Emaar Hospitality Brings Address and Vida to Life Through Augmented Reality

Emaar Hospitality Group (EHG) has launched two bespoke Snapchat augmented reality (AR) Lenses for its flagship brands, Address Hotels + Resorts and Vida Hotels and Resorts, delivering digital discovery with real-world experiences.

The initiative marks a significant step forward for the UAE’s hospitality sector, showcasing how augmented reality is evolving from a marketing tool into a storytelling medium that invites guests to experience a brand’s personality before they even check in.

Digital Innovation Meets Hospitality

“Luxury and lifestyle today are defined not only by physical surroundings, but by how a brand engages and connects with its guests,” said Nihal Pillai, Director of Digital Marketing at Emaar Hospitality Group.

“Through these Snapchat AR experiences, we are bringing the personalities of Address and Vida to life in a way that feels natural to our guests’ digital worlds.”

Developed in partnership with Snap Inc., the dual Lenses reflect the distinct identities of EHG’s brands:

• Address Hotels + Resorts – A sleek, elegant AR experience that evokes calm sophistication and premium urban luxury.
• Vida Hotels and Resorts – A dynamic, youthful Lens that captures the brand’s creative, community-driven energy.

The Technology Behind the Experience

The activation leverages Snapchat’s AR technology to combine digital storytelling with physical brand engagement. With 5 million Snapchat users in the UAE, representing nearly half the population, and internet penetration reaching 99%, the initiative taps into one of the world’s most connected audiences.

Users can engage with the AR filters to explore each brand’s mood and setting, a virtual prelude to the guest experience, turning everyday social engagement into an extension of the hotel’s narrative.

For EHG, the Lenses act as both pre-stay inspiration tools and post-stay amplifiers, extending the guest journey across digital touchpoints.

“Snapchat’s augmented reality technology empowers brands to connect creatively with audiences through interactive storytelling,” added Dana Adham, Client Partner, MENA at Snap Inc. “EHG’s Address and Vida Lenses perfectly illustrate how digital engagement can extend the essence of refined hospitality beyond the hotel stay.”

The Future of Connected Hospitality

The launch of these AR experiences underscores Emaar Hospitality Group’s ongoing digital transformation strategy, one that prioritises innovation and emotional connection.

With previous investments in virtual tours, mobile-first design, and smart guest services, EHG continues to position itself in digital-first hospitality, merging creativity with convenience to set new standards for guest engagement.

As the UAE cements its place as a hub for technological innovation and experiential travel, EHG’s AR activations highlight a new era where luxury meets interactivity, and where every brand moment, physical or digital, tells a story.