Akram Shaar is a seasoned hospitality leader with over 27 years of experience in the industry. Currently serving as the General Manager of Crowne Plaza Jeddah, Akram has been instrumental in driving the hotel’s remarkable growth and success. His strategic leadership and innovative approach have significantly contributed to achieving targets and fostering a diverse and inclusive work environment. Akram’s commitment to excellence and sustainability aligns with Saudi Vision 2030, making him a key figure in the kingdom’s evolving hospitality sector.
Positioned strategically in the bustling Al Hamra District, Crowne Plaza Jeddah, an IHG Hotel, epitomizes the perfect fusion of modern luxury and Arabian tradition. Catering to the discerning business traveller, this 5-star establishment offers proximity to King Abdulaziz International Airport, advanced meeting facilities, and a range of gourmet dining options. One can experience unparalleled hospitality and tailored services designed to elevate their business engagements and leisure moments alike.
The Professional Journey
Akram’s professional journey in the hospitality industry spans over two decades, during which he has worked with some of the most renowned hotel brands, including IHG Hotels & Resorts, Hilton Worldwide, Raffles, and Mövenpick. From an early age, his love for travel and fascination with different cultures inspired Akram to join the hospitality industry. It’s a career that allows him to connect with people from around the world and continuously learn about their traditions and lifestyles.
After taking his first steps into the hospitality industry with IHG in 1997, Akram quickly realized that this was where he belonged. Over the years, he has held multiple leadership roles, where he has honed his skills in operations, strategy, management and guest experience. His journey has been one of continuous learning, adapting to industry trends, and embracing cultural nuances to drive guest satisfaction and business growth.
A Challenging Role
One of the biggest challenges Akram has faced as a General Manager is striking the right balance between operational efficiency and providing an exceptional guest experience. For instance, during periods of high occupancy, it’s critical to ensure that services are delivered promptly without compromising quality. He overcame this by implementing streamlined processes, cross-training staff to handle multiple roles, and maintaining constant communication with the team to address issues in real time.
Secondly, leading a team with diverse cultural backgrounds, languages, and work styles can be challenging. Akram focused on fostering a culture of inclusivity, creating clear communication channels, and organizing team-building activities to bridge gaps. Regular training sessions also help to ensure that everyone shares the same vision and standards for guest service.
Thirdly, the rapid evolution of technology in hospitality, from booking platforms to in-room tech, can be overwhelming. He has ensured the hotel stayed competitive by investing in scalable technology and conducting regular training sessions for staff to stay updated on new tools, thereby improving both operations and the guest experience.
Addressing critical guest feedback in real time can be difficult, especially when it involves emotionally charged situations. Akram always takes a hands-on approach, personally engaging with the guest, offering a solution on the spot, and following up to ensure satisfaction. Building a reputation for transparency and swift action has helped turn complaints into opportunities.
“In highly competitive markets, distinguishing the property from competitors can be daunting. I focused on identifying unique selling points, such as personalized guest services or exclusive partnerships, and developed marketing campaigns that highlighted these advantages,” shares Akram.
Signature Experiences
Crowne Plaza Jeddah is renowned for blending contemporary luxury with traditional Saudi hospitality. Signature experiences include its diverse dining options, such as Sakura, an award-winning Japanese restaurant, and Al Zahra, which offers a wide range of international cuisines.
Guests also enjoy state-of-the-art meeting and event spaces equipped with cutting-edge technology, making us a preferred choice for business travellers and luxury events and weddings. Additionally, its wellness facilities, including a fully equipped fitness centre and outdoor pool, ensure guests can maintain their health routines during their stay. Personalized service and a commitment to exceeding guest expectations are at the core of every experience Crowne Plaza Jeddah offers.
Owning Environmental Responsibility
Sustainability is integral to Crowne Plaza Jeddah’s operations. It has implemented energy-efficient lighting systems, water conservation measures, and waste management programs. Its commitment to reducing single-use plastics is evident in initiatives such as replacing plastic water bottles with glass alternatives. Additionally, Crowne Plaza Jeddah sources local produce for its restaurants, reducing its carbon footprint while supporting local communities. These efforts align with IHG’s Green Engage program, which provides actionable solutions to minimize environmental impact.
- Water-Saving Measures: Implemented strategies led to a remarkable 30% reduction in water consumption, highlighting the hotel’s commitment to sustainability and resulting in substantial utility savings.
- Sustainable Transportation: The installation of two electric vehicle (EV) chargers promotes green transportation, supporting the hotel’s corporate sustainability goals and helping reduce carbon emissions.
- Energy-Efficient Lighting: Transitioned 2,500 lights to energy-efficient LED systems, significantly lowering energy consumption and aligning with CSA requirements.
- Enhancing Greenery: Added 2,500 new plants to improve air quality and the hotel’s environmental footprint, creating a more inviting atmosphere for guests and staff.
- Toilet Flush Sensors: Installed sensors in all public area toilets to minimize water waste, enhancing overall efficiency.
Infrastructure Improvements
- Water Tank Renovation: Oversaw a comprehensive renovation of the hotel’s ageing water tank, ensuring compliance with safety standards and improving water quality.
