Ishraq Hospitality's COO Joseph Karam Reveals Aggressive Growth Strategy At Arabian Travel Market 2025

At the Arabian Travel Market (ATM) 2025 in Dubai, Joseph Karam, Chief Operating Officer of Ishraq Hospitality, outlined the company's dynamic expansion plans and its innovative approach to hospitality. As a key player in the Middle East's hotel sector, Ishraq is leveraging its pioneering partnership with IHG Hotels & Resorts and strategic initiatives to solidify its position as a leader in the region and beyond.

A Trailblazer with IHG Partnership

Ishraq Hospitality, part of the Dubai-based Mohamed & Obaid AlMulla Group, has built a strong legacy since its inception in 2007. "We are the pioneer of the Holiday Inn Express brand in the Middle East," Karam states, referencing the company's four Holiday Inn Express properties in Dubai—Jumeirah, Internet City, Safa Park, and Airport. These are complemented by Holiday Inn Dubai Al Maktoum Airport, Staybridge Suites Dubai Al Maktoum Airport, and two Crowne Plaza hotels in Deira and Jumeirah, all operated under IHG. This deep alliance with IHG reflects Ishraq's commitment to delivering reliable, high-quality experiences for business and leisure travelers.

Ambitious Expansion in Egypt and Georgia

Ishraq is pursuing an aggressive growth strategy, with four confirmed projects announced at ATM 2025. In Egypt, the company has signed agreements for its first Holiday Inn Express in Cairo's New Capital and a hotel apartment complex, The Five. Karam also hinted at a potential project near the Pyramids, which would target the global leisure market. In Georgia, Ishraq has partnered with Rekan Group for two properties in Batumi: a Crowne Plaza hotel and a Seaview Apartment Hotel within the same complex.

"Egypt and Georgia are prioritising tourism," Karam explains. Egypt's historical allure and Georgia's openness to visitors make them ideal markets for Ishraq's expansion. The company is also exploring additional opportunities in the UAE and other regions, with negotiations underway for a 304-room hotel in Dubai and potential projects in Oman, Bahrain, and Jordan.

Elevating Guest Experience with F&B Innovation

Ishraq is enhancing its portfolio through strategic food and beverage (F&B) partnerships, notably the launch of Goose & Gander, a 250-seat English pub by McGettigan Group, opening in June 2025 at Holiday Inn Express Internet City. "It's a new brand under McGettigan and one of the largest English pubs in the region," Karam says. This venture underscores Ishraq's shift toward F&B to complement its core hospitality offerings.

"Partnering with international brands like McGettigan repositions our hotels," Karam notes. While Ishraq operates its own F&B concepts, including Italian restaurants and coffee shops, collaborations with established names boost brand visibility and guest appeal. The company's robust catering division further strengthens its F&B credentials.

Tapping Egypt's Tourism Boom

Egypt is a cornerstone of Ishraq's expansion. "With thousands of years of history, every chain wants to be in Egypt," Karam says, citing government initiatives as catalysts for tourism growth. Ishraq's Egyptian properties will target a diverse audience, including GCC, European, and North American travelers, with the Pyramids project poised to attract leisure-focused guests.

Georgia's Batumi, meanwhile, offers a blend of leisure and business opportunities, aligning with Ishraq's goal to cater to varied markets. These strategic investments position Ishraq to capitalize on emerging tourism hubs.

Navigating Post-Pandemic Travel Shifts

The pandemic transformed travel trends, with Karam observing a surge in domestic tourism as people explored their own countries during restrictions. "In Lebanon, people discovered local destinations they'd never considered," he says. This trend fueled demand for boutique hotels and Airbnb-style accommodations, a shift that persists post-pandemic. "Travel is now bigger than before," Karam adds, driven by pent-up demand and a desire for unique experiences.

Ishraq's mid-scale and upscale properties, designed for both business and leisure, are well-suited to these evolving preferences. The company's focus on personalized service and operational efficiency enhances its appeal in a competitive market.

Sustainability and Operational Excellence

Sustainability is a growing priority for Ishraq, despite challenges posed by its older properties. "Our hotels are over 10 years old, so we're not always equipped like new builds," Karam acknowledges. However, a dedicated sustainability committee is driving initiatives, such as eliminating plastic and glass usage. "We're part of the game," he affirms, signaling Ishraq's commitment to eco-conscious practices.

Ishraq differentiates itself through a centralised, cost-effective operating model. "We manage our eight hotels as one team," Karam explains. Staff mobility across properties ensures flexibility, with employees seamlessly filling gaps as needed. This clustering approach, supported by a robust back-office team in sales, revenue, engineering, and IT, attracts owners seeking efficient management. "Our team can manage a ninth hotel without hiring senior staff," Karam says, citing a potential Dubai project as an example.

The MENA Region as a Global Tourism Hub

Karam sees the Middle East, particularly Dubai, as a rising star in global tourism. "Twenty years ago, it was all about Asia, but now the Middle East is ahead," he says, crediting the region's superior service quality and infrastructure. Ishraq's local expertise and strategic partnerships position it to thrive in this dynamic landscape.

With confirmed projects in Egypt and Georgia, innovative F&B ventures, and a pipeline of potential developments, Ishraq Hospitality is poised for significant growth. Karam's vision — rooted in operational excellence, strategic expansion, and guest-centric innovation — ensures Ishraq will continue to shape the future of hospitality in the MENA region and beyond.