Awadalla cofounded the hotel chain in 2012. Since then, it has expanded beyond the UAE, to Saudi Arabia, Egypt, Qatar, Morocco, Liberia, and Sudan, operating 17 hotels with 4,000 keys. Through 2025, it focused largely on diversifying its international portfolio, through opening new regional offices in Egypt, Saudi Arabia, and the Maldives, and signing property management agreements for entering the Indian Ocean and the wider Asian market. TIME also refreshed its VIVI, HALO, and Rotella brand identities in 2025. Awadalla’s career spans senior leadership roles with Mövenpick Hotels & Resorts, Hilton International, Rotana Hotels, and more.