Hidden voice, amplified: Seema Misra on shaping narratives at Atmosphere Core

This year, the Hotelier Maldives Awards 2025 recognised Seema Misra, Assistant Director Communications at Atmosphere Core, as the ‘PR and Communications Personality of the Year’. The accolade follows five years of shaping the brand’s voice from behind the scenes. In this feature, we explore the strategy, philosophy, and journey of the professional behind one of the Maldives’ most dynamic hospitality brands.

For many in the industry, the name Seema Misra might have been one heard in passing, a signature on an email, or a contact for a press trip. Her nomination for the Hotelier Maldives Award described her as the “hidden voice of Atmosphere Core for over 5 years.” It is a description she acknowledges with a hint of amusement. “I guess the voice is hidden no more!” she remarks.

Winning the award brought a mix of emotions. “The award announcement filled me with a mix of surprise, delight and wonder,” Seema shares. “At first, I couldn’t believe it. As it slowly sank in, I was filled with gratitude for everyone who has helped me in the journey till receiving this acknowledgment.” For her, the recognition is not a solitary achievement. “This recognition means the world to me. This isn’t just a personal honour; it’s a reflection of the collaborative spirit and relentless effort of our team at Atmosphere Core. I feel privileged to represent my team and Atmosphere Core at this prestigious platform.”

From technical communication to tropical storytelling

Seema’s path to hospitality communications was not a direct one. Her career began in the structured world of technical communication and educational content. Yet, a parallel passion for storytelling was always present, finding outlets in freelance travel blogging, illustration, and even co-managing a café in Bangalore. This blend of creative and analytical experience eventually led her to a point of convergence. “Somewhere along the way, I realised I wanted to blend storytelling and travel into something more meaningful,” she explains.

The opportunity to do just that came with her role at Atmosphere Core. The transition was not without its challenges. “The learning curve was steep, especially during the remote working days of the pandemic,” Seema recalls. Her journey from working remotely to being hands-on in Malé, shaping the communications strategy for a growing portfolio, has been, in her words, “a rewarding ride.”

Crafting a chorus of nine distinct voices

Atmosphere Core’s portfolio is diverse, encompassing nine luxury island resorts, each with its own character and market position. The central task for Seema and her team is to communicate these individual identities without losing the core brand message. She rejects a monolithic approach. “With nine resorts under our umbrella, each with a distinct identity, there’s no one-size-fits-all approach,” she states. “Our job is to reflect the true spirit of each island.”

The process is one of listening and translation. “The essence of the role lies in people engagement, listening, connecting and translating those conversations into compelling narratives,” Seema says. “Whether it’s a dive instructor on an island, or feedback from a guest, everything informs the voice of the brand.” This approach allows for a nuanced communications strategy where the unique selling points of each property are brought to the forefront. “For instance, for a sustainability-focused property, that message takes centre stage. It’s about balance: staying aligned with brand guidelines, while letting each island’s personality shine.”

To maintain this balance, the communications team relies on a structured yet flexible framework. “We follow a few thumb rules,” Seema notes. “Creating word banks, style guides, message banks, and content calendars to align efforts. Ensuring planning and collaboration within the teams goes a long way.” This internal alignment is crucial, but it is the input from the resorts themselves that provides the authenticity. “We listen to the island teams to bring their voices and stories forward, thus celebrating the nuances.”

Cutting through the noise

In a digital age saturated with travel content, achieving impactful media coverage is a significant challenge. Seema’s strategy has resulted in consistent year-on-year growth in media presence for Atmosphere Core. She attributes part of this success to the inherent appeal of the destination itself, but emphasises the need for a targeted approach. “We try to identify what makes each resort in our portfolio genuinely unique and build stories around those strengths. It’s all about authenticity and alignment.”

Building and maintaining relationships is a cornerstone of this strategy. “Working with trusted media, tailoring angles to suit diverse audiences, and ensuring that our visuals and messages remain fresh and relevant have been key,” she explains. “Strong relationships with PR agencies, journalists and a collaborative mindset have helped us secure global features, from lifestyle and diving to sustainability and design.”

A prime example of this strategy in action was the 2024 PADI Women’s Dive Award event hosted at OBLU NATURE Helengeli by SENTIDO. The resort, in partnership with TGI Maldives, was recognised with the “Outstanding Contribution to Women’s Diving” award from PADI. The event was a significant logistical undertaking that paid considerable media dividends.

“The event was a true labour of love, sparked by the creative vision of Euan Blake, our Vice President of Communications,” Seema recounts. “Months of careful planning went into bringing the event to life.” The coordination involved close collaboration with TGI Maldives and PADI, the careful selection of media partners, and securing the attendance of key figures, including the PADI Regional Manager for the Maldives and the CEO of Visit Maldives Corporation Limited.\

The objective was twofold: to highlight Helengeli’s renowned house reef and to champion ocean advocacy through the stories of women in diving. The impact was measurable. “The result was over 25 dedicated media features, with an AVE exceeding USD 169,000, firmly positioning Helengeli island, and Maldives as a leading dive destination,” Seema reports. A key element of the press trip was its experiential nature. “Hosting 10 journalists, eight of whom dived for the first time, allowed us to generate authentic, engaging content that resonated well beyond the event itself.”

Debut in ‘green storytelling’

Recently, Seema took on a new challenge, stepping into the role of producer and director for three short films centred on Atmosphere Core’s Green Globe certifications. It was a first for both her and the company. “I wouldn’t go that far to call myself a film director!” she says with humility. “But with a supportive team and our consistent focus on sustainability initiatives, it was not that hard – storyboarding and coordinating these short projects.”

The project’s goal was to move beyond typical corporate social responsibility messaging. “Our aim was to create appealing short visual messages that capture the essence behind our practices, and also to infuse a bit of artistic mood with creative storytelling, highlight the impact of initiatives end to end.” The inspiration, she says, came from the people implementing the sustainability practices daily. “The inspiration came from the everyday heroes on our islands, marine biologists, engineers, chefs, who are deeply committed to sustainability. We wanted to tell their stories with sincerity and soul.” The films were a new medium to convey an established commitment, reinforcing the message that “sustainability is a genuine part of our island way of life.”

Trends and timeless lessons

Looking to the future of hospitality communications in the Indian Ocean, Seema identifies several key trends. She anticipates a deeper demand for “authentic cultural connections and meaningful impact,” making purpose-led storytelling around sustainability essential. The rise of Gen-Z as a key demographic, with their digital fluency and demand for transparency, will also shape strategies.

The media landscape itself is in flux. “We also see a shift from traditional print to digital media, with journalists embracing influencer roles, and influencers increasingly recognised as credible voices in editorial spaces,” Seema observes. “And PR efforts will have to adapt to this rapidly evolving and complex digital space.” She also points to the increasing role of technology, stating that “AI and data personalisation will play a greater role in enhancing the guest journey.”

Reflecting on her own journey, Seema distils her most significant lessons into the importance of human connection. “It’s all about people,” she insists. “Build your connections. Find your workplace tribe. Care genuinely about people and nourish relationships. We grow together.” She also speaks to the importance of authenticity and adaptability: “Staying true to my natural self and values, while also embracing the work culture and adapting to the people I collaborate with. Regardless of the role, human connection and empathy are essential.”

For those aspiring to a career in the field, her advice is a call to courage. “Believe in yourself, and ask yourself, ‘What would I choose if fear wasn’t holding me back?’ The answer will often take you outside your comfort zone. And that’s where growth happens.” It is a philosophy that has clearly guided her own career, taking her from a hidden voice to an award-winning leader in her field.