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Hospitality News
AMSA Hospitality and Accor Join Forces to Redefine Saudi Arabia’s Hospitality Landscape
The Integrator had an exclusive interview with Denis Sorin, President of Hospitality, AMSA Hospitality.
How does AMSA Hospitality differentiate itself in the industry and what is its core principle?
AMSA Hospitality is not just an ordinary company; it stands out with its unique approach. We have a unique presence on the global market with the Arabian hospitality proposal. We go much further than anyone else down that road. It’s not only décor elements and Arabized uniforms, it’s a new hospitality concept. We were able to come up with such an out of box forward thinking – imagine: bringing centuries-old Arabian traditions of welcoming and generosity to 21st-century expectations -, so we were able to come up with this unique Arabian hospitality concept thanks to our core principle, which is being the hallmark in the industry. To us, being the hallmark means being different and leading the way. We consider ourselves a citizen company, which encompasses caring for the environment, and people, and setting an example for others. When we hire someone, it’s not just based on their skills and expertise, but also their concern for their colleagues and the environment. A hotel is more than just a physical structure; it’s an ecosystem of people, and we value that aspect. We also extend our care to suppliers and various other stakeholders.
As an example of our commitment, we are in the process of implementing a fair trade system. This means that we strive to ensure that the products we purchase, including items like bed sheets, linens, and tableware, are sourced through fair trade practices. We aim to eliminate any involvement of child labor or any unethical practices from our supply chain. AMSA Hospitality goes beyond providing exceptional hospitality; we strive to make a positive impact in every aspect of our operations, caring for both people and the environment.
What kind of opportunities do you see in KSA for the hospitality industry that led you to start this startup?
Saudi Arabia is becoming a prime destination not just within the Middle East, but also beyond it. The transformation that has taken place in the past couple of decades is remarkable. With the multitude of projects being announced almost daily, one can envision the potential for numerous opportunities. It seems like there could be two hotels here, ten projects there, and perhaps even five more in another location. It’s a market with endless needs, and we can only try our best to meet them all.
As you know, during the 2023 edition of the Arabian Travel Market in Dubai, we signed a global agreement with Accor to establish 18 hotels in the Kingdom’s secondary cities. This aligns with Saudi Arabia’s Project 2030, an initiative by the government to develop not only the major cities like Riyadh and Jeddah but also the secondary cities. The aim is to enhance the quality of hotels in these areas. So, we decided to contribute by venturing into these cities, and developing top-notch hotels in collaboration with Accor.
How does the Arabian hospitality industry differ from other parts of the world?
Western countries already have Western hospitality ingrained in their culture, so they don’t need to promote it actively. However, Arabian hospitality has its distinct identity. We proudly claim our Arab heritage and possess our unique way of thinking. When we delve into the concept of Arabian Hospitality, we ponder upon the dominance of Westernized hotel chains in the region. Most renowned chains follow a Western model, but we challenge that norm. We believe in standing apart and saying, “No, we want to be different.”
Consider Asia, where the Shangri-La brand represents an authentic and luxurious Asian experience. We aim to achieve a similar status for the Arab world. We aspire to become the Shangri-La of the Arab region, offering a genuinely Arab lifestyle hospitality experience that showcases our cultural richness and values available to all, that’s why our new brand aims at the midscale market.
What kind of initiatives are you currently working on to showcase Arab culture in modern tourism?
When you visit Saudi Arabia, one of the notable observations is that Saudi nationals are not yet the majority of the employees in hotels, particularly in areas such as restaurants and housekeeping. To address this issue, we have taken the initiative to maximize the Saudization of our hotels. In the ongoing project with Accor, our goal is to have our hotels staffed by 80-90% Saudi nationals. We are not merely pretending; we are genuinely committed to Saudization.
What are your upcoming plans for AMSA Hospitality in the next five years?
We have ambitious plans, although I cannot disclose them at this moment. However, I can assure you that we will be announcing them next year. We work on our plans well in advance before implementing them. Currently, our primary focus is on the development of secondary cities. The project entails the establishment of 18 hotels, which is a substantial number. We also aim to develop more hotels in major cities, where we keep our unique approach in terms of people management, Saudization, and care.
In cities like Riyadh and Jeddah, you either find local hotels with lower quality or international brands dominating the market. We want to differentiate ourselves by offering an authentic experience. When visitors come to these cities and seek something genuine, we want them to choose us. Therefore, our project includes developments in Jeddah, Riyadh, and anywhere else where we see an opportunity in addition to the 18 hotels in collaboration with Accor. Rest assured, there is much more to come beyond these ventures.
