This month marks an iconic addition to Dubai’s skyline and its vivid hospitality industry.
Introducing a sophisticated, chic address in the epicentre of luxury, Sofitel Dubai The Obelisk is the largest Sofitel property in the Middle East & Africa region and the second largest worldwide with 595 rooms, suites and serviced residences.
Elegantly merging modern French art de vivre and ancient Egyptian heritage with the essence and culture of the UAE, the obelisk-shaped hotel offers a unique destination in the heart of Dubai.
At the core of Sofitel Dubai The Obelisk is a multicultural, seasoned and passionate leadership team, striving to ensure that every guest lives the French way by creating unforgettable experiences. Following our interview last month with General Manager Omar Souab, here, Managing Director Ayman Gharib, Director of Food & Beverage Harry Massolin, and Executive Chef Patrick Boucher reveal the magnificient teamwork and strategy behind the hotel’s much-anticipated opening.
You’re responsible for overseeing two of Accor’s flagships in its Luxe Division; what would you consider to be the key to the luxury hospitality market in the region?
Gharib: The key to the luxury hospitality market, in my opinion, is People. More specifically, choosing the right people with the right attitude to be a part of your team. These individuals need to have a passion for the industry, in delighting guests and drawing smiles on their faces. I believe this to be the basic requisite.
Furthermore, in addition to passion and positive attitude, training is vital and it’s our job to direct and teach. We welcome mistakes, it’s important that we draw out the positive and help them learn from it. Eventually, people will reach a level of experience and confidence to go the extra mile and in that curate the sought-after luxury experience.
Sofitel’s largest property commands a certain strategy, and an exceptional team: what are the pillars behind your approach?
Gharib: When it comes to building an exceptional team, hiring the right leaders is vital. Not only do they need to be people who share your vision and passion for the project, but also believe in selecting the right team members to create their own department.
As for the development of our strategy, I call it “scale to nail”, as we need to ensure that we’re both aware of and operating within the known parameters of the marketplace, for example COVID-19 and its ramifications. We’re very lucky to be in Dubai, a city showing the fastest signs of recovery, and as the market evolves, so must we.
With a new property in a fantastic destination like Wafi City, The Obelisk will complement and enhance the existing offering, crystallising the idea of a destination, offering guests an array of activities and experiences to indulge in.
From The Little Prince programme, Astrokids Club, VOX cinemas, the relaxing Sofitel SPA with L’Occitane, and Michelin star Chef Daniel Boulud’s Brasserie Boulud to Schilo van Coevorden’s award-winning concept Taiko, Sofitel Dubai The Obelisk is an ideal destination for families, business and leisure travelers alike. Additionally, guests will also have access to Raffles Dubai dining venues and vice versa.
Tell us a bit more about your talent-spotting and recruitment strategies.
Gharib: I hire based on attitude, as I’m a true believer in surrounding yourself with positive and ambitious people who have a clear sense of direction. As I’ve already mentioned, it’s crucial to choose leaders who hold the same set of values and who would, in turn, recruit their team members based on the same belief system.
I’m also a big believer in recommendations. As they say, “birds of the same feather flock together.” If you have a brilliant colleague who has a close friend, who also works in the same industry, it’s more likely than not that they will share common values, attitude and more.
Finally, I think it’s essential for people to grow and, when the time comes, it’s usually these individuals who ensure that the colleagues reporting directly to them are given the same growth opportunity. It’s an ongoing cycle keeping team members motivated and passionate about their work.
Instead of recruiting from outside, I make sure to promote from within the company where possible, and give individuals the opportunity to grow. For example, key leaders are now managing a cluster role for Raffles Dubai and Sofitel Dubai The Obelisk.
Why have you appointed Omar Souab as general manager and why do you think his leadership style fits the new property?
Gharib: Omar is a brilliant gentleman and has dedicated his career to the hospitality industry, gaining rich experience in sales and operations. He’s passionate about people as well as his team, and in a dynamic city like Dubai you need someone like Omar, who has a vibrant personality, is creative and flexible, and has a very positive outlook on life.
