Inside the business of hotel openings with Radisson’s Rob Collier
Radisson Hotel Group’s regional future openings chief explains why the real work behind a successful hotel launch happens long before guests arrive
25 May, 2026
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Opening a hotel may look glamorous from the outside — ribbon cuttings, VIP guests and polished launch events — but according to Radisson Hotel Group executive Rob Collier, the real work happens months, and sometimes years, before the doors officially open.
Collier, managing director for future openings across the Middle East, Africa and Southeast Asia Pacific at Radisson Hotel Group, oversees one of the hospitality sector’s most complex operational functions: bringing new hotels to market.
Speaking to Gulf Business recently, Collier said the pre-opening phase is critical to determining whether a hotel succeeds commercially from day one.
“There’s a lot of work which goes into it,” Collier said.
“A huge element of my role is to make sure that we set the hotel up correctly from a commercial perspective.”
Collier has spent nearly two decades with Radisson, including the last 14 to 15 years in the UAE, after initially joining the company in the UK. Over the years, he has moved from hotel operations and general management into brand management and eventually future openings. By the end of 2026, he expects to have worked on close to 160 hotel openings globally.
Today, he oversees between 25 and 30 projects simultaneously, spanning both newly built hotels and conversion properties across multiple international markets.
Saudi Arabia and Southeast Asia driving pipeline growth
Collier said Saudi Arabia remains one of Radisson’s fastest-growing markets, supported by continued government-led investment, infrastructure development and business expansion.
“The development within the kingdom has been significant,” he said, pointing to growth in Riyadh and Jeddah, alongside increasing activity in secondary cities and more remote destinations.

At the same time, Southeast Asia Pacific has emerged as another major growth engine for the group, particularly Thailand, Vietnam and the Philippines.
“We’ve opened 20 hotels in the last 18 months in those countries,” he said.
The UAE also remains active, with the recent opening of Radisson Blu Hotel, Dubai Barhsa Heights and launch its second property in Fujairah later this year.
According to Collier, successful hotel openings depend on far more than construction and design.
Long before launch, teams analyse local demand, business travel trends, occupancy forecasts and customer segments to build a commercial strategy capable of generating returns quickly after opening.
“A lot of that is based on analysis and how the market looks when you’re looking to open,” he explained. “We tailor our manning around that just to make sure that primarily we give great service… but from a commercial perspective, we’re generating the right returns from a very early stage.”
That focus on owner returns has become increasingly important as hotel development costs continue to rise globally.
“The cost of development continues to increase, the cost of labour,” Collier said. “The hotel business is a partnership with us as an operator and with our owners. If they don’t win, we don’t win.”
AI, influencers and the changing hospitality landscape
Collier also pointed to technology and digital marketing as reshaping how hotels are launched and operated.
“The use of AI is critical in hotels,” he said, citing applications ranging from chatbots and revenue management systems to marketing and public relations.
Social media creators and influencers have also become an increasingly important part of hotel launch strategies, often being brought in before construction is fully completed.
“We have content creators coming in even before the hotel’s finished,” he said. “If you go back 10 or 15 years ago, the launch plans and the way we opened hotels were completely different.”
Among his most memorable projects, Collier highlighted opening six hotels in Morocco within a six-week period, describing it as both highly challenging and deeply rewarding. He also pointed to the recent launch of Radisson RED Auckland in New Zealand as another standout project due to the complexity of managing openings across multiple time zones and continents.
Asked what advice he would offer young professionals entering hospitality, Collier summed it up in a single phrase: “Be comfortable with the chaos.”
Despite the complexity, he said the unpredictability of the sector remains one of its greatest attractions.
“No two days are the same,” he said. “Every day you’ve got a different type of challenge, a different type of business opportunity… you’ve got to be ready to adapt to that change and embrace it.”























