5 Former Emaar hotels rebranded

Kempinski and Marriott taking over management of the Dubai properties

From 1 January 2024, five Emaar hotels in Dubai, UAE will be rebranded.

Address Dubai Marina, Address Boulevard, Address Dubai Mall, Vida Downtown and Manzil Downtown by Vida will operate under new management in the new year after owning company Abu Dhabi National Hotels (ADNH) signed new partnership deals.  

Kempinski Hotels will double its footprint in Dubai by rebranding Address Boulevard as Kempinski The Boulevard Dubai and Address Dubai Mall as Kempinski Central Avenue Dubai.

Kempinski Central Avenue Dubai Premier Club Room

Marriott will rebrand the Address Dubai Marina as JW Marriott Hotel Marina, Vida Downtown as Hotel Boulevard, Autograph Collection, and Manzil Downtown by Vida as The Heritage Hotel, Autograph Collection.

René Nijhof, chairman of Kempinski’s Board of Directors, said: “This important milestone marks an enormous step forward for Kempinski and cements our role as one of the dominant luxury hotel brands in the Middle East.

“As one of the first luxury hotel companies to secure a foothold in the UAE in the late 1990s, Kempinski has a well-established reputation for unsurpassed quality and service. Following a record year of performance, we will continue to grow our portfolio across the region in 2024 and beyond.”

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Khalid Anib, CEO of ADNH, added: “We are delighted to see the Kempinski flag flying over two of our most prestigious properties in Dubai. The Kempinski brand is a symbol of excellence that represents the very best of European hospitality. The company’s strong track record and expertise in the region make it an ideal partner to usher these two hotels into the next era.”

The signing ceremony was attended by (pictured, from right) ADNH CEO Khalid Anib; Sheikh Ahmed Mohammed Sultan Suroor Aldhahiri, vice chairman and managing director, ADNH; HE Aymen bin Tawfeeq Almoayed, chairman of the Supervisory Board, Kempinski AG, and René Nijhof, chairman of the Board of Directors, Kempinski SA.

Commenting on the rebrand on LinkedIn, Mark James, senior director of Collection Brands, Europe Middle East & Africa at Marriott International, wrote: “Very excited to announce the signings of these three landmark properties. Along with JW Marriott, two new properties will join the Autograph Collection: Hotel Boulevard (formerly Vida Downtown) and The Heritage Hotel (formerly Manzil Downtown). Congratulations to Saahil Lalit and all the legal and openings team for the lightning-fast conversion of these properties.”

For more information, visit www.adnh.com