H World International operates over 12,000 hotels with more than 1.1 million rooms across 19 countries, making it one of the world’s largest and fastest-growing hotel groups.
The group celebrated 20 years of hospitality last year and expanded its portfolio across the Middle East and Africa with a special focus on the UAE and Saudi source markets with additional emphasis on Oman and Egypt.
We spoke to Siegfried Nierhaus, Vice President and Head of Development for the Middle East, Africa, India, and Türkiye, for what’s to come.
“Very soon, we will be announcing the first MAXX Resort in the Middle East in partnership with one of the best developers on a brand which is not yet existing in the market. This shows the trust people have in our company. We will also sign the first House of Beats, which is a lifestyle hotel brand in one of the greatest locations in the Middle East.”
Amid a still buoyant Middle East, Nierhaus is doubling down on an asset light, mid market growth story led by the IntercityHotel brand while pushing flagships like Steigenberger into high profile destinations from Dubai to Saint Catherine in Egypt.
“In 2025, we signed six hotels - out of them, half were IntercityHotels. In 2026, the plan is to have at least ten signings, out of them half will be Intercity.
“So, safe to say, Intercity is the brand which we believe will be the most successful one in the next couple of years, along with our flagship Steigenberger.”
H World International is all set to open its flagship Steigenberger hotel in Saint Catherine, one of the most religious sites situated on Mount Sinai and also a UNESCO heritage site. “We are working together with the Government of Egypt. This is the first time that an international hotel will occupy that site.”
2025 also marks a key milestone for the group as it launched its seventh IntercityHotel property in the Middle East and second in KSA.
“The Kingdom of Saudi Arabia has been a driving force in our expansion strategy and an important source market with significant growth potential. We are committed to addressing the evolving needs of our discerning guests, and the launch of IntercityHotel Riyadh Al Rayaan, our second IntercityHotel in Riyadh, underscores the confidence and trust placed in our brands in the region,” Nierhaus says.
“As our seventh IntercityHotel in the Middle East, the new hotel will showcase both the strength of our partnerships and our commitment to delivering a harmonious fusion of young and fresh aesthetics, coupled with unparalleled functionality and long-term commitment to shaping Riyadh’s hospitality landscape.”
We are signing 15-year management deals with companies. So far, touch wood, no divorces
- Siegfried Nierhaus
From integrated branded residences to a 288 million member H Rewards platform rooted in Chinese travellers, his strategy blends owner friendly returns, responsible development at sensitive sites and a strong bet on digitalisation and AI as enablers rather than job killers.
“We are signing 15-year management deals with companies. It needs to be a deal where you as operator understand it’s not only about the brand but being as well successful at the same time.”
“So far, touch wood, no divorces,” he jokes. “All our relations are positive.”