Dubai, UAE (15 September 2026) – Shaza Hotels is setting its sights on a new phase of international growth, with Turkey, Central Asia and North Africa identified as priority markets for expansion from 2027, as the luxury hospitality group looks beyond its established GCC base towards destinations offering strong potential for culturally relevant, family-focused hospitality.
Unveiling its strategic expansion plans during Arabian Travel Market (ATM) in Dubai, Shaza Hotels said its next phase of development will be driven not simply by adding hotels, but by identifying markets where its distinctive hospitality philosophy can respond to evolving traveller expectations.
The strategy represents a natural progression for Shaza, which has built its identity around contemporary luxury inspired by the cultures and traditions of the Silk Route. While the GCC remains an important market for the brand, Shaza sees significant opportunity in emerging and evolving destinations across Turkey, Central Asia and North Africa, where growing tourism infrastructure, cultural depth and changing travel patterns are creating new possibilities for hospitality development.
At the centre of this expansion will remain two defining pillars of the Shaza proposition: family hospitality and wellbeing lifestyle.
Shaji Abu Salih, Vice President of Business Development & Growth, Shaza Hotels and Mysk by Shaza, said: “Growth for Shaza is not simply about entering more markets; it is about entering the right markets with the right proposition. Turkey, Central Asia and North Africa offer an exciting combination of cultural richness, evolving tourism demand and development potential. They also give us the opportunity to take the values that have defined Shaza in the GCC – family, generosity, cultural authenticity and wellbeing – and interpret them in ways that are relevant to each destination. Our objective is not expansion for scale alone. We want to build a thoughtful portfolio in destinations where Shaza can create genuine differentiation and long-term value for both guests and owners.”
The geographical focus also reflects Shaza’s heritage. Positioned at the intersection of cultures historically connected through trade, travel and the Silk Route, the brand sees particular relevance in destinations where heritage and contemporary hospitality can coexist.
Shaza will pursue growth selectively, working with owners and investors on opportunities that complement the character of each destination while remaining commercially relevant to its target guests. Shaji stressed, “Our objective is not expansion for scale alone. We want to build a thoughtful portfolio in destinations where Shaza can create genuine differentiation and long-term value for both guests and owners.”
Wellbeing will form an important part of the strategy. Rather than positioning wellness as a standalone spa experience, Shaza is increasingly looking at wellbeing as a lifestyle that can influence the entire guest journey – from sleep, nutrition and movement to relaxation, nature and opportunities for meaningful connection.
Visitors and industry partners can meet Shaza Hotels at Arabian Travel Market in Dubai to learn more about the Group’s portfolio and development strategy.
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About Shaza Hotels
Shaza Hotels is a luxury hotel management company renowned for delivering authentic Arabian hospitality. Drawing inspiration from the rich traditions and cultures along the historic Silk Route offering an unparalleled experience defined by exquisite Middle Eastern décor, tranquil ambiances and impeccable service, crafted for the most discerning travelers.
With an impressive portfolio of iconic properties, including Shaza Doha in Qatar, The flagship Mysk Al Mouj in Muscat, Mysk Al Balad in Madinah and Mysk Al Fateh, Bahrain. Shaza continues its rapid expansion. Its upcoming openings this year in KSA, UAE and Orlando will further reinforce the brand’s position as a leader in luxury hospitality.
As a proud member of the Global Hotel Alliance (GHA), Shaza Hotels provides guests with access to an extensive portfolio of upscale and signature hotels worldwide. For more information, please visit www.shazahotels.com
:نبذة عن فنادق شذا
فنادق شذا هي شركة متخصصة في إدارة الفنادق الفاخرة، تشتهر بتقديم الضيافة العربية الأصيلة. تستوحي فنادق شذا رؤيتها من التقاليد والثقافات العريقة التي ازدهرت على طول طريق الحرير التاريخي، لتوفر تجربة استثنائية تتميز بالديكورات الشرق أوسطية الراقية، والأجواء الهادئة، والخدمة الرفيعة المصممة خصيصًا لتلبية تطلعات المسافرين الأكثر تميزًا.
تضم محفظة شذا مجموعة من الفنادق الأيقونية، من بينها شذا الدوحة في قطر، وفندق مِسك الموج في مسقط الذي يعتبر الفندق الرائد للعلامة، مِسك البلد في المدينة المنورة، ومِسك الفاتح في البحرين. تتواصل السلسلة شذا توسعها السريع بافتتاح فنادق جديدة هذا العام في كل من المملكة العربية السعودية، الإمارات العربية المتحدة، وأورلاندو (و.م. أ)، مما يعزز مكانتها كعلامة رائدة في مجال الضيافة الفاخرة.
وبصفتها عضوًا فخورًا في تحالف الفنادق العالمي (GHA)تتيح فنادق شذا لضيوفها فرصة الاستمتاع بمجموعة واسعة من
الفنادق الراقية والمتميزة حول العالم. للمزيد من المعلومات، يرجى زيارة
About Global Hotel Alliance (GHA) & Discovery Loyalty Program
Global Hotel Alliance (GHA) is the world’s largest alliance of independent hotel brands with 55 brands and 1,000 hotels across 100 countries. Its award-winning loyalty programme – GHA DISCOVERY – provides 36 million members with recognition, D$ rewards and exclusive experiences across its hotels and partners, both with and without a stay.
Through membership in GHA, brands expand their global reach, drive incremental revenue and reduce dependence on third-party channels, all while maintaining management independence and individual positioning. For more information, visit globalhotelalliance.com or ghadiscovery.com.
For more information,visit globalhotelalliance.com or ghadiscovery.com
التحالف الفنادق العالمي ديسكفري هو أكبر تحالف فيالعالم للعلامات التجارية الفندقية المستقلة، ويضم 55علامة
التحالف العالمي للفنادق (GHA) هو أكبر تحالف في العالملعلامات الفنادق المستقلة، حيث يضم 55 علامة فندقيةو1000 فندقًا في 100 دولة. ويوفر برنامج الولاء الحائزعلى جوائز — GHA DISCOVERY — لأكثر من 34 مليون عضو مزايا التقدير، ومكافآت D$، وتجارب حصريةعبر فنادقه وشركائه، سواء مع الإقامة أو بدونها. ومن خلالالعضوية في GHA، توسّع العلامات الفندقية نطاقحضورها العالمي، وتزيد من إيراداتها الإضافية، وتقلّلاعتمادها على قنوات الطرف الثالث، مع الحفاظ في الوقتذاته على استقلالية الإدارة وتميّز مكانتها الفردية.
لمزيد من المعلومات، يُرجى زيارة:
globalhotelalliance.com أو ghadiscovery.com
For further information please visit:
Shaza Hotels
Website: www.shazahotels.com
Office: +971 4 437 6460
Follow us on:
Facebook: www.facebook.com/ShazaHotels
Twitter: @ShazaHotels @MyskHotels
Instagram: @ShazaHotels @MyskbyShaza
LinkedIn: https://www.linkedin.com/company/shaza-hotels/
