Shaza Hotels is targeting Turkey, Central Asia and North Africa as priority markets for international expansion from 2027, as the luxury hospitality group looks beyond its established GCC base to destinations offering potential for culturally relevant, family-focused hospitality.

The group unveiled its expansion strategy during Arabian Travel Market (ATM) in Dubai, saying its next phase of growth will focus on identifying markets where its hospitality philosophy can meet changing traveller expectations, rather than simply increasing its hotel portfolio.

Shaza has built its identity around contemporary luxury inspired by the cultures and traditions of the Silk Route. While the GCC remains an important market, the group sees opportunities in Turkey, Central Asia and North Africa, where expanding tourism infrastructure, cultural heritage and evolving travel patterns are supporting new hospitality development.

Family hospitality and wellbeing lifestyle will remain central to the Shaza proposition as the group enters new markets.

Shaji Abu Salih, Vice President of Business Development & Growth, Shaza Hotels and Mysk by Shaza, said: “Growth for Shaza is not simply about entering more markets; it is about entering the right markets with the right proposition. Turkey, Central Asia and North Africa offer an exciting combination of cultural richness, evolving tourism demand and development potential. They also give us the opportunity to take the values that have defined Shaza in the GCC – family, generosity, cultural authenticity and wellbeing – and interpret them in ways that are relevant to each destination. Our objective is not expansion for scale alone. We want to build a thoughtful portfolio in destinations where Shaza can create genuine differentiation and long-term value for both guests and owners.”

The geographical focus reflects Shaza’s Silk Route heritage, with the brand seeking destinations where cultural heritage and contemporary hospitality can coexist.

The group said it will pursue expansion selectively, working with owners and investors on opportunities that complement each destination while remaining commercially relevant.

Wellbeing will also play a key role, with Shaza increasingly viewing wellness as a lifestyle extending across the guest journey, including sleep, nutrition, movement, relaxation, nature and meaningful connection.

Shaji added: “Our objective is not expansion for scale alone. We want to build a thoughtful portfolio in destinations where Shaza can create genuine differentiation and long-term value for both guests and owners. -TradeArabia News Service