The First Collection

What The First Collection does

The First Collection is a Dubai-based lifestyle hotel brand established in July 2021 and operated through TFG Hotel Management LLC, a wholly owned subsidiary of UAE-based developer and hospitality operator The First Group. The company runs a portfolio of four urban lifestyle hotels in prime Dubai neighborhoods — Jumeirah Village Circle (491 rooms, opened Sept 2021), Business Bay (opened July 2022), Waterfront (327 rooms along Dubai Canal, opened Nov 2023), and Marina — complemented by the Soluna Beach Club on Palm Jumeirah and a portfolio of branded F&B venues (Alloro Ristorante, Vyne, Aaliya Lounge, Local, The Blacksmith, Hello Café, and Chillz). Room categories span Deluxe/Superior Rooms (26 SQM) through Suites (35–49 SQM), with upper-tier categories bundling Soluna Beach Club access.

Revenue is generated primarily through transient and package room bookings priced at unit rates (with opening offers such as AED 409/night observed at Waterfront), transaction-based F&B and beach-club consumption, and length-of-stay pricing tiers that discount 10–20% for stays of three nights or longer. Distribution is conducted through the brand's direct website (thefirstcollection.ae) and, for the JVC property, via the Marriott Bonvoy Tribute Portfolio platform, providing global demand access and loyalty integration. The company markets through its own channels (Instagram, Facebook, YouTube, blog, email) and through referral partnerships (TripAdvisor). Headcount is approximately 290 employees (firmographics), and the brand is recognized on TripAdvisor's "Hottest New Hotels" (2022) and "Travellers' Choice" lists. Sustainability initiatives include EV charging via the Charge&Go (e&) partnership and PET plastic-free operations. Revenue is not publicly disclosed.

Underlying technology is conventional hospitality infrastructure: a hotel management system integrated with the Marriott Bonvoy platform for the JVC property, supported by real-time digital booking on the company website. No proprietary technology, AI/ML, API platform, or SDK offering is disclosed. Key customer segments are leisure and business travelers (B2C), with secondary demand from golf tourists attracted to championship courses near JVC. Marriott affiliation and Soluna Beach Club access are the principal differentiators relative to comparable mid-upscale Dubai lifestyle hotels.

Name

The First Collection

Legal name

TFG Hotel Management LLC

Website

https://thefirstcollection.ae

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

251–500 employees

Short description

The First Collection is a Dubai-based lifestyle hotel brand, established in 2021 by The First Group, operating four urban lifestyle hotels across JVC, Business Bay, Waterfront, and Marina, with affiliated restaurants and the Soluna Beach Club, serving leisure and business travelers.

Ownership category

akta.pro rank

Product category

Lifestyle Hotels and Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (721110), Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Beachfront & Coastal Full-Service Hotels (THAGAAAI)

akta.pro secondary industries

Luxury Wellness & Spa Resorts (THAGACAG), Luxury Eco-Resorts (THAGACAK)

Keywords

• Lifestyle hotel brand
• Urban resort accommodations
• Hotel dining restaurants
• Beach club hospitality
• Dubai hotel properties

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Hotel Room Bookings: Primary revenue from hotel room bookings across four properties in Dubai - Jumeirah Village Circle, Business Bay, Waterfront, and Marina. Offers various room types including Deluxe, Superior Rooms, and Suites.
2. Food and Beverage: Revenue from on-site restaurants and dining venues including Alloro Ristorante (Italian), Vyne Restaurant, Aaliya Lounge, Local Restaurant, The Blacksmith Bar & Eatery, Hello Café, and Chillz poolside bar.
3. Soluna Beach Club: Exclusive beach club experience at Palm Jumeirah offering day passes and complimentary access for suite guests. Revenue from beach access fees, watersports, and F&B at the venue.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The First Collection operates four lifestyle hotel properties across Dubai (Jumeirah Village Circle, Business Bay, Waterfront, and Marina) offering Deluxe, Superior, and Suite accommodations alongside on-site restaurants, lounges, and the Soluna Beach Club at Palm Jumeirah. Revenue is earned primarily from hotel room bookings, food and beverage operations, and beach club access, with the Jumeirah Village Circle property distributed globally through Marriott Bonvoy's Tribute Portfolio. The brand targets leisure and business travelers seeking value-driven stays in sought-after Dubai neighborhoods.

Product overview

The First Collection is a Dubai-based lifestyle hotel brand operated by The First Group. The portfolio consists of four urban lifestyle hotel properties (Jumeirah Village Circle, Business Bay, Waterfront, and Marina) offering contemporary accommodation from Deluxe Rooms to Grand Suites, complemented by exclusive access to Soluna Beach Club on Palm Jumeirah. The brand operates multiple restaurant concepts including Alloro Ristorante (Italian), The Blacksmith (bar and eatery), Hello Café, Chillz pool bar, Vyne, and Aaliya Lounge. Room categories range from standard Superior Rooms (26 SQM) to One Bedroom Suites (35 SQM) and Grand King Suites (49 SQM), with Club-level accommodations offering Lounge access. The Jumeirah Village Circle property is affiliated with Marriott Bonvoy's Tribute Portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Soluna Beach Club: Beach club and restaurant venue located on Palm Jumeirah offering crystal-clear waters, pristine sands, and Mediterranean-inspired pool experiences
• The First Collection at Jumeirah Village Circle - A Tribute Portfolio Hotel
• Alloro Ristorante

