Simon Coombs oversees the operation of the company’s first branded property, Shaza Hotel Madina, together with Hotel Bristol Sarajevo.
He has also secured management agreements in Doha, Salalah (Oman), Karbala, Marrakech, Fez, Bahrain and Cairo.
There are ongoing negotiations for management agreements in Jeddah, Dubai and Istanbul, which Coombs — who has developed the brand from inception — hopes will be finalised by end 2013.
In the next five years, Coombs is looking to position the company as “the most unique luxury hotel operator” reflecting the cultures and values of the Silk Route.
While the last year has seen the realisation of a hotel from concept to finish, the following months are firmly focused on preparing with his team for the opening of Shaza Hotel Amman, Jordan, which will open in Q2, 2014.
Coombs says it is “imperative that each successful opening underpins our brand delivery”. He adds: “My key priority will be to continue to grow the company in a coherent and structured manner, to grow the number of hotels without compromising the quality of our product, and to also grow our internal capabilities to ensure that our unique vision is consistently delivered without being constrained by a lack of available talent within our ogranisation”.