Olivier Francais, a seasoned hospitality professional with extensive experience in launching prestigious properties worldwide, is now the General Manager of Avari Hotel in Lahore. In his conversation with Mindful, Olivier shares his vision for transforming Pakistan into a top tourist destination, drawing on his successful stints in Kenya and Saudi Arabia to set new standards of excellence in hospitality.
How has your experience been in the hospitality sector?
My experience in the hospitality sector began a long time ago. Growing up in the tourist-rich country of Morocco likely influenced my career choice. I’ve worked in many countries across Africa, the Middle East, Central Asia, and Europe, visiting 25 countries in total. Each place offers unique opportunities to discover new people and cultures, which has been invaluable for my professional and personal growth. This journey has opened my eyes to new things and enriched my experiences, making it a truly great adventure.
Tell us about your experience here in Pakistan?
I came to Pakistan in 2019 and started as a manager at Avari Towers and Beach Hotel in Karachi. After four years, including two years affected by COVID, I moved to Lahore by mutual agreement. I’ve now been in Lahore for one year.
What made you choose Pakistan?
Having traveled to numerous countries without hesitation, including Nigeria, which was enriching both in business and meeting new people, Pakistan stood out as my first Asian destination. I was drawn to experience its rich cultural heritage, being home to one of the oldest civilizations in the world. The country’s natural beauty and history fascinated me greatly.
So how’s the hospitality sector in Pakistan according to you?
The hospitality sector in Pakistan is starting to bloom, but there’s still a long way to go. Compared to regions like East Asia and sub-Saharan Africa, hospitality here is less advanced, but the potential is immense. Pakistan boasts a rich history, spectacular landscapes, some of the world’s highest mountains, and numerous monuments. Its unique position between East Asia and Europe has made it a crossroads of civilizations, adding to its allure. Now, tourism is finally gaining importance.
I come from a country with 15 million tourists per year, so while we’re currently far from that number, the potential here in Pakistan is immense. We need to develop more infrastructure, as many cities lack highways, but this is a new sector for Pakistan and has great potential for growth.
And what about the people of Pakistan?
The people of Pakistan are incredibly nice and hospitable. However, to develop the country’s hospitality sector, we need to provide more training. Although Pakistan is not traditionally known for its hospitality, this is changing. It’s crucial to focus on training and interaction with department heads and hotel teams to build this industry.
Under Avari, how do you recruit and train people?
We focus on two main aspects. First, we value our existing team, who have the longest tenure, because our group’s core concept is to care for people, whether guests or team members. When recruiting, we seek young talent, often from hospitality schools. Once on-board, we provide continuous training and development to nurture them into the new generation of hospitality professionals.
What do you think are the 3 most important skills to have if you’re coming to the hospitality sector?
First, you must love people; if you don’t enjoy interacting with others; this isn’t the job for you. Second, you need to be committed. Finally, have confidence in yourself and your talents. Whether in the kitchen or housekeeping explore and develop your skills as much as possible.
So, talking about tourism and hospitality in Pakistan, what steps do you think we should take as a country, both legally and at the state level?
As a foreigner, this is just my opinion, but I believe Pakistan needs to open its doors and promote itself and its infrastructure. Improvements are needed in areas like transportation; for instance, I took a train from Bahawalpur to Karachi that was eight hours late, which isn’t acceptable to international tourists. The country should focus on developing its team and nurturing young talent. Pakistan has incredible potential and now is the time to place the right people in the right positions to lead the hospitality sector. I’m optimistic about Pakistan’s future and believe it can attract 15-20 million tourists per year. It’s all about promoting the brand called Pakistan and making the necessary improvements to achieve that.
What’s your plan for the coming years? How do you want to see Avari grow?
The Avari Group is growing rapidly. We’re opening new hotels in Skardu, Gujranwala, and Gilgit. Soon, we’ll have 11 properties across Pakistan, from Islamabad and Faisalabad to Karachi and the new cities I mentioned. We’re focusing on expanding within Pakistan by developing two brands: Avari Hotels, like the one in Lahore, and Avari Express, a 4-star hotel in Lahore’s Gulberg area. Our projects and work are clearly defined, and my focus remains on the group’s development.
