The boss of Atlantis Dubai has said there is a “master plan” in place for future expansion beyond Atlantis The Palm and Atlantis The Royal. 

Speaking at Aspire’s annual conference, Leaders of Luxury, executive vice-president and managing director Tim Kelly revealed the brand has further construction planned for the 2.3km stretch of beach it owns on Dubai’s The Palm.

“The future is you have Atlantis The Royal and then we [will] have the unveiling of what will be Atlantis Dubai,” he said. “We do have a master plan.”

He added: “The master plan will entail more rooms, more towers, more restaurants and probably the largest private convention space that exists in Dubai and in the region. 

“And then with that we're going to really start to focus on our entertainment pillars - that's going to be the next avenue for us. So we'll have our own theatre where we can do residencies and different types of shows, acts and performances. So it's really about how you accomplish this all in one enterprise for our guests.”

Kelly said upcoming property Atlantis The Royal would be ready in the fourth quarter of 2022, with the brand releasing rates into the market in April and “slowly accepting guests in the late summer”. 

Asked if the new resort would be looking to entice existing customers from Atlantis The Palm, Kelly confirmed the brand would be going after new market share.

He said: “As we know with Atlantis The Palm it's all about experience, high energy, stimulation. It's a large resort and that’s what it thrives on and that's what makes it so magical and special. 

“[Atlantis The Royal] is a much different resort, [with a] much different feel and appeal, and I think it will resonate with a much different customer. 

“So from our perspective, we'll be shifting a lot of share from what we would call our luxury market that exists in Dubai and that's really what the intention is, not so much to cannibalise existing but more or less attract new share.”

He added: “A resort like this comes along a handful of times in a decade. It's really that special in so many ways.”