Latest news with #TheRedSea
Emirates Woman
02-08-2025
- Emirates Woman
Hotel review: Shebara and Desert Rock at Red Sea
On the northwest coast of Saudi Arabia, the Red Sea's craggy mountains, dramatic desert and crystalline waters have remained under the radar – until recently. The awakening of The Red Sea project – and its string of dazzling hotels – puts this natural wonder front and centre for ultra-luxury regional travel infused with culture and heritage. While global icons will front many of the resorts, Red Sea Hospitality was created to operate two otherworldly properties – a secluded island resort, Shebara; and Desert Rock, an inland boutique resort carved into the rocks. Between them, they offer the perfect duality: one a majestic desert escape, the other an alluring island retreat that oozes exclusivity. The stay Oppenheim Architecture-designed Desert Rock is beautifully intentional. Spaces meld into one another, and rather than building onto the weathered cliffs, the resort is carved into them. Nabatean-inspired villas gaze out over the local landscape, while show-stopping cave suites cut out of the massif are arguably among the world's most unique hotel rooms. Each of the 60 villas and suites are calm and minimal in aesthetic, inviting total disconnection. Private pools, enormous freestanding tubs and crisp Frette linens are luxurious standards. But it's the little extras that make this stay special. A complimentary mini bar of gourmet snacks, Palatino hats and beach bags to take away, and eye patches left at turn down. In contrast, Shebara, the brainchild of acclaimed Killa Design, is strikingly futuristic, its overwater villas a collection of hypnotising orbs dancing on the impossibly blue water. The resort's beach villas are the option to book for seclusion, discreetly nestled on their own private beach and encased in lush landscaping, while the Maldives-style overwater villas offer all-out glamour. Inside, spaces are just as spectacular. Soft and soothing, a crescent-shaped curtain glides away in the living room to reveal an infinity pool and sunken seating area, while back inside, everything is ergonomically designed so that the practical is neatly concealed, letting the design wow-factor shine. The dining Despite its boutique size, dining at Desert Rock is varied and impressive. One night, guests can sip non-alcoholic wine and listen to chilled sunset DJ sets at The Observatory, perched high atop the mountain and reachable via a 630-step climb. Another, they can dine at the hands of Michelin-pedigree chef Osman Sezenger, the man at the helm of Nyra. This hilltop restaurant that fuses ingredients from his garden in Turkey with local flavours to create dishes like the fresh lobster with sujuk gnocchi and wood-grilled octopus with a sweet pomegranate sauce. At Shebara, drinks at Solera, adjacent to the chic adults-only pool, are unmissable, with alcohol-free twists on mojitos and martinis shaken up to sorbet-hued sunsets. A short stroll away, overwater dining is best enjoyed at the upscale Japanese restaurant, where diners can either watch the chefs at work in the open kitchen with a table indoors, or spot rays gliding by with a seat on the alfresco terrace. Guests unable to tear themselves away from the spoils of their villa can enjoy 24-hour room service. The wellness Both resorts are deliberately designed to invite immediate disconnection, whether you're cycling around Desert Rock's craggy peaks or strolling barefoot on the beach at Shebara. To further encourage reflection and rejuvenation, the Desert Rock spa is a haven of calm, inspired by the wadi it's located in. Inside, seven treatment rooms combine traditional local therapies powered by Amara skincare products with more unique treatments, including a specialised waterbed therapy. Outside, a vitality pool lined with plush loungers and a rooftop yoga pavilion are blissful alfresco sanctuaries. You know you've arrived at the spa at Shebara when you're greeted with a 400-year-old olive tree. Inside, it's all dramatic lines and neutral soothing hues, from a sumptuous couples treatment room to a cavernous hammam that leads outside to a bubbling vitality pool and sun-kissed massage cabanas dotted across the sugary beach. The experience If your idea of self-care is exhilarating experiences, then the Akun Adventure Centre at Desert Rock is where to head. Thrilling hikes, ziplines and a via ferrata take adventure to new heights, while guided fat bike and ATV tours across the rugged desert terrain invite you to star in your own Dune blockbuster. With its impossibly clear waters and rainbow-hued coral reef, snorkelling is a must at Shebara. Simply descend the stairs from your overwater villa and explore the vibrant underwater world below, or embark on a sailing trip with WAMA, the team in charge of Shebara's extensive water adventures. Book via and – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
