Meet The Expertise Of Upscale Business
Riad Abi Haidar
Senior Hospitality Advisor
With over 23 years of international experience, Riad Abi Haidar is a recognized leader in luxury hotel development, operations, and investment strategy across Europe, the Middle East, and key resort markets.
He currently serves as CEO of the Hospitality Division at One United Properties, where he leads the expansion of high-end developments, strategic brand partnerships, and asset value optimization.
Riad has successfully delivered, repositioned, and enhanced the performance of more than 15 luxury hotel assets in collaboration with global brands such as Hilton and Ennismore.
Previously, he served as Executive Director of Hospitality at Power International Holding, leading large-scale hospitality investments and portfolio expansion.
He is known for combining operational excellence with strong investment discipline, advising on high-impact strategies and long-term value creation.
Selim Khemiri
Market Expansion Strategic Advisor
A Strategical Advisor, bringing over a decade of international experience across law, business development, and diplomacy.
He specializes in cross-border strategy, deal structuring, governance, and market entry across Europe and international markets With a strong academic foundation in International & European Business Law and Rule of Law, Selim has advised clients, boards, and institutions on regulatory,frameworks,investment,strategie, and expansion into new markets.
His background also includes diplomatic and geopolitical experience with the Embassy of the League of Arab States in Paris, offering a unique perspective on navigating complex, multi-jurisdictional environments.
Walid Assaad
F&B & QSR Strategy Advisor
25 year executive leader across McDonald’s GCC, Subway MENAP, and as CMO of a 16 brand cloud kitchen in Riyadh. Proven architect of digital growth engines, aggregator partnerships, and franchise alignment across 13 countries.
Drives P&L performance, brand portfolio strategy, and market expansion for boards seeking hands on commercial transformation in the Gulf and beyond. Bridges capital with high performing F&B concepts, aligning investors with scalable opportunities across the right markets.
Works in synergy with Upscale to structure, position, and expand brands through data driven strategies and market fit execution.
Cem Ayten
Guest Lecturer Contributer
Cem Ayten is a guest contributor with over 10 years of experience in international hospitality finance across Europe and the Middle East.
He specializes in finance leadership, large-scale transformation, and the digital evolution of finance within complex, multi-country organizations. Currently, he leads finance for Hilton’s Center of Excellence in Türkiye, overseeing managed properties nationwide. He has also led a USD 30M SAPS/ S/4HANA transformation program across
the Middle East and held senior regional finance roles within European hospitality groups, working closely with owners, operators, and boards.
Cem contributes through guest lectures and sessions focused on hospitality finance, transformation, and the future of digital finance.
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