A new serviced hotel apartment operator has entered the Gulf market - NAIA by DAMAC launched this week and vows to provide more lux and convenient options for families.

More than 3,800 accommodations are being readied for Dubai alone, according to luxury real estate developer DAMAC. The firm launched NAIA this week with a range of new projects in the works, including NAIA Downtown Jebel Ali, which opens later this month.

Although DAMAC has been involved with hospitality for just three years, it is now the largest developer in the emirate, with over 9,000 keys already available across its properties.

Of the rooms, suites and apartments that El Chaar has on his books, 2,550 will open in 2014. There are a total of seven projects that will open in before the end of this year. These properties also include the DAMAC Maison brand, which saw The Dubai Mall Street open on the last day of 2013.

Also on the way are NAIA Downtown AKOYA, NAIA Miracle Garden, NAIA Dubai World Central, NAIA Jumeirah Village, NAIA Business Bay, and NAIA Al Maktoum Airport Street – each offering spacious units, ideal for families and travelers expecting to linger in the UAE.

Each NAIA by DAMAC unit comes complete with a fully-fitted kitchen and maid services, with access to a restaurant, kids club and swimming pool.

DOTW News spoke to DAMAC general manager Ziad El Chaar about the new brand and what customers can expect.

“People want more and more different products, not just another Sheraton or Meridien,” said El Chaar.

“We are the ones introducing the new projects that will bring a new type of customer to Dubai. This will add to tourism numbers. We see a demand for these kinds of projects from Saudi, Qatar, Kuwait, Pakistan, Malaysia, Indonesia and elsewhere. Everybody wants to invest in our projects,” he said.

NAIA Jumeirah Village

The GM quipped that new brand NAIA could be named after the female lead in 2000’s “Mission: Impossible II” movie, but went on explain that the name has several meanings.

“In Greek, it’s a water nymph; in Persian it means blossom; in the Hawaiian language it’s a dolphin; in Hindi and Urdu it means new; in Arabic it means “getting to where you want” – but for us NAIA is a young, adventurous, free-spirited hotel brand,” explained El Chaar.

The DAMAC boss also illustrated his perspective on the main distinction between the two brands.

“We see you coming to NAIA in your old Volkswagen Campervan, which is colourful and full of friends and adventure. Whereas in DAMAC Maison it’s all gold and black and you get to be picked up from the airport in a Ferrari FF,” he added.

In response to how the developer is taking a different approach to hospitality options in the region – including an upcoming Sharia compliant hotel in the works for Dubai’s Jumeirah Village – El Chaar is adamant that DAMAC has its finger on the pulse.

“We keep listening to our customers. We give our clients what they want. This is why we developed hotel apartments, because people are now visiting Dubai for a longer time and bringing the whole family,” he commented.

“What is easier for a family with three kids? To have three rooms along a corridor, or to take a two-bed apartment with one door, one key, one kitchen, with washing facilities and groceries delivered?”

DAMAC Properties has delivered 9,318 units to date and currently has a development portfolio of over 25,000 units at various stages of progress and planning as of December 31, 2013.

But when asked about plans to develop outside of the Middle East, El Chaar added: "Our core market is the GCC. We’re already in Dubai, Abu Dhabi, Doha, Riyadh and Jeddah – this is our playground."