Hospitality News
Almosafer’s CEO Shares the Company’s Evolution from Hotel Booking Platform to a Comprehensive Omnichannel Travel Agency
The Integrator had an exclusive interview with Muzzammil Ahussain, CEO, Almosafer. He sheds light on how the company started and transformed into one of the largest omnichannel travel agency of the Middle East.
What was the main idea behind starting Almosafer?
Almosafer, part of Seera Group, was founded in 2013 with the original intention of creating a travel booking platform for Saudis focused specifically on hotel reservations. As time went on, we experienced significant growth and Almosafer was transformed into a fully-fledged omnichannel travel agency for the Middle East. I have since overseen the amalgamation of all of Seera Group’s travel businesses under the Almosafer umbrella. These businesses include Almosafer, Almosafer Business, Discover Saudi, and Mawasim.
How does Almosafer differentiate itself from other travel brands in the Middle East?
Almosafer stands out in the Middle East market due to our comprehensive suite of products and services, covering the entire travel spectrum from religious tourism to leisure tourism in Saudi Arabia. We also cater to business, corporate, and government travel needs, in addition to our strength in consumer travel. What sets us apart is that all these services are integrated into a single platform, utilizing the same technology and data. This centralized sourcing approach enables us to provide a unique and seamless set of services for the entire travel ecosystem.
Can you give a brief about the four main areas that Almosafer deals with?
We are the Middle East’s leading travel company, catering to every travel vertical. There are four businesses under the Almosafer umbrella.
- Mawasim, which focuses on religious travel, specifically Hajj and Umrah into the Kingdom of Saudi Arabia. We collaborate with agents globally, particularly in key markets like Indonesia, Pakistan, Malaysia, Singapore, Europe, and the US. Our aim is to provide B2B packages to these agents, which they can offer to their customers.
- Discover Saudi, which caters to inbound leisure tourism. We offer packages, tours, and operations for B2B international agents, covering all of Saudi Arabia. This includes popular destinations like AlUla and the Red Sea, among others.
- Almosafer Business, which specializes in corporate and government travel within Saudi Arabia. We work closely with government and corporate agencies to meet their travel needs and provide tailored solutions.
- Almosafer, our largest segment that is consumer travel, which includes B2C services through our mobile application, website, WhatsApp, and call center operations. We cater to consumer travel demands not only in Saudi Arabia but also in the rest of the GCC region.
Can you elaborate a little on the Almosafer Concierge that is your luxury travel service, how it caters to VIP and high-end clients?
Almosafer Concierge is an exclusive, invitation-only program that offers tailored luxury trips for VIP and high-end clients. We have established special partnerships and access for our guests at renowned luxury hotels such as Four Seasons and Marriott. Our team, largely comprised of Saudi professionals, understands the preferences and expectations of Saudi travelers. We also have international experts supporting us in delivering exceptional service. In addition to our invitation-only program, we offer a concierge planning service, allowing individuals to access our concierge services through a one-time fee.
What are the company’s future plans?
We have ambitious plans for the future. In 2023 alone, we are targeting 40 to 50% growth. We are excited about our non-binding terms agreement with the Public Investment Fund (PIF), signed in September 2022, that we aim to close in the near future. This agreement is expected to provide us with further growth opportunities. As a company, we remain committed to investing in tourism and technology for Saudi Arabia and the wider region, continually striving to enhance our offerings and services.
Hospitality
LOVE WITH A VIEW: A MAGICAL VALENTINE EXPERIENCE AWAITS AT JOE’S CAFÉ DUBAI

Love deserves a setting as iconic as the moment itself. This Valentine’s Day, Joe’s Café Dubai creates an unforgettable Valentine experience; from golden-hour moments to the sparkle of the fountain shows, every detail unfolds effortlessly. Located in the prestigious Dubai Mall within the Fashion Avenue, the elegant Joe’s Café offers a seamless blend of Knightsbridge sophistication and modern Middle Eastern hospitality.
Overlooking the majestic Burj Khalifa and the Dubai Fountain, Joe’s Café sets the stage for an intimate celebration designed to linger in memory. Whether it’s your first Valentine together or a tradition you hold close, the experience is thoughtfully curated to bring warmth, flavour, and connection to the forefront.
Guests can indulge in exclusive Valentine’s set menus for breakfast, lunch, and dinner, complemented by thoughtful romantic touches and uninterrupted skyline views. Each Valentine’s menu is crafted to delight the senses offering signature Joe’s Café classics with a romantic twist: strawberry matcha, Joe’s Pancakes, Risotto Al Mare, La Bolognese, Wagyu Rib-Eye Steak, Golden Lobster Risotto and sweet ending- Strawberry Cheesecake or Joe’s Dubai Chocolate.
