Brassbell Hospitality Group is accelerating its regional growth strategy as it expands its serviced-living and hospitality portfolio across Egypt and the GCC, according to Adham Elbedewy, Executive Vice President of the group. Elbedewy told Daily News Egypt that Brassbell currently manages more than 880 operational units in Egypt, spanning serviced apartments, branded residences and hospitality-led developments, positioning the company among the region's fastest-growing managed-living platforms. He said the group is entering a pivotal expansion phase during 2025-2026, with plans to scale its portfolio to around 2,500 units by 2026. Growth will be driven by organic portfolio expansion, new operator agreements and a pipeline of large-scale development projects. While Egypt remains a core market, Saudi Arabia represents a key pillar of Brassbell's regional strategy. Developments are planned across Riyadh, the Eastern Province and Taif, in line with the Kingdom's rapidly expanding tourism and hospitality sector. "In Egypt, Brassbell is deepening its presence in high-demand urban districts including New Cairo, Zamalek, Downtown, Garden City and Maadi, where demand for premium short-stay accommodation continues to rise among business travellers and tourists," Elbedewy said. The group is also strengthening its leisure offering, particularly along the North Coast. A major milestone in 2025 will be Brassbell's entry into the Red Sea market, with the launch of its first hotel in Hurghada in the second quarter, followed by two additional hotel projects currently in the pipeline. Short-term rentals and flexible stays remain central to the group's growth strategy. Elbedewy noted that Brassbell's integrated model as both developer and operator enables it to manage the full lifecycle of assets, from design and redevelopment to day-to-day operations. He disclosed that a significant share of the pipeline focuses on adaptive reuse projects, particularly the revitalisation of heritage buildings in Downtown Cairo, Garden City and Zamalek, converting them into aparthotels and boutique hospitality concepts. Project selection, Elbedewy explained, is guided by a structured evaluation framework that assesses scale, location, demand drivers, design integration, financial viability and alignment with developer partners. The same criteria are applied when entering hotel or serviced-residential partnerships, with priority given to assets offering strong performance potential, operational feasibility and brand fit. He also highlighted a shift in developer expectations towards unified, institutional-grade operators capable of managing serviced units end-to-end, with transparent governance and early involvement at the design stage. Brassbell positions itself as a full development and operations partner, offering concept development, operational planning and lifecycle management. Operationally, the group relies on a fully in-house technology ecosystem covering bookings, revenue management, housekeeping, maintenance and guest communication. This platform is now being developed into a potential software-as-a-service (SaaS) offering for partners and other operators. Commenting on the wider market, Elbedewy said Egypt's tourism sector delivered a strong performance over the past year, with visitor numbers approaching record highs and demand diversifying across source markets. This momentum has boosted demand for professionally managed short-stay accommodation and reinforced Brassbell's expansion into hotels and resorts. Looking ahead, Brassbell plans to increase its investment footprint in Egypt by a double-digit percentage, supported by new projects, asset enhancements and strategic financing tools. The group is positioning itself to capitalise on key industry trends, including the convergence of residential and hospitality models, design-led micro-market specialisation and technology-driven operations, as Egypt's tourism and hospitality landscape continues to evolve.
