In our conversation with Bandar Abdulmajeed, the chief brand & marketing officer at Amsa Hospitality, we explore how his team introduces lesser-known Saudi destinations to international audiences, balances global brand standards with local identity and mentors the next generation of local marketing talent in hospitality.
How is Amsa Hospitality positioning its growing hotel portfolio to stand out in Saudi Arabia’s competitive and rapidly evolving hospitality market?
The success of any new hotel depends largely on how well it is branded and marketed to its target guests. Amsa Hospitality is expanding the reach of global hospitality names across the kingdom through several partnerships with international brands, including Accor, Radisson and IHG. We have also signed a master agreement with Accor to develop and operate 18 midscale properties in tier-two cities.
Several of your projects are located in tier-two cities that many international travelers may not yet know. How are you positioning these destinations and introducing Saudi Arabia’s lesser-known locations to a global audience?
We start by highlighting each city’s authentic character, whether it’s cultural heritage or natural landscapes, and connect it to broader travel trends. Today’s international travelers are looking beyond major hubs, and Saudi’s tier-two cities offer a fresh story. Our campaigns often combine destination awareness, which is why we deeply appreciate our collaboration with the Saudi Tourism Authority and other governmental tourism-related entities. Importantly, they enable us to ensure guests see the city as part of their overall stay experience.
You recently opened the first internationally branded hotel in Khamis Mushait. In emerging markets, where global brands are new, which pre-opening marketing activities do you see as most critical to build awareness and drive demand?
Community engagement is key. Before opening, we work with local stakeholders, influencers and media to make sure the property is embraced by the community. At the same time, we leverage the international brand’s global distribution and loyalty programs to attract first-time visitors. A balance of local activation and international exposure builds momentum from day one.
Amsa Hospitality partners with world-renowned brands, each with strict guidelines, while also aiming to reflect Saudi culture and identity. How do you balance international brand standards with the unique Saudi spirit you want to convey?
It’s about integration, not compromise. Global brands bring proven systems and recognition, which are essential, but guests also want to feel where they are. We make sure Saudi elements, such as design cues or storytelling in communications, are embedded into the brand framework. That way, the property feels both internationally familiar and distinctly Saudi.
Beyond brand building, you also mentor and develop young Saudi professionals in hospitality marketing. What skills and perspectives do you prioritize when guiding the next generation of talent?
Curiosity and adaptability are the two qualities I value most. Hospitality marketing is fast-changing, with digital channels and data-driven tools evolving constantly. I encourage young Saudis to build strong fundamentals in communication and brand strategy, but also to stay open to learning. Equally important is instilling pride: they are not merely promoting hotels, they are telling Saudi Arabia’s story to the world.
