In an exclusive interview at the Future Hospitality Summit 2025 in Saudi Arabia, Aamir Riaz, the Chief Operating Officer (COO) of AMSA Hospitality, shared exciting developments for the hospitality sector. With Saudi Arabia rapidly transforming into a major business and tourism hub, AMSA Hospitality is preparing to cater to both domestic and international business travelers. Here’s a deep dive into Riaz’s vision for the future of business hotels and the challenges his company is navigating in the growing market.

Expansion Plans for AMSA Hospitality

AMSA Hospitality is setting the stage for rapid growth in the next two years, with seven new hotel projects in the pipeline. According to Riaz, these projects are focused on secondary cities in Saudi Arabia, a strategy that the company believes will drive business success. “Secondary cities are becoming a priority for us because they offer a great opportunity to tap into growing business hubs outside of the capital,” said Riaz.

The new hotels will primarily cater to business travelers, focusing on locations close to airports, industrial areas, and business hubs. These strategically chosen sites ensure that AMSA’s hotels are accessible to the growing number of companies operating in Saudi Arabia’s emerging industrial sectors.

Business Hotels Over Luxury Stays

AMSA’s business model is firmly rooted in the business hotel segment. While luxury hotels may appeal to leisure travelers, AMSA is focusing on mid-range hotels that offer a comfortable, practical experience for business professionals. Riaz highlighted that business travelers do not prioritize luxury but instead focus on affordability, comfort, and proximity to their business destinations.

“Our strategy has always been about delivering what our customers need,” said Riaz. He explained that AMSA’s business hotels offer sustainable amenities, efficient services, and a focus on location, making them ideal for business trips.

Challenges Faced by the Industry

Despite the potential in Saudi Arabia’s hospitality industry, Riaz acknowledged that the sector faces several challenges. One major issue is the difficulty in finding skilled staff for the growing number of hospitality projects. “The challenge is not in the market demand but in finding qualified experts in the field,” Riaz explained.

To tackle this issue, AMSA has invested in their own training programs through the AMSA Academy. This initiative is aimed at recruiting fresh graduates and training them to become proficient in the hospitality sector, which is crucial for the company’s growth strategy. By developing their own talent pool, AMSA aims to bridge the skill gap in the industry and ensure that their properties deliver top-notch service.

Market Research and Customer Feedback: The Key to Success

Riaz emphasized that the company’s strategic decisions are driven by thorough market research and customer feedback. AMSA Hospitality continuously adapts its offerings to align with market trends, ensuring that their business model remains competitive. Riaz shared that their approach is data-driven, and they rely heavily on customer feedback to refine their services.

Saudi Arabia is undergoing significant changes in its infrastructure and business environment, and Riaz believes that staying attuned to the needs of customers and the industry’s shifts is essential for AMSA’s success.

Looking Toward the Future: Business and Leisure Opportunities in Saudi Arabia

Saudi Arabia is set to host major global events, including the World Cup, which will further elevate its position as a key destination for both business and leisure travelers. Although AMSA’s primary focus is on business hotels, Riaz sees the potential for growth in the leisure segment as well. “While business travel is our main focus, we understand that the growing demand for leisure accommodations is important,” he said.

As Saudi Arabia continues to develop into a global hub for business and tourism, AMSA is well-positioned to capitalize on both markets. With projects that cater to the needs of business travelers, AMSA is paving the way for a new era of hospitality in Saudi Arabia.