Products and services

• The First Collection at Jumeirah Village Circle Tribute Portfolio Hotel located in Jumeirah Village Circle featuring resort-style pool, signature restaurants, and calming spa. Operated as part of Marriott Bonvoy portfolio with global distribution for leisure and business guests.
• The First Collection Business Bay Hotel property in Dubai's Business Bay district offering dining experiences and poolside facilities with views of Downtown Dubai and Burj Khalifa, targeting business and leisure travelers.
• The First Collection Waterfront 327-room hotel property along Dubai Canal in the Business Bay district featuring a rooftop pool with city views, dining options, and serene guest rooms overlooking the Dubai Canal.
• The First Collection Marina Hotel property in Dubai Marina offering spacious rooms, vibrant dining, and easy access to beaches, shopping, and nightlife. Room categories include Superior Deluxe Rooms, One Bedroom Suites with Soluna Beach Access, Grand King Suites with Soluna Beach Access, Club Rooms, and Club One Bedroom Suites.
• Soluna Beach Club Exclusive beach club at The Palm Jumeirah offering crystal-clear waters, pristine sands, a Mediterranean-inspired pool, water sports activities, and Mediterranean-style F&B. Day passes available to the public, with complimentary access for hotel suite guests.
• Alloro Ristorante Italian restaurant at Dubai Marina featuring hearty Italian fare including pastas, pizzas, and mains. Offers à la carte dining, buffet options, and the longest happy hour in Dubai Marina from 12:30 PM to 11 PM.
• Vyne Restaurant Restaurant located at the Business Bay property offering all-day dining experiences for hotel guests and walk-in patrons.
• Aaliya Lounge Lounge dining venue at the Business Bay property serving light meals, beverages, and relaxed seating for hotel guests and visitors.
• Local Restaurant Restaurant at the Waterfront property serving dining experiences for hotel guests and walk-in patrons.
• The Blacksmith Bar and eatery at the Marina property offering drinks and dishes including lamb ribs, smoked brisket, and beef sirloin.
• Hello Café Cafe and coffeehouse at the Marina property serving fresh-baked pastries, artisan sandwiches, and espresso drinks.
• Chillz Rooftop pool bar and cocktail lounge at the Marina property serving light bites and all-day snacks.

Quantifiable outcome

• TripAdvisor named The First Collection at Jumeirah Village Circle one of the world's hottest new hotels
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• Charge&Go (e&)minorStrategic or Co-development Partner · 1 October 2023Partnership with Charge&Go, an EV solution by e&, to provide electric vehicle charging infrastructure at The First Collection properties. Sets the gold standard for green hospitality in Dubai with sustainable transportation options.
• Friends of Cancer Patients (FOCP)coreStrategic or Co-development Partner · 4 February 2022CSR partnership creating the '28 Days of Stays' initiative to spotlight Cancer Awareness for World Cancer Day. The First Collection and FOCP collaborated on a hotel stay donation program to support cancer patients and raise awareness.
• Marriott InternationalcoreChannel Partner/ Reseller/ DistributorPartnership through Marriott Bonvoy's Tribute Portfolio brand. The First Collection at Jumeirah Village Circle operates as 'A Tribute Portfolio Hotel', gaining access to Marriott's global distribution, loyalty program, and brand standards.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• JA Resorts & Hotels: UAE-headquartered hotel and resort operator with multiple Dubai properties serving leisure and business travelers — comparable mid-to-upscale Dubai hospitality portfolio with integrated F&B venues.
• Mövenpick Hotels & Resorts: Swiss-origin upscale hotel brand with a significant Dubai presence including Mövenpick Hotel Jumeirah Beach and Ibn Battuta Gate — comparable mid-to-upscale full-service hotels with strong F&B programs.
• Address Hotels + Resorts: Emaar Hospitality Group's premium lifestyle hotel brand with multiple Dubai properties including Address Marina, Address Boulevard and Address Fountain Views — directly comparable upscale Dubai lifestyle positioning.
• Rove Hotels: Dubai-born lifestyle/midscale hotel brand operating multiple properties in prime neighborhoods with contemporary design and value-driven pricing — the closest direct peer to The First Collection's positioning in Dubai.
• Premier Inn Dubai: Value-driven hotel operator with multiple Dubai locations targeting cost-conscious leisure and business travelers — comparable 'exceptional value without compromise' positioning to The First Collection.

Others

• Marriott International: Global hotel major and current distribution partner via Tribute Portfolio — operates extensive Dubai portfolio (JW Marriott, Marriott Marquis, W, Westin) and represents both a channel partner and an incumbent competitor.

Broad incumbents

• Millennium Hotels & Resorts: Global hotel operator with multiple Dubai properties including Millennium Plaza and Millennium Airport Hotel — overlapping full-service urban hotel segment with broader global portfolio.
• Radisson Hotel Group: Global hotel group operating Radisson Blu and Park Inn properties in Dubai — broader portfolio with overlapping upscale and midscale urban hotel offerings and Radisson Rewards loyalty program.
• Hilton Dubai: Global incumbent operating multiple properties across Dubai (Hilton Dubai Marina, DoubleTree, Conrad) — broader portfolio with overlapping urban full-service hotel offerings and Hilton Honors loyalty engine.
• Wyndham Hotels & Resorts: Global hotel franchisor with Dubai presence across multiple brands (TRYP, Ramada, Wyndham) — broad incumbent operating overlapping midscale-to-upscale urban inventory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xinstagram.com/thefirstcollection_uae
• YouTubeyoutube.com/channel/UC8kBSphjungS9L5A9hvy_1w
• Facebookfacebook.com/thefirstcollectionuae
• Instagraminstagram.com/thefirstcollection_uae
• LinkedInlinkedin.com/company/the-first-collection

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The First Collection