Muin Serhan became chief executive of Amsa Hospitality in 2024, bringing about 25 years of international hotel experience to a Saudi company founded in 2020. Amsa’s mission is to invest in and manage hotels that support the Kingdom’s tourism growth while preserving cultural identity. By mid-2025, it operated three hotels and had 20 in the pipeline across Saudi Arabia.
Serhan’s career with leading hotel groups gave him a grounding in global brand standards and multi-market operations. At Amsa, he applies that experience from the owner’s and operator’s side, where the priorities include project selection, management agreements, pre-opening, talent and long-term asset value. His appointment signalled the company’s move from entrepreneurial formation towards institutional scale.
Serhan’s career with leading hotel groups gave him a grounding in global brand standards and multi-market operations. At Amsa, he applies that experience from the owner’s and operator’s side, where the priorities include project selection, management agreements, pre-opening, talent and long-term asset value. His appointment signalled the company’s move from entrepreneurial formation towards institutional scale.