Mariano Faz, CEO at AHM, on the Hospitality Market: "At The End of The Day, Hospitality Remains a People-Driven Business"

Interview with Mariano Faz, CEO at AHM - Ace Hospitality Management

Considering all your years of experience in the field, how can the experience in a hotel or restaurant shape a traveler’s overall impression of a city or trip?

I believe the experience a traveler has in a hotel—and particularly in a restaurant—plays an extremely important role in shaping their overall impression of a destination. Accommodation is one of the first decisions a guest makes when planning a trip, often carefully researched in advance. If, in addition, the hotel succeeds in attracting guests to its restaurant, the impact becomes even greater. Dining is often a memorable part of the journey, and when guests leave with positive culinary experiences, it naturally translates into stronger recommendations and a lasting impression of the destination. Hotels, therefore, have a unique ability to influence how a destination is perceived.

What are travelers looking for today, and how can we offer them more than just a place to sleep?

Today’s travelers are not simply looking for a bed; they are seeking experiences. Sleeping is a commodity, and what truly matters is everything that surrounds the guest journey—from the moment they enter the hotel until the time they leave. Our role is to ensure that the experience is simple yet enriching, leaving guests with fond memories, whether through the quality of the service, the warmth of the staff they interact with, or the excellence of the product itself.

In your perspective, what sets AHM hotels apart from others in the market?

I would mention several factors that distinguish AHM Hotels. First, our strong partnerships with leading international hotel brands. These brands have validated us as trusted operators, which is significant—not only do they recognize our expertise, they also reward us for consistently optimizing their profile and how we manage to drive stronger revenue across our hotels.

Second, our growing strength in the restaurant segment: through innovative concepts, we are attracting more guests to our outlets, turning them into genuine destinations.

Finally, the quality of our service stands out, as reflected in the consistently high scores we achieve on Booking.com and other major platforms.

AHM has partnered with ADHP to train hospitality professionals. What is the goal of this partnership, and what impact do you expect it to have on the sector?

One of the key challenges in our industry is attracting talent—a global issue, not just a Portuguese one. Our partnership with the Portuguese Association of Hotel Directors (ADHP) aims to address this by creating a six-month intensive program for aspiring hotel directors. We fully finance this initiative, allowing participants to accelerate their professional development and meet the high standards of service and performance we expect. In addition, the partnership provides us with privileged access to a pool of qualified candidates whenever we are recruiting, making it both a talent-development initiative and a strategic platform for recruitment.

How does integrating our restaurants with the local community strengthen the connection between our hotels and the region?

This is a very important topic and truly at the heart of our restaurant philosophy. Our restaurants are designed first and foremost for the local community, because locals are the ones who will return regularly. If we succeed in creating genuine local experiences that attract residents, hotel guests naturally follow, since visitors want to go where the locals go. These restaurants become authentic gathering places, strengthening the sense of community. At the same time, they serve as powerful marketing platforms, not just enhancing the dining experience but also elevating the overall reputation of our hotels. Ultimately, this translates into positive impacts on both restaurant revenue and hotel room performance, thanks to stronger word-of-mouth and local endorsements.

In a world where AI and technology dictate the function of daily life, how are these shaping the hospitality in the world, particularly in Portugal?

At the moment, the most noticeable impact of AI is not so much on day-to-day hotel operations, but rather on reservations and guest insights. Back-office technologies are helping us respond to guests faster and automate repetitive, mechanical tasks. Since AHM works with the world’s leading hotel brands, we also benefit from the significant advances they are making in AI—particularly in reservations, guest acquisition, and branding. So far, the effects are visible, but we are not yet seeing a disruptive impact on hotel operations, because at the end of the day, hospitality remains a people-driven business.

You often emphasize people-centered leadership. Why is this approach so important to the Portuguese hotel market, and how does it influence the way you lead AHM?

Hospitality is, above all, a people business. This is not just a cliché—placing people at the center is essential. When you truly understand each individual’s strengths and potential, you can ensure they are in roles where they can thrive. When people are able to develop their full potential in positions they enjoy, overall performance improves, job satisfaction rises, and their sense of belonging grows. This benefits not only the business but also the individuals, as they develop both as professional and personal, knowing they are adding value across the chain. Especially in Portugal’s hospitality market, team development is critical. There is no magic formula—it requires constant attention to where each person can grow best and specially leaving room for mistakes, where serves as a base to improve more in the future.

How do you see the future of Portuguese hospitality in the coming years?

I believe we are still only at the beginning of Portugal’s growth story in hospitality. The market is on a very positive trajectory, with double-digit growth across most segments. Yet compared to other developed hospitality destinations, Portugal still has untapped regions and extraordinary sites waiting to be discovered. With the upcoming expansion of Lisbon’s airport, demand will continue to outpace supply, further boosting growth. As infrastructure improves, Portugal will only strengthen its position. It is already becoming one of Europe’s and the world’s leading destinations, and I am very optimistic that it will continue to climb even higher in the global rankings.