Middle East's 10 HR Executives Transforming the Workplace in 2023 Business, 2023

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Cover Story

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14. Liza Altena

Navigang the ClimateTech Froner

24. Charng the HR Journey Successfully Mona Mohammed Fekri

32. Thirty Sleeps

Revoluonizing Long-Term Accommodaons with Tech-Enabled Hospitality

Articles Articles

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Revoluonizing the Workplace Cung-Edge HR Innovaons That Drive Success The HR Playbook Strategies for Success in the Modern Workplace

InthedynamiclandscapeoftheMiddleEast,Human Resources(HR)executivesareplayingapivotalrolein steeringorganizationstowardinnovation,adaptability,and inclusivity.Thistransformativejourneyischaracterizedbya strategicapproachtotalentmanagement,afocusontechnological integration,andacommitmenttofosteringathrivingworkplace culture.

MiddleEastern HR

HRexecutivesintheMiddleEastareattheforefrontofredefining talentacquisitionstrategies.Withagrowingemphasisondiverse andskilledworkforces,theseleadersareleveraginginnovative recruitmenttechniquesandembracingtechnologiessuchas artificialintelligencetoidentify,attract,andretaintoptiertalent.Aligningrecruitmentpracticeswiththe evolvingneedsofthemarketensuresthat organizationshavetherightmixofskillsto navigatethecomplexitiesoftheregion’s businesslandscape.

Editor’sView

Technologicalintegrationstandsoutas ahallmarkofHRtransformation. ThroughthelatesteditionofMiddle East’s10HRExecutives TransformingtheWorkplacein 2023,executivesareadopting advancedHRmanagementsystems, analyticstools,anddigitalplatformsto streamlineprocesses,enhancedata-driven decision-making,andoptimizeemployee experiences.Fromvirtualonboardingprocesses toAI-drivenperformanceevaluations,HRleaders areleveragingtechnologytocreateefficient, transparent,andemployee-centricworkplaces.

Culturaldiversityisadefiningfeaturethatexecutivesare championinginitiativestobuildinclusiveworkenvironments. Theseleadersunderstandtheimportanceoffosteringaworkplace culturethatembracesdiversityandempowersindividualsto contributetheiruniqueperspectives.Byimplementingdiversity andinclusionprograms,HRexecutivesarenotonlyenriching organizationalculturesbutalsocontributingtoincreasedemployee satisfactionandengagement.

Have a mesmerizing read ahead!

Pioneering Agricultural and Food Sustainability through Strategic Leadership!

Intherealmofagriculturalandfoodsustainability,one individualstandsasadrivingforceofchangeand progress.MeetMonaMoneeb,aseasonedSeniorHR Directorwhoisrevolutionizingthelandscapeofbusiness throughstrategicleadership,innovativethinking,anda deepcommitmentatEmiratesFoodIndustries.

Withanextensivebackgroundinhumanresources,Mona hasfoundhercallingintherealmofagriculturalroadmap andfoodsustainability.Shebringstothetableaunique blendofpeople-centricleadershipandapassionfor addressingoneofthemostpressingchallengesofourtime: ensuringasecureandsustainablefoodsupplyfor generationstocome.

AsaSeniorHRDirector,Monarecognizesthatpeopleare attheheartofanytransformativejourney Theirleadership philosophyiscenteredonnurturingateamculturethat embracesinnovation,collaboration,andasharedvisionfor sustainability

APassionforPeople

Mona’svoyageintotheworldofHRwasnotamerecareer choicebutapassionatecalling.Fromtheverybeginning, herheartresonatedwiththeideaofempowering individuals,offeringthemopportunitiestoexcel,and transforminglives.“I am a complete people’s person,” Monabeamswithenthusiasm. “I am passionate about guiding, supporting, and coaching those who are seeking employment opportunities. I truly believe that everyone deserves a chance to excel and transform their lives for the better.”

EmiratesFoodIndustries:AGlimpseofExcellence

EmiratesFoodIndustries(EFI)isapioneeringforceinthe UAE’sfood,dairy,andagriculturallandscape. HeadquarteredinAbuDhabi,EFIhasestablisheda strongholdintheregionwithextensivemanufacturing, logistics,anddistributionoperations.Itboastsdiversified interestsencompassingagriculture,animalfeed,dairy,and foodsectors,withmorethantencompaniesundertheEFI Groupumbrella.

EFI’sunwaveringcommitmenttobolsteringthenation’s foodsecurityandsustainabilityisevidentthroughitsrecent endeavor,thelaunchofitsFoodandbeveragesbrand,

“Hayatna.”ThisbrandplaysapivotalroleintheUAE’s foodsecurityagenda,cateringtoover20+categoriesand offeringmorethan150products.Theseproductsrangefrom freshmilk,juices,andyogurtstoauniqueEthnicproduct linedesignedtoresonatewithadiverseconsumerbase.

TheEFIGroupincludesprominententitiessuchasthe NationalFeedandFlourProductionandMarketingCo. (NFFPM),NationalDairyFactory(Hayatna),National DairyFarms(NDF),MasakenDairyFarms(MDF), NationalBagsFactory,andAlRawdahVeterinaryClinics (RVC).WithMonaatthehelmofHR,EFI’shumancapital isundoubtedlyitsmostsignificantasset,andshetakeson thechallengewithutmostdedication.

RecruitmentStrategies:Mona’sMasterstroke

Mona’sapproachtodevelopingandimplementing recruitmentstrategiesisbothmeticulousandstrategic.She understandsthatattractingtoptalentisnotjustaboutfilling vacanciesbutaligningcandidateswiththeorganization’s visionandculture.

Herearesomekeyelementsofhersuccessfulrecruitment strategy:

1. ClearlyDefinedObjectives:Monaemphasizesthe importanceofsettingclearrecruitmentgoalsanddefining theobjectivesofeachroleorvacancy.Understandingthe targetaudiencehelpsidentifytheidealcandidate’s characteristics.

2. Cost-EffectivePolicies:Whileimplementing recruitmentstrategies,Monaensuresthattheyarecosteffectiveandwell-alignedwiththeallocatedbudget.

3. EmployerBranding:Monabelievesinstrengtheningan organization’semployerbrandthrougheffective communication.Highlightingthecompany’scultureand uniquesellingpointsplaysacrucialroleinattractingtop talent.

4. Quality-FirstApproach:Monaprioritizesqualityover quantitywhensourcingcandidates.Thisapproachensures thatcandidatesnotonlymeetthejobrequirementsbutalso alignwiththeorganization’scultureandvalues.

5. ApplicantTrackingSystem(ATS):Implementingan ATSstreamlinestheentirerecruitmentprocess,makingit moreefficientandorganized.

6. EmployeeReferralPrograms:Encouragingexisting employeestoreferqualifiedcandidatesfostersasenseof involvementandengagementamongtheworkforce.

7. PanelInterviews:Conductingpanelinterviewscreatesa collaborativeatmosphereandleavesapositiveimpression onpotentialemployees.

SuccessionPlanning:NurturingTomorrow’sLeaders

Monaunderstandsthesignificanceofsuccessionplanning inensuringanorganization’slong-termsuccess.Her approachinvolvesthefollowingsteps:

1. IdentifyKeyPositions:Identifycriticalpositionsacross theorganizationanddefinethecompetencies,skills,and leadershipqualitiesrequiredtoexcelinthoseroles.

