Rotana, the Middle East’s homegrown hospitality champion, is undergoing a rapid, strategic transformation to solidify its leadership across the MENAT (Middle East, Africa, Eastern Europe, and Türkiye) region and expanding its global footprint.
With an ambitious plan to launch 43 new properties and more than 9,000 rooms by 2026, taking its total inventory past 30,000 keys, Rotana is demonstrating confidence in the region’s booming tourism sector, TTN learns in conversation with Chief Operating Officer Eddy Tannous.
The expansion is deeply aligned with national tourism visions, with a massive focus on the Kingdom of Saudi Arabia (KSA). Rotana aims to triple its hotel key count in Saudi to 6,000 within three years, supporting Saudi Vision 2030, Tannous says. A key highlight of the recent activity is the October 2025 signing of Rotana Jabal Omar Makkah, a landmark property set to elevate the pilgrim experience and contribute to the rapidly evolving hospitality landscape in the Holy City. The group is advancing its mid-scale offering in KSA, with two new properties under the flexible Edge by Rotana brand slated to open in 2026.
The group’s original home market, the UAE, also saw significant announcements. In Ras Al Khaimah (RAK), Rotana is opening a new property and strategically repositioning an existing one. The group has taken back full management of Cove Rotana from a franchise agreement, and in partnership with the new owner, has agreed upon a comprehensive Property Improvement Plan (PIP) that includes a full renovation of public areas and villas, effectively creating a brand-new resort under Rotana management. Additionally, the upcoming Rotana The Mangrove in RAK is set to fill a crucial gap in the market, boasting state-of-the-art MICE and events facilities, including a stunning ballroom with full daylight views, that are unique to the emirate today.
Beyond the Gulf, Rotana is strategically zeroing in on a resurgent North Africa, particularly Egypt. The enthusiasm for the Egyptian market is palpable, with the group noting a considerable uptick in average daily rates (ADRs), a clear indicator of strong, sustained demand. Rotana is in talks for new properties in Egypt, with some expected to be quick turnarounds, indicating a dynamic and fast-moving strategy. This includes a new franchise agreement for a second property on the North Coast, set to expand to 1,000 keys and create more availability for their customer base, Tannous tells our readers.
The diversification of the portfolio is also driven by the group’s distinct brand architecture. The Edge by Rotana collection, designed for independent, character-driven hotels, allows owners to retain their property's unique identity while benefiting from Rotana’s advanced management systems and expertise.
With a goal of operating around 30 Edge properties by 2027, this brand is a vital engine for rapid expansion and strategic asset conversion across the region.
The global integration of Rotana’s loyalty programme is a game-changer for the trade. The full migration of Rotana Rewards members into the Global Hotel Alliance (GHA) DISCOVERY platform connects Rotana guests to a vast network of more than 950 hotels worldwide.