A new hotel brand representing on historic luxury hotels in Egypt has been launched in the UK. The Historic Hotels of Egypt, owned by Egyptian General Company for Tourism and Hotels (EGOTH), a subsidiary of the Holding Company for Tourism, Hotels & Cinema (HOTAC), aims to highlight the history and architecture behind its nine properties. These include the Cairo Marriott, Mean House Oberoi, The Shepheard Hotel and the Nile Ritz Carlton Hotel. “These historic buildings have now been protected by the government and will never be sold to outside investors,” explained Aly Abdel Aziz, president and CEO of HOTAC. “We will closely manage these historic assets to ensure sales are increased and we are able to compete with Egypt’s growing private sector.” As a result, the company has invested US$260m into renovating the hotels. “We will not manage the hotels but will help with financing and development,” explained Aziz. “Another US$260m will be invested into the hotels in the coming months. Also in the second stage [of development], I want our brand to be associated with ther historic hotel brands across Europe and the US. Aziz added that history and heritage was particularly important to the English market and the brand was keen to target it. “The England market is important but customers are demanding,” explained Aziz. “They expect something and if we don’t provide it, they will not come back.” In addition, the brand will leverage its celebrity guests to promote the hotels. “A photograph and signature of politicians, authors and actors who have stayed in that hotel will be featured to show the hotel’s story,” said Aziz.