Serb Holding Group has grown into one of Saudi Arabia’s leading hospitality and services organizations, fully aligned with Vision 2030. The relaunch marked a renewed commitment to innovation, sustainable growth, and operational excellence, positioning Serb as a trusted operator.

The group focuses on enhancing revenue, expanding geographic presence, diversifying income streams, and achieving financial sustainability, while consistently exceeding client and guest expectations. Its portfolio includes internationally recognized hotel brands such as The Biltmore, Grand Millennium, and Kingsgate, delivering high occupancy, superior service, and operational efficiency through centralized management, standardized processes, and shared services.

Serb also provides consulting, shared services, finance and travel solutions, empowering employees and ensuring seamless experiences for guests. Strategic partnerships, including a cooperation agreement with Millennium Group, strengthen knowledge sharing and innovation.

The group actively contributes to Saudi Arabia’s Vision 2030, supporting tourism growth, economic diversification, and community development, while remaining a strategic enabler of growth, a cultivator of talent, and a creator of sustainable value.