Taiba Investments Reveals New Look for Makarem Hotels at the 2025 Umrah and Ziyarah Forum
Taiba Investments, partly owned by the Saudi Public Investment Fund, has revealed a new brand identity for its hotel chain ‘Makarem’ during its role as a Platinum Sponsor at the 2025 Umrah and Ziyarah Forum.
With its new look, Makarem aims to redefine “spiritual hospitality,” staying true to its values while keeping up with the latest trends in the hotel industry both in Saudi Arabia and worldwide, according to the company’s statement on Friday.
Makarem has been in the hotel business since 1983, and its updated identity builds on its long history of offering a unique Saudi hospitality experience. The new slogan, “Redefining Spiritual Hospitality,” reflects a forward-thinking approach that matches the changing needs of pilgrims and visitors to the Holy Cities.
Sultan bin Badr Al-Otaibi, CEO of Taiba Investments, said, “The new identity is more than just a fresh look. It includes a full operational plan—improving service culture, offering new guest services, and raising quality standards. It also brings in new technologies like artificial intelligence and digital tools to improve the guest experience.”
Al-Otaibi also pointed out that Makarem’s role as a Platinum Sponsor at the Umrah and Ziyarah Forum, held at the King Salman International Convention Center in Madinah from April 14 to 16, 2025, highlights the company’s commitment to strengthening Makarem’s reputation as a top Saudi brand in Makkah and Madinah. The goal is to make it the first choice for pilgrims by offering a hospitality experience that combines authenticity, spirituality, and a vision for the future.
Hospitality in the Holy Cities
Makarem Hotels, a Saudi hotel brand, was founded in 1983. It mainly serves guests in the holy cities of Makkah and Madinah. The brand operates several hotels, including Makarem Ajyad Hotel and Makarem Mina Hotel.
Makarem’s goal is to provide a hospitality experience that enhances the spiritual journey of pilgrims and people performing Umrah. The brand focuses on being authentic, innovative, and offering a personal touch, which aligns with Saudi Arabia’s Vision 2030.
Record Profits
Makarem Hotels is part of Taiba Investments, a company founded in 1988 and listed on the Saudi Stock Exchange (Tadawul). The Public Investment Fund (PIF) owns 8.49% of Taiba.
In 2024, Taiba Investments reported a big profit increase of 205.59%, reaching SAR 333.7 million ($89 million). This was due to higher revenues, especially in the hospitality sector.
The company said the strong results came from more pilgrims, Umrah performers, and visitors, as well as hosting events in Riyadh. Taiba also benefited from buying Dur Hospitality and expanding its business across the Kingdom.
Earnings per share (EPS) grew to SAR 1.28 in 2024, up from SAR 0.65 in 2023. Total revenue rose by 145% to SAR 1.31 billion ($349.26 million).
Published: 19th April 2025
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