Shurooq brings Vida Hotels brand to Sharjah with Emaar deal
Marwan bin Jassim Al Sarkal and Olivier Harnisch sign the deal

Shurooq brings Vida Hotels brand to Sharjah with Emaar deal

The Sharjah Investment & Development Authority (Shurooq) has signed a management agreement with Emaar Hospitality Group to operate a lifestyle boutique hotel in the heart of Al Qasba, one of the most popular lifestyle and leisure destinations in the emirate.

Vida Al Qasba Sharjah, to be operated under Emaar Hospitality Group’s Vida Hotels & Resorts, an upscale lifestyle hotel and serviced residences brand, will add yet another dimension to Shurooq’s flourishing tourism portfolio, together with some of the region’s most distinctive and ambitious developments.

Featuring 100 rooms and suites, Vida Al Qasba Sharjah is uniquely positioned to meet the increasing demand for spacious and quality hotel rooms in Sharjah, meeting the requirements and expectations of discerning millennial travellers.

With a broad collection of properties, projects and developments including cultural and environmental tourism experiences set alongside Al Qasba’s tranquil canal, the new boutique hotel will diversify the emirate’s travel, leisure and hospitality offerings even further.

Marwan bin Jassim Al Sarkal, chief executive of Shurooq and Olivier Harnisch, chief executive of Emaar Hospitality Group, signed the management agreement in the presence of senior officials of both entities.

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Marwan bin Jassim Al Sarkal of Shurooq said: “Sharjah’s tourism sector has recorded consistent growth with the number of hotel guests set to increase from 2.07 million in 2017 to over 3.16 million in the next two years.

“To meet the demand, it is important to strengthen the supply of quality hotels that meet the lifestyle aspirations of the visitors.

“We chose Emaar Hospitality Group’s Vida Hotels & Resorts to operate our boutique hotel in Al Qasba, led by its credentials in creating a refreshingly different experience for the new generation of travellers.”

According to estimates, demand for hotel rooms in Sharjah is set has already outpaced supply, and the city will need to add more than 2,850 rooms by 2020 to meet the growth in visitor arrivals.

While the number of hotels is projected to increase at a CAGR of three per cent from 2010-2020, the number of hotel rooms will increase five per cent year-on-year against a growth in hotel guest numbers of an average 15 per cent.

Harnisch added: “Vida Hotels & Resorts has brought a fresh identity to the hospitality sector of the region with our focus on two defining features that meet the aspirations of the new generation of travellers – design-led spaces and connectivity.

“Sharjah has tremendous potential of growth for its hospitality and tourism sectors.

“Vida Al Qasba Sharjah addresses a distinctive white space in the market through its positioning as a lively and vibrant hub where inspiring minds meet and connect.”