Adeera and HSMAI MEA Join Forces to Develop the Next Generation of Hospitality Commercial Leaders
Adeera Hospitality and HSMAI MEA will offer sales, marketing and revenue staff four professional certifications including CHSL, CHDM, CRME and CHBA, supported by expert-led review courses.
Riyadh, Saudi Arabia – Adeera Hospitality Company, Saudi Arabia’s national hospitality champion 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). The collaboration places globally recognized professional certifications at the center of Adeera’s approach to developing its commercial teams.
The initiative reflects Adeera’s commitment to investing in its people and supporting long-term career development. It aims to recognize the professional growth of current team members while establishing a development standard for future commercial talent as the company prepares for its ambitions in Saudi Arabia’s evolving hospitality sector.
Through the collaboration, Adeera’s sales, marketing and revenue optimization executives will have the opportunity to earn four HSMAI professional certifications: CHSL, CHDM, CRME and CHBA. These globally recognized credentials are designed for hospitality’s commercial disciplines.
The certification journey will be supported by expert-led review courses delivered by HSMAI-certified facilitators. Combining established commercial principles with practical, industry-relevant learning, the programme is intended to strengthen expertise across commercial functions, encourage cross-functional collaboration and support consistent standards of professional excellence.
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.
Thomas Grundner, Chief Commercial Officer at Adeera Hospitality
HSMAI is a global hospitality association focused on education, professional development, networking and the exchange of industry best practices. Its internationally recognized certifications provide a framework for strengthening knowledge and skills across hospitality’s commercial disciplines.
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.
Mona Faraj, President of HSMAI Middle East and Africa
The collaboration brings together HSMAI’s global expertise in commercial education and Adeera’s focus on talent development. It supports a culture of continuous learning and career progression, helping hospitality professionals build the skills and confidence to contribute to the sector’s future.
About the Hospitality Sales and Marketing Association International (HSMAI)
Founded in the United States in 1927, HSMAI is an individual membership organization comprised of more than 5,000 members from 35 countries and chapters worldwide. The HSMAI is committed to growing business for hotels and their partners and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue. HSMAI operates regionally around the globe via regional boards of directors and staff. The organization is present in multiple regions: the Americas, Asia Pacific, Europe, LATAM and the Middle East & Africa.
About Adeera Hospitality
Hotel Management Company “Adeera”, Saudi Arabia’s national hospitality champion aims to develop hotel brands and provide a unique visitor experience by embodying the authentic Saudi hospitality and generosity culture to the highest global standards. An imperative goal of Adeera is to empower talents and competencies through its initiatives with partners and leading educational and training institutions, contributing to the achievement of Vision 2030 objectives and placing the Kingdom on the global tourism map.
Media Contact
Anne Bleeker
Managing Director, In2 Consulting [email protected]