While Dubai is “a very crowded marketplace,” it has a “number of really good products,” Rotana’s Chief Executive Officer Philip Barnes told Arabian Business.
“Dubai is a very crowded marketplace and I think we have a number of really good products here but if you’re looking for a showpiece product – it is more of a question of being really clear about what that looks like,” Barnes said in an exclusive interview at the Arabian Travel Market (ATM) which was held at Dubai World Trade Centre from May 6 to May 9.
“An existing property can become a showpiece with the right investment and the right ownership opportunity – and that is certainly on my agenda. However, right now it is about having a great hotel – and consistency across the board is what really matters and that is what I look at as our guest satisfaction,” he added.
Rotana announces expansion plans into five new countries by 2026
When asked about Rotana’s expansion plans, Barnes said: “I think along the way, we are going to take a good hard look at what exactly we are doing with each step of expansion – we need to be very strategic and we need to make sure we aren’t just doing this to simply put pins on the map.”
During ATM, the home-grown hospitality giant announced the launch of three new properties in 2024, along with a growing pipeline of planned openings in new territories.
The recent additions to Rotana’s portfolio include Dar Rayhaan by Rotana in Al Khobar, Saudi Arabia, Riviera Rayhaan by Rotana in Doha, Qatar, and Bomonti Arjaan by Rotana in Istanbul, Turkey. These properties showcase Rotana’s commitment to providing exceptional hospitality experiences.
Rotana further aims to add another 30 properties to its portfolio by 2026, indicating its determination to venture into new markets and introduce its distinctive hospitality offering to a global audience.
Moreover, Rotana will be launching its first two properties in the United Kingdom. Centro New Malden and Centro Kingston, both under Rotana’s affordable hotel and serviced apartment brand, are set to open this year. These properties are part of a broader agreement to develop up to 1,500 keys across multiple sites in the greater London region.
In addition, Rotana will also be making its debut in Georgia with the upcoming Pontus Rotana Resort & Spa in Gonio. This five-star property, scheduled to open in 2026, will contribute 600 keys to Rotana’s diverse global portfolio.
Regionally, Rotana has ambitious plans for Saudi Arabia, with the launch of nine new properties over the next four years, and is also preparing for the opening of Onyx Arjaan by Rotana in Manama, Bahrain, later this month.
“If you look at Saudi, for example, majority of the properties over there are managed [by Rotana]. So, when you have that kind of scale and distribution, you are better off to be managing. However, you have to look at your partners – because if you have the partners with experience and knowledge of managing properties – it puts a different perspective on things,” he said.
Meanwhile, Bloom Arjaan by Rotana on Abu Dhabi’s Saadiyat Island and Mangrove Rotana in Ras Al Khaimah are on track to open this year, offering a combined total of 457 serviced hotel apartments.
‘There’s got to be a lot of trust and confidence in who you are partnering with,” says Rotana’s Barnes
Aside from this, the expansion will also extend to Africa, where Rotana will make its debut in Algeria with Azure Rotana Thalasso & Resort in Q3 2024. In Senegal, the company has announced the launch of a new 150-key Arjaan Hotel Apartments in Dakar. Rotana has also signed a management agreement for a five-star resort in the West African nation of Benin.
Egypt is another key market for Rotana, with several highly anticipated projects in the pipeline. Luxor Rotana and Palma Bay Rotana Resort, along with two new hotel projects in Cairo, are set to cater to luxury-seeking travelers.
White Palace Rotana, a five-star hotel with 353 keys and diverse dining options, promises to be a prime attraction.
“I think when you are looking at a destination that is not particular close, it is an appropriate way to go because you don’t often have a lot of resources there – they are not necessarily easy destinations to get. But, I think the other key is piece to do franchise, there’s got to be a lot of trust and confidence in who you are partnering with to do the franchise. Our first choice is obviously to manage, but in some location it just makes better business sense for everybody involved,” Barnes concluded.
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