Exclusive Interview: Shaileen Jiwa on Luxury Hospitality at Gem Forest Hotel Nairobi

Could you provide an overview of Gem Forest Hotel and highlight what makes it stand out?

Gem Forest Hotel is definitely very special. Firstly, it is the Gem Forest Hotel MGallery in Nairobi, which is a flagship MGallery hotel for Africa. It is the first in Africa under Accor management, making it unique for Kenya and Nairobi as it introduces the MGallery brand. MGallery hotels are exceptional because there are very few of them worldwide. We are now part of a collection of only 126 hotels, each with a distinctive design. None of them look alike, which aligns with my passion for unique hotels. This uniqueness makes it very special to the city, offering a design concept and brand identity never seen before here.

The brand pillars are very strong, and one that stands out is “committed to her” which is particularly special to me. When I started as GM, I was one of the very few women in this position, and actually the only one in this category of hotels. Over the years, seeing more women rise to similar positions has allowed me to empower more women in the industry. This aspect adds another layer of significance to the hotel.

Additionally, the hotel’s story is special, stemming from the family ownership, with their core business values reflected in every element of the hotel, from colors to design to the overall story. I love the element of storytelling, which is integral to the hotel’s charm. Overall, I believe this is about to be a very special hotel.

What is your perspective on the tourism industry here in Nairobi? What are the latest trends?

Looking back at previous years, I noted that the industry was becoming more competitive, and it definitely has. There are now many more brands entering the market compared to before. Hospitality in this country and city has evolved significantly, and owners are increasingly willing to invest in luxury. This trend is evident as we see a rise in luxurious brands alongside the established power and budget brands. People are now more open to experimentation, which is exemplified by unique and interesting offerings even within established districts like the diplomatic district.

The industry has become quite unforgiving and uncomfortable, in the sense that it is no longer about sticking to the expected. The curiosity of the upcoming generations leans towards the unexpected. Hotels and hospitality providers need to offer unique, experiential stays to remain relevant. If the experience is not memorable, it becomes uninteresting. I think the way we are changing is that we are not just offering a hotel room with a bed and a good shower; we are offering a complete experience. If there is no story to tell, there is no interest anymore. People want to spend on an experience, not just a room, a bed, and a shower.

The clientele is changing, whether it is business or leisure travelers. The demand is shifting towards hotels that offer something different and engaging. Overall, the tourism industry here in Nairobi is becoming very interesting as it adapts to these new expectations.

What kind of clientele are you focusing on, and how do you ensure high levels of guest satisfaction?

First of all, our hotel is positioned in the diplomatic district, the blue zone, which naturally attracts diplomatic missions and the UN, as we are in that vicinity. So, corporate business is definitely a primary focus. However, we also want to attract leisure travelers and those who combine business with leisure, or “bleisure” as it is commonly termed these days.

We aim to attract people through unique experiences, such as the activations we do in the hotel, our top-tier F&B offerings, and world-class mixology. We want to appeal to those who come to the city specifically to experience the uniqueness of Gem Forest Hotel. Ideally, we aim to maintain a vibrant atmosphere throughout the week, not just from Monday to Thursday. I want weekends to be just as buzzing, creating a dynamic environment where people can enjoy our outlets and spaces both after work and during leisure time.

There is often a misconception that boutique hotels only attract an elite market. However, we can appeal to the unique business traveler seeking luxury and something beyond the standard hotel experience. For example, our rooms are not conventionally square, which has been noted during tours. This uniqueness is intentional; we aim to provide a rounded, distinct experience.

Primarily, we are targeting corporate clients, but we also want to elevate our meeting spaces to offer a unique setting. Meetings should not just be about morning breaks, lunches, and tea breaks. We want to integrate the MGallery concept of “M moments,” allowing guests to create memorable experiences, whether they are here for business or leisure. This could include offering a teaser cocktail, an activation with a mixologist, or a mindfulness session with our spa team during meeting breaks. Our goal is to make every aspect of a stay or meeting experiential and memorable.

What kind of marketing strategy are you using to attract guests to the hotel?

We are in a generation of social media, which is probably the most powerful form of marketing today. However, we have not abandoned traditional methods like billboards. Even with billboards, we have taken it up a notch; our billboards are not typical. They are designed to make people stop and stare. I would not be surprised if someone backs up their car to take a second look. It starts with our team and our creative agency, who think outside the box. I often come up with ideas early in the morning and, even if I am not sure they are possible, we come together to discuss and see if we can bring any component of it to life.

Our strategy includes unique activations, social scenes, and events that stand out from the rest of the city. We do not want to do the same things everyone else is doing. I do not want to put out a two-for-one special just to bring people in. Instead, I want to offer something truly special.

