The launching of the new collection brand signals the UAE-based operator’s desire to expand beyond the Middle East and go global.
The brand will bring individual hotels under the operator’s umbrella. The day-to-day systems and operations of hotels that join Edge will be managed by Rotana, and they will also have access to the operator’s network. The hotels, however, will all maintain their own individuality under Edge.
The brand will also allow hotel owners to benefit from Rotana’s name and expertise as well as its commercial and management systems. This will include access to its distribution channels, reservation platforms and loyalty scheme.
It will be open to hotels of all sizes and type, on the condition that they fully meet the needs of their target segment.
Two properties have already joined the brand in Dubai and Istanbul, constituting 596 rooms.
Rotana are targeting the EMEA region as well as new markets further afield with Edge. Saudi Arabia and Egypt, in particular, have emerged as competitors to established markets and are areas of growth opportunities for the operator.
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 whilst continuing to deliver on our singular brand promise – Treasured Time.
Guy Hutchinson, President and CEO of Rotana