Louna is a hospitality venture under Faz Holdings dedicated to creating spaces that inspire, delight, and honor Saudi heritage. Its vision is to design and operate boutique properties that combine local authenticity with global standards of service and design excellence which is a reflection of the Kingdom’s evolving identity as both a cultural heartland and a modern tourism destination.

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As Saudi Arabia accelerates its Vision 2030 agenda, tourism and hospitality are becoming key pillars of economic diversification. The Kingdom is investing billions into cultural preservation, destination development, and international tourism promotion, with an ambition to welcome one hundred million visitors annually by 2030. Within this transformation, Louna represents a new generation of hospitality, one that celebrates Saudi Arabia’s history, integrates its communities, and showcases its landscapes while meeting the expectations of the modern traveler.

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Karen Thomasine is advising Louna on its expansion and institutional development, supporting the company through its early-stage structuring, governance, and capital formation. This includes advising on funding strategy, brand positioning, leadership recruitment, and operational frameworks to ensure Louna scales sustainably while preserving its cultural integrity. Through this partnership, we are helping Louna translate its vision - hospitality rooted in heritage and designed for tomorrow — into a refined, investable, and globally resonant platform.

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Louna is built on the belief that hospitality is storytelling. Each property is envisioned as a living narrative where architecture, design, cuisine, and service reflect the soul of its surroundings. The brand’s purpose rests on four principles: authenticity, with architecture and interiors that honor Saudi traditions and craftsmanship; immersion, by curating guest experiences that connect travelers with local history and communities; sustainability, through ecologically sensitive design and operations; and empowerment, by providing opportunities for Saudi artisans, chefs, and hospitality professionals to thrive.

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The market opportunity for heritage-driven hospitality in Saudi Arabia is immense. The Kingdom’s tourism sector is one of the fastest-growing globally, attracting over twenty-seven million international visitors in 2023. Tourism already contributes 4.5 percent of GDP and is projected to reach 10 percent by 2030. Heritage and cultural tourism are major growth drivers, with UNESCO sites like Al-Hijr, Diriyah, and Jeddah’s Al-Balad serving as global landmarks. The luxury and boutique segment is also expanding, driven by travelers who value design, storytelling, and authenticity over standardized experiences. For domestic tourism, a young and affluent population increasingly seeks staycations and wellness retreats, creating a strong demand for locally inspired boutique destinations.

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Louna’s model is defined by six strategic pillars. Its authentic design and storytelling approach integrates Najdi, Hejazi, and Asiri architectural influences with contemporary aesthetics. Boutique luxury and personalized service emphasize intimacy and cultural connection through curated dining, wellness, and guided experiences. Sustainability and environmental responsibility guide every stage of development, from energy-efficient systems to LEED-aligned materials. Community integration and local impact ensure that every property creates economic and cultural value for its surroundings. Strategic locations from heritage centers like Diriyah and AlUla to coastal and desert destinations — position Louna within the Kingdom’s most iconic settings. Finally, operational excellence and brand identity ensure scalability, consistency, and a clear brand ethos across all properties.

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The timing for Louna’s emergence could not be better. Vision 2030 is driving large-scale investments in cultural and heritage tourism. Regulatory reforms are making travel to Saudi Arabia more accessible, while mega-events like Riyadh Season and Formula 1 attract global audiences. The restoration of historic districts such as Diriyah Gate and Al-Balad is creating natural anchors for boutique hospitality brands that balance heritage with modern luxury. Meanwhile, shifting traveler preferences particularly post-pandemic favor immersive, meaningful, and story-rich experiences over conventional resorts.

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Louna’s vision goes beyond accommodation. For guests, it offers intimate, inspiring experiences that create lasting memories. For local communities, it provides employment, entrepreneurship, and pride of representation. For the economy, it supports GDP diversification and long-term tourism spending. For Saudi Arabia’s global image, it elevates the Kingdom as a cultural and creative destination where heritage and innovation coexist.

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This initiative also serves a deeper national purpose. By cultivating a homegrown hospitality brand rooted in Saudi culture yet globally competitive, Louna embodies the values of Vision 2030 progress anchored in identity. It shows that modernization does not require abandoning tradition; rather, it can amplify it through design, experience, and storytelling. Louna represents a new chapter in Saudi hospitality. By crafting properties that celebrate local artistry while embracing world-class standards, it positions the Kingdom as a leader in boutique cultural tourism. This is more than building hotels; it is about curating experiences that endure, empowering communities, and presenting Saudi Arabia to the world through authenticity, beauty, and excellence.