Saudi Arabia-headquartered Amsa Hospitality aims to blend Arabian traditions of generosity with modernity. Targeting midscale and secondary cities, it envisions developing 60 hotels over the next few years –including partnerships with Accor, IHG, Marriott and Radisson. Creating unique Saudi brands is also on the cards, brands that celebrate authentic local hospitality.
As the CEO of Saudi’s Amsa Hospitality group, Muin Serhan oversees hotel projects, expanding Amsa Hospitality's portfolio, while also leading initiatives like the Amsa Hospitality Academy to develop local Saudi talent.
TTN sat down with Serhan to understand how he plans to leverage his 24 years of sectoral experience to grow Amsa Hospitality.
Secondary cities will complement Saudi Vision 2030, leveraging population growth and infrastructure to unlock untapped economic potential.
Citing an example, Serhan said: “Al Qassim region is an exciting market, hosting 34 football matches annually and benefiting from its proximity to Riyadh–just a four-hour journey. Despite being a prime business destination, the number of branded hotels in the region remains remarkably limited, countable on one hand. Furthermore, the new additions to the hospitality scene often fall short in terms of quality to meet the area’s growing demand.
“We're not just creating a business hotel–we're redefining what a business hotel can be, by seamlessly integrating leisure elements.
“Take the project in Al Qassim, for instance: it's not a standalone property but part of a larger food and beverage complex designed to be a destination in itself. This complex includes features like bowling alleys, combining leisure, pleasure, and business under one roof. It's the ultimate mix, and that's exactly what we're striving to develop.
Our leadership team focuses on providing solutions, not rejecting opportunities. With our deep industry experience and understanding of the local market, we don’t simply dismiss a hotel or location as unsuitable. Instead, we collaborate with the owner to develop tailored solutions
– Muin Serhan
“Al-Ahsa is another UNESCO-endorsed destination that we are looking to have footprint in.”
Driving Amsa Hospitality’s business growth as Chief Executive Officer, Serhan leverages his 24 years of global experience with leading hotel chains to guide the team toward long-term success. His career as an award-winning hotelier has showcased his ability to build and operate successful mega properties, even in upscale locations. A prolific public speaker, Serhan achievements have earned him numerous accolades within the hospitality industry both in the Kingdom and abroad.
A can-do mindset differentiates Amsa Hospitality from the rest. Serhan gives a glimpse of this approach in action: “We have shown resilience in how we approach opportunities. We are taking on the transformation of what was once a cinema, completely realigning the space to create a 147-key hotel inside a mall. It's a bold, innovative concept, exemplifying the core values of Amsa Hospitality.
“Our leadership team focuses on providing solutions, not rejecting opportunities. With our deep industry experience and understanding of the local market, we don’t simply dismiss a hotel or location as unsuitable. Instead, we collaborate with the owner to develop tailored solutions. This approach has positioned us as the preferred choice in the local market–not only as operators but also as consultants and asset managers, identifying opportunities and delivering effective strategies to ownership.”
Local talent development is an important pillar of Saudi Vision 2030, and Amsa’s plans are fully aligned. “Amsa stands out not just as hotel owners or developers but as champions of Saudi talent. Through Amsa Academy, we've partnered with Saudi universities to train and integrate young talent into the workforce, aligning with Vision 2030's goal of nurturing local expertise and reducing unemployment,” says Serhan.
Amsa Hospitality Academy launched in May 2024 in collaboration with Luxury Hotelschool Paris, a globally renowned institution for educational excellence. Certified training materials prepare aspiring Saudi hoteliers for success, with partnerships established with top universities like King Khalid and Princess Noura to train graduates at properties across the Kingdom.
At the upcoming Arabian Travel Market (ATM), Amsa Hospitality will be actively on the lookout for fresh opportunities Serhan expanded on this priorities: “The Arabian Travel Market is a vital platform for us to engage with investors, owners, and industry colleagues, fostering partnerships and discussing opportunities with operators keen to franchise their brands in Saudi Arabia.”
Amsa Hospitality hotels in operation include Radisson Riyadh Airport, Radisson Hotel Madinah, and Mercure Hotel Khamis Mushait.
