Interviewee: Julio Rafael, Director of Marketing and Communications, Jannah Hotels & Resorts and EDGE Hotels in Abu Dhabi, Dubai, and Ras Al Khaimah
In this interview, Julio Rafael, Director of Marketing and Communications at Jannah Hotels & Resorts and EDGE Hotels, shares how the brand translates Arabian hospitality into measurable business impact. From disciplined marketing strategy and authentic influencer partnerships to the smart use of AI, Rafael offers a clear-eyed perspective on what truly drives relevance and results in hospitality today.
What makes Jannah’s version of Arabian hospitality different from other brands making similar claims?
At Jannah, Arabian hospitality is not a marketing tagline — it is an operational and cultural principle embedded throughout the guest experience. While many brands speak about warmth and generosity, we differentiate ourselves through intentional personalisation, empowered service, and authentic cultural expression. Every touchpoint is designed to create meaningful connections, ensuring guests experience hospitality that is both memorable and distinctly Jannah.
How do you ensure your marketing delivers real results, not just visually appealing campaigns?
Marketing at Jannah is approached as a strategic business driver, not merely a creative exercise. Every initiative is guided by clearly defined KPIs, including revenue impact, guest engagement, and brand equity growth. We combine data-driven performance metrics with strong storytelling to ensure campaigns are both measurable and meaningful. Creativity, for us, must always come with accountability.
With social media trends changing so rapidly, how do you decide which ones are worth pursuing?
We assess trends through a strategic lens, focusing only on those that align with our brand narrative, resonate with our audience, and drive genuine engagement. Rather than chasing every new format or platform, we prioritise initiatives that reinforce our values and build long-term brand equity. This approach allows us to stay agile without compromising consistency or integrity.
How do you balance influencer marketing with authenticity as audiences become more sceptical?
Influencer marketing is most effective when it is grounded in alignment and credibility. At Jannah, we collaborate with creators who genuinely reflect our values and can communicate their experiences honestly. We look beyond follower counts, evaluating engagement quality, audience relevance, and narrative fit. This ensures partnerships build trust and strengthen brand credibility.
What hospitality marketing trend do you believe is currently overrated?
The overreliance on highly curated, hyper-stylised content is increasingly overrated. Today’s luxury consumer values authenticity, emotional intelligence, and immersion over perfection. Guests respond more strongly to narratives that feel real and relatable, which is why we prioritise storytelling rooted in genuine experiences rather than polished aesthetics alone.
How do Jannah’s restaurants contribute to shaping the brand, beyond revenue generation?
Our restaurants are key brand touchpoints that extend the Jannah experience beyond accommodation. Through thoughtfully curated menus, ambience, and service rituals, they reflect Arabian culture and reinforce our brand values. Dining at Jannah is not transactional — it is experiential, designed to deepen emotional connection and enhance the overall guest journey.
How are tools like ChatGPT being used in your role, and do they enhance or dilute marketing today?
AI tools such as ChatGPT act as intelligence multipliers when used strategically. They support faster ideation, content optimisation, and trend analysis, improving efficiency across teams. That said, AI is a tool — not a replacement for human insight. In hospitality, emotional intelligence, cultural nuance, and strategic judgment remain essential. When applied thoughtfully, AI enhances creativity and decision-making without compromising authenticity.
