Emotions, Experiences, and the Evolving Saudi Consumer
Marketing leaders from Team Saudi, Amsa Hospitality, MSQ Middle East, and Cenomi Centers share how emotion, experience, and empathy are redefining brand relationships with consumers in Saudi Arabia.
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The Kingdom’s transformation is no longer just economic, in its efforts to accelerate its Vision 2030 ambitions. It’s emotional.
Consumers are redefining what it means to belong, connect, and engage with brands. They’re not driven solely by choice, but by meaning. From stadiums to shopping malls, hotels to digital platforms, experiences are being designed around identity, pride, and shared purpose.
Leading this evolution are voices from across industries, Adeel Ahmed, Senior Director, Brand, Team Saudi; Bandar Adnan Abdulmajeed, Chief Brand & Marketing Officer, Amsa Hospitality; John Speers, Joint Managing Director, MSQ Middle East; and Julian Morbidelli, Loyalty Director, Cenomi Centers, each reimagining how brands can engage an audience that no longer wants to be sold to, but inspired and understood.
Their perspectives reflect a broader shift shaping the Saudi market: from transactions to trust, and from communication to connection.
From Spectators to Supporters
Sports fandom in Saudi Arabia has transformed into a more interactive and emotionally charged experience.
“Technology has been a huge enabler—social media, interactive apps, AR/VR, and wearable integrations are reshaping how fans connect,” says Adeel Ahmed.
Today’s fans no longer just cheer; they participate, track progress, and join national movements like the 100 Million Calorie Challenge.
For brands, this shift means moving beyond transactions. “Relationships must be built on shared values and mutual benefit,” he adds. Authenticity, personalisation, and community-building are now the foundations of lasting engagement.
At its core, sports in Saudi Arabia has become a celebration of belonging and pride, a movement where fans, athletes, and brands share a collective purpose.
Hospitality with Heart
In Saudi Arabia’s crowded hospitality sector, differentiation begins with emotion.
“We use content to highlight what Amsa Hospitality stands for—the welcoming and generous nature of Saudi hospitality,” says Bandar Adnan Abdulmajeed.
Guests today are not merely looking for luxury; they’re seeking meaning. “They want to associate with brands that align with their values and do good, such as caring for the environment through sustainable operations.”
Data plays a pivotal role in this transformation.
By constantly tracking marketing impact, Amsa Hospitality ensures that every campaign strengthens emotional resonance while delivering measurable results. Abdulmajeed’s advice to young marketers reflects this balance: stay agile, learn continuously, and embrace both successes and failures as growth drivers.
True hospitality, he reminds us, is not about rooms or ratings. It’s about connection, care, and purpose.
Travel That Feels Human
“The most powerful driver of engagement isn’t the place; it’s the people,” says John Speers. His philosophy of Destination DNA reframes tourism from promotion to emotion.
By uncovering the human essence of a destination, its stories, traditions, and interactions, brands can craft experiences that linger in memory.
“Places are functional; people are emotional,” he explains. This approach integrates deep audience research with AI-driven insights to create journeys aligned with travellers’ passions, from food and wellness to culture and nature.
Yet, Speers warns against overreliance on algorithms: “When brands delegate creativity entirely to AI, content starts to look and feel the same.” His solution is balance, anchoring technology to human distinctiveness.
The result is travel storytelling that moves people not through templates, but through truth, curiosity, and shared humanity.
Loyalty Beyond Discounts
Loyalty in Saudi Arabia is being redefined. It’s no longer measured in points or perks; but in emotional connection.
“Younger customers see loyalty less as a membership and more as a relationship,” says Julian Morbidelli. For this generation, it’s immediacy, authenticity, and shared values that matter most.
Rather than resisting customers who maximise discounts, Morbidelli views it as a sign of engagement—proof that the proposition works.
The real challenge lies in designing sustainable loyalty ecosystems that reward meaningful behaviour while driving business outcomes.
His success with Cenomi Plus, where social influence sparked 1.6 million app downloads in three months, underscores the power of psychology and community. His message to future leaders: “Get obsessed with the customer. Build range—blend analytics with storytelling, data with empathy.”
Loyalty, in essence, is an emotional bond, not a transactional exchange.
Conclusion: The Human Pulse Behind Every Brand
Across sectors, from sports to travel, hospitality to retail, the Saudi consumer is evolving into an emotionally driven participant, not a passive recipient.
Technology may amplify engagement, but emotion sustains it. Whether through belonging, generosity, storytelling, or empathy, one truth unites every brand voice: Authenticity is the currency of modern loyalty.
Hear from Adeel Ahmed, Senior Director, Brand, Team Saudi; Bandar Adnan Abdulmajeed, Chief Brand & Marketing Officer, Amsa Hospitality; John Speers, Joint Managing Director, MSQ Middle East; and Julian Morbidelli, Loyalty Director, Cenomi Centers, at the Vibe Marketing Tech Fest (VMF) Riyadh.
