PureHealth has announced a strategic partnership with Erth Hospitality to introduce a hospitality-led patient experience model at SEHA Corniche Hospital in Abu Dhabi.

The partnership aims to enhance non-clinical aspects of the healthcare journey, including food and beverage, housekeeping and guest services, while maintaining a strong focus on clinical care.

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Shaista Asif, Group Chief Executive Officer of PureHealth, said: “The future of healthcare extends far beyond clinical outcomes. How a patient feels, how a family is greeted and how every moment of care is delivered shape recovery and trust. Through our partnership with Erth Hospitality, we are reimagining the journey of everyone visiting the hospital, to offer world-class personalised care with authentic Emirati warmth. This reflects our commitment to placing people at the centre of everything we do and to shaping the future of healthcare innovation beyond medical excellence.”

Erth Hospitality will bring its Emirati hospitality heritage, culinary expertise and premium service standards to the hospital environment. The collaboration is designed to create a more welcoming and comfortable experience for patients, families and visitors.

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The initiative reflects PureHealth’s broader focus on improving patient experience by combining healthcare with hospitality and personalised service. It follows the group’s 2025 partnership with the Dorchester Collection Academy, which focused on bringing premium hospitality standards into healthcare.