Farewell to Ritz-Carlton in Budapest, welcome to the new ultra-luxury hotel brand
A new chapter begins for Budapest’s most iconic hotel: Say hello to Al Habtoor Palace! Check out our article to learn more about the transformation of the well-known Ritz-Carlton into Al Habtoor Palace!
The imposing Adria Palace has hosted several hotel brands over the years. Previously operated by the Marriott Group as Le Méridien, it became known in the region as the Ritz-Carlton in 2016. The building, which once served as the headquarters of an insurance company, is now one of the city’s most iconic hotels, offering stunning views of Deák Square and the heart of the city centre.
As of 7 January, the iconic Ritz-Carlton hotel in central Budapest is set to undergo a major transformation, beginning with the removal of its signage from the building. Rebranded with a fresh image and concept, the former Ritz-Carlton hotel will continue operations under the name Al Habtoor Palace, aiming to embody the pinnacle of ultra-luxury.
The Al Habtoor Group and the Marriott Group have been at opposing ends for several years, a dispute that has now reached the courts. The owner is seeking substantial damages from Marriott following the termination of the Ritz-Carlton management contract. In this context, the rebranding of Al Habtoor Palace is also a strategic decision to operate independently.
According to Turizmus.com, the announcement was accompanied by a press release from the owner, the Al Habtoor Group, which stated that this change reflects its ambitions to elevate the brand to a global stage and showcase its premium services in Budapest.
From Ritz-Carlton to Al Habtoor Palace: The vision of the Al Habtoor Group
The Al Habtoor Group is one of the most prominent business groups in the Middle East, with a significant presence in the real estate, automotive and hospitality sectors. The group’s owner, Khalaf Al-Habtoor, is known not only as a businessman but also as a key figure in the development of tourism in Dubai. His presence in Budapest and his affinity for Hungarian culture and gastronomy were particularly important in his decision to make the global debut of Al Habtoor Palace in the capital.
According to Index, the Al Habtoor Palace concept is aimed at the ultra-luxury category, combining unique guest experiences, sophisticated services and world-class quality. The company promises that the new hotel will represent the pinnacle of luxury hospitality in Europe, offering guests unparalleled comfort and personalised attention. The building’s new design and services will reflect both the richness of its historic surroundings and the innovation of modern luxury..
Al-Habtoor’s decision to launch the brand in Budapest for its European debut was based on several factors. The businessman’s personal connection to Hungary, the city’s rich cultural heritage and vibrant lifestyle all contributed to the decision to open a new chapter in the region. The importance of the Central European market is further underscored by the fact that the Ritz-Carlton network has only a few locations in the region, making the positioning of the new brand a strategic move.
The launch of Al Habtoor Palace marks the beginning of a new era for the city centre luxury hotel. The new brand will not only change the hotel’s name but its entire identity, offering unique experiences that go beyond the traditional notion of luxury. The Al Habtoor Group’s vision to make its home brand known worldwide has reached a new milestone in Budapest. The building, which began life as the headquarters of an insurance company, is now becoming one of the most prominent examples of ultra-luxury hospitality.
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