SALIM TOUMA

GENERAL MANAGER / REVENUE MANAGEMENT EXPERT

RESUME

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BIRTHDATE 02-08-1977

PHONE NO +48500048814

EMAIL [email protected]

Know me better

15+ years’ success in leading business restructuring, crisis management and generating revenue for hotel brands, such as Marriott International, Intercontinental Hotels Group, Dusit Hotels & Resorts, Hospitality Management Holding Group and branded five- star hotels within senior management capacity.


An avid enthusiast for the hospitality industry, I have a track record spanning more than 24-years of positions in the field of revenue management, operations strategic planning, business turnaround, pre/re-opening & conversion in major international markets.

 

I have worked with all forms of stakeholders from private owners and independent properties, to international chain properties and food and beverage outlets. I have managed and led numerous hotel openings as well as rebrands, conversions and takeovers with both branded and standalone hotels.

 

My passion for F&B helped me create entertainment concepts that entice crowds even in a market as competitive as Dubai. I understand impeccable service and high-end food and beverage like few others, having learnt at the feet of masters at the Le Relais et Chateaux, Salmontni, and other boutique establishments. Nor I am a stranger to casual dining and nightlife, given that I was tasked with introducing authentic new concepts to a busy hospitality scene such as: Donatello Restaurant and Lounge- an upscale Italian restaurant in the World Trade Centre, Scarlet Cardinal- Sofitel, JBR, Dubai, Red Hot & Chili, and many others.

Achievements
My Expertise
Creative/Web

Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.

- Steve Jobs -

My Portfolio

I have been awarded throughout my career, working on exciting projects across the Middle East & Africa, launching, operating and servicing more than 40+ hotels with different capacities and star ratings.
I am proud to list hereunder some of my projects located across the GCC, Asia and Africa. 

I hope that I can be part of your success as well.

Contact Me

My Resume

Hotel General Manager
2022- PRESENT

HOTEL GENERAL MANAGER

HOTEL GENERAL MANAGER Grand Hotel Bucharest, Bucharest Romania                                                                                                                     257 Rooms 5 Star Hotel to be 404 Rooms

HOTEL GENERAL MANAGER     (2022 to Present)                  Grand Hotel Bucharest, Bucharest Romania 257 Rooms 5 Star Hotel to be 404 Rooms Grand Hotel Bucharest is iconic for luxury hotels in Romania. It is located in the heart of the city. The Hotel is a landmark for Bucharest, Romania. It was the city’s first skyscraper of any real height, and for more than 30 years the tallest building of it. The foreign press favoured it as a base during the Romanian Revolution of December 1989.

  • Spearheaded the rebranding of the property and the overall business restructure
  • Re-structured the hotels' organizational structure and reduced the high employee turnover post the rebranding
  • Planned the hotel a phased soft refurbishment project including rooms facelift, upgrading the conference halls and the ballrooms
  • Introduced 2 new food and beverage outlets
  • Changed the Hotel MIS including PMS, POS & full ERP system
  • Reduced Cost ratio By 32% compared to 2019 (during the hotel management tenure)
  • Restructured the sales department and introduced a Social Event management section which increased sales turnover in this segment
  • Setup the overall Ecommerce business for the hotel including a seamless connectivity between the PMS through channel manager to the major GDS, IDS, OTAs
  • Increase the hotel GSS score from 3.5 points 2021 to 4.3 points in 2023.

Director / Pre-Opening Special Projects

Pre-Opening Hospitality special Projects    Doha, Qatar In-charge of setting up and running the overall operations of Al Emadi enterprises Special Hospitality Projects 

   Pre-Opening Hospitality Special Projects    Doha, Qatar

  • In-charge of setting up and running the overall operations of Al Emadi enterprises Special Hospitality Projects
  • Prepare all the operations standards, services and operational workflow
  • Secure all the services subcontracts, laundry, catering, cleaning at competitive pricing which insures minimizing operational cost in a very high services demand period
  • Set up the manning structure and insured reducing labor cost by creating a sustainable employment strategy and integrating 3 main components, part time employees, full time employment and internship which reduced the overhead burden
  • Negotiated services contracts with multiple suppliers and ensured the highest quality services at reasonable cost.

2022- 2022
2020-2022

Pre-Opening General Manager

(2020 - present) 200 rooms Protea by Marriott Kotoka Airport, Accra, Ghana

  • Prepared the critical path plan and setup the road map for the hotel opening.
  • Conceptualized the hotel’s operations.
  • Prepared all SOE and FF&E list in accordance with Marriott International standards.
  • Setup the hotel’s operations infrastructure, IT, MIS and enforce the control measures.
  • Prepared the hotel’s pre-opening budget, manning guide and commercial action plan.

Head of Hospitality Division

(2018 to 2020) RDK Investment Dubai, UAE Head of Hospitality Division

Worked for the UAE based domestic business operating in the sectors of tourism and hospitality and real estate development. My main responsibilities were to oversee the entire hospitality division, including but not limited to overseeing and reviewing with the owners  the Renaissance Hotel Dubai performance.      

