< Previous40 CEO MIDDLE EAST NOVEMBER 2023 ver the past decade, we have witnessed a significant shift in shopping patterns and con- sumer behaviours, particularly among younger demographics. The combina- tion of drastic changes that took place recently – from technological advance- ments to evolving consumer perceptions towards brands – has presented unique obstacles for brand owners, retailers, and their marketing teams. Marketers are under immense pres- sure to concentrate on business results and tangible ROI. But brands competing for consumer attention today are grap- pling with intense rivalry, an overload of digital marketing, and increased gate- keeping. Astute consumers now have the power to select the brands they interact with and those they dismiss. The path to purchase decisions is no longer straightforward. In today’s multi-channel environment, consumers interact with brands via intricate ‘flight paths,’ fluidly transitioning between physical and digital realms to gather information, form opinions, and make purchasing decisions. This presents a critical question: how can brands effectively penetrate the noise and connect with their audience in a substantial way, guiding them from ‘awareness’ to ‘advocacy’? Leverage emotion A crucial factor that often gets neglected is how brands make their customers feel. Amidst our preoccupation with data and campaign metrics, we risk losing sight of the importance of emotion, connection, and experience in driving purchases and fostering enduring brand-consumer re- lationships. As humans, we don’t merely exist in the world; we experience it. Our experiences directly influence our thoughts and feelings. Most emotional reactions occur subconsciously, deeply rooted in our evolutionary instinct to survive and prosper. Psychologist Robert Plutchik pro- posed a ‘wheel of emotion’ to convey a complex spectrum of human feelings. The key to moving the customer’s emotional needle from ‘ok’ to ‘amazed’ THE PSYCHOLOGY OF PERSONALISATION Marketers need to contemplate how to take customers on a journey that enhances positive emotions RETAIL BY SHADI BAKHOUR, B2B BUSINESS UNIT DIRECTOR AT CANON MIDDLE EAST ONOVEMBER 2023 CEO MIDDLE EAST 41 RETAIL Businesses can craft stronger propositions and convert buyers into lifelong brand advocates Previously commonly accepted research suggests four core emotions – Happi- ness, Sadness, Fear/Disgust and Anger/ Surprise, while Plutchik’s view was that our emotional reactions are actually a lot more nuanced. For the most part, consumers’ emo- tional responses to brands are relatively neutral – the connection is frail, and the relationship is transactional. To alter this, marketers need to contemplate how to take customers on a journey that en- hances positive emotions, shifting from acceptance to trust and then admiration while mitigating negative responses like boredom, annoyance, and anger. Adopt a ‘human’ perspective But how can that be achieved? By utilis- ing customer insights to provide a more personalised experience at every touch- point. Brands have numerous opportu- nities to leverage these insights to de- liver more personalised communications and experiences that make customers feel recognised and understood. By dedicating more resources to understanding target audiences, focusing on their beliefs, behaviours, motivators, and drivers, businesses can craft stronger propositions and convert buyers into lifelong brand advocates. The key is to offer products, content, and experiences that consider consum- stance, delivered as part of a thoughtful campaign driven by genuine customer insight, can have an advantage. Create experiences When brands apply this focus on cus- tomer engagement to physical spaces – such as retail or hospitality environ- ments – they can use the same under- standing of the customer to create more tailored and even immersive experiences that eliminate friction and frustration, emphasising comfort, convenience, and connection. Customised printed décor, signage, thoughtful promotional print and POS materials, and even packaging, can combine to shift the customer’s emotional response from ‘ok’ to ‘amazed’. In the era of ecommerce, the ‘un- boxing moment’ at home has become another increasingly vital touchpoint in the customer’s interaction with the brand. Does the customer open a poorly wrapped item in a dull brown