In this episode of the FHS Podcast, Marloes Knippenberg, CEO of Kerten Hospitality, shares how the company is redefining destination development across Saudi Arabia and beyond. From discovering untapped locations, to launching lifestyle-focused hospitality projects that resonate with curious, adventurous locals, Kerten’s approach is rooted in community collaboration and cultural storytelling. Marloes highlights the importance of building with, not just for, local communities through art, mentorship, and authentic engagement. Whether it’s female artists in AlUla or bread bakers guiding guests through heritage spaces, this episode explores how hospitality can create real connections that enrich destinations and experiences alike.