Forbes
29-07-2025
- Business
- Forbes
Miraval At 30: The Iconic Wellness Brand Expands To The Red Sea
Scheduled to open this winter, Miraval The Red Sea is set on three million square feet of coastline on the southern edge of Shura Island. Miraval Resorts Thirty years is a long time to stay relevant in the wellness business, especially when you helped invent it. Before TikTok therapists, matcha influencers and corporate breathwork retreats, there was Miraval. When the flagship property opened in the Sonoran Desert in 1995, the idea of a luxury resort dedicated to mind-body-spirit healing was basically fringe. Today, 'wellness' is a booming $6.3 trillion global industry, with rivals like Canyon Ranch, Sensei, SHA and the Goop industrial complex staking claims. Next year, a splashy new resort and longevity center called the Estate, developed by Sam Nazarian and Tony Robbins, opens in Los Angeles as part of a feel-better venture that will launch 15 wellness hotels and residences by 2030. And yet, Miraval remains a Zen-like leader, doubling down on what it does best (and without showing much sweat on its brow). Part of Hyatt's luxury portfolio since 2017, Miraval is marking its 30th anniversary with a bold expansion this winter called Miraval The Red Sea. It's the brand's first international location and the only wellness-focused hotel on Shura Island, a pristine stretch of Saudi Arabia's Red Sea coast being developed into a major 'sustainable tourism' destination, with properties under construction by Four Seasons, Fairmont, Raffles, Rosewood and others. Set across more than three million square feet of beach and desert landscape, the new Miraval resort will feature 180 rooms and villas, extensive spa and fitness offerings, a Life in Balance Culinary Kitchen, and immersive new experiences, including Hammam Journeys and a Middle Eastern take on Miraval's signature floating meditation therapy. Miraval The Berkshires is part of an expanding group of Miraval properties that also includes resorts in Arizona, Austin and on the Red Sea (opening this winter) Miraval Resorts The move underscores the staying power of a brand that takes the long view on wellness. While the landscape has exploded (and sometimes imploded) with gimmicks and guru hype, Miraval's approach has always stayed true to the basics of its original 1995 mission: helping people unplug, reflect and just chill out a little. Miraval opens its first global property this winter There are now locations in Arizona, Austin and the Berkshires and each one reflects a slightly different flavor of the core idea that launched Miraval 30 years ago. That mindfulness doesn't require mysticism, mumbo-jumbo or an ego trip to help you know yourself better. To mark the 30-year milestone and learn more about what's next (including that ambitious Red Sea opening) I spoke with Heather David, Director of Digital & Brand Marketing at Miraval Resorts & Spas. We talked about how the brand has evolved, what makes a Miraval experience feel different from the competition and why a horse might be the best therapist you never knew you needed. David Hochman: Looking back over 30 years, how has the Miraval philosophy of wellness evolved and what's stayed the same? Heather David: When Miraval opened in the Sonoran Desert back in 1995, the idea of a destination resort entirely devoted to holistic well-being was virtually unheard of. Nobody was leading with mindfulness or talking about things like sound baths or equine therapy or floating meditation. We also didn't yet understand the overwhelming impact of social media and digital overload. Today the idea of mind, body, spirit is pretty much part of the mainstream and we're all trying to figure out how to find space away from digital distractions and stress. What hasn't changed is that people still come for the reason they always came, which is to find the space to reconnect with themselves , including the