Red Sea Global leading transformation of Saudi Arabia's luxury travel landscape
Saudi Arabia’s luxury travel landscape is undergoing a profound shift — and Red Sea Global
(RSG) is leading the transformation. From the barefoot escapism of The Red
Sea to the curated wellness and cultural immersion of AMAALA, the group is setting new benchmarks
for what high-end hospitality can look like in the kingdom.
In
this conversation with Gulf Business, Brett Armitage, Group Head of
Global Branding and Marketing at Red Sea Global, discusses how storytelling,
purposeful partnerships and guest-centred design are shaping the next
generation of regenerative destinations — and redefining the global
conversation around sustainable luxury.
The Red Sea and AMAALA are
redefining luxury in Saudi Arabia. How do you craft distinct brand identities
while maintaining a unified vision under RSG?
Each destination represents a different facet of our shared ambition for
regenerative tourism. The Red Sea is anchored in barefoot luxury — a
sanctuary of natural wonder, discovery and renewal surrounded by untouched
islands and thriving coral reefs. AMAALA, meanwhile, embodies curated,
ultra-luxury wellness and cultural immersion, where art, architecture and
wellbeing converge.
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at the core of Red Sea Global’s projects
Their personalities differ, but they remain united by Red Sea Global’s
overarching purpose: delivering meaningful, life-enhancing experiences while
protecting the planet. That shared philosophy allows us to build distinct
brands that all carry the same DNA — one defined by sustainability,
authenticity and transformation.
How is luxury brand
segmentation evolving, and what does it mean for destinations like The Red Sea
and AMAALA?
Luxury is no longer about excess — it’s about access, intent and
personalization. Among high-value travelers, we now see clear psychographic
segments: conscious explorers seeking nature and connection; wellness-focused
guests pursuing inner balance; and cultural curators drawn to art, design and
intellectual enrichment.
Understanding these mindsets helps us design experiences that resonate
deeply with each profile. The Red Sea appeals to those seeking purity,
adventure and reconnection with nature, while AMAALA speaks to
travelers looking for transformation through art, culture and holistic
wellness. Together, they position Saudi Arabia as a destination that caters to
a broad spectrum of modern luxury expectations.
Storytelling is key to
building emotional connection in luxury branding. How are narrative and design
shaping Saudi Arabia’s next-generation destinations?
Storytelling turns places into emotional experiences. At Red Sea Global,
every element — from architecture to guest touchpoints — draws from Saudi Arabia’s
natural and cultural heritage.
At The Red Sea, the story begins with nature. The convergence of
desert, sea and sky becomes a metaphor for balance, purity and renewal.
At AMAALA, the narrative centres on transformation — a blend of
art, wellness and human creativity. Through design, tone and visual identity,
we’re inviting guests to step into these stories and become active participants
rather than passive observers.
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Sea Global attracts divers worldwide through nature-based tourism
Partnerships increasingly
define purpose in luxury. How does RSG select collaborators who align with its
environmental and cultural values?
We work with partners who share our commitment not just to sustainability,
but to regeneration. Whether they are hotel brands, architects or wellness
innovators, we look for those who see luxury as a force for positive impact.
Our approach is built on three principles:
Purpose — ensuring every project drives measurable positive
change.
Authenticity — staying rooted in Saudi heritage and local
communities.
Innovation — pushing boundaries to pioneer responsible luxury.
Each collaboration strengthens an ecosystem driven by a shared mission to
redefine luxury through responsibility and creativity.
Guest expectations are
evolving. What does “transformative luxury” mean at The Red Sea and AMAALA?
Travellers today want experiences that change them — emotionally,
intellectually or spiritually. Transformative luxury is about creating moments
with lasting personal impact.
At The Red Sea and AMAALA, transformation is rooted in
connection: connection to nature, to self, and to culture. Whether witnessing
thriving coral ecosystems, engaging with Saudi artisans, or participating in
holistic wellness programs, guests become part of something bigger — a movement
toward travel that regenerates rather than consumes.
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of Red Sea Global highlights key features of the project
Looking ahead, how can brand
architecture and strategic marketing position Saudi Arabia as a global
benchmark for sustainable luxury?
Our brand architecture is designed for clarity, cohesion and global
credibility. By positioning The Red Sea and AMAALA as
distinct yet complementary pillars under Red Sea Global, we’re defining a new
category of luxury built on regeneration.
Strategic marketing amplifies this story through world-class branding and
thought leadership in sustainability and innovation. Our aim is not just to
attract travellers, but to drive an industry-wide shift toward luxury that is
sustainable, inclusive and deeply human.
Source: Gulf Business
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