect’, the first branded outlet in the novel hotel chain will open in Downtown Dubai, offering 156 rooms.

Mohamed Alabbar, chairman, Emaar Properties, said: “The profile of today’s global traveller is changing, with a more youthful, upwardly mobile audience seeking a distinct hospitality experience to suit their needs.

“Vida will add life to the hotel stays of this increasingly important tourist community, delivering an intimate touch but also the freedom they expect.

“With 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.”

According to the ITB World Travel Trends Report 2012/2013, more than a third of travellers are aged 15-34.

Dubai serves as the hub for a vast youthful demography of over 2 billion people below the age of 25 years across the Middle East, Africa and Asia.

Vida Hotels and Resorts aims to tap into this rapidly emerging market, offering services and an ambience designed to appeal to the younger generation, as well as the practical advantages that go with great hotels in the best locations.

Vida Hotels and Resorts will be distinguished by neutral colours creating a chic ambience, good food inspired by Middle East and international cuisine, and the convenience of the latest technology, including check-in via iPad and uninterrupted Wi-Fi service.

Emaar plans to roll out the new hotel chain in its key global markets, starting with the Vida Downtown Dubai (formerly Qamardeen hotel), in the heart of Emaar’s world-famous master-planned community, Downtown Dubai.

The new hotel brand will also oversee the operations and management of the neighbouring Al Manzil Hotel.

The portfolio of Emaar Hospitality Group includes: The Address Hotels + Resorts, Arabian Ranches Golf Club, Dubai Polo & Equestrian Club, and Dubai Marina Yacht Club, in addition to independent lifestyle dining restaurants including At.mosphere Burj Khalifa, The Palace Cafe and Madeleine.