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EGYPT ADDED TO ADDRESS PORTFOLIO

Thursday, 28 Aug 2008

As its first development outside the UAE, Emaar Hospitality Group plans to open its next new hotel on a property in Egypt. The Address, which will be located in Uptown Cairo, is scheduled to open in 2011 and looks to be a flagship hotel in Uptown Cairo’s US $2.1 billion development. Emaar Hospitality Group is building the 200 room Egypt property, which also has a further 300 hundred serviced apartments, for Development SAE. According to Marc Dardenne, Emaar Hospitality’s chief executive, The Address Hotels and Resorts will be a ‘global brand’, and he went on to say that Emaar would be demonstrating its ability to offer top-class hotel services to the international market.

Patrick Heuze, the Emaar group’s senior corporate director of development and operations, said, “The management contract for opening an Address property in Uptown Cairo is part of our ongoing strategy of international expansion. This also reflects our corporate philosophy of growing in tandem with Emaar Properties internationally, as it fits with Emaar's vision to develop integrated lifestyle communities.”

The Address hotel brand’s first three accommodation establishments are due to be opened in Dubai towards the end of 2008. The new Address hotels will also showcase Emaar Hospitality’s new set of procedures and standards that make up the ‘Passion Plus’ brand of service excellence, which is designed to heighten the experience of the guests that stay at this Egypt accommodation, and which was designed with the aid of Guest Best consultants.

Dardenne also commented that the most important factor in managing and owning hospitality property in Egypt, or anywhere else in the world, is delivering the best quality service to its guests. He believes that ‘Passion Plus’ will turn out to be a major contributor in assuring that service standards at the new Egypt property will be of the best international quality.