Story Hospitality, the hospitality arm of Abu Dhabi Capital Group, is entering a significant expansion and revitalisation phase, marked by full-scale renovations of its flagship properties and a strategic move into the branded residences sector.
Speaking with TTN’s Publishing Director Kim Thomson at ITB Berlin, Rafa Aguado, Vice President of Marketing & Communications, details the group’s roadmap, which balances the modernisation of legacy assets in the UAE and Seychelles with new luxury developments in North Africa and Europe.
UAE and Seychelles
The group is currently overseeing extensive transformation of its most prominent hospitality assets. In the UAE, The H Dubai is undergoing a comprehensive renovation that has entered a new phase as of April 2026.
“We are executing this floor by floor to ensure the hotel remains fully operational,” Aguado explains. Approximately one-third of the guest rooms have been completed, with the full transformation, including a reimagined lobby and updated meeting spaces, expected to conclude by the end of the year.
A unique highlight of the group’s UAE portfolio is Al Maya Island Resort, a secluded destination located a 15-minute boat ride from the Abu Dhabi mainland. Known for its population of 1,000 free-roaming gazelles, the island offers a nature-first luxury experience. The resort features six beachfront villas with private pools, a beach club, and a large dock capable of accommodating private boats and jet skis.
In the Seychelles, the historic Fisherman’s Cove Resort on Mahé, the island’s first hotel, is currently closed for a total refurbishment. The property is scheduled to welcome guests back in late 2026 or early 2027, re-emerging as a modernised landmark in the Indian Ocean.
Rabat takes centre stage
Story Hospitality is capitalising on Morocco’s rising status as a global sports and tourism hub, particularly with Rabat’s role in hosting the upcoming Africa Cup of Nations and FIFA World Cup matches.
The group’s footprint in the capital includes the secluded, 38-key Story Rabat in the Embassy District and the recently debuted Story Le Carrousel.
Despite being newly opened, Story Le Carrousel is seeing strong demand from the domestic Moroccan market, as well as France and India.
The property is set to launch a new rooftop venue, offering panoramic ocean views and sunset dining to complement its existing Spanish culinary concept.
Branded residences
A key pillar of Story’s future growth is the development of luxury branded residences, targeting high-net-worth individuals looking for a ‘home at sea’ or an urban retreat.
Story Noi Residences is scheduled to open in New Cairo between late 2028 and early 2029, bringing the brand’s hospitality standards to the heart of Egypt’s new capital.
Story Budva Riviera, located on the Adriatic coast in Montenegro, will feature 200 residences integrated into a cliffside landscape.
The design centres on natural elements, featuring cascades and caves as the backdrop for its shared social and dining spaces.
Strategic outlook
Aguado emphasises that the group’s expansion is closely aligned with its core feeder markets: the GCC (specifically Saudi Arabia and Kuwait), Europe, and North Africa.
“We are in an expansion phase, focusing on where our clients come from,” Aguado notes. Beyond hospitality, the group continues to diversify its operations, managing prime office assets in both Dubai and Abu Dhabi.