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.
