YOUR CAREER PATH HAS TAKEN YOU THROUGH SOME INCREDIBLY DISTINCT AND PRESTIGIOUS PROPERTIES, FROM ARMANI HOTELS TO JUMEIRAH HOTELS & RESORTS, SLS HOTELS, AND NOW W ABU DHABI – YAS ISLAND. HOW HAVE THESE VARIED EXPERIENCES SHAPED YOUR LEADERSHIP PHILOSOPHY, AND WHAT’S THE MOST SIGNIFICANT LESSON YOU’VE CARRIED FROM ONE BRAND TO THE NEXT?
Every property I have worked with has left its mark on how I lead. Armani was about precision, where every detail mattered, and design was part of the storytelling. Jumeirah taught me the value of deep-rooted hospitality culture and emotional connection with guests. At SLS, things shifted. It was fast-paced and expressive, which pushed me to lead with creativity as much as structure. Now at W Abu Dhabi – Yas Island, the pace is even more dynamic. The energy here is bold, shaped by a guest base that is constantly evolving, and a brand that thrives on music, fashion, and design. You are leading a team that brings their personality to the table, which means leadership becomes more about listening, enabling, and creating space for ideas to thrive. If there is one constant I have carried across all roles, it is this: stay grounded in the brand, but flexible with your people. The mix of consistency and adaptability is what builds strong teams and memorable guest experiences.
YOU HAVE LED SOME OF THE REGION’S MOST ICONIC LUXURY PROPERTIES. HOW ITS BOLD, LIFESTYLE-DRIVEN ENERGY, SHAPED YOUR LEADERSHIP APPROACH COMPARED TO MORE TRADITIONAL LUXURY HOTELS? WHAT NEW OPPORTUNITIES HAS THIS OPENED UP FOR YOU AND YOUR TEAM?
Leading W Abu Dhabi – Yas Island has brought a new edge to my leadership. The structure and discipline of luxury still apply, but here, there is more room to push boundaries and lead through innovation. The brand gives us permission to try things that more traditional hotels would not. We are expected to lead from the front when it comes to shaping guest experiences, and that means staying close to what is trending and quickly adapting. At the same time, we stay conscious of where we are and who we are speaking to. That local context matters. At the same time, it also changes how you lead a team. You need to give your team space to think differently, act quickly, and show their personality in what they do. And as a leader, you need to create a culture where that kind of bold thinking is encouraged, but still rooted in operational excellence. What is exciting is how open the team is to embracing opportunities for collaboration and creativity. We continue to foster cross-department collaboration through our monthly brainstorming forums and consistently deliver brand-led touchpoints across the hotel with initiatives like the ‘Whatever/Whenever’ moments, which features personalized guest experiences and showcases how the team goes above and beyond to create magical moments for our guests.
THE HOSPITALITY INDUSTRY IS CONSTANTLY EVOLVING. WHAT DO YOU SEE AS THE BIGGEST CHALLENGES FACING LUXURY AND LIFESTYLE HOTELS IN THE MIDDLE EAST TODAY, AND HOW IS W ABU DHABI POSITIONING ITSELF TO OVERCOME THEM?
The biggest challenge and opportunity in the Middle East that we are seeing goes beyond operations – it’s also about mindset and perspective. Keeping up with evolving guest needs is crucial, as guests today want more than five-star service; they want relevance and a brand that understands their lifestyle. That means the challenge for hotels is to stay culturally sharp, emotionally engaging, and responsive without losing who they are. Another growing pressure is on talent – attracting, retaining, and developing teams who can operate at a high level while staying agile and creatively engaged. Add to that the push for tech integration, sustainability targets, and increasingly diverse markets, and it becomes clear that the brands that will lead are the ones that can adapt without losing their identity. At W Abu Dhabi – Yas Island, we’re addressing both sides. We stay attuned to guest preferences, whether it’s personalized experiences or seamless service, while also focusing on building a culture where our team feels motivated to show up, contribute, and stay sharp. This balance allows us to evolve with the industry without losing what makes the brand unique.
W ABU DHABI – YAS ISLAND IS KNOWN FOR ITS UNIQUE ENERGY AND ICONIC LOCATION. HOW DO YOU ENSURE THE HOTEL MAINTAINS ITS DISTINCT PERSONALITY AND OFFERS A MEMORABLE EXPERIENCE THAT RESONATES WITH ITS DIVERSE CLIENTELE, FROM RACING ENTHUSIASTS TO LUXURY TRAVELERS?
