AccorHotels and Rixos Hotels announced a strategic partnership illustrating AccorHotels’ strategy to expand its presence in the Upper Upscale/Luxury market, with a primary focus on developing global activities in the resort segment. Under a long-term joint venture, both parties intend to collaborate, develop and manage Rixos-branded resorts and hotels worldwide. Upon closing, AccorHotels will own a 50% interest in the joint venture management company.
Through this joint venture, AccorHotels will integrate in its network 15 hotels that are located in resort markets in Turkey, UAE, Egypt, Russia and Europe, and which benefit from strong room rate performance. As part of this transaction, Rixos plans to reflag five city-centre hotels to AccorHotels brands which will also be managed by AccorHotels. To this portfolio, Rixos will add a second hotel in Dubai in the very short term as well as two other properties by the end of 2018 in Abu Dhabi and the Maldives, highlighting the expansion of the Rixos brand into this key resort market.
This new partnership has many benefits for us. It enables us to become a leading resort operator in a growing market and to complement our offer with attractive leisure destinations to our guests and loyalty members. And moreover, we are going a step further in our ambition to be the best provider of multi-nature services to guests by operating hotels in major entertainment complexes which offers new opportunities both in terms of customer experience and of development strategy.
Sébastien Bazin, CEO and Chairman of AccorHotels
Rixos is one of only a handful of resort brands in the region that caters for both high-end transient and group customers. It is recognised as one of the leading luxury destination brands in Turkey and the Middle East due to its best-in-class facilities, dining options and entertainment venues. Each unique property is able to capture the traditions of its surrounding while providing experiences, sensory offerings and tailored services. The Rixos collection includes landmark assets such as Rixos Premium Belek in Turkey and Rixos The Palm in Dubai. Additionally, Rixos has invested in Turkey’s largest life and entertainment centre, The Land of Legends Theme Park, which opened its gates in the country’s tourism capital, Antalya, in July 2016. The joint venture will also manage the hotel within the entertainment park.