Nikki Beach Hospitality Group has appointed Rami Farhat as Pre-Opening General Manager of Nikki Beach Resort and Spa Muscat, the Miami-based luxury hospitality company's latest push into the Middle East ahead of the property's scheduled opening in 2027. Farhat brings more than 25 years of luxury hotel experience across the region and has successfully navigated the openings of multiple high-profile properties in Oman, a market he knows intimately from previous leadership roles. The appointment underscores Nikki Beach's aggressive expansion strategy, with the Muscat resort representing one of several major projects in the company's development pipeline that also includes destinations in Baku, Marrakech, Ras Al Khaimah and Antigua.
Farhat will oversee all pre-opening preparations for the 170-key resort, including operations, commercial strategy and team development. The appointment comes as part of Nikki Beach's broader international growth phase following its 2024 transformation from Nikki Beach Global into Nikki Beach Hospitality Group, a restructuring designed to signal the company's pivot toward hotels and resorts as core revenue drivers alongside its iconic beach clubs. No external search firm was referenced in connection with Farhat's hiring. Lucia Penrod, Co-Founder, Owner and CEO of Nikki Beach Hospitality Group, has overseen the company's expansion into multiple geographies and expansion of its portfolio beyond beach clubs into integrated resort destinations.
Farhat's career demonstrates deep expertise in the Omani luxury hospitality market. He previously served as General Manager of Millennium Hotel Doha in Qatar before joining Nikki Beach, and has led the successful openings of DoubleTree by Hilton Muscat Qurum and Avani Muscat Hotel and Suites, two key properties in Oman's expanding luxury sector. He also served as acting general manager of Anantara Al Jabal Al Akhdar Resort during the pandemic and oversaw the complete renovation and reopening of Al Bustan Palace, a Ritz-Carlton property, where he previously held the role of Director of Sales and Marketing. His experience encompasses hotel openings, luxury resort operations and sales strategy across senior positions with Marriott International, Anantara, Avani and DoubleTree by Hilton. Farhat was recognized in 2021 by peers and industry observers as one of Oman's top general managers.
Nikki Beach Hospitality Group was founded in 1998 by Jack and Lucia Penrod as a tribute to their daughter Nicole, who was killed in a car accident. The brand operates approximately 11 iconic beach clubs, five resorts including locations in Dubai, Bodrum, Porto Heli and Koh Samui, branded residences, dining concepts and pop-ups across sought-after global destinations. The company generates an estimated 150 million dollars in annual revenue and is valued at approximately 400 million dollars. In 2024, the group expanded its portfolio to include Lucia Restaurants, a new maximalist dining concept, and in 2025 introduced Maison Mer, a Provence-inspired coastal destination. The group employs nearly 1,400 people globally.
Farhat's appointment indicates Nikki Beach's confidence that the Oman market can sustain a high-end property positioning around experiential luxury with elevated food and beverage offerings, a strategy that has worked in Dubai and other premium locations. The Muscat resort, situated at Yiti Bay approximately 30 minutes from Muscat International Airport, will comprise 140 rooms and suites alongside 30 private villas, a signature beach club, marina and three culinary venues. The property is developed in partnership with OMRAN Group, Oman's state-backed tourism development entity, suggesting the project carries strategic importance for both the host nation and Nikki Beach's regional positioning. With the appointment of an experienced operator now overseeing pre-opening logistics, the company appears intent on avoiding delays that affected the project's original target opening dates, which were revised from 2023 and 2024 to 2027.
