Under the terms of the agreement, Emaar Hospitality Group will manage Address, Vida and Rove hotels in Arada's flagship destination Aljada.
UAE - Emaar Hospitality Group and Sharjah-based developer Arada have joined hands to launch three new hotels in Aljada - Sharjah's new lifestyle hub.
On Thursday, a management agreement was signed by Sheikh Sultan bin Ahmed Al Qasimi, Chairman of Arada, Prince Khaled bin Alwaleed bin Talal, Vice Chairman of Arada, and Mohamed Alabbar, Chairman of Emaar Properties.
Under the terms of the agreement, Emaar Hospitality Group will manage Address, Vida and Rove hotels in Arada's flagship destination Aljada.
Aljada is a 24 million square foot integrated lifestyle destination, and a new leisure and entertainment hub for Sharjah. Launched in September 2017 by His Highness Dr Sheikh Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah, the Dh24 billion mega lifestyle hub has become Sharjah's fastest-selling residential community. Delivered in phases starting in 2019, the entire project is expected to be completed by 2025. Aljada's Central Hub will be a major destination for tourists and residents in its own right, offering a carefully selected mix of world-class offerings, complemented by community facilities and an array of retail and dining experiences.
Sheikh Sultan bin Ahmed said the flagship development is a first-of-its-kind integrated lifestyle destination in Sharjah that will add tremendous value to the economy.
"Hospitality is one of the core aspects of the mega-development. With the growth in tourist arrivals to Sharjah, and the emirate's status as a cultural hub, there is strong potential for building a robust hospitality infrastructure. Our agreement with Emaar will bring proven hospitality competencies to this spectacular development that will transform Sharjah's economy," said Arada chairman.
Arada, a joint venture between KBW Investments and Basma Group, is redefining the residential and commercial landscape of Sharjah. "Aljada, its ambitious master-planned destination will catalyse all sectors of the economy. Through our partnership, we are bringing three distinctive hotel experiences that will meet the requirements of visitors and residents," said Alabbar.
"This is a great example of the collaborations we foster to create iconic destinations of the future. Our three hotel brands - Address, Vida and Rove - have set high industry standards and will be a sterling addition to Aljada," said Alabbar. Sharjah has unique touristic value that is defined by its cultural museums as well as natural attractions, said Olivier Harnisch, chief executive officer of Emaar Hospitality Group.
"With our three hotel brands marking their entry to Sharjah for the first time, we are not only expanding our footprint in the UAE but also contributing the strengthening the tourism sector of the emirate. While Address Aljada Sharjah will appeal to luxury travellers, Vida Aljada is for the new generation of entrepreneurs and travellers, and Rove Aljada Sharjah brings the midscale offering. All hotels stand out for their brand philosophy and design approach, and are located centrally adding to the connectivity and mobility of our guests," said Harnisch.
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