2. HighPotentialIdentification:Identifyhigh-potential employeeswithintheorganizationandcreatecustomized developmentplansfortheirgrowth.

3. MentorshipandCoaching:Providementorshipand coachingtohigh-calibercandidates,helpingthemacquire thenecessaryskillsandknowledgetotakeonleadership roles.

4. JobRotations:Implementjobrotationsandnew assignmentstobroadenemployees’experiencesandprepare themforfutureleadershippositions.

5. ContinuousReview:Regularlyreviewandupdatethe successionplantoalignitwithevolvingorganizational needsandindustrytrends.

Mona’sdedicationtosuccessionplanningensuresthat EFI’sleadershippipelineremainsrobust,allowingthe organizationtothriveinanever-changingbusiness landscape.

ExecutiveSearch:AQuestforTopTalent

Mona’sexperiencewithexecutivesearchagencieshasbeen instrumentalinidentifyingandhiringtopleadershiptalents. Thesuccessoftheseinitiativeshingesonseveralfactors:

1. ClearObjectives:MonastartsbydefiningEFI’sneeds andexpectationsintheinitialbriefingwiththeagency

2. Partnership:Buildingapartnershipbasedonmutual trustandtransparencyiscrucialforasuccessfulexecutive search.

3. Responsiveness:Timelyresponsestotheagency’s queriesandrequestsareessentialforasmoothsearch process.

4. CandidateSupport:Monaensuresthatcandidates receivesupportandguidancethroughouttherecruitment process,settingclearexpectationsandmaintainingregular communication.

5. PositiveCandidateExperience:Regardlessofthe outcome,Monaensuresthatcandidateshaveapositive

experience,reinforcingEFI’sreputationasanemployerof choice.

ManagingVendors:ABalancingAct

Managingvendorscanbeachallengingendeavor,but Monaapproachesitwithawell-definedstrategy:

1. CostandFeeAgreement:Agreeingoncostsandfees duringtheinitialmeetingsetsclearfinancialexpectations.

2. EstablishExpectations:Establishingpractical expectationsanddefiningthescopeofworkand deliverablesisessential.

3. KeyPerformanceIndicators(KPIs):DefineKPIsto evaluatethevendor’sperformanceeffectively.

4. HonestFeedback:Providinghonestandconstructive feedbacktovendorshelpsimprovecollaborationand results.

Headhunting:IdentifyingTopTalent

Mona’sexperienceinheadhuntingextendstoidentifying toptalentforsenior-levelpositions.Herapproachinvolves identifyingexceptionalcandidateswhopossesstheskills, experience,andleadershipqualitiesrequiredforexecutive roles.

BalancingSalaryNegotiations:AWin-WinApproach

Managingsalarynegotiationsrequiresfinesseandafocus onachievingmutuallybeneficialoutcomes.Mona’s approachinvolves:

1. CandidateAlignment:Identifyingcandidateswhose salaryexpectationsalignwiththeorganization’sbudgetand compensationstructurefromtheverybeginningofthe recruitmentprocess.

2. TransparentCommunication:Engagingintransparent andopencommunicationwithcandidates,ensuringthey haveaclearunderstandingoftheorganization’ssalary rangeandbenefitspackage.

3. Win-WinMindset:Adoptingawin-winmindset,where boththeorganizationandthecandidatefeeltheyare receivingfaircompensationandvalue.

4. SourcingCandidatesattheRightLevel:Ensuringthat candidatesaresourcedattheappropriatelevel,reducingthe likelihoodofsalarymisalignment.

Mona’sadepthandlingofsalarynegotiationsstrikesa balancethatsatisfiesboththeorganization’sfinancial constraintsandthecandidates’expectations.

OnboardingExcellence:SettingNewHiresUpfor Success

Monaunderstandsthecriticalrolethatonboardingplaysin ensuringnewhiresintegrateseamlesslyintothe organization.Heronboardingprocessincludes:

1. ThoroughDocumentation:Comprehensive documentationprocessestostreamlineadministrativetasks andcompliancerequirements.

2. WelcomePackage:Providingnewemployeeswitha welcomepackagethatincludesessentialinformationabout theorganization,itsculture,andpolicies.

3. OrientationPrograms:Structuredorientationprograms tointroducenewhirestotheirroles,teams,andthe organization’svalues.

4. MentorshipandBuddySystem:Implementing mentorshipprogramsandbuddysystemstohelpnew employeesacclimatetotheorganizationandculture.

5. GoalSetting:Settingcleargoalsandexpectationsfor newhires,ensuringtheyunderstandtheirrolesand responsibilities.

6. PolicyandCultureIntroduction:Familiarizenew employeeswiththecompany’spolicies,procedures,and culturetocreateastrongfoundationfortheirjourney.

MasteringSocialMediaforTalentAttraction

Intoday’sdigitalage,socialmediaisapowerfultoolfor attractingtoptalent.Mona’sapproachtoimplementing socialmediastrategiesincludes:

1. DefiningtheOrganizationasaBrand: Communicatinganddefiningtheorganizationasan aspirationalbrand,highlightingitsculture,values,and opportunities.

2. SelectingtheRightPlatforms:Identifyingand leveragingthemosteffectivesocialmediaplatformsfor reachingthetargetaudience.

3. CreatingEngagingContent:Developingengagingand informativecontentthatresonateswithpotentialcandidates, showcasingtheorganization’suniqueofferings.

4. TargetedOutreach:Utilizingsocialmediatoreachout tothetargetaudiencewithcompellingcontentand opportunities.

Mona’sproficiencyinleveragingsocialmediaensuresthat EFIremainsattheforefrontofattractingandengagingtop talent.

AVisionfortheFuture

MonaMoneeb’sjourneyastheHRDirectoratEmirates FoodIndustriesisatestamenttoherunwaveringdedication tonurturingtalent,fosteringgrowth,anddriving organizationalexcellence.Hermeticulousrecruitment strategies,dedicationtosuccessionplanning,andadept handlingofsalarynegotiationshaveelevatedEFI’shuman capitaltonewheights.Asavisionaryleader,shecontinues tosetthestandardforHRexcellence,ensuringthatEFI

remainsathrivingforceintheUAE’sfoodandagriculture landscape.

Intheever-evolvingworldofHR,Monastandsasabeacon ofinspiration,guidingorganizationstowardabrighter futurebyunlockingthetruepotentialoftheirmostvaluable asset:theirpeople.Withapassionforpeople,a commitmenttoexcellence,andavisionfortransformation, MonaMoneebcontinuestoshapetheHRlandscape,one successstoryatatime.

Liza Altena Co-Founder & CCO repath GmbH

Rightfromspaceexplorationstoscientific

discoveries,weashumanshavealwaysexplored thingsthatwereonceonlyimagined.Here,things becomemucheasierifwehavealeaderwhounderstands what’sneededtobringaboutameaningfulchange.Thus, someonelikeLizaAltenagoesbeyondherlimitstoget thingsforherteamatrepath.Lizahascreatedaculture fromthegroundup,likekeepingthingssimplethanwhat’s alreadyinplace.Eitherway,itallboilsdowntohavinga people-centricleaderlikeLizaalwaysatyourside.

