STORY Hospitality

What STORY Hospitality does

STORY Hospitality is an Abu Dhabi-based international hotel management company founded in 2015 (originally as H'Mark Hosts) by Abu Dhabi Capital Group and rebranded under its current name in February 2021. It operates and co-owns a portfolio of upscale and luxury hotels and resorts through two umbrella brands — STORY Hotels & Resorts (5-star) and CUE Hotels (4-star lifestyle) — with active properties across the UAE (The H Dubai, Al Maya Island & Resort), Seychelles (STORY Seychelles, Fisherman's Cove Resort), and Morocco (STORY Rabat, STORY Le Carrousel Rabat), plus a residential pipeline in Montenegro (Budva Riviera, opening Q4 2029) and Egypt (Noi Residences, opening 2028).

The company provides full-service hotel management covering operations, commercial strategy and revenue management, brand and guest experience standards, financial reporting, and talent acquisition, under contracts that typically run 10-25 years with base fees of 2-4% of gross revenue plus incentive fees tied to GOP/NOI. STORY distinguishes itself from pure management contractors by holding co-ownership stakes in managed properties, aligning operator and owner economics. Technology is built on standard property management and revenue management systems; no proprietary platform is disclosed. Distribution runs through direct booking, OTAs, the company website, and since June 2026 the GHA DISCOVERY loyalty ecosystem (35M+ members, 1,000+ hotels, 100+ countries), where STORY DISCOVERY members earn and redeem DISCOVERY Dollars across the network. The company also operates offices, retail spaces and apartments in Dubai and Abu Dhabi and holds Green Key eco-certification across all hotels since 2021. Revenue is not publicly disclosed; headcount sits at 51-100.

Name

STORY Hospitality

Legal name

STORY Hospitality

Website

https://story-hospitality.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

STORY Hospitality is an Abu Dhabi-based international hotel management company operating and co-owning upscale and luxury hotels across the UAE, Seychelles, Morocco, and emerging destinations, through STORY Hotels & Resorts and CUE Hotels brands with full-service management contracts and GHA DISCOVERY loyalty integration.

Ownership category

akta.pro rank

Product category

Hotel Management Services

NAICS

Traveler Accommodation (7211), Hotels (except Casino Hotels) and Motels (72111), Accommodation (721)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011), Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Hospitality (Hotel) Property Management (BPAJAGAG)

akta.pro secondary industries

Design-Led Boutique Hotels (THAGADAA), Owner Services, Reporting & Portfolio Administration (THAMAKAI), Hotel & Resort Restaurants (THAFACAH)

Keywords

• Hotel management services
• Hospitality management
• Luxury hotel operations
• Branded residences
• Hotel asset management

Headquarters

HQ city

Abu Dhabi

HQ country

United Arab Emirates

HQ region

Middle East

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Hotel Management Fees: STORY Hospitality earns management fees from property owners under long-term management agreements (typically 10-25 years in the luxury segment). The standard industry fee structure includes a base management fee of 2-4% of gross revenue plus an incentive fee tied to GOP (Gross Operating Profit) or NOI performance. This aligns operator and ownership interests.
2. Ownership Stake Returns: STORY Hospitality holds co-ownership stakes in properties it manages (across Dubai, Abu Dhabi, Seychelles, and Morocco). This dual owner-operator model means the company shares in both operational fees and asset appreciation, sharpening financial discipline and aligning incentives with property owners.
3. Room Revenue & Ancillary Spend: The company earns room revenue (ADR/RevPAR) and drives ancillary revenue including Food & Beverage (F&B), spa, dining, events, parking, and curated experiences across its properties. Total Revenue Per Guest (TRevPAR) and Guest Lifetime Value (GLV) are highlighted as key commercial metrics.
4. Loyalty Programme & GHA Partnership: STORY DISCOVERY is integrated into the Global Hotel Alliance (GHA) DISCOVERY programme, which connects to 35 million+ members across 1,000+ hotels in 100+ countries. Members earn and redeem DISCOVERY Dollars (D$) worth USD 1 each, across stays, dining, and spa. This drives direct booking revenue and repeat stays.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

STORY Hospitality is an international hotel management company that operates and manages upscale and luxury hotels, branded residences, offices, retail, and apartments through its STORY Hotels & Resorts (5-star) and CUE Hotels (4-star lifestyle) brands across the UAE, Morocco, Seychelles, Montenegro, and Egypt. The company provides full-service hotel asset management — covering operations, revenue management, commercial strategy, brand and guest experience, financial reporting, and talent acquisition — under long-term management contracts with property owners, with co-investment in managed assets. Its loyalty programme, STORY DISCOVERY, is integrated into the Global Hotel Alliance (GHA) DISCOVERY network, giving guests access to 35M+ members and 1,000+ hotels in 100+ countries.

