< Previoushoteliermiddleeast.com May 2023 20 Gaurav Bhushan different is what we’re all about. When it opened, people had no idea what SLS was, they weren’t sure about the location, and it confused a lot of people but we showed we knew what we were doing,” Bhuhan re ects. Another reason lifestyle has taken off like it has, is down to Accor’s long- standing relationships which have stood for years. Bhushan explains: “Accor has been in the Middle East a long time. Ennismore has to use that expertise when it comes to adding new products. It has really bene tted Ennismore when it comes to launching brands. “We’ve spent years and years building relationships. We are now leveraging all the bene ts Accor has created through those connections.” CHANGING PERCEPTIONS With strong relationships, proof of concept in Dubai through its hit launches, and an incredible amount of cash to bring things to life, Saudi Arabia is the next big focus. Unlike Dubai, Ennismore doesn’t just plan to open hotels, it wants to operate entire destinations, changing mind-sets in the process. Upcoming hotels include the SLS on the Red Sea, a Morgans Originals and a 25hours in NEOM’s Trojena ski retreat and a Mondrian in capital city Riyadh. In locations which are yet to have a big, buzzy population, Bhushan has to take a slightly different approach. He says: “We’re creating an eco-system of experiences built around hotels, restaurants, co- working, residences. It’s not just about lling hotel rooms anymore; more than half of Ennismore’s revenue comes from the local market. We don’t just built hotels for travellers, we build destinations for the local residents. “[In Saudi Arabia] we are crafting communities and building entire destinations. We know how to do both. 25hours NEOM may not have the local community there from day one like a city product, but it will have that unique 25hours feel. You need to build your eco- system around your hotel room product. “What we’re doing in Saudi Arabia is building destinations. It’s slightly different there – we are creating a new destination and a whole new market actually. I think it will work really well. The Red Sea coast is SLS Dubai making the most of Accor’s scale, network and distribution. He explains: “The goal for us is to balance entrepreneurship and creativity with the demands of being within a multi- national business which has to scale and has to be pro table. We ght every day to keep that balance.” MIDDLE EAST METHOD With careful expansion a key part of the group’s future, the Middle East has become one of the group’s key markets. A $400 million pact with Saudi Arabia’s Tourism Development Fund (TDF) has nanced Ennismore properties across the Kingdom; Qatar First Bank said in 2022 it would buy a chunk of Ennismore for $204 million. In Dubai, the 25hours hotel is owned by Dubai World Trade Centre, an organisation close to the emirate’s government. It is not only the funding and appetite from the Middle East which makes it a key market. Bhushan says expanding across this region was a pivotal moment for the lifestyle segment globally, when it became clear Ennismore was onto something great. He says: “Nothing succeeds like success. Performance speaks for itself. The turning point [in the Middle East] has no doubt been the opening of the SLS and 25hours in Dubai. People were questioning it. People weren’t sure if lifestyle works outside of Europe and America. We’ve shown it can, and proven people like it. “Dubai was ready for SLS. There was a market looking for lifestyle experiences and we came in with the right products.” Since SLS opened in 2021, the Middle East pipeline has boomed. Bhushan states the success wasn’t created overnight. “We have a passion for delivering a different experience. When SLS [Dubai] opened, there were plenty of other nightlife experiences around. To me, being “People weren’t sure if lifestyle works outside of Europe”21 May 2023 hoteliermiddleeast.com Gaurav Bhushan absolutely gorgeous, so being able to add an experience there is amazing. “Our partners have a very clear vision when it comes to creating lifestyle destinations. If they didn’t, they wouldn’t have chosen Ennismore. Saudi Arabia has made a speci c choice to bring brands such as 25hours and Mondrian into the Kingdom now.” Changing perspectives is one the key things to consider for the group, something local partners are aware of. The co-CEO explains: “A big part of that is working with our partners. “We need to all align on what the experience provided needs to be. That’s what Saudi wants for its people. In the end, we can’t deliver anything without the right partners. We’re asset-light service providers, so our owners need to be enablers for us. “Entertainment and being festive is a big aspect of what we do. How you execute