Lizaisnotyourtypicalentrepreneur Attheageof33,this Germanbusinessleaderisdeeplypassionateaboutareas thatextendfarbeyondtraditionalcorporatelandscapes.Her journeyintoentrepreneurshiphasbeenmarkedbya profoundcommitmenttoauthenticity,growth,andatireless pursuitofmeaningfulimpact,particularlyinaddressingthe urgentchallengesposedbyclimatechange.Here’smoreto herstory.

FromInternationalBusinesstoDiverseExperiences

Liza’sacademicjourneyledhertothefieldofInternational BusinessandManagement,whereshepursuedherstudies inHolland.However,herappetitefordiverseexperiences compelledhertoexplorebeyondtheconfinesoftraditional academia.Sheventuredtolive,study,andworkinvarious countries,includingChina,Indonesia,andNorway These experiencesexposedhertodifferentculturesandwaysof thinking,enrichingherperspectiveonlifeandbusiness.

AUniqueSetofCoreValues

Liza’slifeisguidedbythreecorevalues:honesty, authenticity,andgrowth.Thesevaluesserveasher

compass,directingherbehavioranddecision-making. Honesty,inLiza’sview,isthefoundationforeffective communication.Shebelievesincuttingthroughambiguity andbeingdirectinallinteractions.Whenyouengagewith Liza,youcanexpectcandidandstraightforwardresponses.

AuthenticityisanotherkeypillarofLiza’svaluesystem.In aworldoftenmaskedbybusinesspersonas,sheadvocates forthepowerofauthenticity.Sheisopenabouttopicsthat areoftenshroudedinsilence,suchasmentalhealth, therapy,andtheimpactofthefemalecycleonbusiness performance.Throughheropenness,sheaimsto destigmatizetheseissuesandinspireotherstoembracetheir trueselves,bothpersonallyandprofessionally

GrowthisthethirdvaluethatfuelsLiza’sjourney.She revelsinchallengesandviewspushingboundariesasan essentialcomponentofpersonalandprofessional development.Herenthusiasmforgrowthisfurtherfueled byherexperiencesintherapyandcoaching,whereshe continuouslylearnsaboutherselfandlife.ForLiza,growth isnotjustaprofessionalpursuitbutapersonaloneaswell.

ChampioningAuthenticityandFemaleLeadership

Liza’suniquepositionasafemaleleaderinamaledominatedindustryprovidedherwithopportunitiesto challengeestablishednormsandadvocateforauthenticity Sherecognizedtheimportanceofbeingtruetooneselfina corporateworldoftencharacterizedbymasksandpretense. Byembracingauthenticity,Lizanotonlygainedvisibility andrespectbutalsobecameacatalystforchange.She inspiredotherstodiscardoutdated“businessmasks”and encouragedthemtobringtheirtrueselvestotheforefront.

EnablingSocietytoAdapttoAcceleratingClimate Change

Twoyearsintotheirjourney,repathisdiligentlyworking towarditspurpose:“Weenablesocietytoadaptto acceleratingclimatechange.Now.”Theorganization’s automatedsoftwaresolutiontransformscomplexclimate dataintoactionableinsights.Ithelpsorganizations understand,analyze,andeffectivelymanagefutureclimate risksassociatedwiththeiroperations,assets,andlocations.

repath’splatformaggregatesintricateclimatedatainto easilyunderstandableresults,providingorganizationswith aclearpictureoftheiroverallportfoliorisksanddetailed assetandlocationrisks.Thisknowledgeservesasthe foundationforbuildingresilienceandadaptingtoa changingclimate.

BuildingResilienceinaChangingWorld

Intoday’sworld,theurgencyofaddressingclimatechange hasneverbeenmoreapparent.Withclimateactionfailure andextremeweathereventsidentifiedastwoofthegreatest risksfacingourplanetbytheWorldEconomicForum, organizationsacrosstheglobearerecognizingtheneedfor comprehensiveclimatedataandresilientsolutions.Amidst thecomplexityofclimatedataandmountingreporting regulations,repathhasemergedasapioneeringsolution thattranslatesintricateclimatedataintoactionableinsights, enablingorganizationstounderstand,analyze,and effectivelymanageandadapttofutureclimaterisks associatedwiththeiroperations,assets,andlocations.

TheChallengeofAccessingClimateData

Organizationstodayfaceasignificantchallengein accessingaccurateandunderstandableclimatedata.The fragmentednatureofclimatedataacrossvarioussources createshurdlesforbusinessesstrivingtobuildclimate resilience.Moreover,theincreasingreportingregulations addanotherlayerofcomplexitytothelandscape.Inthis context,Repathstandsoutasasolutionthatembodies scientificallyprofoundandreliableapproaches,offering organizationsthetoolstheyneedtonavigatethese challengesandpromotesustainablegrowth.

TurningClimateDataintoActionableInsights

repath’smissioniscrystalclear:toempowerorganizations withtheknowledgetheyneedtotacklefutureclimaterisks effectively Thisinvolvestranslatingintricateclimatedata

intoeasilyunderstandableaggregatedresults,providing organizationswithacomprehensiveviewoftheiroverall portfoliorisksanddetailedassetandlocationrisks.This knowledgebecomesthebedrockuponwhichorganizations canbuildresilienceandadapttoachangingclimate.

AMulti-facetedSolutionforDiverseNeeds

repath’sinnovativeplatformservesvariouscriticaluse cases.Fororganizationsplanningtoexpandorestablish newlocations,repath’ssolutionoffersapowerfultoolfor assessingpotentialsitesfutureclimateriskstoincludethat parameterinthedecision-makingprocess.Byassessingthe risksassociatedwithspecificlocations,businessescan makeinformeddecisionsaboutwheretoestablishtheir operations,maximizingtheirpotentialwhileminimizing risks.

Anothervitalusecaseofrepath’ssolutionisrisk management.Byhelpingorganizationsunderstandtheir exposuretovariousclimate-relatedrisks,repathenables themtotakeproactivemeasurestomitigatepotential threats.Thisproactiveapproachallowsbusinessestostay aheadofthechallengesposedbyclimatechangeandtake necessaryactionstoavoidorminimizetheirimpact.Italso helpsidentifysalesandproductopportunities,providing valuableinsightsintothesustainabilityandresilienceof productionsitesovertime.

AScientificApproachforReliableInsights

Attheheartofrepath’ssuccessliesitscommitmenttoa scientificapproach.Utilizingcutting-edgeensemble methodsandawiderangeofclimateprojections,repath quantifiesuncertaintiesandprovidesorganizationswiththe mostaccurateandrobustinsightsintopotentialclimaterelatedchallenges.Thiscommitmenttoscientificrigor ensuresthatrepath’sclientshaveaccesstoreliable informationthatempowersthemtomakeinformed decisions.

Purpose-DrivenApproachtoRecruiting

Atrepath,theapproachtorecruitingandretainingtalentis deeplyrootedinthecompany’spurposeandcorevalues. Theorganizationrecognizesthatattractingandretainingthe rightindividualsiscrucialinfulfillingitsmission:“We enablesocietytoadapttoacceleratingclimatechange. Now.”Thispurposeresonateswithindividualsseeking meaningfulworkthatcontributestoasustainablefuture.

CoreValuesandCulture

Thecorevaluesatrepath-Impact,Happiness, Growth,andCreativity-serveasthefoundationofthe organizationalculture.Theyguidedecisionsandbehavior fosteringanenvironmentwhereindividualsalignwiththe company’svaluesandmission.Thecultureembraces principlesofNEWWork,withafocusonPurpose,SelfManagement,andOwnershipwithinapsychologicallysafe setting.

