Savoy Group brings boom to Sharm

Emad Aziz, Chairman of the Savoy Group Sharm el Sheikh tells Breaking Travel News about his extraordinary idea to recreate London’s Oxford Street in the spectacular SOHO Square. The entrepreneur, who has been supporting the Tourist Board’s drive to rebuild consumer confidence in Egypt, sees a bright future for sunny Sharm, which has been attracting new visitors in recent months following exciting new developments at the Savoy Group. Breaking Travel News: What are your activities at ITB Berlin? Why is it such an important event? Emad Aziz: ITB is one of the best contracting and relationship building platforms in the world. This event allows us to promote not only the hotels’ profiles, but also that of the destination. In addition we seek to build new relationships with tour operators to ensure arrivals bounce back to pre-February 2012 levels. BTN: What attracted you to the hospitality industry? EA: I always wanted the world to experience the beauty and the sights of my country, the more hotels I build the closer I will come to fulfil my vision. BTN: Why did you decide to build SOHO Square? Has your vision been fully realised? EA: SOHO Square was built to uplift the entire destination. Sharm needed an upmarket family entertainment centre and that’s exactly what it is. Good shopping, supervised children entertainment areas, restaurants for fine dining, coffee shops, bars and recreation are essential features and offer a calm upmarket and peaceful home to all within the destination.