"Our ambition is to be one of the world's most admired and trusted hospitality companies, and with Dubai evolving as a global tourism and business hub, we have earned remarkable brand recognition in international markets." With a focus on brand differentiation to drive customer personalisation, Emaar Hospitality Group has launched three brands - the premium luxury Address Hotels + Resorts, the upscale lifestyle Vida Hotels and Resorts, and the contemporary midscale Rove Hotels, the latter as a joint venture between Emaar Properties and Meraas Holding. Harnisch said each of these brands has gained significant traction - and all are fast-expanding their footprint to meet the fast aspirations of a fast-changing tourist demographic, especially the millennial travellers. The expansion of Emaar Hospitality Group is complemented through higher operational efficiency and a customer-first approach highlighted through an organisation-wide digital transformation strategy.