BalancingRemoteWorkandIn-PersonInteraction

Whiletheorganizationappreciatesthebenefitsofaremote worksetup,italsorecognizesthevalueofin-person interactions.Tostrikethisbalance,lorganizesquarterly“all hearts&brains”eventsinthepicturesquecountryside surroundingHamburg.Theseeventsofferopportunitiesfor culturalenrichment,transparentfeedback,andvisionary alignment.Beyondwork,theteamengagesinteambuildingactivitiesthatstrengthenthebondbetweenthe organizationalcultureandtheoverarchingpurpose.

DiversityasaStrategicImperative

Diversityisnotjustabuzzwordatrepath;it’sastrategic imperative.Theteamhaswitnessedfirsthandhowadiverse rangeofexpertiseenrichescollectiveintelligenceandfuels innovation.Teammembershighlightthesignificanceof diversityfortheirprofessionalandpersonalgrowth.

PerksandBenefits

Theorganizationrecognizestheimportanceofproviding meaningfulperksandbenefitstoitsteammembers. Currently,everyteammemberenjoysaccesstoa€1000 developmentbudget,ayearlyBahncardforconvenient travel,andawell-equippedhomeofficesetup.Looking ahead,repathplanstointroduceaweek-long‘workation,’ wheretheentireteam,includingfamilymembers,canwork fromaninspiringlocation.Therearealsoplanstooffer coachingandtherapeuticservicestosupporttheteam’s well-being.

Additionally,repathgrantsVirtualStockOptions(VSOP) toeachteammember,providingthemwithastakeinthe company’slong-termsuccess.Thisnotonlyenhances motivationbutalsofostersasenseofcollectiveownership,

aligningindividualcontributionswiththecompany’s success.

ComplianceandWorkplaceRegulations

Complianceistakenseriouslyatrepath.Theorganization workscloselywithlegalexpertstoensurethatitspractices alignwithlaborlawsandregulations.Internally,clear regulationshavebeenestablishedthataredesignedforease ofcompliance,reflectingthecompany’scommitmentto maintainingarespectfulandcompliantworkplace.These regulationsareshapedbytheprinciplesofownershipand self-management.

Inconclusion,repathdoesn’tmerelyofferjobs;itprovides careerswithpurposeandsignificance.Theorganization cultivatesanenvironmentthatvaluesindividuality, celebratesdiversity,andprioritizesmutualgrowth.This uniquecombinationmakesrepathanappealingworkplace andadestinationfortoptalentwhosharethecommitment toaddressingclimatechangeandcreatingasustainable future.

Leadership,ClimateTech,andStartupWisdom

Area1:LeadershipAdvice

“Based on my experiences, one of the cornerstones of effective leadership is attentive listening combined with deep empathy. In the ever-evolving environment we navigate today, leadership isn’t about directing; it’s about inspiring and fostering an environment that champions innovation and nurtures adaptability. The role of a leader is not merely managerial; it’s transformational. It’s vital to embody the very values you hope to see in your team. Instead of simply managing, strive to guide. Instead of giving orders, coach. Ensure that there’s a two-way street for feedback. Mistakes will and must be made, and it’s essential to own them and learn. Always remember, it’s not just about achieving targets or milestones; it’s about the people you work with, upholding your core values, and displaying tenacity during challenging times”.

Area2:IndustryInsights

TheClimateTechIndustryisemergingasanessentialarena, andwhilemanyrecognizeitssignificance,notallgraspits urgency.Butit’simperative. My suggestion is to immerse yourself deeply into understanding the nuanced needs and challenges of the specific sector you’re diving into. Cultivate relationships and be a beacon of knowledge for your clients. It’s crucial to recognize that not every organization is on the same page when it comes to understanding the gravity and immediacy of climate-related issues. There may be times of frustration, but it’s important to keep the bigger picture in mind. We’re in the calm before the storm, and when the wave of realization hits, you must be prepared to offer solutions.”

Area3:StartupFounderWisdom

Thejourneyofafounderisakintoaroller-coaster—filled withexhilaratinghighsandchallenginglows. “Anticipate fluctuations rather than a linear path to success. Encountering obstacles is not just likely but inevitable. Embrace failures, but more importantly, absorb the lessons they bring. Success is not a sprint but a marathon, demanding consistent dedication and a never-give-up attitude. Be mentally prepared to grapple with feelings of uncertainty, moments of doubt, and even existential fears. However, amidst these challenges lies the beauty of creation, innovation, and transformation. And in the end, when you look back, you’ll realize it was all worth the ride”.

AchievingExcellenceandPartneringwithIndustry Giants

repathhasexperiencedsignificantmilestonesand achievementsthroughoutitsjourney.Onenotable accomplishmentwaswinningtheE.ONStart-Up InternationalGridChallenge.Inthehighlycompetitive climateriskscategory,repathemergedvictorious, outperformingcompetitorsfromacrosstheglobe.This achievementnotonlybroughtrecognitionbutalsoledto theacquisitionofprominentcustomers,includingE.ON anditssubsidiary,suchasSchleswig-HolsteinNetz. However,thesuccessstorydoesn’tendthere.repathalso securedvictoryinthePlanetTechExtremeWeatherEvent ChallengeheldinIsrael.Thiswinaddedanotherrenowned nametoitslistofclientsintheenergysector:enel.These accomplishmentsdemonstraterepath’sexcellencein addressingclimate-relatedchallengesanditsabilityto garnerrecognitionandpartnershipswithmajorplayersin theindustry

HR That Drive

Intheever-evolvinglandscapeofhumanresources (HR),innovationstandsasakeydriverofsuccess.As workplacestransform,HRprofessionalsareatthe forefront,leveragingcutting-edgetechnologiesand strategiestorevolutionizetraditionalpractices.Thisarticle exploresthelatestHRinnovationsthatarereshapingthe workplace,drivingorganizationalsuccess,andredefining theemployeeexperience.

ArtificialIntelligence(AI)inRecruitment

OneofthemosttransformativeHRinnovationsisthe integrationofartificialintelligenceintherecruitment

process.AIalgorithmsanalyzevastamountsofdatato identifypatternsinresumes,predictcandidatesuccess,and evenconductinitialcandidateinterviews.Thisnotonly expeditesthehiringprocessbutalsoensuresmoreunbiased anddata-drivendecision-making,ultimatelyleadingto bettertalentacquisition.

PeopleAnalyticsforInformedDecision-Making

Peopleanalytics,poweredbyadvanceddataanalyticstools, isrevolutionizinghowHRprofessionalsmakedecisions. Thisinnovationinvolvescollectingandanalyzingdataon employeeperformance,engagement,andsatisfaction.The insightsderivedfrompeopleanalyticsenableHRto identifytrends,predictworkforceneeds,andmake informeddecisionsthatcontributetoorganizational success.

ChatbotsforEmployeeEngagement

Chatbotshaveemergedasagame-changerinenhancing employeeengagement.HRchatbotscanprovidereal-time responsestoemployeequeries,streamlineinternal communication,andofferpersonalizedassistance.These AI-drivenchatbotscontributetoamoreresponsiveHR environment,fosteringbettercommunicationbetween employeesandtheHRdepartment.

