Saudi hospitality brand Makarem reveals rebrand at ATM 2025
Taiba Investments has launched the new identity of its home-grown hospitality brand at the Arabian Travel Market (ATM) 2025.
The brand's renewed vision aims to blend heritage and innovation, marking a new chapter in Makarem's four-decade journey. Built around the concept of 'spiritual hospitality', the transformation aims to be more than a visual refresh, but a 'profound evolution that honors Makarem's rich heritage, reinforcing its market leadership and elevating its guest experience through cutting-edge digital solutions and AI innovations.'
'The new identity embodies a holistic operational philosophy: cultivating a distinct hospitality culture, innovating services, raising quality benchmarks, and embedding next-generation technologies to craft an experience that resonates deeply with the spiritual needs of our guests and visitors,' said Hamad Alsalman, VP, Marketing and Communications, Taiba Investments.
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He explained that the rebrand was launched strategically at ATM as 'the timing positions Makarem to seize unprecedented growth opportunities.'
As Saudi Arabia gears up to welcome over 150 million tourists annually by 2030 and to host global mega-events such as Expo 2030 and the FIFA World Cup 2034, the Kingdom is positioned to usher in a new era of international tourism.
Sultan bin Badr Al Otaibi, CEO of Taiba Investment, said: 'The new identity goes beyond the visual aspect to encompass a comprehensive operational philosophy that includes developing the culture of hospitality, innovative services, and raising quality standards, in addition to utilising the latest hospitality technologies such as AI to uplift our guests' experience'.
Makarem's new brand identity is centred around the message of 'Journey to the Origins', which aims to reflect authentic Saudi values while adapting to modern trends in the hospitality market, both locally and globally.
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A post shared by Makarem Hotels | فنادق مكارم (@makaremhotels)
To craft the new identity, the hospitality brand's leadership and internal teams collaborated with brand consultants Brand Lounge. 'Together, we shaped an identity that captures the essence of Makarem's transformation and its mission to reshape spiritual hospitality,' Alsalman said.
'This collective endeavor focused on crafting a guest experience that meets the evolving expectations of a global audience, seamlessly aligned with the bold ambitions of Vision 2030, which aims to diversify the national economy and cement Saudi Arabia's place on the global tourism map,' he added.
Alsalam also said that the hospitality brand anticipates a 'positive reaction' to Makarem's new brand identity from business communities in the region. In the last quarter, the hospitality brand has reopened its Makarem Haram View Suites and has launched its flagship hotel, Makarem Burj AlMadinah.
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