Aleph Hospitality, an independent hotel management company in the Middle East and Africa, has signed a hotel management agreement with Serene Tower to operate the upcoming Crowne Plaza Multan in Pakistan, further expanding its presence in emerging travel markets.

Scheduled to open in 2028, the 200-room hotel will mark the debut of the Crowne Plaza brand in Multan, a key cultural, religious and economic hub in Punjab.

The franchise hotel by IHG will be part of the Serene Tower mixed-use development in DHA Multan, located along Main Jinnah Avenue.

Designed to serve business and leisure travellers, the property will feature modern guest rooms, dining facilities, meeting spaces, a fitness centre, swimming pool, helipad and access to a PGA-approved championship golf course.

Bani Haddad, Founder and Co-CEO of Aleph Hospitality said: “Our agreement with Serene Tower PVT Ltd for managing operations for Crowne Plaza Multan aligns with Aleph Hospitality’s strategic growth agenda, partnering with visionary owners in markets with strong tourism momentum. Over the next five years, the travel and tourism sector in Pakistan is set to grow by 11% CAGR, reaching USD 8.3 billion, with a naturally increasing demand for quality hospitality products such as the Crowne Plaza Multan.”

Tahir Nawaz, Chairman Nawaz Group of Companies which owns Serene Tower, added: “We are honoured to join forces with Aleph Hospitality, a company renowned for its excellent reputation and strong track record in managing and growing hotel portfolios across diverse markets. Their expertise gives us great confidence in delivering a hospitality landmark in Multan that will set new benchmarks for quality, service and guest experience in the region. Serene Tower and DHA Multan are set to become the face of modern Multan.” -TradeArabia News Service