As Director of Marketing & Communications for Rixos in the Middle East, Ali Ozbay has been at the forefront of developing Rixos’ All Inclusive – All Exclusive model and expanding its presence across the MENA region. Here he talks about Rixos’ pioneering approach to luxury hospitality, the power of personalisation and inspiring other brands to help elevate the industry.
Rixos opened its first property just over 20 years ago. What has the journey been like since its launch and its success in creating both integrated resorts and All-Inclusive models?
Rixos Hotels’ success can be attributed to its innovative approach to hospitality, combining the best of integrated resort offerings and all-inclusive models. We have pioneered the concept of ‘all-inclusive luxury’, which offers guests a comprehensive package that includes everything from accommodations and meals to entertainment and activities – this approach has proved extremely popular with guests who appreciate finer things in life at a price point they are happy to take in.
In addition to our all-inclusive offerings, Rixos has also established itself as a leader in integrated resort development. The brand’s properties feature various amenities and facilities, including luxury spas, sports facilities, and retail outlets, which provide guests with a complete vacation experience. We continue to expand our global footprint and develop new properties in key markets worldwide. With our unique blend of all-inclusive luxury and combined resort offerings, Rixos is well-positioned to continue its growth and success in the years to come.
Once perhaps the domain of a lower-end range of hotels, the all-inclusive model has grown in both popularity and exclusivity over the years. What do you put this shift down to?
The all-inclusive concept offers a convenient and hassle-free holiday without compromising quality while catering to a wider range of travellers through exclusive amenities and experiences. The answer to your question is simply because, until recently, hoteliers only focused on the lower end of this model. Our proposition is actually quite the opposite. Rixos’ ethos is based on a high quality, exclusive experience at a price point that makes sense to us and makes sense for the guests who can afford it. Hence, we actually call it, All-Inclusive - All Exclusive.
There is no such thing as a free lunch. Whatever products and services are provided must be paid for by someone. You might enjoy a glass of Hennessy VS by the pool bar, which comes at no extra cost, but if you ask for Hennessy Paradis Imperial, it’s also doable; however, you'd be charged around $4,000 for a bottle.
What would you say are particular game-changers in the Rixos All-Inclusive – All Exclusive model?
Apart from being the pioneer of the all-inclusive, all-exclusive concept, the Rixos brand model aims to provide a luxurious and personalised vacation experience that combines high-end amenities, tailored services, unique wellness offers, immersive kids club activities and world-class entertainment, which sets us apart from other luxury brands in the all-inclusive market. Take kids, for example; our Rixy Kids Club activities focus on education and entertainment at the same time. From sculpturing workshops to pottery classes, from sushi making to taco cooking, there's a wide range of edutainment activities to learn for our little ones.
Accor has been using Rixos as a model for its other brands to learn from with regards to the All-Inclusive model. Is it important to be seen as a ‘leader’ when it comes to business models such as this?
Being a leader in the all-inclusive market, we can drive innovation and inspire other brands to improve their offerings. It can encourage the development of new concepts, services, and amenities that benefit consumers and elevate the industry as a whole. This is precisely why Accor wanted to expand and take the idea to new heights. This is also why the All-Inclusive Collection platform was born. This platform will have a variety of hospitality brands under its umbrella. Selected properties from Sofitel, Fairmont, Mövenpick, Swissôtel, SO, Pullman, etc. will also appear under the platform.
Think about it… There is strong momentum in leisure/resort distribution where revenue is secured months in advance, plus Accor's digital distribution expertise leverages additional revenue from high-contributing individuals. Partnerships with third-party entertainment, restaurant brands, venues and retail generate additional revenue and fees. It's a fantastic business model.
It sounds like the All-Inclusive business model is extremely successful. Could you give us more insights about the mindset of this model?
The luxury mindset is not just a skill set, but rather a mentality that prioritises exceptional service. By striving for service excellence and perfection, we create the desired luxury experience. Achieving this requires a focus on the customer – understanding their needs, showing interest and curiosity towards them, and delivering uncompromising service with passion and compassion. Ultimately, curiosity and interest are rooted in our thoughts, leading to innovative ideas that stem from individual minds. Therefore, luxury service innovation is the result of a shared mindset in action, which we refer to as the luxury mindset.
The unwavering attitude or mindset is the crucial element for gaining a competitive edge. Companies that have recognized this fact are already capitalising on it, and it’s not surprising that the most successful organisations today attribute their main source of competitive advantage to their employees. Their guiding principle is ‘Recruit for mindset, train for skills.’ These enterprises will continue to maintain a competitive edge by filtering out individuals with egotistical tendencies that often disrupt focus and attention.
And look, we’ve done extensive research and sampling throughout the years, and it usually comes down to four major elements – F&B, entertainment, sports and wellbeing. The question is: How do you actually leverage that into a business proposition? We are by far the best in the industry when it comes to delivering unique experiences at a scale.
How many All Inclusive resorts do you have in operation and which territories are proving most successful?
Rixos Hotels has 28 hotels in operation and another seven hotels on the pipeline by 2024. The concept is around beach, nature, or city offerings. The All Inclusive Collection platform, which Rixos will lead, will have a wider reach with the inclusion of other brands. We see great potential in the Middle East, the Far East, and South America.
You’ve just opened some exciting properties – from Doha to Abu Dhabi Marina – both of which fall under the All Inclusive umbrella. What can you tell us about these new hotels?
Our Doha and Abu Dhabi properties have become an instant hit amongst our loyal guests. Receiving such encouraging praises from guests and partners means we are on the right track. We will continue to offer unique, exclusive escapes that go beyond the bounds of imagination to open a new world of horizons for guests. Our expertise in balancing vibrant, luxury ambience with multi-generational adventures truly defines the Rixos experience.
Our newly opened hotels in Abu Dhabi and Doha represent the true essence of Rixos Hospitality. With no hidden costs and an all-encompassing, all-inclusive offering, guests can create the holiday of their dreams without leaving the resort. We pride ourselves on our quality cuisine options worldwide, transforming perceptions of all-inclusive F&B.
We work with experts in sports, entertainment, and wellbeing to curate a daily program of activities and performances for the whole family. In fact, we take entertainment so seriously; we have entertainment directors with fully-fledged sports and entertainment teams in every property.
Our fully supervised Rixy Kids Club enables kids to play, learn and socialise while parents enjoy some quality time together. Alternatively, families can enjoy quality time all together. We empower our guests – through our all-inclusive offering – to create the holiday of their dreams.