Amsa Hospitality, a rapidly growing Saudi-based hospitality startup, has announced the appointment of Muin Serhan as its new Chief Executive Officer (CEO). This strategic move signals the company’s commitment to ambitious expansion plans, aligning perfectly with Saudi Vision 2030 – a transformative initiative aimed at diversifying the Kingdom’s economy with tourism and hospitality playing a central role.
Serhan, a seasoned hotelier with a distinguished international background, brings over 24 years of experience in leading successful hospitality projects across the globe. His proven track record in building and managing properties, coupled with his deep understanding of the Saudi Arabian market, makes him the ideal candidate to steer Amsa Hospitality through its next phase of growth. He reports directly to Mohammad Alathel, the company’s founder and Managing Director.
Under Serhan’s leadership, Amsa Hospitality is set to make significant strides. The company plans to open multiple new hotels across Saudi Arabia, forging key partnerships with renowned global brands, and fostering local talent through innovative collaborations with Saudi universities. This commitment to developing local talent is a testament to Amsa Hospitality’s dedication to supporting Saudi Vision 2030’s goal of creating employment opportunities for Saudi nationals.
One of the key initiatives Serhan will spearhead is the expansion of Amsa Hospitality’s portfolio through the opening of 18 Accor midscale properties in secondary cities across Saudi Arabia. This strategic move 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, offering top-tier amenities and services to both domestic and international travelers in one of Saudi Arabia’s emerging tourist destinations. Another significant project is the imminent opening of the Radisson Hotel Madinah, a key destination for religious tourism. These new hotel properties will serve as vital infrastructure to attract more visitors to Saudi Arabia’s cultural and natural attractions.
Amsa Hospitality’s long-term growth strategy aims to achieve a portfolio of 10,000 hotel keys by 2034. This ambitious target aligns perfectly with Saudi Vision 2030’s focus 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.
In addition to hotel openings and strategic partnerships, Serhan will oversee the development of Amsa Hospitality’s newly launched academy. This initiative aims to nurture and develop local talent in Saudi Arabia’s burgeoning hospitality sector. 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.
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.
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.
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. 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.
