Hospitality News

AMSA Hospitality and Accor Join Forces to Redefine Saudi Arabia’s Hospitality Landscape

Published

3 years ago

June 8, 2023

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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.

Hospitality

99 Sushi Bar & Restaurant Is Moving to Dubai Creek Harbour This Q4

Published

3 hours ago

September 8, 2026

Integrator Web-Editor

99 Sushi Bar & Restaurant is set to enter a new chapter this Q4, with the award-winning Japanese dining destination relocating to Dubai Creek Harbour. Opening in Q4 2026, the new venue will bring a premium fine-dining offering to the growing waterfront community, with a larger bar and lounge, a lifestyle-led terrace and views that will form part of the experience. While the new destination will introduce a fresh energy and more elevated approach, it will remain rooted in the contemporary Japanese cuisine and signature dishes that have defined 99 Sushi.

Founded in Madrid in 2005, 99 Sushi Bar & Restaurant is renowned for its precision-led Japanese craftsmanship, ultra-premium ingredients and refined dining experience, with its Abu Dhabi flagship awarded a MICHELIN Star for three consecutive years. The brand has grown into an international dining name across Spain, the UAE, Monaco, Rabat and Budapest, with further global expansion underway. In Dubai, 99 Sushi was previously located in Downtown before embarking on this next chapter at Dubai Creek Harbour, alongside the launch of its highly anticipated London restaurant.

Hospitality

Turn Saudi National Day into a Private Island Escape with Sun Siyam

Published

3 hours ago

September 8, 2026

Integrator Web-Editor

This year’s Saudi National Day offers more than a long weekend. With direct flights connecting Riyadh and Jeddah with the Maldives, Saudi travellers can exchange city life for spacious private villas, world-class dining and some of the Indian Ocean’s most memorable experiences in under a day. Across its Maldivian resorts, Sun Siyam brings together many of the things Saudi travellers look for in an island holiday – space, privacy, family-friendly experiences, premium all-inclusive halal dining and plenty to experience without leaving the island.

Across the Maldives, Sun Siyam’s three collections offer a different experience for every kind of National Day escape. The Luxury Collection, includes Sun Siyam Iru Fushi, focuses on elevated island living, privacy and spacious accommodation; the Lifestyle Collection, featuring Siyam World and Sun Siyam Olhuveli, brings together entertainment, experiences and family fun; while the Privé Collection’s Sun Siyam Iru Veli, Sun Siyam Vilu Reef and Sun Siyam Pasikudah (in Sri Lanka) offers a more intimate barefoot island escape.

For Families Who Want Space, Privacy and More Choice

Sun Siyam Iru Fushi combines luxurious beach and overwater villas, including private-pool options, with plenty for every generation to enjoy. Families can spend their days between the beach, pools, water sports and kids’ activities, while parents can retreat to the award-winning Spa by Thalgo for a quieter side of island life.

Dining is also a major part of the experience, with 15 dining and drink venues offering plenty of choice throughout the stay. Premium all-inclusive options, halal food and in-villa dining and floating breakfasts make it easy to dine on your own schedule, while multilingual butler service, including Arabic-speaking assistance, adds another layer of convenience for Saudi guests. With kids staying free on selected offers, Iru Fushi is particularly suited to larger families looking to spend the their holiday together without compromising on privacy.

For Adventure from Morning to Night

Few resorts in the Maldives can promise horse riding in the morning, shipwreck diving in the afternoon and an evening of go-kart racing. Siyam World was designed for travellers who believe one holiday should contain many adventures, bringing an unexpected sense of energy to the traditional Maldives experience.

Families and groups can move from the island’s horse ranch and go-kart track to its floating water park, dive beneath the surface to discover its shipwreck, or simply spend the day enjoying the beach and their private pool. Spacious villas and multi-bedroom residences give larger families and groups room to stay together, while an extensive choice of restaurants and bars means there is always somwhere different to dine.

The resort’s 24-hour WOW! Premium All-Inclusive concept brings dining, drinks and a wide range of experiences together, making Siyam World particularly well suited to Saudi families and groups looking for a holiday where almost everything is taken care of from the moment they arrive.

For Couples Who Want the Island to Themselves

For couples looking to turn the National Day break into a romantic escape, Sun Siyam Iru Veli, offers a more intimate side of the Maldives. Spacious beach and overwater suites, private pools and a strong sense of seclusion give couples the space and privacy to enjoy the island at their own pace.

With its honeymoon appeal, romantic dining experiences and premium all-inclusive offering, Iru Veli is particularly suited to couples looking for a few uninterrupted days together, combining privacy and understated island luxury in an intimate Maldivian setting.

With the Maldives within easy reach of Saudi Arabia, National Day is a chance to make the long weekend feel considerably longer. So why wait? Pack your bags and turn this year’s celebration into an island escape with Sun Siyam. For the latest Sun Siyam packages, benefits and offers, visit sunsiyam.com/offers or book@sunsiyam.com

Hospitality

Sana Dubai Launches “Hashhhhhhhhh Brunch,” a Sunday Ritual Rooted in Uzbek Comfort Food

Published

4 hours ago

September 8, 2026

Integrator Web-Editor

Sana Dubai, the Uzbek dining destination at Jumeirah Mina Al Salam, announced the launch of its new weekly Sunday Brunch, “Hashhhhhhhhh Brunch,” beginning September 13, 2026. Running every Sunday from 12:00 PM to 4:00 PM, the brunch reimagines the day after Saturday night as a ritual of recovery, “the Uzbek way.”

Guests will gather around a table designed for sharing, opening with fresh Uzbek vegetables before moving into Sana’s signature Hash: a steaming bowl finished with baked bone marrow and garlic, a dish generations swear by the morning after. From there, diners choose their “cure” — slow-cooked wagyu beef cheek with silky potato purée, carved tableside by the chef, or a whole river-caught Sazan fish in garlic ajika sauce. The feast closes with a plate of traditional Uzbek sweets.

“Hash has always held a special place in Uzbek cuisine — a dish generations have gathered around, made slowly and with care. We wanted to give it the spotlight it deserves, so we built our Sunday Brunch around it: a truly authentic Uzbek feast, unhurried and generous, the way it’s meant to be shared.” — Leonid Litvin, General Manager, Sana Dubai

Hashhhhhhhhh Brunch is offered across three packages to suit every table:

Non-Alcoholic — AED 350 per person
House — AED 450 per person
Premium — AED 650 per person

The brunch is unhurried and indulgent by design, built for guests who want to slow down, gather with family and friends, and let a proper feast do the recovering.

Hashhhhhhhhh Brunch Every Sunday, 12:00 PM – 4:00 PM, starting September 13, 2026 Sana Restaurant, Jumeirah Mina Al Salam, Dubai Reservations:https://www.sevenrooms.com/experiences/sanarestaurant/sunday-brunch-5109127899627520?tracking=marketing