Rotana Unveils Ambitious Growth Strategy at ATM 2026, Adding 40 New Properties

Rotana, a leading hotel management company in the Middle East, Africa, Eastern Europe, and Türkiye, has outlined its substantial growth strategy at the Arabian Travel Market (ATM) 2026. The company is set to add 40 properties and 8,334 keys to its existing portfolio of 78 operating properties across the region.

Focus on Saudi Arabia

Saudi Arabia is a key focus for Rotana's expansion, accounting for 10 of the 40 properties under development, which translates to 1,404 keys and approximately one-quarter of the group's entire pipeline. These developments are strategically located in major cities such as Riyadh, Jeddah, and Makkah, alongside emerging destinations like Hail, Abha, and Al Baha. This balanced approach aims to capitalise on both established gateways and growing domestic demand.

Recent openings in Saudi Arabia include Edge Riyadh — Al Rabie, which offers 71 modern rooms and suites. Also, Rotana signed an agreement in July for The Residences by Rotana at Thakher, Makkah, a 240-apartment development situated 1.5 kilometres from the Grand Mosque, catering to pilgrims and long-stay visitors.

UAE and Beyond

In the UAE, Rotana has already opened Bloom Arjaan by Rotana in August 2026, providing 217 serviced apartments in Marsa Al Saadiyat. The company is also preparing for the late 2026 opening of Rotana Ras Al Khaimah — The Mangroves, a 258-key hotel overlooking the mangroves and the Arabian Gulf, featuring family-friendly accommodation and multiple dining venues.

Beyond its core regional markets, Rotana is expanding its reach with its first ski resort signed in Gudauri, Georgia, in June 2026. This dual-property resort in the Greater Caucasus mountains will offer approximately 400 keys with ski-in, ski-out access, alongside dining, wellness, and family facilities.

Philip Barnes, Chief Executive Officer of Rotana, emphasised that the expansion is not just about increasing numbers but about strengthening the portfolio and maintaining the brand's quality. He noted that the company's asset-light growth model relies on management agreements and a deep understanding of the regional market, which is now being applied to new destinations and segments, including branded residences and mountain hospitality.