Business Traveller (Middle East)
Unearthing conscious luxury at Saudi Arabia’s heritage hotspot
A new community focused eco- luxe resort aims to put Saudi Arabia’s “living museum” on the experiential tourism map
The people, heritage, culture and natural beauty of AlUla in north-western Saudi Arabia make it truly unique. Referred to as a living museum, this up-and-coming destination, untouched by tourists until now, promises to take visitors on “a journey through time.”
“Home to Hegra, a UNESCO world heritage site and an archaeological site of the ancient Nabataean civilisation, dating back to the 4th century BC, it formed part of an old incense trade route, which also included Petra in Jordan. Combine this with the beautiful desert landscape, adventure, culture and people and it makes a visit to AlUla an unforgettable experience,” explains Oliver Ripley, the CEO and co-founder of Habitas, a global hospitality group with a community-centric conscience.
With Habitas properties much more than a place to stay, but “homes” that aim to change people’s lives by creating deeper human connections and positively impacting local communities through education, employment and establishing sustainable micro-economies, AlUla is the perfect location for its first Middle East property – a community focused eco-friendly resort that will redefine modern luxury with its experiential hospitality concept.
Currently under construction in the desert canyons of Ashar Valley and with a mooted phase one opening date of early 2021, Habitas AlUla will offer 100 “experiential rooms” and Habitas’ signature “immersive programme”, which will “celebrate AlUla’s heritage and local culture”.
“Our immersive programming ties into our six pillars: wellness, adventure, music, food, culture and learning, where we’ll blend Habitas rituals and local customs,” explains Ripley. “For example, at all of our homes we have a ‘ Welcome Ceremony’ where we ask guests to set their intention for their stay, while burning local incense. In Mexico we burn copal, whereas in AlUla, we’ll burn oud. We’ll also offer our sound meditation, blending local instruments. Our experience is designed to authentically celebrate local traditions.”
With this in mind, the Habitas AlUla guest profile will be the global community of people who “don’t identify themselves by the jobs they do, or with material possessions or labels, but rather a shared set of values, seeking a life of purpose and inspiration”.
“We aim to attract conscious travellers seeking authentic experiences, not traditional cookie-cutter luxury. We want people to have experiences that will remain with them long after they leave AlUla,” adds Ripley.
That includes business travellers, he says, revealing plans to host corporate retreats encompassing “gathering spaces” set against AlUla’s “breathtaking backdrop”. It’s the “perfect setting for groups to come together”, he adds.
Habitas AlUla has been made possible by Habitas partnering with The Royal Commission for AlUla (RCU), which has a clear strategy to expand local economic opportunities through light-touch tourism and sustainable development.
Sustainability is “at the core” of the Habitas brand, notes Ripley, with all properties run on solar power and recycled water and the supply chain “almost entirely single-use plastic free”.
“Our food is sourced locally and seasonally and food waste is properly managed and disposed of,” he adds.
Habitas minimises environmental impact by using sustainable materials that are manufactured off-site and then assembled on-site and the AlUla property has been designed to blend seamlessly with the natural landscape.
Habitas will also spearhead multiple community empowerment projects that include training schools for local staff, sourcing local handicrafts and food supplies, showcasing Saudi artists, promoting conservation and establishing tourism experiences with local chefs, residents, farmers and schools.
“Our goal is to empower local communities in every location that we go into,” explains Ripley. For that reason, the brand is keen to explore expansion opportunities in Saudi Arabia and across the Middle East – “a region with rich culture, history and incredibly warm and friendly people, which aligns to the Habitas ethos”, he says.
The ultimate goal, Ripley stresses, is to roll out Habitas homes worldwide deepen human connections on a “true global scale”.
We aim to attract conscious travellers seeking authentic experiences, not traditional cookiecutter luxury