box, with nothing to make them feel appreciated or encourage further exploration or ad- ditional purchases? Or do they receive a more personalised, strongly branded package that treats them as a valued customer, makes them feel special, and uses the moment to surprise, delight, captivate and – most importantly – con- tinue the conversation to build a longer- term relationship? Reaping the benefits Today’s consumer has high expecta- tions of the products they buy and the brands they patronise. In an increasingly competitive landscape, marketers need to tap into their audiences’ emotions to stand out and be remembered for the right reasons. Those who succeed will enjoy the positive reviews and recom- mendations that can significantly fuel growth. Whether virtual or physical, print or digital, personalisation, cus- tomisation, and individualisation en- hance brands, appreciate customers and turn simple transactions into memorable experiences. ers as individuals and provide some- thing meaningful and valuable. Today, sophisticated audience insights can be utilised to generate highly personalised promotional marketing communications that are entirely relevant and timely. This is where printed direct mail, for in- $70.5BN The UAE’s expected retail sales by 2025, according to the Dubai Chamber Today’s consumer has high expectations of the products they buy and the brands they patronise, Bakhour says42 CEO MIDDLE EAST NOVEMBER 2023 s the CEO of Boutique Group, part of Saudi Arabia’s Public Investment Fund, Mark De- Cocinis has over four decades of experi- ence shaping the global luxury hospital- ity industry. Through Boutique Group, DeCocinis is leading the transformation of historic Saudi palaces into ultra-lux- ury boutique hotels, balancing heritage Unpacking how the hospitality industry has evolved, and the challenges and opportunities of developing heritage properties WHEN LEGACY MEETS LUXURY Boutique Group is presenting traditional Saudi values through its authentic approach to hospitality and commitment to preserve the kingdom’s heritage HOSPITALITY BY TALA MICHEL ISSA preservation with modern innovations. In this exclusive interview with CEO Middle East, DeCocinis shares his in- sights into how the hospitality industry has evolved, the challenges and oppor- tunities of developing heritage proper- ties, and his vision for crafting distinc- tively Saudi experiences that immerse guests in local culture. What are some of the key trends you have seen in the industry over the years? Over the years, certain circumstances and fluctuations have caused the hos- pitality industry to go through a variety of phases, and I witnessed many trends arise. I think one of the more prominent trends is the fact that we are seeing more families and couples, it’s no surprise that people have realised the impor- tance of family vacations and building unforgettable memories. Generally, there also seems to be a growing preference of experiencing boutique hotels and small local hotels over big chains, as boutique hotels are unique in offering a more personalised, intimate experience and a major incorporation of the local culture. What are the challenges and opportunities of turning historical and cultural palaces into ultra- luxury boutique hotels? ANOVEMBER 2023 CEO MIDDLE EAST 43 HOSPITALITY “I CAN CONFIDENTLY SAY THAT SAUDI ARABIA WILL SOON BE A LEADER IN THE GLOBAL HOSPITALITY INDUSTRY” One of the challenges is, of course, working with the right contractors that we trust to deliver top quality work and consistency, but also, maintaining the structural integrities of these historic properties as best as we can while pay- ing attention to every space and detail. These are royal palaces; therefore, every touch and feel should be able to reflect that sense of royalty and luxury. The opportunity we have through turning historical and cultural palaces into ultra-luxury boutique hotels is that we are able to tell a story for each palace. In addition, we are reinstating the significance of these properties and allowing guests to experience the sense of royalty that the palaces hold. How do you balance the need to preserve the heritage of these palaces with the need to make them modern and luxurious? It’s a delicate process to strike a perfect balance of neo-heritage. Between preserving the heritage of the proper- ties and adding a modern, luxurious