Serhan became CEO in 2024. Amsa Hospitality was established in 2020 as a hotel management company to promote luxury tourism within Saudi Arabia, while preserving its cultural heritage. As of March 2026, it has three active hotels, and over 20 hotels under development. In 2026, Amsa partnered with Artal Hotels and Hyatt to manage three upcoming properties in Riyadh and expanded its strategic operator alliance with Accor to introduce a 142-key hotel in Qassim, building on an 18-hotel master agreement. Serhan previously worked with Marriott International in Saudi Arabia for over 10 years.