If you thought TIME waits for no man, think again—it appears TIME Hotels doesn’t wait for market trends either. With all the subtlety of a five-star fireworks show, the UAE-born brand has rolled into Arabian Travel Market 2025 with a game plan that’s part strategic hospitality, part world domination (with a side of poolside cocktails).
The plan? Launch 12 new properties across Saudi Arabia, Morocco, Tanzania, and the Indian Ocean by the first quarter of 2026. And while that alone might be cause for a champagne toast, TIME isn’t stopping there. Oh no. CEO Mohamed Awadalla has his eyes set on something even grander: a round, plump portfolio of 100 hotels within the next five years.
“We’re not just expanding—we’re planting roots in places where tourism is ready to boom,” said Awadalla, with the easy charm of a man who’s memorised every airport lounge between Riyadh and Ras Al Khaimah.
This isn’t your average expansion strategy. It’s a carefully plotted, culturally mindful, and cleverly executed roll-out that spans high-growth regions and high expectations.
Island Dreams: HALO and VIVI Descend on the Maldives
When TIME Hotels drops anchor in the Maldives, it won’t be with a timid splash—it’ll be a cannonball worthy of a honeymoon photo op.
Enter HALO by TIME and VIVI by TIME—two distinct new brands debuting in 2026 on Hankede Island in the southernmost Addu Atoll.
HALO is where luxury goes to exhale. Picture 150 keys stretched across eight stories, complete with overwater villas so perfectly placed they’ll make even the most seasoned influencers weep. Designed to soak in every sunrise and sunset, it’s the sort of place where time doesn’t just slow down—it pours you a drink.
Meanwhile, VIVI is the younger sibling—stylish, socially savvy, and ready for its close-up. With 75 sleek rooms and modern facilities across six stories, it is aimed squarely at the next-generation traveller. Think less “dress code required” and more “barefoot breakfast with ocean views”.
Both are being built in partnership with the Maldives Fund Management Corporation (MFMC)—a wholly government-owned enterprise responsible for steering Maldivian development through strategic investment. In other words, it’s not just a pretty resort—there’s real economic substance underpinning this sun-drenched vision.
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- VIVI and HALO by TIME in the Maldives
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- VIVI by TIME in the Maldives
Saudi Goals, African Souls
Closer to home, TIME is aligning with Saudi Arabia’s Vision 2030—the national effort to shake off the oil dependency and replace it with, well, everything else. And tourism is front and centre.
TIME’s Saudi developments promise to deliver modern hospitality with an eye on tradition—a theme Peter Needham himself would say is the only proper way to do business in a land steeped in history but hungry for the future.
Meanwhile, Tanzania and Morocco are getting their slices of TIME. But don’t expect cookie-cutter hotels. The group is planting its flag in the name of eco-conscious growth—properties that will speak the local language, serve the local fare, and hopefully leave more behind than just Instagram reels.
“We’re not flying blind,” Awadalla assures. “We know where we’re going, and we know who we’re building for.”
All the Brands, All Under One Roof
At ATM 2025, TIME Hotels is unveiling its full brand bouquet, each one as distinct as a well-aged pinot noir:
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Rotella – Think elegance dipped in exclusivity, draped in cultural comfort. A brand with its pinky finger permanently raised.
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TIME Hotels & Resorts – The flagship experience. Refined, warm, and unapologetically comfortable.
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Express by TIME – Budget-conscious without being soul-crushing. Ideal for guests who want a good night’s sleep, not a singing pillow concierge.
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TIME Residences – Reimagined with three flavours: Classic, Executive, and Premium. Whether you’re staying for a short time or a long one, it’s your home, complete with room service and improved lighting.
It’s a statement of scale and seriousness. TIME isn’t dipping toes—it’s cannonballing into full-spectrum hospitality.
“We’ve brought the entire family of brands together, side by side,” Awadalla explained. “Because the world wants options—and we’re delivering them without compromising on quality or culture.”
The Numbers That Matter
Currently, TIME operates 17 hotels in the UAE, Egypt, Qatar, and Saudi Arabia, boasting 3,000+ keys. The pipeline promises 12 more hotels and 5,000 keys by early 2026.
But numbers aside, it’s the company’s ability to stay nimble while scaling up that’s caught the eye of developers, investors, and perhaps even a few envious rivals.
For a brand that began as a quiet contender in the Emirates, TIME has become the loudest whisper on the global stage. And it’s speaking the language of legacy.
See It, Touch It, Taste It at ATM 2025
If you’re lucky enough to be in Dubai this week, TIME Hotels can be found at Stand HC1530 at the Arabian Travel Market, running 28 April – 1 May at the Dubai World Trade Centre.
Bring questions, bring curiosity—and maybe, bring your next business card. Because if TIME’s track record is anything to go by, the future of hospitality might have a Dubai postcode and a Maldivian tan.
By Jason Smith, filed from Arabian Travel Market, Dubai
