Sohba Hospitality launches to drive tailored hotel management solutions in Egypt, GCC

EGYPT/UAE – Sohba Hospitality Management has officially launched at Arabian Travel Market (ATM) 2025 in Dubai, marking its entry into the regional hospitality scene.

The company aims to bring a fresh perspective to the industry through innovative service concepts and strategic regional partnerships.

Headquartered in Egypt, the company is set to play a strategic role in supporting national tourism growth while expanding into key Gulf markets such as Saudi Arabia and the UAE.

With Egypt welcoming over 15 million international visitors in 2024, according to the Ministry of Tourism and Antiquities, the nation has set an ambitious target to attract 30 million tourists annually by 2028 under its Vision 2030 strategy.

This goal will be supported by increased hotel investments, infrastructure development, and a diversified tourism offering, areas in which Sohba’s entry is well aligned.

Operating as a white-label hotel management company, Sohba collaborates with international brands under franchise agreements, handling daily operations while ensuring local market responsiveness.

The company provides flexible, bespoke services, whether managing new developments or repositioning existing hotels. Each engagement begins with short-term operational support, progressing into long-term partnerships based on results.

“At Sohba Hospitality Management, we believe every hotel has its own soul and story. Our mission is to make owners proud, guests delighted, and brands confident,” said Eng Mohammad Al-Nadi, President of Sohba.

“We’re also committed to elevating Egypt’s hospitality sector with world-class expertise tailored to the local context.”

CEO Michael Zager added, “Sohba’s model combines the global reach of international brands with the detailed execution of local management. We focus on sustainable, long-term success through strategic marketing, strong revenue management, and consistently high service delivery.”

Sohba differentiates itself through its boutique-style, à la carte service model.

Each project is tailored individually, ensuring cultural authenticity and operational efficiency to boost both guest satisfaction and financial performance.

COO Rogier M Hurkmans noted, “Sohba represents a balance between traditional hospitality values and modern innovation. Our team’s regional insight and global experience equip us to deliver memorable stays while optimising profitability.”

As Egypt positions itself as a world-class travel destination, Sohba Hospitality Management emerges as a key player in shaping its next chapter of tourism and hospitality growth.

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