Noam Bounekala (SKEMA 2022): From Michelin-Starred Kitchens to Luxury Retreats Worldwide

Noam, you started your journey with a vocational diploma in culinary arts before joining SKEMA’s Master in Management and an MSc in finance. What led to this decision?

I have always been passionate about gastronomy and had the privilege of working alongside Michelin-starred chefs. However, while in England, a chef advised me to study finance to better understand the economics and management of a restaurant or hotel. That advice was a turning point. I first pursued a BTS in Banking and began working in retail banking. Then, I decided to take the entrance exams for top business schools through lateral admissions, bypassing the traditional preparatory classes. SKEMA was the obvious choice.

How was your experience at SKEMA Business School?

It was a completely new world for me. I spent my third undergraduate year at the Sophia Antipolis campus, followed by my first year of the master’s programme in Grand Paris. I discovered subjects that were entirely new to me, such as financial structuring, which became a passion. SKEMA offered me an international outlook and countless opportunities. During my gap year, I worked in French Polynesia and had the chance to study at the Belo Horizonte campus in Brazil.

 I felt the need to return to my original ambition—combining my financial expertise with the hospitality industry.

You later joined HSBC in investment banking. What did you gain from that experience?

It was an intense immersion into the financial world. I had the opportunity to present a business case at HSBC Paris, which led to a four-month contract. I gained expertise in financial structuring, analysing complex transactions, and understanding the inner workings of investment banking. But soon, I felt the need to return to my original ambition—combining my financial expertise with the hospitality industry.

You then moved to Marriott, marking a return to the hotel sector. Why this transition?

At Marriott, I was able to apply my financial knowledge to resort management while also gaining operational experience. This reinforced my passion for luxury hospitality. I then worked on the Paris 2024 Olympic project during the second half of my gap year. These experiences confirmed my desire to build my own company, with a distinctive approach to luxury hospitality.

Noam Group was founded in 2022. What is your vision?

Noam Group is a property management company specialising in ultra-luxury hospitality, offering exclusive buyout options for each estate. Every stay is designed as a holistic experience, immersing guests in the local culture and bespoke activities. Our services are entirely in-house, featuring a private chef, estate manager, butler, concierge, and a dedicated housekeeping team. Guests can customise their stay with tailored add-ons. Our mission is to deliver exceptional, discreet, and highly personalised experiences that cater to the most refined tastes.

Our unique buyout model ensures that each property is fully privatised for a single client at a time. 

How does Noam Group differentiate itself in the luxury market?

We don’t just provide accommodation; we offer an all-encompassing experience. Our guests enjoy exclusive access to remarkable estates with an unmatched level of personalisation. Our unique buyout model ensures that each property is fully privatised for a single client at a time. We are dedicated to anticipating every need and fulfilling every request seamlessly.

Your business model emphasises local integration. Why is this so important?

True hospitality isn’t just about walls; it’s about people. We work with local teams in every destination. Most of our staff come from the regions where we operate. We don’t believe in importing a generic, standardised luxury model. Instead, we curate immersive experiences rooted in local culture, tailored to the desires of our guests. Our teams are our greatest asset and the heart of the experience we offer.

What are the biggest challenges in ultra-luxury hospitality today?

The industry is evolving towards increasingly personalised and exclusive experiences. Today’s luxury travellers seek uniqueness, bespoke services, and deep cultural immersion. The key challenge is maintaining absolute excellence while being flexible and anticipating every need.

Our clients expect complete adaptability—privatised stays tailored precisely to their desires, from curated local experiences to ultra-personalised services. We focus on authenticity, quality, and seamless service to ensure every stay is an extraordinary escape.

What are your future plans for Noam Group?

We launched with Noam Bora Bora, a private villa on an exclusive island in French Polynesia, embodying our vision of absolute luxury, total privacy, and cultural harmony. We have upcoming openings in other pristine locations, always maintaining our immersive and ultra-personalised approach.

Looking back, how do you see your journey—from culinary arts to finance and luxury hospitality?

Every step shaped who I am today. The precision of haute cuisine, the analytical mindset from finance, and my passion for hospitality have allowed me to create a unique model that reflects my vision. My driving force is crafting unforgettable experiences for our clients while building a brand that stands for excellence, discretion, and innovation.

Finally, what advice would you give SKEMA students considering an unconventional career path?

Don’t limit yourself to one field. Today’s careers are no longer linear. What matters is curiosity, continuous learning, and the courage to combine different skill sets to create something truly unique. Taking risks is the first step toward success.

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