Product overview

STORY Hospitality is an international hotel management company operating inspiring properties through two distinct hotel brands: STORY Hotels & Resorts (5-star luxury) and CUE Hotels (4-star lifestyle). The company manages a portfolio of properties across key destinations including Seychelles, Morocco, UAE (Dubai and Abu Dhabi), Montenegro, and Egypt, while also developing branded residential projects. Core services include full hotel management covering operations, commercial strategy, revenue management, brand standards, financial reporting, and talent acquisition. The loyalty programme STORY DISCOVERY is integrated with the Global Hotel Alliance (GHA) DISCOVERY network, providing members access to 1,000+ hotels across 100+ countries. Sustainability initiatives are anchored by Green Key certification across all properties. The company was founded in 2015 as H'Mark Hosts by Abu Dhabi Capital Group and rebranded as STORY Hospitality in February 2021.

Differentiator

Problem solved

Functional benefit

Brands

• STORY Hotels & Resorts: 5-star luxury hotel brand creating spaces where travel memories take shape through unexpected encounters and distinctive experiences.
• CUE Hotels

Products and services

• STORY Hotels & Resorts The company's luxury 5-star hotel brand operating in key capital cities and destinations across Europe, Middle East, and Africa, creating spaces where travellers experience familiar destinations in surprising ways through artistic touches, boundary-pushing cuisine, and cultural insights. Targeted at luxury travellers seeking distinctive, locally immersive experiences.
• CUE Hotels The company's 4-star lifestyle hotel brand designed to transport and transform independent travellers seeking extraordinary experiences, featuring vibrant design, playful environments, and escapist social interaction. Targeted at aspirational travellers seeking engagement and inspiration.
• STORY DISCOVERY Loyalty Programme Free-to-join tiered loyalty programme (Silver, Gold, Platinum, Titanium) integrated with GHA DISCOVERY, offering DISCOVERY Dollars earning of 4–7% on eligible spend, member-only rates up to 10% off Best Available Rate, room upgrades, early check-in, late check-out, complimentary breakfast at Titanium, and dining savings. Available to all guests staying at STORY and GHA participating hotels.
• Hotel Asset Management Services Full-service hotel management offering for property owners and investors, covering operations management, commercial strategy and revenue management, brand and guest experience standards, financial management and owner reporting, and talent acquisition. Provided under long-term management contracts (typically 10–25 years) with a base fee of 2–4% of gross revenue plus an incentive fee tied to GOP/NOI performance.
• STORY Budva Riviera Residences Premium branded residential development in Montenegro's Budva Riviera area featuring 200 apartments (studios, 1-3 bedrooms) plus luxurious penthouses with 24/7 concierge. Amenities include saltwater pool clubs, spa, ice baths, sauna, fitness centre, co-office spaces, libraries, organic vertical farm, and natural cave F&B spaces, with sustainability features such as off-grid energy storage, solar power, and recycled water.
• STORY Noi Residences Branded residential community in New Cairo's Golden Square area featuring nature-inspired Voronoi architectural design, with residence types including villas (152–327 sqm with private gardens and swimming pools), twin houses, and townhouses, plus wellness amenities such as yoga spaces, cycling/walking paths, fitness facilities, regenerative spa, tennis and padel courts.
• STORY Seychelles Luxury 5-star resort on Mahé's Beau Vallon coast in Seychelles offering elegance with Creole soul, with tailored pre-arrival concierge communication mapping guest itineraries. Targeted at luxury leisure travellers.
• STORY Rabat Luxury 5-star hotel in the medina of Morocco's capital Rabat, offering 38 intimate havens where discreet luxury awakens the senses, with curated local recommendations and cultural context. Targeted at luxury travellers and cultural explorers.
• STORY Le Carrousel Rabat Luxury hotel in Rabat's gardens blending royal heritage with creative vision as a landmark for luxury travellers, offering seamlessly refined accommodations.
• The H Dubai Hotel City hotel in Dubai's dynamic heart offering vibrant dining, nightlife, and the award-winning Mandara Spa, positioned as a cosmopolitan sanctuary.
• Fisherman's Cove Resort
• Al Maya Island & Resort Private island resort minutes from Abu Dhabi blending relaxed luxury with beachfront indulgence in a sun-soaked island playground setting.
• Green Key Sustainability Programme Global sustainability certification partnership covering all STORY properties, focused on five pillars: reduce/reuse/recycle, protect wildlife, reduce water consumption, energy conservation, and local care and fair trade. Includes operational projects such as plastic-free amenities, biodigester food waste management, and water/energy conservation in guest rooms.

