# AMSA Hospitality CEO assesses shifts in Saudi hotel market

> Muin Serhan discussed diversifying demand, procurement pressures and planned developments in Riyadh and Qassim.

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- Publisher: Newsverum
- Section: Business
- Published: 2026-10-06T15:40:03+00:00
- Updated: 2026-10-07T00:55:56+03:00
- Event / data period: 2026-06-01
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AMSA Hospitality CEO Muin Serhan said in a 1 June interview published by Hotel & Hospitality Expo Saudi Arabia that hotel demand in the Kingdom had diversified among domestic leisure travellers, Gulf visitors, business travel and international guests. He described Riyadh as supported by business and events, Makkah and Madinah by religious tourism, and Jeddah by leisure travel.

Serhan said rapid development schedules were putting pressure on procurement, furniture and equipment delivery, and operational readiness, while scalable technology and local partnerships were important. He said the company had projects planned for hotel apartments and villas in Riyadh’s Diplomatic Quarter and a mixed-use development in Qassim. The interview provided no numerical occupancy or average daily rate measure.

## Data

### Interview record

Identity and edition date stated by the source.

Methodology: Records source-stated identity and publication date. No numeric occupancy or room-rate figure is given; no values or coordinates are inferred.

| Interviewee | Company | Role in source | Source edition date |
|---|---|---|---|
| Muin Serhan | AMSA Hospitality | CEO | 2026-06-01 |

Sources: <https://www.thehotelshowsaudiarabia.com/industry-dialogue-with-muin-serhan/?eid=38443> · Download data: [JSON](https://newsverum.com/api/v1/articles/saudi-amasa-hospitality-ceo-muin-serhan-market-shifts-2026/data/interview-record?lang=en&format=json) · [CSV](https://newsverum.com/api/v1/articles/saudi-amasa-hospitality-ceo-muin-serhan-market-shifts-2026/data/interview-record?lang=en&format=csv)

## Sources

- [Muin Serhan, CEO of AMSA Hospitality interview in Hotel & Hospitality Expo Saudi Arabia](<https://www.thehotelshowsaudiarabia.com/industry-dialogue-with-muin-serhan/?eid=38443>) (Source checked: 2026-10-06; Published: 2026-06-01)

## Correction history

- 2026-10-07T00:55:56+03:00: German and Portuguese editions and translations of the data and correction explanations have been added to this article.

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