Ennismore is to launch its 25hours hotel brand in Cairo, as it launches the lifestyle concept into the Egyptian market.
The new 25hours property will be part of Junction, a new business and leisure destination being developed in West Cairo. The project will include a range of 13 different office buildings, meeting the demands of growing local business, plus the hotel and a mix of food and beverage choices.
A hotel with branded residences
25hours at Junction will have around 250 rooms, with a mix of regular hotel bedrooms, plus a number of 25hours Heimat branded residences. There will be three different dining choices, a spa and wellness facility plus co-working, meetings and events spaces.
The 25hours Heimat format provides a branded residence living format, with the support of the brand’s unique on-site concierge, supported by Accor’s Ownership Benefits Programme. The Heimat name reflects the brand’s German roots.
Junction is being developed by established real estate developer Majid Al Futtaim. Backed by Emirati investors, the group is one of the largest developers across the Middle East, Africa and Asia. Its flagship retail developments have included Mall of the Emirates, Mall of Egypt, and Mall of Oman. The company leads the expansion of the Carrefour grocery brand in the region, operates a major chain of cinemas, and has seven hotels.
Ahmed El Shamy, chief executive officer at Majid Al Futtaim Properties, said the injection of the hotel into the development “continues our longstanding legacy of introducing bold, innovative concepts to the communities we serve.”
The development of the 25hours in Cairo comes as Egypt is experiencing a surge in investor and developer interest. A recent study of hotel projects across Africa declared the Egyptian market as a standout leader, with many more projects under construction, and in planning, than any other country across the continent. Across Cairo, the Top Hotels database lists more than 30 live hotel development projects, with many more along the country’s Mediterranean coast.
Growth supported by Ennismore
The 25hours brand was founded in 2005, and in recent years has grown more quickly with the support of Accor’s lifestyle hotel division, Ennismore. Today it is building a presence globally, and is readying to open in Sydney, Australia. In its home continent of Europe, there is a hotel in development in Trieste, Italy and a further project in planning in Budapest, Hungary.
The brand is also growing in the Middle East. In Dubai, the 25hours Heimat Residences Dubai is under construction, offering branded residences across 73 floors of one of the city’s skyscrapers. In Saudi Arabia, 25hours Hotel Trojena Neom will be part of the innovative Neon project, opening in early 2027. And looking further ahead, a 25hours hotel is in planning for development in Al Khobar, Saudi Arabia.
