‘Strive for nothing less than the best’ – Massimo J. Ellul, M&E Management Group CEO

A seasoned consultant and hospitality operator, Dr Massimo J Ellul, CEO of M&E Management Group and Mediterranean Hospitality Management, is currently steering his companies through an ambitious expansion phase. Following the successful launch of Noru Hotel Malta in 2024, Massimo plans to extend the brand internationally in 2025. Leveraging a global network built on decades of industry experience – and guided by his “nothing less than the best” philosophy – he aims to establish Noru as a distinctive player in the international market.

Dr Massimo J Ellul’s business journey began in the early 1990s during his studies at Cambridge. Recognising a gap in the Maltese market, he earned a diploma in marketing and continued his studies in the subject matter up to post doctorate level. “At the time, marketing was not widely recognised in Malta, and the university didn’t offer any courses in the field,” Massimo recalls. This foresight enabled him to seize the opportunity upon returning to Malta, resulting in many of the country’s top hotels becoming his clients.

Massimo’s career reflects his dual passions for marketing and hospitality. “I’m primarily a consultant by profession, but I’m also a hospitality operator. Hospitality is a major focus of the consultancy services we provide, both locally and abroad,” he explains. This expertise led to the creation of two complementary entities: M&E Management Group, a marketing and management consultancy, and Mediterranean Hospitality Management Ltd, a hospitality operator.

Philanthropy also plays a central role in Massimo’s life. As a dedicated voluntary activist, he serves as chairman of the St Lazarus Foundation in Malta and grand-chancellor of its worldwide operations, which comprise 15,000 members. “Originally focused on leprosy, the foundation has updated its mission to address contemporary societal needs, providing hospitality and philanthropic initiatives for vulnerable individuals and those with disabilities,” Massimo explains. His commitment to charitable work earned him the President’s Call to Service Award from President Barack Obama in 2011.

At the core of Massimo’s ethos is the Latin phrase nihil nisi optimum – nothing but the best. This motto, instilled in him as a schoolboy by his mentor, the “indomitable” Liceo Vassalli Headmaster John Michael Testa, underpins his business philosophy. Under Massimo’s leadership, M&E Management Group and Mediterranean Hospitality Management have evolved from local consultancy services into international powerhouses in the hospitality sector.

Over the years, the companies have expanded significantly, undertaking projects across Europe, the Middle East and the United States, and collaborating with both public and private sectors. “It’s been heartening to see our small, island-based business provide premium services to government operations around the world,” Massimo says proudly. One of his most notable achievements came in 2005 when he received the prestigious Freedom of the City of London – the first time the honour was awarded to a leader in marketing services.

Other career highlights include consulting on major events in the UAE, such as the Dubai Summer Surprises, the Dubai Shopping Festival and the Al Ain Flower Festival. He also led a three-year project in Slovenia to modernise and privatise the government’s flagship Sava Hotels & Resorts, managing over 21 properties.

In 2024, the company made a bold move by opening its own hotel, the Noru Hotel Malta in St Julian’s, marking a transition from consultancy to direct hospitality operations. “We aimed to create a four-star superior hotel that offered something unique,” Massimo says. The hotel showcases modern oriental design and décor, coupled with a commitment to five-star service in a deluxe setting. Its success has paved the way for the Noru brand’s global expansion, with plans for international growth in 2025.

This expansion comes amid a shifting business landscape in Malta. “Malta has managed to keep inflation and recession at bay while other countries have faced paralysis. This resilience, particularly in the tourism sector, has been remarkable post-pandemic,” Massimo notes. However, he acknowledges that changes are on the horizon. “The Government has been subsidising the public and private sectors for several years, but this will gradually have to stop,” he observes, anticipating challenges for businesses reliant on Government support.

Despite these challenges, Massimo remains optimistic about Malta’s business environment, emphasising the adaptability of local enterprises. “Malta’s small size allows businesses to adapt more quickly to changing market conditions than in other jurisdictions,” he says. He dismisses concerns of market saturation in tourism, noting that visitor numbers continue to rise. This trend aligns with the launch of Noru Hotel Malta and suggests an ongoing demand for high-quality hospitality services locally.

Massimo views industry challenges as opportunities for excellence. “For those of us committed to setting the highest standards in hospitality, these challenges renew our energy and commitment. Our goal is not merely to meet industry standards but to set new benchmarks for quality and service,” he asserts. This focus on quality and uniqueness helps the business stand out in a competitive and evolving market.

On a national level, Massimo advocates for enhancing Malta’s unique offerings to attract high-quality visitors. “As a business, we help our international clients optimise their product. Locally, we should be doing the same,” he explains. He stresses the importance of maintaining a proactive economic policy. “Thoughtful and systematic investment in our economy is essential. However, in a small economy like Malta’s, even minor policy adjustments can have significant ripple effects across sectors,” he cautions.

Looking ahead, M&E Management Group and Mediterranean Hospitality Management are set for further growth in 2025. The success of Noru Hotel Malta in 2024 has laid the foundation for the brand’s international expansion. “We’re actively seeking strategic partners to replicate similar hotel projects abroad,” Massimo reveals.

In 2025, the company will also focus on strengthening Noru Hotel Malta’s local presence, balancing the international tourist market with a strong local customer base, particularly during off-peak seasons. “We believe in the importance of the Maltese market and want local residents to enjoy our services and facilities,” Massimo says.

Reflecting on the year ahead, Massimo concludes, “2025 will present both challenges and opportunities, but with our team’s expertise and dedication, I’m confident we’ll navigate the hurdles and seize new opportunities to grow and succeed in the global hospitality market.”

This article is part of the serialisation of 50 interviews featured in Malta CEOs 2025 – the sister brand to MaltaCEOs.mt and an annual high-end publication bringing together some of the country’s most influential business leaders