Rotana signs franchise deal to rebrand, expand Sea Beach Hotel in Egypt

EGYPT – Rotana has signed a franchise agreement with Nubia Sharm for Touristic Projects to rebrand and expand Sea Beach Hotel, Edge in Egypt, reinforcing its presence across the MENAT region.

Rotana has entered into an agreement as part of its strategy to establish 30 Edge by Rotana properties by 2027.

Launched in 2023, Edge by Rotana is a collection of independent properties that maintain their unique identity while benefiting from Rotana’s expansive network, advanced systems, and hospitality standards.

The latest addition to the portfolio is Sea Beach Hotel, Edge, marking the brand’s entry into Sharm El Sheikh, Egypt.

The hotel, which currently has 470 rooms under renovation, is undergoing expansion with the addition of 234 new rooms and suites. Once completed in 2025, the property will offer 704 keys, contributing to Rotana’s growing presence in key regional markets.

Rotana’s CEO, Philip Barnes, expressed enthusiasm about the partnership with Nubia Sharm for Touristic Projects, describing it as a strategic move to expand Rotana’s footprint and introduce its hospitality standards to a wider audience.

He emphasized that the hotel would combine modern design, energy, and high-quality service, appealing to travellers seeking a dynamic stay experience.

Similarly, Mohammed Al Hagary, Owner of Nubia Sharm for Touristic Projects/Sea Beach, highlighted the significance of the collaboration, noting that it aligned with their vision of creating a world-class hospitality destination.

He stated that the transformation of the property would enhance its offerings, setting a new benchmark in the region.

The hotel will feature 14 dining venues, five swimming pools including a kids’ pool, and a state-of-the-art aqua park equipped with 28 slides and a lazy river.

Additionally, it will offer a 250-metre sandy beach, a one-kilometre fixed jetty, a kids’ club, a health centre, and various sports and conference facilities.

A medical clinic will also be available, ensuring guests have access to comprehensive amenities.

Sharm El Sheikh, recognized for its Red Sea coastline, diverse marine life, and consistent warm climate, remains one of Egypt’s most prominent tourist destinations.

The city continues to attract a growing number of international visitors, drawn by its natural landscapes, rich cultural history, and leisure attractions.

Rotana currently operates 78 hotels across the Middle East, Africa, Eastern Europe, and Türkiye, catering to more than six million guests annually.

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