Redefining Arabian hospitality for modern times with Amsa Hospitality

Redefining Arabian hospitality for modern times with Amsa Hospitality

Blending tradition with modernity, Amsa Hospitality is redefining Arabian hospitality. The company showcases Saudi culture while driving innovation and sustainable growth in the tourism sector. With Muin Serhan at the helm as CEO, Amsa Hospitality is propelling business growth further.

Amsa Hospitality Arabian vibes 

Launched in 2020, Amsa Hospitality showcases Saudi Arabia’s rich traditions of hospitality and generosity while aiming for global transformation. Through sustainable innovation, the company seeks to redefine the Kingdom’s hospitality landscape and significantly impact the broader global industry.

As a Saudi-born startup, Amsa Hospitality is keen on preserving its core Arabian values while modernizing its delivery methods worldwide. True to its motto of being the hallmark of Arabian hospitality, it consistently prioritizes authenticity in its services.

Driving growth and innovation with Muin Serhan

Muin Serhan was appointed Chief Executive Officer of Amsa Hospitality earlier this year. He previously held several senior leadership positions for Marriott’s hospitality developments on Sindalah Island, part of NEOM and an important project of Saudi Vision 2023.

As part of his responsibilities at Amsa Hospitality, Serhan focuses on accelerating the company’s growth across various new business initiatives and ventures. This includes overseeing the launch of 18 Accor midscale properties in secondary Saudi cities.

In addition to Accor properties, Amsa Hospitality manages multiple properties under the Radisson brand and is exploring potential collaborations with other leading international hotel brands.

Balancing tradition and innovation

Amsa Hospitality strategically combines the reliability of globally recognized brands with the renowned generosity embedded deeply within Saudi culture. Hospitality is part of the Saudi DNA – an aspect Amsa Hospitality aims to highlight in its offerings.

In the company’s view, it is crucial to strike the right balance between the efficiency of hotel technology and the warmth of the local culture. Although tech advancements are inevitable and beneficial in many ways, these should enhance but never replace the human touch. Ultimately, technological progress should be carefully aligned with hospitality values, ensuring the guest experience remains personalized and memorable.

Key milestones

Amsa Hospitality has celebrated remarkable growth in 2024. Indeed, numerous achievements have driven the company forward and motivated the team to achieve even greater heights.

Key 2024 milestones include the signing of the Radisson Madinah Hotel and the launch of a vocational training academy. Amsa Hospitality Academy, developed in partnership with Luxury Hotelschool Paris, aims to foster local talent development and address the travel industry’s workforce shortage challenge. The academy is open to all aspiring Saudi hoteliers, not only prospective employees of Amsa Hospitality’s properties.

Amsa Hospitality’s dedication has been recognized with multiple awards this past year. And with several upcoming hotel openings and key partnerships in the horizon, the Saudi startup is certain to make a lasting impact in the industry.

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About author

Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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