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

Dubai, UAE – 27 April 2017 – 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.

Disclaimer:  All facts and figures in this release are accurate at the time of issuance.

About Majid Al Futtaim
Founded in 1992, Majid Al Futtaim is the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia.

A remarkable business success story, Majid Al Futtaim started from one man’s vision to transform the face of shopping, entertainment and leisure to ‘create great moments for everyone, every day’. It has since grown into one of the United Arab Emirates’ most respected and successful businesses spanning 15 international markets, employing more than 35,000 people, and obtaining the highest credit rating (BBB) among privately-held corporates in the region.

Majid Al Futtaim owns and operates 21 shopping malls, 12 hotels and three mixed-use communities, with further developments underway in the region. The shopping malls portfolio includes Mall of the Emirates, Mall of Egypt, City Centre malls, My City Centre neighbourhood centres, and four community malls which are in joint venture with the Government of Sharjah. The Company is the exclusive franchisee for Carrefour in 38 markets across Middle East, Africa and Asia, and operates a portfolio of more than 175 outlets in 15 countries.

Majid Al Futtaim operates 284 VOX Cinema screens and 30 Magic Planet family entertainment centres across the region, in addition to iconic leisure and entertainment facilities such as Ski Dubai and Ski Egypt, among others. The Company is parent to the consumer finance company 'Najm', a fashion retail business representing international brands such as Abercrombie & Fitch, AllSaints, lululemon athletica, and Crate & Barrel; and a healthcare business that operates City Centre Clinics. In addition, Majid Al Futtaim operates Enova, a facility and energy management company, through a joint venture operation with Veolia, a global leader in optimised environment resource management. The Company also owns the rights to The LEGO Store and American Girl in the Middle East and operates in the food and beverage industry through a partnership with Gourmet Gulf.

www.majidalfuttaim.com

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About Marriott International
Marriott International, Inc. (NASDAQ: MAR) is the world’s largest hotel company based in Bethesda, Maryland, USA, with more than 6,000 properties in 122 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts. The company’s 30 leading brands include: Bulgari®, The Ritz-Carlton® and The Ritz-Carlton Reserve®, St. Regis®, W®, EDITION®, JW Marriott®, The Luxury Collection®, Marriott Hotels®, Westin®, Le Méridien®, Renaissance® Hotels, Sheraton®, Delta Hotels by MarriottSM, Marriott Executive Apartments®, Marriott Vacation Club®, Autograph Collection® Hotels, Tribute Portfolio™, Design Hotels™, Gaylord Hotels®, Courtyard®, Four Points® by Sheraton, SpringHill Suites®, Fairfield Inn & Suites®, Residence Inn®, TownePlace Suites®, AC Hotels by Marriott®, Aloft®, Element®, Moxy® Hotels, and Protea Hotels by Marriott®. The company also operates award-winning loyalty programs: Marriott Rewards®, which includes The Ritz-Carlton Rewards®, and Starwood Preferred Guest®. For more information, please visit our website at www.marriott.com, and for the latest company news, visit www.marriottnewscenter.com and @MarriottIntl.

About Aloft Hotels With more than 100 hotels now open in 19 countries around the world, the Aloft brand delivers a fresh approach to the traditional staid hotel landscape. For the ‘always on’ next generation of traveler, the Aloft brand offers a tech-forward, vibrant experience and a modern style that is different by design. Aloft is proud to participate in the industry’s award-winning loyalty program, Starwood Preferred Guest®, in which members can link accounts with Marriott Rewards® and The Ritz-Carlton Rewards® for instant elite status matching and unlimited points transfer. For more information, please visit www.alofthotels.com.

Press Contact:
Jessica D’souza
Edelman
Tel: +97154 305 8825

© Press Release 2017