AccorHotels and Rixos Hotels have announced a strategic partnership illustrating AccorHotels’ strategy to expand its presence in the luxury market.
The group is seeking to develop 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 per cent interest in the joint venture management company.
Through this joint venture, AccorHotels will integrate in its network 15 iconic hotels that are ideally located in premium 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 iconic 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.
Rixos is one of only a handful iconic resort brands in the region that caters to 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.
The Rixos collection includes notable 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.
Fettah Tamince, founder of Rixos, said: “Our collaboration is part of Rixos’ objective for further expansion and growth globally with a strong partner in the hospitality industry.
“Combined with our partner’s strong brand portfolio, reservation and sales network supported by a wide range of digital marketing activities, Rixos will expand its current geographic footprint and customer base.
AccorHotels is a world-leading travel and lifestyle group and digital innovator offering unique experiences in more than 4,100 hotels, resorts and residences, as well as in over 3,000 of the finest private homes around the globe.
Sébastien Bazin, chief executive, AccorHotels, said: “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.”