The Story, Strategy & Success of AX Hotels

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October 26, 2022

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October 29, 2022

The hotel industry is a prominent aspect in Malta’s appeal and interest in the tourism sector. Booking a hotel stay for your travels is always a luxury, but when that extra element of comfort is added to your hotel experience by the hoteliers themselves - you know you’re in for a relaxing and pampered stay.

AX Hotels is all about that top-tier treatment experience, Claire Zammit Xuereb, Director for Hospitality and Care at AX Group shares her family’s success story.

AX Hotels is one of Malta’s largest chain of hotels, priding itself on offering world-class hospitality with heart. With hotels dating back to the 80s to new projects currently taking shape, AX Hotels is always seeking to tap into new markets to improve Malta’s hospitality offerings. Founded in 1975 by Angelo Xuereb, AX Group has left an impact in various sectors such as construction, hospitality, development and healthcare, all to great success. Perhaps due to their innate entrepreneurial spirit and focus on innovation and creativity, AX Hotels has developed into a household name synonymous with luxury and comfort in the hotel industry.

The second generation of AX Group is spearheaded by founder Angelo Xuereb’s daughters, Claire Zammit Xuereb, who is currently the Director for Hospitality and Care and Denise Micallef Xuereb, who is the Director for Construction and Development. Speaking to Claire about the history of the company as well as the future plans for the hotel industry is as inspiring as it is enticing.

“My official journey in the hospitality industry began in 2001. Although I was always interested in the industry and fell in love with it from a very young age, it was the BSc in International Hospitality Management from the University of Wales that sealed my career in the sector. I pursued further studies in Hospitality and Tourism Management from the Centre International de Glion, taking on AX The Victoria Hotel as my first business venture.

Once The Victoria saw success, becoming a hotel of choice among many holidaymakers, AX The Palace Hotel was conceived - and this was where I started to experiment with the norms of the market and push the boundaries of Malta’s hotel traditions. It is also when I consolidated the two hotels under AX Hotels, uniting them under one brand mission.”

During this time in Malta, the concept of tourism was based on views, seascapes, beaches and leisurely activities, revolving solely around the sunny climate, but Claire saw an opportunity that Malta had not yet tapped into to any degree - urban cultural experiences. Travel during the summer season was a given in Malta - that was why people travelled here. However, there was a whole other sector that was not being explored; primarily the country’s history and culture - two facets that could expand Malta’s travel period to the shoulder months.

Despite a bold and ambitious feat, Claire took on the challenge headfirst and marketed The Palace as an urban city hotel in the heart of the island’s most prominent shopping district, transforming hotel categorisation as the island knew it: urban tourism was finally available in Malta. “European cities were booming with tourism opportunities due to the influx of travellers within the city centres, where hotels, museums, restaurants, theatres and other cultural options were readily available - I wanted that for Malta.”

Packaged tourism was slowly dying out, and individualised trips (focused on an immersive cultural experience), was and still is, the way people discover a country.

“As a company, my father first left an impact on the hotel industry in 1982 with Sunny Coast, mostly offering accommodation on a time-share basis, but in 1987, Suncrest changed the market’s dynamics with mass tourism becoming a norm for the island.

This pioneering mentality influenced trends and transformed the tourism product Malta could offer, and through my goals and actions I hope to make the same impression on the island’s hotel expectations and needs today.” Claire shared that the scope behind her development in the hotel and hospitality sectors is to provide quality concepts that not only allow for the brand to be a leader in the market, but also to provide the country with options that satisfy every genre of travel; whether niche or mass market.

“My role in the company is to strategize operations to ensure that the 7 hotels and 13 restaurants currently under my directorship, are all offering something we, as a Group, can be proud of. Two of the most important factors that fuel my creativity and drive in the job are versatility and innovation. Offering a unique or niche experience through our hotel collection positions the brands strategically in the market.”

Currently our operating hotels all offer a competitive edge providing options to opposite ends of the spectrum. The 4-star Victoria offers an experience where urban life, entertainment and culture are the focus of the staysimilar to The Palace’s 5-star experience a stone’s throw away. Both located in the heart of the island’s prominent shopping district of Sliema and within walking distance of the sea, urban city life blooms, peppered with chic cafés and stunning views to enhance the experience.

While the level of hospitality and professionalism is met across every hotel part of AX Hotels, for a more tailored and personal experience, Rosselli AX Privilege and AX The Saint John are focused on that boutique experience, targeting two different audiences while located in the same street. Rosselli focusing on the up-market human element for the sophisticated traveller and The Saint John targeting the independent traveller.

Further up north in the coastal town of Qawra is Sunny Coast, a family-friendly aparthotel with leisure facilities and award-winning dining options, all under the AX Hotels brand, located in the vicinity.

My principles in directing AX Hotels are firmly set on adjusting the product to suit the demands of the market, updating older business models and even providing new products and services to the industry.” It is widely known that 1 of the current 7 hotels under Claire’s directorship, Seashells Resort at Suncrest, is undergoing a massive rebranding and redevelopment which is set to transform and regenerate the seafront promenade of Qawra.

Included in the redevelopment is the introduction of 8 newly developed, chic and innovative food and beverage brands offering a multitude of cuisines and dining styles targeting various guests. Through this venture, AX Hotels is able to offer added value for every traveller yet keeps the focus on quality at the core of the 4-star destination.

“With the new projects on plan today, we’re hoping to provide Malta with the exciting Qawra destination set to open in 2023 and Verdala in Rabat, planned to open in 2024 with a whole new concept, not only in Malta but also in Europe, that will be entirely focused on wellness.”

Claire’s motto is that pushing boundaries will take you far. Her aspiration to always place quality in the human aspect above anything else and her strive to learn, motivate and adjust to market trends, needs and expectations is how she manages to achieve great feats in the industry. “Originality is also such an important factor, being new or different adds value to Malta’s tourism offerings and with the influence of social media conditioning a brand’s success, offering quality and accessibility is a must.

Gaps in the market are meant to be filled, on the island and internationally.” With the company’s firm pillars of creativity, determination and integrity, as seen through Claire Zammit Xuereb’s vision, an optimistic future will surely be cemented in Malta’s hotel and F&B industry.