Quantifiable outcome

• 555 rooms across 5 properties (as of 2021 rebrand)
• +3 more outcomes

Named customers1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Global Hotel Alliance (GHA)coreGTM or Marketing Partner · 8 June 2026STORY Hospitality joined the Global Hotel Alliance in June 2026. STORY DISCOVERY is now integrated into GHA DISCOVERY — the world's largest alliance of independent hotel brands — giving STORY's guests access to 35 million+ GHA members, 1,000+ hotels in 100+ countries, and the ability to earn and spend DISCOVERY Dollars (D$, worth USD 1 each) across all participating properties. GHA DISCOVERY members gain access to STORY's portfolio of distinctive properties across the Middle East, North Africa, Europe, and the Indian Ocean.
• Green KeycoreStrategic or Co-development Partner · 24 February 2021STORY Hospitality entered a global partnership with Green Key — the world's leading sustainability certification programme for the hospitality industry — in February 2021. Green Key supports STORY's portfolio with tools and resources for sustainability certification across all properties. Green Key is managed by the Foundation for Environmental Education and its national member organisations, with over 3,200 tourism establishments certified across 65 countries. Since 2021, every STORY Hospitality hotel has been Green Key certified.

Scale indicators9 records

Recent moves10 records

Expansion highlights6 records

Emerging players

• Habitas: Fast-growing boutique experiential hotel brand with luxury properties in emerging destinations (Saudi Arabia, Morocco, Mexico, Namibia). Comparable to STORY in 5-star positioning, local immersion ethos, and emerging-market growth strategy.

Direct peers

• Six Senses (IHG): Operator of luxury boutique resorts and spas across 20+ countries with strong wellness and sustainability positioning; recently acquired by IHG. Comparable to STORY's STORY Hotels & Resorts brand in luxury positioning, focus on distinctive experiences, and emphasis on sustainability (Green Key alignment).
• Aman Resorts: Ultra-luxury resort operator with a portfolio of intimate, design-led properties in pristine destinations globally. Comparable to STORY Hotels & Resorts' positioning at the highest luxury tier and emphasis on destination-led, locally-immersive guest experiences.
• Rixos Hotels: International luxury hotel operator with strong presence in Turkey, UAE, Egypt, and emerging markets, operating under an owner-operator hybrid model. Highly comparable given STORY CEO's Rixos background and STORY's overlapping footprint in Egypt, UAE, and emerging destinations.
• Minor International / Minor Hotels: Minor International operates a multi-brand hotel management and ownership platform spanning luxury (Anantara, Avani, NH Collection) and lifestyle segments across Asia, Middle East, Africa, and beyond. Directly comparable to STORY's dual-brand owner-operator model and emerging-market focus.
• Jumeirah Group: Dubai-headquartered luxury hotel operator and developer managing iconic 5-star properties across the Middle East, Europe, and Asia. Closely comparable to STORY given UAE headquarters, 5-star luxury positioning, and focus on distinctive locally-rooted experiences in premier destinations.
• Dorchester Collection: Operator of iconic luxury hotels including The Dorchester, 45 Park Lane, and Le Meurice. Highly relevant given STORY CEO Victor Abou-Ghanem's prior Dorchester Collection background and STORY's positioning in the 5-star luxury segment with distinctive property identities.
• Kempinski Hotels: European-headquartered operator of luxury 5-star hotels in iconic city and resort destinations across Europe, Middle East, Africa, and Asia. Comparable to STORY in 5-star luxury positioning and emerging-market footprint (Morocco, Egypt, UAE, Seychelles overlap).
• Kerzner International: Operator of ultra-luxury resort brands including One&Only and Atlantis, with properties across the Indian Ocean, Middle East, and beyond. Comparable to STORY's luxury 5-star positioning, focus on iconic destinations (Seychelles, Mauritius, Maldives), and immersive experiential philosophy.
• Millennium & Copthorne Hotels: Multi-brand hotel operator with strong Middle East and Asia presence under M Hotel, Millennium, and Copthorne brands. Comparable to STORY's geographic concentration in UAE/Middle East and emerging-market expansion strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/100074981202036
• LinkedInlinkedin.com/company/story-hospitality
• Instagraminstagram.com/storyhospitality

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 STORY Hospitality