Episode 145: The Neuroscience of Hospitality

Episode 146: Building Saudi Arabia's Next Wave of Mid-Market Hospitality

In this episode, we speak with Dory Mouawad, Director of Operations KSA at Ewaa Hotel Group, about the changing face of Saudi Arabia's hospitality market and the rising importance of budget and mid-scale hotels. With more than 25 years of experience in Middle East hospitality, Dory shares his perspective on what it takes to build a scalable hotel brand in the Kingdom, the operational discipline behind Ewaa Express, and how guest expectations are evolving as Saudi Arabia's tourism landscape expands. The conversation explores why consistency, profitability, service quality, and simplicity are becoming critical to long-term growth — and why the next phase of Saudi hospitality will need hotel products that are practical, accessible, and built for scale.

Episode 145: The Neuroscience of Hospitality

In this episode of the FHS Podcast, Anant Sharma, CEO of Matter Of Form, is joined by Muneeb Mushtaq, Chairman of Airzai, to explore the neuroscience of hospitality and the powerful role scent, sound and sensory design play in shaping how people feel, behave and remember a place. The conversation looks at how sensory design is moving from a finishing touch to a strategic part of brand building, helping hospitality brands create emotion, differentiation and deeper guest connection. From the influence of scent on memory and behaviour to the role of sound, atmosphere, AI and cultural context, Anant and Muneeb discuss how emotionally intelligent experiences can transform physical spaces into more meaningful and memorable destinations. With Saudi Arabia building some of the world's most ambitious hospitality projects, this episode also explores why the Kingdom is such an exciting market for sensory innovation, brand experience and the future of guest engagement.

Episode 144: Scaling Authentic Saudi Hospitality: Elaf Group's Transformation Journey

In this episode, we speak with Jalil Mekouar, Chief Executive Officer, Elaf Group, about what makes Saudi Arabia's hospitality opportunity unlike any other market in the world today. Drawing on more than 35 years of experience across hospitality, real estate, investment, operations, asset management, and technology, the conversation explores Elaf Group's transformation journey, the next phase of Saudi Arabia's hospitality growth, and the shift from ambition to operational excellence. From evolving guest expectations and the changing definition of luxury to the rise of emerging destinations and the role of local Saudi operators, this episode offers a deep look at how the Kingdom's hospitality sector is maturing, scaling, and creating new opportunities for investors, brands, and industry leaders.

Episode 143: Amsa Hospitality's Revolution in Saudi Hospitality

In this episode, Muin Sehran, CEO of Amsa Hospitality, shares how the company is helping shape the next chapter of Saudi Arabia's hospitality sector, from building brands that reflect the Kingdom's identity to responding to the growing demand for authentic, locally rooted guest experiences. The conversation explores how Saudi hospitality is evolving beyond traditional hotel development, creating new opportunities for owners, operators, investors, and talent across the Kingdom.

Episode 142: Saudi Arabia Through the Eyes of Radisson Hotel Group

In this episode of the FHS Podcast, Elie Milky, Vice President of Development Middle East, Cyprus, Greece & Pakistan at Radisson Hotel Group, shares why Saudi Arabia remains one of the most resilient and compelling hospitality markets in the region. Speaking amid a period of geopolitical turbulence, Elie discusses how Radisson Hotel Group views the current landscape through the lens of opportunity rather than uncertainty. He also explores the group's expansion strategy, its growing footprint across the Kingdom, and why Saudi Arabia continues to be a key market for Radisson's future growth.