INTRODUCTION. Welcome to a New Beginning in Hotel Management. alephhospitality.com

INTRODUCTION Welcome to a New Beginning in Hotel Management “Inspired by the enterprising and entrepreneurial spirit of the ancient Phoenicians, wide...
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INTRODUCTION Welcome to a New Beginning in Hotel Management “Inspired by the enterprising and entrepreneurial spirit of the ancient Phoenicians, widely credited with revolutionising the way the world communicates through the development of the ‘Aleph-bet’, or alphabet, Aleph Hospitality represents both the solid foundation of the hospitality industry as well as an exciting new approach for the future. “By establishing credible third-party hotel management solutions for the Middle East and Africa, our aim is to open doors that were previously closed, both for hotel owners that wish to benefit from the power of an internationally recognised hotel brand and for hotel companies looking to accelerate their expansion into new markets. “As I look ahead to 2016, as a year full of opportunity for the Middle East and African hotel industry, I look forward to Aleph Hospitality, hand in hand with our highly respected business partners, being at the forefront of its growth. To join this transformation, simply call our experienced team today – we look forward to shaping the future of the industry together.”

Bani Haddad Founder and Managing Director Aleph Hospitality

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Best Western Addis Ababa, Ethiopia

THIRD PARTY: THE BENEFITS “HVS concludes that third party management companies encourage expansion both for the franchisor and the owner” Hotel Analyst, Third Party Management Companies: Key Trends and Issues An established model in the U.S., where in 2014 the top ten third-party management companies alone accounted for more than 260,000 rooms1, third-party or ‘white label’ hotel management presents many benefits to both hotel companies and investors.

BENEFITS FOR HOTEL OWNERS 99 Often more flexible contract terms than direct management 99 Relieves investors from the day-to-day running of their asset 99 Access to the global distribution system of a brand coupled with the local expertise and personal service of a management company

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HotelManagement.net, 2015 Hotel Management Survey, March 2015

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BENEFITS FOR HOTEL COMPANIES 99 A commercially attractive alternative to the traditional asset or resource heavy owner-operator or direct management structure 99 Expand more rapidly into new territories 99 Facilitates a lower-risk, asset-light franchise model

WHY CHOOSE ALEPH HOSPITALITY A Full Service Hotel Management Company Aleph Hospitality can assist at any point from site selection, through construction and pre-opening, to the successful ongoing operation of your hotel. More details of the services available are outlined over the following pages.  

BENEFITS FOR HOTEL OWNERS

BENEFITS FOR HOTEL COMPANIES

99 Flexible terms – unlike many hotel management providers, Aleph Hospitality is equipped to operate smaller, budget and midscale hotels as well as larger upscale assets

99 Brand specialists – all Aleph Hospitality executive staff have held high profile roles within major hotel companies such as Wyndham Hotel Group, Hilton Worldwide or Starwood Hotels and Resorts

99 Impartial advice – Aleph Hospitality is able to provide independent and personalised advice regarding brand selection, performance and the negotiation of competitive franchise fees

99 Market experts – all executive staff possess an in-depth working knowledge of the Middle East and African hotel landscape

99 Proven ability – staffed by hotel industry experts, Aleph Hospitality has the international experience and local know-how to maximise success

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99 Collaborative partners – Aleph Hospitality is committed to working together with brands to deliver enhanced brand equity and performance

EXPERTISE AND SERVICES Property Development The success of a hotel asset can often depend heavily on putting the right brand, in the right place, at the right time. The experienced Aleph Hospitality team are equipped to assist with all aspects of site selection and property development, including: »» »» »» »» »»

Site identification and validation Concept development and adaptation to the regional market Brand owner preliminary approval and licence agreement Programme plan preparation Market analysis

Design and Construction Aleph Hospitality is able to provide guidance on the optimum design and construction of guest rooms and public areas according to a multitude of segments and star ratings. The team can also provide recommendations for the often-overlooked back of house space, in order to help optimise the subsequent operation of the hotel post-opening. Services, including FF&E procurement and the ongoing supervision of contractors, include: »» »» »» »» »»

