Cenk Ünverdi and Rixos Hotels: Redefining All-Inclusive Luxury on a Global Stage

As part of Hozpitality Group’s Global Leadership Interview Series, we spotlight industry trailblazers reshaping the hospitality landscape. By amplifying these voices, Hozpitality aims to foster knowledge-sharing, inspire emerging talent, and highlight the transformative trends driving hospitality forward in an ever-evolving global landscape. In this edition, we feature an in-depth conversation with Cenk Ünverdi, Chief Operating Officer of Rixos Hotels. Ünverdi shares his bold vision for redefining all-inclusive luxury, driving innovation, and expanding the brand’s footprint across multiple continents. In this edition, we feature Cenk Ünverdi, Chief Operating Officer of Rixos Hotels, who shares his vision for reimagining luxury hospitality and driving bold growth across continents.

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Rixos Hotels: From Antalya to the World

Founded in 2000 in Antalya, Turkey, by entrepreneur Fettah Tamince, Rixos Hotels was born from a desire to deliver immersive, luxurious experiences rooted in culture and community. Over two decades later, the brand has expanded its footprint to include approximately 45 properties in 9 countries, with 12 more in development. Now part of the Accor Group, Rixos continues to lead the transformation of the all-inclusive model, positioning itself as a pioneer in the “All-Inclusive, All-Exclusive” philosophy.

What sets Rixos apart is its ability to blend Turkish heritage with global luxury standards—offering guests a five-sense experience that includes world-class dining, authentic hospitality, curated entertainment, and personalized wellness.

The Architect of Expansion

At the helm of this transformation is Cenk Ünverdi, the driving force behind Rixos’s international growth. As COO of Rixos Hotels and the ALL Inclusive Collection, Ünverdi is based in Dubai and oversees an expansive portfolio across the GCC, Central Asia, and Europe. His oversight includes six hotels in the UAE, two in Qatar, one in Saudi Arabia, and the groundbreaking Meryal Waterpark in Qatar.

His leadership is defined by a compelling mix of strategic vision, cultural understanding, and an unwavering commitment to innovation. Under Ünverdi’s direction, Rixos has grown to 37 operational hotels in eight countries, with 13 more properties on the horizon. But for Ünverdi, expansion is never about numbers alone. “We go where we can create a destination, not just a footprint,” he explains. “Our properties must energize the location and elevate the local luxury ecosystem. That’s the Rixos standard.”

A New Standard in All-Inclusive

“The traditional all-inclusive model was ripe for disruption—and we were the ones to do it,” says Ünverdi. At Rixos, that disruption took the form of a brand-new luxury standard.

The All-Inclusive, All-Exclusive approach goes far beyond convenience. It’s about elevating every aspect of the guest experience—from Michelin-level gastronomy and immersive wellness programs to bespoke activities for families and individuals. “We don’t follow the industry—we challenge it,” Ünverdi adds.

This evolution has attracted a sophisticated global clientele, including high-net-worth families, experience-driven travelers, and modern luxury seekers.

Turkish Hospitality, Global Soul

Despite its international reach, Rixos remains anchored in the warmth and depth of Turkish hospitality. “Turkish hospitality is not a service—it’s a soul,” Ünverdi emphasizes. This ethos is woven into each hotel’s identity—from heartfelt welcomes to cultural dining rituals and multigenerational experiences.

To maintain consistency, teams across Rixos properties are trained to deliver this cultural integrity, ensuring every guest encounter feels both local and exceptional.

Entertainment That Connects

Entertainment is a signature differentiator for Rixos—one that turns guest stays into lasting memories. The brand has hosted world-renowned artists like Enrique Iglesias, Jennifer Lopez, John Newman, Fedde Le Grand, and Willy William across its properties, offering performances that rival global festivals.

“Entertainment turns a stay into a story, and stories into loyalty,” Ünverdi notes. From vibrant poolside shows to immersive kids’ festivals, entertainment at Rixos is central to the brand experience—not an afterthought.

Sustainable Luxury with Impact

While many brands treat sustainability as a trend, Rixos views it as a responsibility. Under Ünverdi’s leadership, the company has implemented robust eco-conscious practices, earning certifications such as GSTC Certification, EarthCheck Accreditation, Dubai Sustainable Tourism Stamp, and Autism Certification for inclusive guest programming.

Initiatives include solar energy, waste management, carbon footprint reduction, and energy-efficient systems. “This is about safeguarding the destinations we operate in, so future generations can enjoy them as much as our guests do today,” says Ünverdi. 

The Accor Advantage

Rixos’s partnership with Accor, which took a 50% stake in 2017, has proven to be a strategic catalyst. “Accor has been a powerful accelerator,” Ünverdi states. The collaboration has expanded Rixos’s global distribution, strengthened back-end efficiencies, and enabled access to top-tier talent and loyalty networks—all while preserving the brand’s independent spirit and cultural authenticity.

Cultivating Tomorrow’s Leaders

Leadership development is a core focus for Ünverdi. “Leadership is not a title, it’s a mindset,” he shares. Rixos invests in identifying individuals who think creatively, take ownership, and elevate those around them. Through mentorship, rotational programs, and innovation exposure, the brand is shaping a generation of hoteliers who not only excel in operations but also uphold the Rixos identity. “Don’t just manage the hotel, build the brand,” he often tells his team.

What’s Ahead for Rixos

Looking forward, Rixos is preparing for one of its most dynamic growth phases yet. In the next 12–18 months, the brand will launch properties in Saudi Arabia, Mexico, and Vietnam, pushing boundaries with a reimagined urban luxury resort model.

Alongside geographic expansion, Rixos is integrating AI-powered personalization, enhancing wellness offerings, developing immersive kids’ programming, and building exclusive entertainment alliances with globally renowned performers. New culinary partnerships with world-class chefs and further sustainability breakthroughs are also underway.

“We’re not just expanding, we’re evolving,” Ünverdi says. “Watch this space.”

A Legacy of Impact

Cenk Ünverdi’s journey at Rixos has been one of passion and purpose. Rising through the brand, he remains focused on making a lasting impact, not just within the company, but across the industry. “What drives me is impact,” he reflects. “I don’t just want to build hotels; I want to shape the future of hospitality.”

In a competitive global market, Rixos Hotels, under Ünverdi’s stewardship, continues to deliver experiences that are luxurious, soulful, and distinctly unforgettable.