Hi! I’m Salim

I am a strategic, results-driven hospitality expert, I specialise in business transformation, revenue growth, operational efficiency, luxury service, and market-leading brand repositioning.

Salim Touma

Hospitality General Manager

Pre-opening and Revenue

Management Expert

A dynamic and results-driven General Manager, I bring over 25 years of experience in luxury hospitality, with a strong track record of elevating hotel performance, driving revenue growth, and leading transformational business turnarounds across the Middle East and international markets. My expertise spans pre-opening, revenue management, operational restructuring, and strategic brand positioning, consistently delivering exceptional financial results and guest satisfaction.
 
Throughout my career, I have successfully launched, rebranded, and revitalized premium properties across the UAE, Qatar, Oman, Ghana, and Romania, leveraging an analytical, data-driven approach to maximize profitability while upholding the highest standards of luxury service. I specialize in turning around underperforming hotels, securing multi-million-dollar contracts, and implementing cutting-edge e-commerce and digital marketing strategies to amplify market share and RevPAR.

Experiences

Aug 2022- Current

Grand Hotel Bucharest

Hotel General Manager

Bucharest - Romania

Hotel Rebranding & Cost Reduction – Led a full rebranding, reducing cost ratio by 32% and decreasing employee turnover by 40%.
Refurbishment & Guest Experience – Managed a phased renovation, upgrading rooms, conference halls, and ballrooms, and launching two new F&B outlets.
Operational Efficiency & Digital Transformation – Implemented a new Hotel Management System (PMS, POS, ERP), achieving a 90% Revinate efficiency score.
Revenue Growth & Events – Established a social event management section, generating over €1 million in sales turnover.
E-commerce & Online Revenue Boost – Integrated PMS with GDS, IDS, and OTAs, increasing online bookings by 128% and improving the GSS score from 3.5 (2021) to 4.6 (2024).
🔗grandhotelbucharest.com

Feb 2022 - Aug 2022

FIFA Worldcup 2022 Fan Villages

Director Of Operations

Al Emadi Enterprises Doha-Qatar

Operational Excellence & Launch Success – Established all operational standards, services, and workflows for Al Emadi Enterprises' hospitality projects, ensuring a seamless and efficient launch.
Cost Optimisation & Vendor Management – Secured subcontracted services (laundry, catering, cleaning) through strategic negotiation, achieving 34% cost savings during high-demand periods.
Sustainable Employment Strategy – Developed a flexible workforce model integrating part-time, full-time, and intern roles, reducing overhead costs by 42%.
🔗alemadi.com.qa
🔗alhazm.com

Mar 2020 - Jan 2022

Four Points By Sheraton Marriott International

Pre-Opening General Manager,

Accra- Ghana

Hotel Pre-Opening & Project Management – Developed and executed a critical path plan, ensuring the hotel opened on schedule and within budget.
Operational Setup & Procurement – Designed and implemented all hotel operations, managing SOE and FF&E procurement efficiently and cost-effectively.
Infrastructure & IT Systems – Established the hotel’s operational infrastructure, IT, and MIS systems, integrating robust control measures.
Financial & Workforce Planning – Developed a pre-opening budget, staffing guide, and commercial strategy, ensuring financial stability from day one.
🔗marriott.com

Feb 2018 Jan 2020

Delta By Marriott Hotel DIP ( ex Maisan)

Cluster Hotel General Manager

Dubai- UAE

Revenue Growth & Contract Negotiation – Secured a high-value tour series contract, generating an additional $5 million in revenue across three properties.
Cost Reduction & Efficiency – Implemented cost-cutting and productivity improvements, reducing group expenses by 48%.
Organisational Restructuring – Optimised the hotel organisation structure, streamlining operations and lowering overhead costs by 35%.
Procurement & Financial Optimisation – Centralised purchasing, renegotiated supplier contracts, cutting operational costs by 28%, achieving breakeven GOP in six months and 58% GOP in Q1 2019.
🔗marriott.com

