Luxury is 'resilient': Four Seasons to bring more stays to UAE, Saudi Arabia

Dubai: The market for luxury stays, including hotels and branded residences, in the UAE and Saudi Arabia continues its strong upward trajectory. And Adrian Messerli, President of Four Seasons hotel operations in the EMEA region, said the luxury group has time and again showcased its resilience by demonstrating sustained immunity against regional, local, and global economic and geopolitical turbulences.

This apparent robustness in the luxury sector may also be a key motivation behind the increase in luxury projects currently in the regional pipeline.

He said the group has not seen a dip in consumer demand but has adopted a watchful stance towards macroeconomic and geopolitical challenges.

“The most immediate element we've observed is the US dollar devaluation against the euro, which reversed at the end of last year. Since the beginning of this year, we've seen roughly a 10 per cent dip in that currency devaluation. We are observing this closely as it could lead to concerns for travellers and potentially impact the overall cost of running a hotel.”

“The Middle East is slightly different as most currencies are pegged to the US dollar, so we might not see the same concerns there. This is not something new for us, and we are experienced in working through such situations,” said Messerli.

Four Seasons, the iconic Canadian luxury hotel and resort company, majorly owned by tech mogul Bill Gates (through Cascade Investment) and Prince Al-Waleed bin Talal (through Kingdom Holding Company), recently announced plans to assume management of a luxury beachfront resort located in Al Zorah, Ajman.

The current portfolio of Four Seasons in the UAE includes Four Seasons Resort Dubai at Jumeirah Beach, Four Seasons Hotel Dubai International Financial Centre, Four Seasons Hotel Abu Dhabi at Al Maryah Island, Four Seasons Private Residences Dubai at Jumeirah, and the upcoming Four Seasons Private Residences Dubai at DIFC and Four Seasons Resort and Residence Ras Al Khaimah at Mina.

“Currently, within the Europe, Middle East, and Africa region, we have about 19,119 employees serving 42 hotels,” said Messerli.

The group, which saw a significant boost from its partnership with the hugely successful Emmy Award-winning HBO show The White Lotus, targets to operate 180 hotels globally by 2033. “We currently have 133 hotels, so we are looking to grow by another 47 in the next eight years,” said Messerli.

The recently unveiled Four Seasons and Al Zorah Development Company, a joint venture between the government of Ajman and Solidere International, aim to open the Four Seasons Resort in Ajman at Al Zorah in 2026. This follows planned “enhancements to the existing property’s amenities, accommodations, and wellness facilities.” Messerli shared details about the future resort, saying it “will feature 23 villas and 74 guestrooms and suites, each with private terraces and views of the Arabian Gulf” after the enhancements are complete.

Messerli told Gulf News, “Oftentimes, this is how we grow in markets where we need a Four Seasons hotel, but the best locations are already taken. As a small company operating only in luxury, we must be careful about how and where we grow, so sometimes it's better to wait for the right opportunity. Ajman is an example of a takeover where we see potential for a Four Seasons, allowing us to grow regionally and in our UAE portfolio.”

He added, “This takeover will initially be a white-label operation. We won't fully operate as Four Seasons until the property is renovated and reopens under our brand, sometime in 2026 post-renovation. However, we will take over management on a white-label basis in September, similar to what we currently do with the Hotel Danieli in Venice.”

Upon its full reopening as a Four Seasons property, the Resort is expected to feature a fitness centre, a luxurious spa, a private beach, and an expansive outdoor oasis. Highlights include private cabanas, a 280-foot (85-metre) infinity pool, an adults-only pool with sea views, and a dedicated children’s pool designed for families.

Regarding other announced hotels in the pipeline, Messerli said the hotel group will expand in Ajman, Ras Al Khaimah, and also Four Seasons Resort Zanzibar, which is under construction and will complement the group’s existing Africa collection in Johannesburg, Serengeti, and Seychelles. “This will enhance our experience in Africa, as travellers often combine beach destinations with safari locations. We also have Four Seasons Hotel Muscat in the pipeline,” he explained.

“For Saudi Arabia, we see tremendous potential to grow the tourism sector. We have several hotels in the pipeline, some planned before and others coming online with the new vision for the country. The next openings are planned for Medina, Red Sea, Amaala, and Jeddah Corniche,” he explained.

“All these hotels are ramping up for opening; we are hiring teams and have general managers in place. These hotels are gearing up to open later this year or early next year,” he added. “We also have other announced hotels in the pipeline that are not immediately opening but are well underway, including Dirriyah Gate, the Jeddah Tower, and in Neom. Importantly for us as a brand, it's not just about being present in these giga-projects, but securing prime locations and developing the crown jewel of those respective areas,” said Messerli.