In this pre-FHS World 2025 interview, Sultan Bader Al-Otaibi, CEO of Taiba Investments, reflects on how hospitality has evolved from service delivery to experience creation, driven by purpose, culture, and innovation. Inspired by Saudi Vision 2030, Taiba’s Forward Hospitality model blends technology, sustainability, and authentic Saudi warmth to create meaningful, human-centered experiences. Looking ahead, he sees the industry shaped by sustainability, innovation, and connection, with the challenge of ensuring technology enhances, rather than replaces, humanity. At FHS World 2025, Al-Otaibi aims to highlight Taiba’s transformative projects—Rixos Obhur Jeddah, Makarem Burj Al Madinah, and Crowne Plaza Al Takassousi—which embody the renewed spirit and authenticity of Saudi hospitality.