HAVING redefined the midscale hospitality experience in Dubai, Rove Hotels, a contemporary mid-scale lifestyle hotel brand developed by Emaar Hospitality Group, has opened its second property in Dubai in the heart of the city assuring an authentic, novel, and culturally stimulating hospitality experience. Rove City Centre, under Rove Hotels, a joint venture of Emaar Properties and Meraas Holding, opens following the successful launch of Rove Downtown Dubai, next to The Dubai Mall and the Dubai International Financial Centre. Seven Rove Hotels have been announced with another three more to open by 2020 taking the total number of Rove Hotels in Dubai to 10, adding a total of over 3,700 rooms, just in time to support Expo 2020 Dubai. With a distinctive design palette and a brand-new art showcase that draws inspiration from its surroundings yet being true to the Rove Hotels brand values, Rove City Centre has a distinctive location in Deira by the historic Dubai Creek, only 10 minutes from the Dubai International Airport, and in walking distance of City Centre Deira and the Dubai Creek & Yacht Club. Featuring bustling souks to modern malls and serving as home to several governmental head offices, Deira is a vibrant hub of the city. The close proximity to the airport and the rich cultural experiences that await guests make it an ideal location for Rove City Centre. The 270-room highly design-influenced hotel, that will especially appeal to culturally inclined travellers as well as business guests, opens to spectacular views of Dubai's original trade hub by Dubai Creek. It is set in a highly engaging location defined by the souks, historic houses and traditional dhows that underline Dubai's cultural identity. Rove City Centre is thus a fitting tribute to the brand essence of Rove Hotels of ‘Exploring Without Borders.' Chris Newman, Chief Operating Officer of Emaar Hospitality Group, said: "Rove Hotels has created a new identity with our focus on delivering highly engaging cultural experiences. With today's travellers seeking more value from their hotel stays, the midscale proposition that we deliver is ideally suited for the new generation. Rove Hotels not only supports Dubai Tourism Vision 2020 by offering a novel, home-grown hotel concept in the midscale sector but will also meet the expected demand from international guests during Expo 2020 Dubai." He added: "Rove City Centre celebrates all the value differentials that are today synonymous with the brand philosophy of Rove Hotels. It is located in an exceptional location that assures our guests the convenience of enjoying world-class retail, a choice of leisure pursuits, and also a journey into the heart of Dubai's rich cultural heritage. It delivers on the promise of a hotel brand inspired by the city of Dubai. However, it also has its distinctive identity that is celebrated in its choice of urban art and other cultural experiences. This will be central to all Rove Hotels – where each hotel will have a clear design and cultural context yet be true to the Rove Hotels brand values."
