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Ronaldo Starts Global Expansion with a Hotel in Marrakesh

News Portuguese football star Cristiano Ronaldo doesn’t want to limit himself to the sport and advertising contracts and has decided to become a hotelier. Ronaldo has made an agreement with the most famous hotel chain in his country, Pestana, concerning the launch of a new hotel brand, CR7. While the test hotels are already in operation in the home country of the celebrity football player, Ronaldo has very ambitious plans regarding the international expansion. Therefore, he plans to open a hotel in Marrakesh, Morocco under a joint venture. In general, Ronaldo wants to double the number of hotels by his brand within next three to five years.

Ronaldo is not the first sportsman who wants to become a hotelier. Tennis player Andy Murray, soccer players Ryan Giggs and Gary Neville all made investments into hotels, but Ronaldo has much bigger ambitions. He wants his brand to become famous worldwide.

The name of the hotel brand by Ronaldo is not random – it is a combination of initials of the famous football player and the number of his jersey. The new Marrakesh hotel is the fifth project by Pestana CR7. The Portuguese hotel chain announced they would rent a 160-guestroom hotel for the next 20 years and manage it under the CR7 brand. The owner of the hotel’s building is a local Moroccan company, M Avenue. It also finances the deal.

While the hotel brand may not be famous outside Portugal yet, both Ronaldo and Pestana are very positive about its development. The hotelier names hotels in Milan and on Ibiza as potential locations for the CR7 brand. Pestana also opens one more hotel in Marrakesh, this time under its own hotel brand and plans to add more hotels in this popular vacation destination.

According to Pestana CEO, they are particularly interested in entering such markets as Asia and the Middle East as Cristiano Ronaldo is particularly popular in those regions, so more people will be likely to stay at CR7 hotels. Spain and the United States are also target regions for the new hotel brand. This year, two hotels in Madrid and New York will greet their first guests. Two CR7 hotels in Lisbon and Madeira are already operating and they are doing fine, especially on the time when Portugal enjoys tourism boom.

Pestana is a family owned hotel brand from Portugal. Currently, the portfolio of this hotelier includes 90 upscale properties, but Pestana doesn’t want to stop on this achievement and plans to open 20 more hotels in different parts of the world, and the CR7 brand is a great help in that. By the end of the decade, Pestana plans to invest 200 million euro into its new projects, including the hotel brand by Ronaldo.


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