Ayman Alamat

Ayman Alamat

Director of Spa, Recreation & Wellness at Mövenpick Hotels & Resorts - Middle East
Lives in Swemeh, Jordan

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Experience

24 years

  • Director of Spa, Recreation & Wellness

    Mövenpick Hotels & Resorts - Middle East - Swemeh, Jordan

    Recreation & Leisure
    December 2018 - Now · 5 years and 4 months

    Brought back on board to introduce wellness concept and programs through different journeys and offering. Overseeing the operation of Zara Spa, leisure & recreation and Zara medical therapy center. Parallel to Zara Spa Dead Sea, a task asked by owners and management to create and launch Zara Spa at Movenpick Resort Petra (opening July 2019). Part of the task at the two properties introducing Spa & Wellness packages from Detox, weight loss, rehabilitation, Sleeping, food diet, wellness, fitness and yoga retreat concepts. Managing a team of 70+. Manage to increase revenue in first months 69% over last year and ahead of budget 47% and YTD GOP of 65%.

  • Executive Director – Wellness, Fitness & Operations

    The Bridge Lifestyle Hub - Abu Dhabi, United Arab Emirates

    Sport and Fitness
    February 2017 - October 2018 · 1 year and 9 months

    Brought on board as part of the core team to conceptualize and create a new game-changing, high-tech concept in the fitness and wellness industry. The model incorporates a spa, state of the art fitness facilities, retail shop, multiple F&B outlets, travel adventure desk, co-working spaces and art gallery in a space of 6,500sq m within Abu Dhabi’s Al Qana Project as the first location, and with plans to open further locations within the region within a short period. Created spa and gym concepts & strategies, setting budgets and policies, building operational manuals and systems. Collaborated with marketing team to formulate brand identity, logo and collaterals.

  • Director of Spa & Recreation

    IHG - InterContinental Hotels Group - Beirut, Lebanon

    Recreation & Leisure
    June 2015 - July 2016 · 1 year and 2 months

    Headhunted to transform the entire structure of the 22-room state of the art spa and sports & leisure facilities, recreating then relaunching the concept. Added a new membership program and activities, resulting in a 15% revenue increase year-on-year. Introduced cost controls and restructured team, resulting in a cost reduction of 10%. Introduced unique treatments, products, classes and workshops with an Asian touch & far eastern philosophy to differentiate from market; renovated treatment rooms; updated uniforms & linens; installed Precor equipment in gym; created new policies & procedures and guest journeys with a focus on combining ‘high touch with high tech’. Doubled membership in eight months and removed non-paying members. Changed opening hours to 24 hours/day – the first gym in Lebanon to do so, resulting in much improved guest feedback (particularly VIP guests). Increased number of visits and utilization of treatment rooms from 7% to 23%, and number of treatments/day from 6 to 40/day. Internal staff surveys showed a marked improvement in employee satisfaction from 40% to 76%.

  • Director of Spa & Wellness

    Jumeirah Messilah Beach Hotel & Spa - Jumeirah Group - Kuwait City, Kuwait

    Spa
    September 2012 - June 2015 · 2 years and 10 months

    Brought in to set up the largest spa and fitness concept in Kuwait. Created treatment menu and all procedures; both curated and created products; introduced membership plans for spa, gym and beach club. Recruited, onboarded and trained a spa, sports & leisure team of 70. Successfully launched the spa along with annual sales & marketing plans and budgets for the spa and sports/leisure (gym, beach, pools, water activities etc) departments. First year averaged 30 treatments/day; grew to 120 treatments/day by 2015. Introduced a highly successful gift voucher system which represented USD$500,000 in annual revenue. Treatment room utilization doubled from 18% in the first year to 32% by 2015. Staff utilization increased from 20% to 45% by 2015. Increased retail from 1.2% to 8% of total revenue. Customer feedback demonstrated Talise was the most popular spa in Kuwait; 20% of guests were repeat visitors. Increased GOP from breakeven in the first year to 28% by 2015. Achieved extremely low staff turnover – in my three years we had a 14% turnover rate (in comparison hotel was 35+%). Created a highly desirable destination for the Kuwaiti Royal Family and local and international VIPs. Produced external treatment menus for events and VIP guests. Capture ratio increased from 1% to 2.5% of hotel guests. Talise remains until now a highly successful spa and continues to utilize all procedures, manuals, treatment menus, retail and professional products which I developed and introduced. Best Spa – Kuwait 2015 MENA Travel Awards Conde Nast Traveler Hotlist 2014

