FINAL Aleph Hospitality E-Brochure

INTRODUCTION

alephhospitality.com

“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.”

Welcome to a New Beginning in Hotel Management

Bani Haddad

Founder and Managing Director

Aleph Hospitality


“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

THIRD PARTY: THE BENEFITS

9 Often more flexible contract terms than direct

management

9 Relieves investors from the day-to-day running

of their asset

9 Access to the global distribution system of

a brand coupled with the local expertise and

personal service of a management company

9 A commercially attractive alternative to the

traditional asset or resource heavy owner-operator

or direct management structure

9 Expand more rapidly into new territories

9 Facilitates a lower-risk, asset-light franchise

model

BENEFITS FOR HOTEL OWNERS BENEFITS FOR HOTEL COMPANIES

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.

1 HotelManagement.net, 2015 Hotel Management Survey, March 2015


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.

WHY CHOOSE ALEPH HOSPITALITY

9 Flexible terms – unlike many hotel management

providers, Aleph Hospitality is equipped to operate

smaller, budget and midscale hotels as well as

larger upscale assets

9 Impartial advice – Aleph Hospitality is able to

provide independent and personalised advice

regarding brand selection, performance and the

negotiation of competitive franchise fees

9 Proven ability – staffed by hotel industry experts,

Aleph Hospitality has the international experience

and local know-how to maximise success

9 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

9 Market experts – all executive staff possess an

in-depth working knowledge of the Middle East and

African hotel landscape

9 Collaborative partners – Aleph Hospitality is

committed to working together with brands to

deliver enhanced brand equity and performance

BENEFITS FOR HOTEL OWNERS BENEFITS FOR HOTEL COMPANIES

A Full Service Hotel Management Company


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

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)



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.



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.

ABOUT ALEPH HOSPITALITY

BANI HADDADFounder and Managing Director

Experienced Executive Leadership

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.

FINAL Aleph Hospitality E-Brochure

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