twist, finding that balance has been one of our top priorities. In fact, we have a department specifically dedicated to reinterpreting heritage in a modern luxurious setting. It’s important to note that heritage is weaved intricately into the guest experience. Whether that her- itage is tangible in the form of preserved antiques and hardware, or intangible in the form of anecdotes and recipes, these are the items that we hold onto that will keep us connected to the past and reconnect us to our roots. Although we are adding a modern element to these heritage sites through technology and innovative architectural techniques, we pay special attention to ensure we don’t undermine the authen- ticity and eradicate the intricate details in the process. What kind of experiences are you hoping to create for guests at Boutique Group hotels? Our mission is to deliver the ultimate At Boutique Group, heritage is weaved intricately into the guest experience, says DeCocinis Boutique Group’s mission is to deliver the ultimate luxury experience that reflects the culture of Saudi Arabia luxury experience that reflects the val- ues of Saudi Arabia and its rich culture and heritage. Saudi Arabian culture is one that will always welcome you into its home with open arms, offering noth- ing less than extreme generosity. It is a culture that takes pride in its flavours, its scents, its history, its traditions, and most importantly, its people. By embed- ding these values in our hospitality and philosophy, we will offer guests an expe- rience that immerses all the senses. How do you see the hospitality industry in Saudi Arabia evolving over the next few years? The tourism boom has created a massive demand for accommodation and hotels are rushing to supply that demand. The hospitality industry in Saudi Arabia is growing at immense speeds, which is bringing us closer to fulfilling the tour- ism pillar of Vision 2030. The Saudi workforce is made up of so many influential Saudi leaders that are shaping the local hospitality scene and industry structure. Aside from their im- pressive work ethic, Saudis are welcom- ing by nature, and since seeing as these two characteristics go hand in hand, I can confidently say that Saudi Arabia will soon be a leader and a benchmark for the global hospitality industry. 44 CEO MIDDLE EAST NOVEMBER 2023 “WE ASPIRE FOR EVERY TRAVELLER LEAVING AURA SKYPOOL TO CARRY WITH THEM THE MEMORY OF AN UNPARALLELED EXPERIENCE” Situated over 210 metres above sea level, relaxation takes on new heights at Dubai’s latest stunning location SKY-HIGH SERENITY HOSPITALITY BY MATTHEW AMLÔTNOVEMBER 2023 CEO MIDDLE EAST 45 HOSPITALITY Guests at the AURA Skypool are treated with extraordinary experiences from tranquil sunrise to vibrant sunsets gree infinity pool, with uninterrupted vistas that capture the Dubai skyline, the tranquil Palm Jumeirah, and the shimmering Arabian Gulf horizon. “The “wow” factor of AURA SKYPOOL as a must–visit destina- tion is simply breathtaking… It’s a sensory overload, captivating all your senses as you step into a world of luxury and wonder,” Dean Jarvis, General Manager at AURA Skypool, tells CEO Middle East. The destination has been set up as “more than just a pool,” Jarvis argues, noting that it serves as “an immersive sensory journey that leaves a lasting impression on travellers.” “AURA’s infinity pool is a seamless oasis, surrounded by lush greenery and natural design ele- ments, providing an uninterrupted, immersive experience. The deck, with its custom–made daybeds and sofas, veritable oasis in the clouds, AURA Skypool greets guests with a marvel of modern luxury and relaxation in the very heart of Dubai’s iconic skyline. Perched an astonishing 210 metres above sea level, AURA offers guests the opportunity to immerse them- selves in the world’s highest 360-de- A The deck provides an elegant and vibrant atmosphere46 CEO MIDDLE EAST NOVEMBER 2023 HOSPITALITY offers an elegant and socially vibrant atmosphere where you can unwind while taking in unobstructed pano- ramic views of Dubai’s iconic land- marks, including the Palm Jumeirah, the Burj Al Arab, the Marina, and more,” he adds. In addition, AURA has also sought to blend outdoor space with its own indoor lounge. The use of warm natural materials, modern geometric accents, and lush greenery help set the stage for a relaxing — but ultimately