The experience is elevated further with complimentary Valentine’s gestures including non-alcoholic champagne and table set up with flowers and little surprises, because romance is found in the details.
Date: Valentine’s experience is available from 13th to 15th February, 2026
Time: From 09:00 AM to 12:00AM. Advance booking required to enjoy a complimentary non-alcoholic champagne and decorated table set-up just for you.
Location: Joe’s Café Dubai, Fashion Avenue, First Floor, Dubai Mall, Downtown Dubai
Whether it’s a sun-kissed breakfast, a leisurely afternoon lunch, or an enchanting candlelit dinner, Joe’s Café offers a Valentine’s experience where romance flows as seamlessly as the fountain below.
Born on Sloane Street, London in the early 1980s, Joe’s Café brings its iconic fashion-heritage charm to Fashion Avenue at The Dubai Mall, offering relaxed luxury dining with unrivalled views of Dubai’s most celebrated landmarks.
Hospitality
CELEBRATE LOVE WITH A BESPOKE EXPERIENCE AT INTERCONTINENTAL RESIDENCES DUBAI BUSINESS BAY
InterContinental Residences Dubai Business Bay invites couples to an intimate celebration overlooking the Dubai Canal and the iconic city skyline this Valentine’s Day. Priced at AED 3,500 per couple, the Valentine’s package includes a one-night stay in a One-Bedroom Residence Burj Khalifa and Dubai Canal View, and breakfast.
The offer also comprises a romantic three-course set menu prepared exclusively for the occasion, accompanied by a bottle of prosecco to toast the evening. The dinner begins with a choice of starters including Salmon Carpaccio, Heirloom Tomato and Burrata, or Clam Chowder. For the main course, couples will indulge in a Surf and Turf of Tomahawk and Grilled Prawns, followed by a decadent dessert of Chocolate Fondue and Molten Chocolate Cake.
Designed for those seeking privacy and distinction, the hotel’s Valentine’s offer focuses on curated moments away from the crowds. Couples can enjoy a bespoke dinner served on a private balcony, providing a front-row seat to the Burj Khalifa and picturesque Dubai Canal.
By combining high-end service with intimate setting, InterContinental Residences Dubai Business Bay offers a premium romantic escape without the typical bustle of the city dining. This year’s packages are crafted to provide a memorable experience, ensuring every detail, from the view to the menu, feels personal and exclusive.
The Details
- What: Valentine’s Day Escape at InterContinental Residences Dubai Business Bay
- When: 13th to 15th February
- Inclusions: One-night stay for two in a One Bedroom Residence Burj Khalifa and Dubai Canal View, inclusive of breakfast, three-course set menu and a bottle of prosecco
Hospitality
ALEPH HOSPITALITY SIGNS THIRD HOTEL IN RWANDA
Aleph Hospitality, the largest independent hotel management company in the Middle East and Africa, has signed a hotel management agreement with DND Developers for the Best Western Premier – Royal Golf View, Kigali in Rwanda.
Marking Aleph Hospitality’s third hotel in Kigali, the capital of Rwanda, the Best Western Premier – Royal Golf View is expected to open in July 2027. Located in Kigali’s upscale Kacyiru neighbourhood, near the Kigali Golf Club, the property will feature 60 hotel rooms and 41 branded residences as well as two food & beverage outlets, a health club and pool.
Daniel Mehari, Managing Director of DND Developers, said, “We are pleased to partner with Aleph Hospitality on the management of the Best Western Premier – Royal Golf View, Kigali. Their deep understanding of both the Rwandan market and the wider region, combined with their proven operational expertise, gives us great confidence in the future success of this landmark development.”
Bani Haddad, Founder and Co-CEO of Aleph Hospitality, said, “With a forecasted 1.65 million visitor arrivals, and the tourism sector’s economic contribution expected to grow by 13 %, there’s a clear demand for premium accommodations in Rwanda. The property will be a standout addition to the capital’s hospitality landscape, and we are fully committed to delivering an elevated guest experience while driving strong operational performance for our owners.”
Stefan Dubbeling, Managing Director Development EMEA and Managing Director Managed Hotels Kingdom of Saudi Arabia, BWH Hotels, commented: “Rwanda is one of Africa’s most promising hospitality markets, and Kigali continues to attract growing international demand. Best Western Premier – Royal Golf View, Kigali strengthens our premium presence in the region and reflects our commitment to expanding with trusted partners. Together with Aleph Hospitality and DND Developers, we look forward to delivering an exceptional guest experience in the capital.”
The partnership reflects Aleph Hospitality’s continued dedication to supporting hotel developers across Africa. In its expansion across Africa and the Middle East, Aleph Hospitality’s current portfolio counts 80 hotels, including 50 in operation and 30 under development.
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