NG Hotels

What NG Hotels does

NG Hotels is a privately held Turkish luxury hospitality group operating under the legal entity NG Tasarım Otelcilik ve Turizm A.Ş., with five active properties spanning approximately 1,469 disclosed rooms across the Sapanca/Sakarya (forest/lake), Afyonkarahisar (thermal), Antalya (Mediterranean coast), and Bodrum (Aegean) regions of Turkey. The portfolio comprises NG Sapanca (2008, 291 rooms), NG Afyon (2012, 428 rooms), NG Enjoy (2020, 270 rooms), NG Phaselis Bay (2021, 480 rooms), and the boutique NG Sign Bodrum. The group's core proposition is wellness-led luxury hospitality anchored by the proprietary Aliva Spa brand, which integrates thermal waters at NG Afyon and forest-bathing concepts at NG Enjoy and NG Sapanca; the portfolio has accumulated multiple World Luxury Hotel Awards, World Luxury Spa Awards, and Turkish tourism-sector honors.

The business model is direct-to-consumer: customers reserve via property-specific booking portals on nghotels.com.tr, with an 8% online-booking discount, half-board (yarım pansiyon) pricing, and a packaged-pricing layer that includes stay-discount deals, aromatherapy, forest-therapy, wedding photography, and installment-payment options. Revenue streams span accommodation, F&B (including à la carte concepts such as Farina at NG Afyon), spa and wellness services, and meeting/event business — with NG Afyon specifically positioning a "Corporate Wellness" MICE concept. Marketing is executed through property-specific Instagram accounts, an SEO-oriented blog, email newsletter, and a partnership with the Turkish Airlines Miles & Smiles loyalty program that drives both demand acquisition (miles redemption) and business-stay demand (weekday mile bonuses). The Istanbul office at Levent 199 Plaza (Esentepe, Şişli) functions as the corporate headquarters while guests are served at the resort locations.

Name

NG Hotels

Legal name

NG Tasarım Otelcilik ve Turizm A.Ş.

Website

https://nghotels.com.tr

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

251–500 employees

Short description

NG Hotels is a privately held Turkish luxury hospitality group operating five properties across Sapanca, Afyon, Antalya, and Bodrum. It serves wellness seekers, families, couples, and corporate clients through its signature Aliva Spa brand, direct online booking, and a Turkish Airlines Miles & Smiles loyalty partnership.

Ownership category

akta.pro rank

Product category

Luxury Hotel and Spa Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

akta.pro secondary industries

Gastronomy & Wine-Focused Boutique Hotels (THAGADAG), Resort Convention Hotels (THAGALAC), Thermal Baths, Hot Springs & Saunas (Onsen, Hammams, Banya, Sauna Worlds) (THAJAHAD)

Keywords

• Luxury hotel accommodation
• Spa and wellness resorts
• Thermal spa hotels
• Beach resort hospitality
• Hotel meeting and events

Headquarters

HQ city

Istanbul

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Accommodation Services: Room bookings across five hotel properties: NG Enjoy (Sapanca), NG Sapanca, NG Afyon, NG Phaselis Bay (Antalya), and NG Sign Bodrum. Offers various room types from Superior to King Suite, with pricing based on half-board (yarım pansiyon) packages.
2. Spa and Wellness Services: Revenue from Aliva Spa services including massage therapies, thermal treatments, hammam experiences, and fitness center access. SPA Merkezi (spa center) services are charged separately from accommodation.
3. Food and Beverage: On-site restaurants and dining experiences at each property, including Farina à la carte restaurant at NG Afyon. Gastronomy experiences are highlighted as a key value proposition.
4. Meeting and Events: Corporate meeting rooms and event spaces for business travelers and organizations. NG Afyon specifically markets 'Corporate Wellness' concept for business events.
5. Loyalty Program Revenue: Partnership with Turkish Airlines Miles & Smiles generates revenue through co-marketing and customer referrals, with miles redemption for hotel stays.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

NG Hotels is a Turkish hospitality group operating five distinct hotel properties (NG Sapanca, NG Enjoy, NG Afyon, NG Phaselis Bay, and NG Sign Bodrum) that collectively provide luxury accommodation, signature Aliva Spa and thermal wellness services, on-site gastronomy, meeting and event facilities, and a loyalty partnership with Turkish Airlines Miles & Smiles. The portfolio spans nature and forest retreats in Sapanca, thermal spa experiences in Afyonkarahisar, beach/coastal tourism in Antalya, and boutique stays in Bodrum.

Product overview

NG Hotels is a Turkish hotel chain operating a portfolio of 5 distinct properties: NG Sapanca (2008, 291 rooms), NG Afyon (2012, 428 rooms), NG Enjoy (2020, 270 rooms), NG Phaselis Bay (2021, 480 rooms), and NG Sign Bodrum. The portfolio spans wellness/spa properties in Sapanca, thermal spa in Afyonkarahisar, beach resort in Antalya, and a boutique property in Bodrum. Properties share common service pillars (Aliva Spa wellness brand, gastronomy, pools, meeting facilities) while maintaining individual brand identities. The group offers loyalty partnership with Turkish Airlines Miles&Smiles and various stay packages. NG Sapanca was Turkey's first 5-star hotel with 10 quality certificates; NG Afyon is the first thermal hotel with 10 quality certificates; NG Enjoy holds 9 quality certificates.

