SOHBA Hospitality Management debuts at Arabian Travel Market 2025

SOHBA Hospitality Management today announced its official launch at the Arabian Travel Market (ATM) 2025 in Dubai. The company provides bespoke hotel management solutions through a white-label model, offering flexible and tailored services in collaboration with international hospitality brands under franchise agreements.

Headquartered in Egypt, SOHBA Hospitality Management has been established with a clear focus on supporting the growth of Egypt’s tourism sector, while also expanding its footprint in key GCC markets, including Saudi Arabia and the United Arab Emirates.

According to the Ministry of Tourism and Antiquities, Egypt welcomed over 15 million international visitors in 2024. Under its Tourism Development Strategy, aligned with Egypt Vision 2030, the country aims to attract 30 million tourists annually by 2028 through increased hotel investments, product diversification, and infrastructure development.

SOHBA’s plans are aligned with this national agenda, offering hotel owners operational expertise and adaptive management models to meet evolving industry demands.

SOHBA Hospitality Management works with both new developments and existing properties, with an initial management term designed to stabilise operations and establish a strong foundation before transitioning to long-term partnerships. The company offers a boutique, a la carte service model tailored to the unique positioning and goals of each hotel.

Eng. Mohammad Al-Nadi, President of SOHBA Hospitality Management, said, “At SOHBA Hospitality Management, we believe every hotel has its own soul, its own story. One size does not fit all. Our mission is to make owners proud, guests delighted, and brands confident through an approach that combines cultural authenticity with the highest service standards and truly personalised management. We are also deeply committed to supporting the growth of Egypt’s tourism sector by bringing operational expertise and customised solutions to hotel projects nationwide.”

The company is led by a senior leadership team with decades of experience across the Middle East and international markets. Their collective background spans brand partnerships, operational turnarounds, revenue strategy, and asset performance optimisation.

Michael Zager, CEO of SOHBA Hospitality Management, commented, “Our objective is not merely to manage hotels but to prepare them for long-term success. Brands provide the franchise, and SOHBA seamlessly manages day-to-day operations. This model supports consistent service delivery, strong commercial performance, and alignment with brand expectations while preserving the individuality of each property.”

SOHBA’s positioning as a boutique operator allows it to remain agile and responsive to owner needs and market conditions. Its approach blends international operating standards with local insights to enhance guest experience and optimise returns.

Rogier M. Hurkmans, COO of SOHBA Hospitality Management, added, “SOHBA Hospitality Management offers a practical and adaptable management model. With deep regional knowledge and global experience, we help properties realise their potential through focused strategies and disciplined operations.”

SOHBA Hospitality Management is currently engaged in discussions for multiple hotel projects across Egypt and the GCC, targeting both independent properties and branded assets seeking flexible, value-driven management solutions.