CHALLENGE AMAALA was conceived as an ultra-luxury destination comprising 25 hotels and more than 185 F&B venues along Saudi Arabia's Red Sea coastline. The scale and complexity of the development required a hospitality strategy capable of delivering consistency, differentiation and commercial viability across a diverse portfolio of assets.
POWER OF HOSPITALITY THINKING™ Large scale destinations require hospitality ecosystems that feel cohesive while offering meaningful variety. We developed the F&B strategy and masterplan through market research, demand analysis and international benchmarking, defining positioning strategies, identifying leading concepts and creating distinctive hospitality experiences tailored to the destination.
OUTCOME The result was a comprehensive hospitality framework that established a benchmark for integrated F&B planning within Saudi Arabia's emerging giga project landscape. The strategy aligned guest experience, commercial objectives and destination positioning, creating a foundation for long term growth and international appeal.
AMAALA is an ultra-luxury Red Sea destination and a benchmark for integrated hospitality planning in Saudi Arabia.