Wyndham targets midscale hotel segment to meet growing demand in Saudi Arabia 

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Updated 01 October 2024
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Wyndham targets midscale hotel segment to meet growing demand in Saudi Arabia 

DUBAI: US hospitality giant Wyndham aims to extend beyond the luxury market as it eyes the midscale segment to fill a gap in Saudi Arabia’s booming hotel market. 

In an interview with Arab News on the sidelines of the Future Hospitality Summit in Dubai, Dimitris Manikis, president for Europe, Middle East, Eurasia, and Africa at Wyndham Hotels & Resorts, emphasized that while there is a significant focus on high-end hospitality in Saudi Arabia, tapping into the economy and midscale sectors is essential to reaching the Kingdom’s target of 150 million tourists by 2030. 

He highlighted the success of Wyndham’s Ramada brand in the region and discussed plans to introduce more midscale offerings like Wyndham and Wyndham Garden into the Saudi market.

“For us, there’s a lot of talk about luxury in Saudi. It’s all about luxury. But in order to get the 150 million tourists that the Kingdom is actually looking for, you have to start looking at the economy and budget sectors,” Manikis said.

The company is already invested in Saudi Arabia, with 14 operational hotels and more on the way, highlighting its commitment to the Kingdom. 

He further elaborated on the importance of catering to a broader spectrum of travelers, saying: “It’s not just about the luxury in the high end. It’s about a broader spectrum of travelers, and that’s exactly what Wyndham is actually doing in Saudi.”

Wyndham’s regional headquarters are in Dubai, with a satellite office in Saudi Arabia. 

“We have a pipeline of about seven properties as we speak. Ramada is our most popular brand and is the brand that resonates a lot with the Middle East. We’ve opened up Wyndham Garden already in the Kingdom, and obviously there are a couple of other brands that we believe have a great future,” the top official told Arab News. 

Formula One of hospitality 
 
Manikis compared Saudi Arabia’s progress in the hospitality sector to Formula One, drawing a parallel between innovations in the sport and how they later influence the broader automotive industry. 

“In Formula One, whatever you do in cars, five years later, you find the same technology in the mass production. Things that are happening in Saudi Arabia today on technology, on sustainability, on infrastructure or new concepts and ideas, you will find them in five years to be mainstream across so many different places in the world, in hospitality,” he said. 

For Manikis, the Kingdom’s advances are not just about expansion or visitor numbers, but about pioneering new methods that will reshape the future of hospitality. 

“What is happening in the Kingdom is not just about growth, and so many hotels and so many visitors or so many tourists, it’s actually about the new things that they’ve been tested in the market, that will change the future of hospitality in the next five to ten years,” he said. 

Manikis pointed to projects like NEOM as prime examples of innovation, where innovative advancements in energy, food sustainability, and infrastructure are being rolled out. 

“These are amazing things that are happening in Saudi. They get deployed in Saudi and you will find them in the next five to ten years in so many different countries in the world.” 

Middle Eastern Perspective 

Shifting his focus to the wider Middle East, Manikis highlighted the diverse approaches to hospitality in the region. “Everybody, every single country has hospitality at its core,” he said. 

He went on to explain: “The last five to seven years, we have seen what happens in hospitality in Qatar, in Abu Dhabi, we see what is going on near us in Ras Al-Khaimah, in Ajman, in Saudi Arabia, in Bahrain, everybody. The good news about the GCC and the Middle East in general, they have their own needs, their own focus.” 

Manikis showed excitement about how the hospitality industry in the Gulf Cooperation Council is transforming societies. “The good news about the GCC is that each country has its own needs, but they all recognize hospitality as a key contributor to gross domestic product,” he said. 

Manikis highlighted the enthusiasm of the region’s younger generation for hospitality, contrasting it with Europe, and said the passion energizes him during visits. 

Human Element

Despite the rising influence of technology and artificial intelligence in the sector, Manikis emphasized the irreplaceable role of human interaction. 

He acknowledged that AI will play a supportive role, such as chatbots providing customer service, but he warned against overstating its importance. “Technology helps, but we have to be careful. If we want to bring the younger generation into hospitality, we cannot tell them their jobs will be taken over by robots in five years.” 

Manikis offered a glimpse into his Wyndham’s immediate future, saying: “We are signing a couple of deals in India with the developer who is actually doing a deal here in Dubai, and then we’ve got another three deals with that particular owner in India. And then we are looking on a three deal, three sides deal, two in Abu Dhabi and one in Dubai as well.” 


Mapping Saudi soils to grow better crops

Updated 19 December 2025
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Mapping Saudi soils to grow better crops

  • Palm trees, root crops, and coastal plants reveal the land’s story

RIYADH: Saudi Arabia’s land tells stories written beneath the feet. From fertile plains and rugged highlands to vast deserts, the Kingdom’s diverse landscapes shape what can grow, where it grows, and how agriculture can thrive.

Alongside geography and climate, soil conditions play a decisive role in agricultural success. Understanding soil types across the Kingdom helps determine which crops can flourish and what interventions may be needed to sustain them.

In an interview with Arab News, Turki Almutairi, a senior environmental specialist at the National Afforestation Center under the National Center for Vegetation Cover Development and Combating Desertification, outlined the main soil types found across Saudi Arabia.

High amount of salt makes the soil unfit for the production of most crops, even if the soil is fertile. (Supplied)

“The dominant soil in the Kingdom are sandy desert soils, alongside calcareous soils in the central region. Rocky and stony soils are present along mountainous and hilly landscapes,” he said.

