One of Asia Pacific’s largest hotel management groups, StayWell Holdings, has launched a neighbourhood-focused hotel brand, Park Proxi.

Described as ‘a hotel for hoteliers’, this flexible model allows owners to co-design the hotel that they want, reducing red tape so that they can collaborate on everything from room styling to the hotel logo, which is expected to result in unique and memorable hotels.

In its efforts to create a local hotel experience, the Park Proxi model encourages collaboration and partnerships with local businesses to create a ‘neighbourhood network’ that will benefit guests through partnerships and recommendations.

“Our mission with the roll out of Park Proxi is to help hoteliers create their ideal hotel for their location, taking advantage of their local knowledge and ensuring the property provides every guest with the very best that each neighbourhood has to offer,” said StayWell Holdings President, Simon Wan.

“Park Proxi will become a global village of unique hotels that are bound together by a shared love of diversity, travel, and adventure.”

Park Proxi EL Hayat Sharm in Egypt will be the first Park Proxi hotel, with the hotel officially signed on June 10, 2022. The 194-room resort style hotels will feature a spa, multiple F&B outlets, nightclub, three swimming pools, and an amphitheatre.

“We are honoured to associate with StayWell Hotels and are confident that this hotel will set a new benchmark of hospitality in the centre of Nabq Bay, Sharm EL Sheikh,” said IGRED Chairman and CEO, Yasser Ibrahim Sayed Hassan.

“The unique offering of Park Proxi brand with StayWell’s unmatched service standards will prove a great success with travellers looking for personalised service standards and a brand-new product.”

Park Proxi hotels will include a dynamic digital feature wall that showcases imagery and video of the local area; a multi-sensory integrated dining and entertainment area known as the ‘Eatertainment Zone’; QR discovery codes within every lift lobby to offer information about what to see, do, and eat; insider maps and a visual survey that makes local recommendations for each traveller.

“We are delighted yet again to grow our footprint in the Middle East with our entry into Egypt,” said StayWell Holdings Vice President Development, Rohit Vig.

“We plan to open this hotel early next year and would be a wonderful addition to our portfolio of resorts around the world. Our expansion strategy is on target and are working towards having 250 hotels in the next 10 years.”