messy, beautiful, complicated parts of themselves. So while you can come for a massage or to play golf, Miraval gives space for deeper emotional work, for clarity, and for healing. Not just pampering. From left to right, Miraval Austin, Arizona and The Berkshires Miraval Resorts We've grown by listening to our guests, our practitioners and the world around us. That's why we've expanded into places like Austin and the Berkshires. It's why we're moving deeper into digital mindfulness, into expressive healing, and into new life stages like postpartum and menopause support. And this year, we're going global with our first international resort. That's a huge step forward as far as meeting people wherever they are, quite literally. Hochman: What can you say about Miraval The Red Sea? David: That Red Sea project is incredibly close to my heart. Creating our first global destination has taught us how universal this work really is. People everywhere are craving presence, meaning and space to reconnect. And the Red Sea property is just such a beautiful place to do that. It's on Shura Island on three million square feet of beaches on the southern end of the island. We doing some innovative takes on classic Miraval Resort experiences, like our Vasudhara warm-water floating meditation. Plus, we're introducing Hammam Journeys, which is a new offering within the Miraval Resorts & Spas portfolio. The project really brings the work we're doing to a new level. I'm really excited about it. How to stand out in a travel world where 'wellness' is everywhere Hochman: 'Wellness' is now everywhere, from corporate retreats and meditation apps to airport yoga rooms. In general, how does Miraval stand out? David: Well, partly because we were among the first to put healing, transformation and mindfulness at the center, we've have time to develop and adjust the programs. That means bringing in the best practitioners and figuring out what guests want and what maybe doesn't work as well. I like to say we're about practice, not performance. And we're also accessible. Conversations by the pool often go past the surface. Guests return year after year because they know they can come exactly as they are, whether they're seeking clarity, connection or just a place to exhale. We love when our guests feel safe and comfortable enough to dine in their spa robes, show their vulnerable sides in a workshop, and then want to share their stories and aha moments with our colleagues and other guests. We also created some first-of-their-kind experiences like equine therapy and aerial yoga. We created Vasudhara, our water-based meditation experience, that's a signature at our Arizona resort. And we're constantly adding new programming to meet people where they are, whether that's midlife, menopause support, new parenthood, burnout or just seeking clarity. The idea, as always, is to continue to meet our guests at whatever stage they are at in their life's journey and invite them to explore where they want to go. Classic treatments and what's next at Miraval Hochman: The equine therapy program has always been a standout. David: That's been a signature since it was created by Wyatt Webb in the early days. People sign up thinking it's going to be a lighthearted thing with horses. But it's often a catalyst. The surprise is that it's not about riding so much as it's about reflection. The horse becomes a mirror. You're understanding yourself better, in relation to the horses, with a lot of non-verbal cues and non-verbal communication. You're tapping into presence, body language, listening, confidence. It's really quite profound and at this point, the program is really part of the Miraval DNA. Hochman: Now that Miraval has celebrated the big 3-0, what's next for the brand? David: We're constantly evolving. In 2025, in addition to Miraval The Red Sea, we've introduced new workshops focused on creative expression, sexuality and relationships, and life transitions pre-natal, post-partum, and peri-menopause. We have some new fitness experiences that encourage active play and we're continuing to expand our outdoor adventure offerings to help guests connect more deeply with nature and with themselves. I always say that whether it's a first visit or a tenth, there's always something new to discover, because our approach to well-being is so responsive and always rooted in meaning. The interview has been edited and condensed for clarity.
