Summary
Riyadh-based Rotana Hotels is shifting its focus to smaller cities in Saudi Arabia as part of its ambitious growth strategy, aiming to strengthen its presence in the Kingdom. The company’s Chief Operating Officer Eddy Tannous revealed that they are engaging with tourism authorities, development funds, and private investors to explore opportunities in emerging destinations such as Al-Baha and Asir.
Rotana has previously announced plans to develop nine new properties in Saudi Arabia, five of which are scheduled to open in 2025. This follows the launch of three hotels in 2024, including Nova M, the first Edge by Rotana property, as well as Dar Rayhaan by Rotana in Alkhobar and Al Manakha Rotana in Madinah.
Growth Strategy
Tannous stated that they have development plans for properties that will likely open within the next two to five years. These include six to eight properties in tertiary cities, which are becoming popular destinations for travelers. The company’s goal is to triple its current key count in the Kingdom to 6,000 within the next three years, driven by strong demand for hospitality services.
Rotana’s upcoming developments, including Yasmina Rayhaan by Rotana in Riyadh, aim to meet this increasing demand. Tannous emphasized that Saudi Arabia has always been a focus for Rotana due to its growing tourism industry and Vision 2030. The company is also positioning itself for the FIFA World Cup in 2034, which is expected to attract millions of visitors.
Expansion Plans
Beyond Saudi Arabia, Rotana is expanding across the Middle East, Africa, Eastern Europe, and Turkiye, where it currently operates 81 properties. The company has a pipeline of 36 new properties in 22 cities, including its projects in Saudi Arabia. Rotana is also strengthening its presence in key markets such as the UAE, Turkiye, and Africa, where demand for leisure and business travel is on the rise.
Loyalty Program Updates
Tannous hinted that significant updates to Rotana’s loyalty program are expected to be announced later this year, although details remain under wraps. The company is also exploring partnerships with banks, credit card companies, and airlines as part of its loyalty program overhaul.
Conclusion
Rotana Hotels’ expansion in Saudi Arabia and beyond reflects its commitment to meeting the growing demand for hospitality services while positioning itself as a leader in both regional and international markets. With ambitious growth plans, Rotana is well-positioned to capitalize on the opportunities presented by major events such as the FIFA World Cup in 2034.