And for proof of its ambitions and future direction you need look no further than its new addition to the RAK skyline.
This new 204-bedroom property packs plenty of colour into its design, part of a new image for the brand, while giving those on a budget good value without sacrificing modern comforts.
Citymax will be familiar to many with its long established hotels in Al Barsha and Sharjah – arriving long before there was talk of a mid-market hotel boom, in Dubai in particular.
Opened late last year but given its official last weekend, Citymax Hotel Ras Al Khaimah is the first example of the refreshing new vibe infiltrating the chain through bright and carefully curated public spaces and rooms that mix a lively colour scheme into the largely functional design.
You are in a three star, but there’s a cheerful modern warmth to the accommodation that lifts it above the ‘built on a budget’ character of some mid-market rivals you’ll find around the world.
A band of colours contrast darker tones on the walls as do light tiled floors that lead to generous windows, many giving a view of the broad RAK downtown harbour.
There’s walk-in power shower - or a bath-tub depending on your room choice - and tea-making facilities should a brew beckon.
That’s not to say this new Citymax doesn’t come without F&B options - in fact, there are five to go at.
Follow a colourful corridor to the lift down to the mezzanine floor and you have the hotel’s main restaurants. Here, Claypot serves familiar Indian dishes under a brand that also pops up at Citymax branches in Al Barsha and Deira, as well as Arabic and other food varieties at the all-day dining restaurant. It’s all open-plan, so you can gather with friends easily enough.
The Huddle sports Bar will also be known to Citymax regulars or those in the know for where to catch a match.
Several seating spots allow you to glimpse any of the TVs or the stage where live music figures some nights of the week. There’s also a pool table and a decent-sized menu featuring more than basic bar snacks.
When it comes to working off some of those downtime calories, the rooftop pool is large enough for a burst of short lengths. It is flanked by windows out to the harbour on one side and wooden loungers on the others.
Looking out onto the pool is a small gym featuring a selection of cardio machines and a selection of free weights.
With this being RAK, however, the great outdoors is big on many visitor agendas.
There are opportunities to hike, climb, simply soak up the view - and maybe contemplate tackling the world’s longest zip-line. Or maybe just watch other rave souls crossing the chasm.
Alternatively, the hotel provides a regular shuttle to the public beach for those seeking daytime escape closer to sea level.
You can also rent kayaks for use on the harbour – cross the main road and follow the path down beside Al Naeem Mall.
To discover some of the history of the area, you can walk or grab a taxi to RAK National Museum or The Old Market area. Head left out of the hotel and you’ll find a bowling centre and, further on, the large Manar Mall if those dirhams saved on your hotel room are burning a hole in your pocket.
Citymax is adding two new Dubai properties shortly, including a second property in Al Barsha and a first in Business Bay.
Leading the charge is charismatic Chief Operating Officer Aly Shariff.
“Our new look and the opening of the Ras Al Khaimah property symbolise the beginning of a new era for Citymax hotels.,” he says.
“Every aspect of our new product and our service standards have been designed keeping in mind the feedback from our guests and teams.”
Other properties will undergo renovation in the coming 12 months to ensure the synergy of the new look across the portfolio, first established in 2010.
“When you look at the product, look at the logo and the brand it is different from the old one,” says Aly.
“We’ve been looking at how the guest profile is changing - who are the guests now coming - what is it that’s important to them.
“From that we have created the product. We haven't just gone out looking for design, colours or a bed or a logo; we have said ‘what are those things that are really important to people who book to come to Citymax’.”
The boss says some of the changes go deeper than cosmetic upgrades and fine-tuning.
“We describe our personality as vibrant simplicity. We’re very straightforward, but we do it in a very bright, fun, colourful, playful - sometimes even a little bit cheeky - way to make our guests remember every visit.
CITYMAX Hotel Ras Al Khaimah, Bin Daher Street, Al Nakheel Area, has 204 rooms and five F&B outlets.
PRICES at Citymax Hotel Ras Al Khaimah start from 206.23AED (inclusive of taxes, charges), based on a February 21 stay for two in a non-refundable standard double room, including breakfast.
TO check out room options and to book, go to https://www.citymaxhotels.com/uae/ras-al-khaimah/citymax-hotels-ras-al-khaimah or e-mail:firstname.lastname@example.org