Hospitality Integrator October 23, 2024- In an exclusive interview with Bani Haddad, Founder and Managing Director of Aleph Hospitality, we explore the visionary journey of a leader who has transformed the hospitality landscape in the Middle East and Africa. Bani discusses his motivation to establish Aleph Hospitality, highlighting the importance of creating an extraordinary experience that goes beyond the “home away from home” concept. Bani also shares insights on his lasting legacy he hopes to leave—a legacy that redefines both the guest experience and the work-life philosophy within the hospitality industry.
You have had a remarkable journey, transitioning from working with top international brands to founding Aleph Hospitality. What inspired you to start something of your own?
The primary motivation for me was the desire to create and build something impactful, as well as to establish an organization. That has always been the core of my ambition behind starting Aleph Hospitality. While some individuals aspire to build a successful career within organizations, and others may aim to work with NGOs or charitable institutions, my deep motivation has always been to create an organization. With my extensive experience working with various hotel groups, the idea of having my own hotel management company gradually took shape.
As a top hotelier and visionary leader, how do you foster innovation within your company?
There are two key elements I focus on. Firstly, it’s crucial to allow people to do what they are best at. I aim to recruit individuals who possess more expertise than I do in their specific fields. Once that is achieved, it’s essential to give them the freedom and empowerment to carry out their roles. Without this, creativity is stifled. However, that alone is not enough. You must set clear goals, a vision, and a direction for people to push their limits and unlock their creativity. For me, creating a relaxed and comfortable work environment is essential. I want everyone to feel excited about coming to work, not burdened by it. This positive / THE MAIN COURSE / September 2024 31Hospitality Integrator www.integratormedia.com culture at Aleph Hospitality directly influences how people think and perform, enabling them to come up with new ideas and deliver great results.
Secondly, at Aleph Hospitality, we established the Aleph Innovation Lab, where we invite startups to collaborate with us. The lab serves multiple purposes: it provides opportunities for others, while also inspiring myself and the team. Having young people working on fresh ideas energizes us and pushes the team beyond their routine tasks.
Regarding the name “Aleph Hospitality,” which is the first letter of the Arabic alphabet, what inspired you to choose this name for your company?
We were the first to introduce third-party or independent hotel management in the region in a professional, structured way, marking a turning point in how the industry operates here. Aleph, as you’ve rightly noted, is the first letter of the Arabic alphabet. But going back 4000 years, Aleph was actually the first letter invented by the Phoenician people, which later evolved into the Greek and Roman alphabets, and eventually, the Arabic alphabet. Aleph became alpha, and alpha became A. This development essentially revolutionized communication for all of us. So, I thought it fitting to choose a name that symbolizes a significant shift—just as Aleph changed communication, we’re changing the way the hotel industry functions in this part of the world.
We’re not pretending to reinvent the wheel here at Aleph; it’s a proven concept that has worked in the US and Europe for years, but it was new to the Middle East and Africa when we introduced it.
Aleph Hospitality introduced the independent hotel management model in the Middle East and Africa. How this has revolutionized the hospitality industry?
Traditionally, when large hotel groups like Intercontinental, Hilton, and Sheraton came to the region 35-40 years ago, they managed the hotels themselves, which worked fine. But when we started in 2015, we took a different approach. We proposed that instead of these brands managing the hotels directly, they could grant us the franchise rights, similar to how it’s done in the US and Europe, and we would handle the day-to-day operations. It took a few years to convince the brands that we had the right infrastructure and capability in the region to uphold their standards. At the same time, we had to build trust with hotel investors and owners, so they felt confident entrusting their assets to us. As this model gained traction, we did a lot of educational work through conferences, press articles, and presentations to promote it. Now, it’s not just us using this model—large American and European hotel groups have followed suit. Some brands, which used to manage around 80-90% of their properties directly, now have about 60% franchised and only 40% managed by themselves. Hotel owners, too, have become much more open to this, often preferring third-party management over brand-managed operations.
How does Aleph Hospitality define luxury, and in your view, what constitutes true luxury in hospitality?
Aleph Hospitality has recently ventured into the luxury segment. We have opened one property in Dubai and are in the process of acquiring two luxury properties in Morocco. This marks the beginning of a new division at Aleph Hospitality, one specifically tailored to the luxury market. Managing luxury hotels is fundamentally different from operating a 4-star or even a standard 5-star hotel, as it requires an entirely distinct approach. This approach begins with recruiting the right individuals and implementing suitable training programs. However, the key focus is on how we cater to the needs of our guests, not only upon their arrival at the hotel but also well in advance. This process starts with the design of the hotel, the facilities we provide, and the carefully crafted programs designed specifically for our guests.
Even at the booking stage, we aim to create an atmosphere that makes guests feel special, whether they are contacting the hotel or visiting our website. The luxury experience should begin before the guests set foot in the hotel. From there, we maintain communication with the guests, ensuring they feel valued and that we have taken their preferences and anticipations into account. By the time they arrive, our goal is not just to meet, but to exceed, their expectations. For us, luxury involves a unique mindset, and we are developing a dedicated division to manage this segment. While it is still in its early stages, this is the path we are pursuing.
With a pipeline of 50 hotels by 2027, what are the major factors driving you toward that ambitious goal?
It primarily comes down to the evolving market and changing demands. As I mentioned, hotel owners are now more exposed to different management models. They’re realizing, “My asset can be managed differently, while still carrying the brand, and I can make more profit. I can have more involvement in the day-to-day operations and enjoy greater flexibility.” There’s nothing more reassuring for someone who has invested millions, sometimes hundreds of millions, in a hotel than being able to directly reach a decision-maker managing their assets. We don’t have multiple layers—owners can contact me, my business partner, or our CEO, and immediate decisions can be made.
The first key driver for our growth is the heightened awareness within the hotel investment community. Owners now better understand the benefits of this model. The second driver is the international hotel brands themselves. They are much more comfortable franchising their brands in the region, just as they do in the US and Europe. They / THE MAIN COURSE / September 2024 33Hospitality Integrator www.integratormedia.com ALEPH HOSPITALITY are even sending opportunities our way, saying, “We have someone interested in the brand. Why don’t you manage it? We’ll just provide the franchise.” And lastly, it’s our people. We have great people driving this growth.
What legacy do you hope to leave for Aleph Hospitality?
Well, I hope we continue to build an organization where people don’t feel like they’re just waking up and going to work. There are a couple of concepts I really dislike. One is the “home away from home” concept in hotels. No matter how luxurious or comfortable the hotel is, when people go to a hotel, they’re looking for a different experience—not to feel like they’re at home. I don’t want anyone telling me “welcome home” when I walk into a hotel. I’m here for something new, something unique, not to replicate home life.
Another concept I struggle with is the idea of “work-life balance.” I get the intention behind it, but why should work and life be two separate things that need balancing? Work is life, and life is balanced when you enjoy what you do. If we blur the lines between work and personal life, people will be much happier. It shouldn’t feel like an obligation to go to work—it should just be part of a fulfilling life. That’s the legacy I hope to leave at Aleph Hospitality, and I believe we’re already on the path to achieving it.
From a business perspective, I also want to make a significant impact on the profitability of hotel investors by giving them more control over their assets and bottom lines. That’s another major part of the legacy we aim to create.