Rotana, the UAE’s leading hospitality brand, is gearing up for major expansion, planning to recruit over 1,000 new employees as it launches several new properties across the UAE and beyond.
Headquartered in Abu Dhabi, Rotana currently operates around 80 hotels, with the majority located in the Emirates, followed by a strong presence in Saudi Arabia, and others spread across Turkey, Jordan, Oman, Egypt, Congo, and Tanzania.
“We have over 20 new properties in development, including several in the UAE and 11 in Saudi Arabia. Most will open within the next 18 months to two years,” said Philip Barnes, CEO of Rotana, during an interview ahead of Arabian Travel Market 2025. “Our goal is to reach 120 hotels globally within the next three to five years.” 
At present, Rotana employs just under 10,000 people. With the rapid expansion plans, that number is set to cross 11,000 employees soon, as each new hotel opening will drive a surge in staffing requirements, especially for larger properties.
Dubai’s hotel industry itself is booming, adding over 4,255 rooms across 19 hotels in 2024, with more than 11,300 new rooms projected by 2027. According to Cavendish Maxwell, Dubai will host more than 162,600 hotel rooms across 769 hotels by then, solidifying its status as a global tourism powerhouse.
Barnes emphasized Rotana’s deep-rooted Emirati identity and unique approach: “Being a homegrown brand, we understand the DNA of the culture we operate in. Relationships and family values matter here, and that personal touch distinguishes us from global hotel chains.”
He further hinted that Rotana is finalizing a few landmark projects that will be revealed soon, strengthening its footprint across key markets. In a competitive hospitality landscape, Barnes stressed Rotana’s hands-on management style versus mass hotel operators: “We’re not just running hotels; we are curating guest experiences with heart and cultural sensitivity.”
As tourism policies, infrastructure developments, and new visas fuel rapid growth across the region, Rotana stands ready to expand its legacy of hospitality excellence both locally and internationally.
