Nour Laasri, General Manager/Marriott Houston Marquis & Area General Manager – Houston/Marriott International

Invest: sat down with Nour Laasri, general manager of the Marriott Marquis Houston, to discuss the momentum behind Houston’s hospitality sector, the city’s convention growth, and how evolving traveler expectations are shaping strategy. “People don’t want their expectations to be met; they want their expectations to be exceeded,” Laasri said.

What changes or trends are you seeing in Houston’s hospitality sector, and how are they shaping strategy for the Marriott Marquis Houston?

Houston is energetic, committed, and especially cohesive in the hospitality sector. Even from an infrastructure standpoint, it is well done. One reason is that Houston had the foresight to build something and learn from how other cities have done it. I am proud to say that Houston has one of the best convention campuses in the nation, with Discovery Green anchoring a campus that continues to welcome a tremendous number of conventioneers year after year.

We have not hit our ceiling by any means. There is still tremendous opportunity ahead of us. The people responsible for this sector have terrific long-term vision. That is why they are increasing the capacity of the George R. Brown Convention Center and positioning Houston to appeal to even larger groups. Soon, Houston will be able to welcome even bigger conventions and different sectors. At the Marriott Marquis Houston, we’re constantly evolving to meet this demand. We just finished a comprehensive renovation of our 1,000 guestrooms and 150,000 square feet of meeting and event space, which introduces modernized interiors and functional upgrades designed to provide a seamless, premium experience that celebrates the property’s Houston roots through a contemporary lens. The future is fantastic.

Where are you seeing the most growth today across group business, corporate travel, and leisure?

One thing that is interesting in Houston, and this makes me personally proud, is the balance of growth. We have growth in the convention sector, and this first quarter is already proving to be a terrific one for us. We also continue to see robust growth in the leisure sector. At the Marriott Marquis Houston, that leisure segment is tremendously impactful because of what we offer. We have a Texas-shaped lazy river that is known internationally, and people keep coming back to experience it. There is also strong growth in corporate travel. All we need to do is ensure that we are delivering the best experiences and exceeding travelers’ expectations so that Houston stays at the top of their list, whether they are traveling for leisure, business, or events.

How are you positioning the property for the FIFA World Cup and other major international events?

We are excited. Houston is extremely excited to be a host city. We have experience with major sporting events like the Super Bowl, NCAA March Madness, and the Houston Rodeo which is a major demand generator for the city every year. This expertise strengthens our ability to deliver excellent experiences to visitors.

Houston is also a city whose conferences often have a strong international component. We regularly welcome international travelers for oil and gas conferences and many other events, so we are aware of what those travelers need. We are well positioned to deliver a fantastic experience to international guests, as well as to domestic travelers and local visitors.

How have traveler expectations evolved, and how is Marriott Marquis Houston differentiating itself?

We saw this trend really emerge after COVID, when travelers began valuing the importance of experience at a much higher level. That has continued to evolve. People don’t want their expectations to be met; they want their expectations to be exceeded. They want a positive surprise factor. They want to come to a place and say: “What else is there for me?”

Our hotel does a fantastic job answering that question. I mentioned our Texas-shaped lazy river, which is one of the most recognizable features of the property. People do not expect to find that kind of amenity in a downtown hotel six floors above the ground. We complement that with a resort feel that you would not normally expect from a convention-connected urban property, with cabanas, a spa right next to the pool deck, and strong food and beverage offerings. We have six onsite restaurants, including Xochi, which is helmed by James Beard-nominated Chef Hugo Ortega.

That creates a wow factor for guests, and we see it reflected in the positive reactions and recommendations we receive. Even during periods when business travel slows down seasonally, the hotel remains busy because these elements appeal to leisure travelers and staycation guests alike.

Another major trend is wellness. That matters increasingly across traveler segments, especially with millennials and Gen Z, but really across the board. We stay aware of that and adjust our food and beverage offerings and spa treatments accordingly. We want to remain relevant and stay ahead of the competition. We are always looking to reinvent ourselves and add new offerings rather than standing still.

What is the talent environment like in Houston, and how are you attracting and retaining employees?

I would sum up the talent pool in one word: rich. Rich and dedicated. I am proud of the talent Houston has to offer. It starts early, and it is grounded in strong leaders who have developed within the city. One of our best talent incubators is the University of Houston, and we are proud to have that institution feeding talent not just to our property, but to the broader hotel and leisure industry in Houston.

Many of those individuals join us and go on to become leaders and executive team members. Another major advantage is Houston’s diversity. It is one of the most diverse cities in the country, and that creates a true mix of cultures and ideas. It gives us a fantastic pool from which to draw talent and enrich our teams. Most importantly, it allows us to offer guests something they may not have experienced elsewhere.

That full-circle effect is part of what makes Houston so uniquely positioned. I have worked in many cities and many states, and I can say with confidence that Houston stands out.

How are you using technology to improve operations and guest experience while preserving a personal touch?

Houston may be widely known as an oil and gas hub, but its technology sector is also robust and growing. Within hospitality, technology absolutely has an important role to play. This is also an industry built around making people feel important. Guests want meaningful interactions and personal attention, and we are happy to deliver that.

Technology helps us streamline and enhance certain parts of the experience. A guest can bypass the front desk if they want and go directly to their room using a mobile key. They can order food through an app or communicate special requests digitally. Those tools help facilitate service and make the experience more efficient.

But technology is there to enhance the experience, not replace it. Nothing can take the place of a genuine welcome when someone looks a guest in the eye and says, “Andrea, we’ve been expecting you. Welcome to my hotel.” That still resonates with people. We use technology to make the experience better, while preserving the warmth and personal connection that guests truly value.

What are the biggest opportunities for growth over the next two to three years?

Our biggest opportunity for growth will come from our ability to host larger conventions. As the city expands convention capacity, Houston will be able to welcome events that it may not have been able to accommodate before because of size. That is a major growth engine for us, and there are many opportunities in that space.

Houston is also growing organically. It is an attractive city, and its population growth continues to outpace many other places in the country. We want to make sure we are providing terrific options for incoming residents and travelers so they do not have to go elsewhere to find great experiences.

We are also seeing a strong conversion effect from group business. Many attendees come here for conventions, enjoy the experience, and then return later with their families as leisure guests. They discover that Houston offers much more than they expected, from barbecue and shopping to the Space Center and the broader destination experience. That is a powerful story for the city and for our property.

Is there anything else you would like to add?

One point I would emphasize is the journey of the convention business in Houston. The city’s leaders had the foresight to imagine this growth, and now they are realizing it. Marriott Marquis Houston has been one of the great engines of growth for the downtown tourism industry. By adding another 1,000-room property to the convention landscape, the city was able to pursue conventions and business it could not approach before because of capacity constraints.

That same thought process is still driving the growth of convention business and tourism in Houston today. All of our associates, and all of our counterparts across the city, are extremely excited to be part of the growth we are seeing now and the growth that is still ahead.