Honouring Saudi tradition, delivering worldclass innovation
20 THE WORLD’S FIRST HOTEL OF HAPPINESS
Inspired by the Danish philosophy of hygge, comfort, connection and the joy of simple pleasures, Kleindienst Group is preparing to launch Hygge Hotel at The Heart of Europe
28 TALK OF THE TOWN
Meet the Top 30 PR Hotshots of 2025
68 THE LOYALTY TRAP
Why Middle East hotels can’t rely on point programs alone
70 FROM THE FLOOR TO GENERAL MANAGER
The hospitality industry is fast paced, demanding, and deeply rewarding, but for women, rising to leadership roles often comes with unique challenges
76 SUSTAINABILITY INNOVATION FORUM & AWARDS 2025
Organised by BNC Publishing, the evening celebrated the pioneers, disruptors and visionaries who are rewriting the sustainability playbook across the Middle East
90 AI BOOKING TOOLS
What works and what to watch out for
The new caviar for Dubai elites
MATCHA
Wissam Younane wissam@bncpublishing.net
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EDITOR-IN-CHIEF
Seymone L Moodley seymone@bncpublishing.net
COMMERCIAL MANAGER
Alex Brown alex@bncpublishing.net
MARKETING & COMMUNICATION LEAD
Aaron Joshua Sinamban aj@bncpublishing.net
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Karan Moodley karan@bncpublishing.net
PHOTOGRAPHY
Joel Amparo
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CREATIVE LEAD
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Contributors
Hospitality Voices This Month
01
EMILE RAZZOUK Founder & CEO, OAK Hospitality,
“Saudi Arabia was transforming through Vision 2030, and the market needed operators who could deliver worldclass experiences while honouring the Kingdom’s rich heritage.”
VIDISHA BATHWAL, Founder of Paprika
“I’ve seen firsthand how matcha has transitioned from a wellness trend to a cultural symbol of elite living in Dubai.”
PARISA SEIF, Managing Partner, Kleindienst Group
“With just 96 carefully curated rooms and suites, exclusivity will feel natural rather than manufactured.”
03 02 04
LORENA GUERRERO, General Manager, Isola Ristorante
“If there’s one takeaway, it’s that curiosity, hard work, and adaptability can open doors anywhere in the world.”
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“Don’t love your job, job your love.” Another one of those podcast one-liners that’s either genius or gibberish. Honestly, I still don’t know what she meant, but it stuck and here we are.
It reminded me of that old idiom: “the squeaky wheel gets the grease.” Translation? If you make enough noise, someone eventually pays attention. But it’s a double-edged sword. Some people will do anything to avoid conflict, even when speaking up would help. Others? They’ve made squeaking a career path. As for me (and maybe you too), I’ve always got something to say, but I know if I said it all, not everyone would thank me for it. So, I mind my business, my manners and move on. That doesn’t mean I'm not relentless. Relentless is smooth, calculated and focused. Relentless is what happens in the background of all the squeaking.
Job Your Love
Maybe instead of “Don’t love your job, job your love” just be quiet and do your job. Unless you’re in PR, because in PR, you actually get paid to make as much noise as you can!
And in hospitality, PR is everything. It’s not just press releases and pretty grids; it’s the pulse of perception. It’s the story behind the soft opening, the headline behind the reveal, the line that makes a dinner unforgettable. The best PR people don’t wait for attention; they create it. They’re the ones turning details into headlines and brands into emotions. The quiet architects of visibility, credibility and desirability. They make sure the right ones get noticed and, in this issue, we made sure they are noticed.
Congratulations to the Top 30 PR Hotshots, and thank you to every agency and every individual who makes sure hospitality never stays quiet for long.
And with that, remember, don’t face your fears, fear your face. Until next time.
SEYMONE L MOODLEY EDITOR-IN-CHIEF seymone@bncpublishing.net
Seymone Leigh Moodley seymonemoodley
PASTAMAMMA: RIYADH’S NEW GO-TO FOR MODERN ITALIAN FLAVOURS
Pastamamma, the restaurant that’s already won over diners in Dubai with its vibrant Italian contemporary dishes and inviting vibe, announces the grand opening of its latest venture right here in the heart of Riyadh.
This exciting new spot is nestled within the Riyadh Park Mall, ready to offer residents and visitors a fresh, dynamic take on an Italian dining experience.
MANDARIN ORIENTAL TO DEBUT IN DOWNTOWN DUBAI WITH LANDMARK OPENING
AT
WASL TOWER IN OCTOBER
Mandarin Oriental, globally recognised for its exceptional hospitality and luxury residences, is strengthening its presence in the region with the upcoming launch of its second property in Dubai.
Set within the striking Wasl Tower, a new architectural icon on Sheikh Zayed Road, Mandarin Oriental Downtown, Dubai is scheduled to open in October 2025.
“EMIRATES
LEISURE RETAIL (ELR)” SIGNS FIRST OFFICIAL AGREEMENT WITH “SADDLE” TO OPEN A FRANCHISE AT DUBAI INTERNATIONAL
(DXB)
Emirates Leisure Retail (ELR), a subsidiary of the Emirates Group offering 5-star hospitality and F&B solutions, has signed a franchise agreement with Saddle Group to open the first branch of Saddle Café in the Arrivals area of Terminal 3 at DXB, before the end of the year.
This step comes within the framework of the parties’ commitment to delivering exceptional hospitality experiences that reflect Dubai’s global spirit and enhance the presence of Emirati brands in the country’s most strategic locations.
Radisson Hotel Group is proud to announce the signing of a flagship new-build property on Montenegro’s stunning Adriatic coast: Radisson Blu Hotel & Residences, Tivat. This signing with ALK Group, marks a significant step in the Group’s strategy to expand its presence across the Balkans, where the portfolio now consists of 30 hotels and over 5,600 rooms in operation or under development.
RADISSON HOTEL GROUP ACCELERATES ADRIATIC GROWTH WITH A NEW FLAGSHIP SIGNING IN MONTENEGRO
RAS AL
KHAIMAH
APPOINTS GLOBAL TOURISM LEADER PHILLIPA HARRISON AS
CEO OF RAKTDA
The Government of Ras Al Khaimah has announced the appointment of Phillipa Harrison as the new CEO of Ras Al Khaimah Tourism Development Authority (RAKTDA).
Ms. Harrison, the former Managing Director of Tourism Australia, will spearhead the Emirate’s bold vision to become the ‘Destination of the Future’, bringing decades of international tourism expertise across Australia and other global markets.
HYATT APPOINTS NIZAR WESHAH AS AREA VICE PRESIDENT TO SUPPORT STRATEGIC EXPANSION IN KSA
Hyatt has announced the appointment of Nizar Weshah as Area Vice President of Saudi Arabia, reinforcing the brand’s commitment to accelerating growth and delivering elevated guest experiences across the Kingdom.
Weshah, now takes on a wider role overseeing Hyatt’s operational strategy, performance, and expansion plans across the Saudi market, while continuing to lead as the General Manager of Hyatt’s flagship property in Al Khobar, Grand Hyatt Al Khobar Hotel and Residences.
TIME HOTELS REPORTS IMPRESSIVE 6.3% SUMMER 2025 OCCUPANCY GROWTH
TIME Hotels, the UAE-born hospitality brand, has announced positive summer 2025 results, recording significant yearon-year growth in occupancy, Average Daily Rates (ADR), and Revenue Per Available Room (RevPar), underscoring the company’s strategic focus on high-growth markets and highlighting the region’s increasing appeal as a year-round tourism destination.
During June this year, TIME Hotels saw a notable 6.3% rise in occupancy compared to the previous year, indicating increased demand during the quieter summer months. Year-to-date, the group has achieved an overall 16.6% growth in occupancy compared to the same period in 2024, demonstrating the company’s ability to sustain volume during off-peak travel periods.
THE WB™ ABU DHABI, CURIO COLLECTION BY HILTON™ APPOINTS CHEF SIMONE DE VIVO AS EXECUTIVE CHEF
The WB™ Abu Dhabi, Curio Collection by Hilton™ proudly announces the appointment of Chef Simone De Vivo as Executive Chef, reinforcing the hotel’s commitment to offering unforgettable dining experiences on Yas Island.
With more than two decades of international culinary expertise, Chef Simone brings a bold vision shaped by his roots in Napoli and refined through years of experience across top-tier hospitality brands, including The Ritz-Carlton, Atlantis Paradise Island, Sandals Resorts and Conrad Abu Dhabi Etihad Towers. His journey from Italy to the Caribbean, Spain, and the UAE has equipped him with a dynamic and global culinary perspective.
A New Table
for the Industry
Ten handpicked seats, one unforgettable night
Hospitality has always been about the table, who you invite, what you share and the conversations that follow. You spend your days running hotels, managing teams, signing deals, plating dishes, and building brands, and we’ve spent ours building a new table for you.
Dinner at 8 is not another industry dinner. Not another networking event. It’s a table with intention. Ten people, one night, good food, good drinks, and even better conversation. A place where hoteliers, innovators, caterers, chefs, operators, and suppliers come together.
The goal is to bring the industry together in a way that feels natural, personal, and valuable. And for our partners, it’s an opportunity to sit shoulder-to-shoulder with their customers, potential partners, and suppliers, not across a boardroom table, but across a dinner table where some of the best deals are known to happen.
For our very first edition, we partnered with UNOX, who understood exactly what we were trying to do. Together, we launched a series that’s as much about people as it is about business, because in hospitality, the two go hand in hand.
Around the table: Amit Arora, Chief Operating Officer at Arada; Chef Mariam Almansoori of Kashtat Amina, the first Emirati to win the Gold Award for ‘Best in Culinary Art’ in France; Naman Gupta, Chef at NH Collection Dubai The Palm; Omar Shihab, Founder of BOCA, a Michelin Green Star restaurant; Conor Dirks, Head Chef at Bungalo34; Célia Stoecklin of Fi’lia, recognised with a Bib Gourmand in the Michelin Guide 2023 and Pro Chef of the Year 2024; Kyung Soo Moon of Sushisamba; Andy Cuthbert, General Manager of ICCA Dubai, joined by Josephine Cuthbert; and Russell Impiazzi, Executive Chef of Sofitel Dubai The Obelisk.
The debut edition, made possible with UNOX, proved the power of a simple idea done well. The next dinners will bring new themes, new settings, and new faces, but the philosophy won’t change intimate, deliberate, and unforgettable. Your Sear Awaits.
Be part of the next Dinner at 8.
Sit at the table with the people shaping hospitality, your customers, your partners, your future.
To partner with Hotel & Catering for the next edition, contact seymone@bncpublishing.net
THE WORLD’S FIRST HOTEL of Happiness
Dubai is about to welcome a different kind of luxury. Inspired by the Danish philosophy of hygge, comfort, connection and the joy of simple pleasures, Kleindienst Group is preparing to launch Hygge Hotel at The Heart of Europe. Set to open in 2027, the 96-key property focuses on “emotional luxury” through thoughtful design, Nordic cuisine, and sustainability. We spoke with Parisa Seif, Managing Partner at Kleindienst Group, about the concept, design, and what guests can expect from Dubai’s future “Home of Happiness.”
The concept
In a city of superlatives, where luxury is often defined by scale and expense, we’ve come to realise that true luxury lies in those quiet moments when you can exhale deeply and feel at peace, bliss that money cannot buy. Happiness is the new luxury.
We conceptualised Hygge Hotel after the Danish philosophy of hygge, which celebrates presence and finding deep contentment in life’s simple pleasures. Guests today are no longer looking for just a stay; they’re seeking to feel something. They want emotional luxury experiences that nurture the soul rather than simply impress the senses. Investors, in turn, want to be part of projects that deliver this kind of experiential luxury.
At Hygge Hotel, we’re crafting a sanctuary for the senses, a space where conversations linger and families reconnect. It is, in essence, a Home of Happiness. Every design element will reflect this philosophy: from soft textures and warm
lighting to natural materials. But it goes deeper than aesthetics. Our team will be trained to create those intangible moments of warmth that transform a stay into a memory.
HWKN Architecture
Our decision to partner with HWKN Architecture wasn’t just about talent, it was about shared values. We wanted partners who believed that architecture should tell stories.
What drew us to HWKN was their pioneering approach to merging artificial intelligence with architectural design.
Their Founding Principal brings a distinctive perspective as a German-born architect leading a New York City firm, blending European sensibilities with New York ambition. That combination makes them uniquely suited to shaping a project at The Heart of Europe in The World Islands, Dubai.
