With a career that began far from luxury; rooted in logistics, procurement, and fit-out; André developed a deep, practical understanding of what truly makes a hotel work. Over the years, he led pre-openings and development projects across Europe and the Middle East, gradually shaping a belief that luxury must evolve: toward nature, toward meaning, and toward sustainability. That belief gave rise to The Outpost Al Barari, Qatar’s first luxury eco-lodge, built in harmony with the surrounding desert of the Inland Sea. From solar-powered tented villas to zero single-use plastic and immersive guest experiences, it is not just a resort; it is a philosophy in action.
In this intimate interview, André shares the story behind the vision. More than a professional milestone, The Outpost is a living example of what happens when you follow intuition, stay rooted in your values, and dare to build what others can’t yet imagine.
You began your career far from the world of luxury, with a rich and non-linear path. Looking back, what has guided you along the way? Was it intuition, a quest for freedom, or something else entirely?
Looking back, my path into luxury hospitality wasn’t something I mapped out from the start; it evolved organically, driven by a strong sense of purpose and curiosity. What’s guided me most throughout the journey has been a combination of intuition, a hands-on mindset, and a deep desire to create experiences that are authentic and meaningful.
I started in very operational, practical roles; procurement, logistics, fit-out; far from the polished image of luxury. But those years on the ground gave me the foundation to understand how things truly work behind the scenes. It taught me that true luxury isn’t about excess; it’s about intention, quality, and emotional connection.
Freedom was also a big driver. Not just personal freedom, but the freedom to innovate, to challenge norms, and to create something different, something with soul. That’s what led me to launch The Outpost: a brand rooted in sustainability, storytelling, and a return to nature. Every step, even the unconventional ones brought me closer to that vision.
So, in the end, it wasn’t just one thing. It was a mix of intuition, purpose, resilience, and a constant drive to create something that matters.
Before creating your own one-of-a-kind luxury experience, you led several pre-opening phases. Looking back, what has this pivotal stage taught you about leadership in this special context and the qualities it quietly demands?
Leading several pre-opening phases before launching my own brand was one of the most formative parts of my career. Pre-opening is a unique moment in hospitality; it’s chaotic, high-pressure, and filled with unknowns. But it’s also where real leadership is forged.
What it taught me above all is that leadership in this context isn’t loud; it’s quiet, steady, and highly adaptive. It’s about being present, making fast decisions without losing sight of the long-term vision, and earning trust by rolling up your sleeves alongside your team. You’re not just managing timelines and budgets; you’re shaping culture, solving problems in real time, and holding the emotional weight of a project that hasn’t yet come to life.
It also taught me the value of resilience and clarity. Things will go wrong: materials delayed, systems not working, teams under pressure and as a leader, you have to absorb that chaos and still inspire calm and direction. You need to be as detail-oriented as you are visionary.
And after all the stress, long nights, and countless decisions during development and pre-opening, there’s a moment that makes it all worth it: when the very first guest walks through the door, smiles, and says they’re happy. That moment is priceless; it’s when all the hard work pays off, and you know you’ve created something truly special.
You’ve worn many hats from procurement management to commercial leadership, development, and operations. What lessons, perhaps unexpected ones, have these experiences taught you that no hospitality school ever could?
Wearing so many hats over the years — from procurement and fit-out to development, commercial strategy, and operations — has given me a very holistic view of the hospitality business. But more importantly, it’s taught me a set of lessons that no hospitality school could ever prepare you for.
One of the biggest lessons is that success in this industry is less about theory and more about adaptability. Things rarely go as planned, whether it's a delayed shipment, a construction hurdle, or an unexpected shift in guest behavior and your ability to think on your feet, make fast but informed decisions, and stay calm under pressure is everything.
Another unexpected lesson is how deeply human this business is. Hospitality isn't just about design or service standards; it's about people. Managing teams, understanding cultural sensitivities, negotiating with suppliers, or resolving last-minute crises — these moments taught me emotional intelligence, patience, and how to lead with empathy.
Procurement gave me an eye for detail and cost-efficiency; commercial leadership taught me how to tell a story and position a brand; operations grounded me in what actually works on the ground day to day.
But perhaps the most valuable part of this journey is the opportunity to learn from each project and continuously improve. Every resort, every opening, every challenge brought new insights about guests, about systems, about leadership. And that ongoing evolution is something no classroom can replicate.
Ultimately, these experiences taught me that real-world hospitality is built on grit, relationships, and resourcefulness. It’s not always glamorous but that’s where the magic lies.
