Amsa Hospitality, a rapidly growing Saudi-based hospitality startup, has announced the appointment of Muin Serhan as its new Chief Executive Officer (CEO). Serhan, a seasoned hotelier with an extensive international background, is stepping into this leadership role to oversee Amsa Hospitality’s ambitious expansion plans across the Kingdom of Saudi Arabia and beyond. Reporting directly to Mohammad Alathel, the founder and now Managing Director of the company, Serhan brings with him over 24 years of global experience with top hotel chains and a proven track record in building and managing successful hospitality properties.

This significant leadership appointment comes as Amsa Hospitality positions itself for aggressive growth in line with Saudi Vision 2030, the Kingdom’s strategic initiative aimed at transforming its economy, with tourism and hospitality playing a central role in that vision. Under Serhan’s leadership, Amsa Hospitality will open multiple new hotels, form key partnerships with global brands, and develop local talent through innovative collaborations with Saudi universities.

A Proven Leader with Global Expertise

Muin Serhan brings a wealth of experience and expertise to his new role as CEO. Over the past 24 years, he has held key leadership positions with some of the world’s most prestigious hotel chains, where he earned recognition for his ability to open, operate, and scale properties in various locations. His career has spanned numerous countries, giving him a unique understanding of the global hospitality landscape, as well as deep insights into the Saudi Arabian market.

Serhan’s previous roles included managing high-profile hotel projects both in the Kingdom of Saudi Arabia and abroad, where he consistently demonstrated his leadership, resilience, and operational acumen. His award-winning career has established him as a trusted figure in the hospitality industry, making him the ideal candidate to steer Amsa Hospitality through its next phase of growth.

Mohammad Alathel, the founder and Managing Director of Amsa Hospitality, expressed his confidence in Serhan’s ability to lead the company forward: “I am thrilled to have Muin join our growing company. With so many exciting projects ahead, including hotel openings in partnership with some of the world’s leading hotel brands, we need the resilience and leadership that Muin has consistently demonstrated throughout his career.”

Expanding Amsa Hospitality’s Portfolio: 18 Accor Hotels in Saudi Arabia

One of the key initiatives that Serhan will spearhead in his role as CEO is the expansion of Amsa Hospitality’s portfolio through the opening of 18 Accor midscale properties in various secondary cities across Saudi Arabia. These hotel openings will further solidify Amsa’s presence in the region, supporting the Kingdom’s push to diversify its economy by expanding tourism and hospitality services beyond the major cities of Riyadh, Jeddah, and Makkah.

Among the first properties to open under Serhan’s leadership is the Mercure Khamis Mushait, which will offer top-tier amenities and services to both domestic and international travelers in one of Saudi Arabia’s emerging tourist destinations. With the country’s increased focus on tourism development, these new hotel properties will serve as vital infrastructure to attract more visitors to Saudi Arabia’s cultural and natural attractions.

Another significant project that will launch under Serhan’s direction is the imminent opening of the Radisson Hotel Madinah. As one of the holiest cities in Islam, Madinah is a key destination for religious tourism, and the opening of this Radisson property will meet the growing demand for high-quality accommodations in the region.

Strategic Growth Aims: 10,000 Hotel Keys by 2034

Amsa Hospitality’s long-term growth strategy aims to achieve a portfolio of 10,000 hotel keys by 2034. This ambitious target aligns with Saudi Vision 2030, which is focused on increasing tourism’s contribution to the Saudi economy and attracting millions of visitors from around the world.

Serhan will play a crucial role in driving this growth by leveraging Amsa’s partnerships with global hotel brands, such as Accor and Radisson, and identifying new opportunities for expansion. With Serhan’s extensive experience in overseeing large-scale hotel operations, Amsa Hospitality is well-positioned to achieve its goal of becoming a major player in the Saudi hospitality industry.
Amsa Hospitality’s Academy: Developing Saudi Talent

In addition to hotel openings and partnerships, Serhan will also oversee the development of Amsa Hospitality’s newly launched academy, which aims to nurture and develop local talent in Saudi Arabia’s burgeoning hospitality sector. As part of this initiative, Amsa Hospitality will collaborate with some of the Kingdom’s most prestigious universities to create educational programs focused on hospitality management and operations.

These collaborations are designed to equip the next generation of Saudi professionals with the skills and expertise needed to thrive in the competitive global hospitality industry. The academy will provide training in areas such as hotel management, customer service, and hospitality technology, ensuring that Saudi Arabia has a well-prepared workforce to support its growing tourism sector.

By investing in local talent development, Amsa Hospitality is aligning with Saudi Vision 2030’s goal of creating more employment opportunities for Saudi nationals and reducing the Kingdom’s dependence on foreign labor in key industries like hospitality and tourism.

Strategic Partnerships with Global Hotel Brands

Amsa Hospitality’s success in expanding its portfolio and achieving its growth targets will be underpinned by its strategic partnerships with some of the world’s leading hotel brands. In addition to its existing partnerships with Accor and Radisson, Amsa Hospitality is exploring further collaborations with global hotel chains to bring internationally recognized brands to Saudi Arabia.

These partnerships will not only enhance Amsa’s ability to provide high-quality accommodations and services but also help to attract more international tourists to the Kingdom. By aligning with well-known global brands, Amsa Hospitality will be able to tap into new markets and customer bases, driving revenue growth and brand recognition.

Supporting Saudi Vision 2030: Amsа Hospitality’s Role in Tourism Growth

Amsa Hospitality’s growth strategy is closely aligned with Saudi Vision 2030, a transformative initiative aimed at reducing Saudi Arabia’s reliance on oil and expanding the Kingdom’s non-oil sectors, including tourism and hospitality. As part of Vision 2030, Saudi Arabia is working to increase the number of visitors to the country, both for religious purposes and leisure, and aims to become a top global destination for travelers.

Through its investments in hotel infrastructure, strategic partnerships with global brands, and focus on developing local talent, Amsa Hospitality is playing a key role in realizing Vision 2030’s tourism objectives. By 2024, the company plans to have several new properties operational, providing essential accommodation options for both domestic and international travelers.

Amsa’s focus on expanding into secondary cities is also in line with Vision 2030’s goal of promoting sustainable tourism development across all regions of the Kingdom, not just in major metropolitan areas.
Conclusion: A Bright Future Under Muin Serhan’s Leadership

The appointment of Muin Serhan as CEO marks an important step in Amsa Hospitality’s journey toward becoming a major player in the Saudi and global hospitality industries. With his extensive experience and leadership capabilities, Serhan is well-equipped to lead Amsa Hospitality through its ambitious expansion plans, including the opening of 18 Accor properties, the launch of Radisson Hotel Madinah, and the development of the Amsa Hospitality Academy.

As Amsa continues to grow and expand its portfolio, the company is poised to make a significant impact on the Saudi tourism sector and contribute to the goals of Saudi Vision 2030. With a focus on providing high-quality hotel services, strategic partnerships with global brands, and investing in local talent, Amsa Hospitality is well on its way to becoming a leader in the Saudi hospitality industry under Serhan’s visionary leadership.

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