Muin Serhan

Amsa Hospitality 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. 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.

Amsa Hospitality's long-term goal is to expand its portfolio to 10,000 hotel keys by 2034. Alongside overseeing new hotel openings, Serhan will lead the company's newly launched academy, designed to collaborate with Saudi Arabia's top universities to nurture local talent for the hospitality sector, supporting the Kingdom's Vision 2030.

Founded in 2020, Amsa Hospitality is Saudi Arabia's first hospitality start-up focused on blending Arabian traditions of hospitality with modern hotel industry practices. Its partnerships with leading hotel brands aim to address current challenges and capitalize on opportunities in the market.

Amsa Hospitality
Amsa Hospitality
Riyadh
Saudi Arabia
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