Q&A INTERVIEW WITH JAD SHAMSEDDIN, COO OF ALEPH HOSPITALITY

FHS World, 30 SEP – 02 OCT 2024 Madinat Jumeirah, Dubai, is the hospitality industry’s platform to invest in its future. It is a premium platform for investors, hotel owners and operators in the hospitality industry to connect, network and drive the future of hospitality. BTN caught up with Jad Shamseddin, COO of Aleph Hospitality and asked him several questions surrounding this event.

BTN: What are the most important aspects and priorities on which to focus when it comes to hospitality investment in order to get the best ROI?

JS: There are numerous aspects to consider in relation to hospitality investments which can maximise the ROI for the owner. In my experience, the key priorities are the following:

1. Location: Securing a prime location with high foot traffic, proximity to popular attractions, and accessibility is crucial. Areas with growing tourism or business activity can offer higher returns.

2. Market Demand and Trends: Understanding current market trends, such as the shift towards eco-friendly practices, tech amenities, or unique experiences, will futureproof investments.

3. Property Type and Branding: Choosing a property type that aligns with market demand, whether it’s a luxury hotel, boutique hotel, or a vacation rental. Strong branding and a clear value proposition will set a property apart.

4. Operational Efficiency: Streamlining operations to control costs and maximise profitability.

5. Revenue Management: Implementing dynamic pricing strategies and effective revenue management tools to optimise room rates and occupancy.

6. Competitive Analysis: Understanding competitors’ strengths and weaknesses and positioning the property to leverage gaps in the market.

7. Marketing and Distribution: Investing in effective marketing strategies and utilising multiple distribution channels to reach a wider audience.

BTN: What is your outlook for the hospitality industry in the UAE and wider Middle East region for the rest of the year and in 2025?

JS: The hospitality industry in the Middle East is predicted to continue growing during 2024 and into 2025, fuelled by a combination of visitor demand, large events, and infrastructure investment. The UAE, notably Dubai and Abu Dhabi, will benefit from the ongoing high number of tourists, aided by the country’s reputation as a safe and appealing destination. Also, Saudi Arabia’s Vision 2030 initiatives will continue to drive major growth in the Kingdom’s tourism and hospitality development. Looking ahead, the industry’s focus on sustainability and digital innovation will help meet changing visitor expectations.

BTN: More and more people are looking for sustainable accommodation when they travel. What ESG measures is your organisation taking to not only meet government directives but also to attract – and retain – green-thinking guests?

JS: All hotels in Aleph Hospitality’s portfolio in the Middle East and Africa are enrolled in our comprehensive sustainability programme, Aleph Cares. The programme requires hotels to monitor and analyse energy and water consumption, to have a recycling programme in place, to use eco-friendly cleaning products, to promote locally sourced food in the restaurants and to take action around corporate social responsibility. Every single team member at every hotel receives training in Aleph Cares as part of their induction, and all hotel General Managers have sustainability objectives as KPIs.

BTN: Tech, smart systems and AI are playing an increasingly important role in our industry. But are we not in danger of losing the personal, interactive experience that only face-to-face contact can bring? How are you balancing embracing new technology while maintaining the personal touch?

JS: At Aleph Hospitality we are incorporating technology in a way that enhances rather than replaces personal relationships. For example, in one of our Dubai-managed properties, Hilton Dubai Creek Hotel & Residences, AI handles automated processes such as digital check-ins and personalised suggestions, freeing up staff to focus on one-on-one guest interaction. By combining the efficiency of technology with the warmth of human touch, we are able to elevate the overall guest experience.

BTN: FHS World is bigger than ever this year, with expanded exhibition space, more insight, discussion and debate, and new features. What aspects are you most looking forward to, and what do you hope to take away from the event?

JS: As gold sponsors of FHS events for many years, the Aleph team always looks forward to enlightening conversations, networking possibilities, and creative concepts. This year, I personally believe that FHS World will serve as a significant platform for innovation and teamwork to drive growth in the hospitality sector.

Q&A INTERVIEW WITH JAD SHAMSEDDIN, COO OF ALEPH HOSPITALITY

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