Abu Dhabi-based hospitality management group STORY Hospitality will showcase its latest developments and growth strategy at Arabian Travel Market (ATM) 2026, taking place from September 14-17 at Dubai World Trade Centre.
At Stand HC1400, the group will highlight the early
performance of STORY DISCOVERY, its guest loyalty programme launched in June
through GHA DISCOVERY.
The programme has recorded 2,943 new members, exceeding its
year-to-date target, while GHA DISCOVERY members have generated more than 2,300
stays and 9,000 room nights across STORY properties.
Digital channels are also contributing significantly to
direct bookings.
STORY Hospitality will also present the ongoing
refurbishment of The H Dubai on Sheikh Zayed Road, with upgrades spanning guest
rooms, apartments, public areas, food and beverage outlets, wellness facilities
and meeting spaces.
The project is expected to be completed by the end of 2026,
retaining key elements of the hotel’s existing identity while introducing
updated design, furnishings and finishes.
The group is simultaneously developing a new corporate
culture initiative, Storyfication, bringing together employees across its
portfolio in the UAE, Seychelles and Morocco.
The programme aims to establish shared values, behaviours
and leadership principles while preserving each property’s local identity.
Victor Abou-Ghanem, CEO of STORY Hospitality, said: “Arabian
Travel Market gives us an important opportunity to meet with our partners and
industry colleagues, but also to take stock of how STORY itself is evolving.”
He added that by the end of 2027, the group’s focus is on:
“strengthening the performance of our existing portfolio while continuing to
grow with discipline in the right markets and with the right partners.”
Regarding ATM, Abou-Ghanem said: “At ATM, we are particularly interested in conversations with owners and developers who share our belief that strong commercial performance and distinctive, locally relevant hospitality should go hand in hand.” -TradeArabia News Service
