Dubai, UAE – Swissotel Al Ghurair and Swissotel Living Al Ghurair is pleased to announce the new appointment of Amal El Ansari as the new General Manager, leading the team and driving the business for the 620-room property.

Born and raised in Morocco, she brings a wealth of experience in the hospitality industry and commercials, and provides a strategic vision to the flagship hotel for Accor, connected to the historic Al Ghurair Centre shopping mall. She has been with Accor for 11 years, and held key positions and cluster roles of Director of Sales and Marketing, Hotel Manager and General Manager.

Prior to this, she was the General Manager of Novotel Sharjah Expo Centre, and had successfully led her team through the global pandemic, maintaining Accor’s and the owner’s business strategy and upholding the highest standard of safety protocols and guest and employee satisfaction. While working in her role, she has successfully built brand loyalty through proactive communication while delivering impressive revenue results.

An international hotelier, with business acumen and strong communication skills, Amal has successfully managed Pullman, Novotel, Ibis, Rotana and Sheraton brands while maintaining excellent relationships with the owners. She advocates innovation and strives to achieve great heights keeping the company’s mission, values and strategy in mind. 

A strong advocate of diversity and inclusion, she puts “Heartists” or her team members at the centre of the business. “We are in a people-centric industry, and it is of the utmost importance to value our people first, and in turn create a happy and positive environment that leads to the hotel’s commercial success” she says. 

Some of her key achievements include the Highest Reputation Performance score within the Economy Hotels 2017, the Customer Experience Community – Sparkle of the Month 2018, Highest Reputation Performance Score within “Ibis Brand” Middle East 2019. 

Amal holds a Bachelor’s degree in English Literature, a Secondary degree in English Literature at Chouaib University Morocco, a Diploma of Technician of Tourism at C. E. G. I. S. Institute in Morocco and a Diploma of German Language. Her certifications include the Digital Distribution Campus by Accor Academy Middle East 2020, Distribution Excellence by Accor Academy Paris 2014, Influential Leadership by Accor Academy Middle East 2011. 

With exciting projects to lead, focussing on Swissotel’s brand elements of “Vitality”, “Sustainability” and “Craftsmanship”, Amal aims to deliver a strong commercial growth while bringing to life Swissotel’s promise of “Life is a Journey. Live it Well.”