that in Riyadh, will be different from Miami, but there will be a celebratory spirit. The basis is fun and festivity. You don’t always have to be serious, it can be about fun, I have no doubt we can do that in the Kingdom of Saudi Arabia.” Similar to how the SLS and 25hours were game-changers for Ennismore in Dubai, the upcoming Saudi hotels are hoped to do the same. “The hotels we open next year, the Faena [part of Accor, not Ennismore] and SLS on the Red Sea, I hope will be the turning point for us. “Once customers get there and understand what we’re offering, we’re going to be on another level. I’m not concerned about that, I’m con dent we know how to respect local cultures while adding a festive spirit. “I don’t know if it will if we are there to create a bang from day one or not, we’re there to create a sustainable business and successful business over time. “Whether it explodes on day one or not, I’m con dent we will achieve in Saudi what we need to. “ Looking to the future, Bhushan is all about Saudi Arabia. UNSTOPPABLE RISE The “turning point” SLS Dubai may have only opened two years ago, and Ennismore’s Middle East triumph might appear instantaneous, but Bhushan is a leader who has always worked towards steady trajectories. “Saudi Arabia will do the same, rst with its all-out giga-project hotels before going across the Kingdom and enriching the lives of local residents as it has managed time and again with city properties. Bushran re ects: “We always knew that lifestyle was the future. Ennismore as you know it now hasn’t come out of nowhere, we’ve been on this journey for many years. The market has been building, our knowledge has been building. We’ve got great products coming in to Saudi, in some of the most amazing locations, there’s no reason why it shouldn’t work.” One thing Bhushan knows for sure is that: “Ennismore is only just getting warmed up.” 25hours Dubaihoteliermiddleeast.com May 2023 22 To honour the outstanding marketing efforts in the region’s hospitality sector, Hotelier Middle East is proud to present the third annual Marketing Power List. This list showcases 60 of the brightest marketing minds in the Middle East, nominated by their peers and arranged alphabetically by their rst name. Join us as we recognise the exceptional work of these marketing teams, who work tirelessly around the clock to stay ahead of the competition and put their properties at the forefront of the market. 2023 MARKETING AAFRIN SHAIKH Marketing and communications manager, The H Dubai With almost a decade of experience, Aafrin Shaikh has developed a rm understanding of ongoing market scenarios and customer trends, creating value for upscale brands across the UAE. Presently, Shaikh is the marketing and PR manager for The H Dubai hotel, where she has increased website users by 42 percent, conversion rate to four percent and signi cantly raised revenues ABHISHEK GROVER Marketing manager, Crowne Plaza Dubai Marina Abhishek Grover has over six years of experience in the hospitality industry, joined Crowne Plaza Dubai Marina in February 2021. He has demonstrated his marketing expertise by delivering pro table marketing solutions for the hotel. Grover’s high-impact integrated marketing plans have skyrocketed sales and digital presence for the hotel and its dining outlets. He’s a pro at competitive market analysis and qualitative and at H Bar. In the past 12 months she has increased the social media engagement rate through successful campaigns such as the “Discover with H,” “DIY with H,” and #ItHappenatH video series, and in uencer marketing strategies including activations such as “Chocolate Cake Bake-Off Competition”, “All-in Experience Events”, and “Culinary Trail with H” where group of in uencers experience a sampling session at all of H Dubai’s dining venues, which have helped signi cantly increase the awareness of the brand. quantitative research, always staying ahead of the game. His accomplishments speak for themselves, as he has earned the hotel and its dining venues top-tier media coverage in the country, delivering an impressive PR value of US$7.2m and ad value of $2.4m for 2022. He helped the hotel achieve over AED363,000 towards rooms revenue via his knowledge of digital marketing. F&B marketing remains Grover’s forte, where he conceptualises new ways to promote dining outlets with a creative angle, such as Marina’s Sunday Brunch, sell-out wine pairing events and festive activations.Marketing Power List 23 May 2023 hoteliermiddleeast.com ALI OZBAY Regional director of marketing & communications, Rixos Hotels Ali Ozbay currently serves as the regional director of marketing and communications at Rixos Hotels, a fast- growing brand and key player in the Middle East hotel industry. Very soon, his job will only get more