“Makkah has been a particular focus for Starwood growth, with Sheraton being one of three brands to make its entrance into the market in the next year,” said Michael Wale, President, Starwood Hotels & Resorts Europe, Africa and Middle East. “The property will offer pilgrims the Sheraton brand’s renowned world-class service and a comfortable hospitality experience in the holy city.”

Sheraton Makkah Jabal Al Kaaba will feature 414 rooms and branded service apartments, all outfitted with the Sheraton brand’s signature amenities and services, including its premium sleep experience. The hotel will also offer four dining experiences, as well as ample meeting and events space.

“Saudi Arabia remains one of our strongest growth markets in the region and we are on track to more than double our presence in the country in the next three years,” Neil George, Senior Vice President, Acquisitions & Development, Starwood Hotels & Resorts, Africa and Middle East. “With the growth of religious travel into Saudi Arabia, there continues to be a strong demand for hotels within the holy city and Starwood is in an enviable position with a pipeline of more than 3,000 new rooms in addition to 1,200 existing rooms in this market.”

Abdullah Aldawood, CEO of Altayyar Travel Group said, “We believe the location of this hotel together with a strong brand name like Sheraton makes for a winning combination for our first branded hotel in the holy city. We are confident in Starwood’s ability to provide the finest of its globally recognized services under the Sheraton brand to pilgrims.”

Altayyar Travel Group has recently taken a strategic direction to integrate and expand its business into the hospitality sector, and to build a solid portfolio complementing its current business of travel-related services and e-commerce.

Aldawood added, “We are committed to modernization across all of our business units to ensure sustained growth through integrating the hospitality aspect and innovation in our existing travel related businesses.”

Starwood operates more than 50 hotels and resorts across the Middle East under eight of the company’s ten distinct lifestyle brands, including: The Luxury Collection, St. Regis, Sheraton, Westin, W, Le Méridien, Four Points by Sheraton and Aloft. The company is on track to operate 100 hotels in the region by 2020.

About Sheraton Hotels & Resorts

Sheraton Hotels & Resorts, the largest and most global brand of Starwood Hotels & Resorts Worldwide, Inc., makes it easy for guests to explore, relax and enjoy the possibilities of travel through smart solutions and effortless experiences at more than 440 hotels in more than 72 countries around the world. The brand is currently in the midst of implementing Sheraton 2020, a 10 point plan designed to make Sheraton the global hotel brand of choice, everywhere. Sheraton recently launched “Where Actions Speak Louder,” a multi-channel, multi-million dollar advertising campaign that highlights the brand’s ongoing enhancements to its guest experience, including new products and partnerships, and a renewed focus on service. With work well underway, the brand has already rolled out a variety of initiatives under Sheraton 2020, including Paired, a new imaginative lobby bar menu; the richest SPG promotion in the brand’s history; and Sheraton Grand, a new premier tier that recognizes exceptional Sheraton hotels and resorts.