EXCLUSIVE: Dubai-born Rove Hotels eyes Saudi, Oman, Egypt growth as lifestyle hospitality gains ground

The nearly ten-year-old company that is building a network of locations in all key areas of Dubai is eyeing Oman and Egypt as key markets alongside its planned expansion into Saudi Arabia, said the company’s Chief Operating Officer, Paul Bridger, in an exclusive interview with. Arabian business.

The strategy aims to at least double the hotel group’s portfolio in the next five years.

“Our target markets in the GCC will be Saudi, where we think we can do more construction. Oman is another market where this type of product can do very well,” said Bridger.

“Egypt has a huge growth in tourism, places like Cairo where they have opened a huge treasure trove. These are our main targets: Oman, Egypt, Saudi.”

Mid-range hotels are gaining momentum in the region

The increase reflects growing confidence in the mid-range hospitality model across the region as travelers continue to prioritize authentic local amenities and value-driven accommodations over luxury properties.

The Rove approach strips away traditional high-end amenities such as valet parking and bellboys while maintaining quality standards and incorporating local character into the design of each property.

The company reported double-digit growth this year, benefiting from Dubai’s growing tourism market and its position among luxury hotels and budget options.

Bridger said success in Dubai has given him the confidence to enter new markets, with the city serving as a testing ground for new strategies and a model for other cities to replicate.

“We are always innovating. Our brand is such that we have to be at the forefront of change, whether that is AI, social media, etc. We will adopt all the best practices as we go to power,” he said.

Why managers choose mid-range hotels

The product’s appeal extends beyond value-conscious leisure travelers to include corporate executives who prioritize performance during business travel.

Bridger said Rove attracts CEOs who can’t afford high-end residences but prefer mid-range properties that meet their functional needs without unnecessary amenities.

“We have many officials staying with us. Guys, what do I need? I’m out all day working, I’m in meetings. I need good service, a clean room, good produce, a decent breakfast,” he explained.

“It sounds a lot better to your CFO than staying in a fancy hotel,” Bridger joked.

The strategy coincides with a wider change in hospitality preferences with travelers showing a choice of products that reflect the character of their destinations.

“People want to be involved with brands and they want something that represents them a little. People now travel a lot. When they go to a place they want to have an image of that place. They don’t really want a beige wall,” he said.

This demand has fueled the rapid growth of hospitality lifestyles across the region, challenging traditional luxury resorts in markets including Dubai and Riyadh.

While recent major hotel announcements in Saudi Arabia have focused on top luxury properties, Bridger asserted that the majority of travelers are opting for mid-range options.

“If you look at Saudi, all the announcements were for the best big hotels. You have to do these hotels to develop your destination and get on the map,” he said. “Actually, 80 to 90 percent of people want to stay in a mid-range hotel. 90 percent of flights are economy.”

Hospitality meets the first scene

The company’s expansion also targets growing ecosystems in Dubai and Riyadh, where entrepreneurs and digital nomads need flexible workspaces and living spaces. Rove’s buildings include co-working spaces that cater to mobile professionals, reflecting changing work patterns in the region.

“When I go to Riyadh, the number of workplaces and startups has exploded,” he said. “People move around a lot, so it’s easy to have these places to jump in and get out and do some work.”

Location continues to be a key factor in the hotel chain’s success, with Rove examining hundreds of potential locations to ensure new properties match the quality of its Dubai network.

“Location, location, location. You have to have the best locations. “I’m looking at dozens, if not hundreds, of opportunities in Riyadh, but we want to make sure we get the right locations,” Bridger explained.

UAE brands are eyeing regional growth

The expansion comes as UAE-based brands increasingly look beyond their domestic markets for growth opportunities. Bridger believes this trend reflects the maturity of Dubai and the wider UAE as business hubs capable of developing globally competitive products.

“We are really proud to be a local product that is moving into new markets. You are starting to see many UAE products entering these new markets, which I think are good for the country. It shows how Dubai and the UAE have grown and evolved. Now we are exporting and importing,” he said.

The company plans to continue to grow within the UAE in line with its regional push with identified opportunities for additional locations across the emirates.

Rove’s regional ambitions are also benefiting from brand recognition among Gulf travelers, particularly Saudis who represent a large proportion of visitors to Dubai’s other destinations. This trend is expected to ease market penetration in Saudi Arabia.

“A large part of our guests, especially in other hotels, come from Saudi, so we have a lot of knowledge about this product,” said Bridger.

Looking ahead, Rove is aiming to “at least double” the growth numbers with the immediate effect placed on Saudi Arabia.

“For Riyadh, my opinion is that we need the same coverage and the same level of quality that we have in Dubai,” he concluded.