The Al-Auja Palace, situated on the outskirts of Riyadh, provides a majestic sight. The official residence of the royal family, its style evokes the very best of the Kingdom’s heritage. Ornate walls carved by hand and detailed mosaic floorings offer a unique vision of Saudi’s vibrant history and promising future. Yet the Al-Auja palace also offers a unique vision for Saudi Arabia’s design language.
Across a range of sectors in the GCC, the modus operandi – referred to as the vernacular – which is used on a daily basis is inherited from a global tradition, rather than regional or local cultures. For example, take hospitality in the GCC. Growth of some of the world’s pre-eminent hospitality offerings can be found in the region, and have been created by bringing global hospitality vernaculars to the local market.
That has proved a significant strength for destinations in the GCC. Cities such as Dubai, Doha, and Riyadh are unique. They drip with the incredible wealth of global culture, all found in one place. Yet this use of a global vernacular has led to a lack of a local vernacular. You can find hospitality language from Argentina to Japan in the GCC. But trying to find a distinctive and genuine representation of local hospitality in the Gulf may prove harder than it seems.
For hotel operators in the region, this current lack of an established local vernacular is an incredible opportunity. The Middle East is leading the world in terms of real estate development. Its eyes are set on the future of its people and its place on the world stage. This ambition, married with a deep understanding of its local architectural traditions should help articulate an architectural language unique to each region of the Middle East. The focus should be to create a modern local vernacular which addresses the traditions, the culture, the environmental needs of a place and its people while firmly setting a course for the future. The GCC finds itself at this point in its history where it can define this vernacular and shape the future legacy of its architecture.
Demand for luxury hospitality has soared across the GCC in general, with Saudi Arabia driving the bulk of that requirement. Around 163 hotels with over 70,000 keys will open in coming years in Saudi. In 2021 alone, 40 properties are expected to open their doors, with over 12,500 rooms for tourists. Each of these hotels are either four or five-star.
The high-end tourist visiting Saudi Arabia will have a wild diversity of hotel choice. With so many properties available, individual hotels have to clearly differentiate themselves. If they do so, tourists can enjoy a distinctive hospitality experience. Hotels can enjoy the pedigree associated with providing distinctive luxury offerings. And, of course, tourism in Saudi Arabia can enjoy increased revenues.
Additionally, Saudi Arabia contains stunning natural heritage. That heritage is critical to the Kingdom’s Tourism Strategy. Take the awe-inspiring Nabatean tombs in Al Ula in the nation’s northwest. These breath-taking sculptures feature heavily in Saudi’s tourism promotion. The wider Saudi Arabia 2030 Vision looks to promote Saudi culture to the world.
What inspirations can a language of Saudi hospitality draw from? Saudi Arabia has embraced this need for a local vernacular in defining a ‘Salmani’ style of architecture which was championed by King Salman when governor of Riyadh. The style balances Saudi Arabia’s ingrained national culture with its bold future ambitions. Actualised in Riyadh and elsewhere, the style harmonises heritage with technology. Striking examples of Salmani architecture can be found in Riyadh’s Diplomatic Quarter and in the development of Diriyah in the west of Riyadh.
Hoteliers could do well to draw inspiration from that same Salmani style. Authentic hospitality which draws from local culture provides guests with deeper insight into national culture. At CallisonRTKL, we have integrated Salmani style in projects including mixed-use development in Mishrak, alongside residential masterplan developments, such as Al Hofuf in the east of the Kingdom.
Saudi hotels can present an authentic language of Saudi Arabia through their hospitality. Such a language would be founded on the Kingdom’s twin principles of tradition and modernity. Such a language will boost Saudi’s tourism brand and bolster hotel income. It will further grow the country as a destination that attracts global visitors. Finally, it will provide tourists with an indelible image of the rich culture ingrained in the Kingdom: the type of culture on display in Al-Auja Palace.