Taiba Investments is set to unveil the refreshed identity of its home-grown hospitality brand, Makarem, at the Arabian Travel Market (ATM) 2025. The event will take place at the Dubai World Trade Centre from April 28 to May 1.
As a key player in Saudi Arabia’s hospitality sector, Taiba Investments is using this platform to spotlight the transformation of Makarem Hotels—one of the Kingdom’s most renowned brands—by revealing a new vision that seamlessly blends Saudi heritage with modern innovation.
Sultan bin Badr Al Otaibi, CEO of Taiba Investments, emphasized that the rebrand is more than just a new look. “This identity represents a complete operational philosophy—enhancing our hospitality culture, introducing innovative services, raising quality benchmarks, and integrating cutting-edge technologies such as AI to enrich the guest experience,” he said.
At the heart of Makarem’s renewed identity is the theme “Journey to the Origins”, a concept that reflects the brand’s deep Saudi roots while addressing evolving global hospitality trends. Since its founding in 1983, Makarem has delivered a uniquely Saudi hospitality experience—one that merges authenticity with excellence.
The reimagined brand aligns closely with Saudi Vision 2030, reinforcing Makarem’s commitment to supporting religious and cultural tourism, economic diversification, and the creation of a vibrant, inclusive society. It aims to meet the needs of the growing number of pilgrims and visitors to Makkah and Madinah by offering an enriched spiritual journey centered on warmth, authenticity, and personalized care.
Makarem’s strategic roadmap includes expanding its footprint, forging new investment partnerships, and increasing its presence at major regional and global events. Its service model will focus on delivering superior quality, attention to detail, and a strong connection to Islamic values and local traditions.
With the Kingdom targeting over 150 million annual tourists by 2030, this rebrand comes at a pivotal moment. It positions Makarem as a key contributor to national tourism goals and sets the stage for significant growth.
“We are committed to making Makarem the leading Saudi hospitality brand in the holy cities of Makkah and Madinah—one that pilgrims and Umrah visitors trust to deliver a deeply spiritual and forward-thinking experience,” Al Otaibi added.
The rollout of the new identity will feature a series of launch events across Makkah and Madinah, followed by activities on both regional and international stages. These efforts aim to solidify Makarem’s reputation as a pioneer in spiritual hospitality and broaden its appeal among global travelers.
With its revitalized identity, Makarem is poised to redefine spiritual hospitality—offering a unique Saudi experience rooted in tradition, enhanced by innovation, and dedicated to providing comfort and peace of mind to every guest from arrival to departure.
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Written By Queen Diana Story
