How Rixos Hotels × Jennifer Lopez Redefined Luxury Hospitality In 2025

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Jennifer Lopez performs at Rixos Radamis Sharm El Sheikh in Egypt on July 4, 2025, as part of her “Up All Night: Live in 2025” tour.

Rixos Hotels

The Jennifer Lopez × Rixos Hotels collaboration in Egypt didn’t just host J.Lo’s latest world tour, it helped rewrite the playbook for both luxury hospitality and celebrity collaborations. Rixos Hotels, the global luxury hotel chain that started in Türkiye teamed up with the mega star for their new multi-million-dollar, all inclusive, all exclusive resort in Egypt. The collab not only left Jennifer Lopez “feeling cute in Egypt” but significantly increased awareness of their sprawling five-star, Red Sea resort.

And, given the luxury sector’s well publicized ongoing challenges—increasing economic pressures, shifting consumer preferences, and perceived quality decline, I’d say Rixos Hotels made the right move.

Transforming Luxury Hospitality Into Entertainment: A Category Reset

Firstly, too many brands and their teams have been trained to stay in their lane, scanning only direct competitors for ideas. It’s an ethos I’ve never encouraged, and thinking small is clearly a brand behavior Rixos has never learned—not with their latest all-inclusive luxury hotel Rixos Radamis in Sharm El Sheikh that currently boasts over 1000 rooms and counting, private white sand beach, the Rixy Kids Club, sensorial spa, culinary delights etc. The resort clearly draws inspiration from brands far outside the luxury hospitality sector—think global entertainment, family play, and gourmet dining. And the result? A slew of luxury experiences that feel modern, relevant, and distinctly their own.

With the Jennifer Lopez collaboration, Rixos turned a luxury hotel brand into a global entertainment brand. How did they do it? By acting faster and more dynamically than most other luxury hospitality brands and by taping into a time when cultural events like Coachella, Burning Man, and Tomorrowland are merging live entertainment with more luxury.

Interestingly, research supports this mash-up approach. The Experience Economy reveals as services commoditize, the brands that stand out create moments designed to be remembered and shared. For Rixos, the Jennifer Lopez collab was one such moment. Enrique Iglesias was a few months earlier. Next month, Michelin-star chefs will grace the property.

But the success of this approach isn’t risk free and hinges on precision partnerships — and that’s where Rixos gets it right. In a market where celebrity endorsements are often overburdened with expectations and increasingly met with skepticism, Rixos seems to have taken the Jennifer Lopez collaboration at face value: a way to spotlight a new property, celebrate the cultural moment, and compete on a global stage in a way that feels fresh. I’d say it’s this authenticity of intent that gives Rixos its edge especially in celebrity partnerships and experiential holiday concepts.

And from an experiential standpoint, this mash up of ideas puts Rixos with other leading brands that use partnerships across categories to stay relevant. Think the Apple Watch and Hermès collab, which combines craftsmanship with technology, or Balenciaga x Fortnite, which turns fashion into a gaming experience. No surprise there. As I emphasize in, The Kim Kardashian Principle, the most forward-thinking leaders don’t just blur category lines — they remove them entirely.

Leading on a National Stage: Cultural Ambition As Brand Strategy

Secondly, the Jennifer Lopez × Rixos Hotels collaboration didn’t just drive significant awareness of the brand’s newest flagship in Sharm El Sheikh—it also created a halo effect that elevated Egypt on the global stage. By choosing Jennifer Lopez—an icon of unapologetic global self-expression—Rixos signaled alignment with themes of creativity, empowerment, and cosmopolitan ambition. This choice also served as a quiet but potent form of cultural disruption proving that Egypt can embrace global pop culture on its own terms while still honoring its heritage.

Crucially, this push hasn’t come at the expense of Rixos’ own Turkish heritage which is still embedded in each of its global properties—from Turkish classics like the Turkish hammam to Turkish cuisine—providing a cultural through-line that reinforces credibility across its portfolio. This balance of global ambition with rooted heritage reflects the vision of both Founder and Chairman Fettah Tamince and the strategic leadership of Egypt.

Studies from Italy to Indonesia show that events based on destinations can change how people see those places forever. These events affect tourism, the economy, and politics long after they end. Why should we care? Because as I’ve said before, audiences increasingly expect brands to reflect values beyond their core offering. Edelman’s 2024 Trust Barometer reports that 63% of consumers choose brands based on shared beliefs, while Accenture’s Life Reimagined study finds that 62% want companies to take a stand on issues they care about.

Building Emotional Resonance At A Global Scale

Last but not least, the Jennifer Lopez × Rixos collaboration wasn’t just about securing a headline act, it was about structuring an all-inclusive experience designed to travel far beyond the event itself. From the initial announcement, amplified through a global digital and outdoor campaign, to the intrigue of the location and the scale of the production, the collaboration was engineered for buzz value. And the experience that drew attendees throughout Europe and beyond turned the event into a statement of Rixos’s luxury amenities, access, and relevance.

I’ve spoken at length about these high-intensity moments of truth. IPA and Nielsen studies show emotionally charged campaigns outperform rational ones on profit impact by more than two-to-one, with intensity driving longer-term memory and loyalty. Shared experiences with this kind of emotional currency are more likely to be retold, replayed, and reinforced—extending the value of the original investment without additional spend.

But generating these moments of truth are especially important within the hospitality industry. One hospitality research study found that emotional engagement is one of the top three drivers of guest loyalty in luxury hotels, outranking even location and amenities. Similarly, a recent report on high-end travel trends revealed that “transformative” experiences — moments that feel once-in-a-lifetime — not only boost repeat visitation but also raise Net Promoter Scores by an average of 17%. This means an emotionally charged live performance by Jennifer Lopez doesn’t just deliver PR buzz for Rixos; it deepens long-term customer advocacy.

The Blueprint For Changing The Game

Among the flood of celebrity brand collaborations that more often than not fail to move the needle, what sets the Rixos × Jennifer Lopez partnership apart is the clarity of vision—and the willingness to act on it. Erkan Yıldırım, CEO of Rixos Hotels Egypt, said: “Hosting Jennifer Lopez at our main hotel to start her world tour honors Rixos’ history. It also shows Egypt’s growing role in global luxury and entertainment.”

I’d take it a step further.

In a sector that has long equated luxurious accommodation with exclusion, the leaders at Rixos are rewriting the rules in the right way—pairing family-friendly accessibility with premium amenities, fitness activities, and wellness journeys. The result is a unique to Rixos design that preserves prestige and sets itself up to resonate with the future Gen Z luxury consumer.

An all-inclusive, all-exclusive luxury brand? Could there ever be such a thing? You better believe it. The Rixos Radamis Sharm El Sheikh gives us valuable insight into a modern, pragmatic, approach to luxury through exactly that. From the family-friendly sections to the butler-friendly Club Privé villas, this luxury isn’t about division, it’s about inclusion and the future. And while I have no doubt the Rixos Radamis and Club Prive By Rixos Sharm El Sheikh has already checked in as the face of the future. The real question is — when are you checking in with yours?

Named Esquire’s Influencer of the Year, Jeetendr Sehdev is a media personality and leading voice in fashion, entertainment, and influence, and author of the New York Times bestselling phenomenon The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right)