Nina Mohamed: Marketing luxury hospitality

Nina Mohamed, the Director of Marketing and Communications at Mövenpick Resort Al Marjan Island, is a distinguished leader with over 13 years of experience in the hospitality industry. Her journey from an Assistant Marketing Communications Manager to her current leadership role is a testament to her dedication, creativity, and strategic acumen.

Nina’s passion for the hospitality industry was ignited by its dynamic and ever-evolving nature. Reflecting on what initially drew her to this field, Nina shares, “The opportunity to create memorable experiences for guests while working in a field that blends creativity with strategy was truly appealing.” This blend of creativity and strategic thinking has been a driving force throughout her career, shaping her approach to marketing and communications.

Her career began as an Assistant Marketing Communications Manager, where she honed her skills in brand positioning, digital marketing, and content creation. Over the years, Nina’s career evolved as she took on increasingly challenging roles across various locations, each offering unique insights into the global hospitality landscape. From the vibrant paradise of the Maldives to the bustling cityscape of Singapore and the culturally rich Middle East, Nina’s international experience has shaped her approach to marketing, enabling her to craft strategies that resonate with both local and international audiences.

As the Director of Marketing at Mövenpick Resort Al Marjan Island, Nina’s role is centred around shaping and executing the overall marketing strategy to ensure the resort’s brand is well-positioned in the competitive hospitality landscape. Since the resort’s opening nearly two years ago, a key focus has been on establishing it as the go-to weekend destination for residents across the UAE and the broader GCC region.

“My main responsibilities include driving brand awareness, crafting impactful digital and traditional marketing campaigns, and ensuring our messaging resonates with our target audiences,” Nina explains. By leveraging a mix of innovative marketing techniques, strategic partnerships, and exceptional content, Nina and her team have successfully elevated the resort’s profile, making it synonymous with luxury, relaxation, and unforgettable experiences.

One of Nina’s significant achievements has been solidifying the resort’s presence as a preferred getaway destination, particularly for UAE and GCC residents seeking a blend of serenity and luxury. Through curated social media strategies, engaging PR campaigns, and collaborative influencer partnerships, Mövenpick Resort Al Marjan Island has become a must-visit spot, especially for weekend escapes.

Branding and positioning in the luxury hospitality sector require a nuanced approach that is distinct from other industries. According to Nina, “In luxury hospitality, the brand is not just about the product or service but about the entire experience we provide to our guests. It’s about creating an emotional connection and delivering a level of personalised service that goes beyond expectations.”

At Mövenpick Resort Al Marjan Island, branding and positioning are about establishing an identity that exudes elegance, exclusivity, and relaxation. Nina emphasises the importance of carefully curating messaging to align with the aspirations of the target market, ensuring that every communication reinforces the luxury and tranquility that guests expect. This involves a strategic blend of visual aesthetics, storytelling, and exceptional service standards that together create a strong brand promise.

Nina’s previous experience in the media industry also provides her with a unique perspective on branding. While media branding focuses more on content, engagement, and immediacy, luxury hospitality branding is more proactive and experience-driven. “The key difference lies in the level of personalisation and experiential focus in luxury hospitality branding compared to the content-driven, rapid-paced nature of media branding,” Nina notes.

Throughout her career, Nina has led numerous successful campaigns, but one that stands out is a co-branded event with Jo Malone CBE for the launch of a fragrance under the Jo Loves brand in Oman. The event, held at Shangri-La Al Husn, a luxurious adults-only resort, was a remarkable success. “The impact of this campaign on the brand was significant. It not only positioned Shangri-La Al Husn as a premier destination for luxury and exclusivity but also reinforced the brand’s association with high-profile, globally recognised luxury brands,” Nina recalls.

This event was a testament to the power of strategic partnerships and the importance of creating memorable, immersive experiences in the luxury hospitality sector. The success of the campaign was reflected in the extensive media coverage it received, the positive feedback from guests, and the enhanced brand perception among the target audience.

In hospitality, challenges and crises are inevitable, and they often test both leadership and adaptability. One significant challenge Nina faced was during the COVID-19 pandemic, which profoundly impacted the hospitality industry. “Our management team quickly realised the need for flexibility and collaboration. We made the strategic decision to focus initially on transit passengers and group bookings, adapting our approach to fit the new reality,” Nina shares.

The pandemic underscored the importance of agility, clear communication, and a customer-centric approach. Nina and her team pivoted from traditional messaging to emphasise safety, flexibility, and reassurance, developing campaigns that highlighted strict hygiene protocols and promoted staycations and local experiences.

As a leader, who is the first Maldivian to be listed in Hotelier Middle East Marketers Powerlist 2024, Nina places a strong emphasis on fostering creativity and innovation within her team. She focuses on creating an environment where team members feel empowered, valued, and inspired. “I encourage open collaboration, promote a growth mindset, provide inspiration, grant autonomy, recognise achievements, and create a safe space for innovation,” Nina explains.

This approach has not only led to the development of innovative marketing strategies but has also contributed to the overall success of Mövenpick Resort Al Marjan Island. Nina’s leadership style is characterised by her commitment to nurturing curiosity, collaboration, and continuous learning, ensuring that her team stays ahead of the curve and delivers unique, memorable experiences for guests.

Outside of work, Nina is passionate about fitness, a pursuit that has been a significant part of her life for over 20 years. Before moving to the Middle East, she was a fitness instructor in the Maldives, teaching clients part-time during and after her higher studies. Fitness has instilled in Nina the discipline, focus, and energy that have had a profound influence on her professional journey. “Fitness continues to help me stay centred and energised, which is crucial in managing the demands of a career in hospitality marketing and communications,” she says.

Striking a balance between her demanding work life and personal life requires careful prioritisation and time management. Nina emphasises the importance of setting clear boundaries, delegating tasks, and disconnecting during personal time to recharge and stay motivated.

For young women aspiring to pursue a career in hospitality marketing and communications, Nina offers valuable advice: “Embrace every opportunity with confidence and curiosity. This industry is dynamic and requires both creativity and resilience, so be prepared to learn continuously and adapt to new challenges. Build a strong network, seek out mentors, and never hesitate to push boundaries.”