London, United Kingdom: In a bid to redefine the affordable hotel experience in Saudi Arabia, Dur Hospitality has unveiled “Nur by Makarem,” its new 3-star hotels brand. The company announced its participation 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, as part of the company’s strategy to create home-grown hotel brands that enhance Saudi Arabia’s affordable hospitality segment, which has been growing in popularity. Dur’s approach focuses on providing world-class hospitality services infused with authentic Saudi heritage and good hospitality while adopting top international standards and best practices.
“Nur by Makarem” will convert, operate and manage 3-star hotels in Makkah and Madinah, providing hotel owners the exceptional opportunity of having their facilities re-branded to correspond with the “Nur” standard. This involves fully transforming and upgrading the whole hospitality experience, including the facility and the services, in record time.
“Nur” draws on Makarem’s long-standing experience and world-class services and brings a great background with top skills and know-how, 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 while ensuring its adherence to international standards.
In his remarks, CEO of Dur Hospitality, Mr. Sultan bin Badr Al-Otaibi said, “Dur Hospitality is ushering in a new and unique era for the sector, introducing new elements at the level of operation and services. This comes within Dur’s efforts to build an integrated Saudi hospitality ecosystem.” He added: “Dur Hospitality heralds a new phase of growth with the launch of Nur brand that will bring a unique 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 new 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 further indicated, “Inspired by Makarem Hotels’ values and aligned with its mission; Nur seeks to enrich the experience of Hajj and Umrah pilgrims and further streamline their spiritual journey.”
Dur’s President of Hotels Operations, Mr. Hassan Ahdab, stated, “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. With a goal to brand the biggest number of hotel rooms in the holy cities of Makkah and Madinah with the Nur logo in a short period and without incurring any financial burdens for the hotel owners. Subsequently, Nur Hotels will standardize all the specifications of the 3-star hotel rooms to deliver a unique and consistent customer experience across all Nur-branded facilities. 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, making Nur the first hospitality brand to provide affordable accommodation for spiritual tourism.”
By launching “Nur by Makarem” brand, Dur affirms its commitment to support the growth of the Saudi hospitality sector and position Saudi Arabia as a leading regional tourism and hospitality destination. The new brand is another milestone added to the company’s list of achievements, alongside the recent completion of the complete renovation of Makarem Ajyad Hotel.