We are a collection of bespoke hospitality brands.

From our award-winning hotels, serviced apartments and commercial spaces to our purpose-driven F&B and lifestyle concepts, we manage and operate your hospitality projects through impactful collaborations, innovation and the creation of unique experience and community, with a strong focus on ESG and the future.






Owned Brands




m2 Serviced Offices & Collaborative Hub

Our Team

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Over 55 Projects in 12 Countries

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Our projects range in size from 20 to 1,000+ keys and are in prime and upcoming locations owned by visionary developers, funds and real estate investors. We run all assets with a focus on the guest experience, efficient operating models, maximizing space by arranging concepts on concepts with the aim to extend seasonality, improve the RoI, while creating lasting asset classes that meet the requirements of the future. If you want to build a next-generation sustainable development, connect with us if you aspire to build, develop or rebrand your own property.

Europe – Asia – Africa

North America


What We Do

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We manage your hotels, serviced apartments and collaborative coworking Hubs. We brand your project that includes a savvy combination of different components creating a destination to stay, work, shop, dine and socialize. We can operate all the outlets on your behalf and build a lifestyle destination where local and International travellers connect.

Our Brands

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We assist you with the planning of the most commercially savvy combination of all components hotel, serviced apartments, branded residences, serviced/home offices, restaurants, health care, retail, and anything else that is relevant to your project and vision.

Our Impact

All destinations we build and concepts we launch have a PURPOSE and share the same values: ESG, Locality, Sustainability, Innovation, Impactful collaborations and Ecosystem build with a focus on community empowerment and entrepreneurship.
As a Co-Chair of the Sustainable Hospitality Challenge – a global competition of Top Tier schools mentored, judged and supported by the industry’s C-Level executives – we help connect the game-changers of tomorrow with the investment community.
We are certified by the UN-supported PRI Principles for Responsible Investment – the world’s leading proponent of responsible investment.

Associated Member of WTTC

Most Innovative Hospitality Group UAE 2020

Best Full-Service Hospitality Group

Winner of Best Recruitment and Onboarding Strategy 2020

Hotelier Middle East Women in Hospitality 2020 Power List

Finalists Best Serviced Apartment at the Middle East Hospitality Excellence Awards 2020

Finalist Executive Chef of the Year

Finalist Young Hotelier of the Year

Business Woman of the Year in Hospitality 2020
The Power50 best hotel marketing talents in the Middle East
Hospitality Project of the Year Award for The House Hotel Jeddah City Yard
Hospitality Project of the Year
Most Innovative Lifestyle Hospitality Group – Middle East 2021 by Global Brands Magazine UK
Leading Hotel Group 2021
Most High-Impact Leaders Making a Difference in 2021
Most Innovative Hospitality Group 2020
The 50 most influential hoteliers in the Middle East