Can a Party-Driven Brand Thrive in Saudi Arabia? Nammos Thinks So
Photo Credit: Nammos Resort Amaala in Saudi Arabia. Nammos
Skift Take
The Mykonos-born lifestyle brand is showing how Western operators must adapt to succeed in the Kingdom.
Saudi Arabia is emerging as a hotspot for luxury tourism, but for Western lifestyle brands like Nammos — known for high-energy social experiences with alcohol — success requires more than transplanting a proven formula.
“Saudi isn’t a plug-and-play growth story,” Carolyn Turnbull, CEO of Nammos Hotels & Resorts, told Skift. “You need to roll up your sleeves, connect with the local community, and understand the nuances. Patience is everything.”
This year, Nammos is launching its first Middle East resort at the Amaala Triple Bay, an ultra-luxury wellness destination on the Red Sea in Saudi Arabia. The property is set to include 110 keys, 20 branded residences, three F&B outlets, and the brand’s first spa.
Nammos Resort Amaala marks the brand’s first property outside of Mykonos, an island known for its parties. That makes its launch in Saudi Arabia a strategic contrast. The Kingdom has officially had a ban on sales or consu