Differentiator

Problem solved

Functional benefit

Brands

• NG Enjoy: A 270-room property located in Sapanca, offering wellness and convention services in nature.
• NG Sapanca
• NG Afyon
• NG Phaselis Bay
• NG Sign Bodrum

Products and services

• NG Sapanca A 5-star wellness and spa hotel in Sapanca (Sakarya) offering 291 forest-view rooms, Aliva Spa, diverse dining options, children's facilities, and meeting spaces for leisure and corporate guests.
• NG Enjoy A 5-star wellness and convention hotel in Sapanca with 270 rooms, lake and forest views, Aliva Spa, diverse room types from Deluxe to Presidential Suite, meeting and event facilities, and outdoor/indoor pools.
• NG Afyon A thermal wellness hotel in Afyonkarahisar with 428 rooms combining healing thermal waters, modern spa facilities, gastronomic experiences, and corporate wellness solutions; features duplex suites up to 334 m².
• NG Phaselis Bay A beach and coastal resort in Antalya with 480 rooms, pools, beach access, spa, meeting facilities, and diverse culinary options combining summer luxury with a complete holiday concept.
• NG Sign Bodrum A boutique lifestyle property in Bodrum featuring sunset views over the Aegean Sea, historic stone houses, narrow streets, and an emerging iconic landmark atmosphere.
• Aliva Spa A signature spa and wellness brand operating across NG Hotels properties, offering massage rooms, VIP suites, Turkish hammam, sauna, steam rooms, fitness centers, adventure showers, and thermal waters at NG Afyon.
• Meeting and Event Facilities Corporate meeting rooms and event spaces at NG Phaselis Bay (modern halls, open-air venues), NG Afyon (Corporate Wellness concept), and NG Sapanca/NG Enjoy for business conferences and MICE events.

Named customers1 record

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

One partnership is on record.

• Turkish Airlines Miles & SmilescoreGTM or Marketing PartnerNG Hotels maintains a strategic partnership with Turkish Airlines' Miles & Smiles loyalty program. Miles & Smiles members can earn and redeem miles for stays at NG Sapanca, NG Enjoy, and NG Afyon properties. Earn rates range from 3,000 miles for 3 nights to 7,000 miles for 7 nights at NG Sapanca and NG Enjoy, with 3,000 miles for 3 nights at NG Afyon. Business travelers earn 500 miles per night for weekday stays. Additional 8% discount applies for online bookings through the Miles & Smiles partnership.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Kaya Hotels & Resorts: Kaya operates full-service resorts and city hotels across Turkey including wellness and convention properties. Its mix of domestic leisure and meetings/events business parallels NG Hotels' positioning across NG Afyon's Corporate Wellness and NG Phaselis Bay event venues.
• Calista Luxury Resort: Calista is a luxury five-star resort in the Antalya/Belek region with strong spa, family, and gastronomy positioning. It is a close peer to NG Phaselis Bay in the high-end Antalya leisure segment and shares the emphasis on F&B and wellness amenities.
• Rixos Hotels: Rixos is a Turkish-founded luxury resort chain with a comparable mix of all-inclusive and spa properties in Antalya, Bodrum, and across Turkey. It shares NG Hotels' Turkish DNA, multi-property structure, and focus on luxury resort experiences with wellness and F&B differentiation.
• Delphin Hotels: Delphin is a large Turkish resort operator focused on Antalya beachfront all-inclusive properties, directly comparable to NG Phaselis Bay. Both serve Mediterranean leisure demand and compete for the same summer tourism segment.
• Limak Hotels & Resorts: Limak operates a multi-property Turkish luxury hotel portfolio including thermal and resort properties, similar to NG Afyon and NG Sapanca. Both chains target domestic and regional leisure/business demand with full-service hotel offerings in nature and coastal locations.

Emerging players

• Six Senses Hotels Resorts Spas: Six Senses is a global luxury wellness-resort brand built around signature spa, longevity, and nature-immersion concepts. Its positioning mirrors NG Hotels' Aliva Spa and forest/thermal differentiation, although it operates internationally and at ultra-premium price points.
• Banyan Tree Hotels & Resorts: Banyan Tree is a global luxury hospitality brand with spa and wellness as a signature offering. Both compete in the spa-led luxury resort niche with nature-immersive settings, though Banyan Tree is significantly larger and globally distributed.

Broad incumbents

• Kempinski Hotels: Kempinski is a European luxury hotel operator with a strong presence in Istanbul and other Turkish cities. It overlaps with NG Hotels' full-service luxury offering but operates as part of a wider global portfolio rather than a Turkish-focused chain.
• Hilton Worldwide (Türkiye portfolio): Hilton operates multiple properties across Istanbul, Antalya, Bodrum and other Turkish resort markets under Conrad, DoubleTree, and Hilton brands. It competes across segments with NG Hotels but with broader geographic reach, a global loyalty program (Hilton Honors), and standardized operating systems.
• Accor (Türkiye portfolio - Raffles, Fairmont, Mövenpick): Accor manages and franchises a wide Turkish luxury and premium hotel portfolio including Raffles, Fairmont, and Mövenpick. It is comparable to NG Hotels as a broad incumbent competing for the same Turkish luxury/upper-upscale demand pool.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/nghotels

Compliance14 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NG Hotels