Aminath Rausha Haadhee: Creating, shaping JOALI’s immersive story

Aminath Rausha Haadhee’s career in hospitality spans more than a decade and a half, and her journey through the industry has been marked by a steady progression of responsibilities, challenges, and notable achievements. As the Cluster Director of Marketing & PR at JOALI Maldives and JOALI BEING resorts, Rausha has become a recognised figure within the Maldives’ tourism sector. Her recent accolade as the PR and Communications Personality of the Year at the Hotelier Maldives Awards 2024 adds another chapter to a career built on commitment, adaptability, and a passion for the industry.

Born out of an early fascination with the tourism industry, Rausha recalls the first time she visited a resort. “I was five years old when I experienced the foreignness of a resort – from the food to the people, the glamour and the cosmopolitan atmosphere – and it left a lasting impression on me,” she recalls. This early encounter set the stage for a career that has taken her from the basics of the industry to a leadership role in one of the region’s most distinctive hospitality groups.

Rausha began her professional journey in 2009 at Shangri-La’s Villingili Resort & Spa, shortly after completing high school. Her initial years in the industry coincided with an era when the tourism sector was grappling with social perceptions and a degree of stigma. “I have always been intrigued by the glamour and diversity of the tourism industry, even when there was such a stigma around it,” she states. This conviction drove her to gain experience across a range of roles and properties, a decision that has shaped her comprehensive understanding of the business.

After her early start, she took a break from 2011 to 2014 to further her studies. During that period, she completed an internship at Conrad Rangali Maldives Island. Her academic pursuits took her to Nottingham University in Malaysia, after which she joined Cheval Blanc Randheli. The subsequent stints at Gili Lankanfushi and her involvement in the opening of LUX* North Male Atoll (now part of Jumeirah), as well as The Ritz-Carlton Maldives, Fari Islands during the pandemic, further expanded her experience. Each of these roles contributed to her multifaceted grasp of the luxury hospitality sector.

“Starting in reservations and revenue was a great building block for me, considering it helped me to open my eyes to understand the core of business, including revenue. Every aspect of the marketing and PR activities I execute reflects this,” she explains. This emphasis on the fundamentals of business operations has remained a constant in her approach to marketing and communications, ensuring that every campaign or initiative is underpinned by a solid understanding of revenue generation and customer experience.

Working across different brands within the luxury segment has exposed Rausha to a variety of operational philosophies and management styles. “I am grateful to have worked in different brands within the luxury segment; some are more corporate, whilst others are family businesses, with flat and vertical hierarchies and even different concepts from barefoot luxury to French glamour,” she shares. These experiences have allowed her to adopt a flexible leadership style, one that is tailored to the distinct goals and cultures of each brand.

Her work with various properties has provided her with insights into different business models and customer expectations. The diversity in operational structures – from highly formal corporate settings to more relaxed, family-run environments – has been instrumental in developing her adaptive approach. In each case, the emphasis has been on understanding the unique elements that contribute to a brand’s identity and aligning marketing and PR strategies accordingly.

Rausha’s long-standing connection with the Maldives has informed much of her professional focus. Reflecting on her early impressions of the country’s tourism potential, she observes, “I was fascinated by the industry, and I still am; from simple islanders depending on fishing to having world-class architects building overwater villas and underwater restaurants, the Maldives has transformed itself in a short period of time.” Her reflections capture not only the physical transformation of the islands but also the evolving range of offerings that now cater to a broader demographic.

The Maldives has grown from a destination associated primarily with the sun and sea into a region that now encompasses diverse experiences. “It used to be a sun and sea destination but now it caters to all profiles, from solo travellers to multi-generational families,” she notes. The evolution of the tourism landscape in the Maldives has required stakeholders to continuously adapt, and Rausha has been at the forefront of this shift. Her insight into the changing demands of travellers has helped her steer marketing and communications strategies that highlight both the natural beauty of the islands and the varied experiences on offer.

In her current role at JOALI, Rausha has been tasked with enhancing the brand’s profile and ensuring it stands out in a competitive market. JOALI is positioned uniquely within the ultra-luxury segment of the Maldives, a market traditionally dominated by brands with decades of experience. “JOALI is a very special brand, born with the intention to create a brand with a soul. There is a strong vision from our owners that has led to successful positioning within the ultra-luxury segment in the Maldives,” she explains.

The brand’s distinctive ethos is further enriched by its leadership. With a female entrepreneur at the helm and a commitment to maintaining a high ratio of female staff – an achievement recognised by the Ministry of Tourism – JOALI resonates with Rausha’s personal beliefs. “I am delighted that, as a local female, I am empowered to contribute to the success of such a brand,” she states. Her leadership style is shaped by both her diverse experiences in the industry and her commitment to the values that underpin JOALI.

