{"id":536,"date":"2026-10-28T17:01:13","date_gmt":"2026-10-28T17:01:13","guid":{"rendered":"https:\/\/petrahm.com\/?p=536"},"modified":"2026-10-28T17:16:50","modified_gmt":"2026-10-28T17:16:50","slug":"branded-resort-revolution","status":"publish","type":"post","link":"https:\/\/petrahm.com\/tr\/hospitality\/branded-resort-revolution\/","title":{"rendered":"Branded Resort Revolution"},"content":{"rendered":"\t\t
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Branded Resort Revolution<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Once among the most popular destinations for luxury travel, independent resorts have begun to lose their appeal to global hotel chains due to shifting market needs in coastal tourism, digitalisation, increasing competition, and consequently, narrowing profit margins. Today, as global hotel chains expand their portfolios in both the resort and “all-inclusive” segments, a new generation of travellers in search of unique and unforgettable experiences are gravitating towards well-known, established brands with proven track records and strong guest loyalty networks. Investors are also favouring branded resorts that align with the expectations of contemporary travellers.

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Traditional resorts used to attract guests with pools, buffet spreads, an abundance of activities, and a sense of showiness, framing their services around entertainment. However, the new generation of branded resorts has transformed this concept around unique pursuits. They guarantee service and product quality through brand standards while combining hotel services with stylish comfort and authentic experiences.

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As hotel designs evolve from coastal areas to mountains, ski destinations, and tropical forests, concepts like environmental harmony, use of local materials and aesthetics integrated with the landscape are becoming prominent. Each property develops its uniqueness by harmonising with its surroundings. In doing so, they strive to make two main themes integral to their identity in all circumstances: “Experience” and “Wellbeing”.

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\u201cExperience\u201d<\/span><\/p>\n<\/div>\n

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In the new era, travel is no longer merely about relaxation and entertainment; it revolves around experiences. The core product of branded resorts is now “experience”. Brands focus on creating lifelong memories for their guests through unique landscapes, cultural activities, and striking moments. These resort products also enhance their services with offerings that reflect and enrich the local culture, incorporating seamlessly with their surroundings.

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\u201cWellbeing\u201d<\/span><\/p>\n<\/div>\n

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Another significant theme emerging alongside experience is “wellbeing”. Branded resorts have transformed into health centres, offering diverse spa treatments, mindfulness activities, and natural foods. The “wellbeing” theme stands out as a concept that rejuvenates guests with unique and exclusive experiences, meeting the expectations of travellers who wish to renew themselves while enjoying their stay.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Who is the New Generation Resort Guest?

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Whether they are families with children or millennial couples, guests now seek to create lasting memories through “unique adventures” and “transformative experiences.” Therefore, instead of the abundance of offerings or showy activities we are accustomed to from traditional resorts, the new generation of guests are attracted to designs that appeal to refined tastes and meticulously planned activities. These guests expect services to be not only easily accessible but also personalised, and they actively use technology during their travels. They enjoy quickly sharing their experiences with their surroundings and on social media. Additionally, they are willing to purchase extra services that enrich their experiences.

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In this process, hotels that know their guests well and develop offerings that align with their lifestyles and ethical values are more favoured. Alongside use of technology, establishments that transparently reflect their social and environmental awareness and sustainability practices stand out.

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Innovative resorts integrate technology from mobile check-in and smart room controls to AI-supported chatbots offering personalised recommendations, emphasising environmental awareness and sustainable practices. The solutions these resorts develop for energy and waste management and technical infrastructure have become a key decision-making factor not only for the operational efficiency and profitability of the resorts but also for the guests. Leading resorts demonstrate how luxury travel can align with environmental responsibility.<\/span><\/p>\n<\/div>\n

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Branded Resorts<\/span><\/h3>\n<\/div>\n
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Global hotel chains are transforming their existing brands or developing new ones within the “branded resorts” category across two distinct segments. These include “Classic Luxury” brands such as Ritz-Carlton, St. Regis, LXR, Banyan Tree, Aman, and One & Only, as well as “Lifestyle-Focused” brands like W Hotels, Edition, Autograph, Design Hotels, Hyde, Our Habitas, and 1 Hotels.

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One of the best examples of the evolving luxury resort is “Banyan Tree”, which operates 39 hotels, primarily in Asia. Their portfolio features destinations that offer luxury services combined with unique scenes and authentic experiences. These include the Arabian Deserts (Banyan Tree Al Ula), the tropical forests of Mexico (Banyan Tree Mayakoba), and the Maldives (Banyan Tree Vabbinfaru) catering to a wide range of guests. The Accor group has also invested in Banyan Tree hotels, incorporating them into their guest loyalty programme.

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“Our Habitas” is a boutique resort brand renowned for its sustainability practices and extraordinary destinations. Its portfolio of 18 hotels is concentrated in Central America, the Middle East, and Arabia. Habitas Hotel Tulum, with 35 rooms, offers a boutique and sustainable experience on the Mexican coast, while Habitas Al Ula, with 96 rooms, stands out as a sustainable desert resort in Saudi Arabia.

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The Marriott aims to expand eight of its leading brands\u2014Ritz-Carlton, W, JW Marriott, Westin, Luxury Collection, Autograph Collection, Tribute Portfolio, and Marriott\u2014in the “all-inclusive” segment. Globally, there are over 300 Autograph Collection hotels known for their “lifestyle” concept, around 40 of which are resort properties. These hotels combine traditional coastal resorts with the “lifestyle” concept, such as the 77-room Odera in Tinos, Greece, and the 118-room Domes of Elounda, both under Autograph Collection. Other examples include adult-only, all-inclusive resorts like the 320-room Royalton Chic Punta Cana and the 343-room Hideaway at Royalton Cancun, both in the Caribbean under Autograph Collection.

