Burç Özarutan, General Manager of XO Cape Arnna, shares how the brand brings a new perspective to the Turkish Riviera, the philosophy behind ‘Modern Luwian’, and the strategic decisions that redefine luxury hospitality.
With the opening of XO Cape Arnna, what kind of innovation and value do you believe you have brought to the Turkish Riviera?
The Turkish Riviera is already a truly unique destination thanks to its natural beauty. Our difference lies in not treating this beauty merely as a backdrop, but placing it at the very centre of the guest experience. With its sustainable architecture, an identity inspired by the Modern Luwian philosophy, and a perspective that transforms cultural narratives into meaningful experiences, XO Cape Arnna reinforces the region’s richness.
In which ways does the XO brand redefine the concept of luxury hospitality?
For us, luxury is not only about grandeur or privilege. Simplicity, authenticity and vitality are just as defining as physical comfort. Personalisation, aesthetics and harmony with nature sit at the core of this understanding. Our bespoke service approach, delivered in spacious, open environments, allows guests to experience a sense of freedom, privacy, and individuality in their own personal space.
Which strategic decision during the design process or in shaping the spirit of the hotel makes you most proud?
Our proudest strategic decision was choosing to build with nature rather than against it. Instead of removing the rocks, olive trees and natural slope, we made them an integral part of the design. As a result, the hotel is not a structure added to the landscape, but a natural extension of it.
When positioning XO Cape Arnna in the eyes of international guests, which feature stands out the most?
International guests are most impressed by our authenticity. Rather than encountering standardised, repetitive formulas, they experience a sense of identity rooted in this geography and translated into a universal language.
Where do we feel the “Modern Luwian” philosophy throughout the hotel experience?
The Modern Luwian philosophy is felt across every layer of the hotel, from architectural textures to gastronomy, from curated art selections to the way experiences are designed. Values inspired by the ancient Luwian civilisation, reinterpreted for today, become a natural part of the journey; from local products enjoyed at breakfast to stories shared at sunset.
What role does your gastronomy vision play in XO Cape Arnna’s overall brand perception?
Our gastronomy vision creates a powerful narrative space within XO Cape Arnna. By developing modern interpretations of local ingredients and bringing together diverse culinary cultures, we allow guests to taste the essence of this region while experiencing universal flavours. For this reason, gastronomy is one of the experiences where the spirit of XO Cape Arnna is felt most clearly.
How did you strategically approach hosting both families and adults seeking a more refined holiday within the same resort?
We developed a model that separates the needs of families from the tranquillity sought by adults, while still offering a holistic experience. We provide engaging and dedicated programmes for children, alongside private and serene spaces for adults. This way, everyone is free to enjoy their own perfect holiday.
How do you see XO Cape Arnna contributing to Fethiye over the next five years?
We position XO Cape Arnna as a catalyst brand in Fethiye’s transformation. Over the next five years, we aim to contribute to Fethiye becoming an internationally recognised destination associated with culture and gastronomy, while creating lasting value in employment, local development and sustainable tourism.
How do you anticipate global trends in luxury travel and integrate them into your brand strategy?
Today’s luxury travel is defined by experiences that create a sense of meaning and identity. At XO Cape Arnna, we bring this transformation to life through personalised experiences, sustainable approaches, and elements that build a strong connection to the place’s identity.
Which three words would you like guests to remember when leaving XO Cape Arnna?
Authenticity, elegance, and memories that bring a smile whenever they come to mind.
What can we expect in the 2026 season?
The experiences gained and feedback received during our first season form the foundation of 2026. In the coming season, we look forward to welcoming our guests with new surprises and enriched experiences.
