Amer Ammar Appointed Director of Commercial Strategy & Development at Jannah Hotels and Resorts

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September 3, 2026 3:57 PM

Amer Ammar has been appointed as Director of Commercial Strategy & Development at Jannah Hotels and Resorts, strengthening the group’s executive leadership in Abu Dhabi, United Arab Emirates. The appointment brings more than 25 years of hospitality experience across the UAE and the wider Middle East to a role focused on commercial performance, revenue strategy and the group’s future expansion.

In his new position, Ammar will lead the group’s commercial strategy, with responsibility for driving results across existing hotels while supporting Jannah’s expansion and future development ambitions across the GCC. His experience across multi-property operations and new hotel openings is expected to provide a broad commercial and operational foundation for the role.

Amer Ammar Brings More Than 25 Years of Experience

Ammar has built more than 25 years of hospitality experience across the UAE and wider Middle East.

His career has included senior leadership positions within multi-property environments and new opening hotel operations. This combination has provided exposure to both established hotel performance and the commercial requirements associated with launching new properties.

Across his career, operational leadership has been combined with direct responsibility for several key commercial functions. Revenue strategy, sales, pricing and distribution have formed important parts of his professional experience.

The breadth of these responsibilities has contributed to a comprehensive understanding of the factors influencing hotel profitability and long-term value.

Commercial and Operational Expertise Combined

Ammar’s professional background extends beyond traditional hotel operations. Commercial decision-making has been incorporated into his leadership responsibilities, with revenue strategy and pricing being managed alongside sales and distribution.

These functions are closely connected to hotel profitability. Revenue strategy determines how inventory and pricing opportunities are managed, while sales and distribution influence how hotel products reach different markets and customer segments.

His experience across these areas provides an integrated understanding of hotel commercial performance. This expertise is expected to be applied to Jannah Hotels and Resorts as the group seeks to strengthen results across its existing portfolio.

New Role to Drive Group Commercial Strategy

As Director of Commercial Strategy & Development, Ammar will lead the group’s commercial strategy.

The role will involve driving results across Jannah’s existing hotels while also contributing to the company’s broader development ambitions. Commercial performance will therefore be connected with the group’s future expansion plans.

A particular focus will be placed on supporting Jannah’s growth across the GCC. The region represents an important area for hotel development, and Ammar’s experience across the UAE and wider Middle East provides relevant regional knowledge for the position.

His responsibilities will consequently cover both immediate commercial performance and longer-term strategic development.

Experience in Multi-Property Hotel Environments

Ammar’s senior leadership experience has been developed within multi-property hotel environments.

Managing commercial strategy across multiple properties requires a broader perspective than managing the performance of a single hotel. Differences in market positioning, demand patterns, pricing, distribution and operational requirements need to be considered across individual properties while maintaining alignment with group-wide objectives.

His previous exposure to such environments provides a foundation for coordinating commercial priorities across Jannah’s existing hotels.

The experience gained through multi-property operations is also relevant to expansion, where new hotels must be integrated into a wider commercial strategy.

New Hotel Openings Add Development Experience

Ammar has also worked within new opening hotel environments, giving him experience in the commercial and operational considerations associated with bringing new properties into the market.

Hotel openings require planning across multiple functions, including sales, pricing, distribution and operational readiness. Commercial positioning needs to be established while the property is being prepared to welcome guests and compete within its market.

This background is expected to complement his new responsibilities at Jannah as the group advances its future development ambitions across the GCC.

Focus on Revenue, Sales, Pricing and Distribution

Revenue strategy, sales, pricing and distribution have been significant areas of Ammar’s career.

Together, these functions influence how hotel rooms and services are positioned, priced and distributed across different markets and channels. Effective coordination can support occupancy, revenue generation and longer-term property value.

Ammar’s experience across these areas provides a commercial perspective that extends across the hotel revenue cycle. His new role will place this expertise at the centre of Jannah’s group-level commercial strategy.

The approach is expected to support performance at existing properties while creating a commercial framework capable of supporting future growth.

Jannah Targets Continued GCC Development

The appointment comes as Jannah Hotels and Resorts advances its expansion and future development ambitions across the GCC.

With Ammar leading commercial strategy and development, commercial performance will be positioned alongside the group’s growth plans. Existing hotels will remain a focus while new development opportunities are pursued.

The GCC continues to represent an important hospitality market, with established destinations and expanding tourism infrastructure creating opportunities for hotel operators.

Ammar’s regional experience is therefore expected to support Jannah as the group evaluates and advances its future development strategy.

Jannah Hotels and Resorts Has UAE Roots

Jannah Hotels and Resorts was born and raised in the Liwa Desert of the United Arab Emirates.

The group was founded on the spirit of Noble Bedouin Hospitality and developed around infrastructure described as innovative, creative and dynamic. Jannah Hotels & Resorts has subsequently developed as a hotel management company offering proprietary technology and hotel management programmes.

The company’s identity is closely connected with the United Arab Emirates, while its development ambitions extend across the GCC.

The appointment of Ammar adds senior commercial expertise to the organisation as it continues to develop its hotel management and expansion strategy.

Executive Leadership Strengthened

The appointment of Amer Ammar represents an addition to Jannah Hotels and Resorts’ executive leadership structure.

His more than 25 years of hospitality experience across the UAE and wider Middle East provide expertise across both operational and commercial functions. Multi-property leadership and new opening experience are complemented by direct responsibility for revenue strategy, sales, pricing and distribution.

This combination allows commercial performance to be considered alongside operational requirements and longer-term development.

For Jannah, the appointment is expected to support stronger commercial performance across its existing portfolio while contributing to the group’s expansion plans.

A Commercial Strategy Focused on Long-Term Value

Ammar’s new position places long-term hotel value and commercial performance at the centre of his responsibilities.

The experience accumulated across multi-property operations, new hotel openings and key commercial functions provides a broad foundation for the role. Revenue strategy, sales, pricing and distribution will remain important components of the approach.

As Jannah Hotels and Resorts continues to pursue development opportunities across the GCC, the integration of commercial strategy with expansion planning will be increasingly important.

The appointment therefore strengthens Jannah’s leadership capabilities at a time when the group is focused on both existing hotel performance and future growth.

Jannah Enters a New Commercial Leadership Phase

The appointment of Amer Ammar as Director of Commercial Strategy & Development establishes a new phase of commercial leadership for Jannah Hotels and Resorts.

With more than 25 years of experience across the UAE and wider Middle East, Ammar brings knowledge spanning hotel operations, revenue strategy, sales, pricing, distribution, multi-property management and new openings.

His new responsibilities will focus on improving results across Jannah’s existing hotels while supporting expansion and future development ambitions across the GCC.

As Jannah continues to build on its UAE heritage and develop its hotel management platform, Ammar’s combined commercial and operational experience is expected to play an important role in shaping the group’s profitability, long-term value and future growth.