Serhan assumed his current role in August 2024. As of June 2025, Amsa Hospitality’s portfolio included three hotels and 20 in the pipeline across Saudi Arabia. The company expanded its portfolio in February 2025 with two hotel openings, Mercure Khamis Mushait and Radisson Hotel Madinah, and signed the Kayan Avenues project in May 2025. Serhan previously worked with Marriott International in Saudi Arabia for 11 years.