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Saudi Arabia is reimagining luxury travel, and Red Sea Global is at the forefront. From the barefoot escapism of The Red Sea to the curated wellness and cultural immersion of AMAALA, the group is redefining what it means to experience high-end hospitality in the kingdom.
In this conversation, Brett Armitage, group head of Global Branding and Marketing at Red Sea Global, shares how storytelling, purposeful partnerships, and transformative experiences are shaping these next-generation destinations, positioning Saudi Arabia as a global benchmark for sustainable, human-centred luxury.
The Red Sea and AMAALA are redefining the meaning of luxury in Saudi Arabia. How do you approach crafting distinct brand identities for both while maintaining a unified vision under Red Sea Global?
Each destination represents a unique facet of our collective vision for regenerative tourism. The Red Sea embodies barefoot luxury and natural wonder, a sanctuary of discovery and renewal set amid pristine islands and coral reefs. AMAALA, on the other hand, is an expression of curated, ultra-luxury wellness and cultural immersion, where art, architecture, and wellbeing intersect.
Despite their distinct personalities, both are bound by Red Sea Global’s overarching philosophy: to deliver meaningful experiences that enhance people’s lives while protecting the planet. This unified purpose allows us to create differentiated brands that share one DNA, one defined by sustainability, authenticity, and transformative experiences.
How is luxury brand segmentation evolving, and what role does it play in attracting different types of high-value travellers to new destinations like The Red Sea and AMAALA?
Luxury today is no longer defined by material excess; it’s about access, purpose, and personalisation. We’re seeing clear segmentation within high-value travellers: from the conscious explorer seeking connection with nature, to the wellness connoisseur in pursuit of inner balance, to the cultural curator drawn to art and design.
By understanding this evolving psychographics, we can design experiences that truly resonate with each guest profile. The Red Sea speaks to those seeking purity, adventure, and reconnection, while AMAALA appeals to the discerning few looking for transformation through art, wellness, and culture.
Together, they position Saudi Arabia as a destination that satisfies a spectrum of modern luxury mindsets.
Storytelling is central to building emotional connection in luxury branding. How are you using narrative and design to express the essence of Saudi Arabia’s next-generation destinations?
Storytelling allows us to translate our destinations into emotional journeys rather than just physical places. Every element from architectural design to guest experience draws from Saudi Arabia’s rich natural and cultural heritage.
At The Red Sea, the story begins with nature: the interplay of desert, sea, and sky becomes a metaphor for balance and renewal.
At AMAALA, the narrative focuses on transformation, a celebration of art, wellness, and human creativity. Through design, tone, and visual identity, we’re creating destinations that invite guests to become part of the story, not just spectators.
Partnerships are increasingly a way for luxury brands to demonstrate purpose. How does Red Sea Global choose collaborators that align with its sustainability and cultural authenticity goals?
We collaborate with partners who share our commitment to regeneration, not just sustainability. Whether it’s hospitality brands, architects, or wellness innovators, we seek those who view luxury as a force for good.
Our partnerships are guided by three principles: purpose, authenticity, and innovation. Purpose ensures our projects have a measurable positive impact. Authenticity keeps us rooted in Saudi heritage and community, and innovation drives us to pioneer new ways of delivering responsible luxury. Each collaboration strengthens our ecosystem of brands working toward a shared global mission.
As someone with experience shaping global hospitality brands, how do you see guest expectations shifting, and what does “transformative luxury” mean in the context of The Red Sea and AMAALA?
Guests are seeking experiences that change them emotionally, intellectually, or spiritually. Transformative luxury means creating moments of meaning that stay with people long after they leave.
At The Red Sea and AMAALA, that transformation comes from connection: to self, to nature, and to culture. Whether it’s witnessing thriving coral ecosystems, engaging with Saudi artisans, or participating in holistic wellness programs, our guests will feel part of something larger, a movement toward travel that regenerates rather than consumes.
Looking ahead, how can brand architecture and strategic marketing help position Saudi Arabia as a global benchmark for sustainable luxury travel?
Our brand architecture is built to elevate Saudi Arabia’s global presence through clarity, cohesion, and credibility. By positioning The Red Sea and AMAALA as distinct yet complementary pillars under Red Sea Global, we’re defining a new category of luxury, one rooted in regeneration.
Strategic marketing amplifies this story across markets, combining world-class branding with thought leadership in sustainability and innovation. Ultimately, our goal is not just to attract travellers, but to inspire an industry-wide shift proving that the future of luxury is sustainable, inclusive, and deeply human.
