Majid Al Futtaim, the regional powerhouse behind some of the Middle East’s most iconic retail and leisure spaces, has partnered with Ennismore, the world’s fastest-growing lifestyle hospitality company, to launch Egypt’s first 25hours Hotel.
The new hotel will open at Junction, a highly anticipated business and lifestyle destination currently under development in West Cairo. The move not only introduces a globally recognized hospitality brand to the Egyptian market for the first time but also signals a significant step forward in West Cairo’s emergence as a cosmopolitan hub.
25hours Hotels are known globally for their vibrant, design-driven ethos that brings local culture into every corner of the guest experience. From eclectic interior concepts to culturally rooted narratives, each 25hours property is a creative expression of its host city.
“The arrival of 25hours in Egypt reflects a strategic evolution in how urban hospitality can shape the culture and identity of a city,” said Gaurav Bhushan, CEO of Ennismore. “This isn’t just about accommodation—it’s about building a living, breathing cultural space that locals and travelers can connect with.”
He added that the West Cairo location was particularly compelling: “Junction by Majid Al Futtaim is precisely the kind of visionary, lifestyle-driven development where 25hours thrives.”
Junction is being positioned as Majid Al Futtaim’s flagship lifestyle and business node in Egypt, blending office spaces, retail, entertainment, dining, and hospitality. This is part of a wider trend that sees developers across the region creating integrated, experience-first destinations to meet the changing expectations of younger, mobile, and digitally savvy consumers.
Speaking to Middle East Observer, a company source involved in the Junction development said, “This is more than a hotel launch. It’s a statement of intent. We’re defining what the future of mixed-use developments in Egypt can look like—and 25hours is the kind of disruptive brand that helps us tell that story.”
Egypt’s hospitality industry has shown a strong post-COVID rebound, with Cairo seeing a 20% increase in hotel occupancy rates in 2024, according to Colliers International. The government’s 2030 strategy to attract 30 million tourists annually has further encouraged hospitality sector investments—particularly in lifestyle and boutique hotel models that cater to experience-driven travelers.
“Egypt’s hotel landscape has long been dominated by legacy brands,” said Dr. Amani Shalaby, a Cairo-based urban development and tourism consultant. “Bringing a brand like 25hours to West Cairo introduces a more curated, localized, and culturally fluid form of hospitality that can speak directly to the evolving demographics and tastes of Egypt’s residents and visitors.”
Although specific design details are still under wraps, sources familiar with the project hint at a Cairo-themed storytelling approach, with references to local art, history, and food culture woven into the property’s restaurants, lounges, and public spaces.
25hours is also known for blurring the line between hotel and community hangout, often including co-working spaces, curated music events, and collaborations with local artists and chefs. If international precedents are any indication, the Cairo property may feature everything from rooftop bars to concept stores and even artist-in-residence programs.
The collaboration reflects a shared vision by both Majid Al Futtaim and Ennismore to push boundaries in how people live, work, and experience cities. With West Cairo gaining attention as a strategic urban expansion zone, the launch of 25hours is expected to draw regional and international attention, bolstering both real estate values and tourism footfall.