luxurious and stunning — break from the hustle of the city below. Despite the fact that AURA is a relatively new location in Dubai, hav- ing opened in only November 2021, the destination’s unique location has already resulted in some remarkable stories. “AURA has been the backdrop for numerous romantic moments, but one that stands out is a surprise mar- riage proposal,” Jarvis reminisces. “A gentleman from Saudi Arabia planned a visit to AURA with his partner. Little did she know that he had orchestrated a breathtaking proposal under the stars, with the glittering Dubai skyline as a witness. The moment was magical, and the couple shared their joy with fellow guests, making it a night to remember for everyone present.” AURA has also found itself as something of a destination for morn- ing yoga, with its popular Sunrise Flow class leaving many patrons with positive remarks. A crowded marketplace In a city already known for its re- markable landmarks, destinations, and experiences, conceptualising a successful idea is no easy feat. When quizzed on the difficulty of standing out from this crowded mar- ketplace, Jarvis remarked that AURA used a variety of key strategies. Firstly, the location’s stunning view of Dubai’s memorable skyline gives AURA an unparalleled and provides an awe-inspiring backdrop for every visitor’s experience. In addition, the venue has looked to seamlessly “blend the elements of air, water, and wind, creating an environ- ment that feels like a natural exten- sion of the sky,” Jarvis says. No destination today would be complete without a commitment to culinary excellence, and here AURA also shines, with a menu inspired by iconic Asia cities curated by Execu- tive Chef Craig Best. As previously mentioned, the location also serves as a wellness and relaxation retreat, while offering flex- ible experiences, and a commitment to sustainability. “AURA is committed to envi- ronmental responsibility, evident through the implementation of cutting-edge ORCA technology for sustainable waste management and on-site herb gardening to reduce carbon footprint. This commitment adds depth to the AURA experience, aligning luxury with eco-conscious- ness,” Jarvis explains. Finally, and ultimately the most memorable, is the location’s unique sunset and evening experience. Truly, this is one location that has be expe- AURA offers breathtaking views of the iconic Dubai skyline, Palm Jumeirah, and the glistening Arabian Gulf “AURA IS COMMITTED TO ENVIRONMENTAL RESPONSIBILITY”NOVEMBER 2023 CEO MIDDLE EAST 47 HOSPITALITY rienced to be believed. Guests will be treated to a magical atmosphere as they watch the sun slowly dip below the horizon, an experience which Jarvis himself describes as “nothing short of enchanting.” While a memorable experience is of paramount importance, AURA also leaves space for indulgence, offering a tantalising array of treats and drinks to accompany any visitor’s poolside relaxation. Whether it be signa- ture cocktails as visually stunning as the breathtaking skyline views, the menu’s Pan–Asian delights, or a relaxing massage combined with the venue’s ample amenities and services, there’s something to be had for any traveller. “We aspire for every traveller leaving AURA SKYPOOL to carry with them the memory of an unparal- leled experience – one where they soared high above the city, enveloped in luxury, and soaked in breathtaking views,” Jarvis concludes. Guests could indulge in a seamless blend of tranquil mornings, vibrant afternoons, and captivating nights at AURA’s indoor lounge Dean Jarvis, General Manager at AURA Skypool48 CEO MIDDLE EAST NOVEMBER 2023 lancpain presents the third act marking the 70th anniversary year of its iconic Fifty Fathoms diver’s watch. This timepiece is inspired by the MIL-SPEC model adopted by the main armed forces of the time (France, Germany, the United States and Norway, to name but a few). The Manufacture is now offering a 555-piece limited-edition reinterpretation of the timepiece with its signature moisture indicator, an additional safety feature whose purpose was to provide divers with the confi rmation that the watch had not been damaged by another diver on a previous mission. Appearing on the dial of the MIL-SPEC watches in 1957, this moisture indicator was part of the The Fifty Fathoms’ 1154.P2 movement is housed in a 9K Bronze Gold case that is