The role of AI
Innovation happens at the intersection of technology and human insight. For Hygge Hotel, HWKN Architecture is thoughtfully integrating AI into their design process. Using tailored prompts and research, they’re ensuring the structure reflects its surroundings and conveys a clear character.
This isn’t about technology for technology’s sake. AI here is a tool for deeper storytelling, helping us anticipate guests’ needs and create opportunities for authentic connection and always staying true to the hygge philosophy.
“Hotel of Happiness” concept
At Hygge Hotel, we’re focused on thoughtful design and intentional experiences. Imagine cosy nooks, tactile accents in natural wood and wool, and communal dining spaces. Meals will highlight seasonal ingredients and simplicity, while wellness experiences will center on restoration, from saunas and quiet rituals to serene environments.
We’ve structured programming around the Hygge Way of Life, with thematic experiences based on the four elements: water, fire, earth, and air. Each creates signature moments of balance, from meditation and movement to contrast therapy and community rituals.
Ultimately, we’re curating a sanctuary where joy and contentment infuse every detail, helping guests rediscover the art of hygge in everyday life.
Raining Street & Snow Plaza
Connection to nature is a powerful mood enhancer, and we’re emulating this with Raining Street and Snow Plaza. While Dubai offers year-round sunshine, rain and snow are rare experiences.
Powered by German technology, our 1 km climate-controlled Raining Street delivers rainfall on demand. Watching guests’ delight when they first experience it is unforgettable. Similarly, Snow Plaza allows visitors to enjoy real falling snow, even in summer, creating the cosy winter ambiance central to hygge.
These aren’t mere novelties, they’re part of our commitment to immersive experiences. Guests will even be able to book rooms overlooking either Raining Street or Snow Plaza.
Nordic cuisine
We took inspiration from how Nordic cuisine honours purity and simplicity, preparing fresh ingredients in ways that let their natural flavours shine.
Hygge Hotel will feature four restaurants and bars, each embracing this philosophy. The cuisine will emphasise nature, seasonality, and sustainability, values that resonate strongly with today’s conscious travellers. Long-table dining, curated menus, and shared stories will form part of the experience, alongside the Danish tradition of kaffepause.
96 rooms
With just 96 carefully curated rooms and suites, exclusivity will feel natural rather than manufactured.
This limited inventory allows us to deliver intimate luxury, thoughtful details and personalised experiences that make a stay restorative. Our team will be able to anticipate guests’ needs and craft truly bespoke moments.
Sustainability Practices
Luxury should never come at the planet’s expense. At Hygge Hotel and across The Heart of Europe, sustainability is built into every operational decision.
Our properties already use solar power, reducing traditional energy reliance. We have advanced on-site desalination systems, recycle over 97% of our water, and enforce a zeromicroplastic discharge policy to protect marine ecosystems. Landscaping for our micro-jungles is entirely waste and pesticide-free.
We aim to grow produce on the island for a genuine farmto-table concept. Through our partnership with the Dubai Fishermen’s Association, all fish is locally sourced, ensuring freshness while reducing our carbon footprint.
Our Coral Institute is our most ambitious project producing over 5,000 coral specimens annually across eight species. It’s a decade-long commitment to regeneration. Guests can
enjoy uncompromising luxury while contributing to an environment that is actively improving.
Luxury hospitality in Dubai
Real luxury is health, happiness, family, and peace of mind, the things we often take for granted. In a city defined by superlatives, we’re introducing a new idea: that true luxury is emotional and simple.
With Hygge Hotel, we’re layering human-centred experiences over traditional hospitality, creating something deeply personal and resonant. This won’t be just another luxury hotel in Dubai; it’s a paradigm shift in how well-being is approached in hospitality.
2027 Opening
I want Hygge Hotel to represent a departure from ostentation and a return to simplicity. It’s about rewiring body and mind, strengthening bonds, and reconnecting with nature and community.
When we call it the Home of Happiness, we mean it. Guests will find genuine hospitality, joy, and presence in intentionally designed spaces and a chance to escape the noise of daily life.
A Personal Note
After years in a corporate career, I’ve learned that true wealth is in genuine moments like shared laughter, health, peace, and connection to nature.
The Hygge Hotel embodies what I’ve discovered makes life rich. Having travelled widely, I’ve seen that the happiest cultures prioritise connection over consumption, presence over productivity, and reverence for nature.
This project is my love letter to that wisdom. It’s a place that nurtures simplicity, joy, and emotional well-being. In luxury real estate, it’s easy to confuse excess with excellence. Hygge Hotel is my attempt to show that happiness isn’t something you chase, it’s something you allow yourself to feel.
PARISA SEIF, Managing Partner, Kleindienst Group
OAK The Touch
Honouring Saudi Tradition, Delivering World-Class Innovation
BY SEYMONE L. MOODLEY
In Saudi Arabia, hospitality is no longer just about serving meals or providing rooms; it’s about building ecosystems of culture, lifestyle, and community. Few groups embody this shift more clearly than OAK Hospitality, co-founded by Emile Razzouk, the Lebanese-born operator with a flair for creating soulful experiences, and Khaled AlOthaim, the Saudi entrepreneur whose long-view strategy and Vision 2030 alignment have made OAK one of the Kingdom’s most dynamic players.
Together, they’ve created a portfolio that spans restaurants, catering, beach clubs, events, residential villages, and even farms, all bound by a single philosophy: to honour Saudi tradition while delivering world-class innovation.
Filling the Gap
The foundation of OAK Hospitality was laid on a simple but powerful realisation: the Saudi market had matured beyond service alone. Guests were looking for more than just restaurants or accommodation; they wanted experiences that blended Saudi authenticity with international sophistication.
“Saudi Arabia was transforming through Vision 2030, and the market needed operators who could deliver world-class experiences while honouring the Kingdom’s rich heritage,” Emile recalls.
“There was a clear gap for a hospitality group that could seamlessly blend lifestyle, culture, and dining in ways that felt both internationally sophisticated and genuinely Saudi.”
Khaled adds another dimension, reflecting on his time studying Finance at Concordia University in Canada. “My international education taught me to think beyond boundaries, but my Saudi roots kept me grounded in what authentically matters here. When I came back during this transformative period, I realised we needed hospitality companies that could match the ambition of Vision 2030.”
That tension, international exposure meeting Saudi identity became the DNA of OAK.
From Scrappy Beginnings to Scale
The early days were anything but glamorous. OAK didn’t begin with flagship hotels or multimilliondollar resorts. It began with personal necessity.
Emile remembers the start vividly: “Living NEOM was where it all began. We initially built the first 13 rooms for personal use, just to make our stay more comfortable in a remote destination. Very quickly, we saw the opportunity to rent them out. Guests appreciated our standards, and word spread. Thirteen rooms became 80 within a year and 440 the year after.”
EMILE RAZZOUK, founder & CEO, OAK Hospitality
It wasn’t just about rooms; it was about building community in places that had none. In NEOM, OAK wasn’t just providing beds, they were creating ecosystems: restaurants, catering kitchens, laundry, and even spaces for social connection. “Each OAK Living became a hospitality hub serving its respective city,” Emile explains.
Khaled recognised early that this multi-vertical approach was key. “I saw an opportunity to own the entire customer journey,” he says. “Instead of being just another catering company competing on price, we became the one-stop solution for hospitality needs. It’s also about risk management. When one vertical faces challenges, others compensate. Most importantly, it creates barriers for competitors as it’s much harder to compete against a full-service hospitality ecosystem.”
What began as a scrappy experiment in the desert has since grown into a portfolio that touches almost every angle of the guest experience.
Family, Passion, and the Early Brands
If NEOM proved OAK’s scale, the early F&B concepts proved its soul.
“Monkey Business and Shawarma Wrappers were our first QSR brands, and they were deeply personal,” Emile says. Monkey Business’s mascot, for example, was affectionately named Doudou after his daughter’s childhood nickname. “These weren’t just business ventures; they were family projects born from passion. Every challenge we faced created bonds that go far beyond typical business relationships.”
KHALED ALOTHAIM, Founder & Chairman, OAK Hospitality
The story of OAK is dotted with these personal touches. What could have been simply commercial exercises became markers of identity, culture, and connection. That same intimacy is what gives OAK’s newer projects their unique warmth whether it’s a mocktail bar on the Red Sea or a popup dining experience in AlUla.
The OAK Touch
Every hospitality group talks about standards, but for Emile, consistency is the invisible glue that holds OAK together. “In hospitality and F&B, consistency is often invisible, yet it’s what builds trust. When the first bite tastes the same every time, or when every pillow smells freshly laundered and feels identical no matter which room you stay in, it creates comfort. In dining, it’s flavour; in hotels, it’s the sleep experience.”
This is what he calls the OAK touch: the ability to honour tradition while embracing innovation. Local sourcing plays a big role, OAK’s own farm in AlUla provides herbs, greens, and dates that tie their menus directly to the land. Saudi hospitality traditions, such as generosity and attention to guests, are embedded into operations. Yet the execution is unmistakably world-class.
For Khaled, the OAK touch is scalable through the LIVING concept. “It’s not just accommodation; it’s a platform where all our businesses integrate seamlessly.
Guests staying with us aren’t just renting a unit; they’re experiencing our restaurants, our catering, our services. That integrated approach is what makes the model exportable.”
Defining Moments on the Global Stage
If OAK’s DNA was built in villages and QSRs, its reputation was forged on the world stage.
Few projects tested the group as much as Saudi Arabia’s F1 events. Hosting global VIPs while representing the Kingdom meant there was no room for error. “The F1 events were particularly defining because they showcased our ability to blend international sophistication with Saudi hospitality on a global stage,” Emile explains.
But the project that truly lives in his memory is the NEOM Beach Games. “It was our first awarded hospitality management project. Imagine: 300 VIP rooms by the sea, fully occupied for three months, with restaurants, QSRs, award ceremonies, and countless services running in parallel. We had just one week to set up an industrial laundry, hire and train an entire housekeeping team, and build an on-site catering kitchen from scratch.”
That challenge didn’t just test the team’s limits; it bonded them in pride. “The experience not only secured OAK a place as one of NEOM’s preferred vendors but also gave our team an unparalleled sense of belonging.”
Leadership and Culture
OAK’s culture mirrors the personalities of its two founders. For Emile, leadership is about trust and empowerment. “Although I’m hands-on, my role is to set the vision, provide resources, and then trust my team to execute brilliantly. Hospitality is tough and stressful. So for me, whatever I venture into has to be more than profitable. It has to be fun. If it’s not exciting, we simply don’t want it.”
For Khaled, leadership comes with a focus on criteria and alignment. Every new venture must meet three conditions: contribute to Vision 2030, integrate with OAK’s ecosystem, and offer competitive timing. “Beyond that, our people must be passionate about it. If they’re not excited, it won’t succeed.”
Together, they’ve created a culture where the team sees itself as part of a bigger national mission. “Our team sees these high-profile events as opportunities to demonstrate that Saudi hospitality can compete with anyone, anywhere,” Emile says. “The extra mile comes naturally when people feel they’re contributing to their country’s story.”
What’s Next
The road ahead is ambitious. OAK Villages is rebranding into LIVING, with Jazan Living launching 500 residen-
tial units. Seaside Living will become the Kingdom’s first private coastal destination, with 65 residences, restaurants, and a beach club all in partnership with the Royal Commission.
Beyond hospitality, OAK is stepping into warehouse and supply chain solutions, creating efficiencies not just for itself but for the wider industry. And in a surprising but natural extension, the group is bringing hospitality principles into healthcare through SmartMed, their long-time medical partner. “We plan on injecting hospitality values into healthcare turning healthy living into a lifestyle experience,” Emile says.
For Khaled, the measure of success isn’t just financial. “Ultimately, I’ll measure it by whether we’ve helped establish Saudi Arabia as a global hospitality destination that others want to learn from, not just visit.”
From a 13-room experiment in NEOM to a multi-vertical powerhouse shaping Saudi Arabia’s global hospitality reputation, OAK Hospitality’s story is one of vision meeting execution, passion meeting precision.
It is a story written in small details, a mascot named after a daughter’s nickname, a farm that feeds remote villages, a pillow that always smells the
“From a 13-room experiment in NEOM to a multi-vertical powerhouse shaping Saudi Arabia’s global hospitality reputation.
same but told on a grand stage, from F1 paddocks to coastal resorts.
As Vision 2030 propels the Kingdom into a new era, OAK Hospitality is not simply following the transformation. It is helping define it.
And for Emile and Khaled, this is just the beginning.
