Al Khozama reveals a progressive Re-Brand at the 2018 Arabian Travel Market
New business strategy focused on diversification
SAR 1.3 Billion investment to deliver reimagined luxury lifestyle, retail, and hospitality experiences
Dubai, 22nd of April 2018: Al Khozama reveals its refreshed brand identity and the renaming of the business as “Al Khozama” during the Arabian Travel Market 2018. Known for decades as the leading luxury hospitality & retail company and later also luxury property management company in the Kingdom, Al Khozama applies an intuitive strategy to navigate the rapidly evolving marketplace of Saudi Arabia.
Establishing itself as a trendsetter of the inherent Saudi aesthetic and driver of the luxury market demand in the Kingdom, it is with this rebrand that the company is repositioning itself from a luxury property management business to one that is creating coveted lifestyle destinations and experiences.
Its legacy are the pillars that support its continuing success and is an important narrative to acknowledge as it moves forward into its aspirations. Speaking to the CEO of the company, Abdulaziz Al Habib said, “We are rejuvenating our business model, whilst retaining our landmark assets, as we move from asset based to asset light in an evolution which our board supports and encourages. We take a holistic view of our business to fully encompass our community, the marketplace and our people – both partners and staff. We want a successful and sustainable business that has an impact all round and we are confident this is the right way into the future. Rebranding our identity is a natural result and a reflection of the change in the way we operate.”
The refreshed brand comes complete with a renewed vision, mission, and business strategy that translate into tangible changes into how its multiple lines of business operate under its umbrella. From Asset and Facilities management to Hospitality and F&B, Al Khozama constantly endeavors to apply best practice and innovation across its business.
“Setting trends, touching lives”
He continued, “We do not shy away from going into new unchartered territories, on the contrary we have been very successful in doing so and have a legacy of many firsts in each of the sectors we work in – the Hotel Al Khozama and the Al Faisaliah Tower are both prime examples of that. Today, we have a number of plans underway to continue this legacy. We are redeveloping the Al Faisaliah District which will be the home to many of the concepts and innovations we are bringing to market. The District will of course be digitally integrated throughout and offers a live work play destination for both the local and international visitors and communities.”
The company announced late last year an ambitious SAR 1.3 billion redevelopment project that positively supports its new business model and, once again pushes the boundaries to meet evolving customer, market and societal expectations. Working with Gensler, the global award-winning architects on improving the District’s connectivity by linking the buildings and allowing direct access to the tower from Olaya for the first time thus repositioning the complex as “The Al Faisaliah District”. Another first for the company and the Kingdom.
In addition to the overall rebrand and investment in the sector, and in line with the company’s business strategy of diversifying and expanding its lines of business, Al Khozama has also announced the launch of its renewed hospitality brand – AK Hotels & Resorts. AK Hotels & Resorts consolidates all hospitality assets and contracts within Al Khozama’s offering including the management of Hotels, Resorts, Residences, and Spas.
Al Khozama is investing heavily in providing unparalleled places and spaces through a robust investment strategy, unwavering customer centricity, and a passionate performance management system all delivered through a dynamic business culture. It is once again paving the way for a new era in the Kingdom’s hospitality, property management, facilities management, and retail sectors. Working with some of the world’s most renowned brands and partners, the likes of which include the Hakkasan Group, Apple, and many high-end luxury brands, bringing to market the very best in class.
Working alongside one of the world’s most influential infrastructure developers – Salini Impregilo and partners to redevelop The District and transform it into an iconic destination for businesses, tourists and the public to enjoy the wide array of interests, pursuits, and attractions.
Throughout Al Khozama’s distinguished legacy, its discerning guests have been central to their brand values and remains as such. It has been encapsulated in the new brand refresh that depicts a dynamic market leader for whom excellence is not, and never has been, an ambition but in fact a modus operandi.
Moreover, in a business and operating environment being heavily reshaped and influenced by the Saudi Vision 2030 initiative – it is only apt and appropriate that the company takes on both this opportunity and challenge, with that declaring a strong and distinctive brand voice to create a new narrative for the business and the Saudi customer.
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