The Secret Society, a members-only digital platform connecting influencers with hospitality venues, has quietly launched operations in Riyadh as part of its ambitious global expansion strategy, its founder revealed exclusively to Arabian Business.
The app, which currently processes 5,000 user interactions daily worldwide, has added Saudi Arabia’s capital to its growing network which already includes Dubai, Abu Dhabi, Singapore, Madrid, London, and Bali. The expansion into Saudi Arabia comes as the platform targets new growth markets ahead of its planned US debut in 2025.
“Saudi Arabia represents a significant opportunity with its 40-million-strong population and rapidly evolving hospitality sector,” the company’s founder and CEO, Romain Fourel told Arabian Business. The platform is adapting its technology for the Saudi market by integrating with Snapchat and TikTok APIs, reflecting local social media preferences.
“The Saudi population is choosing what to buy, where to go, what to purchase on social media,” he said.
“It’s a very large market that, in my opinion, will grow into something fantastic when you look at what happened within the last five years.”
The Secret Society functions as an intermediary platform connecting venues with content creators through which it offers complimentary experiences to its members while helping businesses enhance their digital presence and customer reviews. The company maintains contracts with hospitality clients while keeping the service free for its user base.
The platform primarily works with hotels, restaurants, and lifestyle venues, which comprise approximately 85 percent of its client base. It offers services including digital footprint enhancement, user-generated content creation, and review management across platforms like Google and TripAdvisor.
“We often say with The Secret Society, basically all you need are a passport and our app. You go somewhere and the first night where you are going to land, you can go to breakfast, you can go to lunch… and have dinner at some of the best places,” he said.
TSS eyes US expansion in Q1 2025
Looking ahead to 2025, The Secret Society plans significant expansion with new locations scheduled to open in Sofia, Bulgaria in January and Milan, Italy in February. The company will make its US market debut in Miami in April 2025, marking a crucial step in its global growth strategy.
The platform also plans to launch what it describes as a major extension to its current offering in the first quarter of 2025. While specific details remain under wraps, the company indicated it would introduce new monetisation opportunities for influencers through an enhanced affiliate program.
The app’s services include facilitating modeling opportunities for members, allowing them to become brand ambassadors for venues while helping businesses create content without the traditional costs associated with professional photo shoots.
The Secret Society’s expansion into Saudi Arabia aligns with the kingdom’s Vision 2030 initiatives, particularly its focus on developing the hospitality and entertainment sectors. According to Fourel, the platform aims to showcase new developments across Saudi Arabia, including luxury destinations like AlUla and the Red Sea Project.
The company also partners with premium fitness facilities in each market, including partnerships with Setup Gym and Warehouse Gym in Dubai, Bali Factory in Indonesia, and Barry’s Bootcamp and Hot House in London, offering members access to high-end wellness facilities across its network.
From its Dubai launch in 2017, The Secret Society has maintained a rapid expansion pace, opening six new markets in the past eight months alone, exceeding its initial target of launching in a new location every 60 days.
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