Continuing with our series of Interviews with Industry Leaders attending FHS Saudi Arabia taking place on the 29 April - 01 May 2024 at Mandarin Oriental Al Faisaliah, Riyadh, we next speak with JS Anand, Founder and CEO, LEVA Hotels.

BTN: What are your core areas of focus when it comes to investment? I.e in the areas of innovation, sustainability, human capital and/or technology?

JSA: Our investment strategy for the current fiscal year underscores our commitment to elevating the standards of hospitality by transitioning towards a service-driven model. Our primary areas of investment concentrate on innovation, sustainability, human capital, and technology.

Innovation and technology remain paramount to our operations. We continually invest in cutting-edge technologies to enhance guest experiences, such as digital check-in systems and strategic partnerships with leading distribution channels. Additionally, we prioritize advanced revenue management systems and digital optimization tools to streamline our operations and maximize efficiency.

Sustainability is a core focus area, and we are proud to have recently earned the Sustainable Tourism Stamp from the Dubai government. Our sustainable practices extend to partnerships with eco-friendly suppliers and a comprehensive approach that includes the active involvement and initiative of our sustainability champions within the brand.

Central to our investment strategy is our commitment to human capital. We prioritize the growth and development of our employees through robust training programs and initiatives aimed at fostering a supportive and inclusive work environment. Our philosophy of ‘People First and Future-Focused’ approach ensures that our team members are equipped with the necessary tools to excel in their roles and contribute to our collective success.

BTN: What is your outlook for the hospitality industry in Saudi Arabia and the wider Middle East in 2024 and beyond?

JSA: In considering the hospitality industry’s trajectory in Saudi Arabia and the wider Middle East, I maintain an optimistic yet pragmatic viewpoint. The region has long been a pivotal hub for tourism and business travel, and I foresee continued growth in these sectors.

Specifically focusing on Saudi Arabia, I see significant potential in the development of tier 2 cities, which are poised to emerge as one of the key players in the hospitality market. These cities represent untapped opportunities for investment and expansion. Additionally, the hosting of major events in countries like the UAE and Saudi Arabia will drive increased travel across the GCC, leading to heightened demand for accommodations. Lifestyle hotels are expected to gain popularity, catering to the needs of both leisure and business travelers seeking flexibility and convenience.

recognizing significant potential opportunities primarily within the midscale, up-mid, and upper-scale segments, particularly emphasizing quality 4-star and 3-star accommodations. It’s crucial not to overlook both tier 1 and tier 2 cities, as these regions hold immense potential for development, aligning with the goals outlined in Saudi Vision 2030. Government institutions are actively supporting investors to enter the Saudi market, facilitating the growth of new, locally developed brands as well as established global brands.

BTN: What does your panel/presentation/workshop at FHS focus on and what will delegates be able to take away from your session?

JSA: ECONOMIC RESURGENCE: THE RISE OF MID-SCALE HOTELS IN CITIES ACROSS THE KINGDOM

BTN: What are you looking forward to most from your attendance at FHS Saudi Arabia?

JSA: FHS is an organization which I highly recommend most businesses that are just starting off in this region. I have associated myself as a brand 24 months back with FHS and gained a lot of exposure from a brand perspective and the quality of speakers and investors that I have met has allowed me to enter into the African and Middle Eastern market and also the knowledge that you gain with meeting other vendors and suppliers that allow you to know purely what are the trends, new technologies, what are the new concepts that come into the market. Leva as a brand has sponsored all the events of FHS in all the international markets across Europe, Middle East, and Africa.

Our anticipation for attending FHS Saudi Arabia is twofold, aligning closely with our strategic objectives. Firstly, we see this as an opportune moment to unveil our expansion plans and foster key partnerships within the burgeoning Saudi Arabian market. Establishing these relationships is pivotal to our growth strategy, and FHS Saudi Arabia provides an ideal platform for such endeavors.

Secondly, we are eager to engage in substantive discussions with industry peers and thought leaders. This exchange of insights and best practices is invaluable, offering us the chance to refine our strategies and stay ahead of emerging trends. By actively participating in these discussions, we aim to position ourselves as leaders in the evolving landscape of hospitality.

Furthermore, FHS Saudi Arabia offers a unique opportunity to gain deeper insights into the intricacies of the local hospitality sector. Understanding the specific needs and preferences of Saudi Arabian consumers is essential for tailoring our offerings effectively. This knowledge will inform our strategic decisions and enhance our competitiveness in the market.