VirtualReality(VR)forTrainingandDevelopment

InnovativeHRdepartmentsareadoptingvirtualrealityfor employeetraininganddevelopment.VRsimulationscreate immersivelearningexperiences,allowingemployeesto practiceskills,undergorealisticscenarios,andenhance theirjob-relatedcompetencies.Thisnotonlyimproves trainingeffectivenessbutalsoprovidesacost-efficientand scalablesolutionfororganizations.

BlockchainforTransparentandSecureProcesses

BlockchaintechnologyismakinginroadsintoHR functions,particularlyinensuringtransparentandsecure processes.Blockchaincanbeappliedtoverifythe authenticityofeducationalcredentials,facilitatesecure payrolltransactions,andenhancetheintegrityofemployee records.Byleveragingblockchain,HRprofessionalscan createamoretrustworthyandefficientecosystem.

EmployeeWellnessPlatforms

EmployeewellnessisatoppriorityforHR,andinnovative platformsareredefininghoworganizationsapproachwellbeing.Theseplatformsusedataanalyticstotrackemployee wellness,offeringpersonalizedrecommendationsfor physicalandmentalhealth.Bypromotingaholistic approachtowell-being,HRiscontributingtoincreased productivity,reducedabsenteeism,andimprovedemployee satisfaction.

AugmentedReality(AR)forOnboarding

Augmentedrealityistransformingtheonboardingprocess byprovidinganinteractiveandengagingexperiencefor newhires.ARapplicationsenableemployeestofamiliarize themselveswiththeirnewworkspace,accessrelevant information,andconnectwithcolleagues.Thisnotonly acceleratestheonboardingprocessbutalsocreatesa positivefirstimpressionfornewemployees.

GamificationforEmployeeEngagement

Gamificationisrevolutionizingemployeeengagement strategiesbyincorporatinggameelementsintovariousHR processes.Whetherintrainingprograms,performance assessments,orwellnessinitiatives,gamificationmakes tasksmoreenjoyableandencourageshealthycompetition. Thisinnovativeapproachenhancesengagement, motivation,andoverallemployeesatisfaction.

RoboticProcessAutomation(RPA)forAdministrative Efficiency

HRprofessionalsareincreasinglyturningtoroboticprocess automationtostreamlinerepetitiveandtime-consuming administrativetasks.RPAtoolscanhandletaskssuchas payrollprocessing,dataentry,andbenefitsadministration, allowingHRteamstofocusonmorestrategicinitiatives. Theresultisincreasedefficiency,reducederrors,anda moreagileHRdepartment.

PersonalizedLearningPlatforms

Traditionalone-size-fits-alltrainingprogramsaregiving waytopersonalizedlearningplatforms.Theseplatforms leverageAItounderstandindividuallearningstyles, preferences,andcareergoals.Bytailoringtrainingcontent toeachemployee,HRfosterscontinuouslearning,skill

development,andcareergrowth,contributingtoamore dynamicandadaptableworkforce.

Conclusion

Astheworkplaceevolves,HRprofessionalsareembracing cutting-edgeinnovationstodrivesuccessandrevolutionize theemployeeexperience.FromAI-poweredrecruitment processestoblockchain-securedtransactions,these innovationsarereshapingtraditionalHRpractices.By stayingattheforefrontoftechnology,HRdepartmentscan contributetoorganizationalsuccess,fosteremployee engagement,andcreateworkplacesthatthriveinthe modernbusinesslandscape.Theongoingintegrationof thesecutting-edgeHRinnovationsmarksaparadigmshift inhoworganizationsmanagetheirmostvaluable asset—theirpeople.

M O N A Mohammed

F E K R I

Navigating Challenges, Inspiring Growth!

Leadersstitchtheirlivesperfectlytogetherandwork

hardforeverythingtheywant.Thesebusiness leadersareinapositionthatthey’vedreamedabout farago.Managingpeopleisequallyhardwiththe managementteamtodesignaseriesofbespokeKPIs.Thus, itisimportanttohaveanexceptionalHRontheblendof thequantitativeandthequalitative.MonaMohammed FekriisoneHRleaderwhounderstandswhatcolleagues needtostaybeforetheyconsiderleavingtheorganization.

Mona’sstoryisoneofcontinuouslearningandgrowth.Her commitmenttofosteringapositiveworkculture, implementingtransformativeHRinitiatives,andstayingat theforefrontofindustrytrendssetsherapartasatrue trailblazer AswedelveintoMonaMohammedFekri’s insightsandexperiences,wegainvaluableinsightsintothe dynamicworldofhumanresourcesandthequalitiesthat defineitsexceptionalleaders.

CareerJourney

Mona’scareerjourneyhasalwaysbeendrivenbyapassion formeaningfulhumaninteractionandadeepcuriosity aboutthefactorsthatdriveindividualstosucceed.Asshe pursuedfurtherstudiesandexploreddiverseopportunities aroundtheworld,sheconsistentlysoughtoutexperiences thatallowedmetobothlearnfromothersandcontributeher owninsights.

Monafirmlybelievesinthesignificanceofpeople-centric roles,andthisbeliefledhertoembracetheroleofChief HumanCapitalOfficeratDucab.Inthisposition,shehas theprivilegetoforgemeaningfulandenduringrelationships withcolleagues,continuouslyacquirenewknowledge,and tacklecomplexchallengesthatholdprofoundimportanceto theindividualstocollaboratewith.

Charng the HR Journey Successfully

At

Ducab, we have taken proactive steps to evaluate the effectiveness of the HR efforts by establishing a set of customized Key Performance Indicators.

Toexcelinthisrole,onemustpossessanaturalempathy forpeopleandagenuinefascinationwithunderstanding theirmotivationswhileunlockingtheirfullpotential.It’sa captivatingchallengebecauseeachpersonhasaunique blendofexperiencesandaspirations.Moreover,inaworld thatisconstantlyevolving,effectiveworkforce managementrequiresadaptabilityandmodernization.

Monafirmlyholdsthebeliefthatthefieldofhuman resourcesisbestsuitedforindividualswhoareadaptable, drivenbyambition,andrecognizethatwithinany organization,noresourceismorevitalthanitspeople.

FosteringTalentandCompliance

AtDucab,theteamhasamultifacetedapproachto attractingandretainingtoptalentwhileensuring compliancewithlaborlawsandregulations.The organizationunderstandsthepivotalrolethatavibrant companycultureplaysinthisprocess.Tocreateamutually beneficialrelationshipbetweenthecompanyandits workforce,itemphasizesequalityandbalance.

Thecolleaguesareprovidedwithaclearunderstandingof bothwhattheorganizationexpectsfromthemandwhat theycanexpectfromus.Thisincludessupport,rewards, trainingopportunities,honesty,andtransparency.Striking thisequilibriumensuresthatthetalentretentionand attractionstrategiesorganicallysucceed,makingDucaban appealingworkplacewhereindividualsnotonlywantto joinbutalsothrive.

Theteamiscommittedtoongoinginnovationinthisarea. Anexampleofitisrecentinitiativesisthelaunchofthe YouthCouncil,aimedatfosteringavibrantandinclusive communitywhileactivelyinvolvingyoungemployeesin thedecision-makingprocesseswithinthecompany

Toensurecompliancewithlaborlawsandregulations,it maintainsclosecollaborationwithlegalexperts.Itvalues itsinformedcounsel,translatingitintopracticalchanges andenhancementsintheworkingpracticeswhennecessary Thisproactiveapproachisintegraltoupholdingthe integrityofourexceptionalhumanresourcesfunction.

