United Arab Emirates (UAE)-based lifestyle hospitality brand Rove Hotels has announced plans to further strengthen its presence across the Gulf Corporation Countries (GCC) and beyond with more than 10,000 hotel rooms in the next five years, as reported by Zawya.

It aims to have the portfolio of these rooms operational or in the development pipeline within this period.

In August this year, the brand committed to planting 28,000 trees by the end of this year as part of its sustainability initiative in the run-up to COP28 UAE.

Rove Hotels chief operating officer Paul Bridger said: “In this exciting new phase of Rove's journey, we’re looking forward to taking our unique lifestyle hospitality concept to new destinations.

“As a homegrown brand, we are thrilled to see the tremendous growth in tourism that the region is experiencing and we believe that Rove Hotels can play an important role in providing accessible quality accommodation options for travellers.”

With this expansion plan, Rove Hotels aims to extend its presence from the UAE to the entire Middle East region.

The portfolio expansion follows the brand’s commercial performance in 2022, which marks its most successful year to date.

The expansion in the Middle East and North Africa region will be led by Alban Mabille, the newly appointed group director of development.

He aims to enhance the group's regional presence over the next five years, using his financial analysis skills and strategic development expertise.

Additionally, Rove Hotels is venturing into branded residences with Rove Home and the brand currently features more than 3,400 functional hotel rooms across its diverse properties.