IWD 2025 - an interview with: Samira Khrichfa

Tell us a little about your career journey leading to where you are now.

My career journey began with Royal Air Maroc, where I developed a strong foundation in customer service and operations. This experience sparked my passion for hospitality, prompting me to move to Dubai to further pursue my career.

In the hospitality industry, I took on various roles across Front Office and Commercial, allowing me to build a well-rounded skill set — from guest relations to strategic business development. These experiences strengthened my leadership abilities and deepened my understanding of both operational excellence and revenue growth.

Today, I proudly serve as the General Manager at Novotel Bur Dubai, leading a talented team and driving the hotel’s success. Each step of this journey has been a valuable learning experience, shaping me into the leader I am today.

What does the International Women’s Day slogan “accelerate action” mean for you?

For me, the International Women’s Day slogan “Accelerate Action” means pushing for real change — breaking barriers, creating opportunities, and supporting women to thrive both professionally and personally.

As a General Manager, I recognize that many women manage multiple roles — as leaders, caregivers, and more. This slogan is a call to create inclusive environments where women don’t have to choose between their careers and personal lives.

Progress happens when we move with purpose, and "Accelerate Action" reminds us that the time for change is now.

How important is it for women to lift each other up and what does that mean to you?

It’s crucial for women to lift each other up because we often find strength and inspiration in those who came before us. For me, it means recognizing the women I look up to — those who have broken barriers and paved the way — and using their journey as motivation to push forward.

How important is diversity across senior leadership teams? 

Diversity across senior leadership teams is not just important — it’s essential. When leadership reflects a variety of backgrounds, experiences, and perspectives, it leads to more innovative solutions, better decision-making, and a stronger connection to the people we serve.

For me, diversity means having voices at the table that challenge, inspire, and complement each other. It creates an environment where ideas flourish and everyone feels represented. True leadership isn’t about uniformity — it’s about embracing differences and using them as a strength to drive success.

Senior leadership: 26%, C-suite: 19%, 1 in 4: Chief-level. These are the percentages and numbers of female leaders in our industry. What do these numbers represent to you?

These numbers show progress, but also a gap. Having only 1 in 4 women at the chief level means there’s more work to do. For me, it’s a call to action — not just to raise the numbers, but to create real opportunities where female leadership becomes the norm, not the exception.

As a successful leader, how do you think (business) leaders can accelerate action toward closing the gender gap and ensuring equal opportunities in the workplace?

Business leaders can accelerate action by creating clear career paths for women, offering mentorship, and ensuring equal opportunities. It’s about recognizing talent, amplifying voices, and building a workplace where diversity and success go hand in hand.

Can you share your top tips for entrepreneurial/managerial/leadership success?

• Lead by example
• Communicate clearly
• Empower others
• Stay adaptable
• Keep learning

What’s the most important piece of advice you’d give to a woman thinking of starting a career at leadership level?

My advice is: believe in yourself and be bold. Don’t wait for opportunities

Have there been any role models through your life (work or professional) who have helped shape you as a leader?

I’m a self-made leader. While I looked for support, I often had to move forward on my own. This taught me the importance of supporting others, and I’m always ready to help those around me grow.