Can a Party-Driven Brand Thrive in Saudi Arabia? Nammos Thinks So

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, premium bottle service, and a glamorous beach club atmosphere — 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, where partying is central to the brand identity. That makes its launch in Saudi Arab