Brassbell Hospitality Group (BHG), Egypt’s largest serviced apartment operator, has entered into a landmark partnership with Belmazad, the country’s leading digital auction marketplace. The strategic collaboration is set to reposition auctioned and underutilised real estate assets into high-value hospitality investments, blending technology-driven transparency with operational expertise.

Belmazad, backed by institutional players such as Banque Misr, has rapidly emerged as a key player in Egypt’s proptech space. By offering curated off-market portfolios and using verified data to determine fair valuations, the platform has addressed one of the property market’s most persistent challenges: accurate asset pricing. This approach dovetails with Egypt’s broader national agenda to unlock hidden value in underutilised properties and expand the country’s hospitality offering through private-sector participation.

BHG, meanwhile, has established itself as a regional leader in hospitality development and operations, with a 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. The group’s vertically integrated model spans design, development, operations, technology, and asset management, making it a natural partner for turning real estate into income-generating hospitality destinations.

Under the agreement, Brassbell will provide its full hospitality overlays, from feasibility studies and brand positioning to operational management across rooms and food and beverage, ensuring that assets emerging from auctions are market-ready and competitive.

The partnership will be built on five strategic pillars: activating auctioned properties with hospitality-driven models; co-listing curated assets on Belmazad’s platform; facilitating investor participation with forward-operator commitments; establishing mutual referral channels; and launching joint marketing and investor engagement campaigns.

“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. With the support of our institutional partners, we are bringing new levels of access to exclusive, off-market assets, trust, scale, and credibility to the market. As a digital auction marketplace, Belmazad focuses on the core challenge of the resale market—true asset valuation—and, together with Brassbell’s hospitality perspective across rooms and F&B, we turn auctioned properties into ready-to-operate investment opportunities.”

A Joint Coordination Team, with senior representatives from both sides, will oversee the initiative to ensure rigorous governance and execution.

This collaboration reflects a wider trend in Egypt’s property sector, where technology and hospitality innovation are converging to create new models of asset transformation. Analysts suggest the move positions Egypt as a regional frontrunner in reshaping underutilised real estate for tourism and hospitality growth.