When the pandemic knocked the world’s hospitality industry to its knees, numerous hotels closed their doors, travel ground to a halt, and doubt hung over the horizon. Yet, between the stillness of shuttered lobbies and vacant suites, something was brewing – a change that would recast the destiny of city breaks and shared living.
Shattering this cocoon of a pandemic and being a beam of light to the hospitality sector was Rove Hotels, one of the Middle East’s fastest expanding lifestyle hospitality players. While more conventional models were falling apart, Rove reset the role of hotels, beyond mere sleeping space, as they envisioned hotels to be dynamic, accessible co-living spaces bringing together community, comfort, and convenience.
Originally launched in Dubai in 2016, Rove Hotels has expanded quickly, with more than 4,500 rooms open or under construction throughout the region. By the beach, in vibrant business hubs, or close to tourist attractions, Rove provides travelers with a smart and chic option that doesn’t sacrifice value or experience.
In the center of it all is Paul Bridger, visionary Chief Operating Officer for the brand. His trailblazing vision has led the company with grit and ingenuity, anticipating the needs of new-age explorers and fueling the growth of the region’s burgeoning tourism industry. Paul’s philosophy is straightforward: create offbeat, budget-friendly lifestyle hotels that are a home away from home, without sacrificing the pizzazz today’s travelers desire.
With an expanding footprint in prime destinations and a commitment to fun as well as functionality, Rove Hotels isn’t merely surviving pandemic hospitality, it’s reinventing it.
A City Stay For the Curious and Connected
Designed for city explorers, Rove Hotels are tailored for the new-generation traveler—individuals who value simplicity, cultural spice, basic comforts, and great value. The destinations are designed for digital travelers and adventure-lovers who live for cities and love experiences, not excess.
Every hotel in the Rove collection is carefully assembled to satisfy the functional requirements of travelers without sacrificing individuality. From fast service to tasteful design and technology-driven perks, every detail serves a function while offering a touch of neighborhood character.
Aesthetic Meets Function: Where Design Sparks Creativity
Rove’s character is revealed in its chic interiors and colorful, camera-loving corners. These areas are scattered with local art and touches that encourage a visual encounter. Far from mere hotel lobbies or rooms, Rove hotels contain creative spaces for making things happen—such as podcast recording studios and Nikon-partnered photo and video studios—ideal for content creators and visionaries.
Created for creatives, these facilities place Rove as much a destination to reside, as a canvas to create, document, and capture creativity on the move.
Stay Comfortable. Stay Yourself.
Rove Hotels are the traveler’s starting point, in the heart of the city—spaces where guests, endearingly referred to as Rovers, become part of the family from the moment they arrive. With an easy attitude to hospitality, there is no dress code, no valet queue, and no pretension—just a friendly vibe where people can be themselves.
Every room is equipped with travel-friendly amenities such as universal charging outlets, midnight snack-capable mini-fridges, and smart design elements that allow guests to unwind, recharge, and feel in charge of their environment.
Smart Hospitality for the Remote-First Generation
Each Rove property prioritizes functional convenience. Look for tidy, good-sized rooms, high-speed internet, and self-service features that minimize waiting time. There is free parking, 24-hour laundry facilities, and flexible co-working spaces that are geared to accommodate guests at all hours of the day.
Rove’s General Manager, Paul, remarks, “Remote work is no longer a trend—it’s the new norm. As companies shift to cloud-based operations, we’ve created environments that empower flexibility, reduce commute fatigue, and deliver work-life balance in one seamless location.”
Small Details, Big Impact
Rove Hotels aren’t responding to trends—they’re getting ahead of them. Whether a guest is in for a night or several months, each small touch is crafted with care. Guests can relax with board games in public lounges, stock groceries in their in-room fridge, and jump into quiet pods for high-stakes video meetings. For group travelers, well-appointed meeting rooms across properties provide privacy and professionalism in relaxed surroundings.
Welcoming Long-Term Guests with Co-Living Solutions
With a rise in monthly visits, particularly in a city like Dubai—an increasingly popular choice for international freelancers—Rove countered with the Live + Work initiative, designed in collaboration with DTCM. This scheme enables visitors to get settled in Dubai with no initial fees, no surprise charges, and complete liberty from fixed lease agreements.