TALK OF THE TOWN
MEET THE TOP 30 PR HOTSHOTS OF 2025
They don’t just shape the narrative; they are the narrative. From masterminding the launches of five-star hotel and luxury restaurant rollouts to turning brands into buzzwords, these 30 PR pros are the invisible force behind the headlines, hashtags and high-profile moments that define our industry.
They whisper to editors, wine and dine influencers, script CEOs, and finesse crisis comms before most of us finish our morning espresso. They know when to speak, when to pause, and exactly which words will land.
Whether they’re spotlighting Michelin stars or setting the stage for Vision 2030, the class of 2025 isn’t just managing reputations; they’re building empires, one perfectly pitched story at a time. These are the Top 30 PR Hotshots of 2025.
TALK OF THE TOWN
ALINA ABRAMOVICH
Group Director of Marketing, Erth Abu Dhabi
With more than 12 years of experience in luxury hotel public relations and marketing, Alina Abramovich has established herself as a trusted voice in hospitality brand building. She is currently the Group Director of Marketing at ERTH Abu Dhabi, where she leads the property’s brand strategy and communications agenda.
Her career has included senior marketing roles at some of the region’s most prestigious hotels, among them The St. Regis Saadiyat Island Resort and Kempinski Hotel Mall of the Emirates. Beyond the UAE, she has worked across Russia and the UK with globally recognised brands including Marriott, Swissôtel, and Radisson Blu, giving her a truly international perspective on market dynamics and consumer behaviour.
Alina holds a BA in Global Marketing from the University of Westminster, London, where she specialised in branding, consumer psychology, and public relations. Today, she continues to serve as a University of Westminster Ambassador, underscoring her commitment to education and mentorship within the industry.
Fluent in English and Russian, with conversational proficiency in French and German, Alina combines cross-cultural insight with a passion for storytelling to craft strategies that elevate luxury hospitality brands on the global stage.
“Fluent
in English and Russian, with conversational proficiency in French and German, Alina combines cross-cultural insight with a passion for storytelling to craft strategies that elevate luxury hospitality brands on the global stage.
HANGZHOU YOUR
NEW ROUTE TO ANCIENT CHINA
Now you can fly Emirates to Hangzhou, one of the seven ancient capitals of China. Explore its vast history and culture, and experience the famous West Lake, an inspiration for generations of artists and poets. Fly in comfort all the way with our world-class service. Indulge in delicious regional meals and recline to hours of award-winning entertainment.
AMEEN MOHAMED
Multi-Property Deputy Director of Marketing, The St. Regis Saadiyat Island Resort, Abu Dhabi and Al Wathba, a Luxury Collection Desert Resort & Spa, Abu Dhabi
Ameen Mohamed has built a reputation as a marketing leader with the ability to balance strategy, creativity, and measurable results. Since his promotion to Multi-Property Deputy Director of Marketing, he has been responsible for driving the performance of two of Abu Dhabi’s standout luxury destinations: The St. Regis Saadiyat Island Resort and Al Wathba, a Luxury Collection Desert Resort & Spa.
In his role, Ameen has spearheaded initiatives that strengthened brand visibility while also delivering growth in guest engagement and revenue. His campaigns combine data-driven insights with authentic storytelling, ensuring that the properties remain relevant and appealing across global and regional markets.
Some of his notable projects include the launch of Café Ginori, the relaunch of Sontaya restaurant, and collaborations with international names such as KAYALI and Sotheby’s. Each of these has been designed to elevate guest experiences and position the resorts at the forefront of luxury hospitality in the UAE. Ameen has also played an active role in developing partnerships that connect the properties to wider lifestyle, travel, and luxury networks.
Sustainability is another area where Ameen has made a clear impact. He oversaw the introduction of a hydroponic farm, a project that reduces the properties’ environmental footprint while at the same time enhancing the F&B offering. By linking sustainability to guest experience, Ameen has shown that environmental responsibility can sit at the heart of luxury hospitality.
His leadership extends beyond campaigns. Ameen places emphasis on cross-departmental collaboration, aligning marketing closely with sales and F&B to deliver a consistent brand message. He is also committed to mentoring and developing his team, ensuring that creativity and innovation continue to be embedded within the department.
Whether it is reinforcing The St. Regis Saadiyat Island Resort’s standing as an iconic beachfront address or amplifying the unique desert narrative of Al Wathba, Ameen has shown an ability to adapt strategies to the distinct strengths of each property. His work has not only raised the profile of these two resorts but has also contributed to the strength of the wider Marriott Luxury portfolio in the UAE.
Through his focus on results, collaboration, and innovation, Ameen Mohamed has become an influential figure in hospitality marketing, helping shape how luxury is communicated and experienced in the region.
ANANDA SHAKESPEARE
Founder & CEO, Shakespeare Communications
Since founding Shakespeare Communications in 2014, Ananda Shakespeare has grown her boutique agency into a respected PR player across the Middle East and beyond, particularly in hospitality and F&B. Known for a relationship-driven ethos, her team has built long-standing partnerships with brands such as The Brooklyn Creamery, SAMBAZON, and STORY Hospitality, delivering consistent visibility through launches, activations, and industry events.
Her portfolio spans high-profile projects including House of Pops’ rise from kiosks to international disruptor, SEVEN’s landmark launch in Saudi Arabia, and campaigns for The World residential yacht, Plantation Villa Sri Lanka, and Dubai’s DRIP Burgers.
Beyond client work, Ananda is an active voice in the PR community: a MEPRA member and judge, part of The Marketing Society and Alliance of Independent Agencies, and a regular speaker across media platforms. She also fosters industry dialogue through her journalist-PR WhatsApp group, monthly media coffee mornings, and networking initiatives.
Under her leadership, Shakespeare Communications has expanded organically across Europe while championing ethical, sustainable, and long-term strategies cementing Ananda’s reputation as a PR powerhouse who bridges brands, media, and stakeholders with measurable impact.
CYRINE EL KLIFI Founder, OUI SHINE
Cyrine El Klifi is an award-winning PR and marketing leader whose career has spanned more than a decade in the UAE, shaping the communications strategies of some of the region’s most prestigious hospitality and lifestyle brands. Before establishing her own agency, she worked with leading groups such as Accor Hotels, Emaar, and Barceló Group, where her innovative campaigns and consistent results earned her recognition as F&B PR Marketing Manager of the Year at the 2022 Leaders in Hospitality Awards.
In 2024, Cyrine founded OUI SHINE, a boutique marketing and communications agency in Dubai specialising in luxury hospitality, F&B, lifestyle, and travel. Within its first year, OUI SHINE was ranked among the Top 40 Best PR Agencies in the Middle East, a testament to her vision and the agency’s impact. Today, she continues to set benchmarks in the industry, building strong media and client partnerships, crafting campaigns that resonate globally, and positioning her clients as leaders in highly competitive markets. Cyrine’s achievements reflect her reputation as a trusted strategist, storyteller, and connector in the region’s PR and hospitality landscape.
FARAH SAWAF Founder, Soul Communications
For nearly 16 years, Farah Sawaf has been a defining voice in the UAE’s culinary and lifestyle landscape. As the Founder of Soul Communications, she has built more than just an agency, she has cultivated a family of storytellers who champion authenticity, creativity, and connection.
Since launching Soul in 2010, Farah has led it with a vision to bring warmth and sincerity back into PR. That vision has shaped the agency into one of the country’s most trusted names, known for its long-term relationships and campaigns that feel intentional and personal. Under her leadership, Soul has proudly represented Deliveroo for eight years and continues to partner with some of the UAE’s most beloved brands, including Pickl, Bonbird, Pitfire Pizza, Allo Beirut, Ibn AlBahr, Saddle, Feels Café, Brunch & Cake, CQ, Couqley, and Girl & the Goose. Many of these collaborations span years, a reflection of Soul’s ability to evolve alongside its clients.
Soul’s reach extends beyond F&B into culture and lifestyle, with nearly a decade-long partnership with Washmen and enduring collaborations with Cinema Akil. The agency doesn’t just manage accounts, it actively supports the community, sponsoring initiatives such as Reel Palestine and Arab Cinema Week, reinforcing Farah’s belief that PR is at its best when it nurtures culture as much as commerce.
From milestone restaurant openings to cultural collaborations, Farah has ensured every Soul campaign is crafted with intention, impact, and a human touch. Today, she balances her role as a communications leader and entrepreneur with being a dedicated mother of three, embodying the very values her agency was built on: connection, humility, and heart.
With bold launches and cultural partnerships ahead, Soul Communications remains rooted in sincerity and creativity, a reflection of Farah’s belief that the most powerful stories are those told with soul.
“The agency doesn’t just manage accounts, it actively supports the community, sponsoring initiatives such as Reel Palestine and Arab Cinema Week, reinforcing Farah’s belief that PR is at its best when it nurtures culture as much as commerce.
With over 12 years of digital marketing expertise in the hospitality sector, Ferry Trinidad has built a strong track record leading marketing and communications for five-star hotels, resorts and business properties across the UAE. His work has earned industry recognition, including the Best Practice Award for Digital Marketing from Accor in 2023, affirming his innovative approach to brand visibility and digital strategy.
Currently overseeing marketing and PR for the 999-key Accor cluster in Dubai’s historic Deira/Gold District, Ferry manages six properties under Valor Hospitality on behalf of ICD. His role spans digital engagement, campaign development, brand collaborations, media relations and community partnerships. He has been invited as a panellist at the Arabian Travel Market and has collaborated with global brands such as Air France/KLM, Nikon, and Canon to drive impactful partnerships that keep the cluster relevant and visible in a competitive market.
Among his recent achievements is the launch of Wonders of Wok at Blue Panda, a pan-Asian culinary event that attracted 30 key media and influencers. He also played a pivotal role in the reflagging of six properties under Accor in 2025, ensuring seamless transitions while maintaining RevPAR performance and opening opportunities for cross-property activations. His leadership during Ramadan 2025 further highlighted his ability to combine community engagement with commercial performance.
further amplify brand visibility, he launched Createcation in partnership with Nikon, offering aspiring creators the opportunity to build their portfolios while showcasing the cluster’s facilities.
Ferry has also been instrumental in blending lifestyle and wellness into the cluster’s programming. As part of Novotel Dubai Gold District’s support for World Ocean Day, he partnered with Art Forum UAE and Salini Art Divine to host an art workshop showcasing the importance of the ocean, while his summer initiatives, such as the family-friendly Super Brunch Color Splash Edition and Morning Flow yoga and painting sessions, helped position the properties as destinations for families and wellness seekers. To
A Magna Cum Laude graduate in Broadcast Communication from the University of the Philippines, Ferry transitioned from media into hospitality, leveraging his background in content and digital strategy. Having been with Accor for seven years, he is regarded as a true brand ambassador, blending data-led insights with creativity to elevate guest engagement, media coverage and community presence. His leadership continues to set benchmarks in hospitality marketing, ensuring his properties are not only competitive but also culturally and socially connected to Dubai’s evolving landscape.
GEORGINA WOOLLAMS EDWARDS Founder and Managing Director, Katch International
Georgina Woollams Edwards is a seasoned communications leader with more than twenty years of experience shaping the hospitality, lifestyle, and cultural narratives that define the GCC, MENA, and international markets. As Founder and Managing Director of Katch International, she
has earned a reputation for crafting strategies that move beyond visibility to create lasting emotional connections between brands and their audiences.
Her expertise has been pivotal in positioning some of the world’s most iconic destinations, including Atlantis The Royal, Banyan Tree Dubai, Mett Marbella, and flagship properties under Marriott, Four Seasons, Address Hotels, and Rove. She has also steered global F&B concepts such as Tree House, Hilton Dubai Palm Jumeirah’s dining portfolio, Pierre Hermé, Cavalli Café in Beirut, Cirque le Soir in Shanghai, and Lewis Hamilton’s Neat Burger in the UK and US. By treating hospitality not as standalone operations but as integral parts of wider lifestyle ecosystems, Georgina has enabled brands to embed themselves into the cultural fabric of their markets.
Since founding Katch International in London fifteen years ago, she has grown it into a multicultural hub headquartered in Dubai, with a strong presence in Saudi Arabia. Today, the agency’s global portfolio includes Michelin, UAE Restaurant Group, Fundamental, Sunset Hospitality, Accor, Marriott, Four Seasons, Address Hotels, and Rove Hotels.