- Guard House Construction: Built a new guardhouse to enhance security and visibility, aligning with regulatory standards and improving guest safety and trust.
- Water and Heat Insulation: Completed critical repairs and insulation on the roof, protecting key operational areas and enhancing the building’s efficiency during heavy rains.
- A/C Enhancement for Ballroom: Installed a new package unit to effectively manage ballroom temperatures, significantly enhancing guest comfort during events.
- Drain Line Renovation: Upgraded the drainage system to eliminate health hazards and ensure compliance with hygiene standards.
- Accessible Pathways Project: Constructed new pathways to improve accessibility at the main entrance, reinforcing the hotel’s commitment to inclusivity.
Integrating Local Culture
Celebrating local culture is central to the work philosophy at Crowne Plaza Jeddah. From the architectural elements of the hotel’s design, which reflect Saudi heritage, to the inclusion of traditional dishes on its menus, the hotel aims to offer guests an authentic taste of the region.
“Our cultural integration extends to our services, such as arranging guided tours to historical landmarks in Jeddah and showcasing local art within the hotel premises. Additionally, our staff undergoes cultural training to ensure they can deliver services that resonate with both local and international guests,” shares Akram.
Employee Well-Being
Akram believes that the employees at Crowne Plaza Jeddah are the backbone of its success, and he prioritizes their growth and well-being. Crowne Plaza Jeddah is dedicated to people development and Saudi Vision 2030. The localization percentage at the hotel has exceeded regional targets, with all key departments being led by talented local individuals. In 2024, Crowne Plaza Jeddah made remarkable progress in adhering to the regulations set by the Ministry of Human Resources and the Labor Office. The hotel achieved an impressive Saudization rate of over 75%, demonstrating a strong commitment to employing Saudi nationals and enhancing local workforce participation.
Through comprehensive training programs, Crowne Plaza Jeddah ensures that the staff is equipped with the skills and knowledge needed to exceed guest expectations. Regular feedback sessions and performance recognition initiatives foster a culture of motivation and excellence. It also provides opportunities for career advancement and promotes a supportive work environment that values diversity and inclusivity.
Adapting to Trends
The hospitality industry, observes Akram, is being shaped by several trends, including technological innovation, sustainable travel, and personalization. Crowne Plaza Jeddah is staying ahead by investing in smart technologies. Personalization of guest experiences is a key area of focus for the hotel, with AI-enabled data analytics and machine learning algorithms enabling the team to understand guest preferences at a granular level. This allows them to curate bespoke experiences, from tailored dining options to customized stay packages, ensuring every guest feels valued and catered to. In 2023, Crowne Plaza Jeddah achieved an impressive ranking of 6th among EMEAA hotels and secured the top position in Saudi Arabia for Wi-Fi Guest Experience. This achievement underscores the commitment to enhancing guest satisfaction through reliable connectivity.
Enhanced Guest Experience
Guest well-being is a top priority at Crowne Plaza Jeddah. It offers premium bedding and an array of amenities to ensure restful stays. Its wellness offerings, including fitness facilities and nutritious dining options, cater to guests seeking a healthy lifestyle. Additionally, the team is trained to provide personalized service, ensuring every guest feels valued and cared for throughout their stay.
Crowne Plaza Jeddah has recently revamped its Bridge Café, offering a refreshed menu and a comfortable poolside setting with large screens for sports enthusiasts. For business travellers, state-of-the-art meeting facilities and advanced audio-visual tools ensure seamless and impactful events. The hotel also offers personalized services, such as tailored wedding packages and rejuvenating spa treatments, to make every stay memorable. With a focus on both relaxation and productivity, Crowne Plaza Jeddah ensures that every guest’s needs are met with unparalleled hospitality and attention to detail.
Balancing Business and Leisure
Crowne Plaza Jeddah strikes a balance by offering tailored services for both business and leisure guests. For business travellers, it provides well-equipped meeting spaces, high-speed internet, and a business centre. Leisure guests can enjoy its diverse dining options, recreational facilities, proximity to cultural landmarks and tailored recreational packages ranging from diving to hiking, paragliding, etc. Its staff is trained to understand the unique needs of each guest segment, ensuring a seamless experience for all.
Looking Ahead
Akram’s vision for Crowne Plaza Jeddah is to solidify its position as a market leader in the hospitality industry by delivering exceptional guest experiences and driving sustainable growth. To achieve this, his team is focusing on continuous innovation, enhancing their service offerings, and strengthening their community engagement. They aim to expand their digital capabilities, improve operational efficiencies, and foster a culture of excellence among the employees.
“Diversity and inclusion are core values at our hotel, and I have ensured a progressive work environment for all our female colleagues. By mentoring and coaching six female colleagues who now lead critical departments such as rooms division, Engineering, Sales and Marketing, Revenue, Housekeeping, and Culinary Director, we have not only empowered these individuals but also contributed to our overall success,” concludes Akram.
A Quote to Live By
“Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful.”
“This quote by Albert Schweitzer resonates with me deeply and serves as a guiding principle in my professional and personal life. It reminds me of the importance of passion and commitment in achieving meaningful success,” says Akram.
