Emaar Hospitality Group has launched Vida Hotels and Resorts, a hotel brand tailored for the younger generation of business executives, entrepreneurs and leisure travelers who demands all the frills of modern luxury travel but none of the fuss.

Vida, meaning ‘life’ in Spanish, embraces warmth, simplicity and youthful vitality, creating a stimulating environment for guests at the hotel, a statement from Emaar said.

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.

Mohamed Alabbar, chairman of Emaar Properties, said: “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.”

“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.”

More than a third of travellers are aged 15 to 34, according to the ITB World Travel Trends Report 2012/2013. This 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 2 billion people below the age of 25 years across the Middle East, Africa and Asia.

Emaar’s Vida Hotels and Resorts concept aims to tap into this rapidly emerging market, offering services and an ambience designed to appeal to the younger generation, as well as the practical advantages that go with great hotels in the best locations, the statement said.

The resort will be distinguished by neutral colours creating a chic ambience, good food inspired by Middle East and international cuisine, and the convenience of the latest technology, including check-in via iPad and uninterrupted Wi-Fi service.

Emaar plans to roll out the new hotel chain in its key global markets, starting with the Vida Downtown Dubai (formerly the Qamardeen hotel), in the heart of Emaar’s world-famous master-planned Downtown Dubai community, and overlooked by Burj Khalifa. The new hotel will also oversee the operations and management of the neighbouring Al Manzil Hotel.

Emaar Hospitality Group provides a wide spectrum of hospitality options through its diverse portfolio including The Address Hotels + Resorts, Arabian Ranches Golf Club, Dubai Polo & Equestrian Club, and Dubai Marina Yacht Club, in addition to its division of independent lifestyle dining restaurants including Atmosphere Burj Khalifa, the world’s highest restaurant, The Palace Café, and Madeleine. – TradeArabia News Service