in uential with the creation of Accor’s All-Inclusive collection, which he is helping launch. Ozbay’s extensive background in tourism and hospitality allows him to bring a wealth of experience to his role at Rixos Hotels. He develops and implements global marketing and communication strategies across B2B and B2C markets, with a clear focus on brand development, revenue generation, and increasing pro tability. In order to stay ahead of the curve, Ozbay believes in constantly innovating and evolving marketing strategies to meet guests’ ever-changing needs. He is dedicated to staying at the forefront of emerging trends and technologies and leveraging them to create personalised, engaging experiences for Rixos guests. By fostering a culture of creativity, collaboration, and customer-centricity, he raises the bar in hospitality marketing and delivers value to guests. Digital transformation and strategic brand partnerships are key drivers of success for Ali. He is committed to harnessing their power to transform how Rixos engages with guests and creates value for the brand. His team can create seamless, personalised experiences that delight guests at every touchpoint by leveraging data-driven insights, cutting- edge technologies, and innovative brand partnerships. Ozbay’s belief in the power of quality content shines through all Rixos’ marketing communications. He recently formed a team of professionals to launch the anticipated platform, “ALL-Inclusive Collection” which allows guests to search and book 53 all-inclusive resorts across Central Asia, the Middle East and Africa. The platform will offer a seamless, stress- free booking experience at globally renowned brands, including Rixos, Fairmont, So tel, Pullman, Swissôtel, and Mövenpick, in some of the most beautiful destinations. Cenk Unverdi, managing director of Rixos Hotels UAE, said: “Ozbay has been instrumental in our transition. His innovative ideas and strategic thinking have transformed our brand and propelled us to new heights in the hospitality industry. Now having the leadership of Brand and Digital on a global level for Rixos and All Inclusive Collection adds further accolades to his achievements. I am con dent that with his continued guidance and expertise, we will achieve even greater success in the future.”Marketing Power List hoteliermiddleeast.com May 2023 24 AMINA ABDULLATIF JAIDAH Cluster assistant marketing manager, Raf es and Fairmont Doha One of the marketing super-stars behind one of the region’s biggest hotel openings, Amina Abdullatif Jaidah has been part of history in the making while with Accor. Her extensive relationships with key local media and in uencers have been critical in ensuring that both hotels became the destination of choice for travellers. She has highlighted the ALINA ABRAMOVICH Multi-property director of marketing, The St. Regis Saadiyat Island Resort, Abu Dhabi & Al Wathba, a Luxury Collection Desert Resort & Spa, Abu Dhabi Bringing a decade of experience to the hotel, some of Alina Arbramovich’s notable roles include working as the area director of marketing and PR with Interstate Hotels; marketing and communications director for Swissotel in Moscow and a stint as the director ALINE IBRAHIM Director of marketing & PR communications, So tel Dubai Downtown Aline Ibrahim had an exceptional year in 2022, leading successful marketing campaigns and initiatives that resulted in positive traces and increased visibility for So tel Dubai Downtown. Her ROI-driven approach and leadership skills enabled her to lead activations across various marketing channels, including social media, SMS, email campaigns, editorials, online campaigns, and in uencer partnerships. One of her biggest moves of the year was the implementation of a digital transformation plan for the property that included a chat bot, virtual tour of all the hotel’s rooms and outlets, and an e-concierge rollout. This plan enhanced the digital guest experience and boosted the hotel’s numbers in all customer experience platforms. hotels’ position as a beacon of hospitality in the region and the newest icon in Qatar. Her efforts have also contributed to the hotel’s visibility, leading to increased occupancy rates and revenue. Managing director Christian Hirt added: “By leveraging her rich cultural heritage, Jaidah has been able to create truly authentic and engaging marketing campaigns that resonate with the target audience and drive meaningful growth for the hotels. She has set the standard and her commitment is truly inspiring.” of marketing in with Marriott in Russia. Previously with Kempinski, Abramovich is now with Marriott once more across The St. Regis Saadiyat Island Resort, Abu Dhabi & Al Wathba, a Luxury Collection Desert Resort & Spa, Abu Dhabi. Already, in a few short