Saudi Arabia's AlUla, Marriott unveil celestial-inspired sustainable luxury retreat

Dubai: AlUla Development Company (UDC), a subsidiary of Saudi Arabia’s Public Investment Fund (PIF), has revealed the design concept for its upcoming Autograph Collection Hotel in AlUla. Named NUMAJ, the 250-room project is being developed in partnership with Marriott International and is expected to open in 2027.

The hotel takes its name from a star system — Nu Ursae Majoris — historically used by ancient travelers for navigation in the AlUla region. The name also alludes to the Arabic phrase “Al Kafzah al Ula,” meaning “the first leap,” symbolising exploration and fresh beginnings.

Unveiled during the Arabian Travel Market 2025 in Dubai, NUMAJ’s design is the work of architecture firm GioForma, known for the Maraya concert hall. The concept draws from AlUla’s natural and cultural heritage, incorporating regional materials, textures, and traditional craftsmanship. Features such as engraved mushrabia patterns, locally sourced stonework, and open-air layouts are intended to mirror the area's distinctive desert architecture and artistic legacy.

The development is also rooted in sustainability. The project is targeting LEED Gold certification with measures that include greywater irrigation, energy-efficient lighting aligned with AlUla’s Dark Sky policy, and UV-resistant glazing to control indoor temperatures. Landscaping will be water-efficient, and many building materials will be locally sourced.

Beyond design, the hotel will cater to both leisure and business travelers, offering five dining venues, a spa, gym, two swimming pools, retail spaces, and a conference centre. The lobby will include a curated rock collection highlighting the geological richness of the region.

According to UDC CEO Fabien Toscano, the project aims to deliver a luxurious yet culturally grounded experience. “The concept reflects our commitment to creating a destination that is both luxurious and authentic, celebrating AlUla's unique heritage and natural beauty,” he said.

The NUMAJ project supports Saudi Arabia’s Vision 2030 goals to diversify the economy and strengthen the tourism, real estate, and hospitality sectors. In addition to driving tourism growth, the hotel is expected to create local jobs and support the preservation of regional culture.