Regnum Hotels: Crafting Ultra-Luxury with Turkish Flair – A Conversation with Deniz Üstertuna

In the sun-soaked region of Antalya, Turkiye, Regnum Hotels is redefining ultra-luxury hospitality with the upcoming launch of Regnum The Crown, a dazzling addition to its portfolio, in summer of 2025.

At Arabian Travel Market in Dubai, Deniz Üstertuna, Director of Marketing for Regnum Hotels, sat down with OneArabia to share the inspiration behind this ambitious project, the brand's deep ties to Turkish heritage, and its exuberant plans to captivate the global luxury travel market.

Regnum Hotels, a family-owned Turkish enterprise, emerged from a diverse business empire spanning construction, oil, and logistics. The spark for its hospitality journey ignited with a passion for golf.

"Our story began with golf," Üstertuna explains. The family's patriarch, Fikret Ozturk, established an 18-hole, internationally acclaimed golf course at Regnum Carya — the only fully lit course of its kind in Europe. Its success drew global attention, hosting major tournaments and prompting the family to build Regnum Carya in 2014, a now-iconic resort just 20 minutes from Antalya's airport.

Fast forward a decade, and Regnum is raising the bar with Regnum The Crown, set to open in June 2025. "In Turkiye, we have a saying: 'to take the crown home' means using all your experience to create something extraordinary," Üstertuna says.

The Crown embodies this philosophy, distilling a decade of expertise into a resort that elevates the all-inclusive model to ultra-luxury heights. Located next to Regnum Carya in Antalya's Belek region, the Crown promises unparalleled diversity and sophistication.

For Üstertuna, what sets the Crown apart? To begin with, its proximity to the sea is unmatched, with guests able to stroll directly to a pristine white sandy beach, crafted from eco-friendly materials that stay cool underfoot. Room sizes start at a spacious 110 square meters, dwarfing the already-generous 62-square-meter rooms at Carya.

The resort introduces unique features like a rooftop infinity pool with 360-degree views, a natural seawater pool, and a cold-water pool cave—a refreshing retreat during Antalya's scorching summers. An adults-only beach club, 22 diverse restaurants across the Regnum complex, and a wellness-focused longevity program further elevate the experience.

Üstertuna emphasises diversity as a core strength. "We're not just offering quantity — it's about quality and variety," he says. From family-friendly areas to adult-exclusive retreats, The Crown caters to every traveler. Guests can relax in private cabanas on one of three piers, served by dedicated butlers, or indulge in villas like the 3,500-square-meter Crown Villa at Carya, a favourite among GCC families who book month-long stays.

Sustainability is at the forefront of the hospitality sector today and Üstertuna reiterates that sustainability is woven into Regnum's DNA. Operating on a nearly 2-million-square-meter estate with 2,500 staff and up to 3,000 guests, the resort functions like a small town.

Regnum was among the first in Turkiye to measure its carbon and water footprints, partnering with international firms to craft a robust action plan. A standout initiative tackled food waste, a notorious issue in all-inclusive resorts. By redesigning the buffet system at Carya in 2019—serving food directly to guests' plates—Regnum slashed waste by 22% while boosting guest satisfaction with fresher, made-to-order dishes. The Crown's buffet adopts the same model. Grey water recycling for landscaping and golf course irrigation, along with a LEED certification, underscores the brand's environmental commitment.

Antalya's year-round appeal, with mild winters and vibrant summers, ensures The Crown remains a continuous luxury destination. "Our staff, 70-75% of whom have been with us since Carya opened, know our guests' preferences," Üstertuna notes, citing a 53% repeat guest rate. Winter draws golfers, football clubs, and MICE groups, while summer welcomes leisure travelers and families, supported by Belek's stellar infrastructure and Turkiye's growing reputation as a global travel brand.

For a concept brand like Regnum, marketing the upcoming Crown need to be bold and experiential. Üstertuna ensured that no leaf is unturned to make a global splash. "Since 2018, Regnum has hosted an annual concert series featuring global stars like Dua Lipa and Jennifer Lopez, a feat no other Turkish hotel has matched. It's a marketing investment," Üstertuna says, requiring rigorous vetting by artists' teams.

He added that the Crown's grand opening will feature a four-to-five-day festival with surprise A-list performers, cementing its status as a haven for Hollywood elites and discerning travelers.

"If you want to spot stars in the Middle East, head to Regnum," Üstertuna quips.

Looking ahead, Regnum aims to become a global brand. As part of Turkiye's Turquality Program, which supports promising companies with world-class potential, Regnum works with external parties to refine its IT, HR, and marketing strategies.

After The Crown, the brand is eyeing expansion to Doha, Qatar, the Maldives, Europe, and Asia, with plans for four to five ultra-luxury properties in the next 10-20 years. Within Turkiye, Bodrum, Kemer, and Istanbul are under consideration. "We're an independent chain, learning as we go," Üstertuna says. "Quality is non-negotiable — we won't expand at its expense."

Regnum's appeal to the GCC market is particularly strong. "Middle Eastern guests value space," Üstertuna notes, highlighting The Crown's diverse room types and Karya's 3,500-square-meter Crown Villa, a favorite for month-long family stays complete with helicopters, Maybachs, and personal butlers. Guest feedback drives decisions, ensuring Regnum remains attuned to its clientele's desires.

From its golf-inspired roots to its star-studded future, Regnum Hotels is crafting a new standard for ultra-luxury. With the Crown, Deniz Üstertuna and his team are not just building a resort — they're creating a global destination where diversity, sustainability, and unparalleled experiences reign supreme.