Kerten Hospitality reveals ambitious ‘pipeline with a purpose’

Kerten Hospitality reveals ambitious ‘pipeline with a purpose’

The operator will launch four of more than 40 projects within the year, including one in Saudi  

Kerten Hospitality is ramping up development, with more than 40 projects in the pipeline in Europe, the Middle East, North Africa and the CIS region.

Between now and the end of 2022, Kerten Hospitality will open one new concept a month, with a focus on ESG (Environmental, Social and Governance) and community-based business practices. 

Upcoming openings include hotels in Rome in Italy, AlUla in Saudi Arabia and Kuwait, which will be closely followed by a new opening in Marrakech later this year. Each project is designed to have a long-term positive impact on the community in which it operates.

Kerten Hospitality brands include: 

• Nakhati 
Just opened in August in Riyadh, Nakhati, meaning “my flavour” in Arabic, is Kerten Hospitality’s purpose-driven premium gelato brand offering Saudi entrepreneurs the opportunity to launch their own franchises.

• The House Hotels 
Laid-back luxury properties in prime locations. Currently open are The House Hotel City Yard Jeddah and The House Hotel Old Tbilisi. Upcoming projects are underway in Egypt, Kuwait and Turkey.

• Cloud 7 Hotels
A young-at-heart lifestyle brand. Currently operating in Ayla Aqaba in Jordan and StaySO by Cloud7 in Istanbul, Turkey, with upcoming projects in Egypt, Italy, Jordan and the UAE.

Both The House and Cloud7 brands incorporate residences and serviced apartments for short- or long-term stays, and Kerten's Hospitality’s Ouspace brand operates a working spaces at each of the residential developments.

ESG: the most pressing issue facing tourism industry today, says to new research
Kerten Hospitality opens boutique hotel in old Tbilisi
Interview: Richard Williamson on why data is the key to sustainable hospitality

Speaking about the development pipeline, Kerten Hospitality chief executive officer Marloes Knippenberg said: “As we ramp up our developments, we’re creating jobs in each destination we enter, proactively hiring locally and creating opportunities for those looking for career development. We’re also supporting businesses by purchasing locally wherever possible. 

"More developers are seeking to connect with operators to look jointly at creating something that brings not only a long-term ROI, but also connects to the neighbourhood through mixed-use projects that drive year-round footfall. At Kerten Hospitality, we’re in the perfect position to drive forward more of these projects with a purpose.”


Much of the brand’s purpose is built on the ESG initiative UBBU (United Building a Better Universe). Inspired by the Butterfly Effect, based on the fact that small actions, especially when done by many, have the power to prompt global impact and change, the brand’s UBBU philosophy drives every project from the beginning to completion. 

Knippenberg added: “ESG is more than a nice-to-have for Kerten Hospitality. It drives everything we do, from a social to an environmental level. Our belief in UBBU is shared by every member of our team, and that drive to bring only positive impacts on the destinations in which we operate is one of the key foundations of our business.”

For more information, visit 

Share article

View Comments