France: AccorHotels and Rixos Hotels have formed a JV to develop and manage Rixos-branded properties.
The move is part of AccorHotels‘ strategy to expand its presence in the luxury market, particularly in the resort sector.
Under a long-term joint venture, the companies will collaborate, develop and manage Rixos branded resorts and hotels worldwide. AccorHotels will own a 50 per cent interest in the joint venture management company.
Through this joint venture, AccorHotels will integrate in its network 15 Rixos properties in Turkey, the UAE, Egypt, Russia and Europe, while Rixos plans to reflag five city-centre hotels to AccorHotels brands, which will also be managed by AccorHotels. To this portfolio, Rixos will add a second iconic hotel in Dubai in the very short term as well as two other properties by the end of 2018 in Abu Dhabi and the Maldives.
Fettah Tamince, founder and chairman of Rixos, said: “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 & customer base. It is also a great opportunity for our customers to benefit from our participation in Le Club AccorHotels, which is recognized as one of the most powerful loyalty programs in the industry with over 100 million member”.
Sebastien Bazin, CEO and chairman of AccorHotels, said: “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. And 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.”
