Zabeel Investments said its flagship hospitality brand, Tiara Hotels & Resorts, is adopting a new brand name, Essque Hotels, as it gears up to open its first property in 2009.

“Essque was created as we felt it was the right time to introduce a brand that will become a benchmark in luxury hospitality. A number of sub-brands, covering a range of hospitality services and operating as standalone and integrated business units, will eventually come under the Essque Group,” said Mohammed Ali Al Hashimi, executive chairman of Zabeel Investments.

“Essque is a contemporary brand that reflects the passion, creativity and originality of its ‘thought luxury’ hospitality offering. As a brand it will defy conventional perceptions of hospitality,” he added.

Essque Hotels is currently in the process of finalising plans to open its first property, Essque, in the heart of the Palm Jumeirah.

Scheduled to open in 2009, the property will feature 309 luxury bedrooms and suites, a full-fledged spa, meeting rooms and a range of food and beverage outlets. Essque will be part of the Tiara Residence project.-TradeArabia News Service