The homegrown UAE brand makes its debut in the Egyptian market through a strategic partnership with El Sayyad Group.
The project, Rove Sheikh Zayed City, will be strategically located on the
Cairo–Alexandria Desert Road, providing seamless access to Downtown Cairo, the Grand Egyptian Museum, the Great Pyramids of Giza, and Alexandria.
This expansion follows several high-profile announcements across the region, including new projects in Saudi Arabia and Oman in recent months.
DUBAI, UAE- Rove Hotels, the UAE-born contemporary lifestyle brand and a joint venture between Emaar Properties and Dubai Holding, has announced its entry into Egypt with the signing of Rove Sheikh Zayed City, in partnership with El Sayyad Group.
The agreement is executed through El Sayyad Group’s dedicated hotels investment subsidiary, El Sayyad for Hotels & Resorts. This move signals Rove’s commitment to bringing its signature blend of style, connectivity, and value to one of the region’s most dynamic urban hubs.
A Strategic Foothold in Cairo
The new property is positioned to capture the evolving demands of modern travellers in Greater Cairo. Construction is scheduled to commence in the second half of this year.
Rove Sheikh Zayed City will feature:
- 240 stylish rooms designed with Rove’s signature vibrant energy and relaxed comfort.
- Strategic Connectivity: Located in Sheikh Zayed City, the hotel is just 15 minutes from the Grand Egyptian Museum and the Great Pyramids of Giza. Situated on the Cairo–Alexandria Desert Road, it also provides seamless access to Downtown Cairo and Alexandria.
- Business & Travel Hub: The project benefits from direct proximity to Smart Village, one of Egypt’s largest business hubs, and is only 15 minutes away from Sphinx International Airport.
- Lifestyle Amenities: Including all-day dining at The Daily, a pool, a gym, and co-working spaces.
Driving Regional Momentum:
The Egypt announcement follows closely on the heels of Rove’s recent announcements of its first hospitality projects in
“Bringing Rove to Cairo is an exciting step forward that opens the door to a new audience in a city rich with culture and energy,” says Paul Bridger, Chief Operating Officer at Rove Hotels. “Our expansion into Egypt is a natural evolution for the brand as we continue to grow our presence across the region, always with the clear vision of providing high-quality, lifestyle-driven accommodation to the new generation of global travellers.”
Khaled El Sayyad, CEO at El Sayyad Group, added: “The hospitality landscape in Egypt is shifting toward fuss-free, well-designed experiences that prioritise social connectivity and local culture. Our partnership with Rove Hotels is a strategic move to address this gap by introducing a proven, disruptive regional brand to the Egyptian market for the first time.
By combining El Sayyad Group’s deep-rooted local market insight with Rove’s global lifestyle appeal, we are creating a unique value proposition that blends world-class connectivity with authentic local culture.”
About Rove:
Rove is an award-winning, contemporary lifestyle hospitality brand with a portfolio that spans hotels, branded residences, and more. Rove’s well-designed properties are in connected locations and built for those who value fuss-free service, efficiency, sustainability and a touch of local culture. Whether staying, living, or working, Rove redefines modern urban experiences.
Born in Dubai as a joint venture between Dubai Holding and Emaar Properties, Rove operates as a true disruptor in the regional hospitality space—rapidly expanding its dynamic portfolio of over 8,000 keys open or under development across the Middle East.
Rove Hotels continues to target properties in well-connected locations, and further expansion announcements will follow soon.
About El Sayyad Group:
El Sayyad Group is a diversified investment group operating across real estate, hospitality, tourism, and automotive sectors.
In real estate, the Group focuses on the ownership, investment, and development of income-generating assets.
Prime Hospitality, a subsidiary of El Sayyad Group, serves as the Group’s dedicated serviced apartments and holiday homes management company.
In the tourism and mobility sector, Prime Motors acts as the group’s official franchisee of Hertz in Egypt.
