- Integrated lifestyle development establishes a new benchmark for experiential travel in the region
- Hotel set to redefine the upper midscale hospitality offering in the GCC
Majid Al Futtaim, the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia, together with Marriott International
(NASDAQ: MAR) today announced plans to launch the region’s first cinema-themed concept at Aloft Dubai City Centre Deira. The concept will feature a unique offering of cinematic themed rooms in addition to an ‘Outdoor’ VOX Cinema developed in collaboration with
Majid Al Futtaim Cinemas, owner of the VOX Cinemas brand in the Middle East.
According to the latest reports from STR Global, hotel occupancy rates in Dubai averaged 86.3% in the first two months of 2017, with the mid-market segment reporting a 7.2 per cent year-over-year growth in room uptake. The latest offering brings together the combined synergy of Majid Al Futtaim and Marriott International to extend best in class amenities, expedited service offerings and innovative leisure and entertainment options to create unique lifestyle experience for millennial audiences and caters to the surging demand for mid-market hospitality offerings in the city
The Aloft Dubai City Centre Deira will feature a cinematic themed floor of 25 standard rooms and four suite rooms designed to create an integrated lifestyle offering through the combination of cutting edge technology, modern style and immersive guest experience. In a first for the region, rooms at the Aloft Dubai City Centre Deira will entail a large collection of movies, TV screens, projectors and enhanced sound systems, so guests can indulge in a world cinema experience. In addition, the hotel will feature four themed suites inspired by blockbuster movie themes from Comic superheroes to super spies, Bollywood and more. The hotel will house a state-of-the-art ‘Outdoor’ VOX Cinema concept – an all-season cinema and multifunctional event space to meet the growing demand for experiential travel and leisure.
Robert Welanetz, CEO of Majid Al Futtaim – Properties, commented: “As we all work towards the run up to Expo 2020, Majid Al Futtaim strives to create and deliver compelling experiences through our unique destinations. We are proud to come together with Marriott International to create the urban inspired Aloft Dubai City Centre Deira that encapsulates the very best of
Majid Al Futtaim’ integrated retail, leisure and entertainment business model. Connected to the iconic City Centre Deira, our latest hotel property with its themed-cinema concept is designed to bring a vibrant new ambience and experience for diners and travellers alike, delivering on the increasing demand for experiential travel and leisure.”
Alex Kyriakidis, President and Managing Director, Middle East and Africa, Marriott International added, “We are excited about the progress of the project and continue to work with our partners-Majid Al Futtaim to redefine the traditional hotel experience in Deira with the opening of the Aloft. The brand holds great appeal with its vibrant social scene and tech-forward mindset and we look forward to setting new benchmarks with Aloft in the UAE and across the Middle East.”
Construction work at the Aloft Dubai City Centre Deira currently stands at 38% completion, with seven levels of the superstructure well under way. Second phase of project development is due to begin in June 2017 leading up to expected opening in Q1 2018. Featuring, 304 spacious guest rooms, including 29 suites, the hotel will be home to an exclusive range of food and beverage options including the brand’s signature W XYZSM Bar, a social public space where guests can mix and mingle over good music; a specialty dining restaurant; Re:FuelSM by Aloft, the ‘grab and go’ eatery open 24 hours a day; and Re:Mix Lounge, for light bites.