Rebranding Alert: Address Dubai Mall & Address Boulevard Get New Names

Five Dubai Hotels to Change the Names and Brands in 2024

UAE: Abu Dhabi National Hotels (ADNH) announced that it will rebrand five luxury hotels in Dubai under different names and operators. The move is part of a strategic partnership with Kempinski, a leading European hospitality group.

The five hotels, which were previously owned and managed by Emaar Properties, are:

Address Dubai Mall, Address Boulevard, Address Dubai Marina, visa Downtown and Manzil Downtown. ADNH acquired these properties in 2018 for a total of Gh2.2 billion and entered into long-term management agreements with Emaar to continue operations under the Address and Visa brands.

According to the press release, the new names and operators of the five hotels are as follows:

• Address Dubai Mall will become Kempinski Central Avenue Dubai
• Address Boulevard will become Kempinski The Boulevard Dubai
• Address Dubai Marina will become JW Marriott Hotel Marina
• Vida Downtown will become Hotel Boulevard, Autograph Collection
• Manzil Downtown will become The Heritage Hotel, Autograph Collection

ADNH said that the rebranding will involve “carefully planned enhancements” to ensure that the hotels maintain their high standards of luxury and service. Guests will continue to enjoy a seamless experience during the transition period and beyond.

Kempinski deal

Khalid Anib, Chief Executive Officer of ADNH, expressed his delight at the collaboration with Kempinski Hotels, saying: “The Kempinski brand is a symbol of excellence representing the best European hospitality. The company's strong track record and regional expertise make it an ideal partner to usher these two hotels into the next era.”

René Nijhof, Chairman of the Board of Directors of Kempinski S.A, commented: “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. These two landmark hotels will embody a sense of modern Arabian luxury and timeless European elegance. Kempinski has been present in the Middle East for more than 26 years, and it remains one of the most dynamic and exciting parts of the world for us.”

Kempinski Hotels already operates two other properties in Dubai: Kempinski Hotel Mall of the Emirates and Kempinski Hotel & Residences Palm Jumeirah. In 2025, it will open Kempinski Residences The Creek Dubai, the first standalone Kempinski private residences in the region.

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