The company currently has nine hotels and plans to double this number in the next three to five years and triple the number in the next 10 years RIYADH: Elaf Group, one of the leading hospitality players in the region, plans to launch a new hotel brand called Joudyan. “We will be launching Joudyan, our first outside Makkah and Madinah,” Adel Ezzat, CEO of Elaf Group, told Arab News on the sidelines of the Future Hospitality Forum in Riyadh. He added that the new brand would be launched in Riyadh, Dammam and other tourism hotspots such as Jeddah and AlUla. FASTFACTS • The company currently has nine hotels and plans to double this number in the next three to five years and triple the number in the next 10 years. • Elaf hotels are a mix of five- and four-star hotels that offer a unique experience of the local feel of the Kingdom to the visitors. The company currently has nine hotels and plans to double this number in the next three to five years and triple the number in the next 10 years. Elaf hotels are a mix of five- and four-star hotels that offer a unique experience of the local feel of the Kingdom to the visitors. “We are a local brand, yet we have maintained international standards with local concepts, which is bringing to the visitors the real meaning of Saudi hospitality,” said Ezzat. The company is also planning to expand across the Gulf Cooperation Council and the Middle East regions while setting its eyes on the European market.