Interviewees: Khalifa Bin Braik, CEO, Majid Al Futtaim Asset Management Business and Sammy Gani, Cluster General Manager of Sheraton Hotel
The hospitality landscape in Dubai continues to evolve with iconic landmarks redefining guest experiences. One such transformation is the relaunch of Sheraton Mall of the Emirates, a flagship property under the Majid Al Futtaim hospitality portfolio. Strategically located and seamlessly connected to one of the city’s most prominent shopping destinations, the Sheraton Mall of the Emirates has undergone a significant renovation, aligning with Sheraton’s brand ethos of “The World’s Gathering Place” while delivering a dynamic lifestyle hub for modern travellers.
To delve deeper into the motivations, investments, and vision behind the relaunch, we speak to the CEO of Majid Al Futtaim’s Hospitality Division, who shares the strategic direction and anticipated impact of this revitalised property. Joining the conversation is Sammy Gani, Cluster General Manager of Sheraton Mall of the Emirates, who outlines the operational strategies and enhancements that promise to redefine guest satisfaction and elevate the hotel’s market position.
In this exclusive Q&A, they provide insights into the relaunch, innovations in design and service, and the exciting future of this iconic property.
Khalifa Bin Braik, CEO, Majid Al Futtaim Asset Management Business
Can you give us an overview of Majid Al Futtaim’s current hospitality portfolio and what unique characteristics do your properties share?
Majid Al Futtaim’s hospitality division includes a mix of high-profile properties that emphasize luxury and prime locations. Sheraton Mall of the Emirates is a flagship hotel, recently renovated to elevate the guest experience. The hotels in this portfolio are designed to merge seamlessly with iconic locations, aiming to create dynamic lifestyle hubs.
As CEO, what is your strategic vision for the growth and development of Majid Al Futtaim’s hospitality division in the coming years?
My vision for growth and development continues to centre around the customer experience. They truly have to be the focus in order for our hospitality division to thrive. It’s not just our spaces that are evolving but how we interact and engage with our customers. We understand that they have other options, so it’s crucial for us to foster meaningful connections and encourage positive experiences that encourage repeat custom.
The Sheraton Hotel is a significant property in your portfolio, can you tell us about the motivations and goals behind the relaunch?
The relaunch of Sheraton Mall of the Emirates was motivated by a desire to modernize the property and maintain its position as one of Dubai’s most iconic properties. The renovation project that aligns with Sheraton’s brand vision, “The World’s Gathering Place,” provides a luxurious and engaging environment for all visitors. We are creating more than a hotel and a mall, but a complete lifestyle hub. Customers are seeking immersive and interactive environments, and Sheraton Mall of the Emirates paired with the shopping mall to do just, by providing a hub for shopping, entertainment, dining and wellness.
Could you detail the extent of the investments made in renovating the Sheraton Hotel, what are some of the standout features that have been introduced?
The extensive renovations included an overhaul of key spaces like the lobby, guest rooms, suites, club lounge, and business areas. Standout features include a larger lobby, revamped guest rooms with a residential feel, and an enhanced club lounge with vibrant, inviting decor. This investment supports a seamless blend of luxury and comfort, setting new standards for our guests.
What impact do you anticipate the relaunched Sheraton Hotel will have on the local economy and tourism sector?
The renovated Sheraton Hotel will boost tourism by attracting both international travellers and regional visitors looking for a premium experience. Its connection to the Mall of the Emirates strengthens its appeal, further driving footfall and economic activity in this area. That said, with the holiday season fast approaching, we’re anticipating an influx of tourism for those looking to celebrate, enjoy Dubai’s favourable weather and enjoy specific events like Dubai Shopping Festival.
Having led various initiatives within Majid Al Futtaim, what has been your most rewarding experience in the hospitality sector so far?
I find it incredibly rewarding to see the transformation of legacy properties like Sheraton Mall of the Emirates. Overseeing a renovation like this is a career milestone that I’m very proud of, that is further bolstered by such positive guest feedback.
Are there any upcoming projects or expansions within Majid Al Futtaim’s hospitality sector that you can share with us?
We will continue enhancing our hospitality sector by maintaining a strong focus on creating lifestyle hubs and enhancing guest experiences.
Sammy Gani, Cluster General Manager of Sheraton Mall of the Emirates
What are your primary goals for the first year?
My goals will focus on maximizing the potential of the newly renovated spaces of Sheraton Hotel Mall of Emirates, to boost guest satisfaction and increase occupancy. My strategy includes leveraging the hotel’s refreshed image to drive business growth and establish a stronger market position.
As the Sheraton Mall of the Emirates Hotel undergoes a relaunch, what key strategies are you implementing to ensure its success and enhance its market position?
Key strategies include implementing Marriott’s global standards, optimizing service quality, and ensuring a seamless guest experience that attracts both new and returning visitors.
How do you plan to align operations and standards between the Sheraton Mall of the Emirates Hotel and Aloft Dubai Creek?
I align operations by capitalizing on our shared systems and values, ensuring both properties deliver brand-consistent, high-quality experiences. While Sheraton Mall of Emirates focuses on luxury, Aloft offers a modern, budget-friendly experience. This balance supports a broader market reach and optimized resource use.
In what ways are you planning to drive innovation and modernisation at the Sheraton?
Plans include utilizing technology for enhanced service efficiency and digital innovation, like streamlined booking processes and personalized guest experiences. The Sheraton’s new design also supports a modern aesthetic, appealing to contemporary travellers and digital nomads.
Can you describe your leadership style and how you intend to foster a collaborative and productive work environment across your teams?
I would describe my leadership style as collaborative, focusing on empowering teams to deliver excellence. I hope I have created a supportive environment where teamwork and open communication are prioritized, helping my team members feel valued and motivated.
What specific enhancements or changes can guests expect at the Sheraton Mall of the Emirates that will elevate their overall experience?
Guests at the Sheraton Mall of the Emirates can expect refreshed, elegant interiors and enhanced amenities. The lobby and guest rooms have been redesigned to offer a luxurious yet comfortable atmosphere, with new spaces such as the reimagined club lounge and expanded business areas.
What sustainable practices are you planning to introduce or enhance at your properties?
I’m committed to introducing eco-friendly practices, including energy-efficient systems and sustainable sourcing for hotel amenities. This commitment aligns with Marriott’s environmental goals, supporting a responsible approach to hospitality.
Worth noting is that the hotel already has a LEED Platinum certification, the highest level of LEED rating.
What long-term initiatives are you excited about implementing in your role as Multi-Property General Manager?
Long-term goals include increasing direct bookings through loyalty programs and reducing dependency on third-party platforms. Additionally, I aim to expand the unique offerings of both properties and develop services that cater to a variety of guest demographics, thereby fostering loyalty and ensuring steady growth.