WHEN Rixos Hotels launched in Antalya 12 years ago the idea was to cater to guests looking for an all-inclusive offering in Turkey. “There was a shortage of five-star all-inclusive hotels and we wanted to fill that gap,” said Başal Erel, senior vice president brand management for Rixos Hotels.
In 2005, the company launched the Rixos Premium Belek. “From the Spa to dining to our personalised service, the hotel brought something new to Turkey. We launched what we call the ‘grand boutique hotel’ concept, dedicated to offering our guests traditional Turkish hospitality in the finest surroundings and luxury ambience.”
“Today we are present in eight countries, offer both city and resort properties and multiple choices for half and all-inclusive packages, catering to guests looking for the highest level of service” she added.
The company recently announced its plans to join the Global Hotel Alliance (GHA) and the luxury brand is set to become the flag-bearer for Turkey and Central Asia, upon the completion of their integration later in the year.
The Rixos group has experienced significant growth in key emerging markets over recent years with over twenty hotels across Turkey, UAE, Croatia, Kazakhstan, Ukraine, Georgia, Libya and Egypt already in operation. Rixos expects to double its size over the next few years.
In Turkey, its next project, the Istanbul Pera will open in mid-May. The biggest of the company’s new ventures will be in Egypt, Sharm El Sheikh, where Rixos will open a 700-room hotel on the Red Sea. In the UAE, the Rixos Bab al Bahr, Ras al Khaimah will be its first all-inclusive hotel in the emirates.
Rixos will open its first property in Azerbaijan in Quba and its third property in Kazakhstan, the Rixos Borovoe Lake, which will be located by the Lake of Borovoe. The brand will also launch its first property in Switzerland in Davos and the Rixos Tbilisi in Georgia.
“Growth in these new markets means investors know, understand and trust the Rixos brand,” she added.
The Rixos Palm Dubai which opened doors last March has seen a healthy growth with occupancies staying at 75 per cent. “We are happy with this figure and enjoy a strong position in the Dubai tourism market. Most of our guests at this hotel are from the Russian and CIS market, which is key since we are a well-known brand in Russia,” added Erel.