Hilton: Saudi Luxury Is Saturated, Now Targeting Mid-Market
Simon Vincent, Hilton's president for Europe, Middle East and Africa, said Saudi Arabia's upper-end hotel market is largely established, with Hilton already operating Conrad, Waldorf Astoria, Hilton, Curio and DoubleTree brands there. The next growth wave will come from mid-market brands and franchising. Vincent cited Turkey as proof: from the Hilton Istanbul Bosphorus opening in 1955 to more than 100 hotels in the country today, expansion came mainly through mid-market brands such as Hilton Garden Inn in provincial towns and Hampton in secondary cities.
Impact and considerations
Saudi hotel supply is shifting from luxury-led to mid-market expansion, which could widen accommodation options for business travellers in secondary cities and provincial towns, and open more entry points for developers and franchise partners.
Key points
- Hilton EMEA president Simon Vincent said Saudi Arabia's upper-end hotel market is largely established.
- Hilton already operates Conrad, Waldorf Astoria, Hilton, Curio and DoubleTree brands in Saudi Arabia.
- Hilton's next phase in Saudi Arabia focuses on mid-market brands and franchising.
- Vincent cited Turkey: from the Hilton Istanbul Bosphorus opening in 1955 to more than 100 Hilton hotels in the country today.
- Turkey's build-out came mainly through mid-market brands such as Hilton Garden Inn and Hampton, not more Conrads.
- Mid-market hotels are the best hotels in many Turkish towns and cities.
Sources and time
- Primary source
- Skift
- Other sources
- 0
- First source publication
- 18 Sept 2026, 19:30
- Page published
- 18 Sept 2026, 19:42
- Last updated
- 18 Sept 2026, 19:30
- Original links
- Skift Feed：Hilton Has Luxury ‘Coming Out of Its Ears’ in Saudi Arabia. Now It Wants the Middle Market. (opens in a new tab)Primary source · en · Published 18 Sept 2026, 19:30