The Auris Group of Hotels was founded in Dubai in 2008 by its current managing director, Hatem Gasmi. The group’s strategy is based on a “freedom of choice” concept that, according to the company’s website, is designed to offer all guests the opportunity to determine the level of comfort and luxury they want, based on their perception of value for money.
“Each property is closely managed to project the internationally benchmarked Auris standards that offer variety, comfort, quality, and value for money. We believe in possibilities in hospitality, and we extend the same to our guests by enabling them to tailor their stay in line with their budgets and preferences,” the website reads.
To this end, the group strives to offer a “similar setting” for each of its properties, but with “different facilities, locations, and budget[s]” available. To date, the group has launched four distinct brand offerings. The five-star Auris Plaza Hotels & Resorts, four-star Auris Inn Hotels & Resorts, budget Auris Lodge Hotels & Suites, and Auris Apart’ Hotels & Residences range of hotel apartments encompass operational properties in the UAE, as well as in Saudi Arabia and Oman.
According to the company’s website, the Auris Group of Hotels has already mapped out new development projects in Jordan, Sudan, and Tunisia, in line with its vision to be present in 15 countries by 2020.
During the last 12 months, however, no announcements have been made with regards to the group’s additional active pipeline for the region, with the exception of the launch of a further new brand — Auris Living — which has been designed to target the extended-stay market.