In the world of luxury travel, delivering an exceptional guest experience is an art, and at the heart of that experience often lies a skilled and visionary General Manager. Few understand this better than Hassen Jouhri, General Manager of Tui Blue, Medina Gardens a seasoned leader in the hospitality industry with a passion for curating unforgettable stays. As the General Manager of the TUI Blue Medina Gardens in Marrakech, Jouhri plays a pivotal role in shaping not only the day-to-day operations of the hotel but also in ensuring that every guest’s expectations are not just met, but exceeded. Guiding this conversation is Alexander Chetchikov, President of the World Luxury Chamber of Commerce, a global authority in luxury excellence. With over 16 years of experience recognizing and promoting the world’s finest luxury brands through the renowned Luxury Lifestyle Awards, Chetchikov brings a deep understanding of the luxury landscape and its ever-evolving dynamics.

In this interview, we’ll dive into his approach to luxury travel, the integral role of General Managers in creating memorable experiences, and how the evolving landscape of tourism continues to inspire and challenge the industry.

Alexander Chetchikov: Tell us about your journey into the world of hospitality, and what inspired you to pursue a career within the luxury travel industry?

Hassen Jouhri: I am truly passionate about hospitality, which is why I chose to pursue a Postgraduate Diploma in Hotel and Tourism Management. I was drawn to the industry because I love creating memorable experiences for guests and helping them feel at home, no matter where they come from. Over the years, I’ve had the opportunity to work in various roles within large hospitality groups, gaining more than 25 years of experience in different leadership positions. Each role allowed me to grow my skills, understand the industry deeply, and, above all, to keep my passion for luxury travel alive. This journey has been incredibly rewarding, and my motivation to create exceptional experiences for guests has only grown stronger.

AC: What characteristics should a General Manager possess, and how has the definition of the role changed over the years?

HJ: A good General Manager is someone who is very hands-on, actively engaged with both staff and guests. He should be approachable, always supporting their team closely and listening to guests’ needs. Having a strong sense of practicality and attention to detail is essential – noticing the little things that can make a big difference in guest satisfaction. Over the years, the role has evolved from just managing operations to becoming a true leader and mentor. Today’s GM is expected to be more present on the field, understanding and anticipating guests’ expectations on a deeper level, and fostering a positive, motivated environment for the staff. This balance of leadership and close connection with the team and guests has become more important than ever.

AC: How has the demands of travelers changed over the years, and how do you adapt within such a competitive market?

HJ: Travelers’ demands have changed a lot in recent years, especially with the growth of social media. Now, before booking a hotel, guests can easily find extensive information about the property, see reviews on the quality of services, and compare it with competitors. This means that to stay competitive, it’s essential to focus on delivering excellent service and consistently high standards and anticipate the guests needs. Maintaining a strong image also means paying close attention to guest feedback and responding thoughtfully to reviews. In such a competitive market, aiming for excellence in every detail and actively engaging with guests online are key to staying relevant and trusted. The last but not the least, is to be creative.

AC: What are the biggest challengers that you face as a General Manager, and how have you navigated these at Tui Blue Medina Gardens?

HJ: One of the biggest challenges I faced as General Manager at TUI Blue Medina Gardens was overseeing the complete renovation of the hotel, which lasted six months. It was essential to ensure that all work was completed to meet the high standards our guests expectations, and the biggest challenge was to open exactly on the originally planned date. After the renovation, my focus shifted to recruiting, training, and motivating a team dedicated to meeting guest needs and creating an excellent experience. Our goal has always been not only to satisfy our guests but also to build loyalty, and I’m proud to say we’ve achieved a very high rate of returning guests. Another ongoing challenge has been maintaining these quality standards over time and continuously working to improve our services. This commitment helps us stand out in a competitive market and ensures our guests receive the best possible experience on every visit.

AC: How does the Tui Blue Medina Gardens set itself apart from its competitors?

HJ: TUI Blue Medina Gardens stands out from its competitors in several ways. First, our hotel is perfectly located in the heart of Marrakech, just five minutes away from all the main attractions of the Red City. Even though we are in the city center, we have a calm and lush garden where our guests can relax and enjoy peace and serenity. From the garden, guests have an amazing view of the Koutoubia Mosque, which is an 11th-century landmark.

Inside the hotel, we also have a historic monument from the 19th century, giving our hotel a unique and special charm. Additionally, we offer a unique concept developed by our head office that combines excellent quality service with a qualified and attentive staff. Our team listens to our guests and responds to every request quickly. Each member of our staff acts as an ambassador for the hotel, ensuring that every guest has a wonderful experience.

These features – our central location, beautiful garden, historic elements, and exceptional service – help TUI Blue Medina Gardens stand out and provide our guests with a memorable and unique stay.

AC: Tiu Blue Medina Gardens offers an adult-only experience. What unique services and experiences do you offer to tailor-make vacations for this sector?

