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Hospitality
Who Says Luxury Can’t Care? The H Dubai Rewrites the Rulebook!
Integrator Media had an exclusive interview with Sophie Blondel, General Manager, The H Dubai Hotel
What personally motivated you to champion sustainability and accessibility at The H Dubai?
I’m deeply committed to social responsibility and ethical practices, which fuels my personal motivation to champion these crucial causes. Understanding the significance of businesses operating ethically and their positive impact on society and the environment is fundamental to me. This commitment is not just rooted in professional obligations but also reflects my core values, awareness of global challenges, and a sincere desire to create a meaningful difference through my work.
What drove you to pursue the Certified Autism Center designation for The H Dubai, and how did it reflect your personal values?
I pursued the Certified Autism Center designation as a testament to our commitment to honesty and transparency in our business practices. It’s an acknowledgment of the imperative to enhance our hotel’s services for autistic guests, showcasing a genuine concern for the well-being and comfort of all our guests. By prioritizing a welcoming and inclusive environment, we ensure that everyone feels valued and respected.
This designation not only elevates the reputation of The H Dubai and attracts a broader range of guests but also mirrors my personal values of honesty, care, and integrity. It’s a reflection of the values embraced by our entire team, underlining our dedication to providing exceptional experiences while staying true to our principles of inclusivity and compassion.
What inspired the idea of hosting iftar events for kids from the Dubai Autism Center and Georgetown Early Intervention Center?
The inspiration stemmed from various factors that naturally led us to this initiative. Last year as we were looking at partnering with an organisation to host an Iftar as part of our CSR initiatives, the altruistic spirit of a former employee who was actively involved in a biker association supporting autism awareness deeply influenced us. Additionally, my personal experiences during college, where I was also engaged in weekly activities supporting autism awareness, played a significant role.
Furthermore, the exceptional personality of Zahra Alijasmi from the Georgetown Early Intervention Center further solidified our decision. Zahra came to the hotel and provided a training and awareness session to all team members and seeing the number of colleagues who attended the training, we were certain that this is the right initiative that we as a team would like to support.
The timing was also crucial; when we were ready and equipped, the opportunity presented itself, aligning perfectly with our values and mission.
Combining these reasons, we organically decided to host an iftar event for children from Georgetown Early Intervention Centre as a testament to promote inclusivity and autism awareness. Building on this success, partnering with Dubai Autism Centre this year felt like a natural progression, allowing us to extend our support to children, their families, and the dedicated educational teams not just once, but twice. These events not only fostered a sense of togetherness but also provided a platform to celebrate Iftar joyfully and inclusively.
Based on your experiences, what key piece of advice would you give to leaders aiming to integrate CSR deeply into their business models?
The pivotal advice I would give is to ensure that CSR initiatives mirror the values and objectives of the organization. When CSR efforts align seamlessly with the company’s core beliefs and long-term aspirations, they gain depth and longevity. It’s crucial to integrate CSR into the overarching business strategy rather than treating it as a standalone entity. This involves ingraining CSR considerations into decision-making processes across all facets and departments of the organization.
Furthermore, engaging stakeholders is paramount. This includes employees, customers, suppliers, and local communities. Actively seek their input, involve them in decision-making processes, and maintain transparent communication regarding CSR initiatives to cultivate trust and garner support.
Collaboration is another key aspect. Partner with other organizations, NGOs, government bodies, and industry peers to amplify the impact of CSR endeavours. By pooling resources and expertise, companies can effectively address complex social and environmental challenges.
Lastly, recognize that meaningful change requires dedication and time. Be prepared to invest resources and effort into initiatives that hold the potential to create lasting positive impacts.
Among all the projects you’ve led at The H Dubai, which one resonates with you the most on a personal level?
The recent Art Exhibition and workshop with the Dubai Autism Center kids, orchestrated by the exceptionally talented Kanyeyachukwu Tagbo Okeke, and hosted at The H Dubai hotel to mark the World Autism Awareness Month, struck a chord with me on a profoundly personal level. It brought back memories of my own past experiences assisting autistic children with their studies in Normandy. Witnessing the transformative influence of creativity and human connection firsthand during this event left a lasting impact on me.
You recently held a World Tourism Day panel on inclusive tourism, so what was the purpose behind this discussion?
