It’s safe to say that 2021 is not turning out to be the year we had hoped for. After a tumultuous 2020, we were all determined to make this year a success. We had plans in place, ideas to improve our hospitality offerings, a new restaurant and menu concepts to launch, exciting marketing strategies to go … the works. We were ready to re-open our doors with open arms and treat our guests to even more unforgettable experiences in true AX Hotels fashion.
However, despite definite strides forward, the COVID-19 situation continues to play havoc with our industry. It seems that we’ll need to hold onto our plans for a brighter tomorrow, for a little while longer at least.
This entire experience can feel very disheartening. Believe me, I know. I’ve worked my entire professional life in the industry. It’s an industry I am extremely passionate about, an industry I’ve invested years in trying to improve and move forward for the benefit of this country I love so dearly. Our tourism sector remains the lifeblood of Malta and people from all over the world have come to know and love our little island for our big hearts and warm hospitality. It pains me to see this industry I care so much about grounded to a halt.
But I refuse to give up.
In our current situation, it certainly feels as if life is a boxing match. We are in a fight with this pandemic and the match is far from over. However, as every champion boxer knows, you only become stronger when you fall down and learn to pick yourself up again, round after round, no matter how many times it takes.
At this moment in time, I know there are parents juggling home-schooling, work meetings, and countless other work and life situations in between. I admire our front of house staff who continue to rise to the occasion to make sure our guests are still receiving first-class service; our maintenance teams who are keeping our properties in ship-shape condition; as well as our kitchen and catering teams who are working around the clock to deliver amazing dine-at-home experiences for our customers.
At AX Hotels, we have weathered good times and bad, ups and downs, and everything in between before. I have learned from experience to never give up. With hard work, determination, and vision we can face any challenges that come our way.
Claire Zammit Xuereb
Group Director AX Hotels
