Amsa Hospitality has announced the appointment of Muin Serhan as its new chief executive officer, a move aligned with its corporate expansion strategy. He will report directly to Mohammad Alathel, founder and managing director of the hospitality brand.
Serhan has 24 years of international experience in the hospitality industry. His career includes leadership roles with global hotel chains, focusing on building and operating large properties in Saudi Arabia and abroad.
In his new role, Serhan will oversee several key projects, including the opening of 18 Accor midscale hotels in secondary Saudi cities. The first of these is set to be Mercure Khamis Mushait. Another significant development under his leadership will be the opening of the Radisson Hotel Madinah.
Amsa Hospitality aims to increase its portfolio to 10,000 hotel keys by 2034 as part of its long-term growth plan. In addition to managing hotel openings, Serhan will lead the company’s newly launched academy, which aims to collaborate with some of Saudi Arabia’s top universities to develop local talent for the hospitality sector, aligning with the Kingdom’s Vision 2030.
Founded in 2020, Amsa Hospitality is Saudi Arabia’s first hospitality start-up focused on integrating Arabian traditions of generosity and hospitality into the modern hotel industry. The company’s partnerships with leading hotel brands are intended to address current opportunities and challenges within the sector.
