International resort and residential developer IFA Hotels & Resorts (IFA HR) has reflected its recent company restructure and business expansion by also updating its brand identity.
The publicly-listed company, which is the largest foreign investor on the Palm Jumeirah, embarked on the restructure as it drives forward with developing new business ventures in the Middle East and internationally.
Having maintained a leading position in the market in the global economic downturn, IFA HR is entering a renewed phase of optimism, ready to accelerate its growth after remaining on course during challenging times for the real estate industry.
Commenting on IFA HR’s new brand identity, Talal Al-Bahar, Chairman and Group CEO, IFA Hotels & Resorts, stated: “The future for IFA HR is about evolution, not revolution and as a company we remain committed to the values that have brought us to where we are today.”
“We are expanding geographically and into new product categories, and our brand identity needs to reflect these developments as well as our world-class credentials. As we embark on this new era, we are now in a better position to explore a wider set of business opportunities and territories,” Al-Bahar said.
Khaled Esbaitah, CEO, IFA Hotels & Resorts, added: “The new-look brand comes at a time of significant growth for IFA HR in terms of new projects and business ventures. In 2014 we will be extending our market presence in established markets through our Yotel brand, creating new companies and adding to our portfolio on the Palm Jumeirah in Dubai.
“Our new project launch later this month offers a totally different look and feel compared with to our previous projects. It’s great to be able to add something new to an already diverse portfolio.”
IFA HR is an international mixed-use hotel and resort developer with projects designed to meet a broad spectrum of hospitality and residential needs. The company’s portfolio includes developments throughout the Middle East, Europe, Africa, North America and the Indian Ocean. Its hotels include Fairmont The Palm and Movenpick Jumeirah Lakes Towers in Dubai, The Four Seasons Hotel Beirut, Fairmont Zimbali Resort, Fairmont Zimbali Lodge and Legends Golf and Safari Resort in South Africa and the renowned YOTEL brand in Europe, the United States and Asia.
In addition to hotels, IFA HR’s portfolio includes mixed-use residential resorts, vacation clubs, private residence clubs and luxury homes including the Kingdom of Sheba project on The Palm Jumeirah, the company’s single largest development which will be completed in phases, the first of which is due to complete next year.
Al-Bahar concluded: “The new corporate brand image for IFA HR marks a renewed source of energy and enthusiasm within the company as well as a well-defined vision of how we want the company to grow.”
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