Radisson Hotel Group’s Vision for Expansion in Saudi Arabia: Adapting to Local Cultures and Aligning with Vision 2030

Ayman Ezzeddine is the Development Director at Radisson Hotel Group, based in Dubai. With extensive experience in hospitality development, he plays a key role in expanding Radisson’s presence across the Middle East, particularly in Saudi Arabia. Ayman focuses on adapting Radisson’s offerings to meet regional demands, emphasizing experience-driven hospitality. Under his leadership, Radisson is actively aligning with Saudi Arabia’s Vision 2030, aiming to significantly increase its hotel portfolio in the coming years, further enhancing its market presence.

Could you introduce yourself and share what you’re doing at the Future Hospitality Summit in Saudi Arabia?

Ayman Ezzeddine: My name is Ayman Ezzeddine, and I’m the Development Director for Radisson Hotel Group, based in Dubai. We’re currently at the Future Hospitality Summit in Saudi Arabia. Here, we’re reconnecting with old contacts, consultants, and industry colleagues. We’re also looking to meet new developers and hotel owners, and hopefully sign more hotel deals.

Q: What do you think people are looking for right now in the hospitality industry? Are they more focused on well-being, entertainment, or something else?

Ayman Ezzeddine: The mindset of guests has shifted, especially post-pandemic. People are now looking for more than just a place to stay; they’re seeking experiences. This includes wellness, entertainment, food and beverage, and even eco-friendly technologies. Guests want hotels that offer a connection to their interests and values. The traditional guest who’s just looking for a place to sleep is still around, but when people choose hotels today, they want an experience that resonates with them.

Could you provide an example of how this shift towards experience-based hospitality is being implemented at Radisson?

Ayman Ezzeddine: Absolutely. One great example is NOA Resort, a part of Radisson Collection, just outside Riyadh. It’s one of the first resorts in Saudi Arabia, and it offers an immersive experience with nature. Guests can enjoy the desert, see animals, and experience greenery. While it’s still a hotel with facilities like banqueting and food and beverage services, it provides a comprehensive experience. Each Radisson location adapts to its region, offering unique experiences that connect with the local environment and culture.

How do you adapt your offering to the specific region you’re working in?

Ayman Ezzeddine: It’s crucial to consider the region and local culture. For instance, we’re looking at hotels in Abha right now, and the customer expectations there are quite different from those in Riyadh. Abha has cooler weather, beautiful mountains, and a strong sense of local tradition, which sets it apart. Riyadh, on the other hand, is more cosmopolitan. As a Scandinavian brand, Radisson blends its modern Scandinavian touch with local culture and traditions, making sure we tailor each hotel to fit its unique location.

How do you see Radisson aligning with Saudi Arabia’s Vision 2030?

Ayman Ezzeddine: Vision 2030 is a huge opportunity, especially as Saudi Arabia aims to welcome 150 million guests by 2030. We are very committed to this vision. Currently, Radisson has around 50 hotels open and under development in the region. In the next two years, we hope to double that number and reach 100 hotels by 2030. We’ve been actively working on expanding our presence here since 2010, and Vision 2030 aligns perfectly with our growth plans.

About FHS

The Future Hospitality Summit (FHS) Saudi Arabia 2025 is a premier event set to take place from May 11 to 13, 2025, at the Mandarin Oriental Al Faisaliah in Riyadh, Saudi Arabia. The summit aims to shape the future of the hospitality industry in alignment with the Kingdom’s Vision 2030. Organized by The Bench, FHS 2025 will bring together industry leaders, investors, and innovators to explore key areas such as hospitality investment, sustainability, cultural integration, technology, and human capital development. The summit’s theme, “Where Vision Shapes Opportunity,” highlights the evolving landscape of the hospitality sector, focusing on how it aligns with Saudi Arabia’s efforts to diversify its economy. Key speakers include HH Prince Bandar bin Saud bin Khalid Al Saud, Sultan Bader Al-Otaibi, Muna Bu Khamseen, Sarah Gasim, Emma Banks, Michael Acton Smith, and Glenn Mandziuk, among others. Special initiatives at the summit include FHSWomenPower, which aims to empower women in hospitality, and the Startup Den, offering a platform for emerging businesses to present their innovative ideas. The Destination Tomorrow platform will connect project developers with investors, unveiling new opportunities in Saudi Arabia’s hospitality sector. FHS 2025 will play a strategic role in supporting Saudi Arabia’s Vision 2030, facilitating discussions and partnerships that contribute to the Kingdom’s goal of becoming a global tourism and hospitality hub by 2030.