Amsa Hospitality, a Saudi startup company, will bring 18 Accor hotels across second-tier cities within Saudi Arabia over the next ten years.
Amsa signed an agreement to develop and franchise a range of Accor’s economy and midscale brands, including Ibis Styles, Mercure, Mercure Living, Novotel, Novotel Living, and the recently launched Handwritten Collection. It will also be the third-party operator by leasing and franchising the assets.
Announcing this at Arabian Travel Market, Mohammad Alathel, Chief Executive Officer, Amsa Hospitality, said: “Amsa Hospitality is committed to the Kingdom of Saudi Arabia’s Vision 2030 and we want to be a part of the ambitious plans for the development of the country’s second-tier cities. Such a strategy must be accompanied by quality hospitality, offering the best international standards.
“We believe that Accor is the finest hospitality company to deliver the high level of guaranteed quality we are looking for, along with their wide choice of brands. This long-term partnership between Amsa Hospitality and Accor will bring first-rate modern hospitality, together with Amsa’s commitment to bringing centuries-old Arabian traditions of welcoming and generosity to today’s world.”
New hotels in Saudi Arabia
As part of the agreement, Amsa Hospitality will develop hotels in several cities, including Ha’il, Jubail, Taif, Al-Ula, Tabuk and Jazan.
Each hotel brand will cater to a different target audience. These include the Ibis Styles brand, which focuses on value-conscious business and leisure travellers.
Each hotel will have a unique design theme. The mid-range Mercure is inspired by the local surroundings, celebrating local people and authentic local cuisine, while the Novotel brand has been designed to offer all travellers the opportunity to relax and unwind. Handwritten Collection will provide intimate and stylish hotels with individual personalities.
Duncan O’Rourke, CEO of the Premium, Midscale & Economy Division of Accor Middle East and Pacific, said: “Our strategic partnership with Amsa Hospitality marks a significant milestone in our development strategy for Saudi Arabia, a burgeoning hospitality sector which offers a host of opportunities to leverage our portfolio of hospitality brands.
“Securing a long-term relationship with Amsa Hospitality underscores our commitment to supporting the Kingdom’s tourism goals while maintaining the focus on the Arabian traditions and Arab culture that Amsa is focused on delivering.”
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