Developers Emaar and Meraas have revealed details of their new mid-market hotel brand Rove Hotels.
The companies said they expected the brand to be across 10 locations in Dubai and the Gulf by 2020.
The inaugural property, with 420 rooms is set to open by the end of this year boasting self-check-in stations and e-concierge mobile applications.
Developed by Emaar Hospitality Group, the hotels arm of Emaar Properties, the brand is looking to attract a younger clientele.
Philippe Zuber, chief operating officer of Emaar Hospitality Group, said the new hotel brand would be “set in central destinations and bringing a distinctive new lifestyle inspired value hospitality experience”.
He added that the brand would also be supporting the build up to the World Expo 2020.