May 05--Emaar on Saturday unveiled a brand-new approach to inspired living by launching Vida Hotels and Resorts, targeting young business and leisure travellers.

The new generation of business executives, entrepreneurs and leisure travellers now have a hotel brand tailored just for them with the launch of new project by the Emaar Hospitality Group, the hospitality and leisure subsidiary of Emaar Properties.

Billed as "an urban hub where inspiring minds stay, play and connect", the first branded outlet in the novel hotel chain is set to open in Downtown Dubai, offering 156 rooms.

"The profile of today's global traveller is changing, with a more youthful, upwardly mobile audience now seeking a distinct hospitality experience to suit their needs. Vida will add life to the hotel stays of this increasingly important tourist community, delivering an intimate touch but also the freedom they expect," said Mohamed Alabbar, chairman of Emaar Properties.

The property developer plans to roll out the new hotel chain in its key global markets, starting with the Vida Downtown Dubai, formerly the Qamardeen hotel. The new hotel will also oversee the operations and management of the neighbouring Al Manzil Hotel.

Vida -- which means "life" in Spanish -- embraces warmth, simplicity and youthful vitality, creating a stimulating environment for the younger business and leisure tourist.

"Five years ago we launched The Address Hotels + Resorts, our five-star premium hotel brand, now acknowledged globally for its peerless standards. With the introduction of Vida Hotels and Resorts, we are creating a brand new concept in inspired living, elegant yet simple, and a new urban hub for the discerning traveller," Alabbar said.

According to the ITB World Travel Trends Report 2012-13, more than a third of travellers are aged 15-34, and this youthful picture is replicated in the Middle East, where two-thirds of the population are under the age of 30. Dubai further serves as the hub for a vast youthful demography of over two billion people below the age of 25 years across the Middle East, Africa and Asia.

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(c)2013 the Khaleej Times (Dubai, United Arab Emirates)

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