Stirling Hospitality Advisor

Stirling Hospitality Advisors (SHA), one of the leading boutique advisory institutions in the region and the advisory arm of Ras Al Khaimah Hospitality Holding (RAKHH), offers a wide range of services, including developing comprehensive tourism destination strategies and activation plans, advisory and asset management.

Responsible for asset management of the hotel and resort portfolio valued at over USD 1.25 billion, SHA works across various stakeholder types ranging from governments, real estate investment trusts, and sovereign wealth funds to banks, family offices and master developers.

As a subsidiary of RAKHH, the consultancy played an instrumental role in developing Ras Al Khaimah (RAK) into a world-renowned tourist destination for active and family tourism. In the past 5 years, SHA has consulted on close to 30 projects in the northern emirate, including hotels, luxury resorts, and experiential camps, further cementing RAK’s position as an attractive real estate and hospitality investment hub for hotel groups and investors.

Following a proven track record of successful project delivery under RAKHH, SHA has been appointed to offer professional pre-opening and asset management services for a number of upcoming projects across the GCC, in key markets including UAE, Oman, and the Kingdom of Saudi Arabia. To date, the firm has participated in the pre-opening and opening of 10 hotel projects across its regional portfolio, showcasing its superlative industry experience in successfully transitioning hotels from concept development to operational.

Saudi Arabia presents a tremendous development opportunity in the region as it sets to attract 100 million visitors by 2030. With its vast landscape and diverse sites, the kingdom is launching cutting-edge giga- and mega-projects and quickly moving from the phase of creating visions to building strategies. Being deeply rooted in the destination development and tourism and hospitality advisory sector, Stirling Hospitality Advisors holds a unique positioning to support partners to future-proof their business models and take their projects to the next level of tactical steps and implementation plans.

Today, SHA is working closely with governmental entities, family offices and private investors in Saudi Arabia, assisting with different stages of several projects, ensuring the objectives of the destination or a project are achieved. In the capital alone, SHA expects to see the supply of hotel rooms increase tenfold in the next eight years. For the next decade, SHA envisions private developments to pop up around the bigger Saudi government-sponsored and led projects, creating a holistic destination that offers great diversity.

“The GCC region is an exciting market right now because it sits at the intersection of everything innovative and forward-thinking in hospitality and tourism. The approach to reinventing the industry is spread across the board – from updating the business models relying on cutting-edge IT, and stunning the public with the most up-to-date designs and building technologies, to reinventing the concepts that sometimes blow your mind away in their seeming improbability. We are very happy to be at the epicentre of it all and continue to evolve this dynamic industry.” – concluded Tatiana Veller, Managing Director, Stirling Hospitality Advisors.

About Stirling Hospitality Advisors
A subsidiary of Ras Al Khaimah (RAK) Hospitality Holding, Stirling Hospitality Advisors is one of the leading boutique advisory institutions in the region. Headquartered in RAK, Stirling Hospitality Advisors offers clients a wide range of services, including developing comprehensive tourism destination strategies and activation plans, advisory and asset management. Stirling Hospitality Advisors is responsible for a hotel and resort portfolio valued at over USD 1.25 billion, for clients across various sectors: governments, real estate investment trusts, sovereign wealth funds, banks, family offices and master developers.

Holding a unique position in the industry, Stirling Hospitality Advisors shares the perspective of government, investor, owner, operator, asset manager and consultant, offering its clients long-term trusted relationships and focused expertise, and accompanying each project throughout its entire lifecycle. With a proven track record of successful project delivery, it has been instrumental in transforming RAK into a world-renowned touristic destination for active and family tourism.

Stirling Hospitality Advisors’ team of experts has over 150 years of combined hospitality experience, currently asset managing over 3,500 hotel rooms in three countries, and has supported clients in over 120 cases of hotel and destination concepts, feasibility studies, market studies, strategies and highest-best use analyses.

To Join Tatiana Veller, Managing Director, Stirling Hospitality Advisors, register here: https://bit.ly/3IM74xn

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Ayman Alwaleedi is the Project Development Executive Director for The Rua Al Madinah holding Company (RUM-H), a closed joint stock company wholly owned by the Public Investment Fund (PIF), Saudi Arabia’s sovereign wealth fund. Overseeing the development and execution of program and project management for a new hospitability destination in Al Madinah Munawara City as part of the Kingdom’s Vision 2030.

