AccorHotels has continued its global expansion strategy by partnering with Rixos Hotels, the Turkey-based leisure resort specialist.
Under the new tie-up, AccorHotels and Rixos will form a 50-50 joint venture hotel management company focusing on upper upscale and luxury resorts worldwide, operated under the Rixos brand.
The two companies will also integrate their existing portfolios, with Rixos’ collection of 15 premium properties in the Middle East and Europe joining AccorHotels’ extensive portfolio. As part of this transaction, Rixos plans to re-flag five city hotels under AccorHotels’ brands, while further hotels in Abu Dhabi and the Maldives will be launched under the Rixos brand.
“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 to our guests and loyalty members,” said Sébastien Bazin, CEO & chairman of AccorHotels.
“Moreover, we are going a step further in our ambition to be the best provider of multi-nature services to guests by operating hotels in major entertainment complexes which offers new opportunities both in terms of customer experience and of development strategy.”
This acquisition marks the latest phase of AccorHotels’ strategy of expanding in traditional and alternative accommodation sectors through equity investments. The company recently took a stake in Banyan Tree and completed the purchase of the company that operates the Fairmont, Raffles and Swissotel brands. It has also either fully acquired or taken stakes in companies including Travel Keys, John Paul, onefinestay, Oasis Collections and Squarebreak.
Fettah Tamince, founder & chairman of Rixos commented; “Our collaboration is part of Rixos’ objective for further expansion and growth globally with a strong partner in the hospitality industry. Combined with our partner’s strong brand portfolio, reservation and sales network supported by a wide range of digital marketing activities, Rixos will expand its current geographic footprint and customer base. It is also 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.”
The Rixos portfolio includes notable assets such including a resort on The Palm in Dubai and Turkey’s Land of Legends theme park, which opened in July 2016. The joint venture will manage the hotel within this park.