purpose meets progress: Start Reverse at the Future Hospitality Summit, Saudi Arabia
Riyadh, May 2025
Once known primarily for its oil reserves, Saudi Arabia is rapidly emerging as one of the world’s most ambitious tourism and hospitality hubs. As part of the country’s bold Vision 2030 strategy, the Kingdom is investing over 110 billion US dollars in the sector to diversify its economy, create 1.6 million jobs, and become a global tourism powerhouse. From NEOM’s futuristic landscapes to the regenerative luxury of the Red Sea Global Project, the region is undergoing a transformation like no other, combining innovation, sustainability, and cultural pride.
bringing relevance to the world driving transformation together start reverse live experience relevance matters inspiring leaders
bringing relevance to the world driving transformation together reverse live experience relevance matters inspiring leaders
It was within this exciting context that the Future Hospitality Summit Saudi Arabia 2025 took place in Riyadh. Organised by the amazing and creative team of The Bench, this three-day event welcomed more than 1,000 industry leaders, investors, developers, and innovators from 37 countries to co-create the future of hospitality. With over 85 sponsors, high-level panels, workshops, and networking sessions, FHS has firmly positioned itself as the region’s most influential platform for hospitality thought leadership and collaboration.
shaping the conversation: Start Reverse in the spotlight
Representing Start Reverse, Founder and CEO André Wiringa took a few of the stages with two key contributions. He moderated a high-impact panel discussion and led a thought-provoking masterclass that sparked meaningful dialogue around the future of hospitality leadership.
Masterclass on Culture, Leadership and Brand Value
On the Future Stage, André facilitated an engaging masterclass titled How Engagement, Culture and Leadership Make or Break Brand and Property Value.
A powerful and thought-provoking conversation shaped by the insights and active contributions of leading voices in hospitality:
Sébastien Carre, Head of Hospitality at Red Sea Global
Olivier Harnisch, Founder and CEO of Lunasole Hospitality
Paul Bridger, COO of Rove Hotels
Jan-Patrick Krüger, Managing Director at Pandox AB
Together, they explored how modern leadership, purposeful culture, and authentic employee engagement are essential to enhancing brand equity and property performance. They highlighted how brands today must stand for something meaningful, especially as younger generations seek experiences with purpose and emotional resonance. The panel agreed that while technology may support operations, it is people and purpose that truly drive value and loyalty.
Panel on the Future Workforce: Purpose Over Perks
André also moderated an important panel discussion focused on Engagement of the Future Workforce, an especially timely topic for the Middle East.
The conversation was enriched by the expertise of:
Amir Golbarg, Senior Vice President at Minor Hotels
Aseem Kapoor, Founder and CEO of ARK People Solutions
Benoît-Etienne Domenget, CEO of Sommet Education
Muin Serhan, CEO of Amsa Hospitality
The discussion centred on the urgent need to attract, develop, and retain talent in the region. With over 362,000 new hotel rooms being developed in Saudi Arabia by 2030, the demand for skilled professionals has never been higher. The panel explored how purpose, inclusivity, recognition, and modern leadership must be the foundation for workforce engagement moving forward. As André put it, “People do not leave companies. They leave their boss. Leadership must evolve into something more human, more empowering, and more inspiring.”
hospitality as a force for change
Throughout the summit, one message was clear. Hospitality is no longer just about service. It is about transformation. Saudi Arabia’s vision is about more than building destinations. It is about regenerating communities, preserving culture, and offering visitors something truly meaningful.
Key themes that echoed across sessions included
- The rise of net-positive hospitality, where organisations give back more than they take
- The integration of AI to enhance guest experiences without replacing human connection
- The importance of culturally immersive storytelling in destination branding
- The redefinition of hospitality education and vocational training for a future-ready workforce
Saudi Arabia is not only building more hotels and resorts. It is redesigning what hospitality can and should be in the 21st century.
A Proud Moment for Start Reverse
Start Reverse was proud and honoured to contribute to such a landmark event. Participating in the Future Hospitality Summit Saudi Arabia 2025 allowed us to share our commitment to experience-driven leadership and connect with pioneers who are reshaping the future of tourism and hospitality in the region.
We would like to extend our sincere thanks to Jonathan Worsley, Tanja Millner, Son-Trang Nguyen, Innara Perwaiz, and the entire team at The Bench. Your dedication, passion, and flawless execution made this summit truly memorable and impactful.
Join the Movement
At Start Reverse, we believe that people do not just want a place to stay. They want a reason to belong. Our Reverse Thinking® approach helps leaders, brands, and teams build cultures where purpose leads and experiences matter.
Learn more at www.startreverse.com and be part of a movement that turns relevance into impact.
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