I would like to share the experience of our executive team in developing the best approach to creating and ensuring that all Amani Resorts, starting with our initial planned Anasa Amani Eleuthera, represent a robust yet carefully curated experience of Authenticity. We use Authenticity in the hotel industry usually in reference to the true meaning of Service. But in this respect, we mean “authenticity” as relates to the specific brand identify of Amani inspired by the Continent of Africa.
We decided on a two-pronged approach:
- The first was to create an external Cultural Board of Advisors to provide insight on matters central to the question of cultural authenticity at Amani Resorts
- The second was to establish a mode of curation of local style and aesthetics in art and architecture from selected regions of Africa.
Our Executive Vice President, Henri Ndele (DRC/France), led the way during 2023 and engaged with various leaders as the board took shape. Formed in 2023, this esteemed group has played a crucial role in defining our unique identity, setting a new standard for international cultural collaboration. It comprises leading experts from various African countries, each member chosen for their profound knowledge of African culture and their proven expertise. Their main responsibility is to act as a cultural think tank to infuse our resort’s design and operations with fresh perspectives – a mission they’ve undertaken with exceptional commitment. Final architectural and aesthetic selections were made with strong reliance on the advisory board’s preferences. The naming of two of our future brands, theJennada Amani, and the Agana Amani, names which draw from multiple languages of Africa, relied on preferences expressed by our new cultural board of advisors.
Our Amani Resorts Art Director, Sophia Chraibi Giorgi (Morocco), a world-renowned designer, played a crucial role in this process. Her thorough and deep treatment of various regions and cultures in Africa have informed not only our company branding design elements that celebrate the diversity of African cultures, but central to our resort design, it informed the aesthetic concepts that our resort design team has as a basis as we continue our focus on cultural authenticity.
The formation and triumph of the external Board of Advisors at Amani Resorts underscore the strength of collaborative leadership and cultural appreciation. This endeavor is an opportunity that goes beyond mere business strategy; it is about building bridges between continents and celebrating the diverse beauty of our world.
Our team is a diverse mix of members who are either from Africa or have accumulated valuable experience working in various African countries over the years. The guidance of our Board of Advisors has become fundamental to our success in continually refining our view of true cultural immersion at our coming resorts. Their input has been invaluable in our dedication to honoring Africa’s rich cultural heritage. It is this level of originality and careful planning that will continually set Amani Resorts apart from other destination resorts.