Dubai, a city known for its world-class hospitality industry and landmark hotels, is training its focus on mid-market hotels in a bid to attract a larger percentage of the millennial and family travel business. With Dubai’s transformation from a luxury and business-centric city to a more mature destination attracting a diversified tourist profile, the move to increase the city’s mid-scale room stock aligns with the requirements of the millennial and family travel segments from emergent markets such as China, Africa, Brazil and India.

ATM 2016: Jaidev Menezes, corporate director, business development, Emaar Hospitality Group, talks to Breaking Travel News about new launches from the Rove brand in the Middle East.

Developed by Emaar Hospitality Group, the hospitality and leisure subsidiary of global developer Emaar Properties, has launched Rove Hotels. Meaning ‘to traverse’, Rove infuses 21st century innovation with sophistication and historical enrichment to deliver an unparalleled experience. Drawing inspiration from both Dubai’s heritage and its remarkable leaps of achievement, the properties serve as tech-savvy, social and cultural hubs for international explorers.

Led by Dubai’s robust economic growth and surging investor confidence, Emaar Properties has recorded a full-year 2013 net profit of US$699 million. This is 21 per cent higher than the 2012 net profit of US$577 million.

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.

Seema Pande, group director, sales & marketing, Emaar Hospitality Group, speaks to Breaking Travel News at World Travel Awards 2012 Grand Final Gala Ceremony in Delhi, India.