Hospitality is not what I do.
It’s who I am.
I'm Awa Diakhate, Founder of Awa'Mazing Consulting.
For over 17 years, I've worked behind the scenes of luxury and boutique hotels, from the vibrant medinas of Fez to the snowy landscapes of Thunder Bay.
I've trained teams, improved operations, and helped properties rediscover the soul of Hospitality.
Because for me, service is not a checklist.
It's an emotion.
My Mission
I help independent hotels grow their revenue without losing their soul.
Because a hotel that performs and a hotel that feels human are not two different things: they're the same hotel, done right.
17 years on the ground taught me one thing: when teams feel valued, guests feel it too. When operations are clear, hospitality becomes effortless. When your identity is strong, guests come back.
That's what I build with you: structure, soul, and results.
Because I know what it feels like to watch a beautiful hotel underperform, and I know exactly where to look.
My Journey
From Africa to Canada; a story of purpose and passion.
Born in Senegal, raised in Morocco, and now based in Canada, I’ve lived hospitality in all its forms.
From luxury riads and boutique hotels to conference centres and training programs, I’ve seen how culture, empathy, and structure shape unforgettable stays.
Today, I use that experience to help hoteliers build operations that reflect who they are, and who they aspire to be.
My Credentials
Director of Sales & Marketing, then General Manager
Riad Fès, Relais & Châteaux member
General Manager
Hôtel Sahrai, Small Luxury Hotels of the World member
General Manager, Pre-opening
Hotel Kaan Casablanca, Experienciah Group
Hotel Manager
Hilton Garden Inn Tangier
Director of Operations
Valhalla Hotel & Conference Centre, Silver Hotel Group, Canada
Quoted in Forbes Afrique
Certified partner: SiteMinder · Duetto · Cloudbeds · Lighthouse · Cendyn
My Values
Excellence through Empathy
Striving for quality without losing our humanity
Authentic Leadership
Inspiring by example, not authority
Passion & Purpose
Doing everything with meaning and joy
Connection & Inclusion
Creating workplaces where everyone feels they belong
Sustainability & Legacy
Leaving a positive mark on people and places
Behind every guest, there's a story.
Behind every smile, a purpose.
Behind every hotel, a soul waiting to shine.
Ready to find out where your hotel stands?
Start with your free diagnostic — 11 questions, 3 minutes. I read every answer personally and send you a personalized analysis within 48 hours. No commitment. No pressure.