New Dubai Mid-Market Brand Rove Plans 10 Hotels By 2020

Dubai-based Emaar Hospitality Group and Meraas Holding have announced that their joint venture project, Rove Hotels, will roll out 10 properties across Dubai and the region by 2020.

The companies have yet to confirm whether Rove is a rebrand of Dubai Inn, the affordable hotel brand launched by them last year.

Targeting young, tech-savvy, value conscious travellers, the new Rove hotels will serve as “social and cultural hubs for international explorers”, a statement said.

Designed with contemporary and Arabesque elements, the hotels will display local art-pieces throughout public areas.

Rooms are spread across 26 sq metres and feature a 42-inch TV screen with media hub and designer mattresses. Nearly half the rooms are interconnected, in a bid to attract more families.

Amenities include an e-concierge application provided on smartphones, a 24-hour gym, a pool and sun deck, a 24-hour self-service laundromat, a self-check-in station, and late check-out at 2pm.

Guests will also have access to all-day dining options offering multiple cuisines including Arabic, Western and Asian. Rove also has a 24- hour convenience store that will provide day-to-day amenities, fresh food and snacks.

All hotels are also located in easy access to the public transport including the Dubai Metro, bus and tram stations, the statement added.

Philippe Zuber, COO of Emaar Hospitality Group, said: “To be set in central destinations and bringing a distinctive new lifestyle inspired value hospitality experience, Rove Hotels will also support the preparations and hosting of the World Expo 2020.

“We have made significant progress with our first project – Rove Za’abeel – while five other properties will open in the coming years in Al Wasl, Port Saeed, Al Jafiliya, Oud Metha and Dubai Marina.”

Located directly opposite The Dubai Mall, Rove Za’abeel will feature 420 rooms in 14 floors.

The foundation works have been completed with scheduled opening in 2015, the statement said.

With Dubai aiming to attract 20 million visitors by 2020, the emirate is looking to ramp up its hotel offering, specifically in the affordable and mid-market segment.

In the current development pipeline for 2014 to 2016, an additional 141 hotel establishments including 99 hotels are expected to be added to the market, bringing the total to 751 hotel establishments and just under 114,000 rooms.