AccorHotels and Rixos Hotels Monday announced a strategic partnership illustrating AccorHotels' strategy to expand its presence in the Upper Upscale/Luxury market, with a primary focus on developing global activities in the resort sector. Under a long-term joint venture, both parties intend to collaborate, develop and manage Rixos branded resorts and hotels worldwide. Upon closing, AccorHotels will own a 50 percnt interest in the joint venture management company.
Through this joint venture, AccorHotels will integrate its network of 15 iconic hotels that are ideally located in premium resort markets in Turkey, the UAE, Egypt, Russia and Europe and which benefit from a strong room rate performance. As part of this transaction, Rixos plans to reflag five city-center hotels to AccorHotels brands, which will also be managed by AccorHotels. To this portfolio, Rixos will add a second iconic hotel in Dubai in the short term as well as two other properties by the end of 2018 in Abu Dhabi and the Maldives highlighting the expansion of the Rixos brand into this key resort market.
Rixos is one of only a handful of iconic resort brands in the region that caters to both high-end transient and group customers. It is recognized as one of the leading luxury destination brands in Turkey and the Middle East due to its best-in-class facilities, dining options and entertainment venues. Each unique property is able to capture the traditions of its surroundings while providing signature experiences, unforgettable sensory offerings, and an unparalleled level of tailored services. The Rixos collection includes notable landmark assets such as Rixos Premium Belek in Turkey and Rixos The Palm in Dubai. Additionally, Rixos has invested in Turkey's largest live entertainment center, The Land of Legends Theme Park, which opened its gates in the country's tourism capital Antalya in July 2016. The joint venture will also manage the hotel within the entertainment park.