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An Exclusive Interview with Lars Geweyer CEO of ALDAU Development Hospitality
ALDAU Development member of Sami Saad Holding is a prominent name in hospitality and real estate, spearheading innovative projects such as branded residences, setting high standards in the industry. At the helm of ALDAU Development’s Hospitality Division is Lars Geweyer, a distinguished German CEO overseeing all hotels and forthcoming ventures in Egypt. In an exclusive interview with He Properties, Lars shares valuable insights into ALDAU Development’s achievements and sheds light on the future trajectory of the hospitality sector in Egypt.
Mr. Geweyer’s passion for the industry is evident as he shares, “I come from a long line of hoteliers, with my great-grandfather, grandfather, father, and myself all deeply involved in the industry.” With hospitality running in his veins, Mr. Geweyer’s career took him through twelve countries across four continents before he found his calling in Egypt, where he has resided for the past twenty years.
ALDAU stands out as a proficient company by fully developing the real estate it operates on. When asked what drew him to ALDAU, Mr. Geweyer stated, “Our model, for sure, it’s attractive in that it combines ownership, development, and management under one roof with international hotel brands. We don’t just build hotels; we craft entire destinations.” Further elaborating on essential elements integral to ALDAU’s core existence, he mentions, “We strongly believe in the future of mixed-use developments, ultra-all-inclusive luxury, and a philosophy of minimal hierarchy. We maintain an open-door policy and prioritize clear communication. We differentiate ourselves by paying attention to very minor details, conducting thorough market surveys, and embracing 360-degree development and management.”
The development firm specializes in upscale offerings, focusing on niche hotels and excelling in unique quality service. Operating at such a high level of quality makes them open to challenges that other companies of lesser standards may not encounter. During the COVID-19 pandemic, which posed significant risks to businesses across industries, ALDAU also had to navigate these challenges. Mr. Geweyer remembers, “Like many others who had to close their hotels, we shuttered our properties in Hurghada for three months. Rather than adopting a wait-and-see approach, we proactively utilized all our resources to open the Hyatt Regency Cairo West.”
Further explaining their fundamentals, he says, “Our ethos revolves around persistent working, thinking, and planning to stay ahead of the game.” When asked what factors they consider when entering a new market, Mr. Geweyer explained, “Our analysis starts with the top market demand, delving deep into current and projected needs in hospitality services. Following closely is the economy, considering the area’s stability, growth prospects, and infrastructure. We then assess the regulatory environment, including ease of business, local laws, and the political climate. Understanding the competitive landscape is paramount, identifying demand, gaps, and opportunities for improvement to be a truly differentiator in the industry. Our long-term vision guides our strategic decisions, emphasizing clear communication within our management team. We firmly believe that transparent communication empowers employees to excel and exceed expectations.”
ALDAU is in a strong position emerging from the pandemic, showcasing many projects across Egypt. Presently, the development firm operates five hotels in Egypt & the United kingdom, with two more in the pipeline. They are also acquiring a new hotel in Hurghada, close to Steigenberger ALDAU Resort, that features three existing category-leader hotels, luxury, family and adults only hotels among the stunning coasts of Hurghada with over 1300 rooms. Yet one of their most impressive projects in development is internally referred to as the “GEM”. Situated in Giza, this grand project will feature 700+ rooms with stunning views overlooking the UNESCO heritage site of the pyramids and the Great Egyptian Museum. It will include the most oversized suites in town, introducing a new type of suite, the “Gentlemen Suite,” complete with a whiskey bar, and pools with panoramic views of the pyramids. Notably, it will also feature the first infinity pool overlooking the pyramids and the museum, offering unparalleled experience in the world.
When asked why they are focusing construction on the west side of Cairo, Mr. Geweyer explained, “The location of the pyramids is significant as they are situated on our land, which we have meticulously redeveloped as part of mixed-use complex that will include a cluster of hotels, starting with the opening of Egypt’s first art-lifestyle hotel, Hyatt Centric Cairo West in Q4 2024, branded residences, food and beverage hub, and retail spaces. The Egyptian government is prioritizing Giza as the new touristic capital. We acknowledge and appreciate the government’s efforts and are keen on being an integral part of this vision. Cairo will soon host one of the world’s most immense museums, a unique asset we aim to leverage to its fullest potential.”
The CEO’s role is an enormous responsibility amid all the ongoing activities effective leadership is crucial to bringing everything together cohesively. When asked how he remains motivated, Mr. Geweyer said, “The key is maintaining a positive outlook, viewing situations with optimism, and looking at the glass as half full. Stay open-minded, adapt to market trends, and remain alert for changes as life evolves. Embrace change, stay hungry, and work diligently to achieve your goals.” he further adds the value of partnerships in maintaining progress, “we’ve had a significant partnership with EBRD, NBE National Bank of Egypt, Hyatt Hotels, InterContinental Hotels and H World International. Having long-term visions and fostering partnerships is crucial. It enhances our perspective and plays a key role in our multi-brand strategy, paving the way for our major projects.”
As sustainability takes center stage globally, corporations in Egypt strongly emphasize environmental responsibility. ALDAU is at the forefront of this movement, as Mr. Geweyer elaborates on its commitment to eco-friendly practices. “It’s crucial to embrace new sustainable practices, including water reuse and energy-efficient methods.” he further states, “We must all harness the power of technology while also being mindful to give back to the environment we so consume.”
In the past decade, Egypt has witnessed remarkable progress, particularly in the tourism sector, as significant investments have been made to unlock its immense potential as a premier destination for travelers worldwide. When asked what he as a CEO, sees in Egypt, Mr. Geweyer informed us, “Egypt’s significant advantage lies in offering unparalleled world heritage experiences that are unmatched globally. With a climate boasting 365 days of sunshine, we provide one of the best year-round weather conditions. No other destination can match Egypt’s unique combination of climate and heritage. Despite our challenges, the future holds great promise for our nation.” Egypt is also adopting international tech trends such as AR, VR, and AI, recognizing their immediate relevance. Witnessing massive projects like creating new capital and acquiring Ras El Hekma for a complete destination design, along with developing a speed train, Egypt anticipates significant business enhancements for both the public and private sectors… Our industry’s ambitious goal is to double tourist numbers from 14 to 30 million within the next five years. While it presents challenges, we believe it’s within our reach.”
