What Led to Emaar's Decision to Rebrand The Address Hotels?

Emaar has recently announced its decision to rebrand a few of its Prime hotels in collaboration with Abu Dhabi National Hotels (ADNH) under the prestigious banners of JW Marriott and Autograph Collection Hotels, effective January 1, 2024. 
 

Strong track record and expertise in the region make these Brands an ideal partner. The rebranding of The Address promise immersive experiences tailored to each hotel's unique identity. 
 

Rebranding efforts aim to increase customer loyalty and retention. An increased  CLV, which is the total revenue expected from a customer over their entire relationship with the brand.

Along with increase in Revenues and ROI, the company also aims to achieve market positioning,  brand alignment along with other strategic objectives. 

With this change, Dubai's hospitality landscape has been revolutionized, promising elevated luxury and unparalleled guest experiences. 

For an instance, Kempinski Brand represents the best of European hospitality.

There are already two Kempinski hotels in Dubai: Kempinski Hotel Mall of the Emirates and Kempinski Hotel & Residences Palm Jumeirah. The Kempinski Residences The Creek Dubai is expected to open in 2025, further transforming the landscape. 

This collaboration among the prestige management underscores a commitment to excellence, setting new benchmarks in the city's hospitality sector. These developments marked a significant shift in Dubai's hospitality landscape, showcasing ADNH's commitment to delivering unparalleled hospitality experiences.