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Travel, Tourism & Hospitality Armed Forces Officers Club and Hotel unveils new identity


Abu Dhabi’s Armed Forces Officers Club and Hotel (AFOCH) is set to undergo a large-scale rebranding, taking on a reinvented identity as Erth – a name that means “legacy”.


Revealed at this year’s Arabian Travel Market (ATM),  Erth has a fresh new look but an age-old mission – to provide guests with the highest quality of personalised and genuine service in the heart of Abu Dhabi. The new brand identity complements a refurbished resort that will be completed in 2022.


Shaikha Al Kaabi, CEO of Erth, said: “Erth is continually inspired by the rich cultural heritage and proud history of the UAE. We are excited to begin this new chapter to carry on the brand’s legacy of providing the highest levels of bespoke Emirati hospitality, inspired by the story each venue tells.”


Erth’s redesigned accommodation will provide welcoming, family-friendly spaces across 237 rooms, 42 suites and 13 villas. Each is an expression of elegance and uniquely designed to offer a charming, comfortable stay for guests.


Erth is a destination that encompasses comprehensive dining and leisure facilities. These include a Blue-Flag certified private beach, resort pool, the inviting Al Fayy Garden, an indoor and outdoor recreational hub housing a mixed gym, six restaurants, dedicated event and meeting spaces, including a new ballroom, and the soon-to-open Central Production Unit to further complement its catering and event services.


With a storied past and a unique combination of facilities, AFOCH has long been one of Abu Dhabi’s best-kept secrets. Erth will now build on that legacy and enable that secret to be shared with discerning guests from around UAE and the world.


Located 15 minutes from downtown Abu Dhabi and in close proximity to the iconic Sheikh Zayed Grand Mosque, Erth invites guests to stay with a story and experience the past, present and future of Abu Dhabi. –  TradeArabia News Service 


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