Since receiving the “First Certified Autism Center (CAC) designation” in Dubai, we have been actively looking for opportunities and ways to raise awareness and World Tourism Day was a perfect opportunity to cast a light on the topic. The panel aimed to raise awareness and foster understanding regarding the crucial integration of autism-friendly practices into the hospitality industry, with a specific emphasis on luxury 5-star hotels and beyond. The esteemed panel members comprised of thought leaders and mom’s who not only shared views on the future of industry but shared what is needed to achieve complete inclusive environment with first-hand experiences. It sought to underscore the advantages of offering inclusive services for individuals with autism and their families. Furthermore, the discussion aimed to provide actionable advice and insights for those interested in pursuing certification as autism-friendly destinations within the travel and entertainment sectors.
Looking ahead, what new CSR initiative are you most passionate about introducing at The H Dubai?
I’m excited about the prospect of introducing baking classes as a new CSR initiative, especially when tailored to include individuals on the autism spectrum. Our ongoing organization of both adult and children’s baking classes throughout the year, including private sessions, has been well-received. Given our highly experienced pastry team, I am confident that baking classes offer numerous benefits that align seamlessly with our values : such as skill enhancement, therapeutic value and social interaction.
I am also looking forward to the upcoming Vocational Training Programe that is currently being developed together with Dubai Autism Centre for the children at the centre. Under this program the hotel team will first provide vocational training to select students at DAC, following which the final aim is to then provide them with industry internship at the hotel grounds.
Quote: The hospitality industry is dynamic and ever-changing. Leaders must be adaptable and flexible, ready to pivot strategies, embrace new technologies, and respond swiftly to market trends and guest preferences.
Hospitality
AARK MARKETING STRENGTHENS PRESENCE IN UAE PERFECTING THE TITLE OF DIGITAL & INFLUENCER MARKETING & PR RECIPE FOR SUCCESS
Aark Marketing, a reputed boutique integrated marketing and communications agency, continues to strengthen its position within the UAE’s competitive brand landscape through culturally attuned, insight-led campaigns. Marking a milestone year in its growth journey, the agency’s 2025 performance reflects strategic clarity and creative precision, translating brand narratives into measurable impact across sectors. Beyond F&B and hospitality, Aark serves diverse industries including retail, manufacturing, and construction, offering end-to-end expertise across media planning, social and digital campaigns, and influencer marketing to deliver ROI-driven outcomes.
Founded in 2020, Aark has led several high-impact campaigns for reputed F&B brands, including Kashkan, which generated 2.4 million views and 20,000+ followers in three months. Its hospitality portfolio includes Pincode by Chef Kunal Kapur, Silk Lantern, Lavang, Aminia, and The Permit Room, while work with Emirates Airlines – Dnata and Dubai Islamic Bank demonstrates its capability beyond F&B.
Under visionary leadership, Aark celebrates its fifth anniversary in 2025, marked by key achievements including Pincode winning the Time Out Restaurant Awards 2025 and Lavang being named Filmfare Middle East Favourite Debutant Restaurant 2025; demonstrating the agency’s ability to align strategic brand positioning with meaningful audience engagement.
The agency earned multiple industry honours this year: the Middle East National Business Awards for A Marketing & PR Recipe for Success, and accolades from the Global Business & Finance Magazine Awards: Best Integrated Marketing Agency UAE, Best PR & Media Agency of the Year UAE, and Excellence in Brand Communications UAE. Inclusion in the Caterer Middle East F&B Power PR List further reinforced its regional credibility.
Emphasising on Aark’s client-first approach, Kkusum Rawat, Founder and Marketing Director at Aark Marketing, said, “Today, brands are looking beyond traditional marketing for partners who truly understand their objectives and the regional nuances that shape consumer behaviour. Our focus has always been on delivering customised solutions that build visibility through relevance, not volume. With a clear emphasis on Return on Investment, we leverage innovation and technology to create impactful campaigns that connect meaningfully with audiences and deliver measurable outcomes. The consistency we achieved in 2025, across thinking, execution, and results, reflects the strength of our team and the trust our clients place in us to build lasting brand impact.”
From a performance standpoint, Aark Marketing delivered sustained digital growth across its portfolio, achieving over 5 million in reach and 3 million video views. Multiple F&B brands recorded 20 to 40% month-on-month engagement growth, while festive campaigns drove 2x to 4x visibility spikes, improved cost efficiencies, and increased footfall, online orders, and inquiries.
Across influencer and communications channels, Aark Marketing strengthened brand recall and authority. A flagship Al Nabooda campaign generated over 1 million video views, while strategic PR efforts secured 500+ media articles across top-tier regional publications, driving consistent editorial visibility, stronger brand credibility, and increased inbound discovery across AI-powered search platforms. Revolutionizing the ever-growing digital marketing sector, Aark Marketing stays committed to providing creative campaigns and excel in client delivery. The key achievements collectively signal a year defined by credibility, collaboration, and carefully measured growth, positioning the agency firmly within the region’s evolving marketing and communications landscape
This festive season, House of Hype, Dubai Mall’s most spectacular immersive mega-experience, turns the holidays upside down with The Winter Wonderverse, a surreal festive universe that only Dubai could dream up.
