Swiss Precision, Global Soul: Alaa Akel & the Blueprint for 21st-Century Hospitality

The bridge between a visionary framework and practical, on-the-ground success—in the the high-stakes world of international tourism—is often the hardest to build. At the recent AFASU Golden Awards in Egypt, Dr. Olga Stowell—a Swiss-based tourism strategist and Senior Expert for UN Tourism—highlighted a brand that has mastered this delicate balance: Jaz Hotel Group.

Representing the International High Committee for Judging, Dr. Stowell shared that the decision to honor the group was rooted in a rare combination of “Swiss-like” precision and authentic hospitality.

The Pillars of Institutional Excellence

For Dr. Stowell, who brings over 20 years of experience as an academic and CEO of URPEAK Sàrl, excellence in tourism strategy boils down to two things: Governance and Human Capital. During the committee’s analysis of Jaz Hotel Group, three critical pillars stood out:

• Capacity Building: A commitment to human capital development that goes beyond basic training. “You build futures, not just staff,” noted Dr. Stowell.
• Sustainability as a Strategy: The group has successfully proven that sustainability isn’t just a checkbox—it’s a competitive advantage that directly enhances the guest experience.
• Institutional Excellence: Maintaining high international standards across a vast and diverse portfolio requires a level of governance that remains rare in the global sector.

Leadership at the “Heartbeat”

The awards ceremony also celebrated Mr. Alaa Akel, CEO of Jaz Hotel Group, for his “Swiss-like” management style. Dr. Stowell praised his ability to align complex destination strategies with measurable, positive outcomes, making his leadership a model for the modern hospitality sector.

However, the “heartbeat” of this success remains the people on the front lines. In an emotional nod to the General Managers and the entire Jaz Group team, Dr. Stowell credited their daily dedication as the true engine behind the group’s ability to reach “new peaks” in the industry.

“Your dedication is what makes this success possible. You are the heartbeat of these resorts.” — Dr. Olga Stowell

As Jaz Hotel Group continues to set higher benchmarks for Africa and Asia, it serves as a reminder that in hospitality, the most sophisticated systems are only as good as the people who bring them to life.