In a world where hospitality demands not only operational excellence but also genuine human connection, Issam Ajouz, General Manager of Hilton Amman, stands out as a leader of vision, resilience, and heart. With over 30 years of industry experience across boutique properties, beachside resorts, and city landmarks—including four successful hotel openings—Issam has become synonymous with transforming places, teams, and guest experiences. 

“I’ve worked in city hotels, luxury hotels, ski mountain resorts, and beachside destinations — each one teaches you something new,” he shares. “But the principles stay the same: people first, purpose always.”  

From the Ground Up 

Issam’s journey into hospitality wasn’t scripted from the top; it was built from the ground up. Immersed early in every department’s operations, he developed a rare 360° understanding of hotel life. He has held leadership roles in 12 cities across the Middle East, North Africa, and Europe, operating under six major hotel brands. His rise through the ranks has been marked by adaptability, strategic insight, and a relentless pursuit of excellence. 

A defining chapter began with Hilton, whose values of integrity, service, and leadership deeply resonated with him.  

“I connected with Hilton’s culture — it felt like a natural fit. Transforming Grand Millennium into Hilton Amman has been one of the most rewarding chapters of my career. Converting an existing, operational hotel with inherited challenges and team dynamics is far more complex than opening a new one from scratch,” he explains. 

Leading with Impact 

At Hilton Amman, Issam has revitalized the property, positioning it as a dynamic hospitality hub for both locals and international guests. He led the transformation of its food and beverage outlets into vibrant lifestyle destinations, driven by his belief that “F&B is more than dining — it’s storytelling in a unique way.”  

“At Hilton Amman, we’ve introduced theme nights, immersive dining experiences, and curated playlists that create emotional engagement. Even our uniforms are chosen with intention,” he adds. 

Menus now reflect local authenticity, music playlists are designed to stir emotions, and lighting and scent are orchestrated as thoughtfully as the service itself. “It’s the little things that stay with guests — how you made them feel,” he says. 

A Transformative Approach to F&B 

Issam sees food and beverage as a canvas for creativity and connection. Under his leadership, Hilton Amman has launched culinary experiences that celebrate local culture, such as Jordanian tasting menus, storytelling-themed dinners, and collaborations with regional chefs. 

Championing Wellness as a Core Value 

Issam also champions wellness as a core pillar of hospitality—not merely a luxury. At Hilton Amman, wellness is woven into the guest journey, from spa design and nutrition-forward menus to mindfulness offerings and locally inspired treatments. 

“Wellness is infused throughout the experience,” he says. “For example, we offer locally sourced herbal teas in-room and bespoke sleep rituals that help guests feel restored.” 

“Guests today seek connection, restoration, and meaning — not just a room,” he explains. 

Service Under Pressure 

Perhaps Issam’s most poignant leadership moment came during his time in Beirut, where he led Hilton properties through the aftermath of the devastating port explosion and financial crisis in 2020. 

“Seeing my team rise above fear to serve others with huge smiles, offering food and financial support to affected communities, reminded me why we do what we do,” he recalls. “That wasn’t leadership by title — it was leadership by service.” 

A Vision for Hospitality’s Future 

Issam’s leadership philosophy aligns revenue strategy with guest experience. “Profitability and satisfaction aren’t in competition — they go hand in hand,” he explains. 

Recognized for his sharp eye on revenue management, he emphasizes agility, data-driven insights, and emotional resonance as the keys to success in today’s fast-evolving market. 

He was awarded Hilton’s ‘Shining Star of the Year’ for EMEA GMs in 2020, honoring his ability to balance revenue targets with exceptional guest satisfaction. His properties have consistently exceeded KPIs, including surpassing competitive sets within the first months of opening and achieving guest satisfaction scores ranked among the highest in the region. 

At Hilton Beirut Downtown, he earned the “Zero to Hero” recognition after breaking records and outperforming the competitive set in under three months—an achievement that became a regional benchmark. 

Mentoring Tomorrow’s Leaders 

Today, Issam is equally committed to developing future leaders. He actively mentors emerging hospitality talent, involving them in strategic discussions and challenging them with real-world scenarios. 

“I look for people with curiosity, character, and emotional intelligence,” he says. His message to aspiring leaders is simple: “Don’t wait for someone to light your fire. Be the spark.”