NavigatingEmployeeRelationsChallenges

WhileMonaiscommittedtomaintainingconfidentiality whenitcomestospecificemployeerelationsissues,she providesinsightintothetypesofchallengesthattheHR teamfrequentlyaddresses.Thechallengestypically encompassawidespectrum,rangingfrompersonalto professionalmatters,oftenintertwiningbothaspects.

Asanorganization,theprimarygoalistoensurethatthe companyoffersrobustsupporttothecolleaguesatwork, irrespectiveofthenatureoftheissuetheymaybefacing. Onecriticalareaoffocusforherteamispromotinghealth andwell-being,recognizingtheuniversalsignificanceof thisaspectintherealmofHR.Additionally,colleagues oftenseekguidancefromtheHumanResourcesdepartment tostriketherightbalancebetweentheirprofessional responsibilitiesandpersonallives.Thishaspromptedthe companytoadvocatevigorouslyforflexibleandremote workingoptionsatDucab,aligningwiththeevolvingneeds oftheworkforce.

NavigatingHRExcellence

EffectivelymeasuringtheimpactofHRprogramsand initiativesrequiresabalancedapproach,combining quantitativeandqualitativemetrics.Whiledataisessential, interpretingitsmeaningholdsevengreatersignificance.

AtDucab,wehavetakenproactivestepstoevaluatethe effectivenessoftheHReffortsbyestablishingasetof customizedKeyPerformanceIndicators(KPIs).TheseKPIs covervariousaspects,includingteamperformanceand turnover,andareregularlyreviewedandbenchmarkedin collaborationwiththemanagementteam.

Inadditiontotraditionalmetrics,Ducabhighlyvalues employeefeedback,particularlythroughEngagement surveys.However,oneparticularlyintriguingmechanism we’veimplementedistheconceptof‘communication champions.’Thisapproachfocusesonunderstandingthe evolvingneedsofcolleagueswellinadvanceofany potentialissues,ensuringthatweproactivelyaddress concernsandpreventsituationswhereemployeesmay contemplateleaving.

Insummary,whilemetricsareessential,theyshouldnever overshadowthefundamentalprinciplethatemployeesare individualswithuniqueneeds.Peoplealwayscomefirst, andtheHRstrategiesreflectthiscorebelief.

Regardingorganizationalchange,itindeedplaysapivotal roleinshapingacompany’strajectory,andDucabisno exceptiontothisdynamic.Managingorganizationalchange effectivelyisatestamenttoacompany’sauthenticityand commitmenttoitsvalues.InMona’sexperience,four guidingprincipleshavebeencritical:

HelpingPeopleUnderstandtheNeedforChange:Rather thanimposingchange,HRmustworkcollaborativelywith managementtoelucidatethenecessityforchange.This involvesmakingacompellingcaseforchangeand cultivatingacollectivedesiretodriveit.

ClarifyingthePost-ChangeVision:Employeesneeda clearpictureofwhattheorganizationwilllooklikeafterthe changeandhowitwillimpactthemindividually Demonstratingthatthecompanywillemergestrongeris essentialtogarneringsupport.

ManagingChangeFairlyandTransparently:HRshould takeownershipofthechangeprocess,providingaffected employeeswithawell-definedpath.Managingexpectations anddemonstratingacommitmenttoaccommodating employeesinthenewstructure,whetherthroughupskilling, relocation,orretraining,iscrucial.

EmphasizingEmpathyandUnderstanding:Aboveall, changemanagementrequiresempathyandunderstanding.

Acknowledgingthechallengesemployeesmayfaceand offeringsupportandguidanceareessentialcomponentsof thisprocess.

BuildingaThrivingandInclusiveWorkCulture

FosteringapositiveandinclusiveworkcultureatDucabis attheheartoforganizationalvaluesandperformance.The companyhasimplementedseveralinitiativesandpractices toachievethis:

EngagementCalendar:Ducabmaintainsanannual engagementcalendardesignedtofacilitateinteractionand supportamongemployeesatalllevels.Thisstructured approachensuresthatemployeeshaveopportunitiesto engagewitheachother,fosteringteamworkand collaboration.

RespectforDiversity:Ducabplacesgreatemphasison respectingdifferentcultureswithintheorganization.To celebratethisdiversity,theteamestablishedvolunteering teamsthatorganizeculturaleventsandcelebrations.This notonlypromotesinclusionbutalsocreatesasenseof belongingamongemployees.

AdaptationduringthePandemic:TheCOVID-19 pandemicreshapedthewayleadersinteractwithemployees andhowcolleaguesconnectwithoneanother Thecompany swiftlyadaptedtothisnewreality,remainingflexibleand opentoinnovativeideasfromacrosstheorganization.This adaptabilityhasreinforcedthecommitmenttomaintaining anaccessibleandinvolvedleadershipteam.

JointResponsibilityforCulture:Theteamfirmlybelieves thatcompanyculturecannotbedelegatedor compartmentalized.Itisacollectiveeffortthatinvolves bothcolleaguesandmanagement.Everyonesharesthe responsibilityforcreatingandmaintainingapositiveand inclusiveculture.

Regardingemployeetraininganddevelopmentprograms, theteamrecognizesthattheyplayapivotalroleinshaping theorganizationalcultureandrepresentalong-term investmentintheemployees’careersandaspirations.The approachcombinesstandardizationandpersonalization:

StandardizedTraining:Thecompanyofferscoretraining programsthateveryonewithintheorganizationisexpected toundertake.Thesestandardizedprogramsprovideashared understandingofessentialskillsandknowledge,ensuring thattheemployeesareequippedwithacommonskillset.

PersonalizedApproach:Inadditiontostandardized training,itadoptsapersonalizedapproach.Thisinvolves tailoringspecificcoursesorprogramstoindividual employees,allowingthemtoenhancetheirskillsinareas alignedwiththeircareergoalsandinterests.Empowering employeestotakecontroloftheircareerdevelopmentisa keyaspectoftheapproach.

StayingCurrentwithTrendsandBestPractices

Whenitcomestoremainingatthetopofyourgame,Mona believesitisvitaltobeopentonewideas,insights,and waysofworking.Onlineresources,includingdiscussions, webinars,panels,androundtables,helpensurethat,asHR professionals,wearewell-connectedandsharingbest practices,andformaltrainingprogramsandcertifications addafurtherlayerofsupport.

InsightsandAdviceforAspiringHRLeaders

Monalovestheopportunitytomakepeople’sworkinglives better,eveninasmallway.Itisdeeplyrewarding.Shegets tocooperatewithavarietyofpeoplefromacrossthe business–andeveryinteractionisalearningopportunity. Intermsoftheadviceshecanoffer,therearethreeareas thatstandoutforher.

Firstly,HRisevolvingveryquickly Technologyis reshapingthefutureoftheindustry,andthegreatCHCOs oftomorrowwillneedtodigitizetheprocessesand understandhowitcansupportthemtobebetterand smarter.

Secondly,youwillneverbeabletotakethepersonoutof personnel,sotoflourishinahumanresourcesrole,you needtobeopen,fair,understanding,andwillingtolisten. Establishacoresetofvaluesforyourselfearlyinyour careerandapplythemtothescenariosyouface.