If you were to tell the story of The Outpost Al Barari, where would it begin? And most importantly, what was the exact moment when you said to yourself: “Yes, this is it. This is where it must begin.”?
The story of The Outpost Al Barari began long before a single tent was pitched in the desert. It started with a feeling, a growing frustration, but also a clear vision. For years, I had been involved in hotel development across different markets, trying to bring to life a new kind of resort concept. I had meetings with potential partners and investors, presenting ideas that were deeply rooted in nature, sustainability, and meaningful guest experiences.
But again and again, I found the same challenge: people just couldn’t see the potential. They wanted guarantees, cookie-cutter templates, or proof of concept that didn’t yet exist. I realized that if I wanted to bring this vision to life, I’d have to lead the way myself. No more waiting for approvals — I needed to build it, prove it, and show them.
That was the moment I made the decision to create my own brand and develop my first property independently. And that’s how The Outpost Al Barari was born; not from a boardroom, but from a belief that something different was needed in luxury hospitality.
The moment I first stepped into Qatar’s Inland Sea surrounded by raw, untouched desert, total silence, and a profound sense of peace; I knew this was it. This was where it had to begin. The landscape felt sacred, humbling, and alive. It had the power to shift something in people, to help them reconnect — with nature, with themselves.
And so, I started. From scratch. We designed a low-impact, sustainable resort with hybrid tented villas, no concrete, zero single-use plastic, and a hybrid solar microgrid all inspired by that one moment in the desert when everything clicked.
That’s where the story truly begins.
You’ve succeeded in creating a true sanctuary in the heart of the desert. Today, do you feel the desire or perhaps already have the plan to imagine other places just as unique elsewhere in the world?
Yes, very much so — and in fact, it’s already happening.
After completing The Outpost Al Barari in Qatar and seeing the incredibly strong response from both guests and the industry, we started attracting attention from government authorities, tourism boards, and investors across the region and beyond. The project proved that a luxury, sustainable, close-to-nature resort could not only operate efficiently, but also deliver a powerful guest experience and strong financial performance. It became a working model; not just an idea, but a proven concept.
That success has opened doors. Today, I’m actively in discussions with authorities and stakeholders across the Middle East, Europe, Africa, and Asia to replicate and adapt the Outpost concept to new environments from mountains to forests to coastal retreats. Each place, of course, would be designed to reflect its own unique natural setting, culture, and story but the core values remain the same: immersive nature, sustainability, emotional luxury, and low-impact design.
The desire is not just to build more resorts; it's to build sanctuaries that are meaningful, rooted in place, and deeply transformative for the guest. The Outpost Al Barari was the beginning. Now, it’s time to take that vision further globally.
If a young entrepreneur came to you and asked: “How do you turn a dream into reality?” ; what would you say to them?
I would say this: keep going — no matter how hard it gets. Nothing worth building comes easy, and no dream becomes reality without setbacks, doubts, and tough decisions. But if you truly believe in what you're creating not just as a product, but as a purpose; then it can happen. Belief is the foundation, but discipline, resilience, and execution are what make it real.
You have to be prepared to do the hard work. To fail, to adapt, to get back up and to stay committed even when no one else sees what you see. I’ve had doors close, people walk away, and investors say no. But I never stopped building, learning, and pushing forward. That’s what brought The Outpost Al Barari to life.
Also, be professional. Know your numbers, understand your market, and surround yourself with people who challenge you and bring real value. Passion alone isn’t enough; you need structure, strategy, and an unwavering sense of accountability.
So my advice is this: dream boldly, but execute smartly. Stay true to your vision, but be flexible in your path. And most of all, don’t give up. If you stay focused, stay real, and stay moving; your dream won’t just stay a dream. It’ll become your reality.
To end on a more personal note, if you were:
- A book
If I were a book: “The Alchemist” by Paulo Coelho.
Because it’s about following your personal legend, trusting the journey, and understanding that the real treasure is often found within — a philosophy that resonates deeply with how The Outpost came to life.
- A work of art
If I were a work of art: An Andy Goldsworthy land sculpture,
Raw, natural, and quietly powerful. Something created with nature, not imposed on it. It speaks to the harmony I try to achieve through every project.
- A symbolic object
If I were a symbolic object: A compass.
Not just for direction, but for staying aligned with values even when the path gets unclear. It’s easy to lose your way in this industry; the compass reminds me why I started.
- A quote or mantra
If I were a quote or mantra: "Start before you're ready. Build before it’s perfect. Believe before it’s proven."
Because that’s exactly how The Outpost began; not with guarantees, but with conviction.
