Dubai : Aleph Hospitality, the largest independent hotel management company in the Middle East and Africa, has signed a hotel management agreement with Serene Tower PVT Ltd for the Crowne Plaza Multan in Pakistan, reinforcing the company’s strategy of expanding its global footprint across rapidly growing travel markets.
Set to welcome guests in 2028, Crowne Plaza Multan, a franchise hotel by IHG, will mark the Crowne Plaza brand’s debut in Multan, a major cultural, religious and economic centre of the Punjab region. The 200-room hotel will form part of Serene Tower, a high-end mixed-use development within the DHA Multan community. Prominently located along Main Jinnah Avenue, the hotel will cater to both business and leisure travellers, offering world-class amenities such as a helipad and access to a PGA-approved championship-level golf course as well as modern guest rooms, all-day dining venues, flexible meeting spaces, a fitness centre, and a swimming pool.
What Crowne Plaza Multan will offer
Bani Haddad, Founder and Co-CEO of Aleph Hospitality said: “Our agreement with Serene Tower PVT Ltd for managing operations for Crowne Plaza Multan aligns with Aleph Hospitality’s strategic growth agenda, partnering with visionary owners in markets with strong tourism momentum. Over the next five years, the travel and tourism sector in Pakistan is set to grow by 11% CAGR, reaching USD 8.3 billion, with a naturally increasing demand for quality hospitality products such as the Crowne Plaza Multan.”
Tahir Nawaz, Chairman Nawaz Group of Companies which owns Serene Tower PVT Ltd, added: “We are honoured to join forces with Aleph Hospitality, a company renowned for its excellent reputation and strong track record in managing and growing hotel portfolios across diverse markets. Their expertise gives us great confidence in delivering a hospitality landmark in Multan that will set new benchmarks for quality, service and guest experience in the region. Serene Tower and DHA Multan are set to become the face of modern Multan.”
The Crowne Plaza Multan joins Aleph Hospitality’s growing portfolio of 80 hotels whereof 50+ are operating hotels and 30+ are in the pipeline across the Middle East and Africa.
Multan’s Growing Appeal as a Business and Leisure Destination
The planned opening of Crowne Plaza Multan in 2028 highlights the potential of Pakistan’s hospitality sector as investment in modern accommodation and mixed-use developments continues. As a major city in Punjab, Multan is known for its historic shrines, traditional handicrafts, vibrant markets and long-standing cultural heritage. The addition of an internationally recognised hotel brand could help broaden the city’s appeal to domestic and international visitors.
The hotel’s location within the DHA Multan community is expected to provide convenient access to business districts, residential developments and leisure facilities. Its combination of accommodation, dining, fitness and meeting spaces is designed to serve different visitor segments, including corporate guests, families and travellers exploring the region.
Supporting Business Travel and Events
With 200 rooms and flexible meeting facilities, Crowne Plaza Multan is positioned to accommodate corporate gatherings, conferences and business-related stays. Modern meeting spaces can help attract organisations seeking professional venues outside Pakistan’s larger metropolitan centres, while the hotel’s hospitality facilities may support social functions and private events.
The planned helipad and access to a championship-level golf course are additional features intended to distinguish the property within the local hospitality market. These facilities could appeal to premium travellers seeking a combination of business convenience, recreation and upscale accommodation.
Aleph Hospitality’s Regional Expansion
For Aleph Hospitality, the management agreement represents another step in expanding its presence across emerging travel markets. The company’s portfolio includes operating hotels and properties under development, reflecting a strategy of working with owners to manage hospitality assets across different destinations.
Hotel management partnerships allow property owners to draw on specialised operational expertise, established service standards and brand positioning. For Serene Tower PVT Ltd, collaboration with Aleph Hospitality and the Crowne Plaza brand provides a framework for developing a property designed to meet international guest expectations.
As Pakistan’s travel and tourism sector develops, projects such as Crowne Plaza Multan may contribute to improving accommodation choices and supporting related businesses, including restaurants, transport providers, event organisers and local attractions.
The hotel’s success will ultimately depend on market demand, service quality and its ability to attract repeat visitors. With its planned 2028 opening, Crowne Plaza Multan is set to become a notable addition to the city’s evolving hospitality landscape and could help strengthen Multan’s position as a destination for business travel and cultural tourism.
Ahmed Abdul Wasey
Managing Editor, Eat ‘N Stays
Ahmed Abdul Wasey is the Managing Editor in Eat ‘N Stays, overseeing all editorial coverage of travel, hospitality, and food across Saudi Arabia and the wider Gulf region. He sets the publication’s editorial direction and reviews coverage across hotels, restaurants, tourism, cruise, and industry news before it publishes.
Have a story tip, correction, or question about our coverage? Reach Ahmed directly at pr@eatnstays.com.
