Saudi Arabia-based firm Dur Hospitality has introduced a new three-star hotel brand to provide a convenient and affordable stay experience to visitors.

Named as Nur by Makarem, the new brand was launched at the World Travel Market London 2021.

The brand will engage in converting properties to Nur hotels in Makkah and Madinah. It will also manage and operate the hotels.

Dur Hospitality CEO Sultan Al-Otaibi said: “Dur Hospitality is introducing new elements in the operation and services of three-star properties. We will bring a unique home-grown product into the Saudi hospitality market by managing and operating three-star hotels, drawing on Dur’s success in the five-four-star hotels and residential complexes sectors.

“Inspired by Makarem Hotels’ values and aligned with its mission, Nur seeks to enrich the experience of Hajj and Umrah pilgrims and further streamline their spiritual journey.”

The launch of Nur by Makarem is part of the company’s plan to elevate hospitality experience across the country.

It follows the recent completion of renovation of the Makarem Ajyad Hotel.

Dur Hospitality hotels operations president Hassan Ahdab said: “Nur Hotels will standardise all three-star hotel rooms specifications to deliver a unique and consistent experience across all Nur-branded facilities. Nur will be the first hospitality brand to provide affordable accommodation for spiritual tourism, following Makarem’s approach inspired by the spiritual heritage of the holy sites.”