IMI Group's Tony Truman On Hitting The Mark In Hospitality
Truman is someone who knows what it takes to make or break a business in this domain.
Given that he’s been a part of the hospitality industry for 40-odd years now, one can safely assume IMI Group's founding partner Tony Truman is someone who knows what it takes to make or break a business in this domain. Truman – whose list of exploits in this arena includes Ibiza hotspot O Beach, which, in October this year, launched a Dubai outpost – says that there are three key factors that govern your success in this field – and he lists them as your vision, your resilience, and your team.
“In this industry, staying stagnant is not an option,” Truman declares. “You always need to challenge yourself to drive the business forward, and you should never rest on your laurels, even when times are good. Every year, we always ensure we take time to look at how we can better our experiences for our clients and to try and stay at the forefront of what we do. Believing in your brand, and being confident in your brand offerings, is key. It’s about knowing your unique selling points, and ensuring they shine through, differentiating you from the sea of competitors. Building lasting relationships with clients who trust your brand is another key. Their loyalty can transform a good business into a great one. This loyalty comes from understanding and catering to your target audience, and it pays off through repeat customers as well as positive word-of-mouth that brings in new clients.”
From O Beach Dubai's opening weekend. Courtesy of O Beach Dubai.
Now, hospitality, like any other industry, is not immune to difficult phases – and that’s why Truman highlights resilience as a critical component for success in this sector. “Hospitality is a dynamic and competitive industry, and we have to be quick to adapt to all sorts of challenges, whether that be economic shifts, changing customer expectations, or global challenges,” Truman says. “This resilience isn’t just about the individual, it extends to the entire team behind the brand, and therefore, I think it is super important to be available to your team at all levels. They need to feel your passion, drive, and ambition, while also feeling heard and valued by you as an owner. A strong, driven team fuels consistency, excellence, and creativity, fostering a service environment that thrives under pressure. And when the good times come, you celebrate together; equally, when the hard times hit, you find strength as a team.”
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Given the importance Truman has placed on these points, it should come as no surprise that he has made sure these elements have been ingrained into the structure of O Beach Dubai, which he paints as having been “a huge next step for our brand – maybe even bigger than the opening of our first venue in Ibiza.” But how exactly has Truman put his words into action? “We built a bold, empowered team constituting key members from our Ibiza venue, who bring with them years of experience of how we created our successful brand and venue in Ibiza, along with celebrated new members whose wealth of knowledge and experience in Dubai set us off to the right start,” Truman replies. “Merging the new accelerated team ensured we opened our new venue with all of the tools we needed with; of course, above all, a shared passion for the brand and industry. Our team embodies a commitment to excellence and energy that resonates with our clients to ensure their important memory-making moments with us continue in Dubai.”
But while O Beach Dubai will draw on its Ibiza lineage, Truman is also insistent on making sure that it also stands on its own merit. “O Beach Dubai doesn’t replicate the norm,” he states. “We are distinctly different, and that is what we love about our brand – we don’t go with the tide. Our ethos is to stand out by embracing what makes us unique, ensuring every element, from entertainment to hospitality, reflects our pioneering spirit. We know our unique selling points and leverage them to offer experiences that are one-of-a-kind, appealing to a discerning, high-energy crowd. By understanding the specific needs and desires of our audience, we’ve built a community that feels both entertained and valued. Our collaborations are intentional, focusing on partners who share our vision and values, strengthening not just our offerings, but our reputation. Persistent ambition, adaptability, and a commitment to growth ensure that O Beach remains vibrant, exciting, and ever-evolving.”
This article first appeared in the November issue of Inc. Arabia magazine. To read the full issue online, click here.
