Rotana is accelerating its regional expansion with new hotel openings, development agreements and investment in technology, as the Middle East hospitality group highlights its growth plans at FHS World 2026.
The company currently has 78 operating properties and 40 hotels with 8,334 keys under development.
Its latest signing will expand its
presence in Beirut through a new Edge by Rotana property in partnership with
ACHRAFIEH 5418 SAL.
The existing 85-unit property will undergo a full renovation and expand to 95 units, with additional meeting facilities.
It is scheduled to
open under the Edge by Rotana brand in January 2027.
Eddy Tannous, Chief Operating Officer of Rotana, said:
“Rotana was built in this region, and our belief in its long-term potential has
never changed. Hospitality will always move through different cycles, but our
approach is to look beyond the immediate environment and keep building for the
future. That means staying close to our partners, investing in our hotels and
our people, and maintaining the strength of the business behind every property
we operate. That consistency has shaped Rotana for more than three decades and
continues to guide how we grow today.”
In the UAE, Rotana expanded its portfolio in 2026 with the
opening of Bloom Arjaan by Rotana on Saadiyat Island, while Rotana Ras Al
Khaimah – The Mangroves prepares to welcome guests. The additions strengthen
its presence across the UAE’s business, leisure and tourism markets.
Saudi Arabia remains a major development market.
Rotana
opened Edge Riyadh – Al Rabie earlier this year and signed The Residences by
Rotana at Thakher, Makkah, in July. The 240-apartment development represents
the brand’s first entry into Saudi Arabia.
Rotana now operates 13 properties in the Kingdom, with
another 10 under development across established gateways and emerging cities.
The group is also expanding in Egypt, including
market-specific hospitality concepts, while its first ski resort in Gudauri,
Georgia, will comprise a dual-property development with approximately 400 keys.
Branded residences are becoming another growth area for Rotana as residential, hospitality and mixed-use developments increasingly converge.
The group sees opportunities in the UAE and Saudi Arabia, where
destination-led masterplans and changing lifestyle preferences are supporting
demand for professionally managed residential projects.
Makram El Zyr, Corporate Vice President – Development at
Rotana, said: “Hospitality development in the region is becoming much more
diverse, and there is no longer one model for growth. For Rotana, that means
being able to respond to opportunities whether existing assets, new projects,
branded residences or new concepts. Our depth of operating expertise is central
to the value we bring to owners and developers, and we see real opportunity to
build on that through new partnerships across the region.”
Alongside its physical expansion, Rotana is investing in digital infrastructure. Its initiatives include Rotana Chat AI, integration into Rotana.com, a Voice AI pilot and a data and AI partnership with Microsoft.
The programmes are designed to support hotel operations, direct customer
engagement and the overall guest journey.
Rotana said its expansion strategy is focused on building from its regional operating base while strengthening owner partnerships, supporting hotel teams and extending its hospitality offering across new markets and segments. -TradeArabia News Service
