UAE-based hotel management company Rotana has announced a franchise agreement with Nubia Sharm for Touristic Projects to rebrand and expand the Sea Beach Hotel, Edge in Egypt.
This agreement aligns with Rotana’s objective to launch 30 Edge by Rotana properties by 2027.
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Rotana CEO Philip Barnes said: “This partnership aligns with our strategic vision to expand our footprint in key regional markets, allowing more travellers to experience our Signature Rotana hospitality.
“The hotel will offer a unique blend of modern design, vibrant energy, and exceptional hospitality, making it the perfect choice for travellers seeking a dynamic stay.”
Launched in 2023, the Edge by Rotana brand comprises independent properties that maintain their distinct identities while benefiting from Rotana’s network, systems, and hospitality standards.
Located in Sharm El Sheikh, the Sea Beach Hotel features 470 rooms currently under renovation, alongside a new extension with 234 rooms and suites.
Scheduled for completion this yea, the hotel will be relaunched as Sea Beach Hotel, Edge, adding 704 keys to Rotana’s portfolio.
Guests at the property will have access to 14 food and beverage outlets, five pools, an aqua park, a kids’ club, sports facilities, a health centre, and conference facilities.
Nubia Sharm for Touristic Projects/Sea Beach owner Mohammed Al Hagary said: “The transformation of Sea Beach Hotel, Edge represents a significant milestone for us. Together, we aim to create a world-class destination that combines luxury, comfort, and entertainment, setting a new standard for hospitality in Sharm El Sheikh.”
Rotana currently operates 78 hotels across the Middle East, Africa, Eastern Europe, and Türkiye, serving more than six million guests a year.
In May 2024, Rotana unveiled plans to expand into five new countries by 2026.
The company’s pipeline includes 9,394 keys across six brands, with 37 international hotels and seven new properties in the UAE.
