In this episode of the FHS Podcast, Jonathan Worsley speaks with Serena Lim, Head of Growth at Ascott Limited, during the Future Hospitality Summit in Saudi Arabia. Serena shares how Ascott is actively contributing to the Kingdom’s Vision 2030 with a multi-brand strategy focused on flexibility, relevance, and long-term value creation. With three brands currently operating and two more, including the disruptive, community-driven "lyf" brand, set to launch, Serena discusses how Ascott is uniquely positioned to meet Saudi Arabia's rapidly evolving tourism and hospitality needs. She also dives into their asset-light growth model, their approach to designing adaptable, future-proof spaces, and why community engagement and localisation are critical to brand success in the Kingdom.