African American woman in a gray business suit smiling, standing with hands clasped in front, white blouse, dark curly hair, and gold jewelry.

Hospitality is not just what I do.

It’s how I see things.

I’m Awa Diakhaté, founder of Awa’Mazing Consulting.

For more than 17 years, I’ve worked in independent, boutique and luxury hotels, from Morocco to Canada.

I’ve managed teams, opened properties, worked on guest experience, operations, sales, positioning and all the little details that can completely change how a hotel feels.

And after all these years, there is one thing I keep seeing:

Hotels always have more value than they show.

Sometimes it’s in a suite nobody really knows how to sell.

Sometimes it’s in a service that exists but nobody thinks to turn into an experience.

Sometimes it’s simply in the way the hotel is presented, priced or talked about.

That is the kind of thing I notice.

A mystery guest observes and scores.

I observe, then I imagine.

I look at what your hotel really offers.

What the guest actually sees and feels.

What you are managing to sell.

And I look for the gaps between the three.

That is where I usually find the opportunities.

My Journey

I was born in Senegal, spent most of my hospitality career in Morocco, and I now live in Canada.

I started on the ground and worked my way through sales, operations, guest experience and hotel management.

I’ve worked in riads, boutique hotels, luxury properties and larger hotels.

And yes, I’m still the person who notices the cushion that is not sitting right, the music that does not fit the room, or the detail everyone else has stopped seeing.

I can’t help it. 😂

But over time, I understood that those details are rarely just details.

They affect how a guest feels.

How a hotel is remembered.

And sometimes, how much people are willing to pay.

A woman with natural curly hair and makeup, holding a yellow book titled "Unreasonable Hospitality" by Will Guidara, partially obscuring her face.

A few things I’m proud of

  • I helped transform an 18-room property its owner was preparing to sell. It was fully booked by its second month of operation.

  • I saw the potential in a suite marketed at €600 a night and recommended repositioning it at up to €1,500. I was told it was too expensive. Today, it is marketed at more than €2,500.

  • I’ve worked on openings, repositioning projects, hotel concepts, guest experiences, room strategies and service standards.

  • I’ve also trained more than 100 hospitality professionals along the way.

Today

I work with independent boutique hotel owners who know there is more potential in their hotel.
They can feel it. They just don’t always know where to look.

I reveal what makes your hotel irreplaceable and turn it into value your guests can see, feel and pay for.

A smiling woman with an afro hairstyle is sitting in a red chair, holding a laptop in her lap and showing a small digital device in her right hand. She is dressed in a black outfit with pearl jewelry.

You know there’s more potential in your hotel.
Let’s find out where it is.

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