HASSEN JOUHRI
General Manager
Marrakech
Summary
Award-winning Hotel General Manager with over 25 years of experience in luxury and resort hospitality across Morocco and Tunisia. Recognized for exceptional business turnaround, revenue growth, and guest satisfaction. Honored as one of the Top 100 Best Hotel General Managers Worldwide in 2024, demonstrating expertise in profitability, team leadership, and brand excellence. Customer-focused leader adept at driving operational excellence and strategic growth while fostering collaboration to achieve impactful results in dynamic environments. Known for meticulous planning, adaptability, and strong decision-making abilities, consistently delivering positive customer experiences that promote loyalty and repeat business.
Overview
26
26
years of professional experience
1
1
Certification
5
5
Languages
Work History
GENERAL MANAGER
Les Dunes D'Or Agadir / Atlas Hospitality
03.2025 - 07.2025
- Company Overview: Hotel Club 435 keys
- Led operations with 290 employees (Sales, Marketing, HR, Finance, Front Office).
- Supervised renovation project and improved guest satisfaction.
- Built a performance-driven service culture.
GENERAL MANAGER
TUI BLUE MEDINA GARDENS Adults Only
04.2018 - 02.2025
- Company Overview: Marrakech (182 Keys)
- +20% revenue growth through strategic initiatives.
- Oversaw 2018 renovation (10 million euro) & ensured brand compliance.
- Boosted guest satisfaction to Top 10 ranking.
- Transformed financial losses into profitability.
- Managed 180 employees with focus on excellence.
- In charge of development with 2 hotels taken under management within one year.
DEPUTY GENERAL MANAGER
ANEZI TOWER HOTEL & APPARTMENTS
02.2016 - 04.2018
- Company Overview: Agadir (255 keys and 80 apartments)
- Spearhead the implementation of new product standards, resulting in improved service quality.
- Raised occupancy from 23% to 65% in 2 years.
- Returned hotel to profitability through quality and sales improvements.
- Developed online business and negotiated major B2B contracts.
DESTINATION MANAGER
DESTINATION TOURISTIC SERVICES "Der Touristik", Tunis
11.2013 - 01.2016
- Company Overview: Travel agency affiliated with the German Rewe Group – Der Touristik
- Managed operations for major TTOOs (Der Touristik, Luxair, Dertour, Jet2, Kuoni...).
- Negotiated contracts & led international trade fair presence.
DIRECTOR OF SALES & MARKETING
ODYSSEE RESORT ZARZIS THALASSO & SPA ORIENTAL, ZARZIS
04.2010 - 10.2013
- Company Overview: Odyssee Resort Zarzis Thalasso & Spa Oriental a Hotel with Integrated Thalasso & Spa Center and Congress Center
- Oversaw marketing, sales, MICE, and online channels.
- Managed the hotel operation during summer 2012 in order to improve quality.
- Led B2B and direct sales strategies for both local and international markets.
CORPORATE DIRECTOR OF SALES & MARKETING
SANGHO HOTELS, TUNIS
09.2001 - 04.2010
- Company Overview: Managing 5 Hotels in Tunisia and Morocco, between 2002–2004, Sangho Hotels was franchised under Barcelo Hotels & Resorts
- Directed commercial & Marketing strategy across 5 hotels in Tunisia and Morocco.
- Represented the group at trade shows and negotiated tour operator contracts.
- Managed online distribution, marketing programs, and reporting.
- Temporarily acted as hotel manager when required.
INTERNAL AUDITOR
SANGHO HOTELS, TUNIS
06.2000 - 08.2001
- Settling audit and control of all internal procedures.
- Settling procedures for every hotel of the group: buying, food and beverage costs and revenues, management of rooms' costs and revenues, staff costs and internal processing of information.
- Establishing a central buying center for the group. Controlling accountancy.
SALES MANAGER
SANGHO HOTELS, TUNIS
08.1999 - 05.2000
- Assisting the Corporate Sales and Marketing Director.
- In charge of the local market.
- Management of the existing portfolio of the group: corporate, public associations and DMCs.
- Prospecting new clients on the local market.
MANAGEMENT AUDITOR
HOTEL L'ECRIN, HAMMAMET
05.1999 - 07.1999
- Elaboration of the budget and in charge of the financial department of the hotel.
- In charge of the financial department of the hotel.
- Setting of the audit processes and controlling of their good application.
- Preparations of the reports/ratios of the management control.
Education
DIPLOMA OF POST GRADUATE STUDIES - TOURISM AND HOTELS MANAGEMENT
INSTITUT DES HAUTES ETUDES COMMERCIALES IHEC
06.1999
DIPLOMA OF GRADUATE STUDIES - ACCOUNTANCY AND FINANCE
INSTITUT DES HAUTES ETUDES COMMERCIALES IHEC
06.1997
Skills
- Hotel Management & Turnaround
- Revenue & Profit Optimization
- Guest Experience Excellence
- Renovation & Brand Compliance
- Sales & Distribution Strategy
Operations management
Customer relationship management
Team leadership
Project management
Staff supervision
Certification
IELTS
Awards
TUI GLOBAL HOTEL AWARD: Quality Hotel winner 2021, 2022 and 2024, Received the Award for Top 100 Best Hotel General Managers in the World for 2024, organized by "Luxury Lifestyle."
Timeline
GENERAL MANAGER
Les Dunes D'Or Agadir / Atlas Hospitality
03.2025 - 07.2025
GENERAL MANAGER
TUI BLUE MEDINA GARDENS Adults Only
04.2018 - 02.2025
DEPUTY GENERAL MANAGER
ANEZI TOWER HOTEL & APPARTMENTS
02.2016 - 04.2018
DESTINATION MANAGER
DESTINATION TOURISTIC SERVICES "Der Touristik", Tunis
11.2013 - 01.2016
DIRECTOR OF SALES & MARKETING
ODYSSEE RESORT ZARZIS THALASSO & SPA ORIENTAL, ZARZIS
04.2010 - 10.2013
CORPORATE DIRECTOR OF SALES & MARKETING
SANGHO HOTELS, TUNIS
09.2001 - 04.2010
INTERNAL AUDITOR
SANGHO HOTELS, TUNIS
06.2000 - 08.2001
SALES MANAGER
SANGHO HOTELS, TUNIS
08.1999 - 05.2000
MANAGEMENT AUDITOR
HOTEL L'ECRIN, HAMMAMET
05.1999 - 07.1999
DIPLOMA OF GRADUATE STUDIES - ACCOUNTANCY AND FINANCE
INSTITUT DES HAUTES ETUDES COMMERCIALES IHEC
DIPLOMA OF POST GRADUATE STUDIES - TOURISM AND HOTELS MANAGEMENT
INSTITUT DES HAUTES ETUDES COMMERCIALES IHEC