Amer Alazaiza | General Manager | Al Mulla Travels & Tourism
With more than 25 years of experience across travel, tourism, aviation, and commercial operations, Amer Alazaiza has built his leadership journey around people, performance, and long-term growth. As General Manager of Al Mulla Travels & Tourism in Dubai, part of the Mohamed & Obaid Al Mulla Group of Companies, he leads a business serving both corporate and leisure travellers. The company offers a wide range of services, including ticketing, holidays, visas, hotels, transfers, MICE, and digital travel solutions. His role is focused on setting commercial direction, building strong teams, maintaining service quality, and turning business opportunities into sustainable growth.
Alazaiza’s approach to leadership has been shaped by his earlier experience in international tour operations and at Ras Al Khaimah International Airport. These roles helped him understand how effective leadership can connect strategy with daily execution. For him, becoming a General Manager was an opportunity to take greater responsibility for the complete customer journey while also creating an environment where employees can develop and perform at their best. His leadership is therefore not limited to business targets. It also focuses on developing people and creating a culture where employees understand their role in the wider success of the organization.
Technology should strengthen human service, not replace it.
In his current position, Alazaiza oversees the company’s overall performance and direction. His responsibilities include commercial growth, profitability, operational standards, customer experience, partnerships, people development, and governance. He works closely with sales, ticketing, holidays, visa operations, finance, digital marketing, and customer service teams. By keeping these functions aligned around clear targets and measurable outcomes, he aims to ensure that plans are followed by disciplined execution.
The travel industry is constantly changing, and Alazaiza recognizes that this creates both opportunities and challenges. Customer expectations continue to evolve, while airline and supplier conditions, visa regulations, competition, and cost pressures can change quickly. One of his key leadership priorities is finding the right balance between speed and control. The business needs to respond quickly to market changes, but it must also maintain financial discipline, operational accuracy, sound credit practices, and a dependable customer experience.
For Alazaiza, motivated employees are essential to achieving these goals. He believes people perform better when they understand the purpose behind their work and can see how their contribution makes a difference. He sets clear priorities, reviews performance regularly, recognizes effort and results, and maintains direct and respectful communication. He also encourages employees to take ownership of problems and decisions. By giving team members opportunities to solve challenges and develop their skills, he helps create greater confidence, accountability, and engagement.
The company’s growth strategy reflects the same balanced approach. Al Mulla Travels & Tourism has focused on diversifying its revenue streams, strengthening relationships with airlines and strategic suppliers, developing B2B and corporate business, maintaining strong financial controls, and improving its service offering. Alazaiza believes that technology and personal service should work together. The company aims to combine the attention of a trusted travel adviser with efficient processes and modern technology, while building relationships that go beyond short-term transactions.
Customer trust is the foundation of sustainable growth.
Customer satisfaction is another important part of his leadership philosophy. Alazaiza does not see customer satisfaction and business performance as competing priorities. Instead, he considers customer trust to be an important foundation for sustainable profitability. His approach focuses on listening to feedback, responding quickly to problems, and ensuring that customers receive accurate, transparent, and responsive service. At the same time, the company must carefully manage margins, supplier commitments, and credit exposure to ensure that service quality is supported by a healthy business foundation.
Technology is playing an increasingly important role in this journey. Al Mulla Travels & Tourism has continued to strengthen its digital capabilities through its website, B2C booking engine, and mobile app. These platforms are designed to make travel services more accessible and convenient while supporting faster responses, better reporting, product integration, and stronger operational visibility. However, Alazaiza believes technology should enhance human service rather than replace the expertise, care, and judgment that travellers continue to value.
He is particularly proud of the progress the company has made in commercial performance, operational discipline, and digital capability. He is also proud of the team that has continued to improve service and partnerships while operating through demanding market conditions. His approach to teamwork is based on the understanding that travel is a connected business. Departments need to share information, solve problems together, and see the customer journey as one complete experience rather than a collection of separate tasks.
Looking ahead, Alazaiza sees AI, automation, data, personalization, speed, and transparency as major forces shaping business leadership. At the same time, he believes human leadership will become even more important. Strong leaders will need to build trust, develop talent, act responsibly, and help teams manage constant change. His vision for Al Mulla Travels & Tourism is to establish the company as one of the UAE’s most trusted, modern, and customer-focused travel companies, supported by digital innovation, strong corporate and B2B partnerships, better leisure and inbound offerings, and continued investment in people.
For aspiring General Managers, his advice is practical: understand the whole business, learn the numbers, stay close to customers and frontline teams, and take responsibility for outcomes. Leadership, in his view, is earned through consistency, fairness, difficult decisions, and the ability to help others perform at their best.
Leadership is about connecting strategy with people and execution.