In the lead up to the Future Hospitality Summit Saudi Arabia 2025 next month, we asked several industry partners about the opportunities they see for the hospitaliy industry in the Kingdom of Saudi Arabia in 2025 and beyond.
Saudi Arabia stands at a pivotal moment in its hospitality journey. With Vision 2030 as the guiding framework, the Kingdom is not only investing in landmark developments but reshaping the entire role of hospitality in its economy—from enabling job creation and regional diversification to celebrating cultural heritage and improving quality of life.
For Rotana, a UAE homegrown brand with 79 properties and over 20,000 rooms across 28 cities in 14 countries, Saudi Arabia represents both a strategic growth market and a long-term responsibility. With 11 properties in the Kingdom and more than 3,300 keys, our presence in the Kingdom is accelerating with purpose.
This year, we announced the addition of 9 new properties across key cities including Riyadh, Al Baha and Jeddah—reinforcing our belief in the market’s enormous potential.
A Shift from Outbound to In-Kingdom Travel
While global attention often centers on international tourism, one of the most powerful forces shaping Saudi Arabia’s hospitality sector is the rise of domestic tourism. Citizens and residents alike are increasingly exploring the Kingdom’s diverse destinations—from the mountains of Abha to the beaches of the Red Sea.
This surge is not only creating demand across segments, particularly in the midscale and upper-midscale categories, but also encouraging operators to tailor experiences that reflect local preferences and cultural authenticity. At Rotana, we view this as an opportunity to serve communities from within—providing consistent service excellence while honoring the unique identity of each city we operate in.
Expansion Backed by Local Insight
Our approach to growth in Saudi Arabia is rooted in local understanding. With the recent appointment of Khaled Al Jamal as Area Vice President, we are deepening our operational capabilities and strengthening our support for new openings across the Kingdom.
This expansion isn’t about footprint alone—it’s about creating hotels that are embedded in their surroundings, that generate economic value, and that empower the next generation of Saudi talent.
Rethinking Guest Loyalty
As domestic travel expands, so do expectations around value, recognition, and convenience. The modern Saudi traveler—whether staying for business, leisure, or religious tourism—seeks more than just a room. They want seamless digital experiences, personalized service, and meaningful rewards.
Our partnership with Global Hotel Alliance (GHA) and the integration of the GHA DISCOVERY program is a direct response to these needs. Rotana guests now benefit from global reach, flexible rewards, and exclusive experiences—whether they’re staying locally or traveling abroad. This reflects our commitment to building a loyalty ecosystem that resonates across borders, while delivering tangible value at home.
Hospitality Begins with People
At the core of hospitality is the human connection. As the Kingdom builds thousands of new keys, the question isn’t just where guests will stay—but who will welcome them.
We believe Saudi Arabia’s youth are the future of the industry. That’s why Rotana continues to invest in training, mentorship, and leadership development programs tailored to elevate local talent. We are equally committed to advancing gender equity across our teams, creating pathways for women to lead in an industry that’s rapidly evolving.
Shaping a Hospitality Model for the Region
The future of hospitality in Saudi Arabia won’t be defined by imported formulas. It will be led by those who understand the nuances of the region, the aspirations of its people, and the value of building trust through consistent delivery.
At Rotana, our six-brand portfolio—from luxury hotels to long-stay residences—allows us to meet evolving guest needs without compromising on quality or cultural relevance. We are proud to deliver ‘Treasured Time’ to every guest, and to play our part in shaping a uniquely Saudi hospitality story that resonates far beyond the Kingdom’s borders.
Anne Bleeker
In2 Consulting
+971 56 603 0886
The Bench
