People-First Leadership & Building Culture with Younes Atallah

With over twenty years in luxury hospitality, Younes Atallah, General Manager of Regent Santa Monica Beach, has built his career on one guiding principle: say yes to opportunities, even when they feel daunting. From hotel laundry operations to leading one of California’s most iconic properties, he has shown how courage, resilience and empathy define great leadership.

He recently shared his journey on Leading a New Era - IHG’s new podcast that takes listeners inside iconic luxury hotels and the minds of the General Managers who lead them. Hosted by David Littlewood and Eunice Clements-Tweedie, the series opened with Younes as its first guest, exploring the bold decisions, personal lessons and leadership philosophies that shaped his career.

So what does it take to succeed as a General Manager in Santa Monica - and what lessons can aspiring GMs learn from his journey?

How did saying "yes" shape Younes’ GM journey?

Younes’ hospitality story began long before he stepped into the GM role. Growing up in Amman, Jordan, his family owned a travel agency. He spent his summers helping out, which gave him an early connection to the world of travel. Later, while studying hospitality in Florida, he found his calling and went on to build a decade-long career in the hospitality industry before joining IHG.

Along the way, he was encouraged to step outside his comfort zone. One pivotal moment came when he was asked to manage the laundry department while working as an assistant front office manager. At first, it felt like a detour. But saying yes proved transformative. “Each opportunity, no matter how unfamiliar, taught me to trust the process and lean on mentors who believed in me,” he recalls.

That mindset eventually led him across North America, from ski resorts to
beachside properties. His boldest decision came in July 2020, when he accepted the GM role at Regent Santa Monica Beach during the height of the global pandemic. It meant relocating his family and stepping into uncertainty. Looking back, he sees it as a defining moment. “It was a leap of faith, but I wouldn’t have it any other way,” he says.

What defines the GM role at Regent Santa Monica Beach?

For Younes, being a GM is about much more than managing operations. It is about creating a culture where colleagues feel empowered, guests feel cared for, and the community feels connected.

At Regent Santa Monica, he has established four guiding pillars: taking care of guests, taking care of colleagues, doing the right thing, and owning it. That final value - ownership - is central to his philosophy. “There’s no such thing as ‘not my job’ here,” he explains. “Ownership builds pride and accountability at every level.”

The impact of this approach is clear. When the property transitioned under the Regent brand, 270 out of 310 colleagues returned. In an industry known for high turnover, such loyalty speaks volumes about the culture of trust and belonging Younes has created. Colleagues often describe his leadership style as fun, firm and methodical. He embraces the description with a smile. “It depends on the day. Strategy demands method, standards require firmness, but creating a space where people feel secure to thrive — that’s where fun comes in.”

What leadership lessons can aspiring GMs learn?

In the podcast, Younes mentioned that one of the most important pieces of advice he carries came from a mentor: “Think with your head and your heart.” In luxury hospitality, data and strategy matter, but so do emotions, empathy and authenticity.

His top lessons for aspiring GMs are clear:

• Say yes to opportunities that stretch you; whether a new location,
  department or challenge.
• Trust mentors to provide honest feedback and guidance.
• Balance logic with empathy; luxury is about creating emotional
  connections.
• Lead by example; even in small tasks, ownership and visibility matter.

He also acknowledges the role of vulnerability in leadership. “I’ve made mistakes, but I’ve learned from them. What matters is being
open, authentic, and showing people you’re human too.”

How is luxury hospitality evolving in Santa Monica and beyond?

Younes believes two forces will shape the future of luxury hotels: technology and experiences.

Technology, particularly AI, will transform how hotels anticipate guest needs. But he is quick to point out its limits. “Technology can support us, but the role of the concierge is alive and well. True luxury will always be delivered through people.”

Experiences, meanwhile, are becoming central to what guests expect. At Regent Santa Monica Beach, Younes and his team curate unique opportunities such as taking guests with the executive chef to the local farmers market to select ingredients for a personalised meal. These connections bring the destination to life and make stays unforgettable.

For Younes, this is what sets luxury apart. “Luxury should never feel like a commodity. It’s about creating exclusivity, authenticity and memories that stay with people long after they’ve left.”

 

Inspired by Younes’ story?

What makes Younes’ journey compelling is not just the big leaps, but the series of small yeses that built his confidence and skills. Each challenge - even the less glamorous ones - gave him insight into leading with purpose. For anyone considering a GM career, his advice is simple: embrace growth, seek mentorship, and lead with empathy. “You’re never fully ready for the next step,” he says, “but when you take the leap, you grow into it - and help others grow too.”

At IHG, we’re building the future of luxury and lifestyle hospitality, and we’re always looking for leaders who are ready to step into their next chapter.

If you’re interested in General Manager opportunities in Santa Monica or other iconic destinations, explore our GM career openings here and discover how you can say yes to growth, just like Younes did. And to hear his story in full, tune in to the first episode of our Leading a New Era podcast here!