Citymax Hotels sheds light on a bold and vibrant new identity

Citymax Hotels

Focused on keeping its offering fresh and exciting for the contemporary traveller, Citymax Hotels has unveiled a spruced up visual identity and re-imagined rooms.

This bold and vibrant rebrand comes as a result of the company’s changing audience over the last five years. In recent years, Dubai has been increasingly welcoming the Millennial and B-leisure travel sector. Staying ahead of the game, Citymax has refreshed and renewed its current look and feel, bringing forth a new visual identity based around the core philosophy of ‘Vibrant Simplicity’, with a new logo and re-design of hotel rooms, which make use of bright oranges and blues, whilst incorporating the four Citymax brand pillars of ‘Driving Value’, ‘Elevated Comfort’, ‘Colorful Exuberance’ and ‘Delivering Smiles’.

The design is based on guest feedback and reviews, and integrates new features from the most requested items on TripAdvisor.


Adding to this, the new larger rooms feature a TV and media hub, an ironing board, controlled room access with integrated lighting and AC as well as new modernised bathrooms with rain showers. Added extras such as pullout beds are included, and therefore, each room can now accommodate up to four people – charged per room, not per head.

Chief operating officer, Citymax Hotels, Russel Sharpe enthused: “Citymax aims to be a pioneer within the hospitality industry. Travellers and tourists today are bored of the usual economy/mid-market offer, and seek a brand with a more contemporary, forward-thinking philosophy that speaks to their interests and lifestyle. We hope that the new visual identity captures the imagination of tourists, providing an elevated level of comfort, convenience and efficiency in an engaging and delighting way. We are extremely excited to infuse the new identity across our up and coming properties and to listen to the feedback from our guests.”

The new visual identity will be featured in regional pipeline hotels in Ras Al Khaimah, Al Barsha and Business Bay, which are expected to open in Q1 of 2017. The new identity will also be featured in Citymax Hotels’ up and coming Alexandria property in Egypt.

Citymax will be shedding light on these updates at the Arabian Travel Market taking place this month.