Dubai-based lifestyle hotel brand Rove Hotels has officially made its way into Oman, marking a new chapter in its regional expansion story. The brand has partnered with LEO Developments to launch Rove Home Muscat Expressway, its first branded residences project in the Sultanate.
For a company that started in Dubai and built its reputation around smart locations, practical design, and a strong local feel, the move into Muscat feels both timely and strategic.
The project sets the foundation for several future Rove developments in Oman, as the brand looks beyond the UAE while keeping its lifestyle-first DNA intact.
A UAE lifestyle brand makes its Oman debut
Rove Hotels was created as a joint venture between Emaar Properties and Dubai Holding, with a clear goal from day one. Offer modern, no-fuss hospitality that speaks to how people actually live, work, and travel today.
Over the years, the brand has grown steadily across the UAE, with properties in key locations such as Downtown Dubai, Dubai Marina, City Walk, and near major business hubs. Today, Rove has more than 8,000 keys open or under development, covering hotels and branded living concepts.
That same model is now being adapted for Oman.
Rather than launching a traditional hotel, Rove’s first project in the country focuses on branded residential living, reflecting the growing demand for flexible, lifestyle-led homes in urban centres.
The thinking behind choosing Muscat
Muscat’s real estate and lifestyle scene has been evolving quietly but steadily. With improved infrastructure, growing business activity, and increased interest from regional investors, the city is seeing demand for modern residential options that still respect local culture.
Rove Home Muscat Expressway is located in a central part of the city, close to Muscat Hills and major road connections. The location offers easy access to:
- Key business districts
- Urban lifestyle areas
- Oman Convention and Exhibition Centre
- Muscat International Airport
This kind of connectivity mirrors Rove’s approach in Dubai, where convenience and location are non-negotiable. For residents, it means less time on the road and more access to the city’s essentials.
Inside the apartments, lofts, and shared spaces
Rove Home Muscat Expressway will feature fully furnished one- and two-bedroom apartments, along with a limited number of lofts. The interiors follow Rove’s signature style, clean, functional, and designed for everyday comfort rather than showy finishes.
The development also includes lifestyle amenities that reflect how people live today. These include:
- A lap pool with jacuzzi
- Landscaped roof garden areas
- Co-working spaces suited for remote and hybrid work
- The brand’s well-known Rove Café, a familiar name for Dubai residents
The idea is to create a space that feels lived-in and social, not overly formal or hotel-like. This approach has already worked well for Rove Home projects in Dubai and is now being introduced to Muscat.
A collaboration shaped by local insight
Speaking on the collaboration, Viktor Serenkov, Chairman of LEO Developments, highlighted the shared vision behind the project. According to him, the partnership focuses on responding to changing lifestyle expectations while staying culturally aware and future-focused.
Rove Home Muscat Expressway is just the beginning. Both partners see this as the first step in a broader pipeline that could reshape how branded residential living is approached in Oman.
From a local market perspective, this is a notable move. Branded residences linked to hospitality names are still relatively new in the Sultanate, especially those targeting long-term residents rather than short-stay visitors.
More Rove projects planned for Oman
For Rove Hotels, the Oman entry is not a one-off launch. Paul Bridger, Chief Operating Officer at Rove Hotels, noted that the partnership with LEO Developments provides a strong base for future growth.
The brand is looking at expanding across city hubs, leisure destinations, integrated tourism complexes, and free zones within Oman. This mirrors Rove’s expansion path in the UAE, where it carefully selected locations that aligned with changing lifestyle and travel patterns.
As Oman positions itself as an emerging destination for contemporary living and travel in the GCC, Rove’s presence adds a familiar regional brand to the mix.
A sign of changing regional growth patterns
For Dubai-based brands, regional expansion today is less about size and more about relevance. Rove’s move into Oman shows how UAE-born concepts can travel well when adapted thoughtfully.
It also reflects a wider regional trend. Hospitality, residential living, and workspaces are increasingly blending into one. People want homes that offer flexibility, community, and convenience, without feeling corporate or impersonal.
Rove’s entry into Oman speaks directly to that shift.
Where lifestyle residences are headed next?
Rove Home Muscat Expressway arrives at a time when both Oman and the wider GCC are rethinking urban living. Projects that combine lifestyle, design, and practicality are gaining attention, especially among younger buyers and long-term residents.
For Rove, this launch strengthens its position as a regional lifestyle brand, not just a hotel operator. For Muscat, it introduces a new residential concept shaped by Dubai’s fast-evolving urban culture, adapted for local needs.
Rove Hotels’ expansion into Oman with Rove Home Muscat Expressway marks a meaningful step in the brand’s regional journey. With a strong local partner, a central Muscat location, and a lifestyle-driven approach, the project sets the tone for future developments in the Sultanate.
As the region’s real estate and hospitality sectors continue to evolve, this is one launch that blends Dubai experience with the Omani context.
Visit: https://www.rovehotels.com/en/rovehome/
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