Hospitality
The State of Hotel Sales, Marketing, and Revenue Optimization Talent

How do you meet the needs of multigenerational workforces? How is the rise of the gig economy and fractional staffing models changing talent sourcing? How do you retain tomorrow’s leaders? How do you unlock the full potential of AI in your organization?
These questions, and many more pieces of the hospitality industry’s talent puzzle, will be discussed at this year’s HSMAI Middle East & Africa Commercial Strategy Conference, taking place on 26-27 November at Conrad Dubai.
Jason Smith, Vice President Marketing Communications at HSMAI, will be decoding new talent dynamics with a deep dive into the HSMAI Foundation’s State of Talent Report 2024, authored by industry expert Dorothy Dowling, and reveal the biggest challenges facing the industry. The report will jumpstart one of the key content tracks at this year’s conference – human capital.
Structured around nine key trends, the annual report investigates issues such as the impact of the 65+ workforce, managing 4-generation talent pools, transforming employee engagement, leveraging AI for productivity, emotional wellness, cross functional teamwork, culture-defining leadership, and gig and fractional talent models.
“Significant developments and emerging shifts are impacting talent within hospitality. In this report, we shine a light on the implications for the industry’s recruitment and retention strategies. We dive into the trends influencing human capital, particularly in sales, marketing, and revenue optimization, and present actionable strategies for creating inclusive, dynamic and forward-thinking workplace environments”, said Jason Smith, Vice President Marketing Communications, HSMAI.
In the lead up to the conference we asked regional industry leaders about their human capital strategies and the opportunities and challenges they see when it comes to talent attraction and retention.
“In a business where people serve people, it is fundamental to lead with culture and understand what team members need to thrive,” said Marie-Louise Ek, Vice President Human Resources – Middle East & Africa, Hilton. “At Hilton, we are committed to building an inclusive workplace driven by purpose, that offers team members opportunities to grow and feel empowered. This requires curiosity, creativity, and the ability to connect every team member to our purpose. We know that every job makes the stay and happy and engaged team members drive our customer experience as well as benefit our owners and the communities where we operate.” Marie-Louise Ek will be hosting one of the Lightening Rounds at the conference titled: ‘Unlocking Successful Commercial Collaboration: The People-First Approach.’
“At Jumeirah we value our people as our greatest asset, fostering an inclusive and empowering workplace where every colleague feels valued and inspired. Committed to career growth, creativity and exceptional standards, we support team success, motivating our people to deliver outstanding service, contribute to communities, and grow as future leaders,” said Jaime Simpson, General Manager Jumeirah Mina Al Salam, who will be hosting a Lightening Round on ‘The Evolving Workplace’ at this year’s conference.
The comprehensive report concludes that the future of the hospitality industry will likely be a combination of advanced technology and the human touch, delivering exceptional experiences for customers and fostering a supportive work environment for employees.
“Now more than ever, sales professionals are looking for work/life balance, and culture is one of the most important deciding factors in choosing their next employer,” states Tammy Gillis, Sales Industry Expert in the report. “Many salespeople are tired of working on property and getting pulled into operations and want full-time remote or hybrid remote positions. They also value training, coaching, and support which the hotel industry does not consistently provide.”
Hospitality
MaltLive Dubai 2025 sets a Guinness Record for a Masterclass in the UAE

Over the course of two exhilarating days on February 21 and 22, MaltLive Dubai 2025 attracted more than 6,000 enthusiasts and close to 95 renowned distilleries and paid a tribute to the passion and the labor of men and women who selflessly toil day in and day out to create a near perfect harmony of fine flavors and a deeply spiritual experience!
Embracing a spirit of innovation and cultural fusion, MaltLive Dubai 2025 offered a vibrant mix of immersive experiences designed to ignite passion and curiosity among connoisseurs and industry experts alike.
Nearly 500 global brands showcased their finest expressions, providing attendees with unparalleled opportunities to interact with master distillers, blenders, and brand ambassadors.
A dedicated VIP Lounge allowed guests exclusive access to prestigious new releases, single casks, limited editions, and independent bottlings.
The Cigar Park provided a refined setting for aficionados to explore premium cigar craftsmanship while the Food Arcade delivered a gastronomic adventure with multinational cuisine paired with the rich, complex flavours on display. An outdoor stage, alive with live performances and a live cricket telecast, rounded up the entertainment ensuring that every moment was as engaging as it was memorable.
The festival’s innovative and reimagined avatar was highlighted by three marquee initiatives that set it apart from previous editions:
- In an unprecedented masterclass session held on February 22, MSA Events FZCO, in collaboration with BenbeculaDistillery, orchestrated a record-breaking masterclass that brought together 60 participants representing an array of nationalities. This feat set a new benchmark for diversity and global engagement in the industry, underscoring the event’s commitment to inclusivity and international camaraderie.
- A dynamic bartending competition featuring the best of local talent highlighted the artistry and precision required to create a near perfect harmony of fine flavors and a deeply immersive personal experience
- The Icons Of Whisky Middle East & Africa 2025 Awards made its debut at MaltLive Dubai 2025 and recognized the contribution of 26 individuals and corporations for their exceptional craftsmanship, expertise and dedication to the regional industry.
Adding a royal touch to the festivities, His Grace The 13th Duke Of Argyll and Global Brand Ambassador, Royal Salute graciously consented to conduct a personal master class for a discerning and enthralled audience as he talked and walked his way through some of the finest expressions from the Royal Salute portfolio.
The Core Committee places on record their gratitude to sponsors, participants and guests for making MaltLive Dubai 2025 a rousing success and reinforcing Dubai’s status as a leading regional hub for beverages and gastronomy.
As we bid farewell to MaltLive Dubai 2025, we shall continue our relentless endeavor to raise the bar at MaltLive Dubai 2026 and look forward to welcoming everyone once again.
Hospitality
Crown Farms Introduces Organic Fertilizer to Boost UAE’s Sustainable Agriculture

