20. Swiss-Belhotel Internaional, Vice President Operations and Development Middle East, Noel Massoud
The pipeline of new openings in the Middle East by Swiss-Belhotel International is set to include a new two-star brand called Zest. The company also plans to open two hotels in Riyadh, and one property in the holy city of Makkah by the end of this year.
Massoud said his vision for the future is for Swiss-Belhotel International to “become the preferred mid-scale operator in the Middle East”.
Swiss-Belhotel International’s Middle East office has seen a rapid expansion in his tenure. The company’s operating hotels have increased by 100% and the hotel projects have increased by 180%. “The company has entered into three new countries and four new brands have been launched.”
He said: “As a leader in the current role, with my experience from IHG and Emirates Palace, it is constant endeavour to bring in the five-star quality into a midscale operation which is my recipe for a winning philosophy.”
Since taking office, Swiss-Belhotel International expansion into new markets include Egypt, Georgia and Turkey, and there have been four new brands signed or opened in the Middle East in the past 12 months.
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