‘We want to build a legacy’ – Claire Zammit Xuereb

As AX Group celebrates its 50th anniversary this year – marking five decades of expansion, diversification, and growth – the company continues to build on its strong foundation under the leadership of Claire Zammit Xuereb in the hospitality and care divisions. The launch of the Verdala Wellness Hotel, the development of ODYCY’s Phase 2 as a key destination, and the consolidation of AX Care alongside the group’s smaller brands will further cement the family firm’s reputation as one of Malta’s business giants.

Established in 1975, AX Group is celebrating its five decades of success this year while maintaining a strong focus on the future, says Claire Zammit Xuereb, Director of Hospitality and Care. She embodies the drive and energy of the second generation, tasked with guiding the business forward. “My role is to ensure we are financially sustainable across all our holdings and to maximise output while paving the way forward for the company,” she asserts.

Over the past few years, Claire has taken on increasing responsibilities as AX Group’s sectors have evolved. Digitalisation and technological innovation have taken centre stage, and consumer preferences are constantly shifting, with sustainability high on the agenda.

“These shifts are reshaping our approach to hospitality, and AX Group is prepared to respond with a clear focus on value and quality,” she explains. “Data indicates that accommodation options will continue to expand over the next five years, which could lead to downward pressure on room rates to sustain occupancy. This trend may attract a different type of traveller. However, at AX Group, our strategy is centred on high-value tourism – drawing guests who seek distinctive, memorable experiences and are willing to invest in quality.’’

The Verdala Wellness Hotel in Rabat, perched above the pastoral fields in the island’s northern region, is a key project through which the company aims to achieve this. Its management and marketing will be a central focus for 2025. “With the Verdala Wellness Hotel, we’re entering a new segment of the hospitality industry – transformational travel. We’re offering a boutique, five-star hotel, designed as a sanctuary where guests can find balance. It will offer those constantly in the fast lane the opportunity to pause and focus on their mental, spiritual and physical health. Our staff customises each programme for guests, blending deep wellness with luxury – a unique combination we believe will put us on the international map.”

Claire and her team are responsible for ensuring the Verdala’s success. “I never work alone; my team is always by my side. This approach not only ensures continuity but also creates valuable growth opportunities for our staff. Building the right teams and balancing personalities is one of the aspects of my job I enjoy most. Even the most talented individuals can’t do it all alone; it’s the strength of the team and the balance of talents that allow us to succeed. This is crucial,” Claire asserts.

The launch of AX ODYCY Hotel in Qawra – formerly the Suncrest Hotel – is a testament to Claire’s team-focused approach. “The ODYCY is a prime example of what can be achieved with good management and a strong team. In 2009, I took on responsibility for the Suncrest, which, to be frank, had lost some of its former shine since its peak in the 1990s. We were advised to shut it down and build something more suited to today’s market, but both my father and I had a deep emotional connection to the hotel. It was where I started my career, and it holds a special place in our family’s history. Knowing how difficult it would be for my father to let go, I reassured him, ‘I’ll take care of it and bring her back to life.’

Together with our senior General Manager, Joe Vella, we committed fully to the project. In the first year, we broke even, and became financially sustainable, thanks to the collective efforts of our team. I can confidently say our management team has earned a black belt.’’

The property’s success inspired the family to continue investing in the property, transforming the old hotel into the new four-star AX ODYCY Hotel, inaugurated in 2023, with 2024 marking its first full year of operation. “The investment here was substantial, but it resulted in one of the greatest comebacks we could have hoped for. The ODYCY’s performance was our biggest success last year, and I attribute that to our management structure and our ability to monitor the market and maximise opportunities.”

Another element of Claire’s success is her belief in “the now”. She says, “we need to stay grounded and stay attuned to shifts both locally and internationally to shape our strategy. The gaps of today may not be the gaps of tomorrow, so staying relevant is crucial. Even once you’ve established your vision, you must be ready to adjust the sails and adapt to changing circumstances.’’

Despite her forward-thinking approach, Claire insists that AX Group is “not a short-term investor. We want to build a legacy.” Recently, the group has prioritised reducing its hotels’ carbon footprint, integrating technological tools and providing “hyperfocused guest experiences”. While these initiatives have boosted efficiency, they have also led to increased costs, which Claire believes will be balanced through strategic decisions in human resources. “The labour market will continue to be a challenge, but it’s pushing us to prioritise employee retention by improving the work environment and offering training and career development so that the best stay and thrive.”

The structure of the company has also been reassessed, Claire says. “We’ve geared ourselves for growth, strengthening our executive management team and central functions to be more efficient, which will allow us to expand our portfolio. With the ODYCY, we’ve developed an incredible range of skills and services that could benefit others. Over the next few months, we’ll be expanding our management contracts portfolio, collaborating with other hotels to enhance their market presence.’’

In the last quarter of the year, AX Group will also launch the second phase of ODYCY’s destination concept, while consolidating AX Care and the group’s smaller brands. “We’re revamping the Sunny Coast and Luzzu premises, with completion set for 2028. In the meantime, we’re continuing to build our ‘emerging brands’, such as the Mediterranean Fusion Restaurant Minoa, the adults-only Medusa Sky Bar, the unique Latino Bar Mamacita, and the more established brands such as the Cheeky Monkey Gastropub. I take pride in creating brands, and my goal is for these to become strong household names in Malta. You don’t create something just for fun; they have to have longevity.”

Claire believes that setting the right formulas in business is key to success. “Once we’ve thought a formula through and put it in place, we watch it closely to ensure it’s working. Our priority is to continue what we’ve started, keeping up with innovations and introducing new elements when appropriate. But I like to walk before I run; I prefer doing things step by step,” Claire concludes with a smile. 

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.