Phoenix Hospitality Group Marks Its Official Launch At Arabian Travel Market, Unveiling Ambitious Growth Plans

Phoenix Hospitality Group (PHG), an established UAE-based hospitality group with a diversified portfolio spanning hotels, serviced residences, restaurants, destination dining, nightlife and lifestyle concepts, announced today its official launch at Arabian Travel Market (ATM) in Dubai. The launch marks a major milestone in the Group’s evolution as it brings together a growing collection of hospitality assets and brands under one unified platform, while setting out an ambitious roadmap for regional and international expansion.

Founded in 2017, Phoenix Hospitality Group operates a portfolio of more than 15 hospitality destinations across the UAE. Its hotel division includes a growing collection of properties under the Luxe Hotels portfolio, including Luxe Grand Hotel, Luxe Avenue Hotel and Luxe Retreat Hotel Apartment in Dubai, complemented by an extensive food and beverage portfolio covering heritage dining, contemporary restaurants, entertainment-led venues and nightlife concepts. Together, these businesses reflect PHG’s broader vision of creating distinctive hospitality experiences across multiple market segments.

The Group’s debut at Arabian Travel Market represents an important step in positioning Phoenix Hospitality Group before the regional and international travel industry as a multi-dimensional hospitality owner and operator. At ATM, PHG is showcasing the scale and diversity of its existing portfolio, its growing hotel and F&B platforms, upcoming concepts and its strategy for the next phase of development across the UAE and selected international markets.

Mr. 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.”

Among the Group’s established F&B concepts are Jodhpur Bar & Kitchen, Pahadi, Batliwala & Co. and Tiger Bar Stock Exchange, alongside The Groove House and Hitchki concepts operating across key Dubai locations. The portfolio reflects Phoenix’s strategy of developing individual concepts for different audiences and occasions rather than applying a single formula across its venues.

The Phoenix Hospitality Group is also developing a new generation of F&B concepts, including DubaiBorn, Betty’s, FatBudha, Mariettas’ and Ruh, as it continues to strengthen its creative engagement within the restaurant and lifestyle sector.

Mr. Manish Ahluwalia, Group Chief Executive Officer of Phoenix Hospitality Group, said: “Our next phase is about building on the foundations already established while creating the structure, operating discipline and partnerships required for sustainable growth. 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 remains central to Phoenix Hospitality Group’s development, the company is looking beyond its home market as part of a measured international growth strategy. India, Georgia, Lagos, Zanzibar and London feature within its identified growth pathways, with the Group assessing opportunities according to market potential, local partnerships, consumer behaviour and the ability of individual concepts to translate successfully into new destinations.

Rather than pursuing a standardised international roll-out, Phoenix intends to take a market-specific approach: assessing each opportunity, understanding its customer base, identifying suitable partners and testing the proposition before scaling where appropriate. The long-term objective is to build an international hospitality business combining creativity and cultural relevance with sound commercial fundamentals and disciplined execution.

According to Ahluwalia, this approach will also influence how Phoenix works with future owners, investors and 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.”

The launch at Arabian Travel Market therefore represents more than the introduction of a corporate brand. It signals Phoenix Hospitality Group’s transition into its next stage of development – bringing its existing businesses together under a broader hospitality platform while opening conversations with hotel owners, developers, investors and strategic partners in the UAE and international markets.

For Parvez MHD, the ambition remains firmly centred on the guest. “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.”

With its established UAE portfolio, growing pipeline of concepts and measured approach to international development, Phoenix Hospitality Group enters Arabian Travel Market with a clear proposition: creating places, shaping experiences and building a hospitality business designed for sustainable growth.