GUIDANCE Financial Group is launching an innovative fund that will introduce a new hotel brand in the MENA region, Shaza Hotels.

The brand was established in a joint venture with operator Kempinski Hotels and aims to develop 20 hotel properties across the region over the next decade. Whilst the typical hotel in the Middle East is an imported product with little connection to the region, Shaza aims to be a modern brand that celebrates the aesthetic, art of living and values of the broader region.
Guidance Financial Group identified a clear opportunity in the world’s fastest growing tourism market and the new brand will capitalise on the strong growth of intra-regional travel, which is being fuelled by growth in short break holidays and business travel as well as the substantial tourism infrastructure investment in the region. In the pipeline for the new hotel fund are projects in Dubai, Cairo, Beirut, Sharjah, Abu Dhabi and Muscat.
“These will be hotels on offer across the Middle East and North Africa that are distinctly conceived, designed and operated specifically for culturally aware regional and international travellers,” said Christopher Hartley, chief executive officer of the newly launched hotel brand. “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.”
Guidance Financial Group brings its innovative approach to Shariah-compliant investment and finance, while luxury hotel operator Kempinski provides management expertise.