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Shaza Hotels is preparing for a strong presence at Arabian Travel Market (ATM) 2026, taking place in Dubai from 14 to 17 September, where the hospitality group will showcase the evolving proposition of Shaza Hotels and Mysk by Shaza and engage with owners, investors, developers and travel industry partners from across the region and international markets.
The event comes at an important stage in the group’s development as Shaza Hotels looks to build on the distinctive positioning of its two brands and pursue new opportunities in markets where culturally relevant hospitality, meaningful guest experiences and strong regional understanding are increasingly valued.
For Shaza Hotels, ATM will provide a strategic platform not only to present its portfolio, but also to advance conversations around future development, management opportunities and partnerships.
Shaji Abu Salih, Vice President of Business Development & Growth, Shaza Hotels and Mysk by Shaza, said: “Arabian Travel Market is one of the most important meeting points for our industry and, for us, it is fundamentally about relationships and opportunity. It brings together the people shaping the next chapter of tourism and hospitality, from owners and investors to destinations, operators and travel partners.”
“We come to ATM with a clear ambition for growth, but equally with a strong understanding of what Shaza Hotels and Mysk by Shaza stand for. As travellers become more discerning, we believe there is considerable opportunity for hospitality concepts that have a genuine sense of identity, understand their markets and create experiences that feel relevant to the people they serve.”
Inspired by the cultures and traditions of the Silk Route, Shaza Hotels brings together contemporary luxury and a hospitality philosophy centred around generosity, family, culture and thoughtful service.
Mysk by Shaza complements the group’s luxury offering with a distinctive collection of hotels and retreats shaped by their individual destinations and experiences.
Together, the two brands allow the group to address different hospitality opportunities while retaining a strong connection to culture, place and the human dimension of travel.
Guests increasingly value space, privacy, flexibility, wellness, thoughtful dining and opportunities for cultural discovery, alongside experiences that allow families to spend meaningful time together without requiring every generation to follow the same itinerary.
“Hospitality today has to understand why people are travelling, not simply where they are travelling,” added Shaji. “For families in particular, the most memorable stays are those that create opportunities to reconnect while giving each generation the freedom to experience the destination in its own way.”
Rather than pursuing growth for scale alone, the group’s development approach focuses on opportunities where its brands can bring a differentiated proposition to owners and travellers.
“Growth has to be purposeful,” Shaji continued
“For an owner, a hotel brand must have a compelling proposition and a clear understanding of its audience. For a guest, it must deliver something worth remembering. Our focus is on bringing those two priorities together.”