Minor Hotels has signed on to manage Sharjah Collection, a portfolio of seven nature and heritage retreats. The properties belong to the Sharjah Investment and Development Authority, known as Shurooq. The agreement was signed this week at the House of Wisdom in Sharjah.
The move gives Minor Hotels control of more than 150 rooms across desert, coastal, mountain and heritage-site locations. It also marks a shift for Shurooq, which is looking to move beyond staycation-driven demand and attract international travellers.
Mysk Moon Retreat by Sharjah Collection. Photo Courtesy: Sharjah Collection
From Mysk by Shaza to Minor’s Luxury Portfolio
Al Badayer Retreat by Sharjah Collection. Photo Courtesy: Sharjah Collection
Global Distribution Meets Local Identity
Shurooq says the partnership is about scale, not rebranding. Minor Hotels will bring its international distribution network, loyalty programme and commercial systems to the collection. The individual character of each property, Shurooq says, will stay intact.
H.H. Sheikha Bodour bint Sultan Al Qasimi, Chairperson of Shurooq, said the collection was built on a simple idea. “Hospitality can be a powerful expression of place,” she said. She added that the Minor Hotels partnership marked an important step in expanding the collection’s international reach while preserving its authenticity.
Amir Golbarg, Chief Operating Officer of Minor Hotels Middle East and Africa, said the portfolio stood apart from typical resort collections. “Sharjah Collection has something every strong hospitality destination needs: a clear identity, a deep connection to its location and a portfolio that cannot be replicated elsewhere,” he said. He added that Minor’s role was to build on that foundation by leveraging operational excellence and guest-experience expertise.
A Test for Boutique Portfolios
The timing follows recent disruption from the Iran conflict, which exposed how vulnerable single-market retreats can be without global distribution behind them. A sub-200-key portfolio, however, will not automatically see an increase in international bookings from a brand change alone. Positioning, pricing and packaging will matter just as much as the Minor name.
Minor Hotels currently operates more than 640 hotels and resorts across 66 countries, under brands including Anantara, Avani, Tivoli and NH Collection. In the Middle East, the group already runs properties such as Qasr Al Sarab Desert Resort by Anantara in Abu Dhabi and Anantara The Palm Dubai Resort. Further regional projects are in the pipeline, including NH Collection’s Middle East debut in Riyadh and new Avani and Tivoli resorts in Bahrain. Neither Shurooq nor Minor Hotels has confirmed a date for the management transition to begin. minorhotels.com