Recognised as a thought leader, Georgina has been profiled in Caterer Middle East’s Power List and regularly contributes to conversations on the future of communications. She champions the concept of “experiential PR” or PR 3.0, rooted in the belief that stories resonate most deeply when told through immersive, human-centred experiences. Her perspectives have been featured on platforms including the Global Restaurant Investment Forum and the British Business Group. Beyond hospitality, she is increasingly active in the longevity space, exploring both the science and the soul of brand storytelling.
At the core of her philosophy is the conviction that culture matters more than strategy. By localising global narratives, amplifying authentic voices, and putting people at the heart of storytelling, she has redefined how brands engage with the world. Complementing her professional work, Georgina also founded CIC Mum Love, an initiative supporting mothers transitioning back into the workplace, reflecting her broader commitment to inclusivity, empathy, and leadership with purpose.
HARSHLEEN KAUR
Cluster Digital and PR Manager, Pullman Dubai Jumeirah Lakes Towers, Novotel and ibis Abu Dhabi Gate, Accor
With experience spanning India, Canada, and now the UAE, Harshleen has quickly established herself as one of the most dynamic PR and communications professionals in the region. Over the past two years with the Accor Group, she has led digital and PR for the cluster of Pullman Dubai Jumeirah Lakes Towers, Novotel, and ibis Abu Dhabi Gate, transforming the cluster’s communications and brand presence from the ground up.
She has been instrumental in reshaping the PR department, driving strategic initiatives and forging partnerships with leading organisations, including Al Jalila Foundation, World Wide Fund for Nature (WWF), and Emirates Cancer Society. Her campaigns have ranged from immersive dining experiences like Message in a Bottle to high-profile activations such as Pizza Acrobatics Weeks in Dubai and Abu Dhabi, collectively garnering millions of impressions and views while positioning the hotels as trendsetters in the region.
Under her leadership, influencer collaborations have expanded significantly, with more than 100 carefully
selected creators engaged across multiple campaigns and platforms, delivering strong ROI and high audience engagement. She has also played a pivotal role in elevating the three properties during the hospitality awards season, securing shortlistings across seven categories, from sustainability to leadership and innovation, firmly establishing the cluster as a preferred destination for both B2B and B2C travellers.
Currently, Harshleen is spearheading the high-profile launch of Pullman Dubai JLT’s newly renovated lobby and public areas, ensuring that every touchpoint reflects the brand’s vision and innovation. Her work seamlessly blends strategy, creativity, and measurable results, consistently delivering exceptional outcomes across every campaign.
“Every campaign, partnership, and initiative is an opportunity to connect with people meaningfully while bringing the hotel’s story to life,” she says, reflecting her approachable style and genuine passion for hospitality communications.
HODA GHAVIDEL
Group Marketing & Communications Manager, CÉ LA VI Dubai
Hoda has been a driving force behind CÉ LA VI’s success in Dubai since its very beginnings, joining the team during the pre-opening phase more than six years ago. From the outset, she demonstrated a sharp understanding of the region’s media landscape, selecting and managing a PR agency that could connect the brand with key industry figures, influencers, and VIPs, laying the foundation for the venue’s high-profile launch.
As the brand gained traction, Hoda made the pivotal decision to bring PR efforts in-house. This allowed her to cultivate long-term, authentic relationships with the region’s media and tastemakers, positioning CÉ LA VI as a lifestyle leader. Immersive and forward-thinking in her approach, she constantly explores new venues and concepts, translating these experiences into innovative campaigns and fresh narratives for the brand.
Among her standout achievements was CÉ LA VI Dubai’s fifth anniversary celebration, which combined a bespoke media gifting campaign with a highly memorable event. Highlights included a branded claw machine designed to ensure every guest left with a keepsake, adding a playful twist that became one of the city’s most talked-about evenings. Her creativity and strategic vision also extended to global milestones. In her role as Group Head of Marketing and Communications, Hoda spearheaded the brand’s first collaboration with the Abu Dhabi Grand Prix, a sold-out brunch in Dubai tied to a pop-up in Abu Dhabi. The initiative not only set a new benchmark for lifestyle partnerships but also inspired the ADGP team to replicate the concept with other hospitality brands.
Her global remit has seen her manage projects that range from crafting custom candles in Southeast Asia and delivering them across multiple countries to executing PR campaigns in the UAE and appointing agencies in new international markets. She was also behind an exclusive six-hands dinner in Dubai, bringing chefs from CÉ LA VI London and Singapore together for an immersive culinary showcase that earned exceptional media coverage.
In recognition of her impact, Hoda was named PR Manager of the Year in 2023, cementing her status as one of the region’s top communications professionals. Under her leadership, CÉ LA VI Dubai has collected more than 40 awards in just five years, including becoming the first venue in the global group to be listed in the MICHELIN Guide. She has also elevated the brand’s digital presence, leading the CÉ LA VI LinkedIn strategy and driving measurable growth in visibility and engagement at a corporate level.
Through passion, creativity, and precision, Hoda has shaped not only the Dubai venue’s identity but also the global narrative of CÉ LA VI, ensuring the brand continues to set new standards in hospitality communications.
“Renowned for his energy, vision, and ability to think well beyond convention, he has established himself as one of the industry’s most respected figures and is now making his mark on Dubai.
JAMES HENDERSON Founder, JBH Public Relations
James Henderson is a veteran public relations leader with more than 35 years of experience shaping reputations, driving growth and delivering bold communications strategies. Renowned for his energy, vision, and ability to think well beyond convention, he has established himself as one of the industry’s most respected figures and is now making his mark on Dubai.
Over the course of his career, Henderson has led two multi-million-pound PR agencies, advised the UK’s prime minister, and commanded some of the highest professional fees in the sector. Despite such credentials, he remains refreshingly grounded and self-aware, describing himself as “old school PR.” Having started in an era when the fax machine was considered cutting-edge, he believes that genuine, face-to-face relationships remain the foundation of successful communications.
That philosophy has defined his work with a remarkable roster of clients, spanning royalty, rockstars, and globally recognised restaurateurs. He is equally trusted by the media, treating journalists with the same respect and importance as his clients, a principle he often sums up as: “Clients come and go, but the media remains.” This balance of integrity and creativity has earned him deep respect across both sides of the industry.
Henderson is widely regarded as a visionary, known for his boundary-pushing ideas and infectious energy. He approaches every project with originality and purpose, driven by a simple goal: to make his clients unforgettable.
In Dubai, he launched JBH PR two years ago, quickly establishing the agency as a disruptive force in the market. His team has advised leading groups such as Fundamental Hospitality and Tashas Group, and his work around Errol Musk’s UAE visit firmly placed the agency on the crypto map. With the addition of a Financial PR division, Henderson is now helping position Dubai as a global hub for cryptocurrency and financial communications.
His influence also extends back to the UK through SoHo Communications, his agency that has led the market for nearly a decade with Sir Rocco Forte as board advisor. The firm continues to set standards in luxury and hospitality PR on the international stage.
Despite decades of achievement, Henderson remains relentless in his ambition. He sees Dubai as the “21st century’s Land of Opportunity” and is committed to shaping the city’s PR landscape with the same creativity, energy, and strategic insight that have defined his career. Looking ahead, he is exploring new ways to reimagine client representation and media engagement, another bold chapter in a career built on pushing boundaries and redefining what is possible.
JENNIFER LOVE Founder of LOVE by LV Partners & Co-founder of LV Partners MEA
Jennifer Love is an award-winning communications leader with over 15 years of experience across the Middle East, Europe and global markets. Born in Abu Dhabi to Austrian and British parents, she brings a multicultural perspective and an innate ability to bridge worlds through the art of storytelling.
Guided by purpose, values, and a belief in authentic connections, Jennifer has built a career helping brands craft meaningful narratives and lasting equity. Her entrepreneurial vision led to the creation of LOVE by LV Partners,
“Guided by purpose, values, and a belief in authentic connections, Jennifer has built a career helping brands craft meaningful narratives and lasting equity.
the PR and Communications division of LV Partners, a consultancy dedicated to advocacy rooted in passion and genuine partnerships.
Since its launch, LOVE by LV Partners has become synonymous with creativity and impact, representing some of the region’s most celebrated hospitality and lifestyle names. Current clients include TATEL Dubai, Ines Chatti Patisserie, and the F&B press office for Atlantis Dubai, which spans renowned concepts such as FZN Björn Frantzén, Studio Frantzén, Ling Ling, Hakkasan, Nobu Dubai, Dinner by Heston Blumenthal, and La Mar by Gastón Acurio. Past partnerships have extended to Raspoutine Dubai, FIYA, Kokoro, Soul Beach, and brands beyond hospitality, including ALKEMY salon and Feastival.
Jennifer’s consultancy remains deliberately boutique, choosing to collaborate only with brands the team truly loves and believes in. By working with senior-level consultants who share this ethos, every strategy is executed with creativity, authenticity, and measurable impact. Her work continues to earn recognition within the industry, reinforcing her reputation as a trusted advisor to start-ups, chefled concepts, luxury lifestyle brands, and global corporations alike.
At its heart, Jennifer’s mission is simple: to build reputations, spark curiosity, generate talkability, and drive recognition for brands through the power of communication.
JIM KERSEY
Director of Marketing & Communications at TGP International
Jim Kersey is an internationally experienced marketing and communications leader whose career spans the UK, Japan, Qatar and the UAE. As Director of Marketing & Communications at TGP International, he drives the agency’s global marketing strategy, brand communications, and digital presence, ensuring the award-winning consultancy’s diverse projects, from restaurant development and interior design to F&B strategy and placemaking are consistently showcased on the world stage.
At TGP, Jim oversees marketing, PR, lead generation, and events activity, while also working across client-facing projects. With the agency expanding its marketing advisory division for food halls, restaurants, and café concepts, he plays a pivotal role in delivering specialist F&B marketing consulting. His expertise covers market entry, brand positioning, and PR strategy, and he works hand-in-hand with TGP’s multidisciplinary team of F&B specialists to deliver integrated solutions.
A champion of industry dialogue, Jim has also shaped TGP’s thought leadership agenda by contributing to white papers and trend reports on hospitality, F&B, and mega events. This commitment to knowledge-sharing reinforces the agency’s influence in shaping the future of the sector.
Earlier in his career, Jim worked in journalism and copywriting, serving as Associate Editor at a custom publishing house and Creative Copywriter in Doha before moving into marketing roles in London and Tokyo. He later became Head of Marketing at Hermanos Coffee Roasters in London, where he implemented an integrated brand and marketing strategy for the fast-growing specialty coffee company.
Known for blending strategic oversight with a storytelling-led approach, Jim brings an ability to help brands genuinely connect with audiences. His international experience and cultural fluency continue to define his work at TGP International, where he contributes to an eclectic portfolio of global hospitality and F&B projects.
“A champion of industry dialogue, Jim has also shaped TGP’s thought leadership agenda by contributing to white papers and trend reports on hospitality, F&B, and mega events.
KATIE
HARVEY and ELSA ROODT Co-founders, Q Communications
Since founding Q Communications 15 years ago, Katie Harvey and Elsa Roodt have built the agency into one of the Middle East’s most trusted names in hospitality PR. Former hoteliers themselves, they bring insider expertise to every campaign, crafting strategies that elevate visibility while capturing the true character of each brand.
Under their leadership, Q Comms has driven high-profile launches for Saudi Arabia’s Red Sea project, including Shebara Resort, Desert Rock Resort and Thuwal Private Retreat securing front covers, key partnerships and digital growth. Highlights include curating a private island dining experience with Chef Mona Mosley and staging headline events such as The St. Regis Abu Dhabi’s helipad dinner and exclusive F1 activations with Mandarin Oriental.
Today, the agency represents over 20 First Group Hospitality properties and partners with global brands like Hyatt, H World International, Barcelo, Corinthia and Equinox. At Arabian Travel Market 2025, Q Comms delivered PR for seven hotel brands and facilitated 49 media interviews.
With a 40-strong team, the agency continues to set benchmarks in hospitality PR blending creativity, strategy, and storytelling to deliver campaigns that resonate, build lasting connections and drive measurable impact.
KEVIN JOSHI
Director of Marketing & PR, Atelier House Hospitality
Over the course of 14 years in hospitality marketing and PR, Kevin Joshi has been instrumental in shaping and elevating some of the region’s most celebrated dining and lifestyle brands. As Director of Marketing & PR at Atelier House Hospitality, he has driven award-winning campaigns that positioned Gerbou as one of the World’s Greatest Places 2025 list and secured a Michelin Star and MENA’s 50 Best ranking for 11 Woodfire. His portfolio includes multi-milliondollar strategies, high-profile collaborations, and preopenings across the UAE, KSA, and India, with upcoming projects including six restaurants at Sindalah Island, NEOM, and four with IHG in Mumbai.
