STORY Hospitality showcases Growth, Vision, and New Openings at ATM 2025
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STORY Hospitality, the UAE-based group renowned for its curated lifestyle properties, participated at the Arabian Travel Market (ATM) 2025 for its sixth consecutive year, bringing a message of bold growth, immersive experiences, and people-first hospitality.
Headquartered in Abu Dhabi, STORY Hospitality sees ATM as a strategic platform to engage with global partners, with a particular focus on the GCC as a key growth region. The group is also leveraging the event to strengthen its expansion across North Africa, the Indian Ocean, and Europe.
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This year, STORY is unveiling several significant milestones:
The launch of a new 655-room hotel in the heart of Makkah
A flagship five-star property in Rabat, Morocco
The signing of 300 branded residences in Cairo
Major refurbishments at The H Dubai
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Renovations at the iconic Fisherman’s Cove Resort in the Seychelles
These developments underscore STORY’s dynamic pipeline and its continued commitment to growth in high-potential markets. Further announcements are expected in the coming months.
“Our vision for 2025 and beyond is anchored in delivering immersive guest experiences that merge culture, sustainability, and innovation,” said Rafael García Aguado, VP of Marketing & Communications. “ATM is where strategy meets inspiration—an opportunity to share the unique STORY behind every one of our destinations.”
Visitors to the stand can engage directly with the leadership team, including the CEO, VP of Development, VP of Marketing, Corporate Director of Sales & Revenue Management, and General Managers from Rabat, Dubai, and Seychelles. Trade professionals will benefit from tailored insights and one-on-one interactions with STORY’s global team.
At the core of the brand’s philosophy is a human-centric approach. STORY Hospitality’s success is built on a team of seasoned professionals who believe that every hotel’s success contributes to the group’s collective impact.
All STORY properties are Green Key certified, and the group is using ATM to reaffirm its long-term commitment to sustainability, with ongoing initiatives planned throughout 2025 and beyond.
“We’re not just offering rooms—we’re curating moments, shaping journeys, and creating emotional connections,” said CEO Victor Abou-Ghanem. “From the timeless elegance of STORY Rabat to the barefoot luxury of STORY Seychelles and the urban energy of The H Dubai, STORY is a brand driven by purpose, passion, and people.”
