GHM (General Hotel Management) has partnered with van de Bunt Partners to launch Tin Hotels, a new mid-market brand.

The Tin Hotels brand will expand swiftly, starting with hotels in Dubai and Oman and, over the course of the next few years, with more properties in the Gulf region. The brand has a target of 35 properties by 2022.

GHM’s co-founder and president Hans R. Jenni said, “We want to challenge the status quo and bring the pursuit of excellence and style to the mid-market tier. We will create hotels that are not merely places to stay, but function as venues to connect: as social hubs, design spaces or simply, places to be seen at,” said

The concept for Tin Hotels is aimed at the travel trends of the growing middle-class population and the millennials: they seek an enriching lifestyle-based travel experience that fulfills beyond the product and service, at a value proposition that sets it apart.

Peter van de Bunt, the managing director of van de Bunt Partners, said, “GHM is known in the luxury hospitality market for its innovation, design and elegance. This partnership for Tin Hotels intends to employ their expertise in a segment that has great potential to evolve beyond the mediocre.”