Samy Boukhaled

Chief Hospitality Officer

Samy Boukhaled is a hospitality executive with over 35 years of experience spanning luxury and economy hotel brands across Europe, North Africa and the Middle East. As Chief Hospitality Officer at BAAN Holding in Saudi Arabia he leads a portfolio of 24 hotels with over 3,000 rooms, driving strategic vision, rebranding initiatives, operational excellence and expansion aligned with Saudi Vision 2030. An expert in hotel openings, rebranding and repositioning, he has overseen projects throughout the MENA region from pre-opening through market repositioning. His expertise extends to financial performance management, revenue optimisation, business development and asset management, with particular strength in restructuring operations for improved profitability. He has held leadership roles with Accor, Millennium Hotels & Resorts and Elaf Group, and his expertise also spans thalassotherapy and spa operations, marketing strategy and quality management.