Louvre Hotels Group, with a presence in more than 18 countries and 60 locations including the GCC, Levant, North Africa, and each of the MENA markets, has established a firm footing in the region under its president, Amine Moukarzel.
With more than 55 hotels classified in the mid-scale segment, and a total of 9,453 rooms operational, Moukarzel identified the region’s growing need for mid-scale branded hotels early on and positioned Louvre Hotels Group to deliver budget-friendly, bottom-line focused hotels, profitable for its investor partners. As a result, the group has been able to grow its turnover by more than 300% in less than 10 years.
His leadership has overseen the overhaul of the core four-star brand, Golden Tulip Hotels, repositioning it to cater to the tech-savvy millennial traveller, with 10 properties in the pipeline. The group’s economy lifestyle brand, Campanile, is currently under design development in Kuwait and Oman, with another 20 properties planned for the region by 2022. Moukarzel has also championed digital initiatives, unifying the social media platforms of the group’s properties in the MENA region.
During the past 12 months, Moukarzel’s development efforts have led Louvre to penetrate new markets such as Georgia and Kyrgyzstan, with deals signed for 2018 including Golden Tulip Design Tbilisi, Georgia, marking the brand’s first entry into Tbilisi; Golden Tulip Muscat, which will relaunch the brand in the region; Tulip Inn Modon Jeddah, the first entry into this city; and Tulip Inn Algiers Airport, Algeria. Deals inked for 2019, meanwhile, include Kyriad Salalah, Oman; Kyriad Algiers, Algeria; and Campanile Mangaf, Kuwait, while Campanile Resort Oman is scheduled for 2020.
With four decades of experience, Moukarzel is leading the group’s push to reach its goal of 15,000 rooms in operation by 2020. He remains passionate about developing and nurturing local young industry talent.
“Young GCC communities, in particular, have never been this excited about our industry, and we want to play a big role in their evolution, collaborating with ministries, technical institutes, and universities, to guide, support, and enhance the workforce locally,” he says.
While continuing to drive expansion, ensuring that the group’s six brands are represented in the region, Moukarzel is spearheading the digital migration of the group’s marketing initiatives, including the launch of a new Louvre Hotels Group MENA mobile app, the implementation of a centralised revenue management structure for the group, as well as technology systems to maximise returns for owners and intensify focus on EBITDA growth.
“We are a bottom-line focused operator through and through,” Moukarzel asserts.