months, she has helped elevate both hotels’ global PR coverage, supported a number of local CSR activities and ensured her leadership team members are able to share their stories by securing interviews with media across the region.Marketing Power List 25 May 2023 hoteliermiddleeast.com ANNA LUISA ASISTIO Assistant director of marketing & communications, Jannah Hotels and Resorts Under Anna Luisa Asistio’s watch, Jannah Hotels has successfully launched several campaigns that have increased awareness and revenue for the properties, such as the Ghantoot Racing and Polo Club Partnership and multi- property festive offerings for F&B. She has also helped to drive signi cant RGI ANNA NIKITINA LEAD marketing & communications, Radisson RED Dubai Silicon Oasis A well-known name in Dubai and in the Radisson ranks, Anna Nikitina is a key component to the RED brand’s success. Nikitina has been instrumental in increasing the online visibility of the hotel and F&B outlets. She has managed to increase the Facebook followers and likes by 92 percent compared to the previous year through organic growth, and Instagram followers have increased by 62 percent. Additionally, in 2022, she collaborated with 27 in uencers to cover art, music, dance and fashion, resulting in a total reach of 2.6 million. “Nikitina has brought a new creative approach to RED since moving to Dubai from Sochi. Her strong base of online skills aligned with her work ethic has ensured RED has continued to set the pace with new ideas,” said GM Stuart Birkwood. AVINASH REDDY PR & marketing manager, Citymax Hotels Avinash Reddy has come a long way since joining Citymax Hotels in 2015 as marketing manager, Citymax Bur Dubai. Since then, and in his current role, he has successfully launched three new hotels: Citymax Al Barsha, Citymax Ras Al Khaimah, and Citymax Business Bay, the brand’s rst four-star hotel. Reddy has managed the successful relaunch of several venues, resulting in an increase in average transaction value (ATV) and brand reputation. He helped conceptualise the new Citymax brand identity, which led to an 80 percent conversion on guest referrals and has boosted F&B sales substantially through his campaigns. Also in F&B, he has also been integral to the team that launched Seasons Catering - Citymax’s outdoor catering unit, which has generated more than AED2 million in additional revenue. growth for 2022 per property. Revenues at Edge Creekside in particular have soared, while every other hotel in the portfolio have also seen double-digit YOY growth, in part thanks to pushes from Asistio. “We are proud to have Anna with us. Through her dedication and hard work – she has continuously impressed the whole Jannah Hotels & Resorts team especially in leading the whole marketing department with her all-around experience as a senior marketer,” added a colleague of hers. BUSHRA M MEHMOOD Marketing communication manager, Aloft Abu Dhabi A long-time Marriott member, Bushra M Mehmood is now in a senior role with Aloft. During her previous stint with Marriott in Kuwait, she worked on the integration of Starwood with Marriott hotels within her spectrum at Kuwait Marriott Hotels in addition to having launched Marriott Bonvoy across a trio of properties. Among her accomplishments, she organised charity events in partnership with the Kuwait Red Crescent Society and organised partnerships with banks in addition to KML Air, Emirates, Qatar National Bank and Panasonic. “With wide experience in the Middle East managing Marriott International Hotels in Kuwait & Oman, Bushra, has activated some great campaigns across all outlets of Aloft Abu Dhabi. We have exciting new initiatives and events planned for the year ahead, and her contribution is a promising one,” said Patrick Baptist, general manager.hoteliermiddleeast.com May 2023 26 Marketing Power List CAROLINA CAMPITA Associate director of public relations and marketing, The Ritz-Carlton, Bahrain “Last year was a year of recovery for the property, and Carol played a big part of this recovery. Her leadership of the PR and marketing team is commendable, considering the reduction in the team size and the consolidation of roles,” her EAM in-charge of sales, marketing and PR Jeremy Canivet said. He added: “She delivered an exceptional performance despite many con icting priorities, and has ensured that the property has been visible both regionally and internationally. Carolina and her team have exceeded every metric and her excellent relationship with the regional team ensures we do not miss any brand initiative of bene t to the resort. “She is highly regarded within the region and I have no doubt she will continue to deliver exceptional performances in 2023 and beyond.” Over the year, Carolina Campita has organised several events such as pop-up