Previously, as Group Head of Marketing & PR for Passion F&B, Kevin spearheaded initiatives that placed Trèsind Studio at #2 on MENA’s 50 Best and #11 on the World’s 50 Best, while guiding the group to multiple Michelin Star accolades and international recognition. His career is marked by measurable growth in visibility, revenue, and digital engagement, powered by a consistent ability to craft narratives that resonate with both regional and global audiences.
KHALIL TAWIL Founder, K Consultancy
Khalil Tawil, Founder of K Consultancy, has established himself as one of the most dynamic figures in the region’s food and beverage industry. In less than four years, he has built K Consultancy into one of the GCC’s most trusted names, recognised for delivering high-impact events, award-winning campaigns, and luxury activations that leave a lasting mark on both clients and audiences.
Armed with a background in advertising and marketing and an MBA in Luxury Brand Management from the Institut Supérieur de Commerce de Paris, Khalil combines strategic insight with creative innovation. His ability to merge traditional marketing with contemporary approaches has distinguished him in an industry that thrives on both heritage and reinvention.
Under his leadership, K Consultancy has orchestrated some of Dubai’s most talked-about launches, including SLS Dubai, The Theater, Lucia’s, Black Flamingo, and the
prestigious Fouquet’s Dubai, which drew international attention with guests such as Mika. Beyond venue openings, the agency has produced standout projects like the James Goldcrown Activation at W Hotel Mina Seyahi, bringing together celebrities, influencers, and tastemakers for a uniquely immersive brand experience.
Khalil’s work has also contributed to clients securing multiple industry awards, further cementing his reputation for elevating brands and positioning them for long-term success. Central to his approach is the “K Touch”, a philosophy of anticipating consumer desires and creating experiences that go above and beyond expectations.
As he continues to expand his portfolio across F&B, hospitality, and fashion, Khalil Tawil’s vision, creativity, and drive ensure that both he and K Consultancy remain at the forefront of the region’s luxury and lifestyle landscape.
LOUISE JACOBSON Managing Partner, Brazen MENA
Louise Jacobson is the Managing Partner of Brazen MENA, the Middle East PR Association Homegrown Agency of the Year, with offices in both Dubai and Riyadh.
With more than 23 years of PR experience across the UK and GCC, Louise has worked with some of the world’s most recognised brands, including Disney, Dubai Tourism and Economy, Atlantis, Marriott, and Hilton, bringing a combination of strategic insight and hands-on expertise to every partnership.
Her reputation as a trusted voice in the regional PR and business community has been reinforced by multiple accolades, most notably being named one of Arabian Business’s Top 50 Most Inspiring Women Leaders in 2024.
Beyond her client work, Louise plays an active role in shaping the communications industry. She sits on the MEPRA strategy board, serves as a board member of Global Women in PR MENA, contributes to the Dubai Business Women Council, and regularly judges leading industry awards. She has also been featured consistently in the PR Week Middle East Powerbook since its inception.
“Her reputation as a trusted voice in the regional PR and business community has been reinforced by multiple accolades, most notably being named one of Arabian Business’s Top 50 Most Inspiring Women Leaders in 2024.
MARJORIE CHAPAS
Head of PR, Umami Comms
Since joining Umami Comms as Head of PR in January 2022, Marjorie Chapas has played a pivotal role in strengthening the agency’s reputation as the Middle East’s only dedicated F&B and hospitality PR agency. Under her leadership, the team has become a trusted partner to global and regional brands, delivering strategies that not only inspire audiences but also achieve measurable results.
In just three years, she has expanded the PR department from four to sixteen professionals, embedding a vision of PR that is human, personalised, and results-driven. By integrating structured processes, bespoke software, and AI tools developed in-house, she has transformed Umami’s PR arm into a hub of creativity and efficiency, widely recognised as one of the region’s most dynamic communications teams.
In 2024 alone, Marjorie led PR strategies for more than 50 brands, with campaigns spanning fine-dining icons, disruptive new concepts, and global expansions. Notable highlights include high-profile campaigns for La Petite Maison, such as Tomatini Day and the launch of the Déjà Vu bar menu, the rollout of Umami’s support to Doha and Riyadh, and milestone celebrations like COYA’s 10th anniversary, delivered in partnership with Ounass. She also oversaw LPM’s international expansion to Mykonos, including a UAE press trip that positioned it as a leading summer destination, and spearheaded launches for standout newcomers such as Khadak, BKRY, African Queen J1, and Rosa’s Thai Dubai Hills. Within just a year of Umami’s support, Jamavar Dubai achieved a Michelin Star, an achievement that underscores the tangible impact of her team’s work.
Her scope extends beyond restaurants, as she has guided Umami’s diversification into hospitality and beverages, securing prestigious accounts such as Rosewood Hotels across the GCC, Fairmont The Palm, and Diageo MENA. Through these partnerships, she has championed campaigns that highlight innovation, sustainability, and responsible consumption, including Diageo’s Dubai headquarters launch and activations at the Gulf Bar Show.
Marjorie’s distinctive strength lies in combining strategic foresight with genuine relationship-building. She has cultivated trust with hotel groups, fine-dining institutions, cultural organisations, and government bodies, ensuring Umami’s clients are consistently part of the region’s most relevant conversations.
Through her vision and leadership, Marjorie has cemented Umami Comms as the go-to PR partner for hospitality in the Middle East, setting new benchmarks in impact, visibility, and cultural resonance.
“Her scope extends beyond restaurants, as she has guided Umami’s diversification into hospitality and beverages, securing prestigious accounts such as Rosewood Hotels across the GCC, Fairmont The Palm, and Diageo MENA.
MOUNA OUNI Director of Marketing & Communication, Swissôtel Al Murooj Dubai
With more than 18 years of experience in marketing, Mouna Ouni has established herself as a driving force in hospitality communications, brand management, and creative strategy. As Director of Marketing & Communication at Swissôtel Al Murooj Dubai, she has spearheaded key milestones, including the launch of Aura Spa, where she oversaw everything from branding and concept creation to execution and the debut of the signature restaurant, Le Murooj, strengthening the property’s standing in Dubai’s competitive hospitality landscape.
Under her leadership, Swissôtel Al Murooj has earned prestigious local and international awards, reinforcing its reputation as a premier destination for both business and leisure guests. Mouna is recognised for blending strategic vision with creativity, building impactful influencer col laborations, dynamic F&B branding initiatives, and media partnerships that consistently enhance visibility and long-term growth. Most recently, she completed the Accor Master Leadership Program, further sharpening her leader ship skills and paving the way for expanded responsibilities in F&B and operations.
NAZLI SONMEZ VALLEE Chief Brand Officer, RIKAS Group
Nazli Sonmez has played a pivotal role in shaping the identity and success of RIKAS Hospitality Group over the past six years. Joining as Director of Sales & Marketing for La Cantine du Faubourg, the group’s first outlet, she quickly expanded her remit to encompass PR, communications, and brand collaborations across the entire portfolio. Today, she oversees a dynamic team of marketers, creatives, and sales professionals, driving the group’s positioning in Dubai’s highly competitive luxury dining scene.
Widely regarded as the face and brand ambassador of RIKAS Group, Nazli manages all media relations, influencer partnerships, award nominations, and collaborations with leading luxury brands. Her network within Dubai’s media, lifestyle, and luxury community is unmatched, enabling her to create impactful campaigns and events that resonate with both local and international audiences. She plays an instrumental role in orchestrating high-profile social gatherings, ensuring the group’s venues remain top of mind for trendsetters, tastemakers, and key industry figures.
Nazli also spearheads the group’s partnerships with leading organisations and guides, including Dubai Tourism, Michelin, Gault & Millau, and 50 Best MENA, aligning each outlet’s distinct identity with the overarching communication strategy of the group. From developing and implementing marketing plans and PR strategies to managing international campaigns and overseeing agency collaborations, she ensures that every message is clear, consistent, and compelling.
Her ability to blend creativity with strategy has resulted in the successful positioning of RIKAS’ venues as destinations of choice, while her oversight of ROI-driven initiatives continues to enhance visibility, bookings, and revenue.
“Widely regarded as the face and brand ambassador of RIKAS Group, Nazli manages all media relations, influencer partnerships, award nominations, and collaborations with leading luxury brands.
Recognised as one of Dubai’s most influential hospitality figures, Nazli has firmly established herself as a leader who embodies the spirit of the brand while continuously elevating its global presence.
NINA MOHAMED Director of Marketing & Communications, Mövenpick Resort Al Marjan Island
Nina Mohamed, Director of Marketing & Communications at Mövenpick Resort Al Marjan Island, has played a pivotal role in elevating the property into one of the UAE’s most awarded and celebrated destinations. Known for her strategic vision, creative storytelling, and flawless execution, Nina has built a marketing and PR framework that consistently delivers results across brand visibility, media engagement, and guest experience.
One of her standout achievements is leading the resort to win the ACCOR 2024 Media Engagement Award, with Mövenpick Al Marjan Island recognised as the Top 1 Hotel & Resort in the UAE, firmly establishing the resort as a media powerhouse under her leadership.
Nina has strategically positioned the property as a multi-award-winning family-friendly resort, earning prestigious awards.
She has curated and executed impactful seasonal campaigns, transforming Ramadan, Eid, Summer, and New Year’s Eve into signature brand moments. Events such as the “Three Years in Paradise” anniversary celebration exemplify her creative approach, blending tropical-inspired décor, student art showcases, CSR activations, and immersive guest experiences to generate engagement both on-site and online.
Her expertise also extends to global PR and media partnerships. By hosting celebrities, influencers, and travel journalists from the GCC, CIS, India, UK, and Europe, Nina has secured long-term brand advocacy and measurable ROI. This international focus, coupled with smart market targeting, has positioned the resort as a go-to weekend and long-weekend destination for residents across the UAE.
Through a blend of digital innovation, visually driven campaigns, and forward-thinking strategies, Nina Mohamed continues to strengthen Mövenpick Resort Al Marjan Island’s profile as a leader in hospitality marketing locally admired, regionally influential, and internationally recognised.
NIZA MARTINEZ
Brand
Manager, SO/ Uptown Dubai, Ennismore
Niza Martinez is a dynamic hospitality marketer with more than a decade of experience shaping brand narratives across luxury hotels and F&B destinations in the Middle East. Currently leading marketing and communications at SO/ Uptown Dubai, she has been instrumental in positioning the property as a fashion-forward, avant-garde lifestyle luxury hotel. Known for blending creativity with strategy, Niza specialises in high-impact PR campaigns, innovative brand collaborations, and storytelling that connects with audiences on both an emotional and commercial level. Drawing inspiration from her background in arts and culture, she brings a stylish, sophisticated perspective to hospitality marketing, consistently driving meaningful connections and measurable success.
Niza Martinez stands out as a leader in hospitality PR and communications, recognised for her refined, progressive, and results-driven approach. Over her career, she has worked across prestigious hotel brands, restaurants, and lifestyle concepts, spearheading campaigns that have delivered extensive media coverage, strengthened brand visibility, and secured multiple industry accolades across people, F&B, and hotel categories.
At SO/ Uptown Dubai, she has driven the hotel’s positioning as a bold lifestyle destination by weaving together crea-
tive storytelling, data-led insights, and high-profile collaborations with media, influencers, and global fashion and lifestyle names. Her ability to integrate traditional PR with modern digital strategies ensures her campaigns are both imaginative and commercially impactful.
Niza’s influence extends beyond results, she is recognised as a thought leader who sets benchmarks in hospitality marketing, redefining how brands are perceived in the region. Her capacity to inspire teams, foster partnerships, and pioneer innovative approaches continues to solidify her reputation as one of the industry’s most sophisticated and forward-thinking communications professionals.
PAUL ESTORFFE
Managing Partner, Black Watch Communications
Paul Estorffe has been a driving force in the evolution of media, marketing, and public relations across the region. As the guiding hand behind Black Watch Communications, he has transformed the agency into a recognised leader, delivering bespoke strategies that balance creativity with commercial impact.
In 2025 alone, the agency has marked significant milestones with major client wins, team expansion, and award-winning campaigns, further solidifying its place among the region’s most respected communications firms. Under Paul’s leadership, Black Watch has expanded its services beyond PR into web development and graphic design, ensuring its offerings evolve in line with the needs of modern brands.
