Mercure Khamis Mushait in the Aseer region debuted in February 2025. Hameed Ali, the property’s GM tells us more about how the opening — the first internationally branded hotel in Khamis Mushait — will change the region’s hospitality landscape.
How would you describe the current state of the hospitality industry in Saudi Arabia and how has it evolved in recent years?
The kingdom’s hospitality industry has experienced remarkable change over the past three or four years. It has fueled economic growth, enhanced tourism opportunities and attracted global investors seeking to capitalize on the country’s expanding hospitality market. This momentum continues gaining strength rapidly, with international and regional hotel groups actively expanding nationwide, strategically targeting cities, coastal areas and mountainous regions to maximize tourism potential. Additionally, a well-balanced mix of economy, midscale and luxury hotels ensures diverse accommodation options that meet travelers’ varying preferences and budgets. Moreover, secondary cities like Abha are transforming into tourism hubs that showcase history and culture.
What are some of the key trends in KSA’s hospitality market?
One key trend in Saudi Arabia’s hotel sector is integrating technology to enhance customer service while carefully maintaining the essential human touch. Since much of this technology is still emerging, the industry remains in a learning phase, exploring its most effective guest-centric applications. Another notable trend is the substantial investment in training, ensuring young Saudis see hospitality as a promising and rewarding career path. For example, during the pre-opening phase of our property, graduates from King Khalid University are training through Amsa Hospitality Academy’s specialized vocational program. Ultimately, these advancements in technology and workforce development contribute to a stronger, more competitive, and guest-focused hospitality landscape across Saudi Arabia.
What differentiates KSA’s clientele from guests from other parts of the world?
Hotel guests in KSA include both Saudis and foreign expats, with most international visitors arriving from neighboring GCC countries for leisure. Therefore, inclusivity remains a crucial priority for hoteliers, ensuring all guests receive equal attention rather than emphasizing nationality-based differences. However, Saudi guests particularly stand out for their enthusiasm in exploring new domestic tourism activities introduced through Saudi Vision 2030. As a result, domestic tourism continues experiencing steady growth, becoming a key driver of hotel occupancy across various destinations within the kingdom. Specifically, in Aseer province, this increasing demand significantly contributes to the hospitality sector’s expansion.
Do you have any major announcements to share with our readers?
Absolutely! I am thrilled to announce our very own hotel opening, marking an exciting milestone for our team and community. In just a few days, we will proudly welcome guests to Mercure Khamis Mushait, the first internationally branded property in Khamis Mushait. This hotel is part of Amsa Hospitality’s strategic plan to open 18 properties with Accor across Saudi Arabia’s rapidly growing secondary cities. Consequently, the arrival of a prestigious global brand like Mercure in Khamis Mushait will greatly enhance the city’s hospitality sector. Moreover, this development will significantly contribute to economic growth, attracting visitors, creating jobs and fostering long-term prosperity for the local community.
