Asia’s Iconic U Hotels Brand to Debut at Masaya on Egypt’s North Coast

Along Egypt’s ever-evolving North Coast, where the Mediterranean meets modern coastal living, Absolute Hotel Services Middle East & Africa (AHS MEA), in partnership with EGYGAB Developments, is introducing U Hotels—its signature, design-led hospitality brand—to Masaya, a 30-acre destination at the heart of Sidi Abdelrahman.

The partnership includes a 108-key hotel, 82 branded residences, and 7 luxury villas—all unified under the U Hotels umbrella. It marks the first time a fully integrated resort on the North Coast will be operated entirely by an international five-star lifestyle brand, placing Masaya at the intersection of boutique hospitality and elevated residential design.

Masaya unfolds like a coastal dream—elevated terraces, sun-soaked walkways, and architecture that flows with the land rather than over it. Every element feels intentional, from seashell-shaped villas to cabins tucked into greenery, all designed to keep the sea in view and the world at bay.

With a portfolio spanning Thailand, Vietnam, Indonesia, and India, U Hotels now brings its “freedom philosophy” to Egypt for the first time—offering flexible check-in/out times, bespoke in-room moments, and seamless service across both hotel and residences.

This isn’t a one-off. The collaboration between AHS MEA and EGYGAB reflects a broader vision, with future projects already on the horizon in Cairo and other high-potential destinations across the country.