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Within the Hilton group, the “lifestyle” brand Curio Collection represents the evolving resort market, offering resort properties from the Maldives to the Caribbean. Globally, there are approximately 200 Curio Collection hotels, with all eight properties in Greece being resorts. Standout examples include boutique offerings like the 45-room Semeli Coast Mykonos and the 37-room Sea Breeze Santorini Beach Resort, as well as larger properties such as the 178-room The Royal Senses Resort & Spa Crete, all under Curio Collection by Hilton.

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The Radisson, meanwhile, has integrated most of its brands into the resort concept. With products spanning diverse destinations such as coasts and mountains, the Radisson resort portfolio has reached nearly 200 properties. These primarily include upper-segment brands like Radisson Blu and Radisson Red, as well as luxury offerings under Radisson Collection, lifestyle-focused properties under Radisson Individuals, and mid-range options such as Park Inn.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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The Address for Branded Resorts in Turkey: BodrumBranded<\/span><\/h3>\n<\/div>\n
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The Turkish Riviera, particularly Bodrum, has emerged as a prominent destination for branded resorts. In 2014, the 129-room Mandarin Oriental, Bodrum, representing classic luxury, became one of Turkey’s first globally branded resorts. It was followed in 2017 by the 141-room Six Senses Kaplankaya, which later joined the IHG group, and in 2018 by Marriott’s 110-room The Bodrum EDITION. In 2021, the 80-room Radisson Collection Hotel, Bodrum, opened its doors.

This year, the 212-room Hyde Bodrum joined the ranks of branded resorts in Turkey, shifting focus from classic luxury to a lifestyle-oriented concept.<\/span><\/p>\n<\/div>\n

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Core Elements of Branded Resorts<\/span><\/h3>\n<\/div>\n
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Retreat<\/span><\/p>\n<\/div>\n

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The resort experience promises guests an escape from the flow of their ordinary lives. This escape should offer guests opportunities for enrichment through themes such as wellbeing, health, gastronomy, and cultural tours. Overall, it should be designed as an exclusive renewal opportunity for guests.

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Gastronomy<\/span><\/p>\n<\/div>\n

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Restaurant and bar designs are focal points of attraction, emphasising the materials used. Local flavours and natural products are highlighted with elegant presentations.

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Storytelling<\/span><\/p>\n<\/div>\n

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The uniqueness of the hotel’s destination, combined with the unique views guests will experience, is crucial. Hotel designs that integrate with these views should evoke feelings of “serenity,” “uniqueness” and “authenticity.”

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Social Media<\/span><\/p>\n<\/div>\n

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Social media has become a primary promotion channel for branded resort hotels. In addition to collaborations with influencers, opportunities should be created for guests to share their experiences during their stay.<\/span><\/p>\n<\/div>\n

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News from Petra<\/span><\/h3>\n<\/div>\n
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Founded in 2022 by Emrullah Ak\u00e7akaya, Tassos Kotzanastassis, Bilge Turcan, and Didem Erendil, Petra HM’s portfolio reached 2,000 rooms in its second year.

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Petra HM continues to expand its <\/span>portfolio<\/a><\/span> in the resort segment. In Antalya, we have added Le Meridien Antalya Beach Resort to our portfolio alongside the Marriott Executive Apartments and Residence Inn by Marriott hotels.

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Additionally, we have included three more hotels in our portfolio: “Radisson Blu Hotel, Diyarbak\u0131r,” which we manage under a white-label service; “The Parsana Konya Hotel, a member of Radisson Individuals,” which will be Konya’s first Radisson-branded hotel and is currently under development; and “Four Points by Sheraton Istanbul Pendik”, for which we have taken on hybrid lease based management.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Turkey Market Overview<\/span><\/h3>\n<\/div>\n
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Across Turkey, the number of tourists and total overnight stays in 2024 are surpassing those of 2023. However, in the first six months of 2024, while room rates across the sector have decreased, occupancy rates have varied depending on the individual success of hotels.

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Demand has increased by 10% compared to last year

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According to statistics published by the <\/span>Ministry of Culture and Tourism<\/a><\/span>, the increase in the number of tourists visiting Turkey continues in 2024. In the first nine months of 2024, the number of tourists visiting Turkey rose by 9% compared to the same period in 2023, reaching approximately 49 million. In the same period of 2023, there were approximately 161 million overnight stays in Turkey, while in 2024, this number exceeded 172 million, showing an increase of around 6%. Notably, since March this year, the contribution of foreign visitors to overall occupancy has increased.

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Financial Performance Remains Stable

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Hotel managers evaluating the first nine months of 2024 for Petra have highlighted the adverse impact of the stable exchange rate regime on profit margins and room rates. To meet occupancy targets in city and coastal hotels, room rates were discounted, which remained high in foreign currency terms. These discounted rates have positively impacted occupancy due to increased demand. Across the sector, a balance between room rates and occupancy rates has been achieved, resulting in a stable financial performance compared to the previous year.

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More but Smaller Hotels

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According to facility statistics published by the <\/span>Ministry of Culture and Tourism<\/a><\/span>, bed capacity across Turkey increased from 1,783,613 in September 2023 to 1,823,032 in September 2024. This increase is mostly observed in hotels with a ministerial license. The total number of hotels with a ministerial license rose from 5,079 in September 2023 to 6,356 in September 2024, representing an approximate 25% increase. As the number of facilities increases, the number of more compact and boutique products is also on the rise. Compared to the same period in 2023, the average hotel size has decreased from 104 rooms to 87.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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