Al Bait Sharjah to be rebranded under Asian hospitality brand

Al Bait Sharjah to be rebranded under Asian hospitality brand
Prior to its opening, the boutique property was projected to have an AED200 million (US$55 million) value
Published: 5 March 2020 - 7:45 a.m.
By: Hotelier Middle East Staff

A year after it opened its doors, Al Bait Sharjah is being moved into General Hotel Management’s (GHM) Asian-inspired hospitality brand, The Chedi.

The rebrand will see the five-star property renamed to The Chedi Al Bait, Sharjah, UAE.

Still managed by GHM, the company explained its The Chedi brand is its “most significant” and represents peace and tranquillity.

GHM president and co-founder Hans R. Jenni explained: “In the very DNA of the Chedi brand, there are strands of Asian-inspired design wound about a core of local indigenous tradition.”

Jenni continued: “In Sharjah, we’ve celebrated local aesthetics and heritage by founding the resort on four homes once occupied by prominent Sharjah families, including the residence of Ibrahim Bin Mohammed Al Midfa with its magnificent barjeel (wind tower).”

GHM currently has The Chedi Andermatt in Switzerland, The Chedi Luštica Bay in Montenegro and The Chedi Muscat in Oman in its portfolio.

Launched in December 2018 as Al Bait Sharjah, The Chedi Al Bait, Sharjah, UAE was designed to showcase the history and culture of the emirate of Sharjah. Beyond its guest accommodation, the property houses a museum and library that archive the history of Sharjah.

Prior to its opening, the boutique property was projected to have an AED200 million (US$55 million) value.

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