Latest News: Rotana Strengthens Travel Leadership with WTTC Partnership Focused on Workforce Development

Published on December 2, 2025

The World Travel & Tourism Council (WTTC) has received Rotana Hotel Management Corporation as its most recent Regional Member, enhancing the Council’s presence in the Middle East, Africa, Eastern Europe, and Turkey. Rotana is now part of an international community of companies in the travel and hotel industry, focused on sustainability and innovation and on growing a trained workforce.

Both parties have a lot to anticipate from this partnership. As a leading hospitality company in the Middle East, Rotana extends its service excellence, sustainability, and digital transformation competencies in hospitality to the WTTC. As the travel and hospitality sector continues to recover, this partnership will enhance the global conversation to define the new opportunities to come.

Rotana’s Rise in the Hospitality Landscape: A Legacy of Innovation and Growth

Founded in 1992, Rotana has become one of the leading hotel management companies in the Middle East. Today, the company operates nearly 80 properties across 29 cities in 14 countries, offering over 21,000 rooms. This rapid growth has been fueled by a commitment to exceptional guest experiences, innovative services, and a diverse portfolio designed to cater to various customer segments. With plans to expand to over 120 properties in 22 markets, Rotana is poised to further solidify its presence as a key player in the region’s hospitality industry.

Rotana’s multi-brand portfolio includes Rotana Hotels & Resorts, Centro Hotels, Rayhaan Hotels & Resorts, Arjaan Hotel Apartments, Edge by Rotana, and The Residences by Rotana. Each brand caters to different customer needs, while all align with the company’s guiding promise of “Treasured Time.” This diverse offering ensures that Rotana continues to attract a wide range of guests, from business travelers to families seeking leisure, and from luxury clients to those looking for affordable but high-quality accommodations.

WTTC’s Commitment to Sustainable and Inclusive Growth

WTTC’s interim President & CEO, Gloria Guevara, expressed her enthusiasm for welcoming Rotana to the global network. She emphasized that Rotana’s regional expertise and innovative approach to hospitality align perfectly with the WTTC’s mission to foster long-term inclusive growth and resilience across global travel and tourism.

Guevara remarked that Rotana’s leadership in regional development, sustainability, and talent cultivation sets an example for the entire sector. She emphasized that the addition of Rotana to the WTTC network will play a crucial role in advancing a more connected and sustainable future for the industry, which is essential as global tourism continues to recover and evolve in the post-pandemic landscape.

Philip Barnes: Rotana’s Vision for Global Collaboration and Innovation

Philip Barnes, CEO of Rotana, highlighted the strategic significance of the new partnership with the WTTC. He expressed that joining the WTTC marks an exciting milestone for Rotana, allowing the company to contribute its regional expertise to the global travel and hospitality dialogue. Barnes emphasized that Rotana’s core belief in the power of connection—between people, cultures, and ideas—aligns seamlessly with the WTTC’s global efforts to promote sustainability, empower talent, and drive meaningful growth.

By partnering with the WTTC, Rotana will have a platform to collaborate with industry leaders worldwide, championing innovative solutions and advocating for sustainability in travel. This collaboration will also provide Rotana with unique opportunities to influence the global conversation about the future of hospitality, making it an integral part of shaping the industry’s next chapter.

A Focus on Sustainability and Digital Transformation

One of the key areas in which Rotana will contribute to the WTTC’s initiatives is sustainability. The hospitality sector’s growing emphasis on sustainability, from reducing energy consumption to responsible waste management, is more crucial than ever. Rotana’s track record in implementing sustainable practices at its properties will add significant value to global discussions on green tourism.

Additionally, the digital transformation of the hospitality industry is another area where Rotana will share its expertise. With increasing reliance on technology in guest experiences, such as mobile check-ins and AI-driven customer service, Rotana is committed to integrating digital innovations that enhance operational efficiency and improve guest satisfaction. By working with the WTTC, Rotana will help shape the future of digital transformation in the travel industry, ensuring that the sector remains adaptable and future-ready.

Workforce Development: Cultivating Talent for the Future of Hospitality

The WTTC and Rotana share a deep commitment to workforce development, a cornerstone of their collaboration. Rotana has been actively involved in creating opportunities for local talent, particularly in the Middle East, where tourism and hospitality sectors are growing rapidly. The company’s workforce training and talent development programs are designed to foster the next generation of hospitality leaders.

This focus on talent aligns with the WTTC’s mission to build a resilient and inclusive workforce that can drive sustainable tourism growth. As Rotana continues to expand across the Middle East and beyond, it will play a critical role in cultivating a workforce that can meet the evolving demands of the global tourism industry.

Looking Ahead: A Stronger, More Connected Travel Industry

The partnership between Rotana and the WTTC is an exciting development for the travel and tourism sector. As the industry looks to recover from the challenges posed by the COVID-19 pandemic, collaborations like this will help accelerate progress toward a more sustainable and digitally advanced future. By joining the WTTC, Rotana is taking its place among the leaders shaping the future of global travel and hospitality.

With both organizations focusing on sustainability, innovation, and workforce growth, the future of the travel industry is bright. The collective efforts of WTTC and Rotana will continue to drive positive change, helping to build a more resilient and inclusive travel ecosystem. As the tourism sector grows, the collaboration will further strengthen the Middle East’s position as a key player in the global travel industry.