Chaouch assumed his current role in 2024. The Elaf Group is fully owned by SEDCO Holding and has had a presence in the region for over 40 years. Elaf has nine properties with a total of 3,377 keys including ELAF Taiba Hotel in Madinah that opened in August 2025. It has two brands: Elaf in Holy Cities (for Makkah and Madina), and Joudyan – dedicated to city-hotels. Elaf has five projects in pipeline for 2025. Chaouch is also the chairman at EXO Saudi Arabia - a Joint venture with Elaf Group and EXO.