Emaar Hospitality Launches Snapchat AR Brand Lenses

Dubai, United Arab Emirates —

Emaar Hospitality Group, the hospitality arm of Emaar Properties PJSC, has announced the launch of two bespoke augmented reality (AR) Lenses on Snapchat for its flagship brands — Address Hotels + Resorts and Vida Hotels and Resorts. The initiative represents a milestone in the Group’s journey to integrate immersive technology into the guest experience and connect with audiences in dynamic, meaningful ways.

This innovation reinforces Emaar Hospitality Group’s commitment to digital transformation, combining creativity and technology to build stronger emotional connections with its guests before, during, and after their stay. The AR activations form part of the Group’s broader strategy to bridge digital engagement with physical hospitality experiences through storytelling that inspires travel and loyalty. “Luxury and lifestyle today go beyond physical spaces — they’re defined by how brands connect and engage with guests,” said Nihal Pillai, Director of Digital Marketing at Emaar Hospitality Group. “Through Snapchat’s AR experiences, we’re bringing the personalities of Address and Vida to life in a way that feels natural to our guests’ digital worlds. Dubai has always led in hospitality and technology, and this step continues that legacy by merging the real and virtual to redefine the guest journey.”

Distinctive AR Experiences for Each Brand

Each AR Lens has been meticulously designed to reflect the essence and visual identity of its brand:

• Address Hotels + Resorts: Offers a refined, elegant experience that captures the brand’s urban sophistication and serene luxury. The AR Lens provides users with a virtual taste of the elevated ambience that defines Address properties.

• Vida Hotels and Resorts: Embodies vibrancy and creativity through a playful, shareable AR Lens that mirrors Vida’s youthful energy and social lifestyle, designed to spark engagement and self-expression.

Connecting with the UAE’s Mobile-First Generation

The launch taps into the UAE’s world-leading digital ecosystem. According to the DataReportal 2025 Digital UAE Report, the nation’s internet penetration stands at 99%, while Snapchat boasts 5.09 million active users, covering nearly 45% of the population.

This highly connected, mobile-first audience provides fertile ground for immersive, mobile-led brand storytelling. The Snapchat AR Lenses allow Emaar Hospitality to meet audiences where they are most active — on digital platforms — driving discovery, interaction, and shareability.

Targeted Engagement for Distinct Audiences

Each Lens is tailored to the core audience of its respective brand:

• Address Hotels + Resorts: Appeals to discerning travellers, business professionals, and GCC guests who appreciate refined elegance and urban luxury. The Lens serves as an aspirational gateway to the Address experience.

• Vida Hotels and Resorts: Resonates with younger, design-conscious, and socially engaged travellers seeking creative, connected stays. The Lens amplifies their lifestyle through visual and interactive storytelling.

These activations act as pre-stay inspiration tools and post-stay engagement platforms, extending the brand experience beyond hotel walls and into the digital realm.

Strategic Innovation in Digital Hospitality

Far beyond creative marketing campaigns, these AR initiatives represent strategic digital assets that enhance the guest journey from discovery to return. By offering immersive previews of each brand’s unique spirit, Emaar Hospitality fosters anticipation, emotional connection, and brand advocacy. “We’re proud to collaborate with Emaar Hospitality Group in launching these AR experiences,” said Dana Adham, Client Partner, MENA, Snap Inc. “Snapchat’s AR technology enables brands to connect with audiences through interactive storytelling — and Emaar’s Address and Vida Lenses are a perfect example of how digital creativity can extend the essence of hospitality beyond physical spaces.”

Leading the Future of Connected Hospitality

The Snapchat Lenses are part of Emaar Hospitality Group’s wider digital transformation journey, which includes innovations such as virtual property tours and integrated mobile applications. By being among the first hospitality operators in the UAE to introduce custom AR Lenses, Emaar Hospitality continues to set new benchmarks for technology-driven guest experiences.

As the UAE solidifies its position as a hub for digital innovation and experiential luxury, Emaar Hospitality Group remains at the forefront of redefining how people connect with hospitality — blending technology, emotion, and creativity to deliver experiences that are both memorable and shareable.