Nujuma, A Ritz-Carlton Reserve, is set to open next month as one of the most expensive hotels in Saudi Arabia, with rates exceeding $3,400 a night. Marriott International has employed a promotional video featuring its multi-property general manager dressed as Lawrence of Arabia, to showcase the luxury resort located along the Red Sea. The property will offer 63 villas set over the water, reminiscent of those in the Maldives, and will feature amenities such as a spa, swimming pools, dining options, a retail area, and leisure facilities including a diving center for underwater exploration.
The nearby St. Regis Resort at The Red Sea, also managed by Tony Coveney, has already been visited and promoted by Christiano Ronaldo. Nujuma is part of The Red Sea project, a fast-developing coastal tourism initiative in Saudi Arabia that aims to have 50 hotels within its premises. The plan is to open 16 hotels by 2025 and an additional 34 by 2030, with many being operated by international brands. The Red Sea project reflects Saudi Arabia’s evolving tourism strategy, embracing the heritage and tourism potential of stories like Lawrence of Arabia.
The promotional video for Nujuma showcases the beauty of the luxury resort, with stunning shots of the desert, coastline of The Red Sea, and the opulent villa accommodations. The campaign positions the property as a “place of true Saudi wonder,” highlighting the unique offerings and experiences that guests can expect when visiting. With its focus on luxurious amenities and a picturesque setting, Nujuma aims to attract high-end travelers seeking an exclusive and immersive experience in Saudi Arabia.
Marriott’s smallest but most luxurious brand, The Ritz-Carlton Reserve, will manage Nujuma, promising guests a world-class experience in a setting that combines luxury and natural beauty. The property’s location within The Red Sea project provides guests with access to pristine beaches, cultural experiences, and opportunities for underwater adventure. With a strong emphasis on hospitality and service excellence, Nujuma aims to set a new standard for luxury accommodations in Saudi Arabia.
By leveraging the iconic imagery and cultural significance of Lawrence of Arabia, Marriott International is aiming to create a unique and memorable experience for guests at Nujuma. Drawing inspiration from the historic epic film, the promotional video featuring Tony Coveney as Lawrence of Arabia adds a touch of nostalgia and intrigue to the upcoming luxury resort. The strategic marketing approach aligns with Saudi Arabia’s broader tourism goals, which aim to position the country as a premier destination for luxury travel and cultural exploration.
As Saudi Arabia continues to develop its tourism sector, initiatives like The Red Sea project and properties like Nujuma play a crucial role in attracting international visitors and showcasing the country’s rich heritage and natural beauty. By embracing iconic stories like Lawrence of Arabia and promoting them through high-end hospitality offerings, Saudi Arabia is able to appeal to a diverse range of travelers seeking unique and immersive experiences. With Nujuma poised to become one of the most luxurious hotels in the region, it represents a significant step forward in Saudi Arabia’s efforts to establish itself as a top luxury travel destination.
