TIME Hotels
TIME Hotels is a Dubai-headquartered, founder-led multi-brand hospitality management company operating 17 hotels, residences, and a luxury Nile cruise across the UAE, Qatar, Saudi Arabia, and Egypt. It serves business and leisure travelers through six sub-brands spanning luxury to select-service segments.
- Company typePrivate
- Founded2012
- HeadquartersDubai, United Arab Emirates
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
What TIME Hotels does
TIME Hotels is a Dubai-headquartered hospitality management company founded in 2012 by CEO Mohamed Awadalla, operating a multi-brand portfolio of hotels, hotel apartments, extended-stay residences, and a luxury Nile cruise. The company manages 17 properties with approximately 5,000 keys across the UAE, Qatar, Saudi Arabia, and Egypt, with 12+ additional properties in development pipeline and expansion planned into Morocco, Tanzania, and the Maldives. Its portfolio is structured across six sub-brands spanning luxury (Rotella Hotels), premium (TIME Hotels & Resorts), upper-scale contemporary (HALO by TIME, VIVI by TIME), select-service (Express by TIME), and extended stay (Residences by TIME), supported by the Lustra Rewards loyalty program, the Queens by TIME Nile cruise product, and the TIME Boutique merchandise line.
The technology stack is anchored by cloud-based property management, CRM, and loyalty infrastructure delivered through partnerships with Shiji Group and Amadeus, with an in-house mobile application and Neorcha-powered contactless services layered on top. AI-driven real-time guest personalization is positioned as a strategic pillar covering booking through departure, although the AI layer is primarily built atop third-party platforms rather than proprietary models. Core operations are supported by an in-house IT and quality team, with significant technology investments announced for 2026.
Revenue mechanics are typical of asset-light hotel management: base and incentive management fees on room revenue generated across managed properties, supplemented by F&B operations (Pranzo Eatery, Brio, Foodio, Mugs & Munch), loyalty-driven direct bookings, cruise fares from Queens by TIME, and merchandise sales. The company sells primarily through direct channels (website, phone, WhatsApp, corporate sales team) complemented by OTA partnerships (Booking.com, Tripadvisor, Hotels.com). Customer base spans business and leisure travelers across the Middle East and North Africa, with both segments treated as primary. Ownership is founder-led and privately held with no disclosed institutional investor backing.
TIME Hotels firmographics
Firmographics- Name
- TIME Hotels
- Legal name
- TIME Hotels LLC
- Website
- https://timehotels.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- TIME Hotels is a Dubai-headquartered, founder-led multi-brand hospitality management company operating 17 hotels, residences, and a luxury Nile cruise across the UAE, Qatar, Saudi Arabia, and Egypt. It serves business and leisure travelers through six sub-brands spanning luxury to select-service segments.
- Ownership category
- akta.pro rank
TIME Hotels industry classification
Industry- Product category
- Hotel Hospitality Services
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Accommodation (721)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)
- akta.pro primary industry
- Lifestyle & Social Hotels (THAGADAB)
- akta.pro secondary industries
- Corporate Extended-Stay Hotels (THAGAEAA), Tech-Forward / Smart Lifestyle Hotels (THAGADAK), Destination Spa Resorts (THAGAMAA)
Keywords
Where TIME Hotels is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices2 records
Markets served
TIME Hotels business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Hotel Room Revenue: Primary revenue stream from hotel room bookings across 17 operating properties and pipeline hotels, with direct booking, OTA, and corporate channels.
- Food & Beverage: 、餐饮收入来自酒店内餐厅，包括全日餐厅、咖啡厅、酒吧和客房服务，包括Pranzo Eatery、Brio、Foodio、Mugs & Munch等品牌。
- Lustra Rewards Loyalty Program: 会员忠诚度计划，通过会员专属折扣和福利推动直接预订，包括房间折扣、餐饮折扣和洗衣服务优惠。
- TIME Boutique Merchandise: 酒店生活方式配饰和客房用品销售，包括床上用品、电子旅行套件、毛毯、毛巾等商品。
- Luxury Nile Cruise (Queens by TIME): 埃及卢克索至阿斯旺的私人豪华尼罗河巡航服务，最多可容纳8位客人，提供四个私人套房和个性化服务。
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Lustra Member Discount - Room Only |
| Subscription | Monthly | Lustra Member Discount - Bed & Breakfast |
| Other | Pay-as-you-go | Summer Getaway Package |
| Unit Pricing | Pay-as-you-go | TIME Boutique Products |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
TIME Hotels product offering
Product offeringCore offering
TIME Hotels is a UAE-based hospitality management company that operates and manages a multi-brand portfolio of hotels, serviced apartments, residences, and a luxury Nile cruise across the Middle East, North Africa, and Asia. Its six brands—Rotella Hotels (luxury), TIME Hotels & Resorts (premium), HALO by TIME, VIVI by TIME, EXPRESS by TIME (select-service/budget), and RESIDENCES by TIME (extended stay)—address distinct traveler segments under a unified guest experience platform supported by cloud PMS, CRM, loyalty, AI personalization, and an in-house mobile app.
