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Kerten Hospitality Launches Initiative to Unify, Strengthen its 12+ Lifestyle Projects in Saudi Arabia

Kerten Hospitality, the renowned global hospitality operating company, announced on Monday the launch of its brand-new initiative named "The Collective by Kerten Hospitality".
Kerten Hospitality, the renowned global hospitality operating company, announced on Monday the launch of its brand-new initiative named "The Collective by Kerten Hospitality".
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Kerten Hospitality Launches Initiative to Unify, Strengthen its 12+ Lifestyle Projects in Saudi Arabia

Kerten Hospitality, the renowned global hospitality operating company, announced on Monday the launch of its brand-new initiative named "The Collective by Kerten Hospitality".
Kerten Hospitality, the renowned global hospitality operating company, announced on Monday the launch of its brand-new initiative named "The Collective by Kerten Hospitality".

Kerten Hospitality, the renowned global hospitality operating company, announced on Monday the launch of its brand-new initiative named "The Collective by Kerten Hospitality". This project aims to group together all of the Kerten Hospitality’s developments in Saudi Arabia under one umbrella.

The Collective represents a strategic move to cluster efforts and resources, leveraging a more robust overall brand presence to drive consumer trust and credibility while attracting the attention of potential investors.

The combined value of the projects within The Collective by Kerten Hospitality is projected to surpass 1.5 billion SAR in 2023, underscoring the remarkable investment and commitment towards developing a wide range of sustainable and distinctive tourism experiences in Saudi Arabia.

As the Kingdom aims to attract a growing number of tourists and investors, the accomplishments of The Collective will contribute significantly to the expansion of the tourism sector and further establish Saudi Arabia as a top destination featuring a thriving and eco-friendly tourism industry.

Aimed at expediting the activation of unique assets throughout the Kingdom, The Collective by Kerten Hospitality will provide individual investors with increased confidence to enter the burgeoning hospitality market.

In addition, The Collective is expected to stimulate short-term growth in lifestyle and sustainability projects and present unprecedented investment opportunities across the Kingdom while building synergies in line with the Ministry of Tourism’s development strategy, from Aseer to Yanbu and Jeddah to Riyadh, Hail and Jouf.

This cohesive platform will enhance visibility for each property and inspire travelers to explore the breadth of Kerten Hospitality's offerings within Saudi Arabia. This approach is also set to streamline the integration of new projects and foster collaboration among investors, ministries, and governmental bodies, sparking interest in further fund developments.

Marloes Knippenberg, the CEO of Kerten Hospitality, said: "The Collective by Kerten Hospitality is a testament to the progressive vision of the Saudi government and the Ministry of Tourism, as it allows us to drive forward such remarkable projects."

"Not only does it showcase the strength of Kerten Hospitality's diverse portfolio in Saudi Arabia, but it also presents a unique opportunity for investors, significantly enhancing the visibility of our projects while inspiring travelers and fostering a sense of community among our properties."

"As the hospitality landscape in Saudi Arabia continues to evolve, we believe that The Collective will drive growth, create synergies, and offer attractive investment prospects for forward-thinking investors seeking to capitalize on the dynamic potential of this thriving market. We are confident that this approach will position Kerten Hospitality and its partners at the forefront of Saudi Arabia's dynamic and increasingly competitive hospitality landscape."

The Collective aims to provide confidence for individual investors entering the industry, support the growth of more lifestyle projects in the Kingdom, and create a lasting impact on Saudi Arabia's hospitality landscape.

The Saudi Ministry of Tourism is actively fostering a supportive investment environment, particularly in the hospitality sector, to drive economic growth and enhance the nation's position as a premier global tourism destination.

Mahmoud Abdulhadi, Deputy Minister of Destination Enablement at the Ministry of Tourism said: "Our efforts to grow the tourism sector in the Kingdom have been strategically focused on promoting multiple cities and showcasing the diverse natural and cultural experiences they offer, while also emphasizing sustainability."

"We believe that by concentrating on lifestyle opportunities across various destinations, we can create a more vibrant and appealing tourism landscape that respects our environment and natural resources. This approach not only encourages visitors to explore different parts of Saudi Arabia but also fosters sustainable growth for the industry, ultimately benefiting local communities and businesses," he added.

"We remain committed to working closely with our partners, such as Kerten Hospitality, to bring innovative, exciting, and sustainable projects to fruition, further bolstering the Kingdom's position as a sought-after, responsible tourism destination."

Kerten Hospitality, a global hospitality company, specializes in creating, operating, and managing bespoke lifestyle projects across various sectors. With a commitment to innovation and sustainability, Kerten Hospitality's portfolio includes hotels, serviced apartments, serviced office spaces, and food and beverage projects. The company's mission is to create unique experiences that inspire travelers and redefine how people live, work, and explore the world.