Finally,alwaysbewillingtolearn.Monafirmlybelieves thereisalwaysroomtolearnandtogrow.Valueany learningexperience.Itwillhelpensureyouarebetter placedtoprovidethesolutionsoftomorrow

Intherapidlyevolvinglandscapeofthemodern workplace,humanresources(HR)professionalsplaya pivotalroleinshapingorganizationalsuccess.The traditionalfunctionsofHRhaveexpandedfarbeyond administrativetasks,encompassingstrategicinitiativesthat driveemployeeengagement,fosterinnovation,and navigatethecomplexitiesofadiverseworkforce.Further, wedelveintothestrategiesthatformtheHRplaybookfor successinthecontemporarybusinessenvironment.

EmbracingTechnologicalAdvancements

Inthedigitalage,technologyisnotjustatoolbuta transformativeforcethatredefinesthewaybusinesses operate.HRdepartmentsareleveragingadvanced technologies,suchasartificialintelligence(AI)anddata analytics,tostreamlinerecruitmentprocesses,enhance employeeexperiences,andmakeinformeddecisions. AutomatedsystemsforroutinetasksfreeupHR professionalstofocusonstrategicinitiatives,fosteringa moreagileandefficientworkplace.

PrioritizingEmployeeWell-being

Employeewell-beingisnolongeranafterthoughtbuta criticalfactorinorganizationalsuccess.TheHRplaybook placesastrongemphasisoncreatingaworkenvironment thatsupportsthephysical,mental,andemotionalhealthof employees.Wellnessprograms,mentalhealthinitiatives, andflexibleworkarrangementscontributetoapositive workplaceculture,resultinginhigheremployee satisfaction,increasedproductivity,andreducedturnover.

Diversity,Equity,andInclusion(DEI)Initiatives

Recognizingthevalueofdiverseperspectives,HR professionalsarechampioningDEIinitiativestocreate inclusiveworkplaces.Beyondcompliance,organizations areproactivelyfosteringaculturethatembraces differences,ensuringthatallemployeesfeelvaluedand heard.DEIstrategiesnotonlycontributetoamore harmoniousworkplacebutalsoenhancecreativityand innovation,drivingoverallbusinesssuccess.

ContinuousLearningandDevelopment

Inthefast-pacedbusinesslandscape,theHRplaybook underscorestheimportanceoffosteringacultureof continuouslearning.Organizationsareinvestingin professionaldevelopmentprograms,mentorshipinitiatives, ande-learningplatformstoempoweremployeeswiththe

skillsneededtoadapttoevolvingjobroles.Aworkforce thatiscontinuouslylearningismoreagile,adaptable,and betterequippedtocontributetotheorganization'ssuccess.

AgilePerformanceManagement

Thetraditionalannualperformancereviewisgivingwayto agileperformancemanagementstrategies.HRprofessionals areimplementingregularcheck-ins,real-timefeedback mechanisms,andgoal-settingframeworksthatalignwith theorganization'sobjectives.Thisapproachnotonly enhancescommunicationbetweenemployeesandmanagers butalsoprovidesamoreaccuratereflectionofindividual andteamcontributions.

RemoteWorkPoliciesandFlexibility

TheCOVID-19pandemicacceleratedtheadoptionof remotework,promptingorganizationstoreevaluatetheir workplacepolicies.TheHRplaybooknowincludes strategiesforeffectiveremoteworkmanagement, emphasizingclearcommunication,virtualcollaboration tools,andflexibleworkarrangements.Organizationsthat embraceremoteworkpoliciescantapintoaglobaltalent pool,enhanceemployeesatisfaction,andachieveabetter work-lifebalance.

SuccessionPlanningandLeadershipDevelopment

Future-proofingtheorganizationinvolvesstrategic successionplanningandleadershipdevelopment.HR professionalsidentifyhigh-potentialemployees,nurture leadershipskills,andcreateapipelineforkeypositions. Successionplanningensuresasmoothtransitionduring leadershipchanges,mitigatingrisksandmaintaining organizationalstability

EmployeeEngagementandRecognition

Engagedemployeesaremorelikelytobecommitted, productive,andinnovative.TheHRplaybookincludes strategiesformeasuringandimprovingemployee engagement,suchasregularsurveys,opencommunication channels,andrecognitionprograms.Acknowledgingand rewardingemployeecontributionsfostersapositivework cultureandstrengthenstheemployer-employee relationship.

AdaptingtoChangeandUncertainty

Inaneramarkedbyrapidchangeanduncertainty,HR professionalsareadeptatnavigatingambiguity The playbookincludesstrategiesforeffectivechange management,communicationduringcrises,andcreatinga resilientworkforce.Organizationsthatcanadaptquicklyto changearebetterpositionedtoseizeopportunitiesand overcomechallenges.

BuildingEmployerBrandandReputation

Apositiveemployerbrandisapowerfulassetinattracting andretainingtoptalent.HRprofessionalsareactively involvedinshapingandpromotingtheemployerbrand, bothinternallyandexternally.Socialmedia,employer reviewplatforms,andcorporatesocialresponsibility initiativesallcontributetobuildingapositive organizationalreputation.

Conclusion

TheHRplaybookforsuccessinthemodernworkplaceis dynamicandmultifaceted,reflectingtheevolvingnatureof businessesandtheworkforce.Byembracingtechnological advancements,prioritizingemployeewell-being, championingdiversityandinclusion,andadoptingagile strategies,HRprofessionalsarepivotalindriving organizationalsuccess.Inthiseraofcontinuouschange,the HRplaybookremainsaguidefornavigatingchallenges, fosteringinnovation,andcreatingworkplacesthatinspire excellence.

Adynamicforceinthehospitalityindustry revolutionizeslong-termaccommodationsto combinethecomfortsofhomelivingwiththe conveniencesofatech-enabledhotelexperience.Ledbya visionaryCEO,OsamaShawky,withovertwodecadesof diversebusinessexpertise,ThirtySleepshasrapidly gainedprominenceinhotelsandserviceapartments, emphasizingcustomer-centricity,innovation,andstrategic partnerships.

Withacommitmenttopersonalizationthroughcutting-edge technologieslikeAI,ThirtySleepsissettinganewstandard forextendedstays.Asitembarksonanambitiousjourney ofglobalexpansionanddiversification,ThirtySleepsaims toreshapethewaytheworldexperienceslong-term lodging,usheringinaneweraofconvenience,value,and satisfactionforitsguests.

Thus, it was about time to interview Osama to know more about the company. Below are the highlights of the interview:

Canyouprovideabriefoverviewofyourjourneyinthe businessworldandyourroleastheCEOofThirty Sleeps?

Osama,withover22yearsofmultifacetedexperiencein businesssectors,includingDigital,Telecom,andUser ExperienceandTechnology,I’veledinitiativesacross39 countriesandmultipleverticals.

