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Qiddiya Investment seals hotel operations deal with Adeera

Qiddiya Investment Co. signed a strategic partnership with Public Investment Fund (PIF)-owned Adeera Hospitality Co. to develop an operate a homegrown hotel portfolio across Qiddiya City. Under the deal, Adeera launched three Saudi hotel brands to operate at the giga-project: Alya, a premium luxury concept; Sama, a modern five-star brand; and Noor, a practical mid-market offering. Adeera said the new brands blend Saudi cultural roots with contemporary designs, aiming to set new standards and attract global interest. The brand names are inspired by words from the Saudi national anthem, it further stated, nothing that more details to follow. The partnership aims to develop infrastructure, support local brands, empower Saudi talents, and ensure operational excellence.