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Shaza Hotels to expand presence in the Middle East

Shaza Hotels is gearing up for its expansion in the Middle East, with several new hotels in the pipeline in various locations across the region.
The luxury hotel brand, which aspires to offers its guests a memorable experience inspired by the cultures of the Silk Route, has 2,417 keys in operation or development to date.
The brand is aiming to have 30 hotels signed by 2020, with a total of 20 hotels in operation by 2020, senior officials have revealed.
"Since our inception, the core idea was to create a luxury hotel brand that is born of the Middle Eastern civilization," said Sanjiv Malhotra, executive vice president of Shaza Hotels. "Shaza is the only brand which offers hand crafted guest experiences inspired by the cultures of the Silk Route in a contemporary setting."

Speaking in an interview, Malhotra revealed that the brand had 13 hotels secured to date in Fez, Marrakech, Cairo, Makkah, Madinah, Jeddah, Riyadh, Bahrain, Doha, Amman, Salalah, as well as two in Muscat.
The Shaza Makkah is the first of the many properties that will open in the region. Slated for opening in the last quarter of 2016, the 250-keys hotel will exclusively target pilgrims to the holy cities for Hajj and Umrah.
"For every guest, we want to ensure an exceptional experience while visiting the Holy city of Makkah," said Malhotra. "Shaza Makkah is built on the concept of serenity and contemplation delivered through respectful luxury. It will be located directly opposite the new King Abdullah Gate, on completion of the expansion of the Grand Mosque."
The brand's first foray into the Saudi Arabia market was in December 2010, with the opening of the Shaza Al Madina - a 469-keys hotel that includes a restaurant, lounge, two function rooms, a silk lounge, tiara suite, and kids club. The success of the hotel has encouraged the brand to seek more opportunities in the Kingdom.
Like its sister hotels, another Shaza hotel will open in Riyadh in 2018. The Shaza Riyadh will consist of 210 residences, and will target corporates and GCC families. In addition, the Shaza Jeddah - another 151-keys property that will be owned by the Chamber of Commerce - is slated for opening in the Kingdom in 2018.
Malhotra also highlighted a few other properties that will open in the next two years across the GCC. The Shaza Doha is a 171-keys hotel slated for opening in 2017, which will target government ministries and the banking segment, in addition to GCC families and international travelers. The Shaza Seef Bahrain is a 150-keys property that will open in Q1, 2018 for both corporates and GCC families.
The brand also has plans to enter the Oman market with two properties. The first is the Shaza Salalah resort, with 286-keys, slated for opening in 2017. The resort is being developed as a holiday destination for GCC honeymooners, families and Mice travellers. The second property is the Shaza Muscat - with its 200 rooms and 150 apartments keys - that is due for opening in 2019.
Malhotra also briefly spoke about the Mysk by Shaza brand. "We have identified a gap in the hotel market for a four and four star plus hotel brand. The new brand will be guided by Shaza, therefore following the same vision and values, but in a new market."
Mysk by Shaza targets the middle income segment consisting of individuals or families, who are technologically aware, don't want to pay for frills, and seek value for money. Malhotra revealed that 1,500 rooms are expected to open in the next four years under the Mysk brand; and that the key cities for development are Doha, Dubai, Jeddah, and Kuwait.
Mysk by Shaza will cut its first flagship ribbon at Al Mouj in Muscat, and this will be the first of many others to follow. Mysk by Shaza, Al Mouj, Muscat, is a 195-keys hotel slated for opening in 2017 that will target young travellers in the GCC.
- rohma@khaleejtimes.com