Design reviews and approval Development budget management Investment cost optimisation Construction and furnishing supervision Pre-opening services

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EXPERTISE AND SERVICES Recruitment and Training At its core, hospitality is a people business. In order to recruit, develop and retain the best talent, maximising guest satisfaction and minimising labour turnover, Aleph Hospitality is able to deploy a range of resources and expertise including: »» »» »» »» »» »»

Development of an appropriate staffing matrix Recruitment of the highest calibre General Manager and HODs Induction plans and ongoing training Personal development and succession planning Employee recognition and reward schemes Employee satisfaction surveys

Operations The smooth and efficient running of a hotel impacts more than just the bottom line. Guest safety and satisfaction as well as compliance with local authority regulations are just a few of the many components affected. Experienced in all aspects of hotel operations, the Aleph Hospitality team continually strive to deliver optimum gross operating profit as well as maximum stakeholder satisfaction. Services include: »» »» »» »» »» »»

Operational strategy and procedures Functional day-to-day operations in the best interest of the Owner Safety and quality audits Guest satisfaction monitoring Optimal financial performance Timely reporting (statutory, brand owner and investor)

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EXPERTISE AND SERVICES Sales and Marketing With the ongoing proliferation of technology, a growing sharing economy and an increasingly mobile and information-rich consumer, the marketplace for guest accommodation is becoming ever more competitive and fragmented. With this in mind, Aleph Hospitality is focused on delivering the most heads in beds at the optimal rate, reducing cost of sale and third party commissions and ultimately increasing Gross Operating Profit. Sales and marketing services from Aleph Hospitality include: »» »» »» »» »»

A sales and marketing plan bespoke to each hotel Revenue management and yield optimisation auditing and support Online distribution audits and customer segmentation Full channel mix marketing Sales training and support

Brand Compliance Aleph Hospitality passionately believes in the power of a brand. Whether to provide peace of mind to international travellers going to a new destination, rich loyalty benefits to frequent guests, or simply an aspirational experience, brands have consistently been shown to impact purchase decisions. Working with international brands also opens the door to global distribution systems, sales forces and procurement savings, with branded hotels often commanding a higher ADR than independent competitors. However, in order to benefit from the power of branding, hotels must deliver on the brand promise – something Aleph Hospitality supports every step of the way.

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ABOUT ALEPH HOSPITALITY A Dynamic New Company - with a 3,000-Year History Founded in 2015 by hospitality industry expert Bani Haddad, Aleph Hospitality is a dynamic, forward-thinking hotel management company with innovation at its core. However, behind this modern approach the company also draws on 3,000 years of history. Inspired by the enterprising and entrepreneurial spirit of the ancient Phoenicians, widely credited with revolutionising the way the world communicates through the development of the ‘Aleph-bet’, or alphabet, Aleph Hospitality represents both the solid foundation of the hospitality industry as well as an exciting new approach for the future. With a passionate, approachable and experienced team and offices in both Dubai and Addis Ababa, Aleph Hospitality is your perfect partner for growth.

Experienced Executive Leadership

BANI HADDAD Founder and Managing Director

A visionary leader, decorated speaker and widely respected hospitality industry veteran, Bani Haddad has first-hand experience of virtually every aspect of hotel management. From site selection, fundraising and construction at Hospitality Management Services, to pre and post-opening operations with Starwood and Disneyland Resort Paris, to strategic growth and development as Regional Vice President Middle East & Africa, Wyndham Hotel Group, Haddad has over 20 years’ experience in launching, developing and successfully managing international hotel brands. During his career, Haddad has orchestrated brand launches in countries including Ethiopia, Kenya, Tanzania, Saudi Arabia, Qatar and Bahrain and has received an MBA from IMHI, a joint programme established by Cornell University’s School of Hotel Administration and ESSEC.

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alephhospitality.com