Neom names its first partner hotel brand

2 min reading time

Published on 19/10/22 - Updated on 19/10/22


Neom Hotel Development, the division constructing a hospitality ecosystem in the northwest of Saudi Arabia, has announced the signing of an agreement with its first partner brand – Ennismore. The region’s mountain destination, Trojena, will host the 2029 Asian Winter Games.

The agreement will see two sub-brands of Ennismore, 25hours Hotels and Morgans Originals, open one property each in Trojena. With no legacy infrastructure in place, the sub-brands will construct two new hotels within the mega development, which is also set to host a ski village.

In keeping with the development’s future-centric hospitality concept, 25hours are collaborating with Christoph Hoffmann and Berlin’s Studio Aisslinger to create a futuristic property that pays homage to sci-fi cinema and the sub-brand’s alpine heritage. The 25hours hotel will also feature a cinema, a farm-to-table restaurant, a co-working, and a rooftop restaurant with pool.

As for the Morgans Originals establishment, its architecture will pay homage to the local area’s potential as a mountain resort with a ski slope roof. It will also feature four F&B options, a 2,000 m² spa and bathhouse, and an 8-storey vertical core that will allow guests to experience different microclimates and immersive art experiences.

Preliminary construction work has already started on the development in Trojena, which aims to attract five million visitors annually by 2030. Beyond its hospitality offer, it is set also to be home to residential blocks centred around a public plaza, as well as high-end boutiques and eateries. Finally, it is reported that the sides of the mountain will extend onto the village’s roof, thus creating a ski slope skyline.

Hotel Development aims to accelerate human progress by redefining how we travel, stay, and live. Our partnership with Ennismore echoes our mission to pioneer in the space of experiential hospitality in a way that shapes the future of hotels in the Kingdom and beyond. With a shared passion for developing differentiated and imaginative hospitality concepts, we look forward to seeing this relationship – and others like it – flourish.

Chris Newman, Executive Director of Hotel Development in NEOM

The mountains of Trojena are set to become one of the most awe-inspiring destinations the world over. Both 25hours Hotels and Morgans Originals are ideal brands for Trojena as we look to deliver extraordinary experiences for residents and visitors seeking luxury, adventure, entertainment, livability, and escape from the status quo.

Philip Gullett, Executive Director & Region Head of Trojena

25hours Hotels and Morgans Originals are lifestyle brands rooted in creativity, bringing design-focused spaces and authentic culinary experiences, creating deep connections with our guests. As we grow globally, we are excited for our brands to open in Trojena, a unique setting, which will attract both local and international visitors.

Gaurav Bhushan, Co-CEO of Ennismore




  • Ennismore Europe
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