Lubna Khlifat elevated to Vice President - Customer Communication & Engagement (CX) at ALDAR. Abu Dhabi, Abu Dhabi Emirate, United Arab Emirates, July 2026 - ALDAR has elevated Lubna Khlifat to the role of Vice President - Customer Communication & Engagement (CX), recognizing her exceptional contribution to strengthening customer engagement, omnichannel communication, and customer experience across the organization's diverse real estate portfolio. In her expanded leadership role, Lubna will continue to shape ALDAR's customer communication and engagement strategy, driving innovation across digital and direct customer channels while further enhancing personalized customer experiences. Her promotion reflects ALDAR's continued investment in customer-centric transformation as it scales its business and strengthens long-term customer relationships. Lubna has been associated with ALDAR for over two years, most recently serving as Vice President - Customer Communication & Engagement, where she led strategic communication initiatives spanning live chat, mobile applications, call centres, WhatsApp, email, and other digital engagement platforms. During her tenure, she developed customer lifecycle communication frameworks, implemented segmentation-driven engagement strategies, established omnichannel content operations, introduced concierge-style engagement models for high-net-worth customers, automated communication workflows, and played a significant role in helping ALDAR achieve an industry-leading Net Promoter Score (NPS) of 86%. Alongside her corporate responsibilities, she has also provided Freelance Advisory Services, partnering with organizations across hospitality, retail, and real estate to design customer experience frameworks, customer journey strategies, omnichannel engagement models, empathy-led service programs, and employee experience initiatives that strengthen customer outcomes. Prior to joining ALDAR, Lubna served as Head of Customer Experience at Betterhomes, where she redesigned customer experience strategies across multiple customer segments, implemented AI-powered customer engagement solutions, established complaint management systems, and led automation initiatives to improve operational efficiency and service delivery. Earlier, she worked with DAMAC Properties as Customer Engagement & Communication Manager, where she established the customer communication function from the ground up, introduced AI-enabled communication platforms, developed customer segmentation strategies, increased digital engagement, enhanced customer journeys, and significantly improved customer satisfaction through integrated communication and experience initiatives. Before DAMAC, Lubna spent nearly five years with Majid Al Futtaim as Customer Experience - Assistant Manager, where she helped establish the customer experience function, designed customer engagement policies and VIP relationship programs, led large-scale customer transformation initiatives, strengthened customer retention strategies, and contributed to significant improvements in operational efficiency and customer loyalty. Earlier in her career, she spent more than three years with Emaar, progressing through the roles of Senior Customer Service Executive and Quality & Training Officer, where she focused on customer service quality, employee capability development, quality assurance, operational process improvement, and customer experience enhancement across the real estate business. She also gained early professional experience as a Quality Assurance Officer with Islamic International Arab Bank PLC, where she managed quality assurance processes and compliance initiatives, before beginning her career with the United Nations as an HR Assistant Officer, supporting day-to-day human resources operations and recruitment administration. Throughout her career, Lubna has established herself as a customer experience leader with deep expertise in customer communications, digital transformation, service design, customer journey mapping, organizational capability building, automation, and employee engagement, helping organizations build customer-centric operating models that deliver measurable business outcomes. Established to create world-class real estate developments for Abu Dhabi, ALDAR is one of the UAE's leading real estate developers, investment, and management companies. The company has developed some of Abu Dhabi's most iconic residential, commercial, hospitality, retail, and mixed-use destinations, including the internationally recognised Aldar Headquarters building, Yas Island developments, Al Raha Beach, Gate Towers, and numerous other landmark projects. Through innovation, sustainability, and customer-centric development, ALDAR continues to shape communities while delivering long-term value for customers, investors, and the Emirate of Abu Dhabi.

Betterhomes announces exclusive launch of 93-storey Dubai Tower. The launch marks a significant addition to Dubai's long-term leasing market at a time when residents are placing greater value on centrality, convenience, and the overall quality of daily life UAE's leading real estate agency, Betterhomes, in collaboration with H&H Properties, has announced the exclusive launch of City Tower. The 93-storey Dubai Tower(City Tower) is a premium long-term leasing address on Sheikh Zayed Road designed for residents seeking greater ease, connectivity, and quality in central Dubai. Located in Dubai's connected urban corridors. Developed and managed by H&H, City Tower sits within one of Dubai's most connected urban corridors, positioned between DIFC, Downtown Dubai, and Jumeirah, with direct access to Sheikh Zayed Road and a two-minute walk to Emirates Towers Metro. The launch marks a significant addition to Dubai's long-term leasing market at a time when residents are placing greater value on centrality, convenience, and the overall quality of daily life. Designed for long-term living. The tower introduces 695 residences, ranging from studios to four-bedroom homes, available to move into from June 2026. In addition, the tower features a massive residential amenity deck that acts as a secondary layer of living. This private "elevated oasis" is connected to the main tower via a skybridge above a nine-story parking structure, offering an infinity pool, padel courts, and a mini football field. The City Tower pairs generous layouts and calm interiors with a thoughtful mix of wellness, family, and everyday amenities, including fitness spaces, pools, padel courts, children's areas, resident lounges, alongside curated retail and dining venues. The building also offers a hospitality-led concierge service that includes in-home dining with private chefs, on-site home nursing, and pet care, smart living digital services managed exclusively by H&H. The philosophy of "Time for Living" At the heart of the project is the philosophy of "Time for Living". The idea reflects a simple yet increasingly relevant measure of modern luxury where less time is lost to the demands of the city, and more time is available for what matters. "City Tower is exactly the kind of project Dubai's long-term leasing market needs more of. It brings together location, scale, design, and service in a way that responds directly to how people want to live now," said Rupert Simmonds, Director of Leasing at betterhomes. "For residents working across DIFC, Downtown, and central Dubai, this is not just about having an address on Sheikh Zayed Road. It is about gaining back time, reducing friction and living with greater ease every day," he added.