Redefining tradition: Inside the bold reinvention of Salalah's first five-star resort

When Maher Bahsoun took the reins as General Manager of Crowne Plaza Resort Salalah in 2022, he wasn’t just inheriting a hotel — he was stepping into the legacy and heritage of Salalah’s first five-star property, one deeply rooted in the history of Oman’s tourism development.

Competition had intensified in recent years, with newer properties offering flashier amenities and sleeker architecture. Nevertheless, Bahsoun saw opportunity for something special.

 “My vision was to elevate Crowne Plaza Salalah into a premier destination that embodies the future of hospitality in Oman — where authentic service, forward-thinking innovation, and environmental sustainability come together seamlessly,” said Bahsoun in an exclusive interview with Gulf News.

 “But more than that, I wanted to honour our legacy while building something forward-looking, deeply rooted in local culture but built for modern expectations.”

Set on the pristine coastline of Dhofar, Crowne Plaza Salalah is the go-to destination for diplomats, dignitaries, and Gulf families seeking monsoon escapes. The property — spread across 45 acres of pristine beachfront and lush gardens — entered a fresh phase of transformation, which was committed to the strong foundations that existed before. From structural upgrades to service innovation, the resort embarked on a multi-phased strategy to modernise operations, enhance guest experience, and empower its people

 “We began by conducting a comprehensive assessment of the resort’s key areas, from operations to guest services,” said Bahsoun. “We continue to remain committed to building on the strong foundations already in place, while creating a clear strategic roadmap focused on elevating the guest experience and nurturing a people-centric culture.”

 Among the most visible changes were new padel courts — a nod to regional sporting trends — and a revamped wellness spa tailored to growing interest in holistic experiences. Less visible, but no less important, were improved staff facilities and internal training programmes.

 “Every investment had one goal: to elevate both guest and team experience,” he said. “It’s simple: happy teams deliver better service. If our people feel empowered, our guests feel it too.”

 By focusing on people-first leadership — championed by regular feedback sessions, an open-door policy, and peer-led innovation forums — the resort has cultivated a culture of ownership, creativity, and accountability.

 “I believe the best ideas don’t always come from the top,” Bahsoun said. “Innovation can come from anyone if you create a space where people feel heard, safe, and valued.”

From turnaround to transformation

The impact has been swift. Financial metrics improved year over year, culminating in a record-breaking 2024 performance. Guest feedback scores also rose, with high marks for service personalisation and staff responsiveness.

 “What truly made the biggest difference was the team’s belief in our shared vision. When everyone is aligned and motivated, even the most ambitious goals become achievable. We encouraged our team to think creatively, act decisively, and always prioritise the guest experience. This approach has led not only to financial growth but also to a deeper sense of purpose and pride in what we deliver each day.

 The results haven’t gone unnoticed. Bahsoun was recognised as Oman’s Best General Manager and the winner of the IHG IMEA General Manager Innovation Impact Awards.

 “These awards are humbling,” Bahsoun said. “They’re not a finish line — they’re a reminder of what’s possible when you lead with heart, purpose, and integrity.”

Looking Ahead

Now, the focus turns to sustaining momentum while future-proofing the resort. “We aim to position Crowne Plaza Resort Salalah as a regional benchmark by delivering exceptional, personalised experiences rooted in authentic Omani hospitality,” Bahsoun said. “Our vision aligns closely with Oman Vision 2040, particularly in promoting sustainable tourism and fostering innovation.”

"As we embrace the IHG’s Future Ready, we are committed to innovation, adaptability, and sustainability ensuring our resort is well-positioned for the future of the hospitality industry. Our next chapter is about deepening our roots while expanding our reach,” Bahsoun said.

“We want Crowne Plaza Salalah to stand as a regional benchmark, not just because we’re the oldest, but because we’re constantly evolving.” which emphasizes responsible business practices, digital transformation, and personalized service to enhance the guest experience.

Beyond internal improvements, “we are strengthening community engagement and local partnerships to ensure our offerings are not only world-class but also deeply connected to the culture and environment of Oman”, added Bahsoun.

This comprehensive approach ensures the resort is equipped to deliver memorable, high-quality service that reflects both authenticity and sustainability. “We are confident in our ability to establish Crowne Plaza Resort Salalah as a leading example of excellence in guest experience and hospitality innovation across the region.”

A new standard

As Salalah gains greater recognition and cultural tourism flourishes, Crowne Plaza Resort Salalah aims to lead the way as a standard-bearer for modern Omani hospitality.

 “Hospitality isn’t about chandeliers or marble,” Bahsoun said. “It’s about how people feel — from the moment they arrive to the moment they leave. That’s the legacy we’re shaping now — not just a beautiful property, but a place people remember and return to.”