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Introducing Emaar's Vida brand...

Emaar has launched the Vida Hotels and Resorts brand in Dubai, a brand targetting a unique 'Gen Y' experience in its key markets.

The Emaar Hotel Group has launched their new youth-inspired Vida Hotels and Resorts in Downtown Dubai. The brand is meant to offer an "urban hub" to youths, according to Emaar Properties Chairman Mohamed Alabbar.The brand targets a "youthful, upwardly mobile audience seeking a distinct hospitality experience to suit their needs”. Alabbar highlights the increasing importance of this market, thus the need to walk the line between "an intimate touch" while maintaining "the freedom they expect".The first of the brand's establishments offers 156 rooms at the former Qamardeen hotel (pictured). It will feature the latest technology; including uninterrupted Wi-Fi and i-Pad check-in. The brand will begin expansion in Emaar's focus markets.

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