Aleph Hospitality Targets 100 Hotels by 2029, Expands Leadership Team and Regional Offices Across MEA

Aleph Hospitality has outlined plans to double its portfolio to 100 hotels by 2029, supported by leadership appointments, regional office expansion, and a growing pipeline of more than 30 properties across the Middle East and Africa.

Portfolio growth targets 100 hotels by 2029

The Dubai-headquartered independent hotel management company currently operates more than 50 hotels and has a pipeline exceeding 30 properties across 23 countries and 39 cities. Having achieved its earlier milestone of 50 hotels by 2025, the company is now entering a new growth phase with a target to reach 100 hotels by the end of 2029.

The expansion reflects increasing demand from hotel owners seeking third-party operators with regional expertise, particularly across emerging markets in Africa and the Middle East. The company’s operating model focuses on management and franchise partnerships rather than ownership, allowing it to scale across multiple geographies.

Leadership appointments strengthen operational capabilities

As part of its growth strategy, Aleph Hospitality has strengthened its senior leadership team with key appointments across human resources, learning and development, and food and beverage functions.

Aline Barhouche has been appointed Chief HR Officer, overseeing talent strategy, leadership development, and organisational culture across the company’s expanding portfolio. She brings over two decades of experience spanning multiple global regions.

Estelle Chambost has taken on the role of Vice President, Learning and Development after ten years with the company. She will focus on building structured training programmes, leadership pipelines, and scalable learning initiatives using technology and strategic partnerships.

Marc Matar has joined as Vice President, Food and Beverage, with responsibility for strengthening the company’s F&B operations. His role includes driving innovation, improving operational performance, and enhancing profitability across properties in the Middle East and Africa.

These appointments are aligned with the company’s strategy to reinforce internal capabilities while supporting operational consistency across a growing multi-country portfolio.

Regional offices expand footprint across key markets

Aleph Hospitality is also expanding its regional infrastructure to operate closer to hotel owners and assets. The company has established an office in Riyadh and is setting up a new regional hub in Casablanca, Morocco.

Additional offices are planned in Abidjan, Côte d’Ivoire; Cape Town, South Africa; and Nairobi, Kenya, as part of a broader strategy to decentralise operations and strengthen local market presence.

In line with this approach, Abdellah Essonni has been appointed Regional Vice President for North Africa, based in Casablanca. He will oversee the operational, financial, and strategic performance of the company’s portfolio in the region, along with driving new partnerships and expansion opportunities.

The regional office strategy is designed to enhance responsiveness to market dynamics, support owner relationships, and facilitate faster execution of development plans.

Strategy focused on partnerships and scalable growth

Aleph Hospitality’s growth model centres on partnerships with hotel owners and investors, providing management and franchise services rather than investing in owned assets. This approach allows the company to expand efficiently while maintaining flexibility across diverse markets.

The company’s leadership has indicated that demand for independent operators continues to grow as owners seek alternatives to traditional global hotel chains. This trend is particularly evident in emerging markets, where local expertise and operational agility are critical.

By combining leadership expansion with regional infrastructure development, Aleph Hospitality aims to strengthen its ability to manage a larger portfolio while maintaining service standards and operational performance.

Positioning within Middle East and Africa hospitality landscape

With operations spanning 23 countries, Aleph Hospitality has established a significant presence across the Middle East and Africa, positioning itself as one of the largest independent hotel management companies in the region.

The company’s expansion strategy aligns with broader growth in the hospitality sector across these markets, driven by increasing travel demand, infrastructure development, and investment in tourism.

Its focus on building local leadership, expanding regional offices, and strengthening core operational functions reflects a long-term approach to scaling its platform while supporting hotel owners and partners.

As the company progresses towards its 2029 target, its combined emphasis on leadership, regionalisation, and partnerships is expected to play a central role in shaping its next phase of growth.