The real estate developer specialises in large-scale mixed-use projects in Makkah, including eight luxury hotels across 18 towers. Its flagship project, Jabal Omar Destination, spans more than 235,000 square metres and includes 7,800 hotel rooms, and 200 residential units. In November 2025, it signed agreements with Accor Group and Rotana Hotels to operate seven towers in Makkah. As of September 2025, total assets reached $7.3 billion, with nine-month net income of $294 million, marking a turnaround from a loss in the same period in 2024.