restaurant openings, photoshoots, charity events, press trips, secured sizable sums in sponsorship. She also spearheaded off-property events and secured 251 media clips with a circulation of over US$12.97 million, US$1.9M in ad value and US$5.8M in PR value. Her efforts on the digital front led to a 36 percent direct room night share growth compared to 2021 and she contributed to the hotel’s overall success, achieving 19 percent above sales goals and three percent above F&B revenue goals. Campita organised pop-up restaurant openings (Vivir, Riviera, Winter Chalet) the relaunch of La Table Krug by Y - which is Krug’s 151st Ambassade, the rst ever in the Middle East and the fourth La Table Krug restaurant concept after Vienna, Mexico City and Berlin; hotel photoshoots (lifestyle, food and architectural) press trips for Dubai and Abu Dhabi media, Israeli media and in uencers, and Al Arabiya TV). She has also launched a spa product, Valmont, secured over US$145K in sponsorship, and spearheaded an off- property event in Abu Dhabi for the nale of the emirate’s Culinary Season with La Table Krug by Y. Marketing Power List 27 May 2023 hoteliermiddleeast.com CRISTALYN PASTRANA Complex director of marketing, The Westin and Le Méridien City Centre Bahrain Over the past year, Cristalyn Pastrana has been instrumental in bringing the Le Meridien brand to life at the hotel, and was selected as one of the speakers for the Le Meridien brand webinar for Europe, Africa, and the Middle East. The activation executed by her and the team at Le Meridien City Centre Bahrain was showcased during the event. In terms of innovation, her team was also able to track all online reservations through Instagram and Facebook, generating leads for events, F&B, and rooms. As an Executive Committee Member of the hotel, shh played a crucial role in achieving the complex’s goals, with both hotels combined achieving a remarkable percentage gure over budget on room revenue levels. DELI MWENZE Marketing & communications manager, Jumeirah at Saadiyat Island Resort Deli Mwenze has extensive expertise in the hospitality industry, including business development, partnership building, marcomms, and brand management. As the marketing & communications manager, he is responsible for all marketing and communications activities, including public relations, in uencer campaigns, media planning, social and digital media campaigns, and content development. He also oversees the COLETTE SULLIVAN PR & marketing manager, Radisson Blu Hotel, Dubai Deira Creek Currently based at the iconic Radisson Blu Hotel, Dubai Deira Creek, Colette Sullivan is responsible for managing the hotel’s rooms, F&B, weddings, M&E, health club, and spa marketing. She has played a crucial role in repositioning the hotel’s 15 F&B outlets in a highly competitive market, resulting in the highest PR share of voice across the comp set since joining the property and contributing to the hotel’s most successful revenue results in over a decade. She also created a new social media strategy and content plan across all outlets, resulting in a seven percent YoY increase in reach, increased engagement across all channels, and a 47 percent click-through-rate conversion to the brand website. Senior area director of marketing & communications Stephanie Aboujaoude said: “Sullivan is an asset to our regional hotel team and initiatives drives and manages campaigns to support local activations for Radisson Hotel within the UAE.” branding of the resort, contributes to designing the brand’s strategy and identity, and initiates brand awareness campaigns that further endorse the hotel’s strong positioning within the industry. Director of sales Dean Walsh added: “I have worked closely with Mwenze for over two years now at Jumeirah, and have consistently seen his strategic communication skills in hospitality management re ected in his role. He has led various successful marketing campaigns across PR, social, brand and digital, and contributed to achieving great revenue for our business.”hoteliermiddleeast.com May 2023 28 Marketing Power List ELMIRA YESMAKOVA Director of Marketing, SLS Dubai Hotel & Residences Elmira Yesmakova is a seasoned director of marketing with over 10 years of experience in managing luxury hotels. Since joining SLS Dubai in February 2021, she has been instrumental in the hotel’s pre-opening preparations and has continued to make a signi cant impact until today, playing a fundamental role in the hotel’s success as it enters its second year of operations. With a strong commitment to the hospitality sector and an attitude of always wanting to learn more, Yesmakova’s leadership skills and vision for the hotel have established SLS Dubai as one of the most iconic properties in Dubai since opening. Her dedication