Shaza Hotels brand launch marks new direction

The product of a partnership between international financial firm, Guidance Financial Group, and Kempinski, the world's oldest luxury hotel brand, the group will construct hotels in gateway cities around the region such as Dubai, Cairo or Beirut.

"Shaza Hotels is a concept which is already receiving much interest from the region's financial and investor community," said Dr. Mohamad Hammour, chairman of Guidance Financial Group.

Earlier in the week Guidance Financial Group executives announced the launch of an investment vehicle that will back the 500 million dollar development of the Shaza venture and has already received pledges covering the majority of the fund.

"Our novel brand concept has already attracted tremendous interest among developers who have expressed a desire to have their hotel projects managed by Shaza Hotels," added Hammour.

Concept, Timing, Positioning

Shaza Hotels will be positioned as a new brand that expresses, in a contemporary, design-led environment, the aesthetic, art of living and values of the Middle East and North Africa region. The brand will be expressed through a unique collection of differentiated experiences from guest rooms and public areas to dining and spa facilities.

"We are both proud and excited to be sharing with trade visitors to ATM the fruits of all our hard work. Shaza Hotels is a brand whose concept, timing and positioning are ideally suited to the emerging travel patterns we are witnessing in the Middle East and North Africa,"

said Christopher Hartley, chief executive officer of Shaza Hotels.

"This region requires five-star hospitality that is authentic; a hotel experience that is genuine to aspirations of this market, but which does not compromise on quality and service levels," Hartley added.

The brand will capitalize on the continued growth of intra-regional travel, particularly family groups and business travellers, who will appreciate the prime, city-centre locations with an urban-resort feel.

Each property will contain unique concepts, such as hammam-influenced spas and bathrooms and restaurants inspired by an array of regional cuisines.

Shaza Hotels is currently exhibiting at Arabian Travel Market 2006, Dubai World Trade Centre, Hall 2, Stand 2095.