Accorhotels and Rixos Hotels have announced the formation of a long-term joint venture that will involve both parties developing and managing Rixos-branded resorts and hotels worldwide.
This is in line with Accorhotels’ strategy to expand its presence in the luxury market – as it did with its acquisition of FRHI last year – with a focus on developing the resort segment globally.
Accorhotels will own a 50 per cent interest in the joint-venture management company, and through it will integrate 15 hotels into its network – the properties being located in premium resort markets in Turkey, the UAE, Egypt, Russia and Europe.
As part of the strategic partnership, Rixos plans to rebrand five of its city hotels to Accorhotels brands, which will then be managed by Accorhotels. To this portfolio, Rixos will add a second hotel in Dubai soon, as well as two other properties by the end of 2018 in Abu Dhabi and the Maldives, highlighting its expansion plans in key resort markets.
“Our collaboration is part of Rixos’s objective for further expansion and growth globally with a strong partner in the hospitality industry,” said Fettah Tamince, founder and chairman of Rixos Hotels. “It is a great opportunity for our customers to benefit from our participation in Le Club Accorhotels, which is recognised as one of the most powerful loyalty programmes in the industry with over 100 million members.”
Sébastien Bazin, CEO and chairman of Accorhotels, added: “This new partnership has many benefits for us. It enables us to become a leading resort operator in a growing market and to complement our offer with attractive leisure destinations for our guests and loyalty members.”