Product overview
TIME Hotels operates as a multi-brand hospitality management company offering a portfolio of six distinct hotel brands spanning luxury to select-service segments. The core portfolio includes Rotella Hotels (luxury), TIME Hotels & Resorts (premium), HALO BY TIME (upper-scale contemporary), VIVI BY TIME (lifestyle), EXPRESS BY TIME (select-service), and RESIDENCES BY TIME (extended-stay). The company manages 17 operating properties across UAE, Qatar, Saudi Arabia, and Egypt with 12+ properties in development pipeline. Supporting offerings include Lustra Rewards loyalty program, Queens By TIME luxury Nile cruises, TIME Boutique merchandise, and TIME Development advisory services for hotel owners and investors.
Differentiator
Problem solved
Functional benefit
Products and services
- TIME Hotels & Resorts Premium hospitality brand offering quality accommodations with personalized service and thoughtful design across Middle East, Africa, and Asia properties.
- Rotella Hotels Luxury hotel brand providing elegant accommodations with premium amenities and exclusive hospitality experiences.
- HALO by TIME Upper-scale contemporary brand targeting travelers seeking modern comfort and vibrant lifestyle experiences.
- VIVI by TIME Lifestyle hotel brand offering contemporary accommodations with vibrant design and dynamic guest experiences.
- EXPRESS by TIME Select-service hotel brand delivering efficient, quality stays at affordable value for budget-conscious business and leisure travelers.
- RESIDENCES by TIME Extended-stay residences offering flexible short and long-term accommodations with self-catering options and homely amenities.
- Queens by TIME Luxury Nile cruise experience aboard a traditional Dahabiya sailing boat, offering private suites and personalized itineraries between Luxor and Aswan, Egypt.
- Summer Getaway Package Seasonal promotional stay package offering 30% off published rates plus loyalty member discount; includes breakfast, F&B discount, laundry discount, and flexible check-in/out.
- Lustra Rewards Loyalty Program Member loyalty program offering exclusive discounts (5% room, 10% dining, 50% laundry), special privileges, and savings across TIME Hotels properties.
- TIME Development Business development and hotel management services for developers, landowners, and investors looking to create successful hospitality ventures under TIME Hotels brands.
Quantifiable outcome
- 17 operating hotels with 5,000 keys across 4 countries
- +3 more outcomes
Companies that use TIME Hotels
Customer profileSegments4 records
Ideal customer profiles5 records
TIME Hotels technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature4 records
TIME Hotels partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Shiji GroupcoreTechnology partnership for cloud-based property management system implementation, enabling centralized operations management across the hotel portfolio including booking, check-in, and property-level functions.
- AmadeuscorePartnership for cloud-based CRM and loyalty systems implementation, supporting guest relationship management and the Lustra Rewards loyalty program across all properties.
- 57357 Children's Cancer Hospital FoundationminorCharitable partnership supporting children's cancer hospital in Egypt, raising nearly US$9,500 as part of TIME Hotels' CSR initiative 'Tomorrow's World'.
- Emirates Nature - WWF (EWS-WWF)minorMarine conservation program partnership supporting Gulf Green Turtle Project and Marine Protected Areas, raising over US$4,000 for environmental conservation.
- Rhino (Rhinocarhire)minorUK-based international car rental firm partnership to offer car rental services to hotel guests, enhancing the overall guest experience with transportation solutions.
- Call DoctorminorHealthcare partnership providing free health check-ups and consultations for staff and guests as part of wellness initiatives under the 'Healthy You. Healthy World' program.
- Dubai Chamber of Commerce & IndustrycoreCSR Label certification program recognizing TIME Hotels' corporate social responsibility initiatives across seven criteria including human resources, environment, and community engagement.
Scale indicators7 records
Recent moves11 records
Expansion highlights6 records
TIME Hotels competitors and assessment
Company assessmentBroad incumbents
- Marriott International: World's largest hotel company with a deep Middle East presence spanning luxury (Ritz-Carlton, St. Regis, JW Marriott), premium (Marriott, Renaissance) and lifestyle/select brands (Moxy, Aloft, Residence Inn). Competes with TIME Hotels for management contracts and corporate/leisure demand across the Gulf.
