Domenech, Ruthalomair, abdullah2025-12-242025hotel – Hospitalityhttps://hdl.handle.net/20.500.14154/77680This project presents a detailed business plan for Martaa Hotel, a four-star urban social hotel concept located in Diriyah, Riyadh, Saudi Arabia. The hotel is designed to combine modern hospitality with Saudi cultural identity by integrating regional design elements, sustainable practices, and community-focused spaces. Martaa Hotel aims to offer guests an immersive experience that reflects the traditions of Saudi Arabia while meeting contemporary lifestyle and technological expectations. The project outlines the hotel’s concept, target market, facilities, operational structure, and financial feasibility. It focuses on creating a socially engaging environment that caters to leisure travelers, business guests, and digital nomads. Through strategic planning, sustainability initiatives, and innovative service design, Martaa Hotel seeks to position itself as a competitive and culturally distinctive hospitality destination aligned with Saudi Vision 2030.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.139enHospitality ManagementHotel ManagementCustomer SatisfactionFood & Beverage ManagementLuxury HotelsOperations ManagementThesis