We aim to use the uniqueness of raw experiences. A lot of our marketing will come from the heart. We want to put out messages that touch people emotionally and bring them here to experience that same emotion. Our marketing is not just about shouting who we are, but about conveying what you might experience if you come here. When guests visit, we provide them with something they have never experienced before, so they leave with a feeling of wanting to come back for more, curious about what they will discover next. This is the kind of marketing we will continuously do through all these touchpoints.

Could you tell us about the upcoming projects planned for Gem Forest Hotel? What can clients expect to discover when they return?

Well, there is always that element of surprise. If I tell you everything now, it will not make sense, but I can say that anyone who comes here will experience an element of luxury and lifestyle uniqueness, with umami in every bite of their food. Everything will have a story. Everyone will have a story. We aim to create stories with our guests, connecting with them in ways that draw them back for more. It is not just about one experience; it is about repeating experiences in unique ways. For example, if you have a specific way you like your coffee, we will serve it to you that way, but with a little twist each time to keep it fresh and exciting.

We want our guests to leave here talking about their experiences and sharing them with others. Emotions are deeply tied to these experiences, and I feel emotional just talking about it. From the start of this brand to where we are now, everything has connected with me emotionally, and I have shared that with my team. They do not need a book to learn how to deliver these experiences; they find their own moments within it.

Without giving away too much, I can say that everything will be unique, and we aim to keep each experience distinct. Most importantly, we want to bring the MGallery brand to life. It is a brand that is not very well known, which is a challenge, but we are excited to tell the MGallery story through Gem Forest Hotel. The passion of the owners in creating this hotel, combined with the unique aspects of the brand, brings everything to a whole new light. This is something we want to do exceptionally well.

What has been the relationship between your project, which is very specific, and Accor, given it is a huge international brand?

Interestingly, when the hotel was first conceptualized, the brand was not attached to it; it was envisioned as an independent hotel. However, the ownership soon realized that an affiliation would be more beneficial, so they sought the right brand to partner with. Accor was already well-established in the city with other successful hotels, and among their 55 brands, MGallery emerged as the perfect fit.

MGallery’s boutique collection of unique hotels aligned perfectly with the vision for this hotel, adding a distinctive touch to their portfolio. Being in this part of the world, and with no existing MGallery presence here, it made the partnership even more exciting. Showcasing a beautiful country like Kenya through a hotel that is part of a boutique collection adds a special element. Nairobi’s vibrancy and Kenya’s personality enrich the hotel’s appeal.

From a brand perspective, Accor has been a great support. The brand itself has evolved this year, and we were among the few hotels to participate in that evolution. This included updates to the brand’s identity and marketing elements, providing us with opportunities to showcase Gem Forest Hotel and MGallery on international platforms. It is an exciting and unique venture.

What is your inspiration? What drives you to do what you do, and what is your philosophy?

I once mentioned on Instagram that hospitality is an art, and I consider myself a “heartist”. This term signifies a deep commitment and exceptional dedication to the field. 

What drives me is my passion for creating memorable and unique experiences. I have evolved beyond wanting to work in brands that are very cookie-cutter or done by the book. I find greater satisfaction in boutique environments where I can infuse my personal touch. This could mean crafting a drink spontaneously based on a guest’s preferences or creating a dish inspired by a conversation. It is about bringing a personal and unique element to everything I do, which makes the experience stand out.

When I had the opportunity to open Gem Forest Hotel, it was the feminine and ethereal design that initially attracted me. The hotel’s design is elegant and unique, and it perfectly aligns with my vision. Another key factor was the ability to empower women, which is a crucial aspect of our brand’s values. The idea of contributing to a brand pillar like “giving back to the community” is also very important to me. I love helping people and being able to give back through my work in hospitality adds a meaningful dimension to what I do.

Opening hotels has always been a passion of mine, and the continuous challenges that come with it keep the experience fresh and exciting. The process of starting from scratch and seeing a new hotel come to life is incredibly rewarding. Working with a team that shares the same passion and dedication is crucial. It is about finding people who are equally enthusiastic and committed to making the experience special.

One of the most exciting aspects of this job is the unpredictability of each day. You start your day with a plan, but it often evolves into something entirely different. You might meet a new person, have a spontaneous conversation, or make last-minute changes that improve the guest experience. For example, you might decide to try a new drink or change a design element on the fly. The constant change and the ability to innovate keep the job exciting.

The joy and satisfaction I derive from this work are truly dazzling. It is a feeling that fuels my passion and drives me to continue in this field. I do not see myself stopping anytime soon. As long as I can, I will keep going and continue pursuing my passion.

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