The rise of independent female hoteliers: from Valentina De Santis with Passalacqua to Esin Güral Argat with Joali in the Maldives

Now a new generation of female founders are moving beyond their family legacies to create fresh hotel concepts that reflect their own personalities, while catering to the needs and desires of a new breed of travellers.

“Today most female-run hotels are not big chain hotels. Many of these properties are independent and showcase the founder’s unique personal touch. Female hoteliers today are intent on doing things their own way – it’s not about following the masses,” says Zeina Aboukheir, founder of Al Moudira.

Aboukheir is not a new name. The Italian-Lebanese tastemaker launched Luxor’s now famed Al Moudira Hotel in 2002, before selling it in 2022 (she is still a consultant). The chic boutique hotel was designed by renowned Egyptian architect Olivier Sednaoui, but every detail was conceived by Aboukheir, including its old-world interiors featuring artworks and antiques she sourced, from handcrafted doors to hand-painted floor tiles.

“Twenty-five years ago it was already strange to have someone building a hotel in Egypt in the middle of the desert, let alone a woman,” she explains. “Al Moudira has been successful because it has a special charm – everything is personal. It reflects my tastes and personality. It’s a little bit of a mess, like me.”

Italian hotelier Valentina De Santis is another ambitious hotelier who has made waves by transforming an 18th century private villa on the banks of Lake Como into Passalacqua, one of the best hotels in the world (an accolade bestowed upon the hotel by the World’s 50 Best organisation, William Reed Business Media, in 2023). Hospitality runs in her veins – her grandfather bought Grand Hotel Tremezzo, another iconic property on Italy’s Lake Como, in 1975. She joined the family business in 2010, but it wasn’t until 2018, when they stumbled upon the property, that she was ready to build a new concept from the ground up.

De Santis meticulously restored and updated the villa’s historic interiors, while also engaging her good friend, renowned Milan-based designer J.J. Martin of La DoubleJ, to help her transform the hotel’s pool and bar areas with her colourful and maximalist prints.

“It was the first time J.J. worked on a design project but we loved the idea of doing something together. Hospitality is still quite a male-dominated industry but the attention to detail, the kindness, the feminine touch a woman can bring to a property are unique. Guests are always saying our hotel has a female heart,” she says.

The award-winning hotelier adds, “We really try to make our ‘homes’ as hospitable as possible. It’s a matter of the tiny little things. For example, we have silver boxes on the night tables for jewellery that guests love. It’s not rocket science, but it’s an appreciated detail. It makes you feel at home, like someone has thought about you.”

Turkish entrepreneur-turned-hotelier Esin Güral Argat is a hotelier intent on empowering women with her female-run brand Joali, founded in 2018. Its first property, an “art immersive” resort in the Maldives, caters to a largely female-centric demographic – even its interiors such as flower-shaped ceiling fans and wall carvings were designed with women in mind.

“Female leaders are also focusing on creating spaces that prioritise wellness, sustainability and community – all things that are increasingly important to today’s discerning traveller. We’re not just about luxury for luxury’s sake: we’re about creating a deeper connection between guests and their experiences,” says Argat.

“[At Joali, we] wanted to create an environment where women feel not only celebrated but also supported in their personal journeys, whether it’s in leadership, creativity or wellness.”

The experience at Joali goes beyond beautiful design and luxury five-star service. The property boasts several initiatives that not only empower female guests but also local staff and the broader community. Wellness programmes target female health concerns, while Joali Art Week invites local female artists to share their work with guests through live art sessions, interactive workshops and immersive exhibitions. In addition to offering vocational training to local women, the hotel makes frequent donations to projects that support the development of women in areas such as health and education.

“Female hoteliers are bringing a new level of emotional intelligence, creativity and inclusivity into the industry. We have a natural ability to see things from a more holistic perspective, considering not just the physical elements of a guest experience but also the emotional and cultural aspects that truly make a stay memorable,” says Argat.

3 other hotels founded by women

Ett Hemm

Located in an upmarket neighbourhood in Stockholm, Ett Hemm – which means “a home” in Swedish – was opened by local Jeanette Mix in 2012. Made up of three stylish town houses, the hotel was conceived by British designer Ilse Crawford, and features a blend of contemporary and vintage pieces including wood-burning stoves, free-standing bathtubs and vintage writing desks. Guests can enjoy intimate spaces such as the living room, library or even the kitchen, where they can watch the chefs in action.

Riad Mena

Hidden in the medina, a stone’s throw from Marrakech’s main square, this tranquil seven-bedroom riad was a labour of love for its owner Philomena Schurer Merckoll. Unlike other riads in the city with their bold, in-your-face aesthetic, this former private mansion is understated and elegant, with interiors that combine traditional materials with contemporary fittings and artworks. It also offers a heated outdoor pool, hammam and terrace, making it a haven in the city.

Sitara Himalaya

This chic 10-bedroom guest house is located on a sacred hill in the foothills of the Himalayas and is the brainchild of Anita Lal, who also happens to be the co-founder of Indian lifestyle brand Good Earth. Aside being blessed with spectacular views, the property is an extension of her aesthetic, which celebrates the best of Indian design, from Banarasi silk wallpaper to handwoven pashmina blankets. There’s also a spa, meditation room, boutique and dining space offering a seasonal menu.

STORY Divia Harilela