Accor and Arabian Hotels & Contracting Company Partner to Launch Swissôtel Jeddah Al Hamra

Accor, the world’s leading hospitality group, has announced a strategic partnership with Arabian Hotels & Contracting Company to renovate and relaunch the iconic Al Hamra Jeddah Hotel under the renowned Swissôtel brand. The agreement marks a significant milestone in the ongoing evolution of Saudi Arabia’s hospitality sector, aligning with the Kingdom’s Vision 2030 goals to expand tourism and diversify the national economy.

Originally opened in 1984, the Al Hamra Hotel has long been a prominent fixture in Jeddah’s hospitality landscape. Located in the Al Hamra district—one of the city’s key business and lifestyle destinations—the hotel has served as a preferred choice for both business and leisure travelers. The property features 323 guest rooms, five restaurants, an exclusive club, and extensive meeting and event facilities, including a grand ballroom suitable for major corporate, social, and governmental functions.

Under the new partnership, the property will undergo a comprehensive, phased renovation over the next 24 months to align with Swissôtel’s global brand standards. The redesign aims to preserve the hotel’s distinguished heritage while introducing contemporary elements inspired by authentic Swiss hospitality.

Raki Phillips, Regional President for the Middle East, Africa, and Turkey for Premium, Mid-range, and Economy hotel brands at Accor, emphasized the importance of this collaboration:
“This agreement provides a unique opportunity to strengthen Accor’s position in Saudi Arabia by adding a prestigious hotel to the Swissôtel portfolio. Swissôtel Jeddah Al Hamra will reflect the brand’s leadership, especially as it combines a rich heritage with a renewed contemporary vision. This project aligns with Saudi Vision 2030, supporting the Kingdom’s ambitions in the tourism sector. Once its renovation and rebranding are complete, the hotel will set a new standard that celebrates the Kingdom’s heritage while simultaneously contributing to shaping its bold, modern future.”

Hamza Serfi, CEO of Arabian Hotels & Contracting Company, expressed optimism about the transformation:
“We have always believed in the exceptional potential of Al Hamra Jeddah Hotel and its unique position in the city. Our decision to renovate and rebrand it under the Swissôtel brand reflects our ambition to unlock this unique value on a wider scale. Our partnership with Accor gives us the right platform to deliver a high-quality hospitality experience that keeps pace with the future of the Saudi market, and we look forward to working together to achieve this exceptional transformation.”

Accor currently manages over 40 hotels and residential projects across Saudi Arabia, encompassing more than 17,000 rooms under 15 different brands. The group also has an additional 60 projects under development, representing approximately another 17,000 rooms, reinforcing its role as one of the Kingdom’s leading hospitality operators.

The transformation of Al Hamra Jeddah Hotel into Swissôtel Jeddah Al Hamra marks the beginning of a new era for one of the city’s most enduring landmarks—merging a proud legacy with world-class hospitality standards to create a premier destination for guests from around the world.