Emaar, Meraas name affordable brand as Rove Hotels

HOTELIER MIDDLE EAST: The 'affordable' hotel brand developed over the last 18 months by Emaar Hospitality Group and Meraas Holding has been given a new name, Rove Hotels, with the partners looking to open 10 hotels in Dubai and the region by 2020. Rove Hotels has been designed as a lifestyle, value proposition for 'the young and young at heart', offering the latest technology and cultural experiences. The joint venture was originally announced in 2013 to be in line with the Dubai Tourism Vision 2020 announced by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai. The first property, Rove Za’abeel will be located opposite The Dubai Mall and will feature 420 rooms across 14 floors. The foundation works have been completed and the hotel is scheduled to open this year.