Brassbell Hospitality Group and Belmazad Forge Strategic Partnership to Transform Auctioned Real Estate into Hospitality Investments
Brassbell Hospitality Group (BHG), Egypt’s leading hospitality and lifestyle developer-operator, has signed a strategic partnership with Belmazad, the country’s premier digital auction marketplace, to reposition auctioned real estate assets into high-value hospitality investments.
The agreement introduces a first-of-its-kind framework that connects real estate technology with hospitality innovation, offering new pathways to unlock underutilized properties and convert them into income-generating destinations.
Belmazad, a fast-rising player in Egypt’s proptech sector, has built a reputation for transparency and institutional credibility, supported by partnerships with Banque Misr and a network of financial and real estate stakeholders. Beyond public auctions, the platform curates exclusive portfolios of off-market assets in collaboration with major owners and institutions. By leveraging verified data and competitive price discovery, Belmazad addresses one of the market’s most pressing challenges: accurate asset valuation.
Brassbell Hospitality Group, with a live portfolio of more than 850 serviced units across Egypt and Saudi Arabia and a pipeline set to exceed 1,250 units by the end of 2025, is recognized as the region’s largest operator in the serviced apartment sector. Through a vertically integrated model spanning development, design, operations, technology, and asset management, BHG has positioned itself as the partner of choice for converting real estate into hospitality-led investments.
Under the partnership, Brassbell will apply its end-to-end hospitality expertise — from feasibility studies and brand positioning to operational management — ensuring that repositioned properties are investment-ready and competitive in the hospitality marketplace. Together, the two companies will focus on five strategic pillars:
Hospitality-Led Asset Activation: Applying BHG’s operational overlays to maximize asset value.
Co-Listing and Market Positioning: Highlighting curated, hospitality-ready assets on Belmazad’s platform.
Acquisition and Investor Participation: Enabling BHG and affiliated capital partners to participate in auctions with forward-operator commitments.
Mutual Referral Channels: Linking asset owners, buyers, and investors to cross-platform opportunities.
Joint Marketing and Investor Engagement: Launching co-branded campaigns and investment initiatives to shape market appetite.
“This collaboration with Belmazad marks a pivotal step in our mission to reimagine the intersection of real estate and hospitality,” said Ahmed Ayman Ibrahim, Chairman of Brassbell Hospitality Group. “By combining Brassbell’s operational expertise with Belmazad’s trusted auction ecosystem, we are establishing a transparent and forward-looking investment pathway that unlocks new value in underutilized assets while creating long-term opportunities for investors and communities alike.”
Mahmoud Farahat, CEO of Belmazad, added: “Partnering with Brassbell reflects our commitment to expanding the scope and impact of real estate auctions in Egypt. Together, we transform auctioned properties into ready-to-operate investment opportunities, offering investors a full vision of each asset’s potential while advancing Egypt’s broader goal to maximize the value of underutilized assets.”
The partnership will be managed by a Joint Coordination Team comprising senior representatives from both organizations, ensuring streamlined execution and priority access to select opportunities.
This initiative highlights the growing convergence of proptech and hospitality development, positioning Egypt as a regional leader in innovative asset transformation while catalyzing new investment flows into the tourism and real estate sectors.