By Chris Jackson
The new hotel chain plans to expand its portfolio with up to 15 properties in Gulf region.
Tamani Hotels and Resorts has a global ambition for its 'Islamic' hotel product.
Its resorts will be alcohol free, serve halal food and will donate a percentage of profits to recognized charities, according to press material.
Chief executive Alan Guernier said the hotel's business plan called for between 12 and 15 properties to be signed in the next three years, with six already signed - two in Dubai's marina area, one in the Parkland area behind Emirates Mall, one on Sheikh Zayed Road and another two in the Business Bay area.
He said the company would look to locations such as Abu Dhabi, Doha and Bahrain to continue its expansion.
"We do a lot research identifying the right product for the right locations," Guernier explained.
"It is no good building a hotel which is a repeat of something else. The product has to be tailor-made and suitable for the environment in which you operate.
"We need to build a portfolio of quality hotels, establish our credentials and get market recognition, and then migrate the brand to other places."
The company has a strong focus on developing an identity and brand quickly, Guernier said.
"KM Hospitality and Leisure - our parent company - is looking very much at iconic buildings with nice architecture, something which comes out of the norm," he added.
"We don't want to develop hotels you can get anywhere else, because we are trying to develop an identity and a brand. We are trying to differentiate our products from our competitors'."