Dubai-based hospitality group Almulla has launched a portfolio of three Sharia-compliant hotel brands, with a strategic plan to deliver 30 properties internationally by the end of next year.
The brands will operate under the names Cliftonwood, Adham and Wings, and will initially target properties in Saudi Arabia, Jordan, Egypt, Malaysia, Thailand and the UAE before targeting Europe with 15 deluxe hotels and 25 business hotels.
Almulla Hospitality chairman Abdulla M Almulla said there were already several Sharia-compliant hotels internationally.
“However their positioning is usually dictated by the owner, either as an independent hotel, one with in a chain, or due to the Sharia law of the country where they are situated,” he added.
“Our brand proposition is so distinct that guests will be confident that our brand values have universal consistency.”
The company claims the Muslim traveller market contributes 10% to the world tourism market, with an average spend 10%-50% higher than the average leisure or business traveller.
The properties in the portfolio will not sell alcohol, and will only serve Halal prepared food as interpreted by Sharia law.
Almulla’s overall target is to reach 150 hotels by 2013.
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