Hospitality developer and operator Cristal Group has launched a property management arm called Cristal Collection. 

Targeting independent hotel proprietors, the Cristal Collection aims to provide strategic partners with increased sales channels, reduced operating costs and competitive franchise fees. 

The property management arm is backed by a management team and sales, marketing and operational strategies, according to a press release posted on Zawya.  

It aims to enhance purchasing power and revenue optimisation for its hotels, offering streamlined processes, data-driven insights and scalability.  

The hotels under Cristal Collection are expected to benefit from Cristal's hospitality website and booking system, which is said to offer decreased fees compared with traditional and large brand channels.  

The Al Bada Resort in Al Ain, UAE, with 60 private villas, is the first to join the collection and will undergo extensive renovations. 

Cristal Group CEO Kamal Fakhoury said: “Competition in the hospitality sector has never been fiercer. As seasoned hoteliers, we can help properties grow and flourish in this challenging environment and that is what we are setting out to do with the Cristal Collection.” 

“The Cristal Group’s aim is to become the premier business and leisure hotels operator and franchisor in the Middle East, Asia and Africa, and the launch of the Cristal Collection is a huge step in this journey. We are looking forward to working with investors and owners both in the GCC [Gulf Cooperation Council] and abroad to deliver exceptional results and unrivalled hospitality experiences for guests.” 

Last year, Cristal Group expanded its footprint with a white-label hospitality franchising solution, furthering its aim to be a leading hotel operator in the Middle East, Africa and Asia.  

This solution offers cost savings and strategic alliances with hotel management companies, enhancing the value proposition for hotels under its umbrella.