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

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3 years ago

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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.

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Mango Jam Studios and The SMC Group Forge Strategic Partnership to Connect Middle Eastern Brands with Global Music and Entertainment Talent

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20 minutes ago

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October 19, 2026

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Mango Jam Studios, an established audio post-production house in the Middle East, has entered into a strategic partnership with The SMC Group to expand access to international music, artists, celebrity talent and entertainment rights for brands, agencies and creative teams across the region.

Established in 2012, Mango Jam Studios has built a strong presence within the region’s advertising and creative landscape, delivering award-winning work for brands including Coca-Cola, Colgate, Mobily, P&G, IKEA and e&. Its core expertise spans bespoke music composition, voice recording, brand sonic development and sound design, alongside music licensing and artist collaborations for brand communication projects.

The partnership builds on an existing relationship between Mango Jam and The SMC Group, bringing together Mango Jam’s understanding of the Middle Eastern advertising and creative landscape with The SMC Group’s international network across music licensing, entertainment rights, artists and celebrity talent.

For brands and agencies, the collaboration provides a more direct and efficient route to global entertainment opportunities, from internationally recognised music and artists to celebrity talent, image and likeness rights and bespoke entertainment partnerships.

“The Middle East has a fast-moving advertising industry, and our clients increasingly want access to talent and music that can help them create stronger connections with their audiences,” said Wilbur D’Costa, Executive Producer, Mango Jam Studios. “The SMC Group’s reach and understanding of the international entertainment industry makes them an ideal collaborator for us. By bringing their global network together with our regional relationships and creative expertise, we can offer our clients a much wider range of solutions while continuing to understand the cultural and creative nuances of the market.”

The SMC Group, which has operated internationally since 1999, brings experience across celebrity procurement, artist partnerships, music licensing, image and likeness rights and entertainment-led brand campaigns. Through the partnership, its global infrastructure becomes more accessible to agencies, production companies and brands operating across the Middle East.

“For us, this partnership is about making our existing global access significantly more available to the Middle East,” said Maurice Hamilton, Global CEO, The SMC Group. “Mango Jam understands the region, its creative landscape and the way agencies and brands operate. We bring the international layer, including access to global music, artists, celebrities and entertainment rights. Together, we can create a much more straightforward route for clients looking to access the global entertainment industry.”

The partnership will enable clients to approach a broader range of entertainment briefs through a streamlined process, with support across music licensing, artist and celebrity procurement, usage rights, territories, platforms, duration and commercial terms.

Mango Jam’s regional client relationships and creative capabilities, combined with The SMC Group’s international talent and rights network, will also enable campaigns to extend beyond geographical boundaries while remaining grounded in the needs of the Middle Eastern market.

“Our ambition is to build a collaboration that is known for being thoughtful about both client and artist needs, while working efficiently within time and budget considerations,” added D’Costa. “Over time, we want to become a go-to partner for brands and agencies when it comes to artist and celebrity management for brand communication.”

Hamilton added: “When an agency or brand in the Middle East thinks about music licensing, celebrity talent, artists or entertainment rights, we want The SMC Group and Mango Jam to be among the first calls they make. Together, we are building a single access point connecting brands and agencies in the region with global music, talent and entertainment opportunities.”

The partnership marks a step towards making global music, talent and entertainment rights more accessible to the Middle Eastern advertising and creative industry, combining regional market knowledge with international access and rights expertise.

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AL HABTOOR GRAND RESORT, AUTOGRAPH COLLECTION APPOINTS CHRISTOPHE DELABARRE AS HOTEL MANAGER

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22 minutes ago

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October 19, 2026

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Al Habtoor Grand Resort, Autograph Collection has announced the appointment of Christophe Delabarre as Hotel Manager, strengthening the resort’s senior leadership team as it enters its next phase of growth.

With more than 20 years of international hospitality experience, Christophe has held key leadership positions with globally recognised brands including IHG, Marriott, Hilton, Mandarin Oriental and Disneyland Paris. His career spans Europe, Asia and the Middle East, bringing a broad international perspective shaped by diverse hospitality markets and operating environments.

Throughout his career, Christophe has built a strong track record in driving operational performance, developing successful restaurant and guest experience concepts, and building high-performing teams. His combination of international expertise and hands-on operational leadership will support the continued evolution of Al Habtoor Grand Resort.

In his new role, Christophe will oversee the resort’s day-to-day operations and strategic enhancements, with a focus on strengthening Rooms and Food & Beverage performance, identifying new revenue opportunities and further enhancing the guest journey. He will also play an important role in developing the resort’s talent and fostering a collaborative, performance-driven team culture.

