DUBAI, 6 November 2008: Zabeel Investments today announced that its flagship hospitality brand, Tiara Hotels & Resorts, is adopting a new brand name - Essque Hotels – as it gears up to open its first property in 2009.

Announcing the rebranding, H.E. Mohammed Ali Al Hashimi, Executive Chairman of Zabeel Investments said: “Essque was created as we felt it was the right time to introduce a brand that will become a benchmark in luxury hospitality. A number of sub-brands, covering a range of hospitality services and operating as standalone and integrated business units, will eventually come under the Essque Group."

H.E. Al Hashimi added: "Essque is a contemporary brand that reflects the passion, creativity and originality of its 'thought luxury' hospitality offering. As a brand it will defy conventional perceptions of hospitality."

Danny Haddad, CEO, Essque Hotels said: “Our agenda is simple: we want to inject a strong element of democracy in our approach to hospitality. We want to empower our guests with the freedom to choose, enabling them to customise their experiences at our properties. "

Essque Hotels is currently in the process of finalising plans to open its first property, Essque, which is located at the heart of the Palm Jumeirah. Scheduled to open in 2009, the property will feature 309 luxury bedrooms and suites, a full-fledged spa, meeting rooms and a range of food and beverage outlets. Essque will be part of the Tiara Residence project.