Emaar launches ‘Rove Home’ value housing brand at ATM
Announces 35 upcoming projects, 14 hotels and 10 residences for UAE
By Bindu Rai
Published Tuesday, April 26, 2016
Throwing its ring in the affordable housing sector in Dubai, Emaar Hospitality launched ‘Rove Home’ branded residences that will be part of its Rove Satwa project that will also comprise a 480-room hotel.
Speaking at the ongoing Arabian Travel Market (ATM), Emaar Hospitality Group Corporate Director of Operations Chris Newman revealed details on the concept, which will feature 157 serviced residences.
“Rove Satwa will be located in the residential neighbourhood, comprising two towers – 17 and 16 stories,” said Newman. “While the hotel will feature 480 rooms, the residential tower will provide affordable housing with 157 serviced apartments.”
While Newman did not reveal a date for the completion of Rove Home, he did confirm it would not be in 2016.
He further added: “With our branded residences, investors would be able to own a home, at their price points, in a central location.”
At the ATM, Emaar further revealed its seventh hotel property under its contemporary, mid-market Rove Hotels brand; the company aims to add 2,660 rooms to Dubai’s hotel pipeline by 2020.
Room for expansion
Emaar Hospitality, which accounted for 12 per cent of Emaar Properties’ Dh1.68 billion revenue in 2015, announced 35 new upcoming projects in its pipeline, inclusive of the UAE and international markets.
Explained Newman: “We currently have six operational hotels, and three operational service residences in the UAE.
“We will be taking that number to 14 upcoming hotels in the UAE, along with an additional 10 serviced residences.”
Internationally, Emaar’s pipeline includes five hotels and six residential units.
“Following our new openings, we will add 3,835 new hotel rooms and 4,249 serviced residences to the UAE, while internationally, we will add 707 new hotel rooms and 833 new serviced residences,” Newman added.
Of its upcoming projects, Rove at The Park is slated to open in 2016, which will be 458-room hotel next to Dubai Parks and Resorts.
This will add to the Rove Oud Metha and Port Saeed also slated to open in 2016.
The Address Fujairah Resort + Spa will add 196-rooms, along with 177 residences and 10 villas, is also scheduled to open this year.
The Address Residences Boulevard Dubai, The Address Residences Sky View, The Address Residences Fountain Views and The Address Residences Dubai Opera is also on the plan.
Emaar Hospitality also announced plans to take its boutique lifestyle brand into Saudi Arabia with the Vida Jeddah Gate and Residences.
However, when quizzed about Vida’s expansion in the UAE, Newman stated: “There is scope for expansion for the brand in the UAE but nothing can be announced just yet.”