The Turkish hotel chain Otium Hotels is undergoing a significant transformation, as it is set to be rebranded as Marvida Hotels.
The announcement was made by Hakan Yilmaz, the Chief Operating Officer of Coral Group Hotels, during a press conference at the Starway annual award ceremony for the best agencies of Coral Travel.
Yilmaz shared that the rebranding comes as part of a strategic shift in the network’s concept, aiming to create a more dynamic and contemporary image. Currently, the Otium Hotels network encompasses 13 hotels, and the goal is to incorporate around 20 new hotels through franchising agreements over the next two years.
Coral Group Hotels operates under three brands: Otium Hotels, which is transitioning to Marvida Hotels, Seven Seas Resorts & Hotels with three hotels in Turkey, and Xanadu Hotels, boasting one hotel in Turkey and another in Egypt. Post-rebranding, Marvida Hotels will continue to include only 4 and 5-star properties, offering three distinct holiday concepts: club, family, and adult-only. Family hotels will emphasize services for children, including the operation of Coral Family Club facilities. Adult-only hotels will focus on balanced nutrition and sports programs.
Yilmaz highlighted the strong performance of Coral Group Hotels, with an average occupancy rate of 94% this year, despite a slight decrease in demand at the beginning of the year from the Russian market. He noted that the hotels cater to tourists from 25 countries, with Russians traditionally taking the lead. In the flagship Xanadu hotel, Russian tourists share the top spot with visitors from England and Germany, the numbers of which have significantly increased post-pandemic. There has also been a noticeable rise in guests from Central Asia, the Balkans, the Baltic states, and Poland, contributing to the overall increase in occupancy rates.
The COO pointed out a 14-15% average price increase across the hotels this year, with expectations for prices to remain stable in 2023. Discussing tourist preferences, Yilmaz observed that Russian tourists are particularly active in utilizing spa services, booking private beach pavilions, and dining in a-la-carte restaurants. They also actively participate in sports activities, on par with tourists from the UK and Poland.