Sani/Ikos Group Strengthens Presence in the GCC with New Regional Director Based in Dubai, Get the Details Here

Published on December 1, 2025

With its dominance in the luxury resort market, the Sani/Ikos Group is further developing its presence in the Gulf Cooperation Council (GCC) region. Therefore the Group has assigned Mohamed Wakeb as the new Regional Director for the GCC, based in Dubai. This is in line with the Group’s continues meshed strategies geared towards bolstering luxury resorts in its portfolio and further extending the Group’s presence in tested strategic international market. Wakeb’s substantial experience in hospitality and business development is anticipated to crystallize further the brand equity in the region in reception to the region’s lucrative demands for high end travels.

New Leadership to Drive Growth in the GCC

Effective from October 1, 2025, Mohamed Wakeb takes on the role of Regional Director GCC, responsible for overseeing sales, business development, and marketing across the region. His appointment is part of a wider strategy by the Sani/Ikos Group to expand its footprint in high-spending, long-haul source markets. Based in Dubai, Wakeb will play a crucial role in shaping the Group’s commercial strategy, building relationships with key travel partners, and driving brand visibility for both Sani Resort and Ikos Resorts across the Gulf.

Sani/Ikos Group currently operates over 3,800 rooms and suites in 13 award-winning luxury resorts across Greece and Spain. The Group’s expansion efforts focus on attracting more travelers from the GCC region, which is one of the world’s most lucrative markets for luxury leisure travel.

A Focus on Strengthening Relationships with Travel Partners

As part of his responsibilities, Mohamed Wakeb will focus on enhancing relationships with key stakeholders in the GCC region. This includes collaborating with travel agencies, tour operators, and luxury travel networks. Wakeb’s goal is to increase the visibility of the Sani/Ikos brands by building strong connections with local and regional travel trade professionals. His work will also involve coordinating regional initiatives from the Dubai office, ensuring the Sani/Ikos brand is top-of-mind for high-end travelers in the GCC.

Wakeb brings a wealth of expertise to the role, having spent over two decades in the UAE. His career in hospitality began in San Francisco before relocating to the UAE in 1999, where he played an instrumental role in the launch of landmark properties. He has held senior leadership positions in various prestigious hotels, focusing on operations, strategic partnerships, and guest experience. His knowledge of the region and its luxury travel market will be invaluable as the Sani/Ikos Group looks to expand its influence in the GCC.

The Growing Potential of GCC Luxury Travel

The GCC region is home to a rapidly growing luxury travel market, driven by a high demand for exclusive, family-friendly experiences. The introduction of visa-free travel agreements between GCC countries and key European destinations has further facilitated travel. With a focus on exceptional service, privacy, and unique family experiences, the Sani/Ikos Group is well-positioned to cater to the desires of GCC travelers.

In his comments, Mohamed Wakeb highlighted the strategic importance of the GCC market: “The region holds immense potential for luxury leisure travel, and both Sani Resort and Ikos Resorts already enjoy strong recognition among discerning travelers. My focus will be on strengthening relationships with our travel trade partners, enhancing brand visibility, and showcasing the exceptional luxury experience that defines Sani/Ikos Resorts.”

This increased focus on the GCC reflects a growing trend in the region towards high-end, bespoke travel. As regional travelers increasingly look for personalized and exclusive vacation options, the Sani/Ikos Group’s reputation for world-class resorts in Greece and Spain will serve as a major draw.

Building a Stronger Regional Team

To further support its ambitions in the GCC, the Sani/Ikos Group is expanding its regional commercial team. In addition to Wakeb, who will provide overall leadership, the Group is maintaining the support of Irina Shorakhmedova, the Sales Manager for the GCC. Irina will continue to oversee day-to-day commercial activities, assisting with events, training programs, and B2B initiatives that aim to raise the profile of Sani/Ikos resorts in the region.

Additionally, the Group plans to hire a Senior Marketing and Communication Manager focused specifically on the GCC. This new role will ensure that the Sani/Ikos luxury resorts are positioned as top-tier family leisure destinations through targeted media campaigns and partnerships with luxury travel influencers and outlets across the region.

Strategic Partnerships and Tailored Programs for GCC Travelers

Mohamed Wakeb emphasized the importance of strategic partnerships in strengthening the Group’s position in the GCC market. He mentioned the introduction of FAM (Familiarization) trips, tailored programs, and dedicated training initiatives aimed at showcasing the Sani/Ikos experience to regional partners and guests. Through these efforts, the Sani/Ikos Group hopes to create long-lasting relationships that will further enhance brand recognition and drive visitor numbers to their Mediterranean resorts.

Moreover, the Sani/Ikos Group’s focus on high-end, family-oriented experiences in destinations such as the Greek islands and Spain’s Costa Brava aligns perfectly with the preferences of many GCC travelers. As families from the region continue to seek luxurious getaways with private pools, exceptional service, and world-class dining, the Sani/Ikos Group’s resorts are well-suited to meet these demands.

Expanding the Group’s Reach Across Southern Europe

While the primary focus remains on strengthening the Group’s GCC presence, Sani/Ikos is also continuing to roll out its expansion plans across Southern Europe. New resorts are set to open in some of the most sought-after locations, including Ikos Porto Petro in Spain, Ikos Kissamos in Crete, and additional properties along Portugal’s Algarve coast. This expansion is a key part of the Group’s multi-market strategy, which seeks to cater to diverse travel markets while providing high-quality luxury experiences in the Mediterranean.

As part of this growth, the Group is reinforcing its regional sales teams in Europe and North America, ensuring that it can continue to meet the demand for luxury resorts across the globe. The integration of these markets will help ensure the continued success of the Sani/Ikos Group, which has become a standout player in the luxury hospitality sector.

A Bright Future for Sani/Ikos Group in the GCC

Mohamed Wakeb’s appointment as the Regional Director will add value to the Sani/Ikos Group as they position themselves to the high growth potential of the region. The Group will continue to expand its team, and with Wakeb’s leadership, they will increase the brand recognition and presence of their Resorts throughout the GCC. The newly pursued strategy for the Gulf component of the luxury travel value chain will allow the Group continue to strengthen it’s leadership position with the globally positioned luxury resorts.