Singapore-based General Hotel Management (GHM) has unveiled plans to launch a new mid-market brand - Tin Hotels - in the Middle East, in partnership with Dubai hotel development and investment company Van de Bunt Partners.

Tin Hotels, which falls under the upper-midscale segment, will see its first properties open in Dubai (2 hotels) and Muscat (1 hotel) in 2019. Each hotel is likely to have between 200 and 250 rooms.

“We want to challenge the status quo and bring the pursuit of excellence and style to the mid-market tier. We will create hotels that are not merely places to stay, but function as venues to connect: as social hubs, design spaces or simply, places to be seen at,” said Hans R. Jenni, GHM’s co-founder and president. “This will be a new chapter in the history of GHM,” he adds.

The concept for Tin Hotels is aimed at the travel trends of the growing middle-class population and the millennials.

Peter van de Bunt, managing director of van de Bunt Partners, said: “GHM is known in the luxury hospitality market for its innovation, design and elegance. This partnership for Tin Hotels intends to employ their expertise in a segment that has great potential to evolve beyond the mediocre.” The partnership was inked after many months of research and preparation to enter this broader market.

Tin Hotels aims to expand swiftly, starting with the launch of its first hotels in Dubai and Oman and over the course of the next few years, grow within the Gulf region to reach its target of 35 properties in 2022.

GHM was established in 1992 and operates The Nam Hai Hoi An, Vietnam; The Chedi Club Tanah Gajah, Ubud, Bali, Indonesia; The Chedi Muscat, Oman; and The Chedi Andermatt, Switzerland.

It also has 12 properties under development in Asia and the Middle East. - TradeArabia News Service