to delivering outside- the-box experiences to every guest that sets foot in the hotel has been a key driver in the hotel’s consistent success in the Dubai market since day one. Yesmakova played a crucial role in the successful hotel pre-opening and opening phase, achieving budgeted occupancy and revenue numbers in both rooms and F&B venues. Her ability to lead the marketing team and deliver consistent, enriching, and elevated experiences for all guests throughout the hotel and F&B outlets has been a testament to her hard work and dedication. As a passionate marketeer, Yesmakova continues to direct the hotel’s marketing strategy with a focus on increasing pro t by positioning SLS Dubai as the place to be for unconventional and fun experiences. She has played a pivotal role in the numerous collaborations with internationally acclaimed musicians such as Will.i.am and Akon, creating an unrivalled buzz throughout the city. She also expanded SLS Dubai’s tness offerings by collaborating with up-and-coming tness professionals and enthusiasts, local and international boutique gyms, introducing sky-high bootcamps, yoga sessions, and boxing classes, positioning SLS Dubai as a tness hub, too. Yesmakova’s success can be attributed to her ability to challenge the norms, push boundaries, and plan strategically. She is well-informed about all that is happening at the hotel, ensuring that everything runs smoothly and that each element is carefully considered. With Yesmakova’s dedication and leadership, SLS Dubai is poised for continued success, and she is sure to take the hotel to new heights. The hotel’s general manager Spencer Wadama said: “We are delighted to have Elmira as an integral member of the SLS family. We have seen spectacular results in the hotel’s marketing strategy since its opening, which has led to big nancial gains. We are sure that Elmira’s ongoing commitment, leadership, creativity, and crucial relationships in the market will not only continue to deliver unique experiences to the hotel’s guests, but also position SLS Dubai as a must-visit hotel for guests from all around the world. We appreciate and respect her expertise, which she brings to SLS Dubai every day.”Marketing Power List 29 May 2023 hoteliermiddleeast.com FARAH HALWANI Complex brand director, The Westin Dubai Mina Seyahi Beach Resort & Marina, Le Meridien Beach Resort & Marina & W Dubai Mina Seyahi Farah Halwani is a celebrated and respected team member of the marketing department within Mina Seyahi, and is pivotal to the campaigns run for both the complex, and its properties on an individual level. She continuously drives the brands forward keeping them up- to-date with market trends and front of mind within our target audiences. A top achievement, in October 2022 she successfully conceptualised and executed the premier launch event, ODYSSEY, for the recently opened W Dubai – Mina Seyahi hotel. The key objective of ODYSSEY was to of cially open the hotel and position the newest W Brand property in the UAE as a luxury hot spot in the city of Dubai, for both residents and tourists. Attia said: “Nassar is an exceptional talent, tech-savvy, creative, prompt, and a passionate hotelier! As soon as Farida joined the hospitality industry, she executed a couple of creative digital marketing campaigns that had a very positive impact and results on the local market. Farida is an ambitious hotelier, she strives to deliver nothing but the best, she is climbing the hospitality ladder quickly and is destined to be one of the leading marketeers and hoteliers in the MENA region.” ESRA DENIZ AHBAZ Complex, assistant marketing manager Sheraton Ankara Hotel & Convention Center & Lugal, A Luxury Collection Hotel, Ankara In her role, Esra Deniz ahbaz consistently maximised revenue in the hotels’ outlets, which has boosted their recognition and reputation in the industry. She has also been innovative in her approach, utilizing new technologies to enhance the customer experience. She may be the rst marketer in Ankara to adapt developing technology and opportunities to hotel marketing, utilising arti cial intelligence in both creative designs and copywriting. By doing so, she saved time and showed the importance of development by offering a fresh perspective. Her preference for using arti cial intelligence in designs has enabled her to create original and eye- catching designs. FARIDA NASSAR Cluster digital marketing manager, Al Alamein Hotel & Address Marassi Golf Resort In the past year, Farida Nassar has transformed the hotel’s social media pages into a platform for creative videos, reels, stories, and competitions that drove traf c and engagement, resulting in a 200 percent increase in followers and engagement rates. Head of marketing at Orascom Hotels Management Etihab Next >