Rotana's CEO Reveals a Bold Saudi Arabia Plan | Rotana Hotels Expansion | ATM 2026 | Philip Barnes
In this interview with Travel And Tour World at ATM 2026, Philip Barnes, CEO of Rotana Hotels, discusses the brand's aggressive expansion plans, its multi-brand strategy, the growth of Edge by Rotana, and how the company balances global growth with its Emirati hospitality roots. Key highlights: 1. Philip Barnes calls the ATM 2026 energy "fantastic," emphasizing that the show sends an important message that the Emirates is open for business. 2. He notes lower international traffic than usual at ATM this year, but frames it as a short-term issue, with the long-term message being one of openness and activity. 3. Rotana's expansion goal is to operate 23 hotels and properties in Saudi Arabia by 2027, positioning the brand to capture strong demand by 2030. 4. Rotana operates six different brands, adapting its approach market-by-market rather than using a "cookie-cutter" strategy. 5. The Edge by Rotana brand is highlighted as key for Saudi Arabia, with the newly opened Edge Rabiha in Riyadh cited as an example of flexible, market-specific positioning. 6. Barnes stresses understanding ownership goals and target guests before deciding on the right brand and format for a market. 7. Edge offers flexibility in specs, room sizes, and amenities, unlike the more standardized Rotana-branded hotels. 8. Edge by Rotana is scaling into Eastern Europe and Africa, with nearby properties like Edge Raviat and Edge Nova M positioned differently based on local needs. 9. About a year ago, Rotana joined the Global Hotel Alliance (GHA), moving from its own Rotana Rewards programme (850,000 members) to GHA's network of 35 million members. 10. Barnes describes this as an elevation of the brand's global reach, placing Rotana alongside brands like Pan Pacific and Kempinski. 11. He emphasizes maintaining Rotana's Emirati identity and hospitality culture through its "Treasured Time" philosophy, focused on genuine, personalized guest care. 12. During the crisis, Rotana avoided layoffs and redundancies, prioritizing its teams reinforcing that hospitality's spirit, not just buildings, defines the brand. 13. Barnes has served as CEO for almost three years, bringing 40 years of global luxury hospitality experience to elevate the Rotana brand promise. About Travel And Tour World: Travel And Tour World is a global travel media platform covering travel, tourism, hospitality, aviation, MICE, cruise, and luxury travel, with readership across 195 countries. [Rotana Hotels, Philip Barnes CEO, ATM 2026 Dubai, Edge by Rotana, Rotana Saudi Arabia expansion, Rotana Hotels CEO Philip Barnes interview ATM 2026, Rotana 23 hotels Saudi Arabia by 2027, Edge by Rotana brand expansion Riyadh, Rotana Global Hotel Alliance loyalty programme, Rotana Treasured Time hospitality philosophy, Rotana hotel brands expansion Eastern Europe Africa, Edge Rabiha Riyadh, Rotana Rewards Global Hotel Alliance, Rotana census programme, ATM Dubai 2026 hospitality trends, Hotel brand expansion Saudi Arabia 2027, Middle East hotel loyalty programmes 2026, Global Hotel Alliance member brands, Emirati hospitality brand growth] #RotanaHotels #PhilipBarnes #SaudiArabiaExpansion #GlobalHotelAlliance #TreasuredTime #EmiratiHospitality #TravelAndTourWorld #HotelIndustry #HospitalityGrowth