Dubai, UAE – Phoenix Hospitality Group (PHG), a UAE-based hospitality company with a diversified portfolio spanning hotels, serviced residences, restaurants, destination dining, nightlife and lifestyle concepts, has officially launched its corporate platform at Arabian Travel Market (ATM) in Dubai, marking a significant milestone in the Group’s evolution and outlining its ambitious plans for regional and international growth.

Founded in 2017, Phoenix Hospitality Group currently operates more than 15 hospitality destinations across the UAE. Its hotel portfolio includes the growing Luxe Hotels collection, featuring Luxe Grand Hotel, Luxe Avenue Hotel and Luxe Retreat Hotel Apartment in Dubai. The Group also operates an extensive food and beverage portfolio encompassing heritage-inspired dining, contemporary restaurants, entertainment-driven venues and nightlife concepts.

The official launch at Arabian Travel Market provides Phoenix Hospitality Group with a platform to introduce its expanding portfolio to regional and international travel and hospitality stakeholders, while highlighting its vision for the next phase of development. The Group is showcasing its established hospitality assets, growing hotel and F&B platforms, upcoming concepts and plans to expand across the UAE and selected international markets.

Commenting on the launch, Parvez MHD, Founder of Phoenix Hospitality Group, said: “Phoenix has been built through a genuine passion for hospitality and a belief that successful concepts must connect with people. Over the years, we have developed businesses across different segments of the industry, giving us valuable experience in understanding guests, markets and operations. Arabian Travel Market is an important moment for us because it allows us to bring these experiences together under the Phoenix Hospitality Group identity and, at the same time, share our ambitions for the future.”

Phoenix’s established F&B portfolio includes Jodhpur Bar & Kitchen, Pahadi, Batliwala & Co. and Tiger Bar Stock Exchange, alongside The Groove House and Hitchki, which operate across key locations in Dubai. The Group’s portfolio reflects a strategy focused on developing distinctive concepts tailored to different audiences, occasions and market segments rather than relying on a single operating model.

As part of its continued innovation in the restaurant and lifestyle sector, Phoenix Hospitality Group is also developing a new generation of F&B concepts, including DubaiBorn, Betty’s, FatBudha, Mariettas’ and Ruh.

Manish Ahluwalia, Group Chief Executive Officer of Phoenix Hospitality Group, said the company’s next stage of development will focus on strengthening its existing foundations while establishing the operational structure and strategic partnerships needed to support sustainable growth.

“Our next phase is about building on the foundations already established while creating the structure, operating discipline and partnerships required for sustainable growth,” said Ahluwalia. “We see considerable opportunity for hospitality businesses that can combine creativity with commercial relevance and strong execution. Our objective is not expansion for its own sake, but to develop and operate concepts that are distinctive, adaptable to their markets and capable of creating long-term value.”

While the UAE will remain at the heart of Phoenix Hospitality Group’s operations, the company is also exploring opportunities in international markets as part of a measured expansion strategy. India, Georgia, Lagos, Zanzibar and London have been identified as potential growth markets, with the Group assessing each opportunity based on market potential, local partnerships, consumer behaviour and the ability of individual concepts to adapt successfully to new destinations.

Rather than adopting a standardised international expansion model, Phoenix plans to take a market-specific approach, evaluating each opportunity individually, understanding local consumer profiles, identifying appropriate partners and testing concepts before considering wider expansion.

The Group’s long-term ambition is to build an international hospitality platform that combines creative concepts and cultural relevance with strong commercial foundations and disciplined operational execution.

Ahluwalia added that the same philosophy will guide Phoenix Hospitality Group’s relationships with future owners, investors and strategic partners.

“Hospitality is becoming increasingly experience-led, but an experience has to be supported by operational substance. Design, food, service, entertainment and technology all have a role to play, but ultimately the concept must make sense for its location and its customer. That balance between imagination and disciplined execution will remain fundamental to how Phoenix grows,” he said.

The Group’s debut at Arabian Travel Market represents more than the introduction of a unified corporate identity. It marks Phoenix Hospitality Group’s transition into a new phase of development, bringing its existing businesses together under a broader hospitality platform while creating opportunities to engage with hotel owners, developers, investors and strategic partners across the UAE and international markets.

For Founder Parvez MHD, the guest experience remains at the centre of the Group’s growth strategy.

“Hospitality is ultimately about how people feel when they are with you and what they remember when they leave. As Phoenix grows, we want to retain that human connection while continuing to create places with their own character, relevance and sense of belonging,” he said.

With an established UAE portfolio, an expanding pipeline of hospitality concepts and a measured approach to international development, Phoenix Hospitality Group is using its debut at Arabian Travel Market to present a clear vision for its future: creating distinctive destinations, shaping meaningful experiences and building a hospitality platform focused on sustainable long-term growth.