Latif Group, in line with the widespread development of tourism-related infrastructure, is planning to add several properties to its portfolio in Egypt, which includes the award-winning Rixos Sharm el Sheikh and Rixos Premium Seagate.
With tourism forming a core part of Egypt’s Vision 2030 plan, the government and stakeholders in the private sector are pushing to market resorts such as Sharm el Sheikh on the Red Sea and the Mediterranean coast’s El Alamein as 365-day world-class lifestyle destinations, poised to attract families, business travelers and
From ancient Egyptian heritage and culture, to luxury hotels, spas and a protected coral reef that has made it a world-renowned diving destination, Sharm el Sheikh truly has it all. Famed for the decisive victory of the Allies in the WWII North Africa campaign, El Alamein, meanwhile, has several historical sites, glistening mediterranean beaches and is the perfect base from which to discover Egypt’s stunning North Coast. And one company that aims to put El Alamein and Sharm el Sheikh firmly on the global tourism map is Latif Group, owner of Rixos Hotels, one of the world’s fastestgrowing luxury hotel chains.
Established in 2000, Rixos Hotel Group has found success offering traditional Turkish hospitality coupled with a unique spa experience in the finest surroundings and luxury ambience, operating premium resorts and villas in Europe, the CIS countries, North Africa and Middle East. The hotel chain is reputed for its hospitality, attentive personalized service and fine cuisine and has received global recognition and top ratings from the likes of the American Five Star Diamond Award, Conde Nast, World Travel Awards and Great Hotels of the World.
“As Rixos we aim to create an environment where our guests feel they are experiencing the true meaning of hospitality. The Rixos brand is very versatile in the implementation of new ideas and concepts and that’s why we can quickly adapt to our guests needs,” says Nasser Abdel Latif, Chairman and founder of Latif Group. “Passion and attention to detail is something we value and undertake from the planning phase when building the properties to when the guests check out of our hotels.”
Buoyed by the prospect of longer term investment, increasing visitor numbers and a growing number of incoming international flights, Latif Group is making investments in Egypt, which include plans to add several new developments across the country to its existing properties in Sharm el Sheikh and El Alamein.
In line with the widespread development of tourism-related infrastructure and resources to allow Egypt to accommodate more than 10 million tourists annually, Rixos plans to increase its capacity from 2,000 to 15,000 rooms over the next five years, and will focus its resources on niche tourism, luxury hospitality and attracting world events to its properties to drive awareness of the destination and the brand internationally.
Having spotted the niche appeal of Egypt’s up-and-coming destinations, Rixos entered the country in 2011 with the launch of Rixos Sharm El Sheikh, introducing the pioneering ‘Ultra-all-Inclusive’ and concept to the Egyptian market.
Since then, the company has added two more five-star properties to its portfolio in Sharm el Sheikh; the Ritz Carlton and the Rixos Premium Seagate. Rixos Seagate offers 1,000 luxurious and elegantly decorated rooms, suites and villas, a conference room and seven swimming pools, and has its very own protected coral reef, designed to provide direct access for divers and snorkelers from its very own jetty.
On the back of its outstanding reputation, Latif Group signed a management agreement to bring the Ritz-Carlton Sharm El-Sheikh Resort to the Sinai Peninsula in 2016. Located in Sharks Bay, often described as the gem of the Red Sea, the Ritz Carlton is set to open its doors in 2020 following a $600 million dollar investment. Aimed at the affluent leisure tourism market, the resort will comprise of 252 rooms, including 12 villas, three restaurants, several pools, a spa, a range of water sports activities, as well as the one of the biggest shopping, entertainment and international restaurant complexes in Sharm El Sheikh.
In February, Rixos Sharm el Sheikh in Egypt ranked eighth in the TripAdvisor’s ‘Top 25 All Inclusive Resorts in the World’ listing. Meanwhile, Rixos Premium Seagate was named ‘Best Hotel in Egypt’ and ‘Best Luxury Hotel’ in Egypt, and won the fourth spot in the ‘Best Hotel in the Middle East’ category, making it one of the best hotels in the Middle East. Rixos has also won various awards from Top Hotels, Holiday Check and received many distinctions from global tour operators. The Turkish-inspired, Ultra-all-Inclusive luxury resorts were awarded with the highest TripAdvisor honors based on their distinct quality, service, value and overall experience – which have led to the thousands of positive reviews these hotels have received from their guests. Such international recognition for Rixos’ Sharm el Sheikh Hotels will help boost the area’s global appeal as a world-class destination for luxury, leisure, business and conference tourism.
Following the great success of its Sharm El-Sheikh properties, the company opened Rixos El Alamein in 2014 as the brand’s iconic representation on northern Egypt’s Mediterranean coast. Mr. Latif is particularly optimistic about the potential of El Alamein to become one of the world’s premier destinations.
“We believe the Alamein area will be one of the leading tourism destinations. Seventy percent of travelers’ worldwide travel during the summer/spring seasons which are over six to seven months a year, and Alamein, with one of the most beautiful coasts in the world, is an attractive destination,” he explains. “With the continued infrastructure developments and support from the government, Alamein will very soon become a name that resonates on the world tourism stage. There is huge potential for real estate, hotel and tourism projects, as Alamein is a very safe destination for investment.”
As it looks to increase its room capacity from 2,000 to 15,000 rooms over the next five years, Rixos expansion plans include adding properties in Hurghada, Magawish, Makadi Bay, Sahl Hasheesh, Marsa Alam and Cairo.
“With 2,000 rooms already under its portfolio, Latif Group is moving forward to increase the number of hotels and rooms throughout the country with a concept that is continuously perfected across Rixos Hotels in Egypt,” says Mr. Latif.
“We are aiming to expand in Hurghada with two properties being unveiled in the end of 2019: Rixos Makadi Bay and Rixos Magawish. Latif Group is planning a construction of a 4,000 key resort in Sharm El Sheikh that will feature four international brand-name resorts, a congress center, 40 serviced villas, entertainment and shopping complex, a sports village, an aquaventure park and a 20,000-square-meter, state-of-the-art crystal lagoon. We are also planning to expand to other destinations with the same strength.”
Latif Group’s ambitious expansion plans throughout Egypt speak volumes about its belief in the country’s tourism potential and its commitment to supporting the development of tourism in line with the goals of Vision 2030.