Good-bye, Crown Macau. Hello, Altira Macau.
Altira is the new name of the former Crown Macau and the latest gaming and hospitality concept by Melco Crown Entertainment.
Another Crown property, also by Melco, but this time named Crown Towers will open in June at the soon-to-launch City of Dreams. The project consists of a 420,000-square-foot casino with approximately 1,350 gaming machines, over 20 restaurants and two theatres. The accommodation component, besides Crown Towers, includes Hard Rock Hotel and Grand Hyatt, all totaling 2,200 guestrooms plus a yet unnamed apartment hotel. Crown Towers will offer 300 guestrooms, which includes 200 deluxe rooms, 55 suites and 33 villas.
While it will concentrate on catering to a larger market, sister property Altira Macau – “altira” derived from the Latin word “altus” meaning “high” – targets a more exclusive clientele with just 216 guestrooms, including 24 premium suites and eight villas. A multi-level casino and the Michelin-starred Ying restaurant further enhance its appeal to discriminating gamers and leisure travellers. Occupying the higher floors of a 38-storey building, the hotel enjoys panoramic sea views, which are enjoyed from every guestroom and facility.
Lawrence Ho, co-chairman and CEO of Melco Crown Entertainment has revealed that while the group's priority for the next two years was "to focus on developing the City of Dreams in phase one, phase two and future phases", they would also grow Altira as "the leading VIP casino in Macau” and likely open Altira hotels in Japan and Taiwan.