Strategic Digital Expansion via Global OTA and MarTech Partnerships
Dubai, UAE – February 10th, 2026: Hospitality Management Holding (HMH) a Manafa company, has announced a major multi-layered expansion of its global digital distribution and marketing architecture. In a calculated move to simultaneously broaden global market reach and maximize direct-channel conversion, the hospitality group has finalized strategic partnerships with leading online travel agencies (OTAs) iTRIP and BookMyBooking.com, alongside premier marketing technology providers Affilired, Hotelchamp, and Liana Mailer.
On the distribution front, integrating iTRIP and BookMyBooking.com directly into HMH’s central architecture allows its properties to capture emerging international demand with real-time pricing and unified inventory control. To balance this OTA expansion with highly profitable direct bookings, HMH has deployed Affilired’s performance platform to leverage global affiliate networks on a secure cost-per-acquisition (CPA) basis, while utilizing Hotelchamp’s specialized onsite optimization engines to personalize the web-booking journey and convert digital traffic into direct reservations.
Furthermore, to nurture guest retention while maintaining strict corporate domain integrity, HMH has activated Liana Mailer for its enterprise email marketing, utilizing dedicated subdomains to deliver hyper-targeted, localized lifecycle campaigns across its regional portfolio.
Expanding its global digital footprint through an agile mix of high-reach OTA channels and margin-protective MarTech solutions is essential to driving portfolio-wide asset values. This comprehensive technology deployment underscores the company’s dedicated commitment to offering a seamless booking experience while maximizing operational yields for hotel owners.
About MANAFA LLC
Established in October 2003, MANAFA LLC is a holding company and investment house with a significant presence in the Middle East. Since its inception, the group has made a rapid expansion in the markets where it operates. MANAFA’s extraordinary vision, outstanding business acumen, and deep-rooted understanding of corporate ethos has contributed to its exceptional growth. The company’s diverse service offerings and progressive strategies has placed it among the highly trusted and eminent organizations within the region’s various industries including real estate, hospitality, integrated marketing services, Capital Markets, FX investment activities and Private Equity.
For more information about MANAFA LLC, please visit manafa.com
About HMH
Founded in 2003 in Dubai, HMH – Hospitality Management Holding is a fully integrated hotel management company that prides itself for being the largest operator in the dry sector within the region. HMH provides hotel owners and developers a broad spectrum of world-class management solutions with five distinct, yet complementary, hotel brands catering to varied market segments from luxury to lifestyle. These include Bahi Hotels & Resorts, Coral Hotels & Resorts, Corp Hotels, EWA Hotel Apartments and ECOS Hotels.
HMH’s strategic expansion in the Middle East and North Africa has been successful in unlocking a world of opportunities while creating value for its stakeholders, associates, staff members and customers. The existing portfolio is located in some of the most desirable destinations across the MENA region, with a pipeline of hotels under development to grow HMH’s regional footprint even further.
For more information about HMH, please visit hmhhotelgroup.com
