Kerten Hospitality Appoints Country Director to Lead Expansion in KSA

Jeddah, October 30, 2019: Specialist mixed-use operator Kerten Hospitality – known for challenging the market with new concepts that combine innovative spaces for working, living and socialising – has appointed Saudi national Mishary Alhajery to spearhead the company’s plans for expansion in the Kingdom of Saudi Arabia.

Kerten Hospitality manages a collection of aspirational and lifestyle-driven brands in the mid-market and upscale segments, from hotels and serviced apartments to residential, offices, F&B and retail, with every element purposefully designed to meet the needs of a well-connected, savvy generation of travellers.

The group’s first project Ouspace – Ouspace Madinah Road – opened in Jeddah earlier this year and is a modern workspace and business club offering tailormade office spaces for short and long-term let, enabling entrepreneurs and businesses to work flexibly and collaboratively. A second outlet is due to open soon in the 114-key ‘The House Hotel Jeddah’ – a luxury boutique property which is part of a prestigious mixed-use destination, also operated by Kerten Hospitality. Other concepts in the pipeline include Cloud7, a new innovative and trendy hotel brand for the next-generation guest, and the tech-and design-driven gourmet burger concept, Frikadell. 

Mishary brings more than 15 years’ experience in roles influencing the development of residential, commercial and industrial products and he has held executive roles across a variety of industries and organisations, including Hamad Almosa Trading Group and Luluah Water Factory Co. As Country Director for Saudi Arabia, Mishary will be Kerten Hospitality’s most senior representative in KSA, driving the company’s forward-thinking ideas and creative concepts with a focus on building communities and establishing inspiring lifestyle destinations that suit today’s modern travellers, residents, foodies, businesses and entrepreneurs.

Marloes Knippenberg, CEO of Kerten Hospitality, said: “KSA has been the ideal launchpad for us to enter the Middle East and, having secured an investment license from the Saudi Arabian General Investment Authority and cemented our partnership with Saudi Commission for Tourism & National Heritage, not to mention the effect that the recent visa announcement is already having in opening up tourism, now is the right time to grow our dynamic team as we enter a new era of growth for Kerten Hospitality.

“In Mishary, we have found an exceptional and highly connected leader who, with his combination of tech, real estate and hospitality experience, plus understanding of the local market and the fact that he speaks the GenZ language, is absolutely the right person to bring our mixed-use approach and business model to market. But what really stands out is how he genuinely connects with people – from owners and investors to the leadership and operations teams – and his passion for our vision to create unique spaces for working, living and socialising.”

Mishary Alhajery added: "This is a really exciting time to join Kerten Hospitality, as the company sets out to make its own very unique mark on Saudi’s hospitality sector. The market is hungry for something new and innovative and, being part of the new generation, I share the desire for authentic customised experiences and believe that brands such as The House Hotel and Cloud7 address what is a clear niche in the market.

“What really appealed to me about Kerten Hospitality is its spirit of innovation, which is contagious and at the heart of everything it does. Testament to this, the company has quickly gained a strong reputation for its fresh approach to hospitality by delivering versatile, functional and sociable spaces for the benefit of local communities.”

The new Ouspace at The House Hotel Jeddah highlights this approach, with the classical meeting floor being replaced by a level dedicated to a mix of business and leisure (‘bleisure’), creating a convenient work and social space which optimises how the space can utilised at all hours of the day, seven days a week.

As Mishary continued: “As the tourism industry grows, I believe the creation of more lifestyle destinations such as this is going to be crucial in cultivating a feeling of community and collaboration. I am ready to establish a network of industry disruptors and to craft synergies that deliver on owners and customers’ needs in alignment with Saudi Vision 2030.”

Under Mishary’s leadership, the company is also committed to local talent career development through localisation programmes with the group’s first hotel – The House Hotel Jeddah – looking forward to reaching 75% Saudisation.

To find out more about Kerten Hospitality, visit: www.kertenhospitality.com.