Redefining Sustainable Luxury in Facility Innovation with Ammar Hayek

Sustainable luxury in facility innovation is emerging as a defining theme in the hospitality industry. High-end hotels, resorts, and event venues are now expected to deliver impeccable guest experiences while minimizing environmental impact.

83% of travelers worldwide believe that sustainable travel is important, and many luxury brands are responding by adopting green technologies and operations. From renewable energy and water recycling systems to eco-friendly cleaning programs, luxury hospitality is increasingly weaving sustainability into its fabric.

This shift is not just ethically driven—it also makes good business sense. A recent industry analysis valued the global green cleaning products market at $270.9 billion in 2022, with projections of $430.6 billion by 2030. Luxury properties that embrace sustainability can enhance brand reputation, cut costs, and attract eco-conscious clientele, proving that environmental responsibility and upscale service go hand in hand.

Ammar Hayek is an award-winning entrepreneur, industry leader, and visionary business strategist with over 13 years of experience in the cleaning, hygiene, and hospitality sectors. As the Founder and Managing Director of Azoss Trading & Cleaning, Hayek has transformed the industry by introducing innovative cleaning solutions, workforce management systems, and premium hospitality services across the Middle East, Europe, and North America.

His expertise extends to high-profile international events, where he has played a pivotal role in delivering world-class cleaning and hospitality solutions. Hayek's notable projects include the FIFA World Cup 2022 in Qatar, where he led large-scale cleaning and facility management operations to ensure seamless service at global venues.

He also provided strategic cleaning and hygiene solutions for the 2024 Roland Garros tournament in Paris, one of the world's most prestigious tennis events. Additionally, he oversaw critical cleaning and hygiene infrastructure for the Paris Olympics in 2024, maintaining world-class standards at one of the biggest sporting events in history.

Hayek's outstanding contributions to the industry have earned him the Global Recognition Award, underscoring his role as a leading figure in business innovation, sustainability, and operational excellence. His thought leadership extends to public speaking engagements, including the Green Cleaning Leaders Roundtable in Kuwait, where he shared insights on sustainable hygiene solutions and industry advancements.

Currently, Hayek is expanding Azoss into the U.S. market, bringing his expertise in scalable business models, workforce optimization, and advanced cleaning technology to a broader audience. His goal is to drive economic growth, create jobs, and establish Azoss as a key player in the U.S. facility management and hygiene industry.

Sustainable Luxury as a New Standard

Luxury environments today are redefining what "premium" means by embedding sustainability into their operations. Hayek observes that this convergence of luxury and sustainability has been accelerated by both consumer expectations and industry leadership.

According to Hayek, drawing upon his experience in leading sustainable cleaning and hospitality initiatives for VIP lounges at the 2022 FIFA World Cup, one of the world's most prominent sporting events, the Middle East holds a distinct advantage in assuming a leadership role within the global cleaning industry.

His work in Qatar's VIP lounges illustrated that elite hospitality settings can maintain opulence while implementing rigorous green standards. This perspective aligns with broader hospitality trends—for example, many luxury hotels now invest in energy-efficient systems and waste reduction programs to meet guest demand for responsible practices.

Hayek argues that embracing sustainability is not a choice but a necessity for long-term success. "By adopting eco-friendly practices, integrating cutting-edge technology, and addressing workforce challenges, we can set benchmarks for the future," he notes. In other words, sustainable luxury isn't just about checking an environmental box—it's about setting a new standard of excellence for the industry as a whole.

Research supports this view: properties that prioritize sustainability often enjoy lower operating costs and stronger brand loyalty. Luxury facilities, from five-star hotels to exclusive event venues, are finding that initiatives like green cleaning certifications or toxin-free cleaning products can enhance guest satisfaction without sacrificing quality.

With half of consumers reporting sustainability as a key factor in choosing cleaning products, high-end establishments see a marketing advantage in showcasing their eco-friendly credentials. Hayek's leadership in this arena demonstrates how sustainable luxury is becoming the new norm—a "must-have" rather than a mere indulgence.