2018-2020
2018-2020

Cluster General Manager

(2018 to 2020) Al Marfa Pearl Hotels: Maisan Hotel DIP -253 rooms, Mirfa Hotel Al Dhafra -103 rooms, Liwa Hotel Al Dhafra -75 rooms,

  • Restructured the hotel organization chart and reduced overhead by 35% through aligning both the administration and sales functions.
  • Setup the  hospitality  centralized division of finance, purchasing, HR, sales & revenue.
  • Reduced expenses of 48% of the group through variety of cost cutting and productivity improving initiatives.
  • Achieved a breakeven GOP in the first six months of own employment and 58% GOP in the first module of the year 2019.

General Manager

(2013 to 2018) Donatello Hotel -132 rooms, Dubai, United Arab Emirates

  • Converted 78 units’ property from a stagnant hotel apartment to licensed four stars’ hotel with 132 rooms, while keeping the hotel operational and guest accessible.
  • Improved business revenue by 40 % by increasing the number of sellable units as well as food and beverage outlets.
  • Enhanced the revenue by restructuring room sizes and space as well as extra rentable space and accommodation units.
  • Reduced and controlled company expenses by restructuring the employees’ positions and introducing a job combination structure, which resulted in cost reduction by 28%..
 

2013-2018
2011-2012

General Manager

(2011 – 2012) Coral Boutique Hotel Apartment 78 Unites, Dubai, United Arab Emirates

  • Introduced an outside catering service
  • Achieved an ADR of AED580, the highest among all competitive set and achieved number 2 RGI.
  • Increased the online revenue contribution to 40% of the business.
  • Grew the business revenue to AED1.5M annually by launching two Extra food and beverage outlets.

Revenue Management
2009-2011

VP Sales & Revenue Management

(2009-2011) Hospitality Management Holdings 40+ Hotels across Middle East & Africa , Dubai United Arab Emirates

  • Managed the Revenue and Sales Department of 40+ Hotels and increased the Corporate Sales Business by 60 %.
  • Generated 2 million USD Business in per Year
  • Introduce the first of its kind 360-degrees E-commence department and generates 1.2 million USD Online business in the first year.

Director of Revenue Management

(2007-2009) Dusit Thani Dubai, 321 rooms. Dusit International, Dubai, United Arab Emirates

  • Managed a turnover revenue exceeding 120 million dirhams annually.
  • Assisted the head office  in rolling out a company wide commercial business plan standards.
  • Assisted in the opening of 2 additional Dusit properties in Dubai .

2007-2009
2005-2007

Cluster Revenue Manager

(2005-2007) Crown Plaza Muscat 200 rooms & Crown Plaza Salalah 156 rooms Intercontinental Hotels Group, Oman

  • Managed the total revenue generation of two Crowne Plaza Properties in Oman
  • Implemented the  hotels online new pricing structures and was of the first hotels company-wide to achieve a price parity across all channels
  • Achieved an online business contribution of  35% for Crowne Plaza Muscat

Revenue Manager

(2002-2005) Crowne Plaza Beirut -190 rooms, Intercontinental Hotels Group , Beirut, Lebanon

  • Setup the hotel's first revenue department
  • Introduced the Revenue Rooms in accordance with IHG standards
  • Achieved a 25% Online Revenue Contribution in the year 2002

2002-2005
End

Statistics

24years of experience
46projects completed
17cities
57640hours of work

My Services

I am specialized in maximizing revenues and identifying growth opportunities that benefited all the business stakeholders. I am seeking to leverage my exceptional company management, operational knowledge, sales & marketing, revenue knowledge and my leadership abilities in the new challenges. I am great at building teams and able to groom talents capable of tackleling the business in these difficult markets situation.
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Hotel Pre/Re-Opening

Hotel opening it’s an art by itself. And it’s not for the faint-heart.

There is so much uncertainty in this phase that can cause substantial delays and negative financial impact.

I can help you face the challenges, minimize the risk of budget overspend and prepare the property for its first year of operation.

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Revenue Management

Helping you optimize all revenue streams, while balancing profitability.
Bottom-lines up. I’ve got this!

I have an extensive experience in the hospitality industry with major brands, independent hotels, as well as providing forecasting and budgeting through renovations, re-brandings and grand openings.

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Sales & Marketing

Keeping up with the changing landscape of S&M trends can be confusing, so why not put me to the test?

The market has changed considerably in recent years, with the introduction of digital marketing strategies and online booking portals, more than half the world’s population connects online..

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testimonials

He is able to transform the organization he works for.
MADGE WALAS.
He is a person who knows his field very well and is very dedicated to his job.
ANDREW CORNELIO.

Blog

/Our Journal

Uncategorized
Sep 11

Hello world!

Welcome to WordPress. This is your first post. Edit or delete it, then start writing!

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Contact

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