In a bid to redefine the affordable hotel experience in Saudi Arabia, Dur Hospitality has unveiled ‘Nur by Makarem’, its 3-star hotels brand. The company participated at the World Travel Market London as part of the Saudi Tourism Authority’s pavilion.
The new hotel brand is affiliated with Dur’s subsidiary, Makarem Hotels, to create home-grown hotel brands that enhance the Kingdom’s affordable hospitality segment.
‘Nur by Makarem’ will convert, operate and manage 3-star hotels in Makkah and Madinah, providing hotel owners the opportunity of having their facilities re-branded to correspond with the ‘Nur’ standard. This involves transforming and upgrading the hospitality experience, including the facility and the services.
‘Nur’ draws on Makarem’s long-standing experience and services, qualifying it to add value to the 3-star hotel segment. Through its viable business model, Nur will also contribute to the sustainability of the 3-star hotel sector.
CEO Sultan bin Badr Al-Otaibi said: “Dur Hospitality heralds a new phase of growth with the launch of Nur brand that will bring a home-grown product into the Saudi hospitality market by managing and operating 3-star hotels, drawing on Dur’s success in the 5- and 4-star hotels and residential complexes sectors.
“In line with Dur’s strategy aiming to elevate the level of hospitality throughout the Kingdom, the launch of this hotels brand adds to the quality and variety of hospitality options in the holy cities to which our government gives special care and attention as part of Saudi Vision 2030.”
He added: “Inspired by Makarem Hotels’ values and aligned with its mission; Nur seeks to enrich the experience of Hajj and Umrah pilgrims and streamline their spiritual journey.”
Dur’s President of Hotels Operations Hassan Ahdab said: “Nur by Makarem will draw on the latest approaches and techniques in the industry to manage and run the 3-star hotels seamlessly for an upgraded experience.
“The new brand will operate following Makarem’s approach in offering the finest hospitality experiences, inspired by the spiritual heritage, ambiance, and authenticity of the holy sites of Makkah and Madinah.”
The new brand is another milestone added to the company’s achievements, alongside the recent completion of the complete renovation of Makarem Ajyad Hotel.