LEVA Hotels, a dynamic homegrown hospitality brand, proudly announces the official launch of its 5-star luxury brand, Zen by Leva, at the opening of the Future Hospitality Summit in Dubai. This new addition to the LEVA family will introduce a unique perspective on luxury, with its first property set to open in Saudi Arabia. A sophisticated blend of comfort and discovery, Zen by Leva promises to elevate the 5-star experience by focusing on deeper, more meaningful journeys for its guests.
The Journey of LEVA Hotels
LEVA Hotels began its story in 2019 with the launch of its first property, a 4-star hotel in Dubai. Since then, the brand has grown exponentially, now managing 11 properties across the Middle East and Africa region. According to a report by Colliers International, the MENA hospitality market is projected to grow to $32 billion by 2026, driven by increasing tourist arrivals and the region’s commitment to diversifying its economies. LEVA has tapped into this market by embracing innovation, technology, and personalized service, setting itself apart as a forward-thinking brand. The introduction of Zen by Leva is the next bold step, aligning with the company’s vision to evolve within the hospitality industry.
Zen by Leva: A Luxury Brand with a Higher Purpose
Zen by Leva redefines luxury by focusing on enriching experiences that engage both the senses and the mind. More than opulence and glamour, Zen is about offering travelers soulful experiences that resonate on a personal level. In today’s market, 65% of global luxury travelers say they prefer experiences that offer personal growth and self-discovery, reflecting a shift away from traditional luxury (Skift Research). Zen by Leva is designed for guests who seek both inner journeys and external exploration, offering a carefully curated, balanced experience that reflects the best of both worlds.
Anand, Founder & CEO of LEVA Hotels, shared his thoughts on this exciting new chapter:
“We created Zen by Leva to meet the changing desires of modern luxury travelers. Today’s guests are looking for more than just beautiful surroundings—they’re seeking meaningful experiences that resonate on a personal level. Zen represents our belief that the true luxury of tomorrow lies in enriching the soul and engaging the senses. This brand is designed to offer elevated experiences that inspire both internal reflection and external exploration.”
The First Zen by Leva Property in Saudi Arabia
The first property under the Zen by Leva banner will open in Saudi Arabia, aligning with the Kingdom’s Vision 2030 initiative, which aims to increase tourism’s contribution to the GDP from 3% to 10% by 2030. This surge in tourism is driving rapid growth in the hospitality sector, with Saudi Arabia’s hotel market expected to grow at a compound annual growth rate (CAGR) of 12% between 2022 and 2026 (KPMG Report). The new 5-star hotel will offer world-class amenities and thoughtfully curated experiences tailored to both UMRA travelers and visitors looking to explore the rich culture of the region. Designed to blend local culture with global sophistication, the property will provide an environment for guests to embark on journeys of self-discovery and outer exploration.
Zen’s Promise: Elevating Senses
The essence of Zen by Leva is captured in its brand promise— “Elevating Senses.” Today’s luxury travelers value experiences that engage all their senses, with 78% of global luxury consumers prioritizing personalized services that enhance their overall experience according to a report by Bain & Company. Zen by Leva focuses on enhancing guests’ sensory experiences, creating an interplay between external adventure and internal reflection. Each Zen by Leva property blends personal growth, solace, and self-discovery with sophisticated comfort and exceptional service, offering a hospitality experience that nourishes both body and soul.
Strategic Investment and Future Plans
To support the growth of the Zen by Leva brand, LEVA Hotels is committing an initial investment of $15 million, with plans to acquire 1200 keys in regions including Saudi Arabia, Egypt, Morocco, Qatar, and UAE, under the Zen brand within the next 2027. This investment reflects LEVA’s confidence in the brand’s potential and the growing demand for luxury experiences in the MENA region.