Christophe brings a wealth of international experience and a strong understanding of what it takes to operate successfully across diverse hospitality markets,” said Khalid Saeed, General Manager, Al Habtoor Grand Resort, Autograph Collection. “His operational expertise, commercial mindset and ability to inspire teams make him a valuable addition to our leadership. We are delighted to welcome Christophe and look forward to working together as we continue to strengthen the resort’s positioning and future growth.”

Commenting on his appointment, Christophe Delabarre, Hotel Manager, Al Habtoor Grand Resort, Autograph Collection, said: “I am delighted to join Al Habtoor Grand Resort and become part of such an experienced team. I look forward to building on the resort’s strong foundations, bringing fresh perspectives and inspiration gathered throughout my career. I am excited to contribute new ideas that enhance our operations, elevate the guest journey, and create memorable Autograph Moments that are unique to this destination. I look forward to working closely with the team, contributing to the resort’s ongoing development success.”

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Majid Al Futtaim Partners with Sunset Hospitality Group to Launch Maravelle, a Flagship Wellness and Lifestyle Destination at Ghaf Woods

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29 minutes ago

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October 19, 2026

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Majid Al Futtaim today announced a strategic partnership with Sunset Hospitality Group (SHG), one of the world’s leading lifestyle hospitality companies, to operate Maravelle, a flagship wellness and lifestyle destination at Ghaf Woods, Dubai’s first forest-living community. The collaboration brings together Majid Al Futtaim’s expertise in developing distinctive destinations with Sunset Hospitality Group’s specialist expertise across hospitality, wellness, fitness and lifestyle concepts.

Located at the heart of Ghaf Woods, Maravelle will bring together wellness, fitness, recovery, spa, nutrition and curated food and beverage. Designed to connect seamlessly with the community’s forest trails and its landscape of more than 35,000 trees, Maravelle will offer residents, members and visitors a dedicated setting for wellbeing, social connection and discovery.

Maravelle forms part of Majid Al Futtaim’s wider vision for Ghaf Woods, alongside its residential offering, retail and hospitality destinations, including Ghaf Woods Mall. Conceived around its distinctive natural setting, Ghaf Woods brings together a considered mix of living, leisure, retail and wellness within one connected environment.

Majid Al Futtaim leads the development of Ghaf Woods and its overall destination vision, drawing on its track record of creating places that bring together distinctive environments, communities and amenities. Sunset Hospitality Group will operate Maravelle, bringing its specialist expertise across hospitality, wellness, fitness and lifestyle, supported by a global portfolio of more than 100 destinations.

“This partnership reflects our ambition to elevate wellness from an amenity to a way of life,” said Ahmed Elshamy, Chief Executive Officer – Development at Majid Al Futtaim. “Maravelle is an important part of our vision for Ghaf Woods, adding a dedicated wellness and lifestyle offering to the wider destination. Ghaf Woods reflects our approach to creating communities where nature, wellbeing and thoughtfully considered amenities come together to shape how people live and spend their time. By partnering with Sunset Hospitality Group, we are bringing the specialist operational expertise required to deliver Maravelle to a high standard and raise the bar for what wellness can mean within the communities of tomorrow.”

Maravelle will welcome both Ghaf Woods residents and a carefully curated membership community, extending its offering beyond the residential population. Its programme will encompass fitness, recovery, nutrition, spa and hospitality, alongside opportunities to connect and engage within the setting of Ghaf Woods.

“Wellness has always meant more to us than a business line. It is an integral part of the future of lifestyle, and it is about designing a world that changes how people feel the moment they step into it,” said Antonio Gonzalez, Chairman and Group CEO of Sunset Hospitality Group. “Ghaf Woods gave us something rare: a community built around nature from the ground up, and the chance to create in Maravelle a wellness experience that belongs entirely to its setting. Working with Majid Al Futtaim on a destination this thoughtfully conceived is exactly the kind of partnership that pushes Sunset’s wellness ambitions forward.”

Maravelle adds a dedicated wellness proposition to Ghaf Woods, complementing its extensive forest landscape and broader mix of amenities. Its introduction marks another step in the evolution of Ghaf Woods, adding a new dimension to the destination and reinforcing its position as a place where nature, wellbeing and lifestyle come together.

As Ghaf Woods continues to take shape, Maravelle reflects Majid Al Futtaim’s commitment to developing innovative, future-focused communities that offer more than a place to live. By bringing together residential living with wellness, hospitality, retail and leisure, Ghaf Woods is shaping a distinctive proposition designed to create long-term value for residents, members and the wider community.

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