SAUDI ARABIA – Amsa Hospitality, a Saudi-based hospitality startup, has appointed Muin Serhan as its new Chief Executive Officer, a strategic move in line with the company’s expansion plans.
Serhan will report to Mohammad Alathel, the founder and Managing Director of the brand.
With 24 years of international experience in the hospitality industry, Serhan has held leadership roles at global hotel chains, focusing on the development and operation of large-scale properties in Saudi Arabia and abroad.
Founded in 2020, Amsa Hospitality has pioneered as the first Saudi-born startup redefining the hospitality sector, with a special emphasis on Arabian hospitality.
The company’s mission is to smoothly integrate the rich, ancestral Arabian traditions of generosity and welcoming into the contemporary world.
Collaborating with selected partners, Amsa Hospitality addresses the numerous opportunities and challenges facing today’s hotel industry.
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.
In his new position, he will oversee several key initiatives, including the opening of 18 Accor midscale hotels in secondary Saudi cities, starting with Mercure Khamis Mushait. Another major project under his leadership will be the launch of the Radisson Hotel Madinah.
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.
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.
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