Saudi-based hospitality group, Amsa Hospitality, has appointed a seasoned hotelier as its new Chief Executive Officer, as part of its corporate expansion and its ambitious goal of possessing 10,000 hotel keys in its portfolio by 2034.

Muin Serhan brings 24 years of global experience with leading hotel chains to his new role. His award-winning career has demonstrated his ability to successfully build and operate large properties in various locations, both within the kingdom and abroad.

Serhan, who has an international background, will report to Mohammad Alathel, founder and now Managing Director of the Saudi hospitality startup.

Alathel, Managing Director of Amsa Hospitality, said: “I am thrilled to have Muin join our growing company. With so many exciting projects ahead, including hotel openings in partnership with some of the world’s leading hotel brands, we need the resilience and leadership that Muin has consistently demonstrated throughout his career.”

Among the initial projects under Serhan’s leadership will be the opening of 18 Accor midscale properties in secondary Saudi cities, including Mercure Khamis Mushait.

Another imminent hotel opening is that of Radisson Hotel Madinah.

Serhan will oversee the first collaborations of Amsa Hospitality’s newly-launched academy with some of the kingdom’s most prestigious universities.