Leading the Charge for Luxury in Morocco
Since September 2026, Hendrick Calles has stepped into the role of General Manager at Casa Alba, a prestigious addition to LXR Hotels & Resorts located in Casablanca. His primary mission involves steering the pre-opening phase of this luxurious hotel, which includes assembling a talented team and crafting an exceptional customer experience ahead of its anticipated opening in March 2027. This project aligns with Hilton's ambitious growth strategy in Morocco, which was highlighted in April 2026 when the group announced plans to more than double its portfolio within the kingdom, including the launch of its inaugural Waldorf Astoria in Rabat.
In a LinkedIn post, Calles expressed the unique opportunity that comes with opening a new hotel: to establish its culture from the very beginning. He emphasized the importance of bringing together a skilled team, building a customer-centric experience, and creating a venue that is deeply rooted in its local community. Calles is eager to collaborate with both the hotel's owners and Hilton's corporate teams to bring the vision of Casa Alba to life.
A Journey from the Seychelles to Casablanca
Before his appointment at Casa Alba, Hendrick Calles amassed valuable experience in the Seychelles, where he served as the General Manager of Hilton Seychelles Northolme Resort & Spa starting in June 2022. By May 2024, he transitioned to the role of Area General Manager for Hilton in the archipelago, overseeing six properties, including the exquisite Waldorf Astoria Seychelles Platte Island and the recently launched Canopy by Hilton Seychelles in the southern part of Mahé. Notably, by January 2025, he had expanded his responsibilities to include the cluster management of Mango House Seychelles, LXR Hotels & Resorts, and Canopy by Hilton Seychelles. This unique background provided him with firsthand experience in managing an LXR property prior to his leadership at Casa Alba.
In his LinkedIn message, Calles took a moment to express gratitude towards the teams, colleagues, and partners he collaborated with during his time in the Seychelles, reflecting on the memorable experiences crafted for guests and the relationships built throughout this chapter of his career. Calles' expertise is not limited to the Seychelles; he also has a proven track record of successfully opening hotels in more complex markets.
From April 2018 to June 2022, he led the opening team for Hilton's first hotel in Muscat, Oman, which boasts 232 rooms, multiple meeting spaces, outdoor terraces, and rooftop pools with breathtaking views of the mountains. Prior to that, from September 2015 to March 2018, he managed a hotel with 187 rooms in Equatorial Guinea, enhancing guest satisfaction for two consecutive years and achieving unprecedented GOP margins despite the economic challenges posed by declining oil and gas prices. He was instrumental in diversifying the hotel's business mix by attracting new accounts from various sectors.
Calles’ journey in Africa began in Yaoundé, Cameroon, where he held the position of Operations Director at a five-star hotel with 248 rooms from August 2013 to March 2015, overseeing lodging and food and beverage operations for a team of 300 employees. He temporarily stepped in as General Manager for several months, preparing and presenting budgets, reporting to the ownership council, and leading renovation and investment projects.
Hendrick Calles’ career has been intricately tied to Hilton, beginning in France. He joined the company in 2003 as a brigade chef at Hilton Paris Orly and progressed to Supervisor of Reservations at Hilton Paris Arc de Triomphe from 2004 to 2006. His journey took him through the front offices of Hilton Valencia and Hilton Manchester Deansgate, eventually leading him to Hilton Madrid Airport, where he directed reception, lodging, and meetings and banquets operations before moving to Africa in 2013. He holds a master’s degree in Hospitality Administration/Management from Universidad San Jorge (2023) and is also certified in Hospitality Management and Tourism from Florida Atlantic University. His professional development includes time spent at Hilton's GM Academy and the SHINE 4D development center in 2012-2013.
As reported by latribunedelhotellerie.com.