“Alluvial soils are common in wadies (valleys), while saline and sodic soils are located in depressions (Sabkhas) and along coastlines. Pockets of clayed soils can be also found around few sites along the Kingdom.”

The Kingdom’s vast territory gives rise to unique soil characteristics in each region, enabling different crops to grow depending on local conditions.

“Soil is the growing medium for plants. The role of soil includes structural stabilization, providing nutrients and a communication medium for plants,” Basil Nasir, soil lead at engineering consultancy William Sale Partnership, told Arab News.

Basil Nasir, soil lead at the engineering consultant company, William Sale Partnership (WSP). (Supplied)

According to Nasir, assessing soil use is essential before determining whether it is fertile or infertile, as different soils support different plant types.

“The soil used for trees differs from the soil used for ornamental plants and from the soil used for aquatic plants. It varies according to the specific needs of each plant, and based on this, we determine what the soil requires and assess its fertility,” he said.

Nasir explained that soil characteristics are shaped by both physical and chemical components. In addition to water and air, mineral particles such as sand, silt and clay are key indicators of soil health. Organic matter, derived from plant and animal remains, forms the fourth major component.

The balance between these elements determines soil behavior. One important physical trait is water-holding capacity, which influences what types of plants a soil can support.

 

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“If the soil is like dunes, adding water will cause it to run off, but if the soil is clay, its ability to retain water will be very high. If you add water and return the next day, you will find that the water is still there,” said Nasir.

Chemical properties, such as whether soil is alkaline or acidic, are equally important. Understanding both physical and chemical traits allows for proper assessment and treatment when needed.

“What determines whether a plant is suitable for a particular environment is primarily the plant's nature. For example, some plants have fibrous roots and therefore do not require well-draining soil,” Nasir added.

“A palm tree, for example, does not care whether it was planted in one soil or the other because its roots are fibrous. Therefore, palm trees are strong plants and are suitable to grow in both dry and wetlands, while preferring sandy areas.”

Soil Salinity can be treated through Soil leaching which means washing the soil with certain amount of water to reduce the salt in it. (Supplied)

Crops such as potatoes, onions, carrots and beetroots — where the edible part grows underground — typically thrive in sandy soils. As a result, plantations of these crops are commonly found in northern regions such as Hail and in Wadi Ad-Dawasir.

In the eastern region, including Al-Ahsa, wetlands are more common due to climatic conditions. Growing plants in such environments often requires human intervention.

“Plants that are coastal or could be found in lagoons or lakes must have some sort of soil around them, like lotus flowers and mangrove trees.”

“An important parameter to keep in mind is that there is no air in its soil, and they are adapted to this condition. However, the lack of air, along with the presence of organic matter, will create a situation where anaerobic bacteria react with the soil, potentially causing diseases we can easily avoid,” said Nasir.

He emphasized that removing organic matter from such soils is essential to ensure plant survival in aquatic environments.

Mountainous and rocky regions in Saudi Arabia are generally volcanic, resulting in low water-holding capacity and challenging growing conditions. However, volcanic ash contributes to high fertility, allowing certain crops to flourish.

As a result, western regions support tree crops such as coffee, mangoes, some banana varieties and pomegranates.

There are various types of soils such as clay, sandy, silty and loamy. Each type provides excellent conditions for specific plants. (Supplied)

As development accelerates across the Kingdom, soil improvement efforts are expanding under the National Greening Program.

“Soil is considered fundamental for the National Greening Program’s objectives. Understanding the soil variability along the Kingdom is a precondition for fostering sustainable soil management,” Almutairi told Arab News.

Adding, “In this line, the NGP is working towards the establishment of the Saudi Soil Information System (TURBA-KSA), which consists of mapping soils and its functional properties in the Kingdom using state-of-the-art technology.”

He also noted the creation of the “Land Rehabilitation Watch” to report, verify and monitor land rehabilitation nationwide.

“This milestone allows the Kingdom to understand how soil and land health are progressing against national and international targets of land degradation neutrality. Documenting good soil and land management practices is also important, so that those successful practices could be scaled up along the Kingdom, which is a priority task for NGP,” he said.

Raising public awareness is another key pillar of the program.

“Assessing different emerging technologies and soil amendments is a daily activity of NGP, as it then provides technical support to partners on the selection and application of these technologies.”

DID YOU KNOW?

• Saudi Arabia cultivates around 1 million hectares, mainly in Riyadh, Qassim, Hail, and Jouf.

• Farming follows the seasons: winter brings onions, garlic, and carrots, while summer yields watermelon, tomatoes, and cucumbers.

• The Kingdom is a top date producer, with over 31 million palm trees generating nearly 1.54 million tons, especially in Riyadh and Qassim.

Almutairi stressed that soil is often overlooked because it lies unseen beneath the surface, despite its critical role.

Yet soil produces 95 percent of food, stores water, holds more carbon than vegetation and the atmosphere, suppresses contaminants, regulates water, carbon and nutrient cycles, and hosts microorganisms linked to the human microbiome.

He emphasized the need to engage the general public, particularly urban communities disconnected from nature. Education helps people understand where food comes from and how contact with soil — such as walking barefoot — can support well-being. Healthy soils also contribute to cleaner water and air, he added.

Almutairi also called for stronger advocacy among decision-makers, noting that investment in healthy soils supports climate action, food security and sustainable development.

He concluded that key strategies include officially observing UN World Soil Day on Dec. 5, integrating soil education into curricula, launching annual social media campaigns, using art to raise awareness, and organizing public events that connect soils to everyday life.