Campaign ME
16-05-2025
- Business
- Campaign ME
The Red Sea ‘saves a place for you', highlighting the pulse of people in paradise
The Red Sea has revealed key details behind its recent We've Saved a Place for You campaign, which has been creating quite the buzz on social media channels for its storytelling and continuity – building on its previous Be The First campaign. The campaign evokes an emotional truth behind the destination: that The Red Sea has always been around, waiting — not simply to be seen, but to be felt and experienced. Rooted in the spirit of Hafawa, which refers to the unique Saudi warmth and hospitality, the campaign unveils The Red Sea as a destination designed with purpose: a reserved paradise that balances sustainability and luxury; a place where boundless experiences meet tailored personal journeys. Structured around three campaign pillars: Reserved Paradise (Place), Boundless Spirit (Pulse) and Tailored Luxury (People), the campaign is an open invitation to reconnect with the world, with others, and with oneself through the transformative power of nature, culture and hospitality. With this foundation, the We've Saved a Place for You campaign sets the tone for The Red Sea's evolution from an emerging destination to a benchmark in purposeful luxury tourism. Rollout of The Red Sea We've Saved a Place for You campaign In an exclusive conversation with Campaign Middle East, Julie Audette, Senior Director – Tourism Marketing, The Red Sea, revealed, 'We partnered with a trusted collective of creative and media specialists to bring our campaign vision to life. The creative concept and development were spearheaded by Freedom in collaboration with Beautiful Destinations, who also handled production of the hero film. Paid media strategy and execution were led by Starcom, ensuring the right channels were selected for maximum reach and performance, while The Red Sea's destination communications partner, PRCO, led the integrated consumer storytelling.' The Red Sea adopted a data-driven, digital-first approach that enabled precise audience targeting and real-time performance optimisation. The media mix included social platforms, paid search, and placements in luxury print titles. To amplify visibility among affluent travellers, The Red Sea also undertook activations in exclusive spaces such as private jet lounges and premium travel hubs — ensuring the brand reached audiences in lifestyle-aligned, decision-making environments. Talking to Campaign Middle East, Elias Saroufim, Director – Paid Media and Campaigns, The Red Sea, said, 'This paid media campaign embraced a digital-first, social-led strategy to engage high-net-worth (HNWI) and ultra-high-net-worth individuals (UHNWI) through premium, high-impact channels. At its core was a cinematic hero film that brought the essence of The Red Sea to life. This was supported by a broad suite of static and carousel creatives optimised for performance, designed to deepen engagement and drive conversion.' Through continuous A/B testing and creative iteration, The Red Sea refined our messaging for maximum relevance and impact — ensuring the right story reached the right audience at the right time. Saroufim added, 'This campaign was architected to support full-funnel objectives: from sparking initial awareness of The Red Sea as a luxury destination, to building deeper consideration, and ultimately driving bookings. Every channel was selected based on its ability to reach and resonate with HNWIs and UHNWIs at key moments in their travel planning journey.' Audette added, 'The campaign will run until December 2025, allowing for a sustained brand presence throughout the year and supporting ongoing engagement with our target audience.' 1/4 The Red Sea Delving into The Red Sea campaign's narrative and success metrics The campaign highlights an authentic journey: As guests arrive through the architecturally striking Red Sea International Airport, they begin a discovery organically, guided by the region's spirit of Hafawa — Saudi Arabia's legacy of warm, wholehearted hospitality. Set gently within the landscape, five resorts are now open at The Red Sea, each offering a unique interpretation of luxury that complements the destination's natural rhythm. From secluded island escapes to desert-framed sanctuaries, every property is thoughtfully designed to exist in harmony with its surroundings. Whether it's barefoot elegance by the sea, contemporary refinement in the mountains, or family retreats with views of vibrant coral reefs, these openings represent the first chapter in a growing portfolio — with 11 more resorts soon to follow on Shura Island, the iconic centrepiece of The Red Sea. The We've Saved a Place for You campaign marks the evolution of The Red Sea from a destination of firsts into a sanctuary for those who value authenticity, exclusivity and design-led immersion. Speaking about how the success metrics of the campaign have been set and will be evaluated, Saroufim said, 'Success is measured in alignment with our full-funnel campaign objectives and the broader ambition of positioning The Red Sea as a must-visit destination within the well saturated global luxury travel space. Key performance indicators span awareness, engagement and conversion metrics — including reach, video views, site visits and bookings.' Saroufim concluded, 'Beyond numerical indicators, our aim is to foster lasting interest and elevate brand perception among HNWIs and UHNWIs — creating a foundation for repeat visitation and continued storytelling well beyond the campaign period.' CREDITS: Client: The Red Sea Creative concept and development: Freedom Production house: Beautiful Destinations Media agency: Starcom Communications partner: PRCO
