Dubai-United Arab Emirates

The "PureHealth" group signed a strategic partnership agreement with the "Irth" Hospitality Group, which specializes in reception and culinary services, to implement an advanced patient experience model based on the highest standards of hotel hospitality at the Corniche Hospital, affiliated with the "SEHA" company. The agreement aims to integrate medical care expertise with the concepts of luxury and high-end hotel service, ensuring the improvement of the experience of patients, accompanying delegations and visitors throughout their stay inside the facility, and enhancing the attractiveness of the capital as a preferred center for medical and hospital tourism that combines
Therapeutic efficiency and integrated amenities for families and residents.

​Develop non-clinical and culinary arts contact points
​The partnership includes a comprehensive restructuring of all non-clinical communication points within the hospital, foremost of which is the provision of high-level food and beverage services inspired by local traditions, and the development of housekeeping and guest service performance to keep pace with luxury hotel environments. Sheikha Al Kaabi, CEO of Irth Abu Dhabi, confirmed that the partnership aims to employ the group’s expertise in hospitality to serve the healthcare environment, saying: “The partnership aims to employ Irth’s expertise in the field of hospitality within the healthcare environment, and to apply hospitality concepts based on care and warm reception in a way that enhances the comfort of patients and their families during their stay in the hospital.”

​Enhancing the attractiveness of medical tourism and the hospital experience
​Inspiring the values ​​of authentic Emirati hospitality represents an essential foundation for establishing a humane hospital environment that takes into account cultural specificities and the needs of families and visitors coming from inside and outside the country. This qualitative transformation contributes to supporting the health tourism system in Abu Dhabi by providing integrated services that go beyond mere clinical treatment to reach an integrated hospital experience similar to major medical resorts. The introduction of hotel standards helps enhance the confidence of medical tourism destinations from various regional and international markets, giving health facilities a tourism and competitive dimension that contributes to stimulating the movement of specialized medical travel and prolonging the periods of stay for companions and visitors.