With over two decades of experience, Paul is renowned for his expertise in media relations, reputation management, and crisis communications. He is regarded by CEOs, government officials, and industry
“His deep understanding of the GCC media landscape and the cultural nuances of the UAE underpins his success in navigating diverse markets with precision and insight.
leaders as a trusted advisor, shaping narratives that strengthen market presence and secure long-term partnerships. His deep understanding of the GCC media landscape and the cultural nuances of the UAE underpins his success in navigating diverse markets with precision and insight.
Paul’s leadership ethos centres on people: he believes the agency’s growth is fuelled by the professional development of its team, which spans journalism, design, technology, and PR. This collaborative culture has been instrumental in building lasting client relationships across travel, hospitality, government, and technology sectors, while cementing Black Watch’s reputation as a pioneer in strategic PR solutions.
PEGGY LI CEO & Managing Director, SPS Affinity
Peggy’s most significant professional milestone has been securing SPS Affinity’s exclusive representation of Dazhong Dianping in the GCC, a breakthrough that firmly positions her and her consultancy as a key bridge between the Middle East’s hospitality industry and one of the world’s most powerful lifestyle platforms.
Dazhong Dianping, widely known as the “Chinese Yelp,” is part of Meituan, China’s lifestyle giant that shapes how Chinese consumers discover, rate, and experience restaurants and destinations. With Meituan’s growing international ambitions most recently demonstrated by the launch of its food delivery brand Keeta in Hong Kong, the importance of connecting regional hospitality to Chinese travellers has never been greater.
When Peggy first introduced Dianping to the GCC, the platform was largely unknown to local operators. In Dubai, not a single premium restaurant was represented. Today, through her strategic leadership and trusted industry relationships, SPS Affinity manages accounts for over 35 leading restaurants on the platform, ensuring they have visibility to millions of highvalue Chinese diners before they even travel.
This achievement goes far beyond commercial success. It marks a transformative step in strengthening economic and cultural ties between China and the Middle East, unlocking opportunities for the regional hospitality sector to directly engage with one of the world’s most influential outbound markets.
RUWAIDA ABELA NORTHEN Founder, JRN Consultancy
With over two decades of international experience and more than 15 years in senior leadership roles across Saudi Arabia, Qatar, and the UAE, Ruwaida Abela Northen is one of the region’s most influential voices in luxury hospitality communications. Her career journey spans globally recognised brands such as Ritz-Carlton, Starwood Hotels & Resorts, and Shangri-La Group, where she served as Vice President of Communications, overseeing multi-regional brand strategy across the Middle East, India, the Indian Ocean, Europe, and the Americas.
In 2021, Ruwaida founded JRN Consultancy, an award-winning, female-led boutique communications agency headquartered in Dubai with representation in Doha and Jeddah. Built on a philosophy of insider knowledge and genuine hospitality expertise, JRN has become the agency of choice for prestigious names including Fairmont, Raffles, Sofitel, Banyan Tree, Six Senses, JOALI, The St. Regis, and Miraval. The consultancy specialises in luxury travel, lifestyle, and wellness, delivering highly curated campaigns that blend strategic partnerships, experiential activations, and thought-leadership positioning.
Ruwaida has masterminded the launch and repositioning of several flagship properties, including Banyan Tree AlUla, Raffles Bahrain, and both Raffles and Fairmont Doha, campaigns praised for their bold brand narratives and immersive market entry. Beyond hotels, she has steered corporate retreats, bespoke activations, and long-term storytelling strategies for groups such as Kerten Hospitality and Accor.
Her consultancy’s creative reach extends into lifestyle and culture, with standout collaborations alongside Jo Malone London, Kayali, FIX Chocolate, Barry’s, Georgina Rodriguez, Netflix, Net-A-Porter, TikTok, Home Bakery, VOX Cinemas, lululemon, and The Giving Movement. These partnerships demonstrate her ability to merge influence, storytelling, and cultural engagement with impact.
A vocal advocate for gender equity, Ruwaida leads an all-women team at JRN Consultancy, cultivating a culture of mentorship, empowerment, and balance, including the pioneering
implementation of a four-day workweek. Under her leadership, the agency has grown by more than 50% in the past year while maintaining a 90% client retention rate, underscoring her strategic clarity and values-driven approach.
Her achievements are as impressive as they are diverse: from leading the launch of globally recognised hotels such as Banyan Tree AlUla and Raffles Doha, to forging high-profile collaborations with international brands like Jo Malone London, Netflix, TikTok, and Net-A-Porter. She has scaled JRN Consultancy significantly while maintaining exceptional client loyalty and created an empowering workplace culture by implementing a progressive four-day workweek. These milestones illustrate her ability to balance business growth with cultural relevance, innovation, and purpose.
As a contributing writer and frequent conference speaker, Ruwaida brings editorial depth to her communications work, crafting campaigns that resonate with cultural nuance and relevance. Her trusted relationships with top-tier media, influencers, and business leaders give her clients unparalleled visibility and access across the GCC.
Ruwaida Abela Northen is not only redefining hospitality communications, she is actively shaping its future.
SARA BARROW
Corporate PR Manager, Sunset Hospitality Group
Sara Barrow is the Corporate PR Manager at Sunset Hospitality Group (SHG), where she spearheads the company’s global public relations strategy in line with its ambitious expansion plans. With over 15 years of communications expertise, she has built a reputation for driving impactful results and strengthening brand presence on the international stage.
At SHG, Sara collaborates closely with the Corporate Marketing team to shape the Group’s corporate narrative and ensure consistent visibility across markets. She manages executive profiling through high-level interviews, crafts thought leadership content, and drives announcements around global openings and brand expansions. She also oversees SHG’s presence at major industry conferences, securing speaking opportunities that position the Group as a leading voice in hospitality.
Her role is pivotal in building and nurturing stakeholder relationships while ensuring SHG’s voice resonates across diverse audiences. Known for her creativity, market insight, and stra-
“Her role is pivotal in building and nurturing stakeholder relationships while ensuring SHG’s voice resonates across diverse audiences.
tegic execution, Sara has developed PR initiatives that consistently elevate SHG’s reputation and global positioning. With a results-focused approach and innovative mindset, she plays a central role in defining the Group’s communications and reinforcing its standing as one of the world’s foremost lifestyle operators.
SEHER FAROOQ
Founder & Managing Director, XO Consultancy
Seher Farooq, the visionary founder and driving force behind XO Consultancy, is redefining hospitality PR across the Middle East. Known for her bold ideas, disruptive strategies, and relentless pursuit of excellence, she has established herself as one of the most influential communications leaders shaping the future of F&B and hospitality.
Since founding XO Consultancy in 2020, Seher has transformed it into one of Dubai’s most dynamic boutique agencies, specialising in hospitality, F&B, and lifestyle. Under her leadership, XO has become synonymous with creativity, agility, and measurable impact, delivering tailor-made strategies that spark conversation, generate influence, and build lasting brand equity.
Seher’s impact on the region’s F&B landscape is profound. She has been instrumental in launching some of Dubai’s most iconic venues, including Float Dubai, the world’s largest floating nightlife destination, and Amelia Dubai at Address Sky View. Her campaigns not only capture attention but consistently set new benchmarks for innovation and engagement.
Her client portfolio is as impressive as it is diverse, spanning celebrated names such as TATEL Dubai, TOTÓ Dubai, La Camera by TOTÓ, Arrogante Dubai, Salvaje Dubai, Amor by Salvaje, and Rodeo Drive. She has also collaborated with Zenon Dubai, Sur.Dubai, Saya Brasserie, Kaspia Dubai, Gatsby, Triple 7, Blow, Eva Beach House, Icy, Atelier M, Bella, and Huqqa, showcasing her exceptional ability to elevate and define brand identities across varied concepts.
What sets Seher apart is her fearless approach to creativity. She has pioneered some of the industry’s most memorable PR gifting activations, from symbolic Scottish land parcels granting “Lord” and “Lady” titles for KQ Dubai’s launch, to custom arcade machines for Triple 7, aligning each concept seamlessly with brand personality and ensuring standout moments in a crowded market.
As XO Consultancy continues its upward trajectory, Seher remains a true PR Hospitality Hotshot, a trailblazer whose vision and influence are not only driving campaigns but shaping the narrative of hospitality communications across the region.
“In 2025, Shayne masterminded the hotel’s landmark 50th Anniversary celebrations, a campaign that honoured Dubai’s first five-star hotel while reintroducing its pioneering legacy to a new generation.
SHAYNE MARIE MONASTERIO Head of Marketing & PR, Radisson Blu Hotel
Dubai Deira Creek
Shayne Monasterio has established herself as a creative force and strategic leader in hospitality marketing, known for shaping campaigns that fuse commercial impact with cultural storytelling. At Radisson Blu Hotel Dubai Deira Creek, she has transformed milestone anniversaries, dining activations, and themed experiences into benchmarks that combine heritage with innovation.
In 2025, Shayne masterminded the hotel’s landmark 50th Anniversary celebrations, a campaign that honoured Dubai’s first five-star hotel while reintroducing its pioneering legacy to a new generation. The initiative highlighted historic milestones from launching the city’s first brunch to welcoming HM Queen Elizabeth II through dynamic events, tributes, and community engagement. Her work ensured the hotel remained a living symbol of Dubai’s hospitality journey.
Her ability to turn dining into storytelling was best demonstrated with the launch of the Heritage Brunch in 2024, which revived iconic dishes from the hotel’s legendary outlets. The campaign quickly became a citywide sensation, striking an emotional chord with long-time residents and new diners alike, and cementing the hotel’s reputation as both a heritage landmark and a modern family destination.
Shayne’s creativity also extended to experiential concepts like Bollywood Night, which brought a multi-sensory homage to Indian cinema and culture, and the Kooya Pop-Up, which spotlighted contemporary Filipino cuisine under the helm of Chef JP Anglo. Both initiatives not only drove strong revenue but also broadened the hotel’s cultural footprint, creating inclusive platforms that resonated deeply with diverse communities.
Through these achievements, Shayne has redefined hospitality marketing as a discipline that goes beyond filling seats, it builds emotional connections, rekindles loyalty, and positions a hotel as part of a community’s cultural fabric. Her campaigns continue to set the standard for balancing heritage with modern relevance, proving the enduring power of storytelling in hospitality.
SHRADDHA BAROT AMARIEI
Group Founder & CEO, White Label Media, UAE
Shraddha Barot Amariei is the visionary founder and driving force behind White Label Media, one of the Middle East’s leading independent agencies specialising in hospitality, F&B, and lifestyle communications. Since establishing the agency 13 years ago, she has built it into a powerhouse of creativity and strategy, trusted by over 100 esteemed clients, including Raffles Hotel, Dubai Edition Hotel, Salt, Parkers, Allo Beirut, Saddle, Masti, Ibn AlBahr, Mohalla, and Juan Valdez.
Known for her sharp strategic mind and innovative approach to brand storytelling, Shraddha has a remarkable talent for crafting campaigns that resonate with both clients and consumers. Under her leadership, White Label Media has delivered award-winning communications for hotels, restaurants, and FMCG brands, while spearheading high-impact influencer activations, such as Barry’s x Krave, Barakat product launches, and Earth Goods campaigns across the GCC.
Beyond client work, Shraddha has created industry-shaping, initiatives including The Saffron Society, a monthly supper club dedicated to highlighting chefs and the art of cooking, further positioning the agency at the heart of the region’s culinary conversation. Her team of 50 professionals continues to grow, bringing expertise and passion that enable the agency to stay agile, innovative, and consistently ahead of market trends.
A proud mother of two, Shraddha’s leadership is deeply rooted in her values of empowerment and inclusivity. She has championed Rejoin, an initiative designed to support mothers confidently returning to the workforce, and has fostered a flexible workplace culture that nurtures talent while driving performance. Her approach to leadership goes beyond business success, she sees it as a responsibility to create positive change in the industry and society.
Today, Shraddha is recognised as one of the region’s most influential communications leaders. Her ability to blend strategy with creativity, while staying deeply connected to the human side of leadership, has not only earned her multiple industry accolades but also inspired a new generation of PR professionals. Through White Label Media’s expanding portfolio, highimpact campaigns, and community initiatives, Shraddha continues to set new standards for hospitality communications and remains at the forefront of shaping the industry’s future.
STEPHANIE FARAH Founder and Managing Director, Empyre Communications
Stephanie Farah is the Founder and Managing Director of Empyre Communications, one of the region’s most influential boutique PR and marketing agencies. Established in Dubai in 2017, Empyre was born from Stephanie’s vision at just 25 years old to create a communications partner that
blends creativity, strategy, and authenticity with a deeply personal approach.
