How Stefan Leser Is Turning Saudi Talent Into a Global Hospitality Powerhouse

As Saudi Arabia continues to position itself as a global tourism powerhouse, Adeera Hospitality Group is shaping how the country’s hospitality story unfolds. 

At the center of that mission is Stefan Leser, a veteran hotelier and strategist leading Adeera’s investment in developing Saudi talent and distinctive guest experiences. 

Ahead of his session at Skift Global Forum East, Leser shares how Adeera’s people-first philosophy and a focus on capability, culture, and innovation are setting the tone for a new era in travel.

1. What’s one “big bet” you’re making on the future of travel?

“Our biggest bet is that the future of travel will be defined by nations that can convert vision into capability. At Adeera, we’re investing in developing the next generation of Saudi hospitality leaders — individuals who combine global standards with a uniquely Saudi sense of warmth and pride. We believe the next era of travel will be led by destinations that are not only rich in culture but ready in talent, systems, and execution.”

2. How do you think about the growth of experiences over things — and how is that changing your business?

“Travel today is about transformation, not transaction. For Adeera, that means creating experiences that express the soul of Saudi hospitality — through design, cuisine, storytelling, and service. Our brands — Alia, Sama, and Noor — are each built around this philosophy. And behind those experiences are capable Saudi professionals who deliver them with precision, confidence, and genuine care.”

3. How are you thinking about the future of talent in travel, especially as tech reshapes roles?

“The future of travel will be shaped by talent that can bridge culture and innovation. We’re committed to developing Saudi professionals who can operate on a global stage — fluent in technology, strategy, and the art of genuine hospitality. This isn’t just workforce development; it’s nation-building. Our goal is to ensure that when the world visits Saudi Arabia, it’s our people who define the experience.”

Join the Conversation at Skift Global Forum East

Catch Stefan Leser, CEO of Adeera Hospitality Group, on stage at Skift Global Forum East, October 29-30 in Abu Dhabi. Hear how Saudi Arabia’s next generation of hospitality leaders is shaping a travel landscape where capability, culture, and innovation converge.