Running from December 13 till January 4, 2026, The Winter Wonderverse @ House of Hype delivers a larger-than-life remix of holiday classics across the park’s 25 immersive worlds. Expect glowing snow, dancing lights, spontaneous performances, mischievous elf photobooths, chaotic parades, and snacks almost too cute to eat — all crafted to surprise, delight, and spark unforgettable shared moments.
But this isn’t nostalgia, and it’s definitely not the winter village you’ve visited five times before. This is House of Hype in Dubai! Where everything is bigger, wilder, brighter, and far more fun.
A Holiday Universe, One Wild World at a Time
From the moment you step inside, you’re not entering a venue, you’re crossing into a surreal festive season multiverse. One minute you’re inside a shimmering snow globe where neon snow falls around you, the next, you’re being pulled into an elf transformation photobooth where the “elves” are a little too enthusiastic and definitely up to mischief.
Turn a corner and suddenly a world-hopping parade bursts through the space, sweeping you into a swirl of bold characters, dancers, glitchy holiday creatures, and spontaneous performances that feel like they jumped out of a fever dream.
Blending humor, fantasy, nostalgia, and hypersaturated design, The Winter Wonderverse @ House of Hype is for people who want their holidays to feel anything but ordinary, families, friends, creators, travelers, and anyone chasing a festive escape with a twist.
Festive Highlights:
Inspired by House of Hype’s signature mega-experience DNA, here’s what guests can expect:
- Glowing Snow & Dancing Lights: A surreal holiday landscape perfect for unforgettable photo and video moments.
- Elf Transformation Photobooths: Snap, record, and instantly drop into the Winter Wonderverse storyline with playful, social-ready content.
- World-Hopping Parades & Outrageous Performances: A spontaneous cast brings the universe to life through bold interactions and unexpected spectacle.
- A Surprise Treat Awaits Anyone in Ugly Sweaters: Show up to Dubai’s most chaotic holiday showdown, loud, fun, and delightfully unhinged.
- Cute Holiday Snacks & Limited-Edition Treats: Delicious, highly Instagrammable snacks curated by Michelin-starred culinary talent.
House of Hype invites guests on a 60–90 minute adventure through Dubai Mall’s full-scale City of Dreams, a joyful mega-experience built from the brightest corners of digital pop culture. Across 25 surreal, interactive zones, visitors drift through neon Tokyo nights, K-Pop stages, shimmering Bollywood energy, robotic light shows, projection domes, hidden pathways, exclusive shopping, and limited-edition global snacks. With live performances, AI-powered photo moments, and unexpected worlds opening at every turn, every visit becomes a journey to dream big, live loud, and have fun.
PizzaExpress invites guests to celebrate the festive season with specially curated Christmas and New Year dining experiences, combining seasonal flavours, signature dishes, and a lively social atmosphere. Available throughout December and culminating in a vibrant New Year celebration, the festive menus have been designed to bring people together over food, music, and celebration.
“As the festive season approaches, we wanted to create menus that feel celebratory, comforting, and perfect for sharing,” said Nitin Makhijani, General Manager, PizzaExpress. “Our Christmas and New Year offerings bring together seasonal ingredients, familiar favourites, and a vibrant atmosphere, making PizzaExpress a welcoming place for guests to celebrate with friends and family.”
For Christmas, guests can enjoy a festive set menu, offering a selection of seasonal starters, mains, and desserts inspired by classic holiday flavours. Highlights include creamy Cranberry Brussels Sprouts, Turkey Truffle Dough Balls, festive pizzas such as the Christmas Feast and Brussels & Porcini Truffle, and indulgent desserts including Speculoos Gingerbread Tiramisu and KitKat Stuffed Dough Balls
A selection of festive beverages and cocktails are also available to complement the dining experience.
The celebrations continue into New Year’s Eve, where guests can look forward to an extended festive menu featuring unlimited starters, seasonal pizzas, delicious pastas, fresh salads, and indulgent desserts, paired with a wide selection of beverages
From savoury dishes like Barbecue Burnt Ends pizza and creamy Cajun Chicken pizza to festive desserts and signature cocktails, the New Year menu is designed for relaxed, social dining as guests countdown to midnight.
Blending festive flavours with its signature dining experience, PizzaExpress offers a relaxed yet energetic setting for both Christmas gatherings and New Year celebrations, making it a popular choice for groups looking to enjoy great food and a lively atmosphere during the holiday season.
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