New Egypt-based hotel group offers tailored management for regional growth and global standards.
SOHBA Hospitality Management officially launched at Arabian Travel Market (ATM) 2025 in Dubai, introducing a fresh, owner-focused approach to hotel operations. Based in Egypt, the newly formed company aims to redefine hotel management through bespoke solutions that prioritize flexibility, cultural authenticity, and long-term value for hotel owners.
SOHBA is entering the market with a strong commitment to supporting Egypt’s tourism development while also expanding into key GCC markets, including Saudi Arabia and the UAE.
Aligned with Egypt’s Vision 2030 tourism goals
According to Egypt’s Ministry of Tourism and Antiquities, the country welcomed over 15 million international visitors in 2024. With a national goal to double that number by 2028, SOHBA’s mission aligns closely with Egypt Vision 2030—investing in hotel development, tourism diversification, and improved infrastructure.
Flexible franchise model with global brand support
Operating as a white-label management company, SOHBA oversees hotel properties on behalf of owners while working alongside top international brands under franchise agreements. From managing new builds to repositioning existing assets, SOHBA offers customized agreements designed to build strong operational foundations and scalable, long-term growth.
“At SOHBA, we see each hotel as a unique story,” said Eng. Mohammad Al-Nadi, President of SOHBA Hospitality Management. “Our goal is to create pride for owners, satisfaction for guests, and confidence for brands. We bring world-class service with a distinctly local understanding—delivering personalized results that reflect each property’s unique identity.”
Led by a seasoned leadership team with deep regional and international experience, SOHBA emphasizes agility, accountability, and asset value enhancement.
Michael Zager, CEO of SOHBA, added: “We don’t just manage hotels—we prepare them for sustainable success. Our model combines the global credibility of franchised brands with the on-the-ground expertise of SOHBA’s tailored management.”
Boutique-style hotel management for personalized results
Unlike traditional hotel operators, SOHBA follows a boutique-style, à la carte approach. Each project is evaluated individually, ensuring strategies are fine-tuned to guest expectations and market realities.
Combining regional insight with international expertise
COO Rogier M. Hurkmans summed up SOHBA’s mission: “We offer the best of both worlds—traditional hospitality values infused with modern innovation. By uniting local insights with international best practices, we create unforgettable guest experiences and deliver strong returns for our partners.”
With a strategic base in Egypt and a growing regional footprint, SOHBA Hospitality Management is poised to reshape the future of hospitality in the Middle East—one uniquely crafted hotel story at a time.