Dedeman: Our 2024 Target is 2.5 Million Guests, 2025 Target is 100 Hotels

Speaking at a press conference held at Dedeman Istanbul, Banu Dedeman, a partner at Dedeman Holding , announced that a management change, a key component of their new strategy, had been implemented, and that Ergün Demiray, a seasoned professional in the sector, had been appointed Chairman of the Board of Dedeman Hotels & Resorts International. Banu Dedeman stated that she and her brother, Rıfat Dedeman, would now serve as board members, adding, “The Dedeman brand will continue to operate under Ergün Demiray’s leadership. My son, Murat Özmestçi, will serve as Vice Chairman of the Board. I am confident that these two individuals will achieve great success.”

Ergün Demiray, who took over the chairmanship of the Board from Banu Dedeman, stated that the Dedeman brand is among Turkey's most important brands and that they will achieve exemplary results in terms of growth and change with the projects they started in 2024. Demiray said, “Today, we serve with a total of 9 main brands, 29 hotels open and 24 projects under contract, totaling 53 hotels, and approximately 1700 employees. By the end of 2025, we aim to increase the number of hotels open and in the contract phase to 100, and the number of countries we serve to 10. Our year-end target is to host 2.5 million guests with our new hotels joining our brand.” He continued, “Our goal is to be everyone's Dedeman…” Stating that they have 9 brands in different categories, meeting different needs, but all ensuring a highly positive guest experience, Ergün Demiray added: “The Dedeman brand promises a structure where investors can confidently entrust their projects, employees can perform their duties peacefully and enjoyably, and guests can have extremely positive experiences within the concepts of comfort and convenience. Today, as Türkiye's largest domestic hotel brand, we want to be wherever Turkish Airlines flies. We are moving forward with our vision of adapting to investor offers from all over Türkiye and the world.”

“We Started 2024 with the Opening of 2 Hotels and the Signing of 6 New Projects”

Stating that they made a rapid start to 2024 as part of their growth strategy, Ergün Demiray said , “At the beginning of the year, we opened our Almaty and Karabük hotels. In January, we signed the agreements for our Sapanca hotel, and at the beginning of February, for our Çanakkale and Istranca (Kırklareli) hotels. On February 15th, we said 'three agreements in one day'; we signed the franchise agreements for Baku, Batman, and Kemer. Park Dedeman Baku is of particular importance as it is our fourth hotel abroad. The Mesopotomia Managed by Dedeman in Batman will also be the third hotel under our 'Managed by Dedeman' brand. With Dedeman Kemer Resort, we will once again fly our flag in Antalya.”

 “Dedeman Loyal Club is an Experience Program”

Stating that as a brand that appeals to everyone, campaigns that provide important privileges are prepared, Demiray said, “We take Dedeman Loyal Club beyond a loyalty program. Our goal is to create an ecosystem that our guests are proud to be members of, that is constantly renewing and offers unique opportunities. "As of March 1, 2024, we will give a 25% discount to Public Personnel and Journalists who are members of the Loyal Club, free for 0-12 year olds, 12% discount for the 20-30 age group, and 20% discount for the 30-20 age group," he said.

“Dedeman Academy Will Add Value to the Tourism Sector” Ergün Demiray stated that Dedeman Academy, which is among the new term projects, will meet the training needs of thousands of team members and said, “The Dedeman Academy project, which is implemented for talented and willing employees who are committed to brand values, is a direct solution to the sector's need for qualified personnel.” will present. We will offer special training and career opportunities to young people who are interested in the sector. At the same time, we will open new doors for young talents with networking, internship and job opportunities. "Dedeman Academy will add value to the tourism sector," he said. “We Will Carry the Dedeman Brand into the Future”

Murat Özmestçi, Vice Chairman of the Board of Directors of Dedeman Hotels & Resorts International, who took his place in the management team as the 4th generation representative of the Dedeman family, said: “I am very proud to be in the management of the Dedeman brand. Continuing the principles and values ​​passed down to us by our founder, my great-grandfather, the late Mehmet Kemal Dedeman, and the vision of my grandfather, the late Murat Dedeman, as the 4th generation, is one of my greatest responsibilities. We want to encompass more people, different expectations and dreams, and especially to be the Dedeman of young people and children. Our goal is to be able to convey the experiences we offer with our different brands and concepts. At this point, we want to increase our communication with children and young people. They will be the ones who will grow us from now on, they will carry us to the future. We will work to take the Dedeman brand, which my family elders have brought to this day and which is an important value for our country, even further.”

Source: HORECA Trend and Dedeman Hotels & Resorts