HJ: TUI Blue Medina Gardens is designed as an Adult-only hotel, catering specifically to adults – whether couples, families, or friends – who want a peaceful and rejuvenating experience, free from the noise and interruptions that can come with a family-focused resort. This adult-only focus allows us to provide a truly high-quality, tailored service.

Our rooms are all doubles, spacious, and thoughtfully designed to enhance comfort and relaxation. We also place great emphasis on our dining experiences, offering a range of restaurant options to suit every taste. Guests can enjoy a buffet restaurant with themed nights, a snack bar with a varied menu, and an à la carte restaurant “Culinarium” with a romantic ambiance and a menu inspired by top-rated gourmet cuisine. We also cater to diverse dietary preferences, including local, vegetarian, vegan, and gluten-free options. Although we offer an all-inclusive experience, our meal service is personalized and attentive, with guests served directly at their tables.

Guests can choose from five different bars, each offering a unique atmosphere and ‘low-key’ entertainment, making it easy to find the perfect spot to relax.

We’ve also invested heavily in technology, like our “Blue App”, which allows guests to stay informed about hotel activities and services, participate to Yoga classes, reserve tables, book spa appointments, share instant feedback, or request in-room services – all from the comfort of their sun lounger.

These thoughtful details make TUI Blue Medina Gardens a perfect place for adults looking to unwind, enjoy great dining, and have a memorable experience with personalized service.

AC: If you could help offer anyone looking to pursue a career within the luxury travel sector words of advice, what would they be?

HJ: My advice for anyone looking to pursue a career in the luxury travel sector would be, first and foremost, to have a true passion for hospitality. This industry requires dedication and a genuine love for creating exceptional experiences for guests. It’s also essential to have good judgment, actively listen to guests, and quickly provide the right solutions to any issues that arise.

Equally important is building a strong connection with your team – know how to motivate them and always lead by example. When your staff sees you setting high standards and showing respect to guests and colleagues alike, it inspires them to do the same. In luxury hospitality, it’s all about the details, so be ready to work hard, stay focused, and make a positive impact on both your guests and your team every day.

AC: What trends have you noticed within the luxury travel sector in 2024?

HJ: In 2024, I’ve noticed some key trends shaping the luxury travel sector. First, there’s a strong focus on personalized experiences – travelers want customized services that cater to their individual preferences, from dining options to tailored excursions. Sustainability is also a major trend; guests are increasingly seeking eco-friendly hotels and experiences that respect local cultures and reduce environmental impact. That’s why in Tui Blue Medina Gardens we are certified by « Travelife » as a sustainable hotel and we made sustainability one of our major objectives. We even use special equipment that measures the waste coming from our restaurant in order to be able to take actions to reduce our waste and our impact on our environment.

Another trend is the use of technology to enhance convenience. For example, apps that let guests book services, give feedback, or request in-room amenities are now highly valued. Wellness has also become a priority, with travelers looking for hotels that offer spa services, fitness options, and peaceful environments where they can relax and recharge.

These trends show that luxury travel in 2024 is all about personalization, sustainability, tech-enabled convenience, and wellness – giving guests a unique, meaningful, and enjoyable experience.

AC: How can all-inclusive luxury hotels, such as Tui Blue Medina Gardens still offer a individual, and exclusive experience for each traveler?

HJ: Very good question, because generally when we think All-inclusive, we think of a standard service where the customer serves himself, far from high quality standards. I have partly answered this question before, All-inclusive for luxury hotels like TUI Blue Medina Gardens can still provide a personalized and exclusive experience by focusing on individual guest needs and preferences. At our hotel, we offer a range of dining options with personalized table service, including themed nights, an à la carte restaurant, and menus that cater to specific dietary preferences like vegan, vegetarian, and gluten-free.

Each guest also has access to our Blue App, which allows them to reserve dining, spa treatments, and activities easily, giving them control over their experience. We’ve created different spaces throughout the hotel, each with its own ambiance – whether they want a lively bar, a quiet garden retreat, or low-key entertainment. This allows every guest to choose the atmosphere that suits them best.

And the most important, is to have a well trained staff that listen to the guests needs and do their best to offer a tailored service and memorable holidays to our guests.

By offering flexible choices and focusing on attentive service, we make sure each guest feels valued and enjoys a unique, customized experience, even within the all-inclusive format.

As we wrap up our conversation with Hassen Jouhri, it’s clear that the role of a General Manager extends far beyond the day-to-day operations of a hotel. It’s about creating an environment where every detail is carefully considered, and every guest feels like a VIP. Jouhri’s insights into the luxury travel sector highlight the delicate balance of leadership, innovation, and a genuine commitment to exceptional service. His passion for elevating the guest experience at the TUI Blue Medina Gardens is an inspiring reminder of the impact great management can have on the broader hospitality industry. Thank you, Hassen, for sharing your invaluable perspective and for shedding light on the critical role General Managers play in shaping the future of luxury travel.