Iconic Jeddah Landmark to reopen as Swissôtel after major revamp, strategic agreement

SAUDI ARABIA – Accor has unveiled a strategic partnership to reintroduce a legendary Jeddah property under the Swissôtel brand.

In collaboration with owner Arabian Hotels & Catering, the group announced the signing of Swissôtel Jeddah Al Hamra, initiating a comprehensive transformation of a hotel with over four decades of history.

A Legacy Property Poised for Transformation

This signing marks the start of a long-term alliance aimed at revitalizing a well-entrenched hospitality icon.

Originally opened in 1984, the hotel is situated in the prestigious Al Hamra district, a key commercial and lifestyle hub in Jeddah.

It has maintained consistent relevance for both business and leisure travelers, underpinned by sustained market performance.

The property currently features 323 guestrooms, five diverse dining venues, an exclusive club lounge, and extensive meeting facilities, including a large ballroom suited for high-profile events.

Phased Renovation Aligned with Vision 2030

The transformation will involve a meticulous, phased renovation scheduled over the next 24 months to ensure full compliance with Swissôtel’s global standards.

The repositioning will introduce a renewed design and guest experience rooted in Swiss principles of precision and vitality, while respectfully evolving the property’s existing character.

This ambitious project directly aligns with the economic diversification and tourism growth objectives of Saudi Vision 2030, aiming to attract high-quality international brands and elevate the Kingdom’s hospitality offering.

Strengthening Market Presence and Portfolio

Upon completion, the hotel will significantly bolster Accor’s expansive portfolio within the Kingdom. Accor currently operates over 40 hotels and branded residences in Saudi Arabia, encompassing more than 17,000 keys across 15 brands, with a robust pipeline exceeding 60 committed projects.

Raki Phillips, Accor’s Regional President for Premium, Midscale and Economy in the Middle East, Africa & Türkiye, stated that the project represents an exciting opportunity to strengthen their leading position.

He emphasized that the reborn hotel would combine a rich legacy with a contemporary vision, setting a new benchmark that honors heritage while embracing a modern future.

Unlocking Value Through Strategic Partnership

Hamza Serafi, CEO of Arabian Hotels & Catering Company, expressed strong belief in the hotel’s inherent potential and unique Jeddah location.

Serafi added that partnering with Accor provides the ideal platform to deliver a compelling, high-quality experience aligned with the market’s future trajectory.

This collaboration signifies a major investment in Jeddah’s hospitality landscape, promising to deliver a revitalized destination for a new generation of travelers while contributing to the Kingdom’s broader tourism goals.

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