The co-living plan offers everything needed for a seamless relocation experience, blending the ease of hotel living with the flexibility of remote work—perfect for digital migrants embracing Dubai’s fast-paced but relaxed lifestyle.
Not Just a Hotel, But a Creative Community
It’s more than just a place to lay your head, though. Rove has become a social and cultural hotspot. “We host art events, plan local outings, and host regular community gatherings,” Paul points out. These aren’t isolated events—they’re part of the brand’s DNA.
A Vision Rooted in Creativity and Connection
Paul, Rove’s 2016 recruit, had a vision for an unconventional hospitality brand—budget-friendly, chic, and contemporary. Today, that dream has evolved into a tried-and-tested lifestyle brand. Even before working from home became the rage, Rove infused co-living into its DNA through energetic design, communal spaces, and community-led initiatives.
The COVID-19 pandemic had a turbo-charged effect. With greater numbers looking for flexible working and living conditions, demand skyrocketed and Rove met it by doubling down on inclusivity and innovation.
A Brand Built for Creators, Nomads, and Risk-Takers
Paul is adamant that a hotel can provide more than mere accommodation. At Rove, there is an aim to facilitate expression and creativity. “That’s why creators are drawn to us. We make it simple to create, without the need for a whole production crew,” he states.
Rove was ready when the world transformed. Various properties began to feature private office environments, which allowed professionals to work independently without needing to rent entire floors or office areas. Plug-and-play studios like the Rove Podcast Studio and the #RoveWithNikon studio, both fully fitted with high-quality equipment for upcoming artists, followed.
Where Gamers Find Their Playground
Among Rove’s riskiest gambles was the introduction of the region’s first Gamer Caves—entirely dedicated gaming rooms. The radical concept drew attention from international media, providing a stage for recreational players and hardcore eSports enthusiasts alike. The innovation not only rode the wave of a burgeoning gaming trend but established Rove as a leader in lifestyle hospitality that merged with digital entertainment.
Paul continues, “We risked. We disrupted. And were rewarded with the loyalty of
communities that prize bold ideas.”
Co-Living: The Future Arrived
While more people leave the 9-to-5 office job to work remotely in far-flung adventures, Paul believes co-living will prosper. “Those who are joining this sector must focus on accessibility, transit-accessible locations, and building authentic community spaces,” he stresses.
With nine spots in prime areas of Dubai, Rove has developed city oases where remote workers, solo explorers, and entrepreneurs can meet, exchange experiences, and flourish in a vibrant setting replete with opportunities.
All-Inclusive Living. No Strings Attached.
The advantages of staying long-term in Rove are well out of the way of old rental models. The guests receive the flexibility to add one month to their stay, without any of the paperwork and deposits associated with renting. And in contrast to standard apartments, here you receive hotel amenities: regular housekeeping, laundry facilities on-site, fitness center access, pool time, and around-the-clock support.
This combination of flexibility and convenience has turned Rove into the hub of choice for freelancers and digital entrepreneurs in Dubai.
A Golden Quarter for Dubai Hospitality
Looking ahead, Paul was optimistic about the final quarter of 2022. With major international events like the FIFA World Cup in Qatar and T20 Cricket World Cup in Australia, Dubai was positioned perfectly as a transit and leisure hub. “We’re expecting a massive influx of travelers who’ll get their first taste of Rove,” he said. “It’s the perfect opportunity to introduce more people to what makes our brand special.”
Nine Locations. Endless Possibilities.
All Rove Hotels are conveniently located with great proximity to metro stops and public transport. Whether one desires a beach getaway, a downtown stay with Burj Khalifa views, or proximity to heritage areas or Expo City—there’s a Rove for that.
The plans for expansion by the company are not limited to Dubai. With developments emerging in Saudi Arabia and throughout the UAE, from Ras Al Khaimah and Sharjah, Rove is well on its way to over 5,000 rooms—showing that its combination of affordability, innovation, and community is in high demand beyond borders.
