Philip Barnes, CEO of Rotana, lives by the mantra: “It’s not a rehearsal – it’s a one-time show.” Here, the visionary leader talks about Rotana’s expansion plans and why the focus is firmly on KSA.
What can you tell us about Rotana’s ambitious expansion plans?
In 2023, Rotana celebrated 30 years in operation in the region. Now, we eagerly anticipate another 30 successful years and the opening of 30 new properties by 2026.
In 2024, Rotana launched three new properties: Dar Rayhaan in Al Khobar, Riviera Rayhaan in Doha and Bomonti Arjaan in Istanbul. Moreover, plans are underway to open seven more before the end of the year.
Rotana ventures into the UK market with Centro, opening two properties, marking its debut in affordable hotel and serviced apartments. Centro New Malden and Centro Kingston, opening later this year, contribute to a plan to develop 1,500 keys across London.
Additionally, Rotana debuts in Algeria in Q3 2024 with Azure Rotana Thalasso & Resort, highly anticipated in the market.
Expanding further, Rotana prepares for Palma Bay Rotana Resort in New Alamain, Egypt, and the anticipated Luxor Rotana, plus two new projects. This notably features the opening of White Palace Rotana Resort, a five-star facility with 353 keys and diverse dining options, in Cairo.
Expanding its portfolio, Rotana is also planning a 150-key Arjaan Hotel Apartments in Dakar, Senegal, and a five-star resort deal in Benin.
Nearby, Rotana prepares to open Bloom Arjaan on Saadiyat Island, Abu Dhabi, and Onyx Arjaan in Manama, Bahrain, both scheduled this year. Moreover, Rotana plans to unveil nine new properties in the KSA within the next four years, doubling its key count to over 4,400.
What strategic vision do you bring to the table for Rotana’s future growth?
Strategically, Rotana’s focus is on sustainable, long-term growth. Moreover, we are very fortunate to have cultivated prosperous relationships with various partners. As a result, we can leverage these relationships to expand the Rotana footprint, introducing more travelers to our Arabian hospitality.
As our partners enter new markets, we are presented with significant opportunities to expand Rotana’s footprint globally. Specifically, through franchising and partnerships, we can collaborate on sales, marketing and loyalty programs to maximize our reach.
In your opinion, which market in the Middle East has the biggest potential and why?
There is a great opportunity for growth across the entire Middle East tourism sector. Moreover, as per the World Tourism Organisation (WTO), the Middle East is the sole region that experienced tourism growth surpassing pre-pandemic levels in 2023. Remarkably, the region received 122 percent more tourists last year than in 2019. We believe this trend will persist with stable geopolitical conditions.
Moreover, with initiatives to simplify cross-border travel, the Middle East is becoming more accessible and appealing to visitors. This contributes to more dispersed growth.
How does Rotana plan to enhance its presence in Saudi Arabia?
As one of the fastest-growing markets in the region, Saudi Arabia stands out as a dynamic country in hospitality development. Furthermore, it remains a key feeder market for Rotana.
Most recently, Rotana announced the opening of Dar Rayhaan by Rotana, Al Khobar. Remarkably, this four-star property with 133 keys signifies Rotana’s second venture in the Saudi Arabian coastal city and the ninth in the kingdom.
Moreover, Rotana is set to launch nine new properties in the Kingdom of Saudi Arabia over the next four years, effectively doubling its key count in the country to over 4,400.
Additionally, the new properties include four Edge by Rotana and one Rayhaan by Rotana in Riyadh, Al Manakha Rotana in Madinah, and three properties in Al Baha. One of the fastest-growing markets in the region, Saudi Arabia stands out as one of the most exciting and dynamic countries in hospitality development. Furthermore, it remains a key feeder market for Rotana.
Most recently, Rotana announced the opening of Dar Rayhaan by Rotana, Al Khobar. Notably, this four-star property with 133 keys marks Rotana’s second property in the Saudi Arabian coastal city and the ninth in the Kingdom.
Furthermore, Rotana plans to launch nine new properties in Saudi Arabia over the next four years, effectively doubling its key count.
Moreover, the new properties comprise four Edge by Rotana and one Rayhaan by Rotana in Riyadh, Al Manakha Rotana in Madinah, and three in Al Baha.
In what way is Rotana endorsing the country’s Saudization effort?
Rotana’s ambitious plans in the kingdom underscore our commitment to shaping the future of tourism in this vibrant market.
Moreover, through our unique “Duroob” program, we make it a point to tap into the vast local talent pool across our host countries. This ensures that young, local citizens receive the necessary training, mentoring, and work experience to secure jobs across property operations.
Additionally, to date, 39 percent of our workforce in the country are Saudi nationals, with 31 percent being female colleagues.
