Business & Money | Wednesday 6 April, 2016 1:09 pm |

Citymax Hotels, the hospitality division of the Landmark Group, today reveal the launch of its refreshed visual identity, together with a preview into its re-designed rooms. This exciting process has been inspired by and created to meet the needs of the modern informed traveller. 

Bold, vibrant and full of life, the re-brand is a response to the changing audience profile Citymax has attracted over the last five years. The Dubai market has seen a marked increase in the Millennial and B-leisure travel sector, which expects brands to reflect their character and attitudes.  To keep one step ahead, Citymax has refreshed and renewed its current look and feel to create a new visual identity based around the core philosophy of ‘Vibrant Simplicity’. 

The new messaging is portrayed through a new logo and re-design of hotel rooms using bright oranges and blues, whilst incorporating the four Citymax brand pillars of ‘Driving Value’, ‘Elevated Comfort’, ‘Colorful Exuberance’ and ‘Delivering Smiles’.  The design is also notable and unique in the marketplace as having been based on guest feedback and reviews, integrating new features from the most requested items on Trip Advisor. 

Aside from the consistent delivery of comfort and convenience which is brought to life with striking colours and contemporary design, 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. 

Russel Sharpe, COO of Citymax Hotels commented: “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. The new visual identity will also be enrolled into City

Citymax will showcase its new branding and rooms at the Arabian Travel Market 2016.