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Trump Bails 'Big Progress' in Japan Tariff Talks

Japanese Prime Minister Shigeru Ishiba reacts as he speaks to reporters after a Japanese negotiator held ministerial talks at the White House regarding US tariffs, at the prime minister’s official residence in Tokyo, Japan, 17 April 2025. FRANCK ROBICHON/Pool via REUTERS
Japanese Prime Minister Shigeru Ishiba reacts as he speaks to reporters after a Japanese negotiator held ministerial talks at the White House regarding US tariffs, at the prime minister’s official residence in Tokyo, Japan, 17 April 2025. FRANCK ROBICHON/Pool via REUTERS
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Trump Bails 'Big Progress' in Japan Tariff Talks

Japanese Prime Minister Shigeru Ishiba reacts as he speaks to reporters after a Japanese negotiator held ministerial talks at the White House regarding US tariffs, at the prime minister’s official residence in Tokyo, Japan, 17 April 2025. FRANCK ROBICHON/Pool via REUTERS
Japanese Prime Minister Shigeru Ishiba reacts as he speaks to reporters after a Japanese negotiator held ministerial talks at the White House regarding US tariffs, at the prime minister’s official residence in Tokyo, Japan, 17 April 2025. FRANCK ROBICHON/Pool via REUTERS

President Donald Trump touted "big progress" in tariff talks with Japan on Wednesday, in one of the first rounds of face-to-face negotiations since his barrage of duties on global imports roiled markets and stoked recession fears.

Japan had not expected the president to get involved in Wednesday's talks, viewing them as a preliminary, fact-finding mission, a sign that Trump wants to keep tight control over negotiations with dozens of countries expected over coming days and weeks, Reuters said.

Tokyo had also been hoping to limit the scope of the talks to trade and investment matters. But announcing his involvement early Wednesday, Trump said thorny issues including the amount Japan pays towards hosting US troops were among discussion topics.

"A Great Honor to have just met with the Japanese Delegation on Trade. Big Progress!" Trump said in a social media message that contained no details of the discussions.

Opposite Trump was Ryosei Akazawa, a close confidant of Japanese Prime Minister Shigeru Ishiba who serves in the relatively junior cabinet position of economic revitalization minister.

Speaking to reporters after the talks, Akazawa gave few details but said the parties had agreed to hold a second meeting later this month and that Trump had said getting a deal with Japan was a "top priority".

Exchange rates, which the Trump administration has said Japan and others manipulate to get a trade advantage, were not part of the talks, Akazawa added.

The dollar strengthened against the yen after his remarks on forex, up around 0.5% on the day. Tokyo denies it manipulates its yen currency lower to get make its exports cheaper.

Akazawa held a 50-minute meeting with Trump at the White House before another session with his Treasury Secretary Scott Bessent, Commerce Secretary Howard Lutnick and Trade Representative Jamieson Greer that stretched to almost an hour and a half, according to Japanese readouts of the talks.

Japan's prime minister, who has previously said he won't rush to reach a deal and does not plan to make big concessions, sounded a more cautious tone speaking to reporters later in Tokyo.

"Of course, the negotiations will not be easy going forward, but President Trump has stated that he wants to give top priority to the talks with Japan," Ishiba said.

Italian Prime Minister Giorgia Meloni heads to the White House on Thursday to discuss tariffs imposed on the European Union with Trump, while Bessent has invited South Korea's finance minister to Washington for talks next week.

FIRST MOVER ADVANTAGE

Trump has long complained about the US trade deficit with Japan and other countries, saying US businesses have been "ripped off" by trade practices and intentional efforts by other countries to maintain weak currencies.

Japan has been hit with 24% levies on its exports to the United States although these rates have, like most of Trump's tariffs, been paused for 90 days. But a 10% universal rate remains in place as does a 25% duty for cars, a mainstay of Japan's export-reliant economy.

Bessent has said there is a "first mover advantage" given Washington has said more than 75 countries have requested talks since Trump announced sweeping duties on dozens of countries - both friend and foe - earlier this month.

Akazawa declined to comment on the matter, adding only that he strongly requested a revocation of the tariffs and that he believed Washington wanted to secure a deal in the 90-day window.

Washington is hoping to strike deals with countries that would cover tariffs, non-tariff barriers and exchange rates, Bessent has said, though Tokyo had lobbied to keep the latter separate.

Trump earlier this month lambasted Japan for what he said was a 700% tariff on rice, a figure Tokyo disputes. Levies on autos are particularly painful for Japan as they make up nearly a third of shipments to the US, its biggest export market.

Japan hopes that pledges to expand investment in the United States will help to convince the US that the allies can achieve a "win-win" situation without tariffs.

Possible Japanese investment in a multi-billion dollar gas project in Alaska could also feature in tariff negotiations, Bessent said before Wednesday's talks.

"It sounds like the Trump administration really does want a quick deal, which suggests it will be a less substantive deal," said Tobias Harris of Japan Foresight, a political risk advisory.

"My baseline is that if the US really starts making demands on agriculture and maybe also on some of the auto regulations, it becomes a lot more contentious and hard to do quickly."