Shaping the region’s first homegrown hospitality brand.
Saudi Arabia is on the precipice of a huge transformation. Vision 2030 – its plan to diversify the economy and decrease dependency on oil – is driving investment across the Kingdom. Energy, infrastructure and tourism are at the core of this drive. Yet despite an influx of global hospitality brands, no homegrown player had fully captured the opportunity…until now.
The story of a new brand
Hospitality in Saudi Arabia isn’t just a sector; it’s a way of life. Commercial enterprise aside, this is a region with a strong social code of generosity and care. Foreign brands didn’t understand this, so for years they built hotels without a heart, service without substance. Places where tourists could experience luxury, but none of the soul that makes this country so unique.
So we partnered with a new entity to change this. Funded by the Kingdom, led by Saudi nationals, it was an enterprise in need of a identity. Together, we named, designed and branded Adeera from the ground up – a hospitality group that could stand shoulder-to-shoulder with the best in the world, while staying true to the culture it came from.
Turning a cultural instinct into a commercial model
As Adeera came to life, our research uncovered a powerful insight: that in Saudi Arabia, status isn’t defined by what you have, but how much you give. Generosity, not exclusivity, is the highest form of prestige. And if you could build a business around that principle, you wouldn’t just win hearts – you’d win market share.
This strategy allowed us to navigate a secondary challenge: talent acquisition. Historically, hospitality hasn’t been viewed as an aspirational career path in Saudi, but by aligning the industry with national values, we could offer hotel staff a genuine sense of pride.
Designing a system around generosity
Adeera required more than a visual and verbal identity. We needed to codify an unspoken way of being into a full-scale hospitality model. One that could adapt to modern expectations without compromising on its cultural roots. We built Adeera as a master brand, with three sub-brands designed to meet different needs, but united by a single, unmistakable identity: one that places generosity at the heart of every interaction.
Designing a new national export
The result is more than a brand. It’s a blueprint. A model for a new kind of hospitality – one that retains value within the Kingdom, opens doors for Saudi talent, and repositions the sector as a source of national pride. For investors, this means a high-growth, homegrown industry with long-term value. For the global hospitality sector, it’s a blueprint for redefining luxury through cultural identity. And for Saudi Arabia, it’s a decisive step toward global leadership in hospitality, on its own terms.
Client testimonial
We needed a partner who had a business first mentally and brought fresh thinking to the table. Yonder’s unique blend of insight, strategy and imagination and top-notch creative teams set them apart – they were the ideal partner. Our process was the perfect blend of art and science, with research guiding every step of the process.
VP Marketing Staffing and Workforce Solutions Provider
Sector
Hospitality
Geography
Global
What we did
Brand strategy
Culture
Design