DUBAI: Millennium Hotels and Resorts is actively negotiating with multiple owners to expand its presence in Saudi Arabia, with plans to enter Riyadh soon and explore opportunities in other key cities beyond the major ones. In an interview with Arab News at the Future Hospitality Summit in Dubai, COO William Harley-Fleming expressed the company’s intent to diversify its portfolio by tapping into the resort market, targeting key destinations and landmark projects across the Kingdom and the broader Middle East. “We’re in discussions with several owners to explore how we can add value in regions of the Saudi market. As you know, Saudi Arabia is not just about Riyadh and Jeddah,” Harley-Fleming stated. “We’d like to get something in Riyadh, and we hopefully will have something there very soon, but we are also looking at other key cities within the Kingdom, which are just as important as the capitals.” Currently, Millennium operates a Grand Millennium hotel in Saudi Arabia but plans to introduce more of its 11 other brands, particularly its lifestyle-oriented social brand. “I think the Kingdom itself has been flooded with opportunities, but for us, it’s about having the right brand, with the right owners in the right locations. That’s why we believe the social brand is due for more than just midscale brands. We see opportunities now to develop that in some of the key locations,” he noted. Harley-Fleming also announced plans for a new Copthorne hotel in Jeddah, set to open next year, which will be their second property in the city following the Millennium Hotel launched this year. The company is also in talks to introduce additional brands in Jeddah and expand to other areas. “The development plan and growth plans are important to us, and we want to be part of that. I think the F&B scene is something that has really improved a lot within the Saudi market, and I think this is really a close collaboration with the tourism authorities and the government of Saudi (Arabia),” he said. He revealed ongoing discussions with the government to expand into key locations that are considered secondary but are still attractive, such as Tabuk, Jazan, and Hail — regions outside of major cities that are seeing substantial development and interest. “We’ve seen a big influx of not only consultants to the area but also people who want to experience Saudi Arabia itself. That’s why we want to see more of these remote locations, as we believe there’s so much more to offer in the Kingdom,” Harley-Fleming emphasized. He added: “It’s not just about beaches and deserts; there’s so much more to offer. That"s what we want to do — the cultural and heritage side. That’s where I think definitely a brand like ours ties in well because we work closely with the owners to make sure that anybody visiting their hotels also gets that element of localization.” Millennium Hotels also supports the Saudization program, which promotes employing local talent, reinforcing its commitment to the country’s social and economic goals. Harley-Fleming noted plans to hire more Saudis to enhance the authentic Saudi experience for visitors. As the Kingdom opens up to international tourism, the company aims to immerse guests in Saudi culture through language, local traditions, and cuisine. For instance, they plan to offer local honey and dates from nearby farmers in hotel lobbies. Harley-Fleming underscored that localization is part of a broader sustainability initiative, which includes supporting local businesses and integrating cultural elements into the guest experience.