Adeera Hospitality Company, Saudi Arabia’s national hospitality company wholly owned by the Public Investment Fund (PIF), has announced a strategic collaboration with the Hospitality Sales and Marketing Association International Middle East and Africa (HSMAI MEA) to strengthen professional development and expertise across its commercial teams.
Under the collaboration, Adeera’s sales,
marketing and revenue optimisation executives will have the opportunity to
obtain four internationally recognised HSMAI professional certifications:
Certified Hotel Sales Leader (CHSL), Certified Hospitality Digital Marketer
(CHDM), Certified Revenue Management Executive (CRME) and Certified Hospitality
Business Acumen (CHBA).
The programme will be supported by expert-led
review courses delivered by HSMAI-certified facilitators, combining established
commercial principles with practical, industry-focused learning.
The initiative aims to enhance technical
knowledge, strengthen cross-functional collaboration and establish consistent
professional standards across Adeera’s commercial operations.
The partnership forms part of Adeera’s broader
commitment to investing in its workforce and supporting long-term career
development as it prepares to expand its presence in Saudi Arabia’s evolving
hospitality sector.
Through the collaboration, the company also
seeks to establish a development framework for future commercial talent,
aligning employee capabilities with international hospitality standards and
industry best practices.
Thomas Grundner, Chief Commercial Officer at Adeera Hospitality,
said: “At Adeera, we believe hospitality grows with our people. Investing in
their professional development means giving our teams opportunities to build
their expertise, progress in their careers and contribute to the future of
hospitality in Saudi Arabia. By making globally recognized certifications part
of our talent development approach, we are supporting the growth of our
commercial professionals and the capabilities our organization needs for the
future.”
Mona Faraj, President of HSMAI Middle East and Africa, said:
“Developing hospitality’s next generation of commercial leaders begins with
giving professionals access to relevant knowledge and recognized standards. We
welcome Adeera’s commitment to the growth of its people. Through HSMAI’s
certifications and expert-led learning, we look forward to supporting
commercial professionals as they develop their skills and advance their
careers.” -TradeArabia News Service
