We build hospitality. We create value.
We create destinations
made to be remembered.
From Makkah, we operate hospitality, grow asset value, and build brands that unite exceptional experiences with a long-term investment vision.
Saudi expertise33+years of operations
Hotel Management & Operations • Retail & F&B • Fragrance • Fashion
Makkah — Kingdom of Saudi Arabia
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About DUR Holding
From the heart of Makkah
Field expertise evolved into
an integrated business ecosystem.
DUR Holding’s journey began in 1993. Deep expertise in hospitality and hotel operations has since grown into a Saudi platform building specialized brands across promising sectors.
We think like operators: mastering the details, improving asset performance, and turning every idea into a distinctive experience that creates genuine value for guests, partners, and the market.
1993Founded
33+Years of experience
4Specialized brands
MakkahHeadquarters
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Vision & Mission
What guides every decision
We operate today.
We build tomorrow’s value.
Our Values
Practical principles that guide how we think, operate, and grow.
We turn operational expertise into more efficient assets, more distinctive experiences, and partnerships that create lasting impact.
Operational Excellence
We master the details, measure performance, and improve continuously.
People First
We place people at the heart of every experience—as guests, customers, colleagues, and partners.
Integrity & Responsibility
We act with clarity and protect trust in every relationship and decision.
Partnership
We believe the strongest outcomes come from aligned expertise and shared interests.
Sustainable Value
We balance today’s impact with the long-term growth of assets and brands.
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Brand Portfolio
A thoughtfully built portfolio
Four brands.
One vision.
Independent brands with distinct identities, united by DUR’s operational expertise, value creation, and understanding of the Saudi market.
01ALAYAM HOTEL GROUP
A DUR Holding brand
Hotel Management & Operations
Integrated operating expertise that places guest comfort and asset efficiency at the heart of every decision.
02LA CASSA
A DUR Holding brand
Retail, Food & Beverage
Contemporary retail and dining concepts built around quality, speed, and a clear customer experience.
03HOYAM
A DUR Holding brand
Fragrance & Personalization
A refined Saudi fragrance identity blending traditional craft with intelligent personalization.
04ZYVO
A DUR Holding brand
Fashion & Apparel
A confident contemporary fashion brand designed for an evolving everyday life.
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Our Expertise
What we master every day
We master the details.
We grow value.
Our expertise is built in the field—not only in advisory rooms—through daily operations and high-volume hospitality experiences in one of the world’s most demanding markets.
Hotel Operations
Disciplined operating systems, effective teams, and service that protects guest comfort at every touchpoint.
Asset Value Growth
Commercial and operating decisions that connect experience quality with cost efficiency and sustainable returns.
Brand Building
From concept and identity to operations, we create clear, scalable brands built for market growth.
Partnerships & Investment
We transform promising opportunities into focused business models, backed by local knowledge and a long-term perspective.
Operations at scale
Alayam Elite
A showcase of DUR’s capacity to operate large hospitality complexes and continuous guest services in Makkah.
2,033Hotel rooms
6Towers
52Elevators
24/7Transport & operations
Leadership grounded in operations
A vision that knows operations
from the inside.
Waleed bin Ahmed Aldeais leads DUR Holding with more than three decades of experience opening, operating, and managing hotels in Makkah. His approach balances hospitality excellence, operating discipline, and the courage to build new opportunities.
Waleed bin Ahmed AldeaisFounder & Chairman
Partnerships begin with a conversation