"We are now writing history"

Marianne Fitzgerald, GM Address Beach Resort Dubai, in an interview

CC author Angelika Möller spent her winter in Dubai, enjoying the sun and Expo 2020 and checking into the posh Address Beach Resort. There she met GM Marianne Fitzgerald and talked to her about the big issues: The future, goals and the central importance of the USP in business.


What projects are you currently working on?

After the successful opening at the end of last year, we are now concentrating on continuing to offer our guests new experiences. We have set two Guinness World Records for the "Highest Outdoor Infinity Pool in a Building" on the 77th floor and the "Highest Walkable Skybridge Floor in the World". We also unveiled our F&B outlet next to the infinity pool called ZETA Seventy Seven and are working on leasing our state-of-the-art, world-class 443 new serviced apartments.


What does the ownership structure (Hotel Address Beach Resort and Emaar) look like?

The hotel is owned by Al Ain Holding, a diversified investment group active in a number of key growth sectors, including hospitality. Emaar Properties PSJC manages the company's growing portfolio of hospitality assets including hotels, resorts, serviced apartments and the Equestrian Club.


What is the strategic direction of the hotel?

As Address Hotels + Resorts' first beach hotel, we are fully committed to becoming the premier destination for guests looking to take their hotel experience to the next level, whether locally or internationally. Whether for families or solo travelers from the GCC or guests from Europe or the US, Address Beach Resort offers the ultimate city escape in one of Dubai's most coveted and iconic locations overlooking Ain Dubai. The resort's location is ideal - away from the hustle and bustle of the city center, yet close enough to drive into town.


Which target groups do you appeal to and which source markets are "desirable"?

We have seen a lot of interest from countries such as Europe, the CIS, GCC and the UK and continue to adapt our services to serve and attract a variety of audiences from around the world. We are striving for global recognition and are already attracting an international clientele.


What are the characteristics of luxury hotels like the Address?

Our key features include the stunning property with the 77th floor infinity pool, the unmatched 360-degree approach and the fact that we are a hotel that caters to a universal audience, be it solo travelers, families or those seeking relaxation. Whether for business or pleasure, Address Beach Resort has something for everyone: 5-star dining, loyalty programs, interactive and educational children's activities, an outstanding spa as well as conference suites and multiple function rooms. Last but not least, we are located on a pristine sandy beach and crystal clear waters overlooking Bluewaters Island and Ain Dubai.


What is the USP of a hotel like the Address?

The Address Beach Resort brings a new identity to the global hospitality sector. The impeccably designed and innovatively developed resort features a 100-meter beach strip, a rooftop restaurant and a Guinness World Record-breaking infinity pool on the 77th floor. We are also home to a unique 5-star F&B offering: LI Brasil, which offers a culinary melting pot of Lebanese and Brazilian cuisine.


What is the difference between traditional European resorts/hotels and luxury hotels in the United Arab Emirates?

We focus on creating the most admirable experience for our guests - where every luxury and need is accessible. While traditional European luxury hotels continue to capitalize on the charm of historical significance, Dubai hotel resorts are currently making history. Not only is the focus on luxury, but increasingly it seems to be about offering an ecological alternative for the sustainability-conscious traveler. Measures such as culinary options to reduce water, digital directories and giving back to the environment through 'green box' amenities are at the forefront of our efforts to support sustainability, which seems to be a growing focus in the region.


For you personally, what qualities make a hotel unique or special?

Being part of a larger foundation that recognizes the needs of consumers and gives guests peace of mind that nothing has gone unnoticed. With each new change or feature, this property will continue to provide the ultimate vacation for years to come.


What makes "your hotel" so special?

The understanding and constant search for new ways to exceed our guests' expectations and experiences. Whether it's the resort's facilities or avant-garde culinary experiences, our greatest attribute is valuing our customers' feedback and striving to do our best to ensure repeat clientele. Address Beach Resort is a true sanctuary for all types of travelers. Enjoy unparalleled world-class hospitality, beachfront views, attention to detail - no two guests are the same - and culinary hotspots that are already in the spotlight ahead of Dubai's renowned and award-winning eateries.


Dubai is characterized by TOP luxury and award-winning hotels - what is the benchmark? What comes next? What is the future in terms of hotel service, hotel architecture,...?

Ultimately, our focus will always be on the customer experience and attention to detail, on the personal touch and the exclusive experiences we offer. To take these personalized experiences to the next level, we aim to integrate external partnerships into our hotel offering in the future. Be it through expansion, F&B offerings, hospitality services, health and wellness, etc. We want to continue to offer our guests an unforgettable experience and go the extra mile for them. Our ultimate goal is to be recognized for our loyalty and commitment to providing world-class service in all our verticals.

www.addresshotels.com/en/resorts/address-beach-resort