Hospitality is more than an industry; it is an art that combines service, experience, and innovation to create memorable stays for guests. Akram Shaar, the General Manager of Crowne Plaza Jeddah, embodies this philosophy, having spent over two decades mastering the intricacies of hotel management. His journey has been one of continuous learning, adaptation, and leadership, shaping the success of prestigious hospitality brands across the globe.
At the helm of Crowne Plaza Jeddah, Shaar brings a wealth of expertise in strategic positioning, operational efficiency, and guest satisfaction. His approach aligns seamlessly with Saudi Vision 2030, focusing on sustainability, localization, and inclusivity. In this discussion, he shares insights into his professional trajectory, leadership philosophy, and the transformative initiatives that have set new industry benchmarks at Crowne Plaza Jeddah.
Passion for Hospitality and Career Journey
From the very beginning, hospitality has been a passion for Shaar. The industry’s dynamic nature, its ability to create unforgettable guest experiences, and its continuous evolution drew him in. “My journey began in 1997 with IHG Hotels & Resorts as Director of Sales and Marketing. Over the years, I have worked with prestigious brands such as Green Hotels, Raffles, Hilton, and Mövenpick, gaining invaluable experience in sales, operations, and hotel management.”
Each phase of his career served as a stepping stone toward his current role as General Manager. His tenure in leadership positions across various hotels enabled him to refine his expertise in positioning properties competitively, optimizing operations, and enhancing guest experiences. Now leading Crowne Plaza Jeddah, his focus remains on strategic growth, guest-centric service, and fostering a workplace that champions diversity, sustainability, and local talent development.
Overcoming Significant Challenges
Navigating the fast-evolving hospitality landscape while maintaining high service standards and profitability has been one of the most significant challenges. Additionally, ensuring Saudization and local talent development without compromising operational excellence has been a key priority.
To address these challenges, Shaar has prioritized several key areas to drive success. He has focused on talent development by successfully localizing key departments, ensuring that Saudi professionals now lead major divisions within the organization. “In alignment with sustainability goals, I have spearheaded the implementation of green solutions, including the installation of solar panels, the adoption of energy-efficient LED lighting, and the introduction of food waste reduction programs.” Additionally, Shaar has enhanced the guest experience by achieving a 100% Brand Audit score, solidifying Crowne Plaza Jeddah’s position as a top-tier luxury business hotel. His commitment to operational excellence is evident through strategic budgeting and efficiency measures that have consistently surpassed revenue expectations and guest satisfaction targets.
Through these proactive strategies, Shaar has not only overcome challenges but also established Crowne Plaza Jeddah as a benchmark for excellence.
Leadership Philosophy and Evolution
Shaar’s leadership style is both people-oriented and results-driven. He believes in empowering his team, fostering a culture of innovation, and leading by example. Over the years, his approach has evolved to become more strategic and inclusive, focusing on:
He is deeply committed to mentorship and talent growth, actively coaching emerging leaders with a particular focus on empowering female executives. His guidance has played a pivotal role in enabling them to assume key revenue-generating positions within the organization. He fosters a culture of adaptability and innovation, encouraging his team to embrace technological advancements that drive operational excellence.
“By setting clear objectives while granting my team the autonomy to execute strategies effectively, I cultivate a strong sense of accountability and vision. This leadership approach has resulted in high employee engagement and retention, reinforcing a dynamic and motivated workforce.” By fostering an environment where employees feel valued and supported, he has witnessed tremendous growth in both individual careers and overall hotel performance.
Strategies for Talent Development and Employee Engagement
Recognizing that people are the backbone of hospitality, Shaar has implemented several strategies to develop talent and boost employee engagement:
IHG is committed to structured career development by providing clear pathways for employees to advance into leadership roles, ensuring a well-defined progression within the organization. Through comprehensive training and upskilling programs, such as the IHG Rise Program, employees are equipped with the necessary skills to take on greater responsibilities and excel in their careers.
Additionally, IHG prioritizes localization and Saudization, surpassing a 75% Saudization rate by ensuring that Saudi professionals hold key leadership positions across all departments. The organization also fosters a culture of employee recognition and engagement by valuing contributions, encouraging feedback, and promoting continuous professional growth. These efforts have resulted in a highly motivated workforce that drives excellence at Crowne Plaza Jeddah.
