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.
