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Group to launch new hotel brand and expand into private residences and experiential travel
UAE-based hotel management company GHM Hotels has rebranded as Chedi Hospitality in a move that strengthens its legacy hotel brand but also signals a shift into wider business areas.
The group, which was founded in Asia but is now headquartered in Dubai and has five properties in the Middle East, says it intends to reinvent its legacy brand beyond luxury hotels with a focus on high-end living, experiential travel and one-of-a-kind destinations.
As well as expanding into private residences, set within hotel environments, Chedi Hospitality will develop a new hotel brand, Serai, which they say is designed to "blend immersive entertainment, reimagined local traditions and active wellness experiences".
Taking the helm, CEO Stephan Schupbach said the rebrand marks the next chapter in the story, one that "honours our heritage while embracing a future of boundless possibilities".
“Across Chedi Hotels, The Chedi Private Residences, and our new ventures, we are committed to delivering distinctive, high-value experiences that set new industry benchmarks.”
Schupbach brings nearly four decades of leadership experience across both the owning and operator sides of the luxury hospitality industry, and has played a pivotal role in shaping high-profile hospitality ventures worldwide. He spent eight years at Jumeirah Group as VP of Operations and GM.
Joining Schupbach is a nine-strong leadership team (pictured) that includes Karim Bizid, Regional VP of Operations and GM of Chedi Muscat who leads Chedi Hospitality's Middle East operations.
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Founded in 1992, GHM opened its first properties in Malaysia and Myanmar in 1993 before launching the Chedi brand two years later in Thailand. The Chedi Muscat in Oman became the first property outside Asia when it opened in 2003.
There are now seven Chedi hotels, including luxury properties in the UAE, Saudi Arabia, Qatar, Egypt and Oman in the Middle East, plus Switzerland and Montenegro.
The new Chedi Hospitality logo pays homage to the original meaning of 'Chedi': a place of peace deeply connected to the four elements.
The Chedi brand and ethos is epitomised in the recent opening (December 2024) in AlUla, Saudi Arabia, a Unesco World Heritage Site. The Chedi Hegra is built around an old railway station and fort, has three restaurants, an outdoor pool and 35 guesthouses with butler service.
Chedi Hegra, Saudi Arabia
In February 2025, Chedi announced its first footprint in Dubai in the form of the group’s first foray into private residences, in collaboration with Al Seeb Real Estate Development and consultancy Devmark.
The 238-metre tower, located on Sheikh Zayed Road close to Dubai Internet City and Emirates Golf Club, will include two to five-bedroom apartments, duplexes and a triplex penthouse. They will have private entrances and terraces with skyline or sea views.
Chedi Hospitality says it is also in discussions for new developments in the US, Japan and China, as well as further expansion in Saudi.
For more information, visit www.chedihospitality.com
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