Rotana announces new brand Edge at ATM 2022

The hospitality group has 42  projects in its pipeline

Rotana’s latest brand, Edge by Rotana, was officially launched at the Arabian Travel Market (ATM) 2022.

Catering to “hotel owners who value autonomy”, Edge by Rotana is a collection of independent hotels that retain their branding and characteristics, but connect to Rotana’s advanced management and commercial systems.

Rotana believes the brand will allow it to tap in to additional international markets, and has placed no specific requirements for the size or nature of the properties it supports.

It also says Edge will offer hotel owners benefits including transparency, control and cost efficiencies including access to an up-to-the-minute overview of their property’s financial performance.

Rotana president and CEO Guy Hutchinson said: “We are delighted to announce the latest addition to the Rotana portfolio as we continue growing in the region and expanding into new markets.

“Edge is a true testament to our agility to create distinctive brands and adapt to market trends whilst continuing to deliver on our singular brand promise – Treasured Time.

“Two properties have already been signed under the brand, 328 keys in Dubai and a further 268 keys in Istanbul, and we are looking forward to growing the brand across the region and beyond. With over 11,000 skilled team members, Edge will enable under-performing assets to accelerate returns and leverage our knowledge and expertise.”

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Rotana currently operates 70 hotels in the Middle East, Africa, Eastern Europe and Turkey, serving more than six million guests per year.

With an immediate pipeline of four hotels scheduled to open before the end of 2022, the group’s future pipeline consists of 42 projects, including 10 that will deliver more than 3,000 keys in the next three years. Significant signings will take place in Manama, Bahrain and Jubail in Saudi Arabia, alongside further expansion in the United Arab Emirates, Qatar and Turkey.

For more information, visit www.rotana.com