Shaner Hotels, a globally recognised hotel owner, operator, and developer, has announced a strategic alliance between its Shaner Italia division and Dubai-based hospitality brand, The First Group. The partnership will kick off with The First Collection at Jumeirah Village Circle, a Tribute Portfolio Hotel, marking the debut of The First Group’s lifestyle hospitality brand in the Middle East.
A Partnership with Global Reach
The alliance sets its sights on expanding hotel management agreements (HMAs) across the Middle East, North Africa, Greece, and Cyprus, with properties operating under The First Collection, Tribute Portfolio, and Marriott International brands.
“This partnership addresses a significant gap in the Gulf region for well-branded, professionally operated hotels,” said Plato Ghinos, President of Shaner Hotels. “We aim to provide comprehensive support at every stage of the hotel lifecycle, from site selection to final sale.”
The collaboration combines Shaner Hotels’ extensive international operations experience with The First Group’s deep understanding of the Gulf region. Apo Demirtas, Chief Strategy Officer at The First Group Hospitality, highlighted the mutual benefits: “This partnership accelerates our ability to expand our portfolio by merging proprietary operational systems and decades of hospitality expertise.”
Tribute Portfolio Debut in the Middle East
The partnership’s first project, The First Collection at Jumeirah Village Circle, represents Marriott Bonvoy’s Tribute Portfolio’s entry into the Middle East. The striking 40-storey tower boasts 491 suites, premium facilities, and a prime location in Dubai’s vibrant Jumeirah Village Circle. Guests can enjoy a stylish business lounge, a large swimming pool and sundeck, a state-of-the-art fitness centre, and separate male and female spa facilities.
Strengthening Ties Across Regions
Rob Burns, CEO of The First Group, praised Shaner Hotels for its reputation and Mediterranean footprint: “Shaner is a natural partner to help expand our operations further into the Gulf region, with their strong internal culture and understanding of regional dynamics.”
Shaner Hotels’ Chairman and CEO, Lance Shaner, expressed enthusiasm for the project: “The First Collection at Jumeirah Village Circle is a true gem. With its award-winning design and premium amenities, we are confident in its financial success and its ability to deliver exceptional experiences for our guests.”
A Bright Future Ahead
The partnership between Shaner Hotels and The First Group signals a bold step forward in luxury hospitality, leveraging combined expertise to deliver outstanding results for stakeholders and guests alike. With ambitious plans to expand across key regions, this alliance promises to redefine standards for upscale hotel experiences.
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