BirchStreet Systems, a global leader in procure-to-pay solutions for the hospitality industry, has been selected as the exclusive partner by Red Sea Global, the visionary developer behind Saudi Arabia’s landmark tourism projects-The Red Sea and AMAALA. These destinations are set to transform the country’s tourism landscape by turning a vast stretch of the Red Sea coastline into high-end international resorts focused on sustainability and regenerative tourism.
Spanning an area the size of a small country, The Red Sea destination will encompass an archipelago of untouched islands along Saudi Arabia’s west coast. Already considered a game-changer in luxury tourism, the project is well underway, with three hotels already open and more set to follow.
Mark Haywood, Chief Commercial Officer & Senior Vice President International for BirchStreet Systems, expressed excitement over the partnership: “Being chosen as Red Sea Global’s exclusive procure-to-pay partner underscores our expertise in hospitality and our ability to support large-scale developments. Red Sea Global is reshaping the future of luxury tourism, and we are honoured to play a part in this remarkable journey.”
Akram Hashem, Senior Director of Operations for Hospitality Systems Technology at Red Sea Global, highlighted why BirchStreet was chosen from a competitive field: “BirchStreet Systems is more than just a procure-to-pay provider; they are true hospitality experts. Their deep industry knowledge and long-standing partnerships with global hotel brands made them the perfect partner for our project.”
BirchStreet’s partnership was secured through its impressive track record with major hotel brands like Four Seasons, Marriott, Hilton, and Hyatt. Haywood emphasised the importance of this legacy: “Red Sea Global recognised the strength of our industry relationships and saw value in partnering with a company that is deeply embedded in hospitality. Our comprehensive services, from eProcurement to Inventory and Recipe Management, will be critical in supporting the operational needs of these luxury resorts.”
The Red Sea destination opened its doors to its first guests in 2023, with more luxury properties on the horizon. Iconic hotels like Shebara and Desert Rock are set to welcome guests later this year, while Shura Island is expected to be ready by 2025. The Red Sea International Airport, which has been accommodating domestic flights since September 2023, began its first international route to Dubai in April 2024.
When fully completed in 2030, The Red Sea project will feature 50 resorts, 8,000 hotel rooms, over 1,000 residential properties, and world-class amenities such as luxury marinas, golf courses, entertainment venues, and fine dining options.
In addition to The Red Sea, Red Sea Global’s second destination, Thuwal Private Retreat, is set to open in the coming weeks. Meanwhile, AMAALA, another flagship development, will welcome its first guests in 2025, with eight luxury resorts and the highly anticipated Yacht Club forming part of the project’s first phase.
As BirchStreet Systems joins forces with Red Sea Global, the collaboration represents a significant step toward reshaping Saudi Arabia’s luxury tourism market-balancing cutting-edge technology with world-class hospitality.
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