While the promising influx of tourists continues to increase optimism in the tourism industry, our focus must shift to product development, especially intensifying efforts to improve the urban environment. Malcolm Azzopardi, general manager of Urban Hotel Malta, said balancing this demand with improvements in the quality of both infrastructure and experience remains a key element if we want to ensure further success for our industry. It states that.
St Julian's Urban Hotel recently announced that Accor, the world's leading hospitality group, has introduced the Handritten Collection brand in Malta and selected Number 11 as the first Maltese hotel to join this newly launched brand. , the first hotel in Malta to be registered.
Malcolm Azzopardi, General Manager of Urban Hotel Malta, said: “Becoming part of such a prestigious global hospitality group is an important milestone for us, and the Group is committed to exceptional experiences and excellence. This reaffirms our efforts.”
Azzopardi's professional journey began in 1994, when he completed a Diploma in Hotel Management at the Institute of Tourism Studies (ITS) in Malta, and after gaining experience both locally and in European countries, he joined Urban Hotels in 2009. It established its first development, The George Urban Boutique Hotel. .
“With three independent hotels in operation, the decision to partner with Accor's Handritten Collection emerged as a strategic move that would enable us to expand our distribution network. It means opening our doors to program members,” Azzopardi said.
“So, after analyzing our product portfolio, it became clear that Number 11 was a perfect match to the essence of handwritten collections, and we believe this led to its inclusion at this milestone.”
Number 11's deal with Accor Group is due to come into effect from January this year, and this clearly requires further investment in the brand, particularly in terms of infrastructure and talent, to bring it up to the standards Handwriting Collection expects. did.
“Number 11 was launched in December 2019, so our product is in great shape. This has impressed Accor's development team and made the integration process even more seamless. Naturally, Accor's logistics and We need to strengthen our teams to adapt to our procedures and we are currently doing so by empowering our people to smoothly implement the necessary processes and training to Accor standards,” he said. added.
This partnership with Accor also encouraged further investment in our products.
“This partnership with Accor also encourages further investment in our products, allowing us to enhance our services, such as our year-round heated outdoor pool, and extend the opening hours of our restaurant, Hammet's Mestizo. Our overall goal is to increase direct bookings through the Accor network and improve the overall experience across our products and services.”
Malcolm agrees that hospitality is highly dependent on the quality and experience provided. So what, in his opinion, separates Urban Hotels from its competitors?
“In the field of hospitality, quality and experience are paramount. We keep it simple by focusing on meeting the requirements and expectations of our patrons. Our hotels are located in high-demand locations. , we not only have excellent facilities, but we also respond promptly to requests and complaints, ensure a pleasant experience and are committed to maintaining a high level of quality in our accommodations.”
“We believe these are customer-centric essentials that carve out a unique space for our company and create a unique blend of excellence and care in a competitive environment,” he added.
Azzopardi sees the post-pandemic period as one in which tourism has made a strong comeback but faced considerable challenges in infrastructure and product development.
“Thanks to good air connectivity, there is a steady influx of tourists and we remain optimistic that high numbers will continue. However, our focus remains on product development, particularly in urban environments. We must move on to intensifying our efforts to improve.”
“In my opinion, balancing this surge in demand with improvements in the quality of both infrastructure and experiences remains a key element in ensuring the continued success of the tourism sector. there is no.”
Asked about the current issues surrounding Malta's new airline, particularly limited routes, Azzopardi believes Air Malta's decision to limit routes is a pragmatic one that reflects the situation.
“What needs to be emphasized now is that sustainability plays a key role in the survival of airlines. This, coupled with effective management, could lead to potential growth for airlines in the coming years. There is a sex.”
As a hotelier, Mr Azzopardi also draws parallels with Malta as a destination, acknowledging that the country's unique appeal lies in its diverse offering.
“Proximity is a big factor. Within 15 to 30 minutes, you can explore the UNESCO World Heritage Site of Valletta, dive in Gozo, cycle near the Dingli Cliffs, or explore the vibrant streets of St Julian's. This diversity forms the core of our product differentiation, demonstrating the large number of experiences possible in a short period of time.”
We need to step up our efforts to further promote Malta throughout Europe as a short 3-4 day holiday destination. This will definitely help you further exploit this distinct advantage. ”
2023 was a positive year for the Group, with financial targets achieved and an important milestone with all three hotels opening for the year.
“Looking ahead, we expect an even stronger performance in 2024. Next year is also the year when we begin planning for the refurbishment program at George Urban Boutique Hotel, which is where it all started.” concluded Mr. Azzopardi.