Mycareermilestonesincluderolesinmultinational corporationslikeOrangeBusinessandConcentrix,cofoundingfivestartupswiththreesuccessfulexits,suchas ExactDietsandSierraHealthCare,andcontributingtothe

foundingteamatthesemi-governmententityDU.Asthe CEOofThirtySleeps,mymissionistorevolutionizethe hospitalitysectorbyleveragingtechnologyforoperational excellenceandcustomersatisfaction.I’mcommittedto fosteringacultureofinnovation,empoweringteams,and establishingkeypartnershipswithindustrygiantsinthe UAE,suchasEmiratesandEtihad.Myfocusfor enhancementincludesdiversifyingintotech-driven verticalsandadoptingAIanddataanalyticsforoperational optimizationandpersonalizedcustomerexperiences.I couldn’tdoitwithoutmypartnerMark,whohasmorethan 25yearsofexperienceinHospitality,Aviation,Travel,and Tourism;MarkReedservesastheCOOofThirtySleeps. Forthepastyearandahalf,hehasbeeninstrumentalin onboardinghundredsofpartnersandmanagingthe company’sdailyoperations.Hisdeepindustryknowledge andoperationalexpertisearecriticalassetsthathave propelledthecompany’sgrowth.

WhatinspiredthecreationofThirtySleeps,andwhat setsitapartintheindustry?

ThegenesisofThirtySleepswasfueledbythe identificationofasignificantmarketgap:thedemandfor long-stayaccommodationsthatmarrythecomfortofhome livingwiththeconveniencesofatech-enabledhotel experience.InmyroleasCEO,mycorefocushasbeento developabusinessmodelthatbalancescustomer-centricity withstrategicpartnerships,operationalefficiency,and sustainability Whatdistinguishesusinthefiercely competitivehospitalityspaceisourembraceoftechnology, incorporatingAI-enabledpersonalizationandweb-based solutionstailoredtoindividualguestpreferences.

OsamaShawky CEO ThirtySleeps

Ourstrategyplacesapremiumonnurturinglong-term relationshipsovertransientinteractions,apracticethat amplifiescustomerlifetimevalue.I’mdelightedtoreveal strategicallianceswithUAE’sleadingindustry powerhouseslikeACCORandRotana,whichsignificantly bolsterourcredibilityandextendourmarketfootprint. Lookingahead,we’resettingoursightsonthepromising SaudiArabianmarketforexpansionandactivelyseeking collaborativeopportunitieswithtrailblazingtechstartupsin theMENAregion.

HowdoesThirtySleepsstayinnovativeandmaintainits positionasaleaderintheindustry?

MaintainingourleadershippositionatThirtySleepsinthe evolvinghospitalitylandscaperequiresameticulousblend ofinnovativestrategiesandattentiontomarketneeds. Here’showweleveragespecificfactorstoremainatthe forefront:

1. Hotels&ServicedApartments:Ourdiverseofferings includehotelsandservicedapartmentscateringto variouscustomerpreferencesandneeds.

2. LongStayFocus:Thecoreofourbusinessisaimedat long-stayguests,forwhomwecreateahome-awayfrom-homeexperiencethroughpersonalizedservices.

3. NegotiatedRates:Weoffercompetitivelynegotiated ratesforlongstays,ensuringvalueforourguestsand partners.

4. RangeofProducts:Ourcontentisbroadenoughto meetvariousbudgetsandlifestyles,frombasic amenitiestoluxuryofferings.

5. FreeService:Weofferallourservicesatnoadditional costtoenhancecustomersatisfactionanddifferentiate ourselvesfromcompetitors.

6. Time-Saving:Throughourseamlessonlinebooking systemandtech-enabledrooms,wesignificantly reducethetimeguestsspendonlogistical arrangements.

7. HumanTouch:Despiteourstrongtechnology backbone,weprioritizehumaninteractionthroughour guestrelationsteams,makingstaysmorepersonaland welcoming.

8. ResidentialFeel:Ourlong-stayfocusalsoemphasizes creatingaresidentialenvironment,whichaidsin buildingacommunityofsatisfied,repeatcustomers.

9. GeographicalExpansion:Enteringuntappedmarkets suchasSaudiArabiashouldbeournextstrategicmove tocementourleadership.

10. Partnerships:AclosercollaborationwithUAE’sreal estategiantslikeNakheelandAldarPropertiescould provideuswithacompetitiveadvantageinoffering uniqueexperiences.

Whatnewproductsorservicescancustomersexpect fromThirtySleepsinthenearfuture?

ThirtyHolidayGlobalDestinations:Thissummer,we’re expandingourreachtoincludenumerousglobal destinations,partneringwithhospitalityleaderssuchas MarriottandHiltontoofferourguestsaseamless experiencewherevertheygo.

SubscriptionPlan:Anall-encompassingsubscription packagewillallowgueststoaccessmultiplehotels throughouttheyearwithaone-timepayment, revolutionizinghowyouthinkaboutlong-termstays. BusinessPackages2.0:We’relaunchingupgradedbusiness packagesthatmergeworklocationswithhome-like comforts.Thisisinadditiontoourexistingpartnerships withkeyUAEcorporatesformorediversifiedwork environments.

TargetedPackages:We’reunveilingspecializedpackages cateringtovariousdemographics,includingpet-friendly options,female-onlyaccommodations,andstudent packages.

Value-AddedServices:Complementaryservicessuchas personalchefs,in-roomfitnessequipment,anddigitaldetox zoneswillbemadeavailabletoaddvaluetoourcustomer’s stay

Whatisthelong-termvisionforThirtySleeps,andhow doyouplantoachieveit?

Thelong-termvisionforThirtySleepsisnotjusttodisrupt thehospitalityindustrybuttorevolutionizetherealestate rentalsectoraswell.Weaimtoprovideaholistic,one-stopshopexperiencerepletewithtech-drivenservicesand amenities.Here’sthestrategicroadmap:

1. Hospitality-RentalFusion:Integratefeaturesofboth servicedapartmentsandtraditionalrentalstocreatea unique,all-encompassingoffering.

2. One-PaymentModel:Consolidateall services—fromlodgingtoutilities—undera single,affordablepaymentstructure.

3. SubscriptionModels:Implementflexible subscriptionplansthatallowcustomersto accessmultiplehotelsandservices,thereby enhancingcustomerloyaltyandlifetime value.

4. CustomSolutionsforMultinationals:Offer tailoredHRsystemswithcustomizablecost centersandonboardingprocessesspecifically designedformultinationalcorporations.

5. Value-AddedServices:Introduceadditional amenitieslikeutilitypaymentsandcleaning servicestofullyencapsulatethelong-stay experience.

6. BlockchainIntegration:Leverage blockchainforsecuretransactions,inlinewith theUAE’sblockchainstrategy

7. OpenAPIEcosystem:Partnerwithfintech firmsforseamlesspaymentandinvoicing solutions.

Towrapup,whatmessageoradvicewouldyou liketosharewithourreaders,especiallythose aspiringtosucceedinthebusinessworld?

BeResilient,Don’tGiveUp&CustomerComes

First:Challengesareinevitable;adapt,persevere, andalwaysprioritizethecustomer.Learnfrom world-classindustrystalwartslikeEmirates Airlines,who’vesuccessfullynavigatednumerous storms.

1. NeverStopLearning:Continuouseducation iscrucialtostayingahead.Thisalignswell withtheUAE’scommitmenttofosteringskill development.

2. ActEthically:Yourreputation,groundedin ethics,isyourmostinvaluableasset.

3. LearnfromFailures:Eachsetbackisnotjust achallengebutalsoalesson,openingupnew pathwaystoproblem-solving.

Effectivenetworkingandacommitmentto sustainabilityshouldbekeypillarsofyour businessstrategy,closelyalignedwiththeUAE’s focusonsustainabilityandrelationship-building.