Swissôtel Jeddah Al Hamra Reopens With A Bold Vision To Captivate Tourists And Elevate Saudi Arabia’s Hospitality

Accor has established a long-term strategic alliance with Arabian Hotels & Catering to initiate a rebranding project for the historic Swissôtel Jeddah Al Hamra. This partnership marks the beginning of a major renovation project aimed at reviving one of Jeddah’s most iconic hotels. The Swissôtel Jeddah Al Hamra first opened its doors in 1984 and resides within Jeddah’s Al Hamra district which serves as a vital commercial and residential hub. The rebranding process will transform the hotel into a modern tourism destination which supports the Saudi Vision 2030 initiative as part of Accor’s long-term expansion plan for Saudi Arabia.

A Long-Standing Hospitality Address Reborn

Swissôtel Jeddah Al Hamra has a rich legacy, with over four decades of hospitality experience. Over the years, the hotel has maintained its reputation as a preferred destination for both business and leisure travellers, thanks to its prime location and high-quality services. The hotel’s 323 guestrooms, five dining venues, an exclusive club lounge, and extensive meeting and event facilities, including a grand ballroom, have made it a sought-after venue for corporate, social, and governmental events.

Now, with Accor’s involvement, the hotel is set to undergo a phased renovation over the next two years. This transformation will align the property with the Swissôtel brand’s prestigious standards while retaining the hotel’s existing character. The renovation is expected to introduce a fresh, modern design that combines Swiss precision with an invigorating vitality. The hotel will provide an elevated guest experience, appealing to the growing expectations of Saudi Arabia’s dynamic tourism market.

Accor and Arabian Hotels: A Strategic Collaboration Aligned with Saudi Vision 2030

The transformation of Swissôtel Jeddah Al Hamra is a pivotal development that supports Saudi Arabia’s ambitious Vision 2030. One of the key pillars of this vision is the diversification of the Kingdom’s economy, particularly through the growth of its tourism sector. The renovation of Swissôtel Jeddah Al Hamra aligns perfectly with these goals, as it will offer both high-quality accommodation and an authentic cultural experience for visitors.

Accor, already a significant player in the Kingdom’s hospitality industry, has over 40 hotels and branded residences in Saudi Arabia, with a pipeline of more than 60 new projects. The partnership with Arabian Hotels & Catering will further reinforce Accor’s position in Saudi Arabia as one of the largest and most dynamic hospitality groups. The rebranding of Swissôtel Jeddah Al Hamra is expected to set a new benchmark in the local hotel market, combining modernity with heritage to create a lasting impact on Jeddah’s tourism landscape.

A Renewed Vision: Heritage Meets Modernity

Speaking about the transformation, Raki Phillips, Accor’s Regional President for Premium, Midscale and Economy in the Middle East, Africa & Türkiye, shared his excitement about the project. He highlighted how this signing offers Accor the opportunity to strengthen its position in Saudi Arabia, while embracing the Swissôtel brand’s legacy and giving it a contemporary vision. Phillips stated that the rebranding would reflect Saudi Arabia’s tourism ambitions while maintaining the hotel’s rich history and cultural significance.

Hamza Serafi, CEO of Arabian Hotels & Catering, also expressed his enthusiasm for the project. He emphasized that their decision to partner with Accor and invest in the renovation of Swissôtel Jeddah Al Hamra stems from their belief in the hotel’s potential. The hotel’s unique position within Jeddah and its long-standing relevance in the market made it an ideal candidate for this reinvention. Serafi noted that the renovation would unlock new value and deliver a hospitality experience in line with the evolving expectations of Saudi Arabia’s tourism sector.

A Bright Future for Saudi Tourism

The partnership between Accor and Arabian Hotels & Catering demonstrates the growing importance of the Saudi hospitality market. The revitalisation of Swissôtel Jeddah Al Hamra will help strengthen the Kingdom’s tourism sector, attracting both international and domestic visitors. As the hotel moves forward with its renovation, guests can expect a fusion of Swiss expertise and Saudi hospitality, all set against the backdrop of one of Jeddah’s most prestigious areas.

Saudi Vision 2030 has ambitious targets for the tourism industry, and developments like the transformation of Swissôtel Jeddah Al Hamra are a testament to the Kingdom’s commitment to these goals. The newly renovated hotel will not only offer world-class accommodation and services but also contribute to the growth of Jeddah as a key player in the global tourism market.

An Icon Reimagined

The Swissôtel Jeddah Al Hamra will establish itself as a contemporary Saudi Arabian fundamental element of the emerging dining and accommodation sector. The hotel will create new luxury hotel standards in the area because of its ideal location and historical heritage and Accor’s international hospitality knowledge. The two-year renovation period will transform the historic building into a tourist attraction which helps Jeddah achieve its tourism goals and supports Saudi Arabia’s Vision 2030 objectives and establishes the country as a premier international travel destination.

Image Credit: Accor