Technology Driving Cleaner, Greener Facilities

Innovative technology is at the heart of modern facility management, enabling both superior service and sustainable operations. Hayek emphasizes that forward-looking organizations are leveraging advanced tools to achieve these dual goals.

"The cleaning and hygiene industry is shifting from seeing sustainability as a 'nice-to-have' to an absolute necessity. Organizations must stop treating sustainability as an added cost and recognize it as an investment with measurable returns—lower operational expenses, better brand perception, and improved employee well-being," he explains.

This ROI-focused mindset is propelling the adoption of cutting-edge solutions in cleaning and maintenance. From Hayek's perspective, smart facility innovation—such as sensor-driven resource management or automation—not only conserves resources but also elevates the standard of cleanliness and efficiency expected in luxury settings.

In practice, technology is transforming both the guest experience and back-of-house operations. AI-powered cleaning robots are increasingly common in airports and large venues, where they disinfect high-traffic areas efficiently without disrupting patrons.

For instance, Dubai International Airport and Hamad International Airport have introduced autonomous floor scrubbers and UV-light robots to enhance hygiene on a 24/7 basis. Similarly, IoT-based systems are being used to monitor facility cleanliness and supply levels in real-time, triggering proactive maintenance before any shortfall is noticed. Hayek has been an early adopter of such innovations through Azoss.

Hayek underscores how sustainability and innovative technologies are reshaping the industry, noting that data analytics, automation, and eco-friendly equipment set "new benchmarks" for cleaning and hygiene.

These benchmarks include quantifiable improvements: for example, reduce chemical waste by 30–50%, and water-saving cleaning devices cut water usage significantly. By integrating these technologies, Hayek and peers are proving that advanced cleaning systems can uphold the lavish standards of luxury facilities while dramatically shrinking their environmental footprint.

Innovating Airport Facilities for Safety and Sustainability

One of the clearest illustrations of sustainable innovation in action is Azoss's work at Hamad International Airport in Doha. Airports are formidable facilities—sprawling, busy around the clock, and held to the highest safety and cleanliness standards.

When Hamad Airport needed to keep its enormous glass façades and terminals spotless without harsh chemicals or operational disruptions, Hayek saw an opportunity to innovate.

"These challenges were a tall order, but they presented an opportunity to innovate," he recalls. Rather than relying on traditional methods like scaffolding crews or chemical cleaners, Hayek's team introduced a fully mobile, self-powered trailer system that dispensed purified water.

Requiring no fixed infrastructure and operating chemical-free, this advanced setup enabled rapid façade cleaning even in the airport's high-security environment, all while minimizing downtime and preventing flight disruptions.

"We delivered a chemical-free cleaning solution that aligned with the airport's environmental goals, reducing its ecological footprint," Hayek notes. In practical terms, implementing the trailer system meant zero chemical use, no need for scaffolding, and significant water savings—all while maintaining the pristine appearance expected of a world-class aviation hub.

The airport's management also benefited from improved safety, as workers no longer needed to perform high-risk suspended cleaning jobs.

This case became a model for industry best practices: after the success in Qatar, Azoss helped facilitate the adoption of similar green cleaning technologies at other major facilities in the region.

By thinking outside the box, Hayek turned a daunting challenge into a showcase of how modern technology—from reverse-osmosis water purifiers to telescoping carbon fiber poles—can meet the exacting standards of a luxury environment with minimal environmental impact.

It's a blueprint that airports and large venues globally are now looking to emulate as they seek safer, greener maintenance solutions.

Oxygen Sustainability Project

Another groundbreaking initiative led by Hayek is the Oxygen Sustainability Project, which replaced over 15,000 traditional aerosol dispensers across a large network of government facilities. Powered by Neutrolux technology, these oxygen-based dispensers operate silently and continuously, neutralizing odors around the clock without the need for harsh chemicals or noisy aerosol sprays.

This transformation not only reduced aerosol waste and improved overall air quality but also delivered 24/7 scent coverage, providing a more pleasant and consistent environment for staff and visitors. In addition, the switch to oxygen-based dispensers streamlined maintenance operations and contributed to significant cost savings over time—no more frequent canister replacements or complicated refill schedules.

