HOTEL S Real TIME connections: expanding horizons with purpose
T IME Hotels' story is one of intentional, values-driven growth, as CEO Mohamed Awadalla explains: “When TIME Hotels was founded, our vision was clear from day one: to create a homegrown hospitality brand born in Dubai that delivers authentic service, real value, and responsible growth.” What began as a modest regional operator has, over 13 years, transformed into a multi-brand group spanning the Middle East, North Africa, and the Indian Ocean Today, TIME Hotels operates 17 properties across the UAE, Qatar, Saudi Arabia and Egypt, with a pipeline of 12 additional hotels representing some 5,000 keys, including upcoming openings in Saudi Arabia, Tanzania, and Morocco. Despite rapid expansion, the group’s guiding philosophy has remained constant: “Our evolution has been defined by balancing innovation with authenticity while staying true to our roots,” says Awadalla. A people-first mindset, including guests, employees and communities, continues to anchor its future strategy, he explains.
An identity built on balance As TIME Hotels’ portfolio has grown, so too has its clarity of purpose. Awadalla describes the company’s identity today as “clearer, more defined, and more confident”. The brand is guided by three core pillars, he says: culturally inspired service, delivered from the heart, value-driven operational design, and responsibility to communities and the environment. Growth, Awadalla adds, is measured not by scale alone but by “the quality of the experiences we create and the positive impact we leave behind”. New brands for new travellers To meet evolving guest expectations, TIME Hotels has expanded its portfolio with three distinct brands. HALO by TIME delivers premium comfort and tranquillity; VIVI by TIME targets youthful, socially driven travellers; and Rotella marks the group’s foray in the luxury segment, offering “exclusivity, sophistication, and elevated cultural immersion for discerning travellers who expect high-end service and meticulously curated experiences”.
TIME Hotels stands as a model for how hotels can navigate change and achieve growth while creating a more resilient and responsible future for travel, as CEO Mohamed Awadalla reveals in this exclusive interview with the ITB Global Travel Collection
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