Sharjah National Hotels: A Vision Rooted in Heritage and Driven by Innovation

Published on May 28, 2025

By: Tuhin Sarkar

At the heart of one of the Middle East’s premier travel exhibitions—the Arabian Travel Market (ATM) Dubai 2025—Ian Phillips, CEO of Sharjah National Hotels (SNH), shared an engaging perspective on the evolving landscape of hospitality in the UAE. In a candid and wide-ranging interview, he highlighted how SNH is shaping the future of Arabian hospitality through a seamless blend of tradition, technology, and tailored guest experiences.

With an impressive legacy and a forward-thinking approach, Sharjah National Hotels continues to leave a lasting impression, not only within the emirate of Sharjah but across the broader regional tourism market.

A Deep Commitment to Heritage and Hospitality

Sharjah is often described as the cultural capital of the UAE—and for good reason. Ian Phillips opened the conversation by anchoring the SNH brand firmly within that identity. “We have three of the most traditional and oldest buildings in the hospitality industry in Sharjah,” he said, referencing the group’s iconic properties: Hotel Holiday International, Marbella Resort, and Oceanic Khorfakkan Resort & Spa.

Each of these hotels is celebrated for its architectural heritage and the warm, authentic Arabian hospitality that defines the guest experience. “We want people to feel welcome right from the entrance to the smallest details in the room,” Phillips shared. These aren’t just hotels—they are living expressions of Sharjah’s culture, history, and natural charm.

Unveiling the Energy of ATM Dubai 2025

The energy at this year’s ATM was unmistakable. According to Phillips, this year’s event surpassed expectations. “It’s unbelievably busy… busier than last year. We’ve had very productive meetings,” he said, clearly pleased with the momentum SNH has been building.

The brand’s strong presence at the exhibition reflected growing interest from international markets and partners, particularly in the context of post-pandemic tourism recovery and Sharjah’s increasing global visibility. The response was clear—Sharjah National Hotels is not just maintaining its position; it’s elevating it.

Showcasing Sharjah to Global Travelers

For SNH, a key goal is to help visitors not only stay in Sharjah but experience it fully. Phillips highlighted how the concierge teams across their properties go beyond standard service. “Our teams speak with guests as soon as they arrive, helping them discover attractions like the butterfly farm, the rain room, Flag Island, and Sharjah’s many museums.”

From historical souks to the rugged beauty of the East Coast, guests are given curated suggestions to explore both urban and natural highlights. For international tourists, this hands-on approach makes Sharjah both accessible and memorable.

Integrating Technology for a Smarter Stay

Understanding the modern traveler’s need for convenience, Sharjah National Hotels has made significant investments in technology. “Over the past three to four years, we’ve refurbished our hotels in Sharjah city with smart systems to control energy consumption,” Phillips explained.

But the upgrades aren’t just behind the scenes. The SNH mobile app allows guests to check in early, manage bookings, track their bills, and even check out—all from their smartphones. This is especially valuable for business travelers and tech-savvy guests looking for efficiency without compromising comfort.

Sustainability as a Strategic Imperative

The global push for sustainability is more than a trend—it’s a necessity. Phillips shared how SNH is embracing this responsibility. “We’ve worked hard to improve our energy use through tech-driven refurbishments,” he said.

Sharjah National Hotels is aligning itself with the UAE’s broader sustainability goals by reducing its environmental footprint while maintaining exceptional guest services. The dual focus on efficiency and hospitality demonstrates that eco-conscious travel and luxury can indeed go hand-in-hand.

A New Chapter: Serviced Apartments in Khorfakkan

One of the most exciting revelations from the interview was the company’s plan to launch serviced apartments in the picturesque coastal city of Khorfakkan. “We’re hoping to operate them by the end of the year,” Phillips shared.

These premium residences are set to offer guests greater privacy and spectacular ocean views, alongside full access to hotel-style amenities. Whether for long-term stays or luxury escapes, this addition is designed to cater to travelers looking for the next level in hospitality.

Beyond Rooms: Expanding Catering and Services

Sharjah National Hotels isn’t just about accommodation. The group also runs a catering arm that currently serves one of the largest universities in Sharjah. “We’re now looking at expanding that service further,” Phillips revealed.

This diversification allows SNH to create value across multiple touchpoints in the hospitality industry—from fine dining to educational institutions—while reinforcing its brand in everyday experiences.

Personalized Experiences for Business Travelers

Today’s business traveler values both efficiency and empathy. SNH understands this well. “Traveling for work isn’t always as glamorous as it seems,” said Phillips. To support corporate guests, the hotels offer customized services, including airport transfers, daily transport to meetings, and meal-sharing options for solo travelers.

The emphasis is on personalization—understanding what each guest needs and finding practical ways to make their stay smoother and more enjoyable.

Looking Ahead with Optimism

As 2025 continues, Ian Phillips expressed optimism for the year ahead. “We’ve had a fantastic start to the year, and we’re hoping for continued development and success,” he concluded.

With Sharjah gaining global recognition and Sharjah National Hotels leading by example, the path forward looks both promising and exciting. Whether through sustainable initiatives, cultural enrichment, or innovative service delivery, SNH is crafting a model for modern hospitality grounded in Arabian tradition.