By prioritizing silent, chemical-free solutions that offer consistent performance, Hayek once again demonstrated how responsible resource management can align with upscale hospitality standards. The Oxygen Sustainability Project stands as a powerful example of combining cutting-edge technology with environmental stewardship, reinforcing Hayek's vision for a future where innovative facility management and eco-friendly practices go hand in hand.

Ensuring Excellence at Global Events

Delivering first-class hospitality during large-scale events is another arena where sustainable luxury comes to the fore. Hayek's portfolio includes the FIFA World Cup 2022, Roland Garros 2024 (the French Open), and the Paris 2024 Olympics—each of which demanded VIP catering, guest services, and seamless operational logistics to match the events' scale and prestige.

With hundreds of thousands of visitors and worldwide broadcasts, the pressure to meet elevated expectations was immense. Hayek rose to the occasion by coordinating luxury hospitality services that left nothing to chance, covering everything from VIP catering and guest lounge management to strategic planning for smooth operations.

"Having led initiatives that include luxury hospitality and VIP services for FIFA World Cup 2022, I believe the Middle East is uniquely positioned to lead the global cleaning industry," he reflects. At the World Cup in Qatar, for instance, Azoss managed teams across multiple stadiums and fan zones, implementing meticulous schedules to ensure each venue was ready for VIPs, fans, and global audiences.

In addition to deploying rapid-response hospitality crews, Hayek's approach integrated green cleaning products that met strict FIFA sustainability benchmarks—further underscoring his commitment to eco-friendly practices.

Notably, more than 130,000 staff, volunteers, and contractors in Qatar received sustainability training ahead of the World Cup—a testament to how deeply sustainability was embedded in operations.

For premium suites and VIP lounges, Hayek's team delivered five-star experiences, from impeccable catering setups to high-level guest service protocols, all while adhering to environmental pledges. This focus on quality hospitality, coupled with responsible resource management, helped set a new standard for major international events.

Hayek attributes success in such high-pressure settings to innovation, planning, and collaboration. "This journey demonstrates that thinking outside the box and finding solutions tailored to client needs can unlock unparalleled opportunities. Our partnership with UNGER exemplifies how collaboration can drive industry-wide change," he says, underscoring the value of strategic partnerships and creative problem-solving even in event contexts.

In Paris, Azoss applied similar principles at Roland Garros and in preparation for the Olympic venues—customizing cleaning regimens to venue needs (such as clay courts at the French Open or the enormous spectator areas at Olympic parks) and coordinating closely with event organizers on sustainability goals. Real-world benchmarks show that these efforts paid off.

The French Open, for example, implemented innovative waste and water recycling systems in 2024, complementing the hygiene solutions provided by Hayek's team to create a cleaner and greener tournament. By ensuring facilities were not only impeccably maintained but also managed with a low environmental footprint, Hayek helped set new expectations for what "world-class service" means at global events.

It's no longer just about cleanliness and luxury, but also about leaving a positive legacy of sustainability once the world has moved on to the next venue.

Recognition for Sustainable Excellence

Hayek's approach of marrying sustainability with operational excellence has earned him notable accolades, chief among them the Global Recognition Award. This international honor, awarded in 2024, highlighted Hayek's role as a pioneer in the cleaning and facility management industry.

It recognized how his initiatives—from introducing high-tech cleaning innovations to championing workforce development—have advanced the industry's standards on a global scale. For Hayek, the award is more than a personal achievement; it's validation that the industry is embracing the values he has long advocated.

He explains that the award "was a testament to the hard work of my team and our commitment to innovation and sustainability." By receiving recognition on a global stage, Hayek's efforts have shone a spotlight on the economic and environmental benefits of sustainable facility practices.

This reflects a broader trend in the industry: major organizations and governing bodies are now celebrating sustainability leadership. (For instance, many facility management awards in recent years include categories for green initiatives and corporate sustainability.)

Beyond the prestige, the Global Recognition Award has amplified Hayek's message about what modern facility management should aspire to. He consistently emphasizes that sustainability must be ingrained at every level—from the boardroom strategy to the cleaning crew on the ground. Industry research supports this holistic approach.

