Riyadh : Elaf Group, a leading hospitality company, participated in the Future Hospitality Summit (FHS) 2026, held in Riyadh from Monday, June 22 to Wednesday, June 24. The summit convened leading experts and global leaders across hospitality, tourism, and real estate investment to explore the most pressing challenges and opportunities shaping the industry amid rapid regional transformation.
This year’s Future Hospitality Summit covered five key tracks through seminars and panel discussions: real estate investment, technology and innovation, luxury and lifestyle, the food and beverage sector, and talent development.
Elaf Group was represented at the event by its CEO, Jalil Makwar, who took part in a panel discussion. In his remarks, Makwar highlighted how the hospitality sector in the Kingdom can be advanced through the adoption of a new, integrated tourism system designed to deliver Saudi hospitality in line with international standards, supporting the goals of Saudi Vision 2030 for tourism and hospitality growth.
During the panel, the CEO reviewed Elaf Group’s core offerings, hotels, and long-standing expertise in hospitality—spanning more than 40 years. He also outlined the group’s vision to evolve from a traditional hotel operator into a leading Saudi hospitality platform, grounded in Kingdom values and committed to providing exceptional guest experiences while creating sustainable value for owners, partners, guests, employees, and shareholders.
Makwar emphasized that Elaf’s transformation is built on four key pillars. First, enhancing the guest experience by combining the warmth of Saudi hospitality with modern operational capabilities and future-focused solutions. Second, developing national talent through a 45% Saudization rate across Elaf’s hotels and a graduate development program that has achieved nearly 75% employment for participating graduates, reflecting the group’s commitment to building real career pathways for young Saudis. Third, driving innovation and digital transformation, including the adoption of artificial intelligence, advanced data analytics, automation, and emerging technologies to deliver more personalized and seamless guest journeys, strengthen smart decision-making, and improve operational efficiency and performance. Fourth, building scalable operational capabilities through growth and expansion opportunities across the Kingdom, including strengthening the group’s existing hotel portfolio and identifying strategic expansion aligned with its long-term strategy and corporate values.
Elaf Group’s participation in FHS 2026 reflects its ongoing dedication to supporting the Kingdom’s hospitality sector and staying aligned with the latest global developments in the field—consistent with its vision and strategic priorities, as Saudi Arabia continues to expand and progress in tourism and hospitality.
Elaf Group is a regional hospitality leader established more than 40 years ago. It manages and operates hotels in strategic locations across the Kingdom, including Riyadh, Jeddah, Makkah, and Madinah, serving pilgrims, Umrah performers, and both local and international guests. The company has earned a strong international reputation for its commitment to efficiency and quality standards and its reliance on a highly trained national workforce.