- Hilton Worldwide: Global hotel major with extensive Middle East footprint across luxury (Conrad, Waldorf), full-service (Hilton Hotels & Resorts) and focused-service (Hilton Garden Inn, Hampton) brands. TIME Hotels' CEO and COO both came from Hilton, and the chains compete directly for the same corporate travelers.
- InterContinental Hotels Group (IHG): Global hotel group with InterContinental, Crowne Plaza, Holiday Inn, Staybridge Suites and voco brands. Active Middle East franchise and management growth, competing for the same corporate and leisure demand as TIME Hotels' premium and select-service brands.
- Hyatt Hotels Corporation: Global hospitality company with Park Hyatt, Andaz, Hyatt Regency and Hyatt Centric brands, plus the Apple Leisure acquisition. Aggressive Middle East expansion in luxury and lifestyle segments directly overlapping Rotella, HALO and VIVI positioning.
- Accor: Paris-based global operator with the broadest lifestyle and budget portfolio in the industry (Sofitel, MGallery, Mondrian, ibis, Novotel, Fairmont). Strong Middle East expansion; its lifestyle and extended-stay brands overlap directly with HALO, VIVI and RESIDENCES by TIME.
Direct peers
- Emaar Hospitality Group: UAE-based hospitality arm of Emaar Properties operating Address, Vida, Rove and Palace brands across the Middle East. Closely comparable in operating geography, premium/lifestyle positioning and developer-backed hotel management model.
- Rotana Hotels: UAE-headquartered hotel management company with a multi-brand portfolio (Rotana, Arjaan, Centro, Rayhaan, The H) covering luxury through budget. TIME Hotels' CEO previously worked at Rotana, and the two compete for the same developer relationships and mid-market travelers across the Gulf.
- Millennium Hotels & Resorts: Dubai-headquartered multi-brand operator (Millennium, Copthorne, Kingsgate, M) with a strong Middle East presence. Directly comparable to TIME Hotels in asset-light management style, multi-segment brand ladder and Gulf-centric operating geography.
Emerging players
- Dusit International: Thailand-based hospitality company with a growing Middle East and Africa footprint (Dusit Thani, dusitD2, ASAI Hotels). Operates a multi-tier brand portfolio similar to TIME Hotels and targets comparable resort and city-hotel markets in emerging destinations.
- Louvre Hotels Group: France-based multi-brand operator (Tulip Inn, Campanile, Premiere Classe, Royal Tulip) with a notable Middle East and North Africa presence under the Royal Tulip brand. Comparable to TIME Hotels in pursuing management contracts and franchising across mid-market segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
TIME Hotels social profiles
Digital presenceTIME Hotels compliance and trust
Trust signalCompliance3 records
TIME Hotels financial estimates
Financial estimateRevenue estimate
Valuation estimate
TIME Hotels leadership team
Management profileNumber of profiles
Profiles13 records
TIME Hotels subsidiaries and ownership
Company hierarchySubsidiaries7 records
TIME Hotels funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TIME Hotels M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TIME Hotels
What does TIME Hotels do?
TIME Hotels is a UAE-based hospitality management company that operates and manages a multi-brand portfolio of hotels, serviced apartments, residences, and a luxury Nile cruise across the Middle East, North Africa, and Asia. Its six brands—Rotella Hotels (luxury), TIME Hotels & Resorts (premium), HALO by TIME, VIVI by TIME, EXPRESS by TIME (select-service/budget), and RESIDENCES by TIME (extended stay)—address distinct traveler segments under a unified guest experience platform supported by cloud PMS, CRM, loyalty, AI personalization, and an in-house mobile app.
Is TIME Hotels a public or private company?
TIME Hotels is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was TIME Hotels founded?
TIME Hotels was founded in 2012. It employs 501 to 1,000 people.
Where is TIME Hotels based?
TIME Hotels is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does TIME Hotels make money?
Five revenue lines are on record. Hotel Room Revenue is the primary driver. The others are food & Beverage, lustra Rewards Loyalty Program, TIME Boutique Merchandise and luxury Nile Cruise (Queens by TIME).
Who are TIME Hotels's main competitors?
Broad incumbents on record are Marriott International, Hilton Worldwide, InterContinental Hotels Group (IHG), Hyatt Hotels Corporation and Accor. Direct peers are Emaar Hospitality Group, Rotana Hotels and Millennium Hotels & Resorts. Emerging players are Dusit International and Louvre Hotels Group.
Does TIME Hotels have an API?
No public API is recorded for TIME Hotels.
What industry is TIME Hotels in?
TIME Hotels's product category is Hotel Hospitality Services. Its primary akta.pro industry code is THAGADAB, Lifestyle & Social Hotels, with a secondary code of THAGAEAA, Corporate Extended-Stay Hotels. Its NAICS code is 72111 and its SIC code is 7000.