The $500 billion gigaproject NEOM has signed an agreement with hotel partner Ennismore to launch its brands 25hours and Morgans Original at TROJENA.
The agreement was signed by Hotel Development, NEOM’s division responsible for building a future-centric hospitality ecosystem in the northwest corner of Saudi Arabia.
Additionally, TROJENA has already begun early enabling construction works, with the main construction work on the ski village due to begin at the end of 2022.
Why it matters
NEOM’s Hotel Development can capitalise on the region’s potential to establish a new era for the industry and can shape a new frontier for hospitality with its bold vision.
Additionally, with a blank canvas and no legacy infrastructure, Hotel Development’s agreement with Ennismore will correspond with the former’s goal of redefining the future of the industry with imaginative concepts, iconic properties and extraordinary guest experiences.
It will also add to Hotel Development’s main goal of establishing global and strategic partnerships, serving the diversification goals of Saudi vision 2030.
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Hotel Development is tasked with driving the establishment of a world-class tourism sector and serving the diversification goals of Saudi Vision 2030.
In addition to forming strategic partnerships, the division will also work alongside tourism sector partners on nurturing ambitious talent and proud Saudi ambassadors who will form the bedrock of the industry.
25hours Hotel
The 25hours Hotel will have an in-house cinema, a farm-to-table restaurant, a bike workshop with co-working, as well as a rooftop restaurant with pool.
The 25hours team is working on a bespoke story and design concept for TROJENA, inspired by the futuristic architecture of the building, including nods to science fiction movies and the alpine heritage of the brand.
Morgans Original
Morgans Original will be designed to transport guests from the landscapes of TROJENA to a world rooted in iconic cultural legacy, featuring amenities such as four dining outlets, a 2000m spa and bathhouse, and a ski slope roof and rooftop pool bar.
The hotel will also feature an eight-story vertical core with microclimates and immersive art experiences that will showcase the individuality of the brand.
In addition to hospitality, the village includes residential components centred around a public plaza, as well as high-end retail and dining experiences. The sides of the mountain extend onto the roof of the village, creating a stunning ski slope skyline that can be activated year-round through various adventure sports facilities.
More on TROJENA:
“Both – 25hours Hotels and Morgans Originals – are ideal brands for [NEOM’s] TROJENA”
Chris Newman, Executive Director, Hotel Development at NEOM, said: “Hotel Development aims to accelerate human progress by redefining how we travel, stay, and live. Our partnership with Ennismore echoes our mission to pioneer in the space of experiential hospitality in a way that shapes the future of hotels in the kingdom and beyond. With a shared passion for developing differentiated and imaginative hospitality concepts, we look forward to seeing this relationship – and others like it – flourish.”
“The mountains of TROJENA are set to become one of the most awe-inspiring destinations the world over. Both 25hours Hotels and Morgans Originals are ideal brands for TROJENA as we look to deliver extraordinary experiences for residents and visitors seeking luxury, adventure, entertainment, livability, and escape from the status quo.”
Philip Gullett, Executive Director and Region Head, TROJENA
Gaurav Bhushan, Co-CEO of Ennismore, said: “25hours Hotels and Morgans Originals are lifestyle brands rooted in creativity, bringing design-focused spaces and authentic culinary experiences, creating deep connections with our guests. As we grow globally, we are excited for our brands to open in TROJENA, a unique setting, which will attract both local and international visitors.”
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