Riyadh, Saudi Arabia, 05 November 2026 – 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.
Thomas Grundner, Chief Commercial Officer at Adeera Hospitality, said: “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.”
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.
Mona Faraj, President of HSMAI Middle East and Africa, said: “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.”
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.
