5 QUESTIONS WITH...

generations. The Middle Eastern lifestyle can be fast paced, competitive and consumer oriented, yet we are deeply rooted in tradition and preserving strong family values. The median age of the Arab population is amongst the youngest in the world. All the above are opportunities that come with great responsibilities. I would illustrate the differences by citing two respected professions: The Arab world could be the civil engineer while Europe may be the fine mechanic. My family and I feel privileged to be in the Middle East and to enjoy so much what we do.

You are running the operations for the whole of the Levant. What are your plans for the existing outlets?

We are operating 13 hotels and resorts as part of the IHG family of brands. Each is different in its own market, for its own purpose, serviced by passionate and highly skilled team members. For our guests to love us, we need to deliver personalized services and create memorable experiences every day, with everyone and every time. We innovate and create new branded gastronomic experiences by working closely with world renowned chefs as our culinary ambassadors. In view of the volatile business environment our focus for the year 2015 was to preserve the strength and value of our existing outlets rather than that of expansion or transformation.

What are your expectations for the area?

My expectations for Jordan are positive. We do not predict trading to decline further; the biannual defense exhibition Sofex in May and the FIFA under 17 Worldcup in September are two highlights for Amman and Jordan. We will have limited new entries to Amman this year, giving the industry a chance to consolidate. New developments in Aqaba and the Dead Sea will attract new visitors, and the shifting of consumer preference from the Egyptian Red Sea resorts may create short term leisure opportunities. In the not-so-distant future, I expect Jordan to be the hub in supporting the rebuilding of Syria and Iraq, enabling the hospitality industry of Amman to further expand and prosper. For Lebanon, the international branded hospitality industry is largely concentrated to Beirut. The Lebanese capital witnessed a significant room night growth in the first half of 2015 but regrettably this contracted in the second part. The diversity and special charm of Lebanon is renowned the world over. Inter-regional travel preferences change constantly and, depending on the right political signals, Lebanon has the commercial and touristic potential to regain its former strength overnight. I remain optimistic for our future and look forward to actively being a part of it.