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rassbell Hospitality Group (BHG), Egypt’s top developer‑operator of hospitality and lifestyle projects, has partnered with Belmazad, the country’s leading digital auction marketplace, to transform surplus and idle properties into hotel assets. The alliance introduces a model that blends prop‑tech with hospitality design, turning properties into ready‑to‑invest destinations.
Belmazad, a key player in Egypt’s prop‑tech scene, runs a transparent, tech‑driven auction platform backed by partners such as Banque Misr and a growing roster of financial and real‑estate stakeholders. The platform curates exclusive off‑market collections of idle assets with major owners and institutions, offering deals rarely seen on the open market.
BHG, known for operating serviced apartments, currently manages over 850 units across Egypt and Saudi Arabia, with a pipeline expected to exceed 1,250 units by 2025. Through the partnership, BHG will apply its full hospitality expertise—from feasibility studies and brand positioning to day‑to‑day operations of rooms and F&B—ensuring repositioned properties deliver investor returns and guest satisfaction.
“By merging BHG’s operational know‑how with Belmazad’s auction ecosystem, we’re creating a clear, forward‑looking investment path that unlocks value in idle assets and offers long‑term benefits to investors and communities,” said Ahmed Ayman Ibrahim, Chair of BHG.
Mahmoud Farahat, CEO of Belmazad, added: “Our digital auction platform tackles the core issue of resale markets—accurate asset valuation. Partnering with BHG lets us convert auctioned properties into turnkey hospitality investments, revealing hidden value and giving investors full insight into each asset’s potential. This aligns with goal of optimising underused assets.”
Supported by Banque Misr and other institutional partners, Belmazad connects sellers and qualified buyers worldwide through secure, competitive, and efficient auction processes. Its off‑market pipelines, curated with major owners and institutions, attract cross‑border investment while ensuring compliance and transparency.
