Brassbell Hospitality Group (BHG), Egypt’s leading serviced apartment operator, has signed a strategic partnership with Belmazad, the country’s premier digital auction marketplace, to convert auctioned and underutilized real estate assets into high-value hospitality investments, Invest-Gate Reports.

The agreement creates a first-of-its-kind framework linking proptech with hospitality development. Belmazad, backed by Banque Misr and a wide network of institutional partners, provides a transparent, technology-driven marketplace that unlocks access to exclusive off-market assets. BHG, with a portfolio of more than 850 serviced units across Egypt and Saudi Arabia and a pipeline of 1,250 units by the end of 2025, brings its vertically integrated hospitality expertise spanning design, development, operations, and asset management.

Ahmed Ayman Ibrahim, Chairman of Brassbell Hospitality Group, said the partnership “establishes a transparent and forward-looking pathway to unlock new value in underutilized assets while creating long-term opportunities for investors and communities.” Mahmoud Farahat, CEO of Belmazad, added that combining Belmazad’s auction platform with BHG’s hospitality know-how “turns auctioned properties into ready-to-operate investment opportunities, helping unlock hidden value and advancing Egypt’s vision to maximize underutilized assets.”

The partnership will focus on hospitality-led asset activation, market positioning, investor participation, cross-platform referrals, and joint investor engagement. A joint coordination team will oversee execution and governance.

This initiative underscores Egypt’s growing role as a regional leader in merging real estate technology with hospitality innovation, driving fresh investment into the tourism economy.