Ennismore Partners with NEOM to Launch 25hours Hotels and Morgans Originals in Trojena

Major Lifestyle Hotel Brands Set to Debut in NEOM’s Mountain Destination

Saudi Arabia’s flagship giga-development, NEOM, has announced a strategic hospitality partnership with Ennismore, marking the group as its first official hotel partner. Under the agreement, two globally recognised lifestyle brands — 25hours Hotels and Morgans Originals — will open properties in Trojena, NEOM’s high-altitude tourism destination.

The move strengthens NEOM’s ambition to position Trojena as a world-class mountain resort that blends adventure, sustainability, and experiential hospitality.

Trojena: A Next-Generation Alpine Tourism Hub

Trojena is being developed as a year-round mountain tourism destination within NEOM, offering outdoor adventure, wellness, entertainment, and winter sports infrastructure. The project is also set to host the 2029 Asian Winter Games, placing the region on the global sporting map.

Part of NEOM’s broader urban transformation — including the linear city project The Line — Trojena represents Saudi Arabia’s push toward innovative, sustainable tourism infrastructure aligned with Vision 2030.

25hours Hotel Trojena: Futuristic Design and Social Energy

The upcoming 25hours Hotel Trojena will introduce the brand’s signature storytelling-driven hospitality style to Saudi Arabia’s mountain landscape. The concept is expected to feature:

• A cinema experience integrated into the property

• A farm-to-table dining venue focused on fresh and local ingredients

• A rooftop restaurant with an outdoor pool overlooking the Trojena mountains

Known for bold interiors and culturally inspired narratives, 25hours Hotels will deliver a vibrant and community-oriented atmosphere tailored to adventurous travellers.

Morgans Originals: Immersive Luxury in the Mountains

The Morgans Originals Trojena property will focus on art, wellness, and curated lifestyle experiences. Planned highlights include:

• Four premium dining venues

• Immersive art installations and cultural programming

• A spa and bathhouse concept

• A rooftop pool bar with panoramic mountain views

The brand’s arrival signals NEOM’s intention to combine elevated design with social and entertainment-led hospitality formats.

Strengthening Experiential Hospitality in Saudi Arabia

By signing Ennismore as its first hotel partner, NEOM reinforces its commitment to shaping the future of hospitality in the Kingdom. The integration of lifestyle brands within Trojena supports a differentiated tourism offering centred on creativity, sustainability, and design innovation.

With large-scale infrastructure underway and global events scheduled, Trojena is emerging as one of the Middle East’s most ambitious mountain resort developments.

Supporting Vision 2030 and Tourism Diversification

The introduction of 25hours Hotels and Morgans Originals aligns with Saudi Arabia’s broader strategy to diversify its economy through tourism investment. NEOM continues to attract international hospitality brands as it builds a portfolio of destinations designed for global travellers.

As Trojena evolves, the project is expected to redefine mountain tourism in the region, combining winter sports, luxury accommodation, immersive experiences, and sustainable urban planning.