FHS is brought to you by The Bench Subscribe to our Newsletter
Our Events:FHS WorldFHS Saudi ArabiaFHS Africa (AHIF)BRF AsiaBRFAviaDevSAHIC
  • Home
  • About FHS
  • ESG Impact
  • Content Library
  • Award Winners

Loyalty Programme

  • FHS Club

Future Hospitality events

FHS World

FHS Saudi Arabia

FHS Africa

Our other events

  • BRF Asia
  • BRF
  • AviaDev
  • SAHIC
Content library

Podcast

Episode 91: Muin Serhan, Chief Executive Officer, Amsa Hospitality

In this episode of the FHS Podcast, Muin Serhan, CEO of Amsa Hospitality, joins Jonathan Worsley to explore how Amsa is reshaping Saudi Arabia’s hospitality landscape. Muin outlines the company’s bold strategy to tap into underserved secondary markets while also expanding in major cities like Riyadh and Jeddah. He explains Amsa’s four-pronged development approach—including land acquisition, JV partnerships, and management deals—and how its collaboration with leading hotel brands like Accor, Radisson, and IHG is accelerating growth. Muin also highlights the role of the Amsa Academy in training local talent, the company’s push into sustainable and tech-driven innovation, and the importance of aligning with Vision 2030. With a pipeline of over 10,000 keys, Amsa is charting a new path for homegrown hospitality in the Kingdom.

Published: 14 April 2025

Interviewer

Jonathan Worsley

Jonathan Worsley

Chairman & CEO

The Bench

Guest

Muin Serhan

Muin Serhan

Chief Executive Officer

Amsa Hospitality

Share this article

Join the Conversation

#FutureHospitalitySummit

Contact us

Privacy Policy

Code of Conduct

Want to stay updated on FHS?

If you haven't already registered your interest, simply submit your name and email and we'll make sure to keep you posted on all the exciting announcements we have in store for the event.

Organisers

The Bench has established a legacy for delivering world-leading investment forums and conferences in Europe, Africa, the Middle East, and Latin America. The Bench organises the Future Hospitality Summit (FHS) series including FHS World in Dubai, FHS Saudi Arabia and FHS Africa - and the AviaDev Africa conference.

© 2025 The Bench