The Path Less Travelled
Rove Hotels was created from a desire to redefine hospitality for today’s traveller. As a Dubai-born group, they blend smart design, essential comforts and a vibrant spirit – all at an accessible price point. Here, RLI meets up with COO, Paul Bridger, to discuss the award-winning lifestyle brand’s offering and how it connects guests to the city.
The vision behind the business was to create spaces where guests feel inspired to explore, connect and be themselves. The brand is all about simplicity with purpose, offering thoughtful hospitality that never feels overcomplicated.
Currently operating over 4,000 rooms across 11 properties in the UAE, each hotel reflects the unique personality of its location. Beyond hotels, their Rove Home branded residences have seen remarkable growth, with over 2,000 units launched in the UAE in the last two years.
Two recent launches exemplify the company’s innovative approach. Rove Home Downtown, their first branded residence announced in Dubai, combines urban convenience with Rove’s signature style, offering spacious living areas and community-focused amenities.
Meanwhile, Rove Al Marjan Island marks their debut in the Ras Al Khaimah Emirate. One of the UAE’s most sought-after beach destinations, this property blends seaside relaxation with their playful design ethos, catering to adventure-seekers and families alike.
“Looking ahead, in the immediate future we will be opening a hotel and residences in Sharjah’s popular Aljada neighbourhood and launching new Rove Home projects,” comments Paul Bridger, COO and Head of Rove Hotels. “Beyond these, we are poised for significant expansion across the Middle East and beyond, leveraging the region’s booming tourism and business travel sectors. We are actively looking for new opportunities in key GCC countries, with a special emphasis on Saudi Arabia and emerging markets like Oman and Bahrain.”
Rove Hotels prioritise a simple, personal approach to hospitality. They believe in the power of listening to guest feedback and acting on it swiftly to continuously improve their experience. Equally crucial is the empowerment of their team to take ownership of the guest journey.
This commitment to great customer experience extends to their hiring strategy, where they prioritise personality and brand fit over specific skills. They seek naturally attentive and hospitable individuals and then provide them with the necessary training.
As our conversation moves onto technology and sustainability, Bridger highlights that in relation to e-commerce, this is a tool used to simplify, not complicate and they use it to streamline processes and automate tasks where possible.
“In terms of social media, this is an extension of our brand – a space to engage, entertain and build community. Many of our guests, particularly younger ones, are looking for Instagrammable spots to share their experiences online. This is why our hotels feature bold and vibrant designs that are perfect for online content.”
Sustainability is a core value of the company and they are committed to minimising their environmental impact through a variety of initiatives. They have replaced single-use plastic bottles with refillable glass bottles across the portfolio, compost all of their food waste and utilise LED lighting, reducing electricity consumption by 75 per cent. Solar power heats their water and they have digitised their check-in process, cutting paper use by 90 per cent. These efforts have been recognised through a Green Key Certification and the Dubai Sustainable Tourism Stamp, which has been awarded to all of their hotels.
Operating in such a competitive environment, the business thrives by focusing on delivering authentic experiences and cultivating a strong sense of community, going beyond simply providing accommodation.
“We achieve this by emphasising the creation of unique and memorable experiences for every guest. We empower our team to connect with our “Rovers” (guests) on a personal level, offering genuine hospitality and proactively anticipating their needs. Furthermore, we design our hotels as vibrant social hubs, with lively public spaces and carefully curated events that foster interaction and create a feeling of belonging,” explains Bridger.
Rove is fuss-free, approachable, thoughtful and unapologetically full of personality. They focus on getting the essentials right – comfort, convenience and connection – then layer in creativity and local flavour. The idea is for it to be hospitality that feels effortless, inviting guests to explore, relax and be themselves.
When discussing what lies ahead, the COO highlights that scaling while preserving their unique culture will be one of the biggest challenges they face. As they expand into new markets, they will work hard to stay true to their core values while adapting to local nuances. Balancing growth with authenticity will be key to the company’s long-term success.
“We are proud to be a homegrown brand making waves regionally. From our first hotel to ventures like Rove Home and our recent opening in Al Marjan Island, we are evolving while staying rooted in what makes us unique: a playful spirit, a community focus and a commitment to reimagining hospitality,” concludes Bridger.