By Adrian Galben, General Manager, Crown Farms
Crown Farms, the Fujairah-based organic farm management company, is excited to unveil its new line of organic fertilizers, marking a pivotal step in advancing the UAE’s vision for sustainable agriculture and organic farming. This groundbreaking initiative not only reinforces Crown Farms’ commitment to eco-friendly agricultural practices but also strengthens its portfolio by increasing In-Country Value (ICV) and reducing reliance on imports. With a focus on complete traceability and sustainability, Crown Farms aims to foster a self-sufficient, independent agricultural ecosystem that supports the nation’s long-term environmental and food security goals.

Crown Farms’ organic fertilizers are formulated to enhance soil fertility by enriching it with organic matter, improving both water retention and nutrient absorption. This process leads to healthier soil capable of supporting sustainable crop growth over the long term. With a rich blend of essential nutrients including Nitrogen, Phosphorus, and Potassium, these fertilizers ensure that crops receive the necessary components to thrive. The balanced nutrient profile helps maintain consistent and robust growth, making it a valuable solution for modern farming.
Additionally, these fertilizers adhere to the strict organic standards set by the UAE Ministry of Climate Change and Environment, ensuring safe and sustainable use in certified organic farms across the country. Free from harmful industrial chemicals, Crown Farms’ fertilizers protect the environment by preventing contamination of soil, water, and crops. This chemical-free composition supports the health of agricultural ecosystems and reduces dependency on synthetic fertilizers. Moreover, the natural formulation promotes strong root growth, helping plants develop resilience to harsh environmental conditions. Produced to the highest standards, these fertilizers are fully certified for use in organic farming, making them a trusted choice for farmers dedicated to sustainability.
Adrian Galben, General Manager of Crown Farms, said: “At Crown Farms, we are proud to be playing a pivotal role in shaping the future of sustainable agriculture in the UAE. Our new organic fertilizer is more than just a product—it is a step toward achieving agricultural independence and reinforcing the UAE’s commitment to sustainability and food security. By empowering local farmers with cutting-edge, eco-friendly solutions, we are helping to reduce reliance on imports, ensuring traceability from farm to table, and building a resilient agricultural ecosystem. This project reflects our dedication to aligning with the UAE’s vision for a greener, more self-sufficient future in food production.”
Crown Farms’ organic fertilizers are versatile and well-suited for a diverse array of crops, from vegetables and fruits to herbs. Whether used in home gardens, large-scale commercial farms, or fully organic agricultural setups, these fertilizers integrate seamlessly into any farming practice. They are designed to work effortlessly with drip irrigation systems or direct soil applications, providing a natural, efficient boost to productivity while nurturing soil health.
Hospitality
Akabeko Launches The Matcha Experience: An Afternoon Tea with a Japanese Twist

Akabeko, Dubai’s first table-top Yakiniku Japanese restaurant is introducing a unique matcha experience, where guests can immerse themselves in a specially crafted afternoon tea spread. Running from February 2nd to March 31st between 12 pm to 4 pm, the afternoon tea celebrates the art of Japanese tea with uniquely conceptualized matcha desserts paired with an array of savory Wagyu delicacies and an indulgent tea selection from Mucharaka Tea. The one-of-a-kind experience offers an authentic taste of Japan in a serene setting, perfect for sharing with friends and family.
The afternoon tea presents a harmonious blend of savory and sweet creations, thoughtfully curated by the owner from menu to plating to bring an exquisite spread for guests. Staying true to Akabeko’s nose-to-tail philosophy, the savory Wagyu bites are transformed into delectable culinary creations where every section of the meat is efficiently utilized. These include a Bao Bun with Japanese A5 Wagyu slices, greens and garlic chips, a Mini Croissant with Japanese A5 Wagyu slices, shiso leaf and spicy mayo, a Japanese A5 Wagyu Cheese Burger Slider and a Grilled Rice Ball.
For matcha lovers with a sweet tooth, the menu features uniquely crafted Matcha-infused sweets and pastries including a rich Caramel Matcha Pudding with sesame snap, an airy Matcha roll cake with Matcha cream, a Matcha macaron and a Matcha Dorayaki – a traditional Japanese snack with a matcha twist.
To complement the culinary delights, Akabeko has partnered with Mucharaka Tea – an authentic Japanese tea brand that offers tea sourced from Japan to the UAE, to offer a curated selection of hot and cold teas that elevate the dining experience. For those who prefer the warmth, there are plenty of hot tea options to choose from including green tea, Genmaicha, caramel roasted green tea, Japanese Earl Grey tea and Japanese Black tea while those who prefer their tea cold, can enjoy a selection of mango green tea, peach green tea and lemon green tea. The cold brew tea is also now available in a sparkling version, adding a bubbly touch to your tea experience while still enjoying Japanese tea. Additional beverages such as a matcha latte and coffee are also available.
The matcha experience is beautifully presented amidst a captivating Zen garden-inspired décor on the table, featuring a stone garden layout and traditional Japanese masu boxes and wooden trays, artfully displaying the culinary creations. This intricate, yet serene setting transports guests straight to the heart of Japan, bringing an experience that is as visually stunning as it is delicious.
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