water-resistant to 30 bar B specifi cations of the US Navy, which regarded this model as the only one to meet all the strict criteria laid down for its underwater missions. It is immediately apparent that this third anniversary timepiece is indeed inspired by its antimagnetic predecessor used by the US Navy, as confi rmed by the matt black dial with vintage Super-LumiNova-enhanced moisture indicator and hour markers; the unidirectional rotating bezel with black ceramic insert featuring a vintage Super-LumiNova diving scale; as well as the two-tone Nato strap featuring the colour code of the original timepiece. They are, however, distinguished from each other by the material used Information courtesy of The Federation of the Swiss Watch Industry and Audemars Piguet Blancpain celebrates the Fifty Fathoms once again BY CEO MIDDLE EAST STAFF The Fifty Fathoms collection embodies Blancpain’s passion for the underwater world that was originally expressed in 1953 with the presentation of the fi rst modern diver’s watch TIMEPIECESNOVEMBER 2023 CEO MIDDLE EAST 49 TIMEPIECES for the case. While the MIL-SPEC from which the anniversary model is inspired is made of nickel silver, the Fifty Fathoms 70th Anniversary Act 3 is clothed in 9K Bronze Gold, a patented alloy enriched with 37.5 percent gold (hallmarked 9K), silver, palladium and gallium. Designed to offer a pink hue and pleasing aesthetics, this type of bronze stands out by the fact that it can be worn in direct contact with the skin. The 1154.P2 movement is housed in a 9K Bronze Gold case that is water- resistant to 30 bar and measures 41.30mm like the historic MIL-SPEC. Its twin barrel endows the timepiece with a substantial 100-hour power reserve, while a silicon balance-spring ensures the movement’s resistance to magnetism. For the fi rst time, Blancpain is offering a 1,000-gauss version of its movement, thanks to the use of this material coupled with exclusive alloys for the escapement. Issued in a 555-piece limited edition, the Fifty Fathoms 70th Anniversary Act 3 is presented in a box inspired by a historic camera housing, echoing Blancpain’s ocean protection initiatives. watch is the culmination of ZENITH’s unrivalled legacy in crafting the world’s fi rst automatic high-frequency chronograph movement. Feel the power of precision timekeeping with the Manufacture’s El Primero calibre with its 1/10th of a second chronograph, renowned for outstanding accuracy and performance. In an exceptional fusion of intriguing complications and contemporary design, CHRONOMASTER SPORT inspires you to push your boundaries and make your vision a reality. The result of over 50 years in mastering the automatic high-frequency chronograph movement, the latest version of the El Primero calibre, dubbed the El Primero 3600, operates at the high frequency of 5Hz, with the ability to offer a true 1/10th of second indication. Its autonomy has also been effi ciently extended to a power reserve of 60 hours. The CHRONOMASTER Sport is crafted in a 41mm case and powered by the El Primero 3600 automatic high-frequency movement The Fifty Fathoms 70th Anniversary Act 3 is clothed in 9K Bronze Gold THE CHRONOMASTER from Zenith collection showcases the Manufacture’s mastery of the automatic high-frequency chronograph movement and the unique design language it established in over 50 years. From faithful reproductions of its most emblematic references from the 1960s and 1970s to reaching new levels of precision with the 1/10th of a second function in the evolved version of the famed calibre, the CHRONOMASTER collection bridges the past and present of the most prized automatic chronograph ever made. The CHRONOMASTER Sport is crafted in a 41mm case and powered by the El Primero 3600 automatic high- frequency chronograph movement with 1/10th of a second chronograph function and a power reserve of 60 hours. Blue like the immense night sky with the promise and aspirations it holds, the ZENITH CHRONOMASTER SPORT 41-mm watch returns with a rugged steel case, strap and bezel and a scintillating, tricolour dial. Taking a leaf from the iconic “DeLuca” and “Rainbow” references from the 1980s and 1990s, this award-winning $32,000 The price of the Blancpain Fifty Fathoms 70th Anniversary Act 3 $23,000 The price of the Zenith Chronomaster 41mm in Rose Gold THE NEW ERA OF THE LEGENDARY EL PRIMERO and Audemars Piguet Next >