Few hotel brands evoke the spirit of sun-soaked escapes and seamless all-inclusive living quite like Rixos Hotels. Over the past year, this vibrant and fast-growing luxury hospitality group has strengthened its presence across continents — from dramatic desert coastlines to emerald islands and cultural capitals — proving once again why discerning travellers and global explorers alike keep Rixos firmly on their travel radar.

As the travel world converges in Berlin this week for ITB Berlin, one name that’s generating genuine buzz among industry insiders and luxury leisure travellers alike is Rixos Hotels — the distinctive hospitality brand known for blending all-inclusive ease with elevated design, immersive cultural experiences, and spectacular settings.

For Rixos, ITB Berlin isn’t just another trade show. It’s a stage on which the brand’s ambitious transformation — from a regional favourite to a globally expanding luxury lifestyle portfolio — is on full display. With new openings, new destinations and a new generation of travellers discovering what makes Rixos truly special, the company’s presence here feels less like promotion and more like a celebration.

A Brand Defined by Place and Personality
What sets Rixos apart in a crowded field of luxury hospitality brands is its deep connection to place. Each property — whether set against a backdrop of emerald mountains, on golden Mediterranean sands, or along turquoise tropical seas — is designed to celebrate its landscape and culture. At ITB, this philosophy is at the heart of Rixos’ message: luxury isn’t just about high-end amenities; it’s about feeling rooted in the destination.

Representatives at their stand are sharing stories of dramatic cliff-top views in Turkey’s Turquoise Coast, peace-infused mornings in the desert fringes of Saudi Arabia, and the vibrant rhythms of Mexican beachfront resorts. The emphasis is on authenticity, joy and sensory richness — elements that are proving magnetic to tour operators, travel designers and journalists visiting the Rixos pavilion.

Success Stories from Around the Globe
Over the past year, Rixos has chalked up milestones that are now key talking points at ITB:

• Redefining all-inclusive in the Middle East: The grand opening of Rixos Murjana in Saudi Arabia has positioned the brand at the centre of the Kingdom’s evolving tourism landscape. Boasting world-class leisure and entertainment offerings alongside family-centric spaces and wellness facilities, Murjana has become a flagship destination that exemplifies Rixos’ approach to dynamic all-inclusive design.

• Strategic global expansion: Rixos’ reach now extends into Southeast Asia with its forthcoming resort on Vietnam’s Hon Thom Island — a bold step into one of the world’s most picturesque archipelagos — and deepens in North Africa with a series of luxury developments in Morocco. Meanwhile, in the Americas, the brand has made its debut with multiple all-inclusive properties across Mexico’s Pacific and Caribbean coasts, attracting travellers seeking premium, carefree vacations.

Spotlight on Sustainability and Localism
ITB attendees are also hearing a strong Rixos refrain around sustainability and community engagement. At properties across continents, the brand highlights efforts to work with local partners on sourcing, cultural programming and conservation initiatives. The message is clear: luxury travel today must be responsible, respectful and rooted in genuine connection.

What Industry Partners Are Saying
Travel buyers and agents visiting the Rixos stand have noted the brand’s distinctive positioning — one that seamlessly blends relaxation, adventure, cultural discovery and family-friendly fun. For agents curating bespoke journeys, Rixos offers versatility: a serene beachfront villa for honeymooners, a vibrant all-inclusive family resort, or a wellness-focused retreat for urban escape-seekers. Personality and place inform every offer.

Looking Ahead: Innovations and Pipeline Highlights
Beyond current properties, Rixos is teasing further expansions that promise to keep it on the travel world’s radar. From evolving culinary concepts and immersive activity programmes to MICE (Meetings, Incentives, Conferences, and Exhibitions)-ready luxury venues appealing to business travellers, the pipeline reflects a brand that’s not resting on past success but imagining what comes next.

Why Rixos Resonates at ITB Berlin
At its core, Rixos Hotels embodies a shift in travel preferences: experiences that are rich, effortless and rooted in discovery. In a post-pandemic era where scenic beauty, cultural authenticity and personalised luxury matter more than ever, Rixos speaks directly to what travellers are now seeking.

ITB Berlin provides the perfect backdrop for this story. Here, amid the buzz of global travel innovation, Rixos stands out not through sheer scale alone, but through a consistent, design-forward and guest-centric vision — one where the world’s most beautiful settings become even more memorable through thoughtful hospitality.

As Rixos opens conversations with partners, press and travellers at ITB, it’s clear that their journey is only just beginning — and the next chapter looks brighter, bolder and more inspiring than ever.