Rotana announces Edge

Rotana announces Edge, with two properties already signed (Dubai and Istanbul)

Rotana, one of the leading hotel management companies in the region with 112 properties across the Middle East, Africa, Eastern Europe and Turkey, launched its newest brand, Edge by Rotana at Arabian Travel Market (ATM) 2022. Two Edge properties have already been signed, 328 keys in Dubai and 268 keys in Istanbul.

For hotel owners who value independence and do not wish to undertake a traditional management transition, Edge by Rotana is the answer. It is a collection of independent hotels that retain their unique branding and individual characteristics, but through connecting seamlessly and cost effectively to Rotana’s advanced management and commercial systems, are able to substantially accelerate financial performance.

Edge provides the peace of mind to hotel owners as they have their day-to-day systems and operations handled by an expert team with decades of experience. The new brand allows Rotana to tap into additional international markets. Available for any property type, Edge has been created with flexibility and adaptability in mind with no specific requirements for the size or nature of the properties it supports aside from the need to adequately fulfil the requirements of their specific target segment.

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 while 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.”

With an immediate pipeline of four hotels scheduled to open before the end of 2022, the stage is set for the future pipeline of 42 upcoming projects, including 10 that will deliver more than 3,000 keys in the next three years.