A report by the International Facility Management Association (IFMA) noted that companies with strong sustainability programs often outperform peers in efficiency and stakeholder satisfaction. Hayek's projects provide case studies of these principles in action. In each major contract Azoss undertakes, key performance metrics now include waste reduction, water savings, and customer satisfaction—linking environmental performance directly with luxury service quality.

"Our success so far is rooted in blending sustainable innovation with top-notch service," Hayek says, reflecting on the journey that led to his award. By proving that green practices can elevate the client experience, not detract from it, he and his team have set an example that others in the industry are beginning to follow.

In essence, the award symbolizes how sustainable luxury is becoming a hallmark of operational excellence, and Hayek's work stands at the forefront of that movement.

Championing Green Cleaning Leadership

Hayek's thought leadership extends beyond his business ventures and into advocacy and knowledge-sharing within the industry. At the Green Cleaning Leaders Roundtable in Kuwait—a gathering of regional experts and executives—he shared insights on accelerating sustainable hygiene solutions in commercial and institutional settings.

Drawing on his extensive experience, Hayek highlighted the importance of industry-wide collaboration. "The Middle Eastern cleaning industry in 2025 is not just evolving—it's redefining itself. With collaboration, innovation, and sustainability at the forefront, the region can inspire global best practices and pave the way for a cleaner, greener future," he remarked.

This forward-looking statement resonated with roundtable attendees, reinforcing that the Gulf region's investments in green technology and training could serve as a model internationally. At the event, Hayek discussed practical steps like adopting green procurement policies (e.g., choosing eco-labeled chemicals and equipment) and investing in employee training on sustainable techniques—both areas where he has seen tangible benefits in Azoss's operations.

One key message Hayek delivered to his peers is the urgency of action. He often cautions against complacency in the face of environmental challenges and rising client expectations. "The biggest mistake companies can make is waiting for the 'perfect time' to transition to green cleaning. The right time is now," he asserts.

This call to action, originally published as part of his "6 Golden Points" on green cleaning, served as a rallying cry at the roundtable.

Hayek backed up this point with examples from his own journey—for instance, how early adoption of sustainable practices gave Azoss a competitive edge in bidding for contracts, and how immediate small changes (like instituting recycling programs or switching to microfiber cleaning cloths) can snowball into significant improvements over time. Industry trends underscore his sense of urgency: a 2024 survey showed 81% of hospitality executives planned to increase sustainability budgets, indicating that laggards risk being left behind.

By sharing knowledge at forums and encouraging industry stakeholders to take the next step, Hayek is helping to shape a collective movement. He believes that when competitors, suppliers, and clients all engage in sustainable practices, the entire ecosystem benefits—costs go down, standards go up, and environmental impact is mitigated.

In championing these ideas, Hayek has solidified his reputation not only as a successful entrepreneur but also as a thought leader driving the conversation on what the future of clean, luxurious, and sustainable facilities should look like.

Expanding into the U.S. Market

Fresh off his successes in the Middle East and Europe, Hayek is turning his attention to the United States—the world's largest commercial cleaning and facility management market. The expansion of Azoss into the U.S. comes at an opportune time. American businesses are increasingly embracing outsourcing for cleaning and facility services, with a growing emphasis on sustainability and health (partly spurred by pandemic-era awareness).

Hayek sees fertile ground for the advanced model of services that Azoss offers. "Our goal is to drive economic growth, create jobs, and establish Azoss as a key player in the U.S. facility management and hygiene industry," he says, echoing the company's vision to contribute significantly to local economies.

Entering the U.S. market involves more than just launching an office—it means tailoring solutions to the needs of American clients while introducing some of the efficiency and innovation playbook that worked abroad. Hayek is confident that his team's experience with large venues and high-profile clients will translate well to environments like corporate campuses, luxury retail complexes, and airports in the U.S.

"We're bringing our expertise in scalable business models, workforce optimization, and advanced cleaning technology to a broader audience," he explains, noting that Azoss plans to implement its proven systems on a larger scale.