Hidden behind its signature veil of intrigue, Himitsu introduces The Sake Series, a curated exploration of Japan’s most revered spirit. Available Thursday to Sunday, this new ritual invites guests to discover sake through a collection of tasting flights and pairings that celebrate the craft and character of sake.
The experience is presented in two chapters. The first, The Himitsu Sake Series, features four tasting flights (two sakes per flight, no food) priced from AED 40, and the second, The Four Seasonal Paths, offers seasonal pairings (two sakes + small plates) priced from AED 95, moving through Spring, Summer, Autumn, and Winter.
The Himitsu Sake Series
The Himitsu Sake Series introduces four curated tasting flights, priced from AED 40, each featuring two distinct sakes chosen to showcase a particular facet of Japanese brewing. Guests can explore The Earth’s Whisper, pairing two expressions that highlight clarity and umami depth; Blossoms in Balance, where floral and fruity notes create harmony; Wings of Elegance, a study in refinement and precision; and Clouds & Bubbles, a playful contrast between traditional craftsmanship and modern effervescence. Together, these flights offer a guided journey through Japan’s finest sake styles, one sip at a time.
The Four Seasonal Paths
For guests looking to explore further, The Four Seasonal Paths offers a tasting journey inspired by Japan’s four seasons: Spring, Summer, Autumn, and Winter. Each pairing combines two sakes with complementary small plates, designed to mirror the flavours and emotions of the season. Think hamachi carpaccio and spicy tuna handrolls for spring’s freshness, unagi nigiri and prawn tempura maki for the richness of summer, and so on. Prices start from AED 95, with each pairing designed to take guests through a progression of flavours that reflect the changing moods of the seasons.
Available from Thursday to Sunday, The Himitsu Sake Series invites guests to slow down, sip, and see sake through a new lens, quietly, behind closed doors.
Hospitality
CELEBRATE NEW YEAR’S EVE WITH FRONT-ROW BURJ KHALIFA FIREWORKS VIEWS AT BISOU, ALBA, AND HIMITSU, IN DOWNTOWN DUBAI
This New Year’s Eve, Metafoodies Group invites guests to celebrate across Bisou, Alba, and Himitsu at Dubai Opera Plaza, offering some of Downtown Dubai’s most exclusive front-row views of the Burj Khalifa fireworks.
Set against the glittering backdrop of Downtown Dubai, the Dubai Opera Plaza transforms into one of the city’s most sought-after destinations on New Year’s Eve. With the Burj Khalifa fireworks at its doorstep, the atmosphere is electric yet effortlessly refined, creating a private vantage point for one of the world’s most iconic celebrations.
Designed to balance exclusivity and value, Metafoodies Group’s New Year’s Eve experiences offer guests the luxury of fine dining and spectacular views without the need for over-the-top packages. With early bird prices starting from AED 850 per person, guests can enjoy curated four-course menus, world-class entertainment, and a private view of the Burj Khalifa fireworks, an offering rarely seen in Downtown Dubai.
Known for its thoughtful design and imaginative concepts, Metafoodies Group continues to redefine Downtown Dubai’s dining scene. This New Year’s Eve celebration brings together the group’s signature touch: exceptional food, curated entertainment, and beautifully designed spaces, across its trio of destinations. Guests can also arrive in style via a complimentary luxury buggy service from across Downtown Dubai, ensuring a seamless and celebratory start to the night.
Location: Dubai Opera Plaza, Downtown Dubai
Timing: Doors open from 7 PM till late
Reservation: +971 58 140 6888 or booking link
Fireworks View: Guests will be escorted to Dubai Opera Garden’s private viewing deck, just before midnight for a viewing of the Burj Khalifa fireworks
Welcome the First Sunrise of 2026 at Alba, where contemporary Japanese elegance meets the radiance of the Dubai skyline. Guests are greeted with two complimentary glasses of bubbly before indulging in Akari No Yume, meaning “Dream of Light,” a four-course menu inspired by the purity and precision of Japanese cooking, crafted by Chef Vladimir Chistyakov.
The experience presents a choice between Miso King Crab Soup and Oxtail Soup, followed by four starters such as a Chef’s special selection of sushi, Wagyu Foie Tataki and more. Mains include a Miso-marinated Cod or Wagyu yakisoba, and finishing with seasonal fruit, matcha tiramisu, or chocolate fondant, all accompanied by tea or coffee.
Throughout the evening, a DJ, live percussionist, and avant-garde performances keep the atmosphere sleek and high-energy, ensuring guests dance well into the new year. As midnight nears, guests step onto the Dubai Opera Garden’s private viewing deck overlooking Dubai Opera Plaza for front-row views of the Burj Khalifa fireworks, a moment of light and renewal to welcome the year ahead.
