Ramzi Assily General Manager, Crowne Plaza Beirut | Managed by IHG
Looking back, which moments or experiences have most shaped your leadership style and career in hospitality? Any story that stands out?
The fact of having a Food & Beverage background has built a strong base in my career that spans over four decades, having worked in seven different countries. From serving heads of state to organizing events for up to 1,500 people in the middle of the desert, these experiences have truly shaped my leadership and career.
A different kind of experience is that I have witnessed two wars in Lebanon: in 2006, when I was the Resident Manager at the Mövenpick Hotel in Beirut, and in 2024, when I started at the Crowne Plaza Hotel five months after the conflict started.
Crowne Plaza Beirut is part of the renowned IHG international chain. What makes the hotel unique in Lebanon, and how does being part of a global brand elevate the guest experience?
Its location on the busy Hamra Street is one of its key selling points. Guests have access, within walking distance, to many cafés and restaurants, as well as different types of shops. We are also five minutes away from the Corniche, as well as just a few minutes’ walk from two major institutions: the American University of Beirut (AUB) and the Lebanese American University (LAU).
When guests become members, they have many benefits, such as access to the Club Lounge at the hotel, as well as points they collect during each stay that can be used internationally to receive benefits and discounts within the IHG group.
How does a hotel managed by an international chain like IHG differ from independent hotels in Lebanon? What does this mean for guests, service, and the team behind the scenes?
Being part of an international chain also means being part of a strong reputation and established global background. We receive support from our regional offices, as well as constant updates to ensure we remain aligned with the latest innovations in the hospitality market.
We have career development programs for all employees. One of them is called “Room to Grow,” which enables employees to progress through the ranks, as well as providing opportunities to pursue their careers abroad within IHG.
As General Manager, what is your vision for Crowne Plaza Beirut? Where do you see the hotel heading in the next few years, and what makes it stand out in the region?
We have experienced many ups and downs, mostly related to the situation in the region; however, we always continue to move forward.
We have now re-established the hotel as a preferred destination for hosting banquets and events. We also have a rooms renovation plan that is being finalized at the moment and should start during the course of this year. This will help us become the talk of the town once we start offering our new rooms to the public.
The hospitality world is always evolving. Which trends or innovations excite you most, and how are you embracing them at the hotel?
We will soon be implementing a QMS (Quality Management System). It is a structured framework of policies and procedures designed to ensure consistent, high service standards and improved guest satisfaction.
The system will allow us, through an app, to immediately resolve any guest-related issue without delay. The newly renovated rooms will also be up to date with regard to all internal systems, such as lighting controls and other technologies.
From your perspective, what does Lebanon’s hotel industry need most right now to thrive and compete internationally?
We need to be more present at international exhibitions as a “Lebanon” stand under the umbrella of the Ministry of Tourism, which has not been the case for some time.
We should also organize familiarization trips through potential partner countries, inviting key travel agencies from different markets to visit us so they can experience and promote our country abroad.
Leadership in hotels can be challenging. Which values or principles guide you when making decisions or facing tough moments?
Firstly, it is the experience itself, having gone through many challenges in different countries. Any decision taken should be wise, without affecting the reputation of the hotel, while also trying to reach a settlement that would benefit all parties concerned.
What exciting developments, upgrades, or upcoming plans can guests and partners look forward to at Crowne Plaza Beirut?
As mentioned earlier, we have a rooms renovation plan that should hopefully start this year. Once we have everything finalized, we will launch a teaser and marketing campaign to create greater awareness among the public, both in local and international markets.
Success often comes with a personal philosophy. Do you have a quote, motto, or guiding principle that inspires you every day?
To let the team who works under me shine, because they are the people who know our customers best.
Finally, Ramzi, how would you like to introduce yourself to our audience? Beyond your title, what defines you as a hotelier and a person, and what makes your journey unique?
Being there for my team and my guests. And, as they say, “There are no traffic jams along the extra mile.”