When the COVID-19 lockdown hit, it was his resilience and sense of focus and positivity that kept the team together. He kept the team motivated and focused on what needed to be achieved, while using this period to find further ways to better equip the property as we look towards opening the doors and welcoming guests.
Tell us more about the stars of your pre-opening team, and its new-joiners.
Gharib: The entire pre-opening team and its new-joiners are stars.
One team consists of individuals that were promoted within the complex as a result of their hard work and dedication. These individuals have proven themselves time and again over the years, believe in Accor’s values and growth as well as Wafi as a destination and Sofitel as Dubai’s new landmark.
- Jessica Markham is the cluster director of talent & culture. Completing her ninth year with Raffles Dubai, Jessica is known for helping people and nurturing talent.
- Zeynep Öden Agagil, cluster commercial director, has the ability to bring people together, share stories and create a strong brand positioning in global markets while maximising revenue.
- Zakaria Siddiqui, cluster director of finance & business support, has a wealth of experience in finance and hospitality, and together with his dedicated team strive towards maximising efficiency and value.
- Sushant Pawar, cluster director of engineering, is instrumental in overseeing all day-to-day engineering operations with his team, as well as making the hotel sustainable through various green initiatives.
- Hady Ibrahim, cluster director of revenue, leads a team of talented individuals who strategically guide the property’s revenue and business decisions.
- Cluster Director of Security Yousef Harfoush is well-versed when it comes to pre-openings and, together with his dedicated team, they are building a safe and secure sanctuary at Sofitel Dubai The Obelisk and Raffles Dubai for guests and colleagues alike.
The second team hired are the best-in-class in the areas they operate:
- Michele Millot, director of housekeeping, has a great number of years of experience particularly in pre-openings and has created a team full of energy; she’s known to be a mother figure to all housekeepers.
- Haytham Mounir, director of rooms, has a composed and collected leadership approach and a very keen eye for detail. He’s incredibly methodical, which is a huge plus for any pre- and post-opening property.
- Joe Nassoura, director of operations, has an interesting hotelier background. Having previously been director of rooms and director of sales & marketing, he brings a wealth of knowledge and refreshing ideas to his role.
- Harry Massolin, director of food & beverage, is a young, passionate and charismatic professional. Bursting with creativity, he has a very entrepreneurial approach towards Food & Beverage.
- Patrick Boucher, our incredibly organised executive chef, has years of pre-opening experience under his chef’s apron. With a wealth of knowledge when it comes to luxury hospitality, him and his team come together nicely and are able to focus on the creative aspect of every dining experience.
You will continue to lead Raffles Dubai; what inspiration are your drawing from the iconic property for Sofitel Dubai The Obelisk?
Gharib: At Raffles Dubai, we always try to be number one in every performance criteria, especially our guest satisfaction survey. One thing that we would like to replicate at Sofitel Dubai The Obelisk is to create an experience befitting the Sofitel Brand. Both properties are luxurious, however, each in its own way, and we want to ensure that shines through.
My goal is to see both Raffles Dubai and Sofitel Dubai The Obelisk be the top two contenders on TripAdvisor and other quality platforms.
As for the name, a unique one for the Dubai market, what does it signify?
Gharib: The name of the property, Sofitel Dubai The Obelisk, pays homage to and is inspired by the Luxor Obelisk, which thrones on Place de La Concorde in Paris. It also honors its sheer grandeur and expanse, being recognisable as one of Dubai’s top architectural designs, beautifully merging French art de vivre and ancient Egyptian heritage with the essence and culture of the UAE.
The same way in which the Obelisk was a representation of a mix of cultures back in the day, I see no better place for Sofitel Dubai The Obelisk to majestically strand than in Dubai, a melting pot of cultures and nationalities, where people are safe and live in peace and harmony.
You have an F&B-rich background – would you say you’re more hotelier or F&B connoisseur, and how will your background come into play with the new hotel’s offerings?
