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UAE’s Cristal Group forms hotel branding alliance with Australia’s StayWell

UAE’s Cristal Group forms hotel branding alliance with Australia’s StayWell

The deal will allow the companies to use each other’s brands

UAE-based hotel operator Cristal Group and Australia’s StayWell Hospitality Group have announced a cooperation deal for the Middle East region.

Under the agreement, StayWell can use Cristal’s brands on hotels outside the region and Cristal can use StayWell’s Park Regis and Leisure Inn brands on hotels within the Middle East.

Cristal, which has properties in Dubai, Abu Dhabi and Erbil and others planned in Amman, Abha, Riyadh and Makkah, will also adopt StayWell’s sales and marketing platforms.

StayWell will open Park Regis Business Bay and Park Regis Boutique Jumeirah in 2017 with its Leisure Inn Jumeirah and Park Regis Makkah properties planned in 2018

“This partnership will bring our combined portfolio to 13 hotels with approximately 2,600 rooms in the Middle East Region, said StayWell CEO Simon Wan.

“This, coupled with the recently announced strategic partnership with the Manhatton Group in China, has significantly increased our global hotel network which is now in excess of 73 properties across Australia, Singapore, Indonesia, India, The United Kingdom, China and the Middle East.”

Cristal is aiming to increase its property portfolio to 20 within five years.

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