Rixos Hotels: shaping luxury getaways around the world | Focus

Few hotel brands evoke the spirit of sun-drenched escapes and seamless all-inclusive living as much as Rixos Hotels. Over the past year, this vibrant and fast-growing luxury hospitality group has strengthened its presence on every continent – ​​from dramatic desert coastlines to emerald islands and cultural capitals – proving once again why discerning travelers and global explorers alike keep Rixos firmly on their travel radar.

As the travel world converges on Berlin this week for ITB Berlin, Rixos Hotels is a name generating real buzz among industry insiders and luxury vacationers alike – the distinctive hospitality brand known for combining all-inclusive convenience with high-end design, immersive cultural experiences and spectacular settings.

For Rixos, ITB Berlin is not just another trade fair. It is a stage on which the brand’s ambitious transformation – from a regional favorite to a globally growing luxury lifestyle portfolio – is fully visible. With new openings, new destinations and a new generation of travelers discovering what makes Rixos truly special, the company’s presence here feels less like a promotion and more like a celebration.

A brand defined by place and personality
What sets Rixos apart in a crowded field of luxury hospitality brands is its deep connection with the place. Each property – whether set against the backdrop of emerald mountains, on golden Mediterranean sands or along turquoise tropical seas – is designed to celebrate its landscape and culture. At ITB, this philosophy is at the heart of Rixos’ message: luxury is not just about high-end amenities; it’s about feeling rooted in the destination.

Representatives at their booth will share stories of dramatic clifftop views on Turkey’s turquoise coast, peaceful mornings in Saudi Arabia’s desert fringes, and the lively rhythms of Mexican beach resorts. The emphasis is on authenticity, joy and sensory richness: elements that prove magnetic to tour operators, travel designers and journalists who visit the Rixos Pavilion.

Success stories from all over the world
Over the past year, Rixos has written down milestones that are now important topics of discussion at ITB:

• Redefining all-inclusive in the Middle East: The grand opening of Rixos Murjana in Saudi Arabia has placed the brand at the center of the Kingdom’s evolving tourism landscape. With world-class leisure and entertainment offerings alongside family-oriented spaces and wellness facilities, Murjana has become a flagship destination that exemplifies the Rixos approach to dynamic all-inclusive design.

• Strategic global expansion: Rixos’ reach is now expanding into Southeast Asia with its future resort on the Vietnamese island of Hon Thom – a bold move into one of the most picturesque archipelagos in the world – and delving into North Africa with a series of luxury projects in Morocco. Meanwhile, the brand has debuted in America with multiple all-inclusive properties on Mexico’s Pacific and Caribbean coasts, attracting travelers looking for premium, hassle-free vacations.

Spotlight on sustainability and localism
ITB participants will also hear a strong Rixos chorus of sustainability and community involvement. At properties across continents, the brand emphasizes efforts to collaborate with local partners on sourcing, cultural programming and conservation initiatives. The message is clear: luxury travel today must be responsible, respectful and rooted in real connection.

What industry partners say
Travel buyers and agents visiting the Rixos stand have noted the brand’s distinctive positioning: one that seamlessly combines relaxation, adventure, cultural discovery and family-friendly fun. For agents creating tailor-made trips, Rixos offers versatility: a serene beachside villa for honeymooners, a vibrant all-inclusive family resort or a wellness-focused retreat for urban escape seekers. Personality and location determine every offer.

Looking ahead: innovations and highlights from the pipeline
In addition to its current properties, Rixos is teasing further expansions that promise to keep it on the travel world’s radar. From evolving culinary concepts and immersive activity programs to MICE (Meetings, Incentives, Conferences, and Exhibitions)-ready luxury venues that appeal to business travelers, the pipeline reflects a brand that doesn’t rely on past success, but imagines what comes next.

Why Rixos resonates at ITB Berlin
At its core, Rixos Hotels embodies a shift in travel preferences: experiences that are rich, effortless and rooted in discovery. In a post-pandemic era where scenic beauty, cultural authenticity and personalized luxury are more important than ever, Rixos speaks directly to what travelers are looking for now.

ITB Berlin provides the perfect backdrop for this story. Here, amid the rush of global travel innovation, Rixos stands out not only for its scale, but also for a consistent, design-led and guest-centric vision – a vision in which the world’s most beautiful environments are made even more memorable through thoughtful hospitality.

As Rixos opens conversations with partners, press and travelers at ITB, it is clear that their journey is just beginning – and the next chapter looks brighter, bolder and more inspiring than ever.