Dubai: Makarem Hotels, a leading Saudi hospitality brand under Taiba Investments, has launched a bold new brand identity, reinforcing its ambition to become the global leader in spiritual hospitality. The relaunch aligns with Saudi Arabia’s Vision 2030 — the country’s economic diversification blueprint — and comes as the Kingdom accelerates efforts to welcome over 150 million tourists annually by the end of the decade.
Launched under the theme “Journey to the Origins,” the new identity blends tradition and innovation, reflecting Makarem’s deep cultural heritage while embracing modern service standards and hospitality technologies. Established in 1983, Makarem is known for its presence in the holy cities of Makkah and Madinah, catering primarily to pilgrims and religious visitors.
The announcement was previewed at Arabian Travel Market 2025 in Dubai, one of the region’s largest tourism exhibitions. However, the rebranding is part of a broader international strategy, with upcoming rollouts planned in Saudi Arabia and key global markets.
“This transformation goes far beyond a visual change,” said Sultan bin Badr Al Otaibi, CEO of Taiba Investments. “It’s a new operational philosophy rooted in authentic Islamic values, enhanced by technology such as AI, and designed to create a spiritually enriching and highly personalized guest experience.”
Makarem’s updated brand strategy includes expanding investment partnerships, enhancing service quality, and increasing its visibility through international events. The brand also plans to tap into growing demand for culturally immersive travel and spiritual tourism.
With its new identity, Makarem is positioning itself not just as a hotel brand, but as a cultural ambassador, offering a distinctive Saudi hospitality experience that resonates with faith-driven travelers from around the world.