Elevating Malta’s hospitality scene with innovation and vision

Claire Zammit Xuereb’s story is one of passion, innovation, and an unyielding commitment to excellence in the tourism industry that she loves so much. As the Director of AX Group’s hospitality segment, Claire has been a pivotal force in transforming Malta’s hospitality industry – just like her father Angelo Xuereb before. Her journey – deeply rooted in her upbringing, education, and an innate ability to read the market – is nothing short of inspiring.

Claire’s introduction to the hospitality industry began at a young age. “I was brought up in the hotel industry from Day One,” she smiles, recalling her early years running around the Suncrest Hotel in Qawra with her brother. “I was immersed in it and, from the moment I became active in it, had a great thirst to add more value to the sector. I wanted to innovate and to raise the bar on all fronts.

Her early exposure ignited a passion that led her to study hospitality management in Switzerland, equipping her with the formal knowledge needed to further elevate her family’s already flourishing brands – household names that include the Suncrest, The Palace, Palazzo Capua, and The Victoria in Sliema and, Sunny Coast in Qawra.

Driven by her own passion and commitment to innovation, Claire is deeply invested in creating new concepts and brands that cater to diverse markets and audiences. This creativity is exemplified through the introduction of new brands such as the recent additions to the ever-growing AX hospitality brands’ portfolio; the super premium Rosselli AX Privilege, the trendy AX The Saint John Hotel, the ODYCY destination concept, Mamacita Latino Bar, Medusa Sky Bar, Trattoria Riccardo and Minoa Mediterranean Fusion amongst others.

Reflecting the ethos of AX Hotels, she embodies their statement: “With quality, innovation, and creativity instilled in our DNA, we offer diverse hospitality experiences to guests from all walks of life, worldwide.”

In fact, throughout the growth and development across the Group, Claire’s own professional journey has been marked by strategic decisions that have consistently pushed the boundaries of what is possible in hospitality locally. Today, her role extends well beyond managing the hotels in the Group’s portfolio – she focuses on developing new concepts and experiences and nurturing a team that can bring these visions to life. “My business is a people business,” she emphasises. “The people you employ inside that business make it or break it. I am thrilled with the way our team has proved time and time again that they ‘make it’.”

One of Claire’s significant achievements is the transformation of the Suncrest into ODYCY Malta over the last decade. It’s a project that stands testament to her ability to reinvent and rejuvenate, and one that really brings things full circle for her – from a child interested in hospitality, to an industry leader able to successfully build a brand from the ground up together with Joe Vella, General Manager of the AX Hotels, Qawra. “Our goal was to transform the Suncrest while filling a gap in the four-star market with a superior offering,”

Claire explains, reflecting on the phases that went into the hotel’s complete conversion. “Today, ODYCY – with its blend of leisure and business facilities – caters to a diverse clientele, ensuring both markets coexist harmoniously without compromising on quality. It’s part of a new era for Qawra, too,” she smiles.

That said, the rebranding from Suncrest to ODYCY was not without challenges, especially with her family’s emotional attachment to the original name. “It was a process to unite everyone around the change in brand,” Claire admits. Supported by a superb management team dedicated to excellence, ODYCY boasts a 9.4 rating on Booking.com, reflecting its success in delivering high-quality experiences at great value. “It was the right decision,” she says.

Looking ahead, Claire is equally excited about the Verdala Wellness Hotel project in Rabat, which promises to introduce a unique wellness concept to Malta.

“This project will combine luxury with deep wellness, offering a transformative travel experience. We will profile guests at the beginning of their stay, measure their inner balance, and tailor the experience to help them really achieve their wellness goals. It is an innovative approach that we believe will position Verdala as a true leader in the European wellness market and we’re very excited about launching it next year,” she says.

It’s clear that Claire’s approach to hospitality is deeply rooted in her ability to observe and adapt. She relies heavily on her intuition and capacity to ‘read a room’ and to create concepts that resonate with her target audience. “Everything comes from within,” she says. “I absorb my environment to a detail you probably wouldn’t imagine – and believe that’s what allowed me to identify market gaps and develop concepts that are both innovative and relevant.

“Gut instinct is absolutely critical in this industry,” she also stresses. “After all, no interior designer can come up with a concept for you unless you really know what you want, so I make it my job to be involved at every stage and deliver the brief in great detail to ensure that every detail aligns with our intended guest experience.”

For Claire, the core of her approach lies in adding value – be it to the guests that choose one of the AX Group’s diverse properties, to the market or to the community. “Adding value is everything,” she says, adding that it’s this philosophy that drives her to constantly innovate and push boundaries. “Our projects – whether that’s ODYCY, Rosselli or Verdala – are about providing meaningful and enriching experiences.”

Looking to the future, Claire anticipates significant changes in the hospitality industry in Malta, driven by evolving guest expectations and the need for authentic experiences. “People want to travel more than ever; they are looking for less duration, but much more travel overall,” she observes. “So, the key to staying ahead as both an industry and a company, is to be dynamic and agile, constantly monitoring and adapting to these changes.

“Meanwhile, as an industry, we must raise the bar on ‘Product Malta’, and we have to work together. It’s useless targeting Valletta for example as a top destination in Malta, when the standard of the immediate environment is not of an equal level. If we want to raise the bar for the island, we should all pull the same rope and do it consistently.”

And it’s this vision – not just for the AX Group’s own projects but for Malta as a whole – that continues to set Claire apart as one of Malta’s foremost hospitality leaders. “Nearly 50 years into the AX Group story, I am so proud that we continue to set new standards in Malta, offering exceptional experiences that resonate with both local and international guests. So, as we look ahead, I am confident that we will continue to shape the future of the sector, one groundbreaking concept at a time. It is an honour to be part of that,” she concludes.