Browsing by Author "alomair, abdullah"

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MARTA HOTEL
(Saudi Digital Library, 2025) alomair, abdullah; Domenech, Ruth
This master’s thesis presents a comprehensive business plan for Martaa Hotel, a four-star urban social hotel concept located in Diriyah, Riyadh, Saudi Arabia, a culturally significant destination aligned with Saudi Vision 2030. The project aims to redefine contemporary hospitality by integrating modern design, sustainability, cultural authenticity, and community engagement within a single hospitality concept. The study adopts a mixed-methods approach, combining industry analysis, market research, benchmarking, and financial feasibility assessment to evaluate the viability of the proposed hotel. The research explores key aspects including hotel concept development, market segmentation, competitive positioning, operational planning, revenue management strategies, and sustainability initiatives. Special emphasis is placed on guest experience, cultural immersion through regional Saudi design elements, and the integration of technology to enhance operational efficiency and service personalization. Findings indicate strong market potential for an urban social hotel in Diriyah, driven by increasing domestic and international tourism, government investment in tourism infrastructure, and a growing demand for experiential, sustainable, and community-oriented hospitality offerings. Financial projections demonstrate that Martaa Hotel is economically viable, with positive profitability indicators and long-term growth potential supported by effective pricing strategies and diversified revenue streams.
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