Governance of Hospitality: Why AFASU Jury is Pointing the World Toward Jaz Hotel Group

In the high-stakes world of luxury hospitality, it’s easy to get lost in the aesthetics—the sweeping infinity pools, the marble lobbies, the curated linens. But as any seasoned traveler knows, the most enduring memories aren’t built from stone; they are built from stories.

At the recent AFASU Golden Awards in Hurghada, the spotlight turned to Jaz Hotel Group and its CEO, Mr. Alaa Akel, who were honored for their role in reshaping the Afro-Asian tourism landscape. It wasn’t just a celebration of a brand, but a masterclass in what happens when “Swiss-like” precision meets a genuine “Soul” for service.

A New Architecture of Experience

Mr. Bernard A. Metzger, founder of Travelindex Group, set the tone with a provocative keynote: “A hotel is no longer just a building—it is a ‘Content Hub’ and a ‘Story'”. For Metzger, Jaz Hotel Group stands out because it has mastered “Destination Intelligence”, maintaining a digital presence and traveler trust that resonates across more than 200 countries. It is a rare feat in a global media ecosystem to see such consistency across such a vast portfolio.

Finding the “Soul” in the Model

While Metzger focused on the digital narrative, Ms. Yolanda Perdomo—former Director at the UNWTO—looked for something deeper. “We were looking for a ‘Soul’ in the hospitality model,” she noted, citing the group’s world-class ability to integrate luxury with deep-rooted environmental responsibility.

To Perdomo, Jaz Hotel Group isn’t just selling a room; they are curating a rare blend of “Tourism Intelligence and Genuine Human Connection”. This isn’t just about impressive occupancy rates—it’s about an institutional innovation that remains fiercely authentic to its Afro-Asian identity.

The Heartbeat of Success

No visionary strategy succeeds without the right leadership and the hands to execute it. Dr. Olga Stowell, a senior expert for UN Tourism, pointed to the group’s “Swiss-like” management precision combined with a heavy focus on “Human Capital”.

“You build futures, not just staff,” Stowell remarked, crediting the General Managers and the entire team as the true “heartbeat” of these resorts. CEO Mr. Alaa Akel, recognized as the Best CEO in the Hospitality Sector for 2026, has proven that true leadership is about taking care of those in your charge.

The Takeaway

As we sit over our morning coffee, reflecting on the future of travel, Jaz Hotel Group serves as a powerful reminder: the future of hospitality isn’t just about being a winner; it’s about being an “architect of the future”. By putting sustainability first and human connection at the center, Jaz is setting a benchmark that the rest of the world is now eager to follow.