Location: Dubai Opera Plaza, Downtown Dubai
Timing: Doors open from 7 PM till late
Reservation: +971 58 140 6888 or booking link
Fireworks View: Guests will be escorted to Dubai Opera Garden’s private viewing deck, just before midnight for a viewing of the Burj Khalifa fireworks
Step into the world of Gatsby at Bisou, where Parisian glamour sets the stage for an unforgettable New Year’s Eve surrounded by candlelight and rich red tones. Guests are greeted with two complimentary glasses of bubbles as 8-time Grammy-nominated pianist Ryan Roger serenades the room, setting the tone for an evening of effortless elegance.
The night unfolds with a four-course feast starting off with a choice of Crab Eclair, Foie Gras Terrine served with fresh homemade Brioche, Olivier with Duck, Crab Salad, Black caviar, or brioche and butter, with the second course being a choice of delicate pies of meat & morels served with sour cream and caviar. For the main course, guests may choose between Tournedos Rossini with foie gras and black truffle or lobster pasta, before ending on a sweet note with Bisou petit four, all accompanied by tea or coffee.
Just before the clock strikes twelve, guests will be escorted to an exclusive spot in Dubai Opera Garden’s private viewing deck for a front-row view of the Burj Khalifa fireworks, the city’s most spectacular celebration.
Location: Hidden within Alba, Dubai Opera Plaza, Downtown Dubai
Timing: From 10 PM till late
Reservation: +971 58 585 4273
Fireworks View: Guests will be escorted to Dubai Opera Garden’s private viewing deck, just before midnight for a viewing of the Burj Khalifa fireworks
From 10 PM, the lights dim and the celebration comes alive inside Himitsu, Downtown Dubai’s most elusive speakeasy, tucked within Alba. As the Burj Khalifa fireworks ignite the sky, guests can step outside to the Dubai Opera Garden private viewing deck for a front-row experience of the city’s most iconic display before returning to the hidden bar as it transforms into an intimate after-party.
Himitsu pulses with its own energy, hosting a seductive mix of music by DJ Charlotte Van de Peer, a resident DJ in London’s top spots, having previously supported worldwide acts such as Latmun, Solardo, Carl Cox at Mixmag, Foreverland with James Hype and Tita Lau, Sam Divine, and more. Alongside the eclectic music, guests can enjoy performances, and bespoke drinks from the Kagi, the bar’s legendary cocktail program offering 1296 combinations.
Entry requires a ticket priced at AED 1000, out of which AED 500 is fully redeemable on beverages throughout the night. With live DJ sets, immersive acts, and an atmosphere charged with mystery and allure, Himitsu is where the city’s most unforgettable New Year’s moments unfold.
From the architectural icon that redefined Dubai’s skyline comes a new reason to linger after sunset. ME by Meliá Dubai, the visionary masterpiece and newly honoured with a One Key distinction by the MICHELIN Guide 2025 proudly unveils its latest culinary offering – Grill by ME.
A relaxed yet refined dining affair set beside the hotel’s striking pool terrace, Grill by ME offers guests an elevated open-air buffet where contemporary dining meets effortless style. Bringing together live grill stations, curated beats, and ME by Meliá Dubai’s signature modern energy, the new concept is designed for both intimate evenings and vibrant gatherings – a place to unwind, connect, and savour the city’s unmistakable atmosphere.
The menu celebrates simplicity with style, from fresh salads and handmade pasta to sizzling grills and decadent desserts, all prepared at interactive stations. Every element is thoughtfully curated to create a dining experience that feels relaxed, refined, and distinctly Dubai.
Priced at AED 180 per person including soft beverages, Grill by ME runs Monday to Sunday, from 7 PM to 10:30 PM, at the hotel’s pool terrace. Little foodies aged six to eleven dine at half price.
Recently awarded a One Key distinction by the MICHELIN Guide 2025, ME by Meliá Dubai continues to push boundaries in design, hospitality, and dining. As the only hotel in the world designed inside and out by Zaha Hadid, it remains one of the city’s most iconic destinations – where every detail, from architecture, ambience and service is a work of art.
SOBHA FURNITURE UNVEILS ‘THE GALLERY’ — ITS FIRST FLAGSHIP SHOWROOM AT THE S IN DUBAIA SPACE TO CONNECT, COLLABORATE, AND CO-CREATE.
DISCOVER THE ART OF SAKE WITH HIMITSU’S NEW TASTING SERIES
CELEBRATE NEW YEAR’S EVE WITH FRONT-ROW BURJ KHALIFA FIREWORKS VIEWS AT BISOU, ALBA, AND HIMITSU, IN DOWNTOWN DUBAI
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