Since then, she has led Empyre to become a powerhouse in the industry, representing more than 300 brands across hospitality, lifestyle, F&B, corporate, and technology. Known for its 360-degree service model, Empyre delivers end-toend solutions spanning public relations, influencer marketing, brand collaborations, event management, social media, and digital marketing. The agency’s client portfolio includes international hotel groups, Michelin-starred chefs, luxury brands, and emerging regional players, with notable names such as ME by Meliá Dubai, W Abu Dhabi – Yas Island, St. Regis Downtown Dubai, Gitano, Carine by Chef Izu, ASICS, and Legoland Dubai.
Stephanie’s entrepreneurial journey is a story of resilience, passion, and innovation. Armed with a degree in Communications from Northeastern University in Boston and professional experience spanning journalism at MBC and Al Arabiya, as well as agency roles at Toh PR and Havas, she built a foundation that allowed her to work with global icons including Ferrari, Carolina Herrera, Harrods, Ralph Lauren, JW Marriott Marquis, MTV, Nickelodeon, and Arab Fashion Week.
As a long-time UAE resident and the first in her family to break away from conventional career paths, she channelled her extensive network and expertise into building a business of her own. Today, she stands as a dynamic young leader committed to empowering her team, fostering creativity, and shaping long-term partnerships that transcend transactional PR. Through Empyre, Stephanie continues to redefine communications in the region, guided by a belief in the power of storytelling, collaboration, and authenticity.
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THE LOYALTY TRAP
BY MARTIN KUBLER, CHIEF SLOTH AT THE GLUTTONOUS SLOTH, HORECA CONSULTING WITH ATTITUDE
For decades, loyalty programs have been the backbone of hotel marketing. Guests were encouraged to return not because they felt a strong emotional bond with a brand, but because they were chasing the next free night, upgrade, or discounted stay.
Fast forward to the tail-end of 2025, and the loyalty landscape looks very different. Travellers in the Middle East and globally are no longer content with transactional benefits alone. They expect recognition, personalisation and experiences that feel uniquely tailored to them. Hotels that rely solely on points risk falling into
what I call “the loyalty trap”: mistaking repeat business driven by discounts for genuine guest allegiance.
Several forces have eroded the power of traditional programs. Travellers today are savvy shoppers. They belong to multiple loyalty schemes, compare rates across platforms instantly, and often feel greater loyalty to their favourite booking app than to any single hotel brand.
Younger generations, especially Millennials and Gen Z, are driving the change. They want authenticity, local flavours and experiences they can share. “Earn and burn” has limited
appeal when the same points-driven benefits are available everywhere. Loyalty, in their view, isn’t about collecting; it’s about connecting.
So, what drives loyalty in 2025? It’s not a larger balance of points, it’s recognition, emotional connections and experiences that resonate. Guests want to feel seen and remembered: a personalised greeting, a room set up the way they prefer, a thoughtful recommendation that goes beyond the generic.
They’re also drawn to brands with clear purpose and personality. Hotels that stand for something whether that’s sustainability, wellness, design, or community engagement, create stickier connections than those that try to be everything to everyone. In a region where choice is abundant, clarity of brand and story can be the deciding factor.
Finally, today’s guests demand seamless digital touchpoints. Mobile-first interactions, quick responses and frictionless redemptions aren’t “extras”, they’re the new baseline for loyalty. At times when (or in markets where) supply outpaces demand, the loyalty trap is especially dangerous. International chains continue to lean heavily on global loyalty ecosystems, but the most successful ones supplement them with lifestyle positioning, exclusive events, curated dining, or destination-driven perks.
Large international chains still benefit from their massive loyalty ecosystems, which offer guests consistency and global recognition. However, this scale can sometimes come at the expense of individuality and local flavour. By contrast, independent or regional hotels may lack global points programs, but they often excel at delivering highly personalised experiences and reflecting local culture. In many cases, this authenticity becomes a more powerful loyalty driver than a generic tier benefit.
Boutique and regional brands can find an edge by focusing on emotional loyalty. A Riyadh property that offers
unique cultural experiences, or a Dubai boutique hotel that connects guests with the city’s creative scene, can build stickier relationships than a global brand offering another set of points.
The future of loyalty in the Middle East won’t be written in membership tiers; it will be written in relationships. To stay ahead, hoteliers need to shift focus in four ways:
> From transactional to emotional loyalty
Go beyond discounts. Build experiences that make guests feel valued and connected.
> From programs to communities
Create touchpoints where guests can belong such as online groups, exclusive clubs, or local experiences that make them part of something bigger.
> From data collection to intelligent use
Hotels sit on vast amounts of guest data. Using it thoughtfully to personalise offers and surprise guests with relevance creates stronger bonds than sending generic promotions.
> From scripts to empowerment
No loyalty program can match the impact of a staff member empowered to make a guest’s day. Training teams to live the brand promise is often the best investment in loyalty.
Loyalty reimagining doesn’t require tearing down existing programs. It starts with balance: keep the points but elevate
the human and brand-driven elements. Here are five actions hoteliers can take immediately:
> Audit your loyalty drivers: Are you rewarding true loyalty, or just repeat bookings?
> Refocus your brand messaging: Clarify what makes your property different and lean into it.
> Personalise touchpoints: Small gestures like remembering a guest’s favourite room type, AC settings, or drink, can mean more than a thousand points.
> Empower staff: Equip your team with the freedom and tools to deliver memorable moments.
> Experiment with experiences: Offer non-points rewards, from early check-in to curated local dining, to test what resonates.
In an era of unprecedented competition, loyalty is too important to be left to points alone. The brands that will win in the Middle East are those that step out of the loyalty trap and into the loyalty reset, where experiences, purpose, and personal connections matter as much as, if not more than, transactional perks.
Points may bring guests back once. Emotional loyalty will keep them coming back for years.
FROM THE FLOOR TO GENERAL MANAGER
BY LORENA GUERRERO, GENERAL MANAGER AT ISOLA RISTORANTE
The hospitality industry is fast paced, demanding, and deeply rewarding, but for women, rising to leadership roles often comes with unique challenges. As someone who began her journey on the restaurant floor and now as General Manager of Isola Ristorante, I’ve experienced firsthand what it takes to grow, adapt, and succeed in a male-dominated industry. Today, as I look back on my career and forward to the future of hospitality, I believe one of the most powerful things women leaders can do is create pathways for others to follow.
From the Floor to General Manager
When I began working in hospitality at 19, I never imagined I would one day become General Manager of Isola Ristorante at Jumeirah Islands Clubhouse, part of a global brand with a presence in Milan, Marbella, Morocco, Bodrum, and Dubai. My career began in the United States after completing my studies in Liberal Arts and Business Administration, before taking me to Copenhagen, where I honed my skills in the vibrant Nyhavn district.
In Dubai, I’ve had the privilege of working at some of the city’s most renowned restaurants. Each stage of my journey taught me resilience, adaptability, and the value of consistency. These lessons carried me through to 2021, when I joined Isola at its pre-opening and, two years later, was promoted to General Manager of Jumeirah Islands Clubhouse.
The first lesson I learnt was resilience. Starting out in a new country without the language meant I had to work twice as hard to prove myself. Later, in Denmark, I learned to adapt quickly to different cultures and expectations. And in Dubai, where the pace is fast, I discovered the importance of mastering numbers, budgets, and operations while never losing sight of the guest experience. If there’s one takeaway, it’s that curiosity, hard work, and adaptability can open doors anywhere in the world.
Navigating a Male-Dominated Industry
As a female General Manager in a traditionally male-dominated industry, I’ve had to prove myself more than once. There were times I felt I needed to deliver double the results to earn the same respect. What kept me going was focusing on performance while opening restaurants, building strong teams, and achieving results. Over time, those achievements spoke louder than any doubt.
Today, I see my role not only as leading operations but also as creating opportunities for other women, so they don’t face the same barriers I did. Part of my responsibility as a leader is to show, by example, that women can not only occupy leadership positions in hospitality but thrive in them.
Mentorship as a Leadership Tool
Mentorship has always been central to how I lead. One of the most rewarding aspects of my role at Isola is mentoring the next generation. I actively encourage my team to take on responsibility, step outside their comfort zones, and grow into decision makers.
I’ve helped women move into leadership roles and even brought back former colleagues because I believed in their potential and wanted to give them space to grow. Leadership, for me, is about being present, setting the standard, and creating an environment where people feel respected and motivated to give their best. Over the years, I’ve seen women on my teams’ progress into management positions. Those are the moments I’m most proud of.
Lessons in Resilience
Leadership is also about resilience, something I’ve had to learn firsthand. Three years ago, during the opening of a restaurant, I was diagnosed with breast cancer. Being far from home, it was my team who became my support system. That experience reinforced my belief that leadership is more
than just results; it’s about building human connections strong enough to carry you through the hardest moments.
At Isola today, I try to embody that philosophy. Beyond delivering exceptional guest experiences, I focus on ensuring my team feels seen, supported, and motivated to grow.
Shaping the Future of Women in Hospitality
For young women entering the industry, my advice is simple: start small, stay humble and embrace hard work. Don’t wait until you feel “ready” to take the next step; growth happens when you step outside your comfort zone. This industry needs more women in leadership, and every step forward helps create a path for others.
“I’ve helped women move into leadership roles and even brought back former colleagues because I believed in their potential and wanted to give them space to grow.
MATCHA
The New Caviar for Dubai Elites
BY VIDISHA BATHWAL, FOUNDER OF PAPRIKA
Matcha is no longer confined to your morning latte. In Dubai’s evolving culinary landscape, it has emerged as a status ingredient, much like caviar or truffle oil once did, redefining the language of luxury for a new generation. As the founder of Paprika, a premium catering company operating at the intersection of health, aesthetics, and innovation, I’ve seen firsthand how matcha has transitioned from a wellness trend to a cultural symbol of elite living in Dubai.
Here’s how this finely ground powder of green tea processed from shade-grown tea leaves has become a staple across Dubai’s high-end catering and dining experiences.
A Lifestyle Symbol in Luxury Catering
In Dubai, where wellness is a lifestyle and elegance is nonnegotiable, matcha has found its perfect home. It reflects the values of a market that prioritises health without compromising on sophistication.
From yacht parties and luxury weddings to corporate brunches and gallery openings, matcha brings an understated opulence. Its origins in Japanese tea ceremonies led it towards a sense of ritual and refinement, a quiet contrast to the city’s otherwise bold aesthetic, yet entirely in sync with the multicultural elite that defines modern Dubai.
From Beverage to Culinary Hero
Matcha is now an essential ingredient across gourmet menus, far beyond the drinkable format. It’s versatile, nuanced, and lends both depth and drama to a dish.
> Matcha Cheesecakes paired with yuzu or pistachio crusts
> Mini Matcha Madeleines and Financiers
> Matcha-infused Macarons
> Matcha Chia Pudding and Dessert Shots
> Tempura with Matcha Batter
> Savoury Matcha-Miso Aioli or Dressings
And fusion is thriving, think matcha tiramisu, matcha sushi rolls, even matcha-rubbed lamb chops. These aren’t just novelty items; they’re designed for clients who want innovation on their plates without compromising on taste or health.
The Signature of “Clean Luxury”
Dubai’s affluent food lovers increasingly seek menus that are indulgent yet mindful. Matcha fits this brief beautifully.
Ceremonial-grade matcha is now a fixture in curated tasting menus and private chef offerings for clients who prefer glutenfree, keto, or vegan options. Its high antioxidant content, paired with its heritage and visual appeal, makes it the perfect ingredient for the wellness-conscious without feeling restrictive.
This is clean luxury and indulgence with intention.
Visual Drama & Social Media Gold
Matcha’s distinctive hue and texture make it an instant showstopper on social media. Caterers and event planners have embraced its aesthetic potential by creating innovative fusions, making it catchy for the eye and clean for the stomach.
From matcha-themed dessert tables at weddings to “matcha bars” offering personalised drinks and desserts, it’s a hit across influencer brunches, art galas, and corporate catering setups.
Emerging Insta-trends:
> Live matcha-whisking stations
> Matcha fountains at VIP events
For a generation that consumes first with the eyes, and then with their phones, matcha is pure event gold.
Luxury
Gifting &
Bespoke Meal Services
Matcha is also finding its way into high-end gifting and tailored meal prep services. At Paprika, we’ve curated matchainfused products for:
> Ramadan and Eid gift boxes
> Corporate wellness hampers
> Premium private chef and meal prep menus
Boutique cafes and gourmet stores are now offering artisanal matcha butters, granolas, and spreads, all part of a curated culinary lifestyle.
