After 11 years in London, Samantha Van Exter has embarked on a new chapter as General Manager of Six Senses Southern Dunes, The Red Sea. In this exclusive interview with Hotel Magazineama, she discusses the appeal of Saudi Arabia’s emerging tourism landscape, the importance of wellness and sustainability, and her ambitions to develop local talent while delivering meaningful guest experiences rooted in the destination’s culture and natural surroundings.
What attracted you to Six Senses Southern Dunes, and why was it the right next step in your career?
After 11 years in London, I was ready for a new chapter. Six Senses appealed to me because its philosophy reflects my own values: meaningful connections, wellness, living in harmony with nature, and genuine care for people and the planet. Saudi Arabia’s Vision 2030 ambition to develop world-class tourism while celebrating its heritage and empowering its people strongly resonates with me. On a personal level, I love both the desert and the sea. Driving through the dunes to work, stopping to let camels cross the road, and sleeping just minutes from the Red Sea make this experience truly special. It reminds me, every day of the extraordinary destination we have the privilege of sharing with the world.
What excites you about the Red Sea, and how does it differ from an established city hotel?
Saudi Arabia is writing an exciting chapter in global tourism, and The Red Sea is at the heart of that story. We have an opportunity to introduce the world to the Kingdom’s extraordinary landscapes, rich cultural heritage, and renowned hospitality. At Six Senses Southern Dunes, the desert is central to the experience, offering tranquility, connection with nature and opportunities to discover local traditions and stories. By working with local communities and developing Saudi talent, we can create authentic experiences that celebrate the destination and contribute to Vision 2030.
How are you approaching wellness, sustainability and personalised guest experiences?
At Six Senses, these pillars are interconnected. Wellness extends beyond the spa to sleep, nutrition, movement, and reconnecting with nature. Our desert setting offers guests an opportunity to slow down, find balance, and reconnect with themselves and their surroundings. Living in harmony with nature means caring for this remarkable environment, making thoughtful choices and supporting the communities around us. Our hosts bring the Six Senses philosophy to life through genuine care and intuitive service. Saudi culture is equally central, from the warmth of Saudi coffee and the generosity of a shared table to local flavours, traditions and desert experiences. We want every guest to leave feeling restored, inspired and genuinely connected to the people and place they have discovered.
What leadership principles have you brought to this role?
I believe hospitality starts with people. My leadership style is grounded in leading by example, being visible and approachable, and empowering our hosts to deliver exceptional experiences. Developing Saudi talent is particularly important to me. Our colleagues are not only the heart of the resort; they are ambassadors for their culture and the destination. I want to create opportunities for them to grow, build rewarding careers and become future leaders in hospitality. Strong relationships with local communities are equally important. By listening, collaborating and celebrating local knowledge and traditions, we can create experiences that are authentic, meaningful and beneficial to the wider destination.
What are your priorities over the next 12–18 months, and what would success look like?
I feel very fortunate to have joined such a talented and dedicated team at Six Senses Southern Dunes and across the wider Six Senses portfolio. We already have a strong foundation, and my focus is on building on that success and elevating the experience to the next level. Having achieved Two Michelin Keys for the second consecutive year, we are proud of the recognition the resort has received. Our ambition is to continue raising the bar while staying true to the Six Senses philosophy through personalised hospitality, wellness, care for nature and a genuine connection to Saudi culture and the desert landscape. I also want to deepen our relationships with local communities, support Saudi talent and create even more meaningful experiences that celebrate the destination. Success means empowering our exceptional team to reach new heights, inspiring guests to return, strengthening commercial performance and making a positive contribution to the destination. Ultimately, it is about continually elevating Six Senses Southern Dunes while preserving what makes it so special.