The Hurghada Now Interview: Lou Jones

Ask any foreign Business owner in Hurghada what brought them here and you’ll hear a fascinating story. Luck may have played a part, but few would describe their journey as pure accident. We sat down with Lou Jones, founder of Luluz Apartments Al Ahyaa, to discover what drew a former British school teacher to Egypt and what inspired her to bring an unique new wave of accommodation to Hurghada.

So, did you really come to this country by accident?

In a way, yes. Back in 2021 when international travel was opening up again after Covid, a friend suggested a holiday. The choices were Hurghada or Istanbul, so we flipped a coin. Hurghada won. Looking back now, it’s hard to believe that a single coin toss changed my life.

Some would call it destiny, perhaps?

Oh I would definitely agree with that. When I first stepped off the plane I felt a strong instant connection to Egypt, like I’d been here before. I’ll never be able to explain that but it was very powerful.

What made you decide to start a business here?

I was actually asked to source a building for a property business associate. I suggested the El Nour area to them, found the building for them and their plans changed. So I found myself standing and looking at this lovely newly renovated block, in a great up and coming location and I thought, “I could do this”. And that was it.

What was your vision for Luluz?

I think the vision was there for a while. I had started to see the city through the eyes of tourists, ex-pats, digital nomads and people who were starting new lives in Hurghada. And I was hearing about their needs and experiences with accommodation. I just listened to people. A lot of foreigners were staying for a few months to see if they liked their new lives here. For these people, their core living needs were fair management, reliable Wifi, privacy but also a need for community, flexibility with furnishings and support with settling in. They needed more than just a key and a contract. They wanted a place that felt like home.

Sounds like quite a challenge. Where did you start?

I taught myself Egyptian Arabic and discovered El Arosa tea! Both were essential. I wanted to build something with character and personality. So I decided to mix Arabic and English design together. I spent 2 months going daily from Al Ahyaa to Dahar in the hottest months of the year, to find incredible carpenters, tradesmen and furniture makers. Some of these streets are unknown to many people and yet the quality of their design and manufacturing is outstanding. I love the warmth and elegance of Arabic decor and it blended surprisingly well with the quirky and classic elements of English design. I remember carrying my William Morris Design book around with me everywhere to hold up against lights, lampshades and sofas! I wanted my Guests to enjoy the best of both worlds. I was kindly gifted a red English Telephone box as a Christmas present last year, and it stands proudly outside the building!

What have the Guests’ responses been to all of this?

Absolutely brilliant. I opened for business in July 2025. I finished a renovation of the large Rooftop area to provide a communal space for sunbathing, relaxing and barbecues and this attracted my first long-stay residents. Then I opened several apartments for short stay on Airbnb and Booking.com. I became an Airbnb Superhost after just 2 months. You’ve got to be doing something right for that to happen. I have always believed in excellent customer service and going that extra mile for Guests is so important

Any great guest stories or hosting tips?

I’m afraid the guest stories stay with me, but I’ve got only two main hosting tips to be honest. First is to be welcoming and genuinely enjoy what you are doing. You are offering a home, even if it’s just for a night, and that requires a warm and helpful host. And the most important hosting tip is to have a great team beside you. If you have it, treasure it, it will keep you going strong when you need it most.

So what do you currently offer at Luluz?

The best selection of 1, 2 and 3 bedroom apartments in Al Ahyaa and a studio apartment with its own private rooftop terrace. I’m currently working on a great Winter Sun package for 1, 2 or 3 months. Feel free to come and meet me in my office (ground floor of the Luluz building) and we can see what we have available. I accept direct bookings and offer short, medium and long-term stay Guests. I also make a lovely cup of tea!

Do you miss the classroom?

No, I love what I do now too much. I’m grateful for the discipline that the teaching profession gave me. That never leaves you.