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Emaar Hospitality Group strengthens Africa expansion with The Address Masai Mara in Kenya

Signs management agreement with The African Dream Collection Ltd. to operate uniquely designed resort near Masai Mara – Second hotel to be operated by The Address Hotels + Resorts in Africa – Underlines strategy of Emaar to further expand its presence in key global markets

(Dubai, UAE – 23 October 2012) Emaar Hospitality Group, the hospitality & leisure business of global property developer Emaar Properties PJSC, has further strengthened its global footprint, particularly in the fast-growing markets of Africa, with a new management contract to operate a uniquely designed retreat near the world-famous Masai Mara in Kenya. To be operated under the flagship five star premium hotel brand of Emaar, The Address Hotels + Resorts, the new resort in Kenya marks the second hotel management contract for the company in Africa. The Address Hotels + Resorts has already signed management contracts to operate The Address Marassi Golf Resort & Spa, an integral part of the Marassi master-planned community developed by Emaar Misr, the wholly owned subsidiary of Emaar Properties in Egypt.

The Kenyan resort near the Masai Mara is developed by The African Dream Collection Ltd. To be named The Address Masai Mara, the resort marks a distinctive new addition to the portfolio of The Address Hotels + Resorts.

Kenya’s Tourism Minister, Hon Danson Mwazo, said: “Emaar group has thrived in Dubai and our country will benefit tremendously from the expertise, international standards and practices that they bring. Emaar Hospitality Group has responded favourably to our country’s call for more investment in tourism and the Masai Mara venture is a timely boost to the sector.”

Mohamed Alabbar, Chairman, Emaar Properties, said: “The new management agreement of The Address Hotels + Resorts builds on the hub status of Dubai, connecting the fast-growing African markets with the rest of the world. With Emirates Airline linking Dubai to Nairobi and other African markets, Emaar’s newest expansion to Kenya will further strengthen business exchange as well as boost the tourism sector. Our expansion is a perfect fit to our strategy of exploring growth opportunities in key emerging markets globally.” The Address Masai Mara is scheduled for opening in 2013 and work is currently progressing, with a focus on integrating environmentally sustainable features in line with its strategic location near the national park.

Josef Kufer, Chief Operating Officer of Emaar Hospitality Group, explained: “The Address Masai Mara will stand apart as a unique resort in our portfolio. As part of the Greater Mara Ecosystem, the resort is designed to uphold the highest standards in environment-friendliness, and all operations will be aligned to provide our guests a lifestyle experience that builds on their expectations of enjoying nature at its pristine best at the Masai Mara National Reserve. The resort will also create direct and indirect job opportunities for the local population, thus highlighting our commitment to work with the local community.”

H.A. Poona of The African Dream Collection Ltd., added: “Having established a strong legacy in the specialised incentive tourism segment in the Middle East, Africa, Europe and other popular tourist destinations globally, we understand the requirements of tourists, especially when they visit destinations such as the Masai Mara National Park. We work to promote incentive/VIP holidays both in Kenya and Dubai, and we believe that The Address Hotels + Resorts has the strongest competencies in operating our new Masai Mara resort to the high standards that we target to provide tourists from around the world.”

With easy access from the Olurruk Mara Airstrip, The Address Masai Mara will target safari tourists to the Masai Mara. The resort’s design and architecture interprets the concept of traditional Masai villages (bomas) which incorporate manyattas or tents, each of which will assure a sense of intimacy and seclusion. Each of these tents will provide breathtaking views of the Mara Plains, which is home to a rich variety of wild animals. Featuring an array of restaurants and a wellness spa that uses traditional Mara herbs and concoctions, the resort will bring a new dimension to hotel operation in the region. More details of the resort will be revealed in due course.

Masai Mara is Africa’s greatest-known wildlife reserve. Its vast grassland plains are home to large populations of lions, leopards, and cheetahs, in addition to offering the magnificent visual feast of the annual migration of zebras, gazelles, and wildebeest from the Serengeti. Currently, The Address Hotels + Resorts owns and operates five properties in Dubai – The Address Downtown Dubai, The Address Dubai Mall, The Address Dubai Marina, The Address Montgomerie Dubai and The Palace – The Old Town. Celebrating the spirit of The Address Hotels + Resorts – ‘Where Life Happens’ – all properties of The Address Hotels + Resorts are set in picturesque locations, offering a total lifestyle destination experience for guests.

Emaar Hospitality Group LLC, the wholly owned subsidiary of Dubai-based global property developer Emaar Properties PJSC, manages the company’s growing roster of hospitality and leisure projects. Emaar Hospitality owns and manages a diversified portfolio of hospitality assets such as hotels, serviced residences, golf resorts, Dubai Polo & Equestrian Club, recreation clubs, the Dubai Marina and associated yacht club. Emaar Hospitality Group’s vision is to be recognized as the premier global provider of personal, innovative and memorable lifestyle experiences.

The Address Hotels + Resorts, a five star premium hotel brand, sets an all-new definition for global standards in luxury hospitality. Creating a distinct positioning with the brand philosophy of ‘Where Life Happens’, The Address properties are situated in the most vibrant locations and target corporate, leisure and group travellers – particularly the international jetsetters and global high achievers who value personalised luxury. This modern brand focuses on a ‘one size fits one’ strategy where benefits to guests and service excellence are a priority. The expansion of The Address Hotels + Resorts includes key destinations in the Middle East, North Africa, Indian Subcontinent, South Asia and Europe.