  • Director of Six Senses Spas Jordan & Syria

    Six Senses Resorts & Spas - Ma'in, Jordan

    Management
    December 2008 - August 2012 · 3 years and 9 months

    Headhunted to open Six Senses’ first location in the Levant Region. Co-created menus and guest journeys with Six Senses corporate head office, focusing on utilizing local ingredients and creating a concept entitled ‘SLOW Life’ (sustainable, local, organic, wholesome, learning inspiring, fun experiences). Designed a wide range of highly unique immersive guest experiences utilizing the surrounding nature. Created a large herbal organic garden, growing fresh produce featured on the treatment menu. Recruited and trained a team of 20 and set up all spa manuals bridging Jordanian and Thai culture. Managed both the spa and team, setting budgets, team KPIs, sales & marketing plans, weekly & monthly guest promotions and a membership concept, all with the goal of increasing yield and maximizing spa usage. Therapist productivity was 56%, and guest satisfaction score was 94% in 2012. Hosted royal families, VIPs and actors, visiting practitioners, media & PR events, and conducted numerous television interviews as an ambassador for the spa and region, discussing wellness, medical tourism etc. Reached an annual average capture ratio of 30% and 40% in 2012. Attained the highest GOP in all of Six Senses (76%) in 2011 and averaged 40% annually. Concurrently set up, launched and managed the Six Senses Spa at Tadamora Palace & Spa, Syria (closed in 2012 due to political situation). #1 spa in Asia & North Africa and #2 spa globally by Conde Nast Traveler in 2012 Conde Nast Traveler Hot List 2010

  • Head of Corporate Office & Spa General Manager

    Vy - Amman, Jordan

    Management
    October 2005 - June 2008 · 2 years and 9 months

    Brought in by partners to conceptualise and develop a new brand – a high end fitness and wellness concept new to the region. The concept featured gym, two spas, restaurant and gelato shop. While I was tasked with creating a luxury spa from the ground up within 8 months, I quickly took on additional responsibilities overseeing fitness, restaurant, HR, software, sales and operations. Worked closely with contractors on-site, overseeing design, construction, handover and snagging; selected and commissioned FF&Es & operating equipment, spa & club software, supervising installation & maintenance. Recruited, onboarded, trained and managed the majority of the team (PTs, reception, F&B, spa, operations – housekeeping, engineering, security etc). Managed the 12,000 sq m facility, overseeing all aspects of operations, including setting membership plans and rates, member & team codes of conduct and menus (spa, restaurant etc). Set KPIs for staff and business. Created a system of manuals for the entire operation which, when Fitness First acquired Vy, was implemented across the entire Fitness First network. In 2007 was given additional responsibility of setting up the corporate office, and managing sales, marketing/PR & branding departments in preparation for international expansion. Created brand & operation books, financial projections and franchise model, website, collaterals, and audit/mystery shopper protocols while still managing 200+ employees and 5,000+ members

  • Spa Director

    Movenpick Resort & Spa Dead Sea - Amman, Jordan

    Spa
    April 1999 - October 2005 · 6 years and 7 months

    Part of the preopening startup team for the Sanctuary Spa – the first outside the UK, and at the time the largest spa in the Middle East (6,000 sq m & 60+ person team). Initially handled client servicing and performed specialized treatments, personal training and life style evaluations for clients and VIP guests. Within 9 months was given additional responsibility including formulating new spa packages, guest journeys and treatment sequences. Performed costing and cost efficiency analysis; managed the spa team including recruitment, training and evaluations. Liaised closely with other departments within the hotel, amassing industry & operational knowledge. Continually grew within the organisation, reaching Spa Director within 4 years. Relaunched the entire spa and reformulated budgets, menu, membership & marketing plans, manuals etc in 2004, reducing losses and turning profit for the first time since opening; from 2005 onwards, the spa generated over $1M annually in revenue. Conde Nast Traveler Award 2006 #1 spa in the world MENA Travel Award 2005 #1 spa in Middle East & North Africa Conde Nast Traveler Award 2000 #3 spa in the world

Education

  • Business Plan Development; Budgeting

    Harvard Business School - Beirut, Lebanon

    March 2016 - June 2016

  • Diploma

    ITEC - London, United Kingdom

    June 1999 - June 2000

    Anatomy, Physiology & Massage, ITEC International

  • BA Physical Education

    University of Jordan - Amman, Jordan

    September 1994 - June 1998

Languages

3 languages

  • Arabic

    Native or fluent

  • English

    Full professional

  • Portuguese

    Professional working

Skills

10 skills

  • Adaptive Thinking
  • Communication
  • Complex Problem Solving
  • Financial
  • hands-on team leadership & mentoring
  • high emotional intelligence
  • quality & performance management
  • Service excellence
  • Spa operations
  • Strong negotiation skills
Connections
Mahabir Singh
Rooms Manager at La Quinta Abu Dhabi
Zeeshan Nazeer
Assistant Restaurant manager at OHS foods Del Frio restaurants
Mohammed Khan
Duty Manager at Address Beach Resort
View 21 connections
Following
Minor International
Minor International
Bangkok, Thailand
Pine Cliffs, A Luxury Collection Resort by Marriott International Hosco
Hosco
Geneva, Switzerland
Other members
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Zaid Ibrahim
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Ibrahim Yakoub
Dubai, United Arab Emirates
View more
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