What is it like to work in one of the most vibrant and magical places in the world? We interviewed hotelier Sven Van den Broeck, Managing Director, EMEA at Aman.
Marrakech is a hidden object for the eyes, ears and nose. Here, adventure lurks around every corner of the medina, this wonderful place of people, smells and spices that always seems a little like a scene from a fairytale book. The walls of the Amanjena, an oasis of blooming gardens and warm colors, could also have come from the latter.
FACES: How did you get into the hotel industry?
Sven Van den Broeck: I enjoyed being a host from an early age. I got my first job in the hospitality industry when I was 13, working behind the bar at the local tennis club in my home country of Belgium and in a brasserie at weekends. I always enjoyed making sure that everyone was happy, and the generous tips for particularly friendly service motivated me to do even better. My passion then led me to the hotel management school in Brussels and finally to the cruise industry. For over five years, I worked as a head waiter, restaurant manager and assistant manager, traveled seven seas and had the opportunity to explore the whole world.
FACES: All her experience in the hospitality industry eventually led her to the Aman Group. How would you describe their vision?
Sven Van den Broeck: As far as hospitality is concerned, Aman is absolutely unique in the world. Attention to detail and personal service are particularly important here in order to create a guest experience that is second to none. The Group’s hotels are located in extraordinary places all over the world, where our guests find the space, peace and tranquillity that they are denied in their everyday lives. This is the highest form of luxury.
FACES: What do we absolutely need to know about the Amanjena in Marrakech?
Sven Van den Broeck: Many guests think that Amanjena is a replica of an existing palace or mosque in Morocco. This resort is the vision of architect Ed Tuttle, who traveled extensively in Morocco to be inspired by all the places and people there. With all these impressions in mind, he finally created Amanjena, our peaceful paradise, as we also call it. The Amanjena is a timeless masterpiece whose Moorish-inspired architecture often overwhelms our guests. My tip: visit our Moroccan restaurant at night when all the candles are lit and the moon is reflected on the surface of the water. This is pure magic!
FACES: What are the reasons we should definitely stay at the Amanjena?
Sven Van den Broeck: At Aman, the guest is at the center and this approach, combined with the unique architecture, exceptional location, privacy and hospitality of Amanjena, ensures an experience that exceeds all expectations. The medina of Marrakech is very lively and appeals to all the senses, and when guests return to the Amanjena after this experience, they understand why it is known far and wide as a peaceful paradise.
FACES: What aspects of your job in the hotel industry do you find particularly exciting?
Sven Van den Broeck: I really enjoy the fact that every day is different and that I have the privilege of meeting people from all over the world. You always have to be prepared for all eventualities: from bad weather affecting operations to welcoming special guests. All this can happen on the same day. It gives me pleasure to know that my team and I are working together to create unique experiences that our guests will remember forever.
FACES: What is the biggest challenge of your job?
Sven Van den Broeck: Being a hotelier is not a job – it’s a vocation or a passion. The responsibility we bear has two sides. On the one hand, we must ensure that our guests are well looked after and that their stay exceeds their expectations in every respect. On the other hand, the safety and well-being of our employees and guests is our top priority.
FACES: What do hoteliers need to think about that others don’t?
Sven Van den Broeck: Hoteliers have to be many things: Listeners, observers, patient, diplomatic and discreet, and they have to be able to solve problems. We must always put ourselves in our guests’ shoes in order to recognize their needs. You have to have a feeling and a passion for helping and serving others. There is this brilliant novel “Don’t Stop the Carnival” by Herman Wouk, which describes what the life of hoteliers really looks like.
FACES: What are you worrying too much about right now?
Sven Van den Broeck: My biggest concern is that, despite all the planning, something can always go wrong – and often at the most inopportune times. This is when the problem-solving skills of a hotelier and the cooperation of the whole team are required to find a solution as efficiently as possible.
FACES: What are you like as a boss?
Sven Van den Broeck: I would say that I am tough but fair in my role as manager. I have high expectations of my team and myself – it’s important to always go above and beyond.
FACES: What makes a good hostess?
Sven Van den Broeck: A good host can put himself or herself in the guests’ shoes and anticipate their needs or wishes so that he or she is always one step ahead of them.
FACES: What are your favorite guests?
Sven Van den Broeck: The guests who show the greatest respect for my friendly and passionate team, who do everything they can to make every guest’s stay special.
FACES: What annoys you about guests?