Commitment to Diversity and Inclusion
Diversity and inclusion are not just corporate values but strategic advantages. At Crowne Plaza Jeddah, Shaar has actively championed gender inclusivity, particularly in leadership roles:
“The hotel is committed to fostering female leadership development by providing mentoring and coaching programs that equip female professionals with the necessary training and exposure to excel in their careers.” says Shaar. This commitment is reflected in the increasing presence of women in key revenue-generating roles, with female leaders now heading departments such as Sales & Marketing, Revenue, Engineering, Housekeeping, Culinary, and Rooms Division. Additionally, the hotel has implemented supportive work policies, including flexible work arrangements, leadership training, and career growth opportunities, positioning it as an employer of choice for women. These initiatives underscore the organization’s dedication to creating an inclusive and empowering workplace where women can thrive professionally.
These initiatives align with Saudi Vision 2030 and are a testament to Shaar’s commitment to driving positive change in the industry.
Sustainable Practices and Their Impact
Sustainability is a core pillar of Crowne Plaza Jeddah’s operations, with several green initiatives introduced under Shaar’s leadership:
To enhance sustainability efforts, several initiatives have been implemented to reduce environmental impact and improve resource efficiency. A key focus has been on adopting solar energy solutions, which significantly reduce dependency on non-renewable energy sources while promoting clean and renewable alternatives. In line with minimizing waste, the organization has integrated Winnow Solutions to prevent food waste, ensuring more efficient resource utilization. Additionally, a major upgrade to LED lighting has been undertaken, replacing 2,500 conventional lights with energy-efficient alternatives, leading to a substantial reduction in energy consumption.
Water conservation measures have also been prioritized, with the installation of flush sensors resulting in a 30% decrease in water usage. Furthermore, a commitment to a plastic-free environment has been reinforced by eliminating single-use plastics and transitioning to bulk amenities, contributing to a more sustainable and eco-friendly operational approach. These initiatives not only contribute to environmental sustainability but also enhance cost savings and brand reputation.
Adapting to Emerging Hospitality Trends
The hospitality industry is continuously evolving, and Shaar remains at the forefront by adapting to key trends:
“Crowne Plaza Jeddah is committed to digital transformation and smart technology, ensuring exceptional Wi-Fi connectivity that positions the hotel as the top-ranked destination in Saudi Arabia for guest internet experience. Emphasizing sustainable luxury, the hotel aligns with eco-conscious consumer preferences by continuously enhancing its green initiatives, reflecting a strong commitment to environmental responsibility.” States Shaar.
Additionally, by leveraging guest data analytics, Crowne Plaza Jeddah personalizes services to deliver tailored experiences that exceed expectations, reinforcing its dedication to superior hospitality and guest satisfaction. By staying ahead of these trends, Crowne Plaza Jeddah remains a market leader in luxury and business hospitality.
Maintaining Work-Life Balance
Balancing professional responsibilities with personal life is crucial for long-term success. Shaar prioritizes, Effective time management is essential for maintaining productivity and achieving strategic goals. By delegating tasks efficiently, one can focus on high-impact decisions that drive success.
Additionally, prioritizing personal well-being through activities such as fitness and reading fosters sustained energy levels and mental clarity. Equally important is dedicating quality time to family and actively participating in community initiatives, which strengthens relationships and contributes to a sense of fulfilment and social responsibility. These practices ensure sustained motivation, focus, and leadership effectiveness.
Advice for Aspiring Hospitality Professionals
For those aspiring to build a career in hospitality, Shaar shares the following advice, “Success in the hospitality industry requires a passionate and guest-centric approach, where the focus is on creating memorable experiences that leave a lasting impression. It is essential to embrace continuous learning, as the industry is ever-evolving, demanding professionals to stay updated with emerging skills and trends. Building a strong network by connecting with mentors and industry leaders can provide valuable insights and open doors to new opportunities.”
Additionally, adaptability and resilience play a crucial role in navigating challenges, as innovation and perseverance are key drivers of success in the dynamic world of hospitality. With the right mindset and dedication, hospitality offers limitless opportunities to grow, innovate, and make a meaningful impact.
