With an extensive and diverse background of over 30 years in the hospitality industry, Denis Sorin brings a wealth of expertise to the table. Having held executive positions in renowned hotel groups worldwide, he has mastered the art of building exceptional hotel brands from scratch. His approach combines a harmonious blend of creativity, strategic marketing, and operational excellence, igniting his drive for success.
Denis serves as the esteemed leader at Amsa Hospitality, where he is responsible for shaping the company’s strategic and operational direction. He uses his extensive experience to guide the organization toward sustainable growth, profitability, and overall success. He focuses on accomplishing ambitious goals and objectives, propelling the company to new heights within the industry.
The Center
Amsa Hospitality, a novel Saudi Arabian venture, melds expertise with daring visions. Positioned as the ‘hallmark of Arabian hospitality,’ Amsa Hospitality aims to bring centuries-old Arabian traditions of welcoming and generosity into alignment with the expectations of today’s guests.
The company firmly believes in being the hallmark of Arabian hospitality by introducing novel solutions and proposals to an industry that is currently in the process of reshaping itself. As a Citizen Company championing Corporate Social Responsibility, Amsa Hospitality reimagines hotels, embracing challenges to innovate and grow while honoring their roots.
Amsa Hospitality’s cutting-edge facilities revolutionize hospitality, adapting timeless Arabian traditions for discerning business travelers and exceeding expectations by proposing quality lifestyle midscale properties in carefully selected locations.
Forging a Powerful Partnership
Amsa Hospitality has established itself as one of the fastest-growing companies in the hospitality industry. The company is presently in the process of expanding its portfolio in the Kingdom of Saudi Arabia, boasting a remarkable collection of over 18 properties, and has ambitious plans to add more in Saudi Arabia and the GCC before venturing into the global market.
In a significant collaboration that took place in May 2023, Amsa Hospitality and the world-renowned hospitality giant, Accor, joined forces. The objective of this partnership is to develop economy and midscale branded properties strategically located in carefully selected second-tier cities throughout Saudi Arabia. The alliance is set to last for 10 years, aiming to capitalize on the combined expertise and strengths of both companies to deliver exceptional hospitality experiences in these emerging markets.
Quest to Establish Amsa Hospitality as a Global Hospitality Powerhouse
Amsa Hospitality is currently in its early stages of development, with grand aspirations for the future. The company has set its sights on unveiling its distinctive Arabian lifestyle hotel brand in the fourth quarter of 2024 and has even more ambitious plans to extend its global presence by establishing properties in key cities across the world.
Drawing inspiration from esteemed hospitality pioneers like Conrad Hilton and Gérard Pélisson, the co-founder of Accor, Denis leads the charge as an entrepreneur dedicated to carefully implementing the exceptional vision established by Mohammad Alathel – Amsa Hospitality creator.
Motivated by their unwavering dedication and remarkable achievements in the industry, Denis is determined to make Amsa Hospitality a prominent player in the market. He views this venture as a lifelong project, fueled by an unwavering passion and relentless determination.
Denis firmly believes that in the fast-paced world of today, new leaders must have the ability to quickly grasp and address the expectations of their teams and customers. The old management styles are no longer effective, and long-term success depends on a leader’s capacity to constantly think outside the box, actively listen to both verbal and non-verbal communication, learn from mistakes and competitors’ triumphs, and above all, persistently challenge themselves to forge ahead.
Vision for Fulfilling and Inclusive Jobs
According to Denis, far too many individuals find themselves trapped in jobs they dislike, making work feel like a burdensome chore. Considering that we spend at least a third of our lives working, he believes that both society and people’s lives would significantly benefit from ensuring everyone has a fulfilling job, no matter the nature of the work.
The key to making work enjoyable is straightforward in principle but challenging to put into practice. It involves replacing authoritative micro-managing bosses with true leaders who genuinely care for their employees and the overall success of the company, rather than solely pursuing their personal interests.
