Dubai Deira Waterfront gets 6 new hotels; 999 keys added to city’s hospitality sector

Dubai: French hospitality giants Accor, hospitality management firm Valor Hospitality Partners, and the Investment Corporation of Dubai (ICD) have announced a significant partnership expansion by opening a six-hotel cluster at the rapidly developing Deira Waterfront. The ambitious project, part of the Deira Enrichment Program, officially opened on April 1.  

Valor Hospitality Partners will manage the 999-key cluster, Accor and ICD said in a statement. The development integrates three existing Accor properties – operating under the ibis Styles, Aparthotel Adagio, and Mercure brands – with three brand-new additions bearing the Novotel, ibis Styles, and Mercure names.

According to the hospitality groups, the expansion caters to Dubai’s distinct traveller's needs. In this case, Adagio meets the demand for extended stays. Mercure delivers locally inspired experiences, ibis Styles provides design-driven affordability, and Novotel seamlessly blends business and leisure. 

“Focusing on strategic, sustainable and exponential growth is the driving force of our partnership with ICD and its wholly owned property developer Ithra Dubai,” said Julien Bergue, Co-Founder and Managing Partner - Middle East, AMEA at Valor Hospitality Partners. Bergue said, “This intensifies our firm commitment to the UAE and Dubai hospitality sectors, both well known for their innovation and excellence.”

As demand surges for midscale and economy accommodations, the portfolio is poised to serve a growing segment of travellers seeking quality stays at competitive pricing. Accor operates over 290 properties in the Middle East across all its brands. It plans to expand further, adding +130 new addresses by 2028.

Accor's expansion aligns with its long-term vision for the Middle East, Africa, and Asia Pacific. “This expansion also reflects the increasing demand for quality midscale and economy accommodations in Dubai, catering to a diverse range of travellers,” according to Paul Stevens, Accor’s Chief Operating Officer, Premium, Midscale and Economy brands for Middle East and Africa.

In an earlier interview with Gulf News, Duncan O’Rourke, CEO of Middle East, Africa and Asia-Pacific at Accor, had said that Accor's non-luxury brands - Pullman, Ibis, and Novotel—are seeing strong growth in the region. For Accor, the UAE remains one of the main revenue drivers of in the region.

The group plans to tap into the 'premium economy', extended-stay residences, and other serviced apartment segments to fuel regional growth, said O'Rourke.