Leaders
27-02-2025
- Business
- Leaders
Saudi Arabia Launches Landmark SAF Initiative at Red Sea International Airport
Saudi Arabia's Red Sea International Airport (RSI) now offers sustainable aviation fuel (SAF) to all airlines. Red Sea Global (RSG), a PIF-owned developer, partnered with daa International and fuel supplier APSCO to enable this eco-friendly refueling solution. RSG leads regenerative tourism projects like The Red Sea and AMAALA. Its subsidiary, Fly Red Sea, will exclusively use SAF and lower-carbon aviation fuel (LCAF) for seaplane transfers and charters. SAF blends at RSI combine 35% renewable fuel with 65% conventional jet fuel, reducing aircraft emissions by up to 35%. RSG emphasizes SAF's role in shrinking aviation's carbon footprint. From Waste to Wings: How SAF Works SAF derives from renewable sources like cooking oil, agricultural waste, and captured CO₂. Refining methods like hydroprocessing ensure compatibility with global aviation standards set by IATA and ICAO. John Pagano, RSG Group CEO, stated, 'Travel impacts our planet, so we're transforming aviation sustainably. SAF slashes guests' carbon footprints from arrival to departure.' Michael White, RSI's CCO, called the initiative a 'milestone in environmental stewardship.' Since 2023, The Red Sea has hosted guests at five operational hotels. By 2030, the destination will feature 50 resorts, 8,000 rooms, and luxury amenities across 22 islands, all powered by renewable energy. RSI began domestic flights in September 2023 and launched international routes to Dubai in April 2024. This expansion aligns with Saudi Arabia's push for eco-conscious travel infrastructure. Short link : Post Views: 26
Arabian Business
27-02-2025
- Business
- Arabian Business
Red Sea Global brings sustainable aviation fuel to Saudi Arabia in landmark deal
Red Sea Global (RSG), the developer behind Saudi regenerative tourism destinations The Red Sea and AMAALA, announced a deal to bring Sustainable Aviation Fuel (SAF) to the Kingdom for the first time. RSG and daa International, the operator of The Red Sea International Airport (RSI), struck the deal with the airport's fuel supplier, Arabian Petroleum Supply Company (APSCO), to enable airlines operating at RSI to have the option of refuelling using SAF. Pioneering sustainable aviation fuel As part of its ambition to achieve net zero, RSG's subsidiary air operator, Fly Red Sea, which provides seaplane transfer, charter and scenic tour services across its destinations, will also refuel its fleet exclusively with fuels that ensure aviation is more sustainable such as SAF and Lower-Carbon Aviation Fuel (LCAF). SAF and LCAF are two fuels specifically developed to help reduce greenhouse gas lifecycle emissions associated with aviation. 'Travel is a way to bridge cultures, broaden horizons and regenerate the mind, body and soul. But travel has a cost, especially for our planet. That is why we promised to transform the industry, moving it towards a sustainable, regenerative future,' said John Pagano, Group CEO of Red Sea Global. 'By bringing sustainable aviation fuel into the Kingdom, we are dramatically reducing our guests' personal carbon footprint from the moment they arrive and even after they leave,' he said. Pagano said the company will also be supporting the wider aviation sector to start making choices that are better for the environment through this initiative. Michael White, RSI's Chief Commercial Officer, said introducing sustainable aviation fuel at Red Sea International Airport marks a significant milestone in the company's commitment to environmental stewardship and sustainability. 'This groundbreaking initiative not only reduces carbon emissions but also aligns with our broader mission to protect The Red Sea's unique and fragile ecosystem,' he said. Current international standards and recommendations issued by relevant organisations such as the International Civil Aviation Organization (ICAO) and the International Air Transport Association (IATA) require SAF to be blended with standard Jet A1 aviation fuel. RSI said its SAF supply is blended at 35 per cent SAF and 65 per cent standard Jet A1, which in turn reduces the produced carbon emissions resulting directly from each aircraft that uses this fuel by up to 35 per cent. The Red Sea welcomed its first guests in 2023, with five of its hotels now open. RSI has been receiving a regular schedule of domestic flights since September 2023 and international flights began in April 2024, with a twice-weekly route between The Red Sea and Dubai International.
