What's Happening?
Ennismore, a lifestyle hospitality group, is set to open SO/ Ras Al Khaimah, its first all-inclusive resort outside Europe, on Al Marjan Island in the UAE. The resort will feature 257 rooms and suites with sea views, five curated dining experiences, a spa, and a 24-hour gym. Positioned along Ras Al Khaimah's coastline, the resort aims to blend fashion-inspired design with world-class dining and lifestyle programming. The opening comes amid a tourism boom in Ras Al Khaimah, which recorded 1.28 million overnight visitors in 2024, a 12% increase from the previous year.
Why It's Important?
The launch of SO/ Ras Al Khaimah marks a significant expansion for Ennismore in the luxury all-inclusive segment. The resort strengthens Ennismore's ALL Inclusive Collection, which includes brands like Rixos, Hyde, and SLS. This expansion reflects the growing demand for upscale all-inclusive travel experiences, particularly in regions experiencing tourism growth like Ras Al Khaimah. The resort's opening is expected to contribute to the emirate's goal of attracting 3.5 million annual visitors by 2030, supported by investments in luxury hospitality.
What's Next?
SO/ Ras Al Khaimah is set to open later this year, offering a unique blend of luxury and lifestyle experiences. The resort's location on Al Marjan Island places it near new cultural, retail, and entertainment developments, including the island's first casino. Ennismore's expansion in the all-inclusive segment is likely to continue, with a global pipeline of over 60 resorts in development, including upcoming openings in Mexico, Egypt, Dubai, and Vietnam. The success of SO/ Ras Al Khaimah may influence future resort developments in the region, emphasizing the importance of integrating local culture and natural landscapes into luxury hospitality offerings.
Beyond the Headlines
The opening of SO/ Ras Al Khaimah highlights the evolving landscape of luxury hospitality, where all-inclusive resorts are increasingly popular among upscale travelers. Ennismore's focus on fashion-inspired design and immersive lifestyle programming reflects a broader trend towards creating unique and personalized travel experiences. This approach may influence other hospitality brands to innovate and differentiate their offerings in competitive markets. Additionally, the resort's emphasis on wellness and nature aligns with growing consumer interest in health-conscious travel options.
