Rixos Hotels Takes Turkish Luxury All Inclusive Global
Rixos Hotels began in Antalya in 2000 with an idea that was relatively unusual at the time: all-inclusive hospitality could be positioned as a luxury experience rather than simply a convenient holiday package. More than two decades later, the Turkish-born brand has become an international resort business, expanding beyond Turkey into Europe, the Middle East and, increasingly, Asia and the Americas.
The brand currently sits within Ennismore, the hospitality company in which Accor is the majority partner. Accor’s June 2026 figures listed Rixos at 47 hotels and 20,103 rooms, while Ennismore’s more recent brand information lists 50 hotels, more than 20,000 rooms and 22 properties in the pipeline. The difference reflects the pace at which the network is expanding.
Rixos has built its identity around the phrase “All Inclusive, All Exclusive.” The model combines accommodation, dining, entertainment, sports, wellness and children’s activities within large resort properties. The objective is not simply to provide guests with meals and drinks in one package, but to make the resort itself a major part of the holiday experience.
That approach can be seen clearly at Rixos Premium Belek in Antalya. The resort occupies about 405,000 square meters and is classified as a five-star all-inclusive property, with a 600-meter beach. Its scale allows the operator to combine accommodation with restaurants, leisure facilities, sports, wellness and entertainment.
Turkey remains an important part of the Rixos identity, but international expansion is now becoming increasingly important to the brand. Asia is particularly interesting because the company is entering markets where large integrated resorts and experience-based tourism already have strong demand.
Vietnam is one of the most significant examples. Rixos Phu Quoc on Hon Thom Island is planned as the brand’s first Asian resort and is scheduled for 2026. Accor says the property will have more than 1,700 rooms, 22 dining venues and extensive wellness and leisure facilities, including children’s and teenagers’ clubs, water activities, gardens and a theater.
Thailand is the next major step. Ennismore announced in September 2026 that Rixos Water World Phuket is expected to open in early 2028 after an extensive renovation. Located on Mai Khao Beach, the resort will introduce Rixos’s luxury all-inclusive concept to Phuket and include extensive leisure, sports, entertainment and family facilities.
The expansion is not limited to Asia. Rixos has also been moving into the Americas, with properties in Mexico being converted to the brand following renovations. Accor’s 2025 announcement covered three resorts in Cancun, Cozumel and Puerto Vallarta that were to be reflagged as Rixos properties.
The business model is particularly relevant to hotel developers and investors. Rixos is not simply selling rooms. Its large resorts require significant investment in restaurants, pools, entertainment, children’s facilities, wellness, sports and event infrastructure. That creates opportunities for architects, construction companies, interior suppliers, food-service businesses, technology providers, furniture and equipment manufacturers, and specialist hospitality operators.
The partnership with Ennismore and Accor also gives the brand access to a much larger international hospitality ecosystem. Ennismore combines its brand and design capabilities with Accor’s distribution and development expertise, while Rixos retains its distinct Turkish identity and all-inclusive positioning.
This makes Rixos an interesting model for other Asian hotel companies. A regional hospitality brand does not necessarily have to abandon its original identity when entering international markets. Instead, a distinctive concept can be combined with international distribution, partnerships and local developers.
There are challenges, of course. Large all-inclusive resorts require substantial capital and careful management. Maintaining consistent food quality, service, entertainment and family programming across different countries can also become more difficult as the network grows. Competition is increasing as other major hotel companies expand their own all-inclusive portfolios.
For Asian investors and hotel developers, however, Rixos is worth watching. Its expansion into Vietnam and Thailand shows that the luxury all-inclusive model is moving into new Asian markets, while its broader pipeline demonstrates how a Turkish hospitality brand can evolve into a global business.
For Biz Asia Post readers, Rixos is therefore more than a hotel brand. It is a case study in international hospitality expansion, and its growth could create opportunities for developers, suppliers and service companies across the Asian tourism market.
