In-conversation: Axel Jehangir, GM, The Asa Maia
“My ideal hotel would have a combination of culture and adventure. An experience you can’t find anywhere else.”
Axel Jehangir had an international upbringing. Born in Finland, Axel's childhood was defined by his parents' diplomatic careers, leading to frequent relocations across continents. This instilled in him a deep appreciation for diverse cultures, a trait that would later become a cornerstone of his hospitality philosophy.
A serendipitous recommendation from a friend's mother led him to explore the world of hospitality which he knew little about then. Intrigued by the prospect of a career that would allow him to leverage his cultural experience and fondness for people, Axel decided to pursue a hospitality degree. He’s not looked back since.
How did you first get into hospitality?
“I bet you’ve heard the joke ‘by mistake’.
I wasn’t very academic in general. Most of the people I knew pursued economics, finance, or international relations. I knew that was not for me.
Growing up, my mother was a diplomat for Belgium. We lived in different countries every three or four years. I was born in Finland, moved to Denmark, then South America - where we spent a lot of time - and then back to Europe. I never stayed put for more than several years throughout my childhood.
With the jobs my parents did, we hosted guests at home frequently. That was my foundation in hospitality: make people comfortable through service. I also gained insights on different cultures.
At my friend’s mother’s recommendation, I went to study hospitality.”
How did you end up in Asia?
“I interned in Thailand during university, and I got bit by the Asian bug. I returned to Brussels to start my career, but quickly returned to Thailand. I thought I’d be in Asia for 6 months, but I’ve never left!
I spent 8 years in Thailand learning and progressing well in my career. I had fantastic opportunities in unique resorts where I learnt from experienced and amazing general managers
My first job was at a reputable hotel in Phuket as assistant director of sales. At the time, I didn't even know what an average room rate was or how to get an agent to book your hotel. Luckily I had good support from my GM and senior management. But it was a steep learning curve. I did everything I could to keep my job and be successful at it.
That’s where it all started.”
What led you to Bali?
“As expats we have short-term contracts. To grow your career, you have to move hotels. Internal progression can be limited.
In Thailand, I jumped from boutique independent hotels to international brands like Marriott. I moved to Vietnam to lead the commercial activities of 3 properties, one of which was a pre-opening.
Eventually, I had the opportunity to go to Maldives with Anantara, or take on an operational role with a luxury brand in Bali. I was young and single. I thought that living on a sandbar in the middle of the ocean wasn't for me. That’s when I came to Bali. In 2019, just before Covid.
The pandemic was difficult. It was probably a good thing to take a two-year sabbatical to focus on myself though. The island was pretty much open to travel around in, and there were a lot of sporting activities. It was a nice time to find yourself. It was a much needed reset, and now I’m running The Asa Maia.”
Now you are at The Asa Maia, how are you creating a differentiated hospitality proposition?
“I’m lucky. The resort is beautifully designed by the owner. She’s very creative and has a great eye for beauty.
I learned from a very experienced GM that guests want unique experiences when they travel. Something memorable, something different. There are a lot of hotels around the world where you can’t actually tell what country you are in. That’s what makes The Asa Maia unique.
We have Indonesian artefacts and paintings from different regions of Indonesia all over the resort. The Pool Deck is an ancient iron-wood bridge from Borneo. Some of our bathtubs are made from Belgian Blue Stone. 400 million year old stone brought to Indonesia by the Dutch 300 years ago. Initially the stone was used as ballasts in ships on their way to Indonesia, and later used by the locals as building materials. The specific stone we use is from the flooring of a now decommissioned railway station in Bogor. Guests are immersed in the stories and history of Indonesia.
We also focus on wellness. Our owner lived through very serious health challenges. She wanted to share the practices that helped her through her difficult times with our guests. Something they can learn and take home to increase the quality of their lifestyles.
Wellness is more than yoga. We combine breathwork, hypnotherapy, pilates and other practices. We offer guests complimentary introductory sessions or private sessions.”
How do you share what makes you different with guests pre-arrival? Or even after they leave property?
“We do our best to provide them with important information and details about the resort and the activities we offer prior to their arrival. It's information that helps them plan the experiences they can or will have at the resort. Not necessarily for upselling. They can ask questions about our offerings or book in advance if they wish.
In general, it’s a way to have them look forward to every offering we have. From activities that are unique, to practices they’ve never partaken in before. It's exciting.”
What is the experience that you want to create at The Asa Maia?
“We want people to think our dining room is their living room. Breakfast, lunch and dinner is on one long communal table for 12 people. At breakfast, you’ll have three, four rooms having breakfast together. Sometimes they socialize, sometimes they don’t. When they do, it’s a magical experience.
Our staff are the soul of the hotel. 80% of our product is how staff interact with and make guests feel. We do everything we can based on guests’ requests. We encourage our staff to talk to guests like friends. We know all our guest names and their preferences. If you’re staying three nights, by the second day we’ll know you like your coffee with almond milk and won’t bring you dairy. Guests appreciate those simple yet significant touches.”
What are the challenges you encounter as general manager?
“Inter-departmental communication can be challenging. Staff from different islands have a different approach, dialect and culture. Some are more direct or others can be perceived to be a bit more ‘aggressive' than others. That can lead to friction.
We thus work on promoting politeness, friendliness, and a family environment at the resort. We conduct team building, celebrations, and positive reinforcement. We also make it a point to recognize exceptional team members; those who forge strong relationships, perform exceptional work, and provide exemplary support to colleagues in other departments.
Our staff’s mood can influence the service and guest experience. Keeping their motivation up can also be difficult. We are a small hotel, so everyone needs to carry their weight and assist in areas that may be out of their scope. It can be difficult to have everyone on the same boat.
We thus hold regular town halls to keep everyone updated and in sync. We keep them updated on everything that’s going on, from marketing to operations. Importantly, we help them understand the impact they have on guests and our success. In turn, they feel a sense of pride and ownership in what they do. This is reflected in our numbers, and the memories we create for guests. Ultimately, the success of the resort lies with our team.
Finally, we try to pre-empt guest needs but rely heavily on manual processes and people to do that. Technology could help by capturing guest preferences systematically, and making it easy for staff to use that data in our operations.”
If you could create your dream hospitality experience, how would that look?
“We’ve started a project to build another resort in Sumba. It’s a blank canvas.
From the owner’s perspective, she wants to build an amazing luxury and sustainable resort. Beautiful wooden villas with lots of glass and light. We’re going to have a painting, weaving and ceramic making studio. Villagers can come down and lead workshops. It’s her love and passion. We expect guests will come to seek these cultural experiences.
I’d also want to have guests experience some adventure. Mountain bikes, horses, and other such activities. I think my ideal hotel would have a combination of culture and adventure. An experience you can’t find anywhere else.”
