Smartotels Hospitality is a UAE-based world-class hotel real estate investment and full-service hospitality and asset management firm. It provides a broad range of management services with a focus on developing and operating hotels under its unique proprietary hotel brands.

Smartotels' leadership team has over 40 years of combined experience in hotel operations, asset management, real estate finance, development and advisory across four continents, and has proven strategies and achieved results with managing branded and independent limited-, select-, and full-service hotels and resorts.

The brand’s flagship hotel, FORM, opened its doors in May 2018.