For U.S. clients, this could mean access to globally vetted best practices. Azoss will introduce digital workforce management platforms that have been refined across projects on three continents, enabling real-time tracking of cleaning quality and staff productivity.

It will also leverage partnerships with international suppliers of eco-friendly products and machinery, potentially giving American facilities new options for sustainable maintenance. This expansion aligns with trends in the U.S. facilities sector: recent analyses project robust growth in demand for integrated facility management services, and a key differentiator for many service providers is sustainability.

Hayek intends to set Azoss apart by delivering the high standards expected in luxury Middle Eastern venues to the U.S. market—think spotless hotel lobbies and executive lounges, maintained with the latest green cleaning tech. Beyond business metrics, Hayek is motivated by the chance to foster positive social impact.

The company's entry is poised to create jobs and introduce new training programs for American workers. In the Middle East, Azoss became known for upskilling its cleaning staff with technology (such as using VR simulators for training) and instilling a culture of pride in maintaining iconic properties.

Hayek plans to replicate this approach stateside, which could elevate the status and skills of the cleaning workforce in the areas where Azoss operates. In sum, the U.S. expansion is both a strategic business move and the next chapter in Hayek's mission to spread sustainable, high-quality facility innovation on a global scale.

Vision for the Future of Luxury and Sustainability

As Hayek looks to the future, he envisions a continued blurring of lines between luxury service and sustainability in facility management. The trajectory is clear: innovations in cleaning technology, data analytics, and materials will further reduce the environmental impact of large facilities, while service quality will reach new heights driven by these same innovations.

"Redefining sustainable luxury is an ongoing journey, and we will keep pushing boundaries. By embracing new technologies and championing eco-friendly practices, we can ensure that luxury service and sustainability advance together into the future," Hayek affirms.

He expects that practices now considered cutting-edge—such as AI-guided cleaning drones or fully circular waste management systems in hotels—will become standard in the next decade. This means facility managers will need to be as fluent in sustainability metrics and smart systems as they are in guest relations.

Hayek's career to date serves as a template for this blended expertise, combining deep operational knowledge with a passion for innovation.

Importantly, Hayek believes the ethos of sustainability will only grow in significance for the next generation of hospitality leaders and consumers. "Our aim is not just to transform our operations but to set an example that elevates the entire industry towards a greener and more service-oriented future. In blending sustainable innovation with impeccable service, we believe we can truly redefine what luxury means in this space," he says.

This forward-looking outlook suggests that the real legacy of his work will be seen in how others adopt and build upon it. If stadiums, airports, and hotels around the world implement even a fraction of the sustainable strategies that Hayek has championed—from energy-saving cleaning machines to comprehensive staff training on green protocols—the cumulative effect will be enormous.

It points toward an industry that not only delights customers with sparkling venues and seamless hospitality but also takes active responsibility for the planet and communities. In the coming years, Hayek plans to continue at the forefront of this movement, whether by rolling out new services in additional countries or by mentoring the next wave of facility management professionals in sustainable practices.

The intersection of luxury, innovation, and sustainability is where he has made his mark, and by all indications, that intersection will define the future of facility innovation worldwide.

Hayek's work exemplifies the powerful symbiosis of sustainability and luxury in modern facility management. By relentlessly innovating—from implementing advanced cleaning technologies to designing comprehensive green operations for prestigious events—Hayek has shown that environmental responsibility can enhance, rather than hinder, the guest experience.

His influence is evident in the gleaming airports and impeccably run mega-events that have adopted his methods, as well as in the rising industry standards that echo his philosophy. In shaping facilities that are both lavish and low-impact, Hayek is helping redefine what excellence means in the hospitality and cleaning sectors.

The relevance of his approach will only grow as businesses and consumers increasingly demand climate-conscious practices alongside top-tier service. Looking forward, the path that Hayek has charted points to an exciting, forward-looking paradigm: one where innovation drives sustainability, sustainability elevates luxury, and together they create a brighter, cleaner future for all.

The journey of redefining sustainable luxury in facility innovation is just beginning—and thought leaders like Hayek are leading the charge into this promising future.