In conversation with Soufiane El Allam, Complex Commercial Director, Al Habtoor City Hotel Collection Dubai (Exclusive Interview)

How have your properties performed in the first half of this year? What are the expectations for the rest of the year? 

Our properties at Al Habtoor City Hotel Collection have shown stable performance in the first half of this year, reflecting a commitment to unparalleled guest experiences while driving revenue growth. Projections for the remaining year are optimistic, with a continued focus on elevating service standards, exceeding guest expectations and maximizing financial performance.

Has there been any slow down because of the two wars and the economic context?

Despite external factors, including global events, our properties have maintained a steadfast momentum, demonstrating resilience in the face of challenges without compromising the hallmark refined experience we offer. Instead of focusing on conflicts, we focus on guest satisfaction.

Dubai on the same note has implemented various strategies and initiatives to navigate economic challenges including those resulting from global conflicts or geopolitical tensions. While each situation is unique, Dubai has a track record of resilience and adaptability in response to economic slowdowns.

Tell us more about the guest profile. Has the guest profile changed? (If in any way). Which are your key feed markets?

Our guests’ profile has remained stable, with no significant change noted over the past months.

At AL Habtoor Palace, our esteemed guests typically embody a refined taste for opulence and sophistication. They are discerning travelers who seek nothing but the finest in upscale accommodations and world-class amenities. It has remained to be a favorite amongst high net worth individuals and dignitaries due to its elevated standards of service and security. Our doors welcome a prestigious array of individuals, from high-flying business executives to jet-setting couples in pursuit of romantic escapades.

Families revel in our family-friendly offerings at Hilton Dubai Al Habtoor City, creating unforgettable memories in our relaxed setting. 

Young travellers with a penchant for modern luxury find their haven within our walls at V Hotel Hilton by Curio, indulging in the extravagant experiences that Dubai has to offer.

Key feeder markets remain to be the GCC countries, Middle East, Europe, US, Russia, UK, India, and China, and our focus is on catering to their individual preferences and needs. At the same time, our team is committed to exploring new markets and drive new strategies to broaden our client base. 

What about the guests expectation of luxury? Can luxury also be ‘value’ nowadays?

The contemporary definition of luxury extends beyond mere opulence; it embraces the concept of value. Today’s guests seek not just extravagance but also a deep sense of value in their experiences, a principle which I am proud to say we embody in our offerings.

Indeed, luxury in today’s world can undoubtedly encompass value – the value of authenticity, sustainability, experiential richness, and emotional resonance. It is the art of creating priceless memories, fostering meaningful relationships, and nurturing a sense of well-being that transcends the material realm. At Al Habtoor City Hotel Collection, we redefine luxury as a harmonious balance of indulgence and substance, where value is synonymous with uncompromising quality, exquisite attention to detail, and a commitment to exceeding expectations at every turn.

Al Habtoor Palace is now operating independently. Are there any plans for any affiliations, maybe partnerships?

AL Habtoor Palace has always been known for its grandeur, impeccable service and prime location. As an independent brand, AL Habtoor Palace can maintain and enhance its unique identity, allowing differentiation from our competition. It also allows us flexibility in operations and agility in innovation. 

Currently, the namesake of Al Habtoor is reason enough to maintain our independence. We do not foresee any acquisition or affiliation, but in a very dynamic industry like ours, things can always change.

Al Habtoor is a well known, established and respected brand in the U.A.E, as well as abroad. How important is being part of such a prestigious group?

Being aligned with the distinguished and renowned Al Habtoor brand, both in the U.A.E and internationally, is a hallmark of prestige that bolsters our reputation, instills trust, and fosters enduring guest loyalty. It gives us the privilege to be a part of a company that is globally recognized in hospitality, construction, automotive, real estate, education, insurance, publishing and sports sector. The company also values sustainability and environmental responsibility therefore we are delighted to take part in all these initiatives.   

To be a part of the Al Habtoor Group is to be entrusted with a legacy of excellence, a legacy that demands unwavering dedication to perfection, a commitment to innovation, and a relentless pursuit of unparalleled luxury. It is a privilege that we do not take lightly; instead, we embrace it with reverence, gratitude, and a deep sense of responsibility to uphold the lofty standards set by our esteemed owner and chairman.

Which are the latest trends in Dubai in terms of experiences? What about F&B and wellness?

In essence, Dubai’s latest trends embody innovation, luxury, and sophistication. From personalized adventures to culinary delights and transformative wellness experiences, Dubai sets the standard for extraordinary living in the lap of luxury.

In food & beverage, Dubai’s culinary scene continues to excel with avant-garde concepts and immersive dining experiences. From rooftop dining to underwater restaurants, Dubai offers gastronomic adventures that tantalize the taste buds and ignite the imagination. You can see this in the wide array of restaurants and lounges in the complex and around Al Habtoor City. We boast more than 20 diverse food and beverage outlets.

Nowadays, there are a lot of unique experiences as well. What sets us apart is our famous La Perle by Franco Dragone show, which is an avant-garde approach to storytelling. The narrative unfolds through a series of awe-inspiring acts, each more captivating than the last. From high-flying aerialists to synchronized swimmers, every moment is choreographed to perfection, leaving the audience spellbound and breathless.

Some luxury properties in the most diverse destinations are still challenged by staffing. What has been the approach of your company?

Staffing challenges, though prevalent in the hospitality sector, are met with a strategic approach encompassing recruitment, consistent comprehensive training programs, and employee retention strategies including promoting work-life balance to ensure a team of skilled professionals dedicated to delivering exceptional service.

Being a part of a mega company also gives us stability, more job opportunities and room to grow. The company has always been generous with rewards and recognitions with continuous promotions based on merit.

Are you planning any novelties for the rest of 2024?

Anticipate a host of captivating novelties such as food festivals, chef collaborations, wellness retreats and the much-awaited Winter Garden, set to debut in the latter part of 2024, each meticulously crafted to elevate guest experiences, enrich our service offerings, and maintain our competitive edge in the luxury hospitality sphere.

Over the past few months, we had successfully launched new outlets including the Pan American restaurant called Zoco, located at V Hotel, and the new Hilton Lobby Lounge.

What do you think about the impact of technology development, including AI?

The profound impact of technological advancements on the hospitality landscape cannot be overstated. Embracing cutting-edge technology is not just a strategic imperative but a pivotal aspect in meeting and exceeding the evolving expectations of our diverse clientele.

I believe AI enhances hospitality and services, making them more seamless and personalized. This fusion of technology and luxury elevates the overall experience for our guests, offering a harmonious blend of modern convenience and elegance. 

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