Gharib: I consider myself a businessman who operates in hotels. I do have a passion for, and a background in F&B, which allows me to guide the team where needed. At Sofitel Dubai The Obelisk, we have a fantastic F&B department with phenomenal leadership and I have no doubt that they are going to deliver a luxury F&B experience.
My role as an MD is to be a catalyst and ignite creativity, making sure whatever is being produced is relevant to what our local market wants.
Additionally, creating an unrivaled lifestyle and F&B destination in Dubai, we have chosen the right partners – celebrity chefs Daniel Boulud and Schilo van Coevorden. Offering fantastic dining experiences such as Brasserie Boulud and Taiko Dubai, discerning travelers and diners across the city are in for a treat.
French natives Executive Pastry Chef Romain Castet, and Head Baker Chef David Walch have years of experience in crafting French cuisine-inspired pastries, delicacies and baked artisanal breads. Sharing their savoir faire, their beautiful creations are sure to delight our guests.
Having cooked for celebrities including boxer Muhammed Ali, how will you be bringing that exclusive touch or savoir-faire, as you like to call it, to Sofitel Dubai The Obelisk?
Boucher: Sofitel Dubai The Obelisk’s savoir-faire will be brought to life through guest communication. What we believe to be most important is getting to know our guests. Through talking to them and finding out what their likes and dislikes are, what they have been up to throughout the day, whether they are celebrating a special occasion and more, we want to ensure that as much of their time and culinary experience is curated.
Our aim is to provide each and every guest with an unrivalled culinary experience that is personal and will be savored.
F&B is taking a different direction towards “theatrics”, specifically in fine dining, what sort of service standards will you be bringing to Sofitel’s offerings?
Massolin: As in all guest experiences, I believe that expectation management is half of the ball game. It’s vital to understand that waiters, bartenders and hosts play an essential role, and in many cases the greatest role, in the overall dining experience.
When service interactions differ significantly from the guest’s previous experience, it stands out. Restaurant guest service has many layers, and it’s easy for leaders to get side-tracked by the operational minutiae, as well as the “theatrics” of things, and forget the fundamental service focus which is necessary for long-term success.
My opinion is that setting expectations, providing a consistent product and service, effective communication and building trust with guests will bring venues one step closer to great service.
At Sofitel Dubai The Obelisk, the service style will differ across the five dining venues as their concepts are all unique. However, at the core, what they will have in common throughout is that each venue’s service will be personal, engaging and warm. A personalised experience is always remembered.
How family-friendly is the property and how have you trained the team accordingly?
Gharib: Sofitel Dubai The Obelisk is a unique destination that offers families a world of exciting activities. With family rooms, two to three-bedroom apartments with a maid’s room, a dedicated Kids Club, Astrokids Club, and a series of specially crafted experiences such as The Little Prince junior guest journey, we promise a memorable and engaging adventure for kids throughout their stay. From aqua dance, kids’ yoga and direct access to VOX cinemas, and its great entertainment area in Wafi Mall, children will invent their own world and create unforgettable memories.
We have a dedicated Kids Club Manager and team leaders with years of experience in curating family programmes. As long as you have individuals with a positive attitude, they will work fantastically with people across all age demographics.
What sort of challenges have you faced in the wake of COVID-19, and how have you managed to stay on course?
Gharib: From day one, we knew that one of the biggest obstacles we would have to overcome would be colleagues’ mindsets. We wanted to make sure that they weren’t overwhelmed during this difficult time and we wanted to provide them with a sense of normality in their day-to-day life during a completely unprecedented period. This was our number one priority.
The pandemic presented a variety of challenges as well as opportunities and it has, in fact, enabled the creation of even stronger bonds among the team.
How has the pandemic helped the team build a stronger bond?
Gharib: I believe that under difficult circumstances people tend to come together, forget their differences and become closer. This is exactly what happened at Sofitel Dubai The Obelisk, with team members becoming extremely close. Everyone worked together and made sacrifices for the benefit of the entire hotel team. It was truly inspiring.
