Inside Al Habtoor City: Crafting luxury, loyalty, and legacy
Published: Wed 9 Jul 2025, 11:20 AM
In Dubai's fiercely competitive hospitality landscape, standing out requires more than just impeccable service and luxury offerings - it demands a soul.
At Al Habtoor City Hotel Collection, the beating heart behind its trio of iconic hotels is a clear brand identity, guest-first innovation, and a leadership style rooted in mentorship and purpose.
In an exclusive interview with Khaleej Times, Soufiane El Allam, Complex Commercial & Operations Director, delves into what defines a property's 'DNA', how commercial vision meets guest expectations, and why authentic experiences are the future of travel.
Edited excerpts:
Question:
How do you define a property's 'DNA', and how do you align that with both commercial goals and guest experience expectations?
Answer:
The concept of a property's 'DNA' is grounded in its history and the compelling story behind its development. Identifying core elements allows for their integration across all relevant experiences and touchpoints, ensuring a seamless guest journey. This principle applies equally to commercial strategies and operational practices. Contrary to popular belief that hospitality workers can be anyone, the industry requires specific attributes such as passion, patience, and continued curiosity to cater effectively to our evolving clientele.
Question:
In a market like Al Habtoor City where luxury is standard, how do you create unique guest touchpoints that translate into sustainable brand loyalty and commercial success?
Answer:
Adhering to brand standards helps maintain consistent quality, while adaptability ensures we remain relevant and avoid stagnation. Change is inevitable; therefore, the ability to evolve with industry trends is critical to sustainability. Additionally, understanding and anticipating guest needs, respecting their preferences, and embracing diversity, exemplified by our multicultural team representing over 58 nationalities are essential for cultivating lasting loyalty.
Question:
You emphasize people development, mentoring, and ESG. How do you integrate these values into your leadership and organizational culture?
Answer:
Fostering the growth of my team brings me great satisfaction, and developing future leaders is central to my leadership philosophy. By doing so, I contribute not only to their professional advancement but also to their personal development. Providing guidance and mentorship allows me to share my knowledge and cultivate their capabilities. Clear direction and alignment with our organizational goals are vital to ensuring our collective success.
Question:
Al Habtoor City hosts three iconic brands. How do you manage brand distinction while leveraging synergy across the portfolio for commercial advantage?
Answer:
The foundation begins with establishing a clear purpose for each brand. Hilton Dubai Al Habtoor City, V Hotel, Curio Collection by Hilton, and Al Habtoor Palace each possess unique styles, DNA, and guidelines. Our role is to uphold their individuality while fostering operational synchronization that does not compromise brand essence. This is achieved through cross-property frameworks and integrated training programs. Like a symphony, each hotel contributes a unique voice - when harmonized effectively, this synergy delivers exceptional guest experiences and strong financial performance, reinforcing the reputation of the entire portfolio.
With Dubai's evolving tourism landscape, where do you see the Al Habtoor City Hotel Collection in five years?
We are entering a transformative period driven by the rise of experiential travel. This trend encourages innovative concepts such as lifestyle-led hospitality and cultural offerings integrated within our properties. I am particularly excited about our expanding gourmet scene and our commitment to conservation and wellbeing. As a destination within a destination, we aim to offer diverse experiences and increase our local engagement through in-house events and partnerships with regional companies. Our goal is not only to remain a collection of exceptional city hotels but also to authentically integrate into Dubai's culture, providing guests with a more genuine and immersive experience.
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