Lifestyle
Emaar Hospitality Group headed to the Arabian Travel Market (ATM) 2026, which ran from 14–17 September at Dubai World Trade Centre. At stand HC1210, the Group will put its expanding hospitality and leisure business on display, reflecting a period of steady growth and diversification.
The hospitality arm of Emaar Properties, the Group, oversees hotels, branded residences, serviced apartments, restaurants and leisure venues. Its brand lineup ranges from the polished luxury of Address Hotels + Resorts and Palace Hotels + Resorts to the design-forward style of Vida Hotels and Resorts, alongside Armani Hotels and Resorts and Al Alamein Hotel.
Vida Aljada
Among the highlights this year is Vida Aljada, which welcomed its first guests on the 1st of September, 2026, in Sharjah’s Aljada—the Vida brand’s debut five-star property in the emirate. The hotel houses 175 rooms and suites, including a three-bedroom penthouse, plus one-, two- and three-bedroom serviced apartments, all within easy reach of Aljada’s shops, restaurants and entertainment.
Golf and leisure also feature, with Emaar South Golf Club set to open in Q4 2026, an 18-hole championship course, driving range, par-3 course and clubhouse with a restaurant, golf shop, locker rooms and EV charging points.
Address Hotels + Resorts, meanwhile, continues pushing into new territory. Address The Bay at Emaar Beachfront is set to open in Dubai by Q3 2027. In Saudi Arabia, Address Diriyah will bring 204 hotel keys and 60 serviced apartments, with dining spots, a club lounge, spa and fitness amenities. In Ras Al Khaimah, Address Al Marjan Island—a 196-key beachfront resort—will add family and children’s pools, a kids’ club, a spa and health-club facilities.
Taken together, these projects point to a clear strategy: build on strength in existing markets while breaking into new ones. ATM 2026 gives the Group a chance to meet trade partners, owners and investors across the industry.
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