With The Launch Of The First SLS Hotel In The Middle East, Accor Is Signaling Its Commitment To The Lucrative Lifestyle Segment The 75 story-tall building made its debut in April 2021, and it is the seventh SLS hotel in the world and the first in the Middle East. Franchise Your Business Schedule a FREE one-on-one session with one of our Franchise Advisors today and we’ll help you start building your franchise organization. May 3, 2021 8 min read Opinions expressed by You're reading Entrepreneur Middle East, an international franchise of Entrepreneur Media. It's hard to miss the SLS Dubai Hotel & Residences on Marasi Drive in Business Bay. The 75 story-tall building made its debut in April 2021, and it is the seventh SLS hotel in the world and the first in the Middle East. Its launch is coming at a time when SLS’ mothership, Accor, has been making a bigger push into the lifestyle segment, by acquiring SLS’ founding company, sbe, and forming a new lifestyle entity with Ennismore. These developments will only serve to further highlight the opportunities that exist for sbe and its brands, according to Chadi Farhat, Chief Operating Officer at sbe. “The acquisition of sbe hotel brands by Accor will not change the DNA of our brands, but instead, together with the Accor, Ennismore and sbe executives, we will continue to evaluate and improve each of our brands and their lifestyle offerings from programming to culinary and mixology experiences,” Farhat says.