Sven Van den Broeck: It is important to always act respectfully towards other people. With age and experience comes the ability to put things in perspective. Even though there are some behaviors that upset me, I am able to put my emotions aside and handle any rare incident professionally.
FACES: What expectations do you have of your hotel?
Sven Van den Broeck: My aim is to always be the best hotel in the region where I work. I want to create experiences and memories that guests will remember far beyond their stay.
FACES: How have your guests’ expectations changed over the years?
Sven Van den Broeck: I don’t believe that the fundamental expectations of luxury gastronomy have changed. Today, there are many more options than ever before, which is why it is particularly important to guarantee a high and individual level of service. This also means that we respond to each individual guest very individually and pick him or her up as desired and expected.
FACES: What story are you dying to tell us?
Sven Van den Broeck: I had an actor as a guest who had previously played the role of a hotel manager. When he left, I handed him my business card and said to him: “From one hotelier to another.” We both laughed and he was very happy about this thoughtful gesture.
FACES: What do you look out for when you stay out yourself?
Sven Van den Broeck: I enjoy visiting other hotels and restaurants, but I admit that I find it difficult to completely switch off my sensors as a hotelier and enjoy the moment. For me, attentive and very personal service is of the utmost importance, and I always pay attention to this when I travel.
FACES: What separates a good hotel from a great hotel?
Sven Van den Broeck: It is the hospitality, passion and emotional intelligence of the staff that make the difference and have a lasting impact on the guest experience.
FACES: Where is your own bed today?
Sven Van den Broeck: I left home more than 20 years ago, and after living in Greece, the Turks and Caicos Islands, Vietnam and currently in Marrakech, I consider myself lucky to be able to call the “world” my home.
Amanjena
Olive trees and palm trees line the paths and provide shade for those seeking a break from the hustle and bustle of the alleyways of Marrakech’s medina on the grounds of the Amanjena. Surrounded by thick walls that pay tribute to the red city with their warm color, you will find the peace and quiet you need to really internalize Moroccan culture. Pavilions and maisons have their own gardens, private pools and plenty of space to be. With a view of the Atlas Mountains, the dishes made from local ingredients and the mint tea taste twice as good, which flows from the pot into the ornate glasses every day.
aman.com/resorts/amanjena
This is what Sven Van den Broeck from…
cruise ships:
I started my career in the cruise industry and believe that cruises offer a unique way to explore the world. I’m excited to see how Aman will redefine luxury hospitality on the water in 2027 with the launch of Aman at Sea, a luxury superyacht.
Buffet meal:
Buffets are very popular in the hospitality industry, but for me, a restaurant with a carefully crafted menu by an experienced chef offers a higher quality gastronomic experience, giving diners the opportunity to experience the best of local cuisine.
All-inclusive:
There are vacations for every type of guest. All-inclusive vacations offer convenience as all aspects – from flights to food – are included in a single booking.
Tip:
In the hospitality industry, this is an appreciated and recognized gesture that shows us that we have achieved a high level of service and that the guest has enjoyed their experience.
Dogs in the restaurant and hotel:
The demand from guests who want to travel with their pets has increased and the hospitality industry is responding with many hotels now accepting dogs.
Dress codes:
I would always recommend asking a hotel if there is a specific dress code that reflects and respects the culture of a destination.
TripAdvisor:
I believe this is one of many valuable online resources for guests and hotels alike: TripAdvisor provides the opportunity to give and receive genuine and unbiased feedback, which allows the hotel to understand what it has done well or where it needs to improve.
Online travel agencies:
In our digital world, online travel agencies are convenient because they offer travelers a wide range of travel inspiration to choose from.
Sustainability:
Sustainability is no longer an option, but a must. At Amanjena, we focus on intensive cultural exchange and an increasing appreciation of the circular economy. For example, nothing is thrown away if it is not suitable for a second life. Organic waste is turned into compost, and we have recently started working with a service that recycles our used cooking oil as bio-diesel.
Shortage of skilled workers:
The hospitality industry continues to face challenges due to the shortage of skilled workers. To attract and retain skilled talent, the industry offers comprehensive training and benefits packages designed to promote professional development and create a positive working environment. Every day offers new opportunities and diverse interactions when working in hospitality, and from my own experience, I believe it is a privilege to work in such a dynamic and exciting industry.
Take a look around the Hotel Aman website yourself.
Have you got the travel bug but can’t fly far away right now? No problem, there are also great hotels in the immediate vicinity.
Photos: © Aman
