The AX Group has bought the Luzzu complex in Qawra, an acquisition described by hospitality director Claire Xuereb as a “strategic move” which will consolidate the group’s presence along the shorefront. The group is planning a major upgrade of the complex.

“The Suncrest Hotel will soon be totally run on an all-inclusive basis so we want to ensure that we have different packages to offer guests, as well as the option to upgrade to something more exclusive.

“I spent a year monitoring the situation to see how Luzzu could fit into our plans – it was not cheap – so we could ensure that we got a good return on our investment,” she said.

“We have the Sunnycoast and Suncrest lidos, so with Luzzu we will dominate that whole stretch and create a destination.”

The group is investing heavily in its Qawra outlets. The Suncrest closed recently for a €7 million refurbishment which will see all the rooms, as well as the facade, completely renovated. The designs are “clean and fresh”, she said, and will be very cost-effective.

“We have a black belt in cost-effectiveness – the margins on all-inclusive are very tight. And when you have such a big hotel – we have 450 rooms – then you either make a great profit or a great loss.

“You have to know how to make the most of the economies of scale. When Joseph Vella took over six years ago as general manager, together we managed to turn things around. No one believed that we would succeed, but my father, who is very attached to the Suncrest, allowed me to try.”

Once the hotel is reopened in April, it will remain open year-round, rather than closing between November and March as it did in the past.

“The feedback has been very positive. We have built the business up and believe that it will work,” she said.

In addition to all this, the group is also reopening its Tal-Kaptan restaurants in Qawra and Valletta in a few weeks’ time, completely changing their look and feel in an attempt to give the brand new life.

“It was our cash cow at one time, but it was time to reinvent it. We want to grow the brand, perhaps even franchise it in the future,” she said.

As if this is not enough, she is also thinking of giving the 90-room Sunnycoast more of a boutique feel.

“We are always up to something. Construction is in our blood. It is invigorating to have a hard hat in my car again,” she laughed, before becoming reflective, thinking about the tragedy that had changed their lives a few years ago.

“I want to use creativity to turn a negative time into a positive one.

“I hope it will be an inspiration to others that life goes on.”