Dec 2013 – Jan 2018

Donatello Hotel Dubai

HOTEL GENERAL MANAGER

Dubai - UAE

Hotel Transformation & Upgrade – Converted a 78-unit stagnant hotel apartment into a licensed four-star hotel with 132 rooms, maintaining continuous operations.
Revenue Growth & Expansion – Increased business revenue by 40% through strategic room restructuring and the addition of rentable spaces and F&B outlets.
Cost Optimisation & Efficiency – Implemented cost-cutting strategies, reducing company expenses by 28% through staff restructuring and job combination initiatives.
Long-Term Revenue Security – Secured an advance purchase contract with an international tour operator, guaranteeing AED 2 million in annual revenue.

Jan 2011 - Jan 2012

CORAL BOUTIQUE HOTEL APARTMENT

Hotel General Manager

Dubai-UAE

Rapid Property Refurbishment & Revenue Growth – Completed a full refurbishment in six months, doubling annual revenue to AED 1.5 million, including the launch of two new F&B outlets.
Digital Marketing & Online Revenue Boost – Increased online revenue contribution to 35% of total business through strategic digital marketing initiatives.
Market Leadership & ADR Growth – Achieved the highest ADR of AED 580 among competitors, securing a #2 ranking in the Revenue Generation Index (RGI)
High-Value Contract Acquisition – Secured a lucrative Dubai Racing contract for two years by introducing an outside catering service, significantly increasing revenue and yield.

Jan 2009- Jan 2011

Hospitality Management Holdings

VP Sales & Revenue Management

Dubai -UAE

Corporate Sales Growth – Increased corporate sales by 60%, generating $4 million in annual revenue.
E-Commerce Expansion & Online Revenue – Launched the company’s first 360-degree e-commerce department, driving $1.2 million in online business within the first year.
Multi-Property Revenue & Sales Management – Oversaw revenue and sales operations across 40+ hotels, optimising performance and profitability across a diverse portfolio.

Jan 2007 – Jan 2009

Dusit Thani Dubai SZR

Regional Director of Revenue management

Dubai - UAE

Revenue Growth & Profitability – Exceeded annual revenue targets by 15%, leading to a 10% increase in overall hotel profitability.
ADR & Occupancy Optimisation – Increased ADR by 8% and occupancy by 5% through a dynamic pricing strategy.
Yield Management Success – Implemented a yield management system, driving a 12% revenue increase and a 7% improvement in TREVPAR.
Sales Strategy & Group Bookings – Developed a new sales strategy, boosting group bookings by 20% and corporate sales by 15%, adding $500,000 in revenue.
Leadership & Team Development – Led and mentored a team of 8 revenue management professionals, consistently exceeding performance goals while maintaining high morale and low turnover.

Jan 2005 – Jan 2007

Crowne Plaza Hotels ( IHG)

Cluster Revenue Manager

Muscat - Oman

Revenue Growth & Portfolio Optimisation – Increased cluster revenue by 12% by implementing a standardised revenue management system across Muscat and Salalah.
RevPAR & Occupancy Enhancement – Improved RevPAR by 4% through pricing optimisation and occupancy maximisation strategies.
Sales & Group Booking Strategy – Implemented a new sales approach, refining group booking pricing and lead management, driving a 20% increase in group revenue within one year.
Occupancy & Distribution Expansion – Increased occupancy rates by 25% by optimising online distribution channels and forming strategic partnerships.
Training & Talent Development – Designed and launched a custom training programme for the revenue management team, improving performance and employee retention

Get in Touch

    My Portfolio

    Throughout my career, I have garnered a collection of awards that have opened doors to remarkable opportunities, allowing me to spearhead transformative projects across the Middle East, Africa, and Europe. I take great pride in successfully launching, operating, and servicing over 40 hotels of varying capacities and star ratings, each one making a significant impact on the industry. My accomplishments showcase my unwavering commitment to excellence and the meaningful contributions I consistently make. Hereunder is a snapshot.