“We want to change the negative image western tourists have of Islam by providing a respected image of Egypt and its Islamic peculiarities, and destroying the psychological barrier through real co-existence,” says Yasser Kamal, owner and founder of The Four Wins Hotel. The establishment was opened last April, before the ouster of President Mohamed Morsi and his Muslim Brotherhood cabinet.
“We want to change the negative image western tourists have of Islam by providing a respected image of Egypt and its Islamic peculiarities, and destroying the psychological barrier through real co-existence,” says Yasser Kamal, owner and founder of The Four Wins Hotel. The establishment was opened last April, before the ouster of President Mohamed Morsi and his Muslim Brotherhood cabinet.
Situated in the coastal town of Hurghada, the 4Wins hotel has 185 rooms and a cultural cafe. It offers everything from yoga to luxury treatments by specialists using mud, sun and finger acupuncture, not to mention courses in human development and tips like ‘How to Make Your Husband Happy’ and ‘Child Raising Skills.’
“For many decades, the Europeans have been promoting the notion that the most successful businesses are the ones that have dual winners— you and me, or the so-called win-win approach. This is however, a corrupted relationship, since it ends in you and me as winners, and the society as a loser. The ‘Four Wins’ concept means that I, you, our society and the world are winners at four levels – spiritual, mental, psychological and physical – benefitting in four fields: morals, society, health and entertainment. We are marketing our concept from Egypt to the world that we are not opening a hotel but inaugurating a concept and a principle, relationships should connect all and serve all,” Kamal explains.
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Kamal accumulated more than 25 years experience working in tourism, and was a training consultant in the Ministry of Tourism (MoT). The concept came to his mind when he noticed that tourists visiting Egypt were not introduced to what he calls the “real” Egypt. He felt that tourists neither became familiar with Egyptian traditions and norms, nor did they live within an Egyptian surrounding.
“A hotel fitting our traditions and norms”
The hotel serves no wine, but allows tourists to bring their own. “Such issues are self-determined and it is well known that foreigners drink wine. However, 99% of the guests respect the fact that the hotel serves no wine and don’t bring wine along with them,” Kamal stresses.”When I found out about a hotel that serves no wines, respects women’s privacy, and fits our traditions and norms, I immediately made a reservation for the summer vacation. It is my first time visiting Hurghada and my residing in the hotel supports the concept, which I hope is proven successful and implemented in many of the city’s hotels,” said Wageeh Sharif, one of the hotel guests.
Women’s privacy
One of the hotel’s five floors is dedicated to women. It contains a swimming pool, a restaurant and a dancing room and the staff is made up of veiled women. “This is the first time I have seen a hotel in a tourist city like Hurghada that respects women’s privacy by offering them a swimming pool completely separated from the men,” said Muna Sayed, another guest. “Additionally, the hotel serves no wine, which has encouraged me to come here accompanied by my daughters to spend summer vacation. We are indeed enjoying our time here without being exposed to shameful scenes, whether of men or women.”Choosing a summer resort, says Sharif, had always been a big problem for me because of the nakedness my children are exposed to on beaches and mixing between the sexes. But, from now on, this hotel has become our summer resort, and I will encourage my friends to make a reservation for the summer vacation.”
Worries within the tourist sector
The hotel concept, however, raises the worries of the tourism sector fellows. Mustapha Nagi, a tour guide says the idea might amaze Arab and Egyptian tourists. “The hotel occupancy will be only 10% since guests will be those working in monasteries and worship houses or those who do not drink wine, which are narrow segments,” he added.Karim Mahmoud, the manager of one of Hurghada hotels, says the hotel concept represents a clear orientation towards the Islamization of tourism as well as the hotel system in Hurghada, and if such hotels become common, the number of European tourists will significantly decline. “This type of tourism attracts Arab and Egyptian tourists, while paying no attention to the European tourists who are de facto the cornerstone of Egyptian tourism,” he explained.
Licensing obstacles
Since the hotel opened, only 200 tourists – 100 Russians, 70 Germans and 30 Egyptians – have made reservations, which could be attributed to MoT’s delay in licensing the hotel, resulting from slow procedures. The hotel management, says Kamal, has not contracted with tourist companies yet. “Tourism Halal, a French company usually contracting with such kinds of hotels serving no wine, has offered to contract with the hotel to bring tourists, but no contract can be signed before the hotel gets the license,” Kamal said.
