1. Press Release
Corporate Communications
DAMAC Properties Showcases Full-Fledged Array of
Hospitality Brands at ATM 2016
Targets diversified customer segments and set to become one of the region’s
largest luxury operators with 15,000 keys within 48 months
In just two years since its inception, DAMAC Hotels & Resorts, the hospitality arm of luxury real
estate developer, DAMAC Properties, has announced that the number of its keys across the GCC
will reach 15,000 by 2021.
DAMAC Maison Royale - The Distinction AYKON Hotel – Lobby
The hospitality arm includes four distinct hospitality operators – AYKON Hotels & Resorts,
DAMAC Maison Royale, DAMAC Maison and DAMAC Maison De Ville – each with a unique
offering and experience to cater to various customer segments.
On the premium end of DAMAC Properties’ hotel offering, AYKON Hotels & Resorts will cater to
sophisticated and affluent guests who prefer a distinctive and luxurious hotel stay with impeccable
in-room facilities and fine cuisine to indulge in and an extensive menu of premium well-being
options to choose from. AYKON City was recently announced and will include the first AYKON
Hotels & Resorts property, to be completed in 2021. The property is set in the new prime area of
Dubai, located on Sheikh Zayed Road, and offers direct views over Dubai Canal and Safa Park.
DAMAC Maison Royale and DAMAC Maison, which have four properties open in the Burj area of
Dubai, and DAMAC Maison De Ville, which has one property open in the Business Bay area of
Dubai, are targeted for guests who prefer a fully serviced hotel apartment with a full kitchen and a
property that does not have distractions such as big events and weddings. These types of
properties have proven very popular for those who are looking for a ‘home away from home’
feeling of peace and quiet.

2. Press Release
Corporate Communications
In addition, DAMAC Hotels & Resorts has devised four unique service pillars that will apply across
the portfolio:
1. 24-hour check-in, check-out and stay policy.
2. Free stays for children, with child-friendly facilities and entertainment.
3. A “no-tipping” policy, borne out of the belief that high standard services should be available
to all customers without any additional “non-official” charges.
4. Personalised services offered to ensure that guests are provided with all their business and
personal needs, such as limousine booking, their preferred food inside their suites and
required set temperature prior to their arrival.
Ziad El Chaar, Managing Director of DAMAC Properties, said: “As Dubai is gearing up for global
events such as Expo 2020, it is the vision of His Highness Sheikh Mohammed bin Rashid Al
Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, for the emirate to
welcome a record number of visitors annually. This, coupled with the availability of new leisure
destinations and the intensive efforts of the government and tourism bodies to promote the emirate
as a destination to new high potential markets, we can say with confidence that the hospitality and
hotel industry will continue to gather momentum and expand to keep up with the demand on
quality accommodation. Dubai’s occupancy rates have remained in the high-80’s and will continue
to do so with such events on the emirate’s tourism agenda.”
El Chaar added: “As part of Dubai’s Tourism Vision 2020, Dubai is being showcased to a wider
audience and therefore a wider range of accommodation options is required. The hospitality sector
is witnessing an emergence of mid-market properties mainly due to the increasing scarcity of
prime locations to build high-end hotels, as well as a growing middle class worldwide, evolving the
guest profile to include younger individuals and families that may not have the disposable income
that premium hotel guests once had.”
“With DAMAC Properties’ hospitality brands, we cater to seasoned travelers that are looking for
premium hotel accommodation. Realising that one size does not fit all, our hospitality offering
spans the range from high-end luxury suites with bespoke services for discerning travelers to hotel
apartments with extra room and convenient kitchen facilities for travelers with families who
demand luxury but are more price-conscious,” El Chaar said. “Our strategy for our hospitality pillar
is in line with and supportive of Dubai’s goal to position the emirate as the first choice for the
international leisure and business traveler, and satisfies the demand across the range of guest
profiles and preferences. This approach will help us to support occupancy levels across our hotels
and in the industry as a whole.”
According to research firm Jones Lang Lasalle (JLL), more than 41,000 new rooms are expected
to be added to Dubai’s available hotel rooms by 2019, to accommodate the more than 20 million
visitors annually that the Government of Dubai is aiming to achieve by 2020. With the significant
boost in the number of hotel rooms and apartments that DAMAC Hotels & Resorts will manage,
and properties to be managed under the DAMAC Maison brand accounting for a majority of the
added rooms, it is set to become one of the largest hospitality operators in the Middle East.