Dubai-based leisure and entertainments company DXB Entertainments PJSC – the owner of Dubai Parks and Resorts that includes Motiongate Dubai, Bollywood Parks Dubai, LEGOLAND Dubai, LEGOLAND Water Park, Riverland Dubai and the upcoming Six Flags Dubai – plans to grow its Lapita brand in the region.
This announcement follows the official opening of the first Lapita Hotel, part of Autograph Collection by Marriott, in January with the aim to spearhead a series of Lapita Hotels ultimately forming a global chain.
The Polynesian themed Lapita Hotel Dubai is located at the heart of Dubai Parks and Resorts and is dedicated to families and friends who want to stay close to all the theme parks and at the same time enjoy a fun destination in its own right. The hotel offers 504 keys, including 60 suites and 3 villas.
As part of its goal to deliver shareholder value and become a leading provider of leisure and entertainment offerings, DXB Entertainments aims to launch Lapita in other prime entertainment destinations to represent the best in upscale themed family hotels. The company aims to secure management contracts with trusted partners to facilitate the expansion plan.
Raed Kajoor Al Nuaimi, CEO of DXB Entertainments PJSC considers the expansion plans as the next evolutionary step in the company’s strategy and the brand’s offering. “We are aiming for Lapita to become the leading family hotel chain in key entertainment destinations around the world. Strategically we want to establish ourselves locally before expanding regionally and then globally. This of course means starting here in Dubai at the Dubai Parks and Resorts destination while seeking further opportunities,” he says.
“The Lapita Hotel chain will be based on the same business model – linking to theme parks and entertainment destinations to ensure strong demand. By combining the existing Lapita model with high-level operating standards and processes, custom tailored to theme parks and family destinations – Lapita will stand alone as a new and unique brand,” he adds.
“The Dubai Parks and Resorts destination has now been open to the public for over five months, and the demand for on-site hotels is evident. In last few weeks of March, the Lapita Hotel Dubai was close to full occupancy as the destination experienced some of its highest attendance numbers on the back of regional school holidays,” Al Nuaimi continues.
The Lapita Hotel is designed to bring an exciting, new and fresh approach to family vacations and is custom tailored to the needs of families. Boasting a serene atmosphere and lush landscaping, the family-friendly Lapita offers five signature restaurants and bars serving up international fare, from seafood to Chinese specialties, accompanied by live music and entertainment. Additionally, children can discover endless games and activities, including exciting Polynesian inspired arts and crafts projects at the Luna & Nova Kids and Teens Club. These themed activities are designed to offer endless surprises to children and the young at heart.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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