Hyatt has taken a significant step in its Middle East expansion by signing its first franchise agreements in Saudi Arabia. The deals with Artal Hotels will bring the Unscripted by Hyatt brand to Riyadh, marking the brand's regional debut. Three properties are slated to open in the fourth quarter of 2026, adding 296 rooms and suites to Hyatt's portfolio in the Kingdom.
The new hotels—Gardino Hotel Riyadh, Vittori Garden Hotel Riyadh, and Vittori Suites Riyadh—will be managed by Amsa Hospitality, a Saudi-based operator. This move aligns with the growing demand for accommodation in Riyadh, which continues to solidify its status as a major hospitality hub in the region.
Strategic expansion in Saudi Arabia
Muin Serhan, CEO of Amsa Hospitality, emphasized the importance of this collaboration: "Bringing the Unscripted by Hyatt brand to Saudi Arabia for the first time is an important step for Amsa Hospitality." The partnership reflects a shared vision to cater to the evolving needs of travelers in the Kingdom.
Briana Swift, Hyatt's Regional Vice President of Development for Saudi Arabia, highlighted the dual significance of the agreements. "Saudi Arabia continues to be an important growth market for Hyatt, and these agreements represent two significant firsts for us: our first franchise agreements in the Kingdom and the introduction of our Unscripted by Hyatt brand to the wider region," she said.
Each property is designed to serve a distinct segment of the Riyadh market. Gardino Hotel Riyadh will offer 99 rooms and suites, strategically located near the capital's healthcare and university districts. Vittori Garden Hotel Riyadh will feature 131 rooms, with access to key financial and transport hubs. Vittori Suites Riyadh will add 66 suites within a mixed-use development, catering to guests seeking extended stays.
The move comes as Saudi Arabia intensifies its tourism push, with major projects and events such as Expo 2030 driving hotel development. Hyatt's entry into the franchise model in the Kingdom is a strategic response to this momentum, allowing the brand to expand more rapidly through local partnerships.
Industry observers note that Hyatt's franchise approach mirrors broader trends in the region, where international hotel groups are increasingly leveraging local expertise. This model is expected to accelerate Hyatt's growth in Saudi Arabia, complementing its existing managed properties.
The introduction of Unscripted by Hyatt, a brand known for its lifestyle-oriented offerings, adds a new dimension to Riyadh's hospitality landscape. The brand's focus on authentic, design-led experiences is likely to appeal to both domestic and international travelers.
With these agreements, Hyatt strengthens its presence in a market that is witnessing unprecedented growth in tourism and business travel. The Kingdom's Vision 2030 initiative, which aims to diversify the economy and boost tourism, provides a favorable backdrop for such expansions.
As the opening date approaches, industry stakeholders will be watching how these properties perform and whether Hyatt will extend its franchise model to other Saudi cities. For now, the focus remains on delivering a successful debut for Unscripted by Hyatt in Riyadh.
