( CNN ) -- With sparkling new air hubs and new tourism opportunities , some of the world 's biggest hotel brands have spied the perfect opportunity to pitch up in the Middle East in recent years . Hilton , Waldorf Astoria and Shangri-La are all making major investments in previously sleepy outposts such as Ras al Khamiah as well as hot new locations like Saadiyat Island , both in the UAE . But one local company has a head start on the big global players coming late to the game . Rotana Hotels is an Abu Dhabi-based chain that has been growing at an aggressive rate since it was founded by business partners Nasser Al Nowais and Selim El Zyr in 1993 . From just two hotels back then , Rotana is now responsible for 85 sites across the Middle East and northern Africa . According to new CEO Omer Kaddouri , beating the international competition to the likes of Syria , Iraq and Sudan is just the start of the company 's plans . The ambition is to more than double the number of cities where Rotana has a presence to 40 and increase the number of hotel rooms -- or keys -- to 28,000 by 2018 . The majority of this early expansion will take place in the Middle East but Kaddouri is also casting his eyes further afield . `` We are talking to people in Southeast Asia , India ( and ) Australia , '' he told CNN 's Marketplace Middle East of where he hopes Rotana will develop next . Having been in the hotel industry for almost 30 years , Kaddouri believes that Rotana should be competing with some of the larger hotel chains in big important regional locations . `` I visited several major cities in need of hotels . ( They 'll say ) 'Who are Rotana ? ' That 's when we need to sell ourselves . '' `` When they ( potential investors ) come and see us , the quality , the portfolio ... the five stars and ( the ) apartments , they believe us . There will be an investor that will give the new kid on the block a chance . '' A home-grown brand . Rotana 's home grown brand status in the Middle East gives it the ability to break ground where others may hesitate . It was the first to open a five-star-hotel in fast-growing Erbil , northern Iraq . Next on the list according to Kaddouri is Iran . With roughly 80 million consumers , the Islamic Republic is a big prize . `` Iran is a big market ... we want to be the first ( there ) and I think we will be . Some elements need to be stabilized but we are hoping by end of next year , early 2016 , we 'll see our first hotel . '' To expand as planned , Kaddouri says it is important to always maintain a clear identity and remember where the brand was born . The Beach Rotana in Abu Dhabi , for example , was the chain 's first property and it remains a reference point for the company and the UAE . `` We 're not going to change how we 've been doing business just because I 'm the new CEO , '' Kaddouri said . `` Our model works and we want to keep it that way . In the next six months , one year , we will start enhancing , tweaking . '' With the Middle East , and in particular the likes of Dubai and Abu Dhabi fast becoming aviation hubs , opportunities to grow and further develop the regions burgeoning hotel sector will be plentiful . `` I always talk about the airlines , '' Kaddouri said . `` It 's happening , making our area explode ( with ) incomings and outgoings . '' `` It 's getting better moving forward ... bringing in commerce . That did n't happen 20 years ago and is great for us here and when we move out ( around the world ) , '' he added . See who else has been on Marketplace Middle East .
CEO Hotels is expanding across the Middle East at a rapid rate . CEO has plans to develop new hotels in Dubai in near future . CEO also wants to push into markets in Europe , Australia and Southeast Asia .