Russel Sharpe, COO of Citymax hotels has spoken exclusively to Hotel News ME about the re-branding of Landmark Group’s hospitality division, which includes a new visual identity and new room design. 
The all new Citymax, which will be unveiled at ATM later this month, is a response to the changing audience Citymax has attracted over the past few years. The new room features have been included in response to Trip advisor and guest feedback and include items such as pull-out bed, media hub, rain showers and ironing board.
Sharpe said: “The re-brand consists of a whole new visual identity based around the concept of Vibrant Simplicity. Vibrant simplicity is our new core essence and culture at Citymax and shown through a new Logo and Room design.
“The new and improved Citymax Hotels will change the expectations on the 3 Star landscape. The new rooms have been designed based on feedback from Trip Advisor and include elements such as us media hub, rain showers, ironing boards, integrated lighting and contemporary blue and orange design,” he added.
The new larger rooms feature a TV and media hub, handy ironing board, controlled room access with integrated lighting and AC as well as new modernized bathrooms with rain showers. Added extras such as pullout beds are included, meaning each room now accommodates 3-4 people, but is charged per room, not per head.
Describing the new look as “bold, vibrant, simple”, he continued: “The new properties will have larger room sizes, extra pull-out beds, vibrant all day dining and specialty restaurants, for example Business Bay will have banqueting options and rooftop restaurants!”
In a statement from the company, Sharpe said: “Citymax aims to be a pioneer within the hospitality industry. Travelers and tourists today are bored of the usual economy/mid-market offer and seek a brand with a more contemporary, forward-thinking philosophy that speaks to their interests and lifestyle. We hope that the new visual identity captures the imagination of tourists, providing an elevated level of comfort, convenience and efficiency in an engaging and delighting way. We are extremely excited to infuse the new identity across our up and coming properties and to listen to the feedback from our guests.”
The new visual identity will be featured in Citymax Hotels yet to open within the region; Ras Al Khaimah, Al Barsha and Business Bay. Set to open in the first quarter of 2017, ultimately doubling its current portfolio of hotels. The Visual identity will also be featured in its up and coming Alexandria property Egypt. The new properties will also feature offerings such as all day dining venues, banqueting facilities and refreshed restaurant concepts.