Cultural Prestige Meets Health Trend
Matcha’s rise in Dubai is also a reflection of the city’s love for global culinary cultures, particularly Japanese and Korean influences. It’s perceived as:
> Cleaner than coffee
> More refined than traditional green tea
> Richer (and cooler) than spirulina
It’s the rare ingredient that blends health benefits with heritage, minimalism with luxury, and ancient ritual with modern relevance.
In a city that thrives on innovation, luxury, and aesthetic excellence, matcha has carved out a space that’s both timeless and timely. It’s no longer just a trend, it’s a statement. As Dubai’s culinary standards evolve, matcha has become not just a flavour but a philosophy.
At Paprika, we see matcha not merely as an ingredient, but as an experience, one that defines the future of elevated, health-forward catering in the region that we at Paprika represent.
UNLOCK A NEW AMENITY: IN-HOTEL MUSIC BOOTH
1.4 Billion International Travelers
140 Million Music Travelers
And they can all be your
guests.
Why Add MUSIC BOOTH to Your Hotel?
• Transform your hotel into a Musicians Friendly destination
• Increases guest satisfaction with added value services
• Generate new revenue through bookings or experience packages
• Compliments lobbies, lounges, business centers, or wellness areas
Guests can book and access it instantly via our Mobile App and Smart Lock - no staff needed.
Be part of the next evolution in hospitality. Contact us today to get started.
SUSTAINABILITY Innovation Forum& Awards 2025
On 29 August, Al Habtoor Palace, Dubai, became the stage for one of the region’s most forward-thinking gatherings, the Sustainability Innovation Forum & Awards 2025. Organised by BNC Publishing, the evening celebrated the pioneers, disruptors and visionaries who are rewriting the sustainability playbook across the Middle East.
From trailblazing technologies to bold corporate initiatives, the spotlight was firmly on those driving meaningful change and shaping a greener, more resilient future for the region.
This celebration of innovation and impact would not have been possible without the invaluable support of our partners:
Gold Sponsors: Numai Real Estate, ServeU, Hansgrohe
Silver Sponsor: AECOM
Category Sponsor: TTE Facilities Management
A heartfelt congratulations to this year’s winners, recognised for their exceptional contributions in advancing sustainability and setting new benchmarks for excellence across industries.
Gold Sponsors
Silver Sponsor
Category Sponsor
DRIVING SUSTAINABILITY ACROSS THE HOSPITALITY CHAIN
SUSTAINABILITY INNOVATION FORUM 2025 PANEL RECAP
In the Middle East, sustainability in hospitality is no longer just aspirational; it’s becoming a strategic imperative. As destinations like Dubai and Saudi Arabia commit to ambitious national goals around climate, innovation, and tourism growth, the hospitality sector is under pressure to evolve. Whether it’s achieving Net Zero targets by 2050, building more efficient kitchens, or rethinking how supply chains operate in desert climates, the region is pushing toward a more conscious future. In the UAE, government-led initiatives, such as Dubai Sustainable Tourism, and regulatory incentives are already influencing how hotels, restaurants, and developers approach various aspects, including waste management, water conservation, and guest education. Yet the shift can’t come from top-down directives alone; it requires operators on the ground to adapt, collaborate, and embed sustainability into their everyday decisions. With Expo 2020 as a legacy reminder and COP28 still fresh in the industry’s memory, hospitality players in the region are realising that green growth isn’t a nice-to-have; it’s the business model of tomorrow.
At this year’s Sustainability Innovation Forum, one of the most anticipated conversations centred on the real-world connection between everyday hospitality operations and long-term sustainability leadership.
Titled “From Kitchen to Corner Office,” the panel brought together industry leaders from across the hospitality value chain to explore how sustainability is being implemented, measured, and scaled in practical, cross-functional ways.
Moderated by Omar Shihab, Founder and Chief Sustainability Officer, BOCA, the session provided clear and honest insights into what’s working and where challenges still remain.
KEY THEMES & TAKEAWAYS
1. Sustainability must live across departments. One of the strongest sentiments shared was that sustainability isn’t a single department’s responsibility. It needs to be embedded in every part of the business, from marketing and procurement to operations and strategy.
2. Technology is a powerful enabler.
Matt Roberts, Director of Sales at Unox Inc MEA, China & Korea, highlighted the growing role of kitchen technology in helping chefs and owners reduce waste, track energy consumption, and make data-driven decisions that benefit both the planet and the bottom line.
3. Supply chain accountability is rising.
Joanie Dall’anese, Head of Marketing at Chef Middle East, discussed how transparency and traceability are no longer optional. Clients are demanding more visibility into sourcing, packaging and transport. Marketing teams now play a crucial role in communicating these efforts effectively and truthfully.
4. Guest expectations are evolving. According to Jelena Kezika, Vice President Strategy and Sustainability at Global Hotel Alliance, consumers are increasingly aware of greenwashing and want to see meaningful action, not just sustainability pledges. There’s a growing interest in loyalty programmes that reward responsible choices, suggesting new avenues for engagement and education.
5. Progress over perfection.
Tiffany McGrath, Director of Sustainable Hospitality at Sustainability Kiosk, reminded the room that the goal isn’t perfection, it’s momentum. Measuring impact, setting real-
istic targets, and building from there is key to lasting, scalable change.
The hospitality industry has always been about people, how we serve, host, care, and connect. Sustainability, at its core, is simply an extension of that same promise: to be responsible stewards of the resources, communities, and experiences we shape every day. What this panel made clear is that real change won’t happen in silos. It requires honest conversations, a willingness to collaborate across roles, and a shift in how we define success, not just by guest satisfaction or profit margins, but by long-term impact. From the chefs choosing seasonal ingredients to the marketers telling the story, from the engineers installing smarter systems to the executives setting company-wide targets, everyone has a role to play. The work is ongoing, and it isn’t always easy, but the momentum is building. The challenge now is to keep going together, consistently and with intention. Sustainability is not a side project; it’s a culture.
Category: NET-ZERO BUILDING OF THE YEAR
Project: MASDAR CITY CAMPUS – HQ BUILDING
Winner: MUBADALA INVESTMENT COMPANY AND MASDAR CITY
Category: SUSTAINABLE GUEST ROOM SUPPLIER OF THE YEAR
Winner: GUEST SUPPLY
Category: SUSTAINABLE FUTURE PROJECT OF THE YEAR
Project: SOBHA WAVES OPULENCE
Winner: PNC ARCHITECTS
Category: SUSTAINABLE RESIDENTIAL PROJECT OF THE YEAR
Project: THE SUSTAINABLE CITY – YAS ISLAND PROJECT
Winner: ATKINSRÉALIS
Category: SUSTAINABLE FIT-OUT FIRM OF THE YEAR
Winner: SUMMERTOWN INTERIORS
Category: WELLNESS PROJECT OF THE YEAR
Project: KETURAH RESORT BY MAG
Winner: MAG
Category: SUSTAINABLE ARCHITECTURE FIRM OF THE YEAR
Winner: SKIDMORE, OWINGS & MERRILL (SOM)
Category: SUSTAINABLE HOSPITALITY INITIATIVE OF THE YEAR
Initiative: NET ZERO AND GREEN BUILDING INNOVATION
Winner: RADISSON HOTEL GROUP
Category: SUSTAINABLE CONTRACTOR OF THE YEAR
Winner: INNOVO
Category: WASTE MANAGEMENT INITIATIVE OF THE YEAR
Initiative: WASTE RECYCLING INITIATIVE
Winner: DRYDOCKS WORLD
Category: GREEN DIGITAL INFRASTRUCTURE OF THE YEAR
Winner: MORO HUB
Category: MOST INNOVATIVE SOLUTION
Winner: NEOM
Category: ZERO PLASTIC INITIATIVE OF THE YEAR
Initiative: BEYOND PLASTIC PACKAGING INITIATIVE
Winner: HANSGROHE
Category: SUSTAINABLE HOTEL OF THE YEAR
Winner: MÖVENPICK RESORT AL MARJAN ISLAND
Category: ENERGY SERVICES COMPANY OF THE YEAR
Winner: ETIHAD WATER AND ELECTRICITY (ETIHADWE)
Category: SUSTAINABLE INITIATIVE OF THE YEAR
Initiative: SOLARPOWERED FACTORY
Winner: DESIGN INFINITY
Category: GREEN CONSULTANT FIRM OF THE YEAR
Winner: AECOM
Category: ENERGY COMPANY OF THE YEAR
Winner: NMDC GROUP
Category: SUSTAINABLE PROGRAMME OF THE YEAR
Initiative: SCHOOL OF THE FUTURE INITIATIVE
Winner: ATKINSRÉALIS
Category: ECO-FRIENDLY HOTEL AMENITIES PROVIDER OF THE YEAR
Winner: GUEST SUPPLY
Category: CORPORATE EXCELLENCE AWARD
Winner: TTE FACILITIES MANAGEMENT
Category: SUSTAINABLE DEVELOPMENT OF THE YEAR
Project: SAMANA OCEAN VIEWS
Winner: SAMANA DEVELOPERS
Category: OVERALL FM COMPANY OF THE YEAR
Winner: SERVEU
Category: WOMAN PROFESSIONAL OF THE YEAR
Winner: VASH SINGH
Company: KEO INTERNATIONAL CONSULTANTS
Category: ENTREPRENEUR OF THE YEAR
Winner: NAYLA HADDAD
Company: ONE OF A KIN
Category: ENVIRONMENTAL IMPACT STRATEGIST OF THE YEAR
Winner: SAMIR MULLA
Company: ALEC ENERGY
Category: CHIEF SUSTAINABILITY OFFICER OF THE YEAR
Winner: P.R. JAGANNATHAN
Company: SOBHA REALTY
Category: CEO OF THE YEAR
Winner: YOUSUF FAKHRUDDIN
Company: FAKHRUDDIN PROPERTIES
Category: VISIONARY LEADER OF THE YEAR
Winner: KABIR MULCHANDANI
Company: FIVE HOLDINGS
AI BOOKING TOOLS What Works and What to Watch Out For
BY MIKE PUTMAN, CEO AND FOUNDER OF CUSTOM TRAVEL SOLUTIONS
What to look for in an AI booking reconfirmation tool
> Human-like automation, not just bots
The best AI tools go beyond robotic scripts. They simulate real conversations with hotels whether through IVR systems or staff interactions to retrieve confirmation numbers naturally and accurately. This mimics the precision of a live agent at a fraction of the cost, with none of the manual overhead.
> Real-time supplier integration and API connectivity
Your reconfirmation system should plug directly into your CMS, with updates flowing seamlessly via API. This ensures that confirmation statuses are always up to date, visible in your dashboards, and actionable without delay. The smoother the integration, the faster your teams can respond.
> Scalable, intelligent workflows
Whether you’re processing a handful of bookings or tens of thousands, your tool should scale without adding headcount. Intelligent queueing, smart routing, and AI-driven exception handling mean you can manage high volumes efficiently.
> Smart exception handling and traceability
When an issue does arise such as a failed IVR call, an unresponsive hotel, or a rate discrepancy, the system should clearly and immediately flag it. Look for tools that log outcomes in real-time and surface anomalies for manual follow-up, reducing missed issues and last-minute panic.
> Backed by proven industry experience
Prioritise tools developed by teams who understand the nuances of travel operations, ones that have already handled millions of bookings and refined their systems through real use cases. Expertise translates directly to reliability.
Red flags to avoid
> Basic automation dressed as “AI”
If a tool simply sends standard emails or hits an API endpoint without learning, adapting, or conversing intelligently, it’s not AI. It’s a shortcut. And shortcuts are where booking issues go unnoticed.
> No support for hybrid workflows
Fully automated doesn’t mean inflexible. Make sure your chosen tool allows human agents to step in when needed and doesn’t break when things get complex. A good reconfirmation system should support both autonomy and oversight.
> No audit trail or visibility
Can you see exactly when a booking was confirmed, by whom, and how? If not, you're flying blind. Transparency is critical, especially when disputes or delays arise. Choose a tool with real-time reporting and clear accessible records of every action taken.
> Limited supplier coverage
Broad integration support especially with IVRs and voice-based confirmation systems is key.
> Static logic that doesn’t evolve
Your business isn’t static and neither are your workflows. Tools that require constant manual updates or rigid setup won’t keep pace. Look for systems that learn from experience, adapt to your patterns, and improve over time.