In the context of the hospitality industry, Denis points out that the pyramidal 19th-century organizational structure is still prevalent, even though it is increasingly rejected by employees. This has led to a vocational crisis in the industry. He suggests that embracing a more modern and employee-centric approach is essential for its growth and prosperity.
Denis emphasizes the need for the industry to acknowledge the importance of so-called “lower positions,” such as dishwashers and room attendants. These roles are often overlooked and underappreciated, despite being vital to the smooth functioning of hotels. By recognizing the significance of every role and appreciating the efforts of all employees, the hospitality industry can foster a more positive and inclusive work environment.
Building Exceptional Work Culture
In his role, Denis is responsible for executing the corporate strategy laid out by Amsa Hospitality’s visionary Chief Executive Officer, Mohammad Alathel, and the company’s Board. Alongside the customary tasks of defining and implementing budgets, and facilitating new business opportunities, Denis holds a distinct responsibility to ensure that Amsa Hospitality stands out as an exceptional workplace. This focus on creating an exceptional work environment is crucial for the company’s long-term profitability and growth.
Denis has been specifically chosen for this position because of his extensive experience in implementing the ‘fun management’ method. This approach fosters an environment where teams genuinely look forward to their working days, going beyond the ordinary to stay motivated and enthusiastic, ultimately contributing to a thriving bottom-line.
Among the many aspects of his daily routine, Denis particularly cherishes the moments when he interacts with his Teammates, finding their warm and genuine smiles to be a rewarding indicator of their collective success. These interactions reaffirm his confidence that the company is on the right track towards achieving its goals.
Developing the Right Mindset
According to Denis, the most crucial trait he seeks in candidates is their ability to learn, adapt, and make sound decisions for themselves. While having a solid foundation of technical skills relevant to the position is important, it is not the sole determining factor for hiring.
Denis values the right mindset above perfect technical knowledge. He would rather hire someone with slightly lesser technical expertise but possesses the right attitude and mindset. Skills can be acquired and improved over time through learning, but a positive attitude towards enhancing the team’s quality and not jeopardizing it is an inherent quality that cannot be taught.
In Denis’ view, a candidate’s willingness to grow and contribute positively to the team is of utmost significance in building a successful and harmonious work environment. This focus on attitude and potential for growth reflects his belief that the right mindset lays the foundation for long-term success within Amsa Hospitality.
Adapting to the Technological and Sustainable Shifts
Technology permeates every aspect of the hospitality industry, and its presence has only intensified following the COVID-19 crisis. Younger generations, in particular, demonstrate a greater reliance on technology during their stay, often leading to reduced interactions with hotel staff compared to previous generations. Instead, they prefer sharing their experiences and feedback on various social media platforms. This shift towards technology-driven guest interactions represents one of the most significant recent changes in the hospitality sector.
Over the past few years, the industry has undergone substantial transformations, including a growing awareness of sustainability, which was not as prevalent in the not-so-distant past. Additionally, there has been a shift in the way properties are marketed and sold to guests. This change can be attributed to the evolving expectations of guests, which has prompted a transition towards hospitality concepts centered around a “green lifestyle.”
Journey Towards Hospitality Excellence
Denis’ career is characterized by a profound commitment to risk-taking, as he firmly believes it is the sole path to personal and professional growth. Having worked across all continents and traversed countries, even venturing into the most improbable locations, he has garnered invaluable experiences that have shaped him into a stronger, more enlightened, and respectful leader and individual.
Each move he made in his career was accompanied by inherent risks, making it difficult for him to pinpoint which was the greatest. However, he embraces these risks as essential stepping stones in his journey of self-improvement and success.
Looking ahead, Denis envisions Amsa Hospitality as the leading hospitality group in the GCC within five years. This vision extends beyond merely having the highest number of hotels; it encompasses being recognized and respected as an exemplary company within the industry. He aspires for Amsa Hospitality to become a hallmark of excellence in the eyes of all stakeholders.
Written by Steve Sanchez.
