A bespoke hospitality brand is to be launched in the UAE at the Gulf and Indian Ocean Hotel Investors’ Summit (GIOHIS) next week.

Tarek M Daouk is the founder and managing partner of Smartotels

Smartotels will be launching the hotel at a media roundtable which will be part of the GIOHIS event taking place at the Yas Viceroy in Abu Dhabi.

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“This pioneering ‘concept hotel’ brand is poised to introduce an innovative experience for the first time in the Middle East,” said a spokesperson.

“With the growth of the UAE’s tourism sector and the rising demand in the upper midscale and upscale hospitality segment, boutique brands are arriving on the scene and are demonstrating their staying power in a competitive marketplace.”