Amid a growing global appetite for culturally rooted travel experiences, Shaza Hotels is positioning itself as a leading hospitality brand in the Middle East and other Muslim-friendly markets. Known for its contemporary take on Eastern traditions, Shaza is gaining recognition as a regional player with global potential.
Shaza Hotels, along with its lifestyle-oriented sister brand Mysk by Shaza, is actively expanding across key markets with a focus on authenticity, sustainability, and cultural immersion. With a strategy that blends traditional values and modern sensibilities, the brand is appealing to both investors and experience-driven travellers seeking something more meaningful than conventional luxury.
Speaking to the BBC, Shaji Abu Salih, Vice President for Business Development and Growth at Shaza Hotels, highlighted the shifting dynamics in the industry. “Today, investors and travellers alike are placing greater value on culturally immersive brands that speak to local narratives,” he said. “The beauty of regional brands like Shaza is our ability to be agile, authentic, and closely aligned with community values. This builds loyalty not only among guests but also among our partners.”
Founded with the ethos of the Silk Route in mind, Shaza’s properties are designed to reflect the rich heritage of the regions they inhabit. The brand’s commitment to culturally respectful design, hospitality, and programming has resonated with a new generation of travellers — particularly from the Middle East, South Asia, and Southeast Asia — who are seeking experiences that honour their values and identity.
The company’s strategic priorities include responsible growth, supported by a robust distribution network and tailored loyalty programmes. Digital transformation is also a key pillar in its growth trajectory, enabling personalised guest experiences and streamlined operations.
Shaza’s emphasis on sustainability and community engagement further distinguishes it from many legacy players in the industry. Properties often incorporate locally sourced materials, support regional artisans, and participate in social development initiatives.
According to market analysts, Shaza’s success is indicative of a broader trend in hospitality. As global luxury brands struggle to localise and connect authentically with regional audiences, homegrown brands with deep cultural roots are gaining ground. This shift is particularly evident in markets like Saudi Arabia, the UAE, and Malaysia, where there is a rising demand for Muslim-friendly and culturally considerate experiences.
While global hotel chains still dominate much of the high-end segment, regional players like Shaza are proving that there is significant room for culturally informed, niche-driven brands that offer both sophistication and soul.
As Shaza continues its expansion along the symbolic Silk Route, it remains guided by a vision of hospitality that honours the past while looking firmly toward the future. For travellers and investors alike, it’s a brand that offers more than just a stay — it offers a story.
