Naumi Group chose Dubai for its Middle East debut, blending art-inspired hospitality, strategic location and design-led experiences for global travelers, says Bassam Zakaria. The CHA – multi-property general manager shares insights behind this decision.
Why did Naumi choose Dubai for its Middle East debut?
Dubai is a global crossroads of business, creativity and design, an ideal environment for Naumi’s bold, art-inspired hospitality philosophy. Furthermore, the acquisition of a 237-key hotel in Barsha Heights marks our first step into the Middle East. It is set to extend Naumi’s success across Asia-Pacific into one of the world’s most dynamic hospitality hubs.
Our choice of Dubai was strategic; the city’s energy, connectivity and reputation for innovation align perfectly with Naumi’s ethos. Moreover, the hotel is located steps away from Dubai Internet City Metro Station and close to Sheikh Zayed Road, Dubai Marina and Mall of the Emirates. Consequently, the location caters to both corporate and leisure guests. Moreover, Dubai’s progressive tourism vision and growing demand for design-led, boutique experiences made it the natural choice for our regional debut.
What opportunities in Dubai’s hospitality market attracted Naumi Group’s investment?
Dubai’s hospitality scene is evolving beyond traditional luxury, with travelers seeking more creative, experience-driven stays. Furthermore, Naumi fills that space by offering playful sophistication, a boutique, design-forward alternative to large international chains. Moreover, we saw a clear opportunity to introduce a brand that connects emotionally with guests through storytelling, artistry and local culture. With a full-service offering, Naumi Hotel Dubai combines individuality with functionality. Thus, it bridges the gap between boutique charm and mainstream comfort. The city’s vibrant mix of business and leisure travel makes it the perfect platform to showcase Naumi’s personality and potential.
How will the Dubai property reflect Naumi’s signature design and guest experience?
Moreover, the Dubai property will undergo a full transformation to reflect Naumi’s signature design while elevating every aspect of the guest experience. Additionally, guests can enjoy Naumi Rituals, including brand-defining experiences designed to engage the senses and create memorable stays throughout the property. For instance, the Welcome Rituals introduce locally inspired refreshments and scent-driven check-ins. Furthermore, Evening Wind-Downs feature curated playlists and rooftop sundowners, allowing guests to relax and unwind in thoughtfully designed atmospheric settings. Furthermore, Wellness Touchpoints include yoga sessions, sound healing therapy and micro-meditation spaces. Moreover, Cultural Immersions showcase rotating art exhibitions and creative workshops with Dubai-based artists. In addition, Naumi Nudge Cards will be introduced in select rooms, offering playful prompts to encourage meaningful conversations beyond digital distractions during stays. Finally, every design element and guest interaction is intentionally curated to weave creativity, comfort and community seamlessly throughout the entire Naumi Dubai experience.
Are there plans for further expansion in the Middle East?
Absolutely. Naumi Hotel Dubai is our foundation for a broader Middle East expansion. We’re actively exploring opportunities across the UAE, Saudi Arabia, Qatar and Oman. Thus, we are focusing on high-potential urban and resort destinations. Our strategy centers on asset-right growth through Hotel Management Agreements (HMAs). Thus, we offer owners the flexibility to tap into Naumi’s boutique positioning without heavy capital expenditure. Furthermore, Dubai serves as our showcase property, demonstrating how we can reposition existing assets and unlock value through design, storytelling and experience. This approach enhances our portfolio diversification beyond Asia-Pacific. Naumi’s entry into Dubai is just the beginning of a long-term commitment to the region.