JOALI Maldives distinguishes itself with an emphasis on art and immersive cultural experiences. The resort features over 18 interactive art installations and experiences that span ceramic arts, edible art, and modern technologies such as virtual and augmented reality. In contrast, JOALI BEING focuses on wellbeing, offering 39 transformational spaces that host a range of experts from naturopaths and nutritionists to practitioners of Ayurveda and Chinese Traditional Medicine. These unique offerings underscore JOALI’s commitment to crafting experiences that are both meaningful and enduring. “We believe in crafting experiences that are timeless; rather than following trends and fads, meaningful experiences shape the brand,” she asserts.

As travel trends continue to evolve, Rausha’s approach to marketing and PR reflects a keen awareness of the changing needs of today’s travellers. Modern visitors to the Maldives are not solely motivated by the prospect of sun and sea; they are looking for experiences that encompass culinary exploration, art, family activities, sports, water sports, and overall wellbeing. “Travel has evolved drastically, people are seeking more meaningful and deeper travel experiences,” she observes.

This shift has influenced how JOALI positions itself within the market. By offering unique, immersive experiences that go beyond traditional luxury, JOALI aims to cater to a diverse clientele. For instance, families can engage with art installations that are interactive and educational, while individuals seeking wellness can access specialised programmes at JOALI BEING. This dual focus on art and wellbeing is a response to the broader industry trend towards holistic travel experiences, where the journey itself is considered as important as the destination.

Rausha’s strategic perspective on travel trends ensures that JOALI remains competitive in an increasingly dynamic environment. Her approach underscores the importance of innovation and responsiveness in the face of changing market demands. “Meaningful experiences shape the brand,” she reiterates, highlighting the need for a consistent focus on creating lasting impressions rather than merely chasing trends.

Looking ahead, Rausha remains optimistic about the future of the Maldives as a leading destination for luxury tourism. She recognises that the country has managed to carve out a niche for itself on the global stage, driven by its natural beauty, commitment to privacy, and high standards of luxury. “The Maldives is the world leader in luxury tourism. People travel here for its beauty, nature, privacy and luxury,” she comments.

However, she is also aware of the challenges that lie ahead. The rise of competing destinations means that maintaining the Maldives’ competitive edge will require ongoing innovation and careful management. “We have organically adapted to these demands through the years. Maldives as a destination will thrive; however, measures are required to protect its positioning, such as with the rising competition from other destinations,” she cautions. This balanced perspective underscores the importance of continuous improvement and strategic planning within the industry.

Winning the Hotelier Maldives Awards 2024 as the PR and Communications Personality of the Year stands as a significant milestone in Rausha’s career. Recognising her contributions in a field that offers limited individual accolades, she regards the award as both a personal achievement and a source of inspiration for others. “I am proud to have won the Hotelier Maldives Awards 2024 as the PR and Communications Personality of 2024. What makes it special is that it’s reader-based, which truly helps individuals value this recognition,” she explains.

This award, given its focus on the reader’s vote, carries a particular resonance in an industry where peer and public recognition are highly valued. For Rausha, the award is not merely an acknowledgement of past achievements but a motivator for future endeavours. Her journey through the hospitality sector has been one of perseverance and learning, evolving from a role in reservations to a leadership position where she influences strategy and brand perception.

“When I first entered the industry, it was not a place for just women but also for those who were educated. There was a social stigma, and I have seen over the years more graduates joining as this is one of the only industries that brings international brands into one sector, meaning opportunities to excel are boundless.” Her reflection offers a window into the broader evolution of the industry, where the barriers that once existed are gradually giving way to a more inclusive and dynamic environment.

Rausha’s experience has positioned her as a role model for women aspiring to succeed in the tourism sector. Addressing women already in the industry as well as those who hope to enter it, she offers both congratulations and practical advice. “Women working in the tourism sector, I would congratulate them for choosing such an amazing industry,” she says.

Her message is straightforward: the industry offers a broad range of opportunities, whether one’s interests lie in marketing, culinary arts, service, sustainability and quality assurance, or human resources. “For those aspiring, this industry provides endless opportunities for those who seek. Set your goals – there is something for all and with the diversity and innovation in the industry, you can achieve anything,” she advises. Her words resonate as a call to action, encouraging aspiring professionals to pursue their ambitions with focus and determination.

Rausha’s journey through the hospitality industry reflects a commitment to learning, adaptation, and leadership. Her path, which began with the fascination of a five-year-old and evolved into a career spanning multiple renowned properties, is a testament to the value of diverse experiences and continuous improvement. Whether it is through her work at JOALI or her contributions to the broader Maldivian tourism sector, she has consistently demonstrated a commitment to fostering meaningful experiences for travellers.

In her role as Cluster Director of Marketing & PR, she not only promotes a brand but also upholds the values of innovation, inclusivity, and authenticity. These values are mirrored in JOALI’s approach to both art and wellbeing – a combination that sets the brand apart in a competitive market. Her leadership in an environment that values creative expression and healthful living speaks to a broader trend in the industry, one that recognises the importance of providing experiences that enrich the mind and body.

As the Maldives continues to evolve as a premier destination for luxury tourism, team members like Rausha play a crucial role in shaping its future. Her insights into the changing landscape of travel – from the incorporation of art and culture to the integration of wellness practices – provide a blueprint for how luxury resorts can adapt and thrive.