We are lucky to have a location that does half the work for us. Being built over Yas Marina Circuit, in the heart of Yas Island, means the energy outside the hotel is already high, especially during the Abu Dhabi Grand Prix, when the excitement and international spotlight amplify the atmosphere even more. But keeping that energy consistent inside the hotel across every touchpoint is where the real work happens. Our dining venues play a big role in that. Pappas Taverna is relaxed and social, while Garage is fast-paced and flavorful with five live kitchens, and Brooklyn Chop House brings a distinct fusion of steakhouse classics and Asian influences. Each one is designed to offer something different, so guests can have multiple experiences without the need of leaving the hotel. That same energy carries through to our Living Room, which is our take on a traditional lobby. It is not a pass-through space; it’s a place to hang out, listen to music, and soak in the vibe. The W rooms and suites are known to be playful, design-forward, and still rooted in comfort. Finally, what ties it all together is consistency in personality, as we are focused on delivering the W experience in a way that feels authentic and connected to this unique location and its world-renowned F1 energy.
IN TODAY’S COMPETITIVE LANDSCAPE, GUEST EXPERIENCE IS PARAMOUNT. WHAT INNOVATIVE APPROACHES OR STRATEGIES ARE YOU IMPLEMENTING AT W ABU DHABI – YAS ISLAND TO ELEVATE THE GUEST JOURNEY AND CREATE LASTING IMPRESSIONS THAT ENCOURAGE REPEAT VISITS?
We think about guest experience in layers. It starts with a high-energy vibe and making sure guests feel it as soon as they walk in. We focus on three things: personalization, programming, and presence. Personalization is not just remembering a name, but it is about understanding mood, music preferences, or even where a guest likes to sit in the Lounge. These details turn visits into habits. Programming-wise, our team stays plugged into what is happening across Abu Dhabi, from the Abu Dhabi F1 Grand Prix to sporting events like UFC and NBA, we build moments around that energy. Whether it is hosting DJ sets, creating pop-ups, or collaborating with brands our guests already follow, like Killian Paris, the goal is to stay culturally in sync and constantly relevant. One of the biggest drivers of repeat visits is personalization, it can be as simple as knowing a guest’s favorite table at W Lounge or setting a playlist in the room that fits their mood. The team is encouraged to notice those details and act on them, which makes a real difference. And finally, we are present. Our team is not hidden behind the scenes. They are part of the atmosphere, making sure every touchpoint feels human and intentional.
GIVEN YOUR BACKGROUND ACROSS DIFFERENT REGIONS AND HOTEL CATEGORIES, HOW DO YOU APPROACH TEAM BUILDING AND TALENT DEVELOPMENT? WHAT QUALITIES DO YOU LOOK FOR IN YOUR LEADERSHIP TEAM, AND HOW DO YOU EMPOWER THEM TO DELIVER EXCEPTIONAL SERVICE?
My approach to team building and talent development remains consistent across properties; what varies is how it’s applied, considering the culture and people. Our goal is to establish W Abu Dhabi as the capital’s premier luxury lifestyle destination, one that’s deeply connected to the excitement of Yas Island, whether it’s the F1, major music events, or other world-class experiences. Aldar and Miral, as our owners and partners, provide invaluable support and continuously drive the vision to make Yas Island the absolute entertainment destination in the UAE. When selecting and developing leaders, I look beyond skills to qualities like self-awareness, adaptability, and how they show up for their teams. Technical skills can be taught, but emotional intelligence, so vital in hospitality, especially for a brand like W, is built over time and centered on genuine connection. Moreover, empowering the team means not only providing clear expectations, consistent feedback, and unwavering support but also fostering an environment where people truly love where they work. When team members feel valued and inspired, they take ownership and adopt a stakeholder mentality, stepping up with a sense of responsibility that directly translates into exceptional guest care.
LOOKING AHEAD, WHAT ARE YOUR KEY STRATEGIC PRIORITIES FOR W ABU DHABI OVER THE NEXT 12-18 MONTHS? ARE THERE ANY SPECIFIC INITIATIVES OR DEVELOPMENTS YOU’RE PARTICULARLY EXCITED ABOUT?
The goal is to establish W Abu Dhabi – Yas Island as one of the city’s key destinations, a place where standout events, new food concepts, and brand-led experiences keep the local crowd and hotel guests coming back. In F&B, we’re leaning into fresh concepts and leading the trends. Each venue is being reimagined to stay ahead of expectations, from menu innovations to atmosphere shifts. On the programming side, we are expanding activations that connect to our core brand pillars. W Retreats focused on wellness and health, while W Presents, our global music programming series, is debuting in the UAE soon. The next step is evolving these formats to bring in more community-led moments.
