Rotana: Strategic expansion and a strong service culture
ITB Berlin News sat down with Eddy Tannous, Chief Operating Officer of Rotana, to talk about the brand’s keys to success and strategic growth
Rotana manages a portfolio of over 100 hotels and resorts throughout the Middle East, Africa, Eastern Europe and Türkiye. With 45 new locations set to open in the next few years, the brand’s expansion is all about partnerships, brand diversification, and sustainability.
What are the key elements contributing to Rotana’s international success?
Rotana’s international success is driven by a combination of strategic expansion and a strong service culture. At the core of our growth is a people-first approach, ensuring that our employees are deeply engaged in delivering an exceptional hospitality experience. Our expansion strategy is reflected through a presence across the Middle East, Africa, Eastern Europe, and Türkiye with 78 operational hotels. This growth is supported by a diversified brand portfolio.
How is Rotana attracting the interest of travellers from Europe and the Middle East?
Rotana continues to attract travellers from Europe and the Middle East by offering a combination of world-class facilities, cultural authenticity, and diverse hospitality experiences. By delivering genuine Middle Eastern hospitality, we ensure that guests feel a strong connection to the region’s culture and traditions. Our diverse portfolio of hotels, from luxury resorts to lifestyle hotels, meet the evolving preferences of travellers, whether they seek indulgent experiences or efficient, stylish stays.
Why do you believe authentic experiences are an important part of luxury travel today?
Authenticity is now a defining factor in luxury travel, as modern travellers seek meaningful connections to their destination. Rotana integrates authenticity by ensuring that each of our properties reflects the cultural and historical essence of its location. With bespoke activities, locally inspired menus and tailored experiences, our personalised services cater to individual preferences.
Rotana’s luxury offering stands out through its seamless blend of world-class hospitality and a deep-rooted commitment to Middle Eastern traditions.
What sets Rotana’s luxury offering apart from other hotels in the region?
Rotana’s luxury offering stands out through its seamless blend of world-class hospitality and a deep-rooted commitment to Middle Eastern traditions. Sustainability also plays a crucial role in our approach, with eco-conscious initiatives incorporated into our hotels to ensure that guests enjoy responsible luxury.
What are your main goals at ITB Berlin House of Luxury this year?
At ITB Berlin House of Luxury, our key objectives include showcasing Rotana’s expansion plans, strengthening partnerships, and reinforcing our brand presence in Europe. The event provides an ideal platform to highlight our upcoming properties and explore new opportunities for growth. We aim to leverage ITB Berlin to enhance awareness of Rotana’s unique approach.
What new openings is Rotana planning for the near future?
Rotana is set for significant expansion with 45 new hotels across 25 cities in 16 countries. In the UAE and Qatar, we’re strengthening our presence with new developments, while in Saudi Arabia, nine upcoming properties will triple our key count. Our growth in Africa includes openings in Accra, Cairo, Dakar, Nairobi, and Mogadishu, and Islamabad in South Asia. In Europe, our debut in Georgia marks another milestone in our expansion.
