In this episode of the FHS Podcast, Muin Serhan, CEO of Amsa Hospitality, joins Jonathan Worsley to explore how Amsa is reshaping Saudi Arabia’s hospitality landscape. Muin outlines the company’s bold strategy to tap into underserved secondary markets while also expanding in major cities like Riyadh and Jeddah. He explains Amsa’s four-pronged development approach—including land acquisition, JV partnerships, and management deals—and how its collaboration with leading hotel brands like Accor, Radisson, and IHG is accelerating growth. Muin also highlights the role of the Amsa Academy in training local talent, the company’s push into sustainable and tech-driven innovation, and the importance of aligning with Vision 2030. With a pipeline of over 10,000 keys, Amsa is charting a new path for homegrown hospitality in the Kingdom.