SHARAF Group has launched its new company Sharaf Protea Hotels Middle East.
The new initiative comes as a result of a joint venture between Sharaf Group and Protea Hospitality Corporation of South Africa.
The new company will be responsible for the management of hotels and furnished apartments (non alcoholic) of the group, in addition to managing similar kind of developments by other investors in the region.
Sharaf Protea Hotels Middle East intends to open 20 hotels within a span of five years. The development of the hotels has already commenced and JBR Suites Hotel in Jumeirah Beach Residence would be the first one to open.
The other upcoming projects at prominent locations include properties in Discovery Gardens, Deira (Airport Rd.) and Business Bay.
“Sharaf Protea Hotels is envisioned to operate the best hotels and luxury furnished apartments in the Middle East to which Dubai will serve as the regional base,” said Sharaf Group chairman Ibrahim Sharaf.
“We are known for our capacity to anticipate and identify significant global changes in hotel markets and concepts thereby creating innovative management ideas that meet and exceed customer expectations,” said Otto Stehlik, chairman of Protea Hospitality Corporation.
Protea Hospitality Corporation is amongst Africa's leading hotel operating companies with 120 hotels in 15 countries. It has received 'Africa's Leading Hotel Brand' award from the World Travel Award and proclaimed 'Top Hotel Brand in South Africa' by the Markinor-Sunday Times Top Brands Survey 2005.
Internationally, it is ranked 21st among the world's top 100 hotel management companies by the American Hotel and Lodging Association. Started with a portfolio of four hotels in 1984, it expanded rapidly all throughout South Africa and UK.