At the forefront of one of the most iconic hotels in the region, Peter Roth has made a name for himself as a true specialist in luxury hospitality. The newly appointed GM of Jumeirah Al Qasr and the regional vice president of Madinat Jumeirah is responsible for ensuring an unforgettable experience to every guest. We learn more about his approach to hospitality and how he tackles industry challenges.
What are the biggest challenges you are facing as regional VP of Jumeirah Hotels & Resorts?
Our industry, and this region, is thriving. This success comes along with a challenge in finding the best and most passionate professionals in the marketplace. Recruiting top talent is a key focus of ours and we have been investing in this area by growing our HR team as well as by innovating how we recruit, develop our colleagues’ careers and ensure they experience our industry at its best.
Ensuring product differentiation across the Madinat Jumeirah portfolio is key to maintaining a distinct identity for each property, while also ensuring that they embody the overarching Jumeirah values and experience. We recognize that each property is unique in its own way, with its own personality and charm that sets it apart from the rest.
As a team, we work closely to identify each property’s unique strengths and develop experiences and offerings that cater to the needs and preferences of its guests. We also strive to incorporate elements of local culture and heritage to create a truly authentic and immersive experience for our guests.
Our brand DNA of “Stay Different” drives us to go above and beyond in crafting experiences that truly resonate with our guests. From the moment they arrive, we want guests to feel welcomed and valued, and our teams work tirelessly to ensure that every aspect of their stay is seamless and enjoyable.
At the same time, we ensure that all properties maintain the high standards of service and quality that guests expect from the Jumeirah brand. This means that we have rigorous processes in place for monitoring and maintaining consistency across all properties, while also allowing for the necessary flexibility to adapt to the unique characteristics of each location.
Our goal is to create unforgettable memories for our guests, and by striking a balance between product differentiation and maintaining Jumeirah values, we are able to create a portfolio of properties that offer a diverse range of experiences while upholding the reputation for exceptional service and quality that’s synonymous with the Jumeirah brand.
What can you tell us about the role you have played in premium hotel openings and renovations?
My 30 years of luxury hospitality experience across Europe and the Americas, with extensive pre-opening and hotel repositioning work, allows me to add value and perspective. The key is to always stay curious and open to learning and innovating along the way. This “recipe” has led to several renowned industry accolades.
I was fortunate enough to join the team at a time when Jumeirah Mina A’Salam and Jumeirah Dar Al Masyaf’s Malakiya Villas were undergoing significant transformations, and I was able to add value and expertise to these two very important projects.
As the first property to open within the Madinat Jumeirah cluster, Jumeirah Mina A’Salam has a legacy, and the renovations exemplify one of Jumeirah’s core pillars of architecture and design.
The large-scale refurbishment of the rooms, suites, ballrooms and Amal Club Lounge, as well as the new look and enhanced ambience through its tasteful yet striking aesthetics, were skillfully crafted to ensure cohesiveness with the property’s traditional Arabesque exteriors whilst keeping the discerning travelers in mind.
In addition, we recently announced the reopening of the exclusive Malakiya Villas within Jumeirah Dar Al Masyaf, following a year-long refurbishment. Newly transformed with plush modern interiors, the villas’ striking aesthetic is a tribute to the resort’s Arabesque design, exuding the romanticism of a nostalgic past.
How is the industry in the region currently faring in comparison to other markets?
The hospitality sector, especially in Dubai, witnessed immense growth last year, welcoming 14.36 million overnight visitors. Average occupancy for the hotel sector stood at 73 percent last year — one of the highest in the world.
Which markets are you most interested in breaking into right now and why?
We are committed to exploring new and emerging markets such as Latin America, the US and Asia, as well as growing our presence with traditional source markets of the GCC and Europe.
India is a very important market for Jumeirah Group globally and is the top source market for Dubai. We are continually looking at ways in which we can welcome more guests from this market, especially when it comes to the destination wedding and events sector for the Madinat Jumeirah portfolio.
The reopening of China for international tourism will also provide exciting opportunities, with Dubai being the number one destination for Chinese visitors in the region.
In your opinion, what are the key differentiators in adding value to the guest experience?
The key differentiator that makes a guest’s stay memorable lies in the delivery and how our colleagues bring each experience to life. This virtuous process is based on a strong service culture that is nourished by inspiring leadership, camaraderie, good training and passion to serve. We thrive to continuously evolve in this regard and to remain colleague and guest centric.
It is crucial to update the approach to guest satisfaction, focusing on an experience that prioritizes the creation of memorable, special moments and, most importantly, gives guests control over their own experience.
In line with changing guest preferences, it’s crucial to customize guest interactions to cater to those who prefer more distance and privacy. However, we must still deliver an exceptional experience and personal touch, which are inherently linked to our three pillars: “Service Beyond Expectations,” “Signature Dining Experiences” and “Surprising Design and Architecture.”
Jumeirah’s new era of hospitality will be increasingly experiential. By going above and beyond a conventional hotel stay and offering the epitome of personalization, comfort and sophistication, we have created a solid benchmark for luxury accommodation that today’s discerned travelers deserve and crave.
For example, the recent refurbishments of Jumeirah Mina A’Salam and the exclusive Malakiya Villas within Jumeirah Dar Al Masyaf are part of our ongoing efforts to upgrade our existing offering in order to stay relevant and current with evolving guest demand and preferences.
As a brand, we are also passionate about destination dining, which is one of our strongest differentiators. Our Jumeirah-owned dining concepts compete with internationally renowned restaurant brands. Blind Tiger and Summersalt by KAYTO within Jumeirah Al Naseem and Margaux in Jumeirah Mina A’Salam are our recent and brand-new additions to Madinat Jumeirah’s dining portfolio. Armed with a robust pipeline, this pillar is undergoing continuous investment and innovation, which has enhanced our position as a luxury hotel brand recognized for providing unique and exceptional dining experiences.