H’Mark Hosts, the UAE-based hospitality management company, has been rebranded as STORY Hospitality that will serve as an innovative hospitality management firm.

Set up by Abu Dhabi Capital Group in 2015 as its hospitality business, it aims to build on with a new name, reported TradeArabia News Service.

STORY Hospitality will bring in a host of options with two hotel brands – STORY Hotels & Resorts with the five-star brand and CUE Hotels, a four-star lifestyle concept.

STORY Hospitality features hotels and resorts in important cities of Europe, Middle East and some African territories, reported the news agency.

STORY Hospitality CEO Claudio Capaccioli said: “We are pleased to announce the launch of STORY Hospitality, a world of inspiration for affluent travellers. At STORY Hospitality we believe that a parity offering is not enough.

“We aim to create hospitality experiences that embrace progress, inspiration, and that challenge the norm. We seek to add something meaningful to our guests’ travel experience so that their inspiration comes not just from the destination but also from their hotel stay.”

STORY Hospitality presently has 495 rooms across five properties in Dubai, Rabat, Podgorica and Seychelles.

The firm plans to develop and manage new projects in core capital cities and tourist destinations and intends to run four extra properties within the next two years.

Capaccioli said: “At both STORY Hotels & Resorts and CUE Hotels we value bold architecture, imaginative art, and vibrant cuisine as ways to bring guests ever closer to one another and to the riches of the world around them. Our operating beliefs are unique, we aim to inspire guests — to ignite new passions and to prompt new dreams, so we create transformative experiences. We want guests to be surprised by how they see, how they feel, and how they think after staying with us.”

The new brand’s soft launch began with the opening of STORY Rabat in September 2020, CUE Podgorica in January 2021 and STORY Seychelles this month.