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Citymax Hotels unveils dynamic new visual identity

Citymax Hotels, the hospitality division of the Landmark Group, has reveal the launch of its refreshed visual identity, together with a preview into its re-designed rooms.

This exciting process has been inspired by and created to meet the needs of the modern informed traveller.

Bold, vibrant and full of life, the re-brand is a response to the changing audience profile Citymax has attracted over the last five years.

The Dubai market has seen a marked increase in the Millennial and B-leisure travel sector, which expects brands to reflect their character and attitudes. 


To keep one step ahead, Citymax has refreshed and renewed its current look and feel to create a new visual identity based around the core philosophy of ‘Vibrant Simplicity’.

The new messaging is portrayed through a new logo and re-design of hotel rooms using bright oranges and blues, while incorporating the four Citymax brand pillars of ‘Driving Value’, ‘Elevated Comfort’, ‘Colorful Exuberance’ and ‘Delivering Smiles’. 

Aside from the consistent delivery of comfort and convenience which is brought to life with striking colours and contemporary design, the new larger rooms feature a TV and media hub, handy ironing board, controlled room access with integrated lighting and AC as well as new modernised bathrooms with rain showers.

Added extras such as pull-out beds are included, meaning each room now accommodates three-four people, but is charged per room, not per head.

Russel Sharpe, chief operating officer, Citymax Hotels commented: “Citymax aims to be a pioneer within the hospitality industry.

“Travellers and tourists today are bored of the usual economy/mid-market offer and seek a brand with a more contemporary, forward-thinking philosophy that speaks to their interests and lifestyle. 

“We hope that the new visual identity captures the imagination of tourists, providing an elevated level of comfort, convenience and efficiency in an engaging and delighting way.

“We are extremely excited to infuse the new identity across our up and coming properties and to listen to the feedback from our guests.”