In today’s hospitality landscape, luxury isn’t just about physical space; it’s also about how well a brand can connect with customers through significant digital touchpoints.
Augmented Reality (AR) has emerged as a powerful tool in this transformation, creating immersive experiences that allow guests to engage with a brand even before they book a stay. It connects imagination with reality in ways that traditional marketing never could.
Emaar Hospitality Group (EHG) has taken advantage of this potential by adding two interactive Snapchat AR Lenses to its major brands, Address Hotels + Resorts and Vida Hotels and Resorts, marking a fresh step in how digital and physical experiences come together.
Each Lens shows off the brand’s unique personality. Address Hotels + Resorts has a refined, elegant AR experience that reflects the urban elegance and peaceful luxury of its environment. Vida Hotels and Resorts, on the other hand, offers a colorful, fun Lens full of youthful creativity and social energy that is meant to be shared and enjoyed by everyone.
These AR activations are part of the Group’s broader storytelling strategy, giving guests meaningful interactions before, during, and after their stay. The campaign smartly takes advantage of the UAE’s very high level of digital connectivity.
According to DataReportal’s 2025 Digital UAE Report, internet penetration stands at about 99%, while Snapchat boasts approximately 5.09 million users, representing around 45% of the total population.
In this digitally advanced environment, EHG’s AR Lenses reach people where they are most engaged, bringing the group’s stories directly to mobile-first consumers.
This initiative is a big part of EHG’s larger digital transformation, which focuses on personalization and innovation. It shows that the hospitality industry is moving forward, starting with the time a guest finds the brand online, and not only when they check in.