Brining more than 17 years of experience in project development, Design Management, Master Planning, Facility, and Operation. Knowledgeable in managing and developing the design and delivery duties by leading project development, planning, design, and commercial team and ensuring proper project execution through monitoring project stage gates to ensure high-end and on-time delivery. Demonstrated excellence in controlling projects & programs right from inception to completion, ensuring compliance in terms of quality, standards, and materials and alignment with agreed metrics, business objectives and environmental sustainability standards. Expertise in managing global consultants to set up environmental sustainability standards, project constructability, OSM, independent commissioning agent, site supervision, executive design, landscape and permitting. strong relationship management & communication skills with an ability to serve as a role model.

Previous positions include Project Delivery Director at the Red Sea Global for establishing Program Delivery Office & Project Control function including Risk, KPI, Digital Delivery, reporting, BoD reports and Governance, Risk & Compliance management. He worked as Director of Project Management Office (PMO) at MoH to build up a methodology of project and initiatives management, and Program Director of Tatweer Building Company, leading and delivering construction and facilities programs. As Director of Project Management Office (PMO) at KACST, I am responsible in creating and implementing projects strategy across several sector. Prior to this, held senior positions at Industrial Clusters and National Guard.

Furthermore, a member Committee Member of several committee at Riyadh Chamber, Facility and Hospitality Training Center (FHM) and Saudi Umran Society for Facility Management. In addition, he is certified on PMP, RMP, FMP & PMOC and holds a BSc Mechanical Engineering from the King Saud University, KSA. He carried his MSc and PhD degree in Project and Facility Management field from Heriot-Watt University,

Phillip J. Jones joined the Royal Commission of AlUla (RCU) in May 2019 as the Chief Destination Marketing and Management Officer. In this role, Jones actively drives the strategy for the development, promotion, expansion, and reputation of AlUla as a global tourism brand and destination in line with RCU’s strategic objectives. Jones led the RCU team to create the “Experience AlUla” website, which is the first official website for the destination of AlUla. Jones is currently leading the efforts to develop the brand identity for Experience AlUla. In addition, Jones was part of the RCU team that launched AlUla, Wonder of Arabia, the first major exhibition to present AlUla’s spectacular nature, archaeological treasures and cultural heritage at the Institut du Monde Arabe in Paris, France, supported by the first advertising campaign to introduce the destination to the global travel market. Also he is leading the AlUla season for the second time.

Prior to his role at the Royal Commission of AlUla, Jones served as the President and CEO of VisitDallas in Dallas, Texas USA from 2003 to 2019.

At the time of Jones’ departure, Dallas ranked No. 5 on Cvent’s list of the Top 50 Meeting Destinations in the United States for 2019 and claimed Dallas as the only Texas destination ranked in the Top 10.

Other significant VisitDallas achievements under Jones’ 16-year leadership included:

Convention Center Hotel: Jones and the VisitDallas team were instrumental in the opening of the city’s first attached convention center hotel, including a successful city campaign, voter approval, construction and continued operational success of the 1,001-room Omni Dallas Hotel. Since its debut in November 2011, the hotel has exceeded sales and revenue projections and enhanced the city’s efforts to attract large citywides and additional room night bookings.

Dallas Tourism Public Improvement District (TPID): The state’s first Tourism Public Improvement District was championed by VisitDallas and approved by the State of Texas legislature and City of Dallas. The TPID enables Dallas hotels with 100 rooms or more to assess a two percent guest fee dedicated to marketing the city for business and leisure travel.

Dallas Sports Commission: Announced in October 2014, the Dallas Sports Commission is dedicated to expanding the organization’s revenue-generating opportunities, portfolio of events, partners, expertise and brand visibility by hosting top amateur and professional sports championships and events.

Experience Department: In 2016, VisitDallas launched a Customer Experience department led by a Chief Experience Officer, the first such position in the country at a destination marketing organization. The department has created a renewed, reenergized and resounding focus on elevating the Dallas customer experience. In 2018, the organization announced plans to develop a new Dallas Experience Center, currently under development with completion expected in three years.

Prior to joining VisitDallas, Jones served as Secretary of the Louisiana Department of Culture, Recreation and Tourism. He previously served as Director of Legislative/Intergovernmental Affairs for the U.S. Department of Commerce’s Travel and Tourism Administration in Washington, D.C., where he helped organize and was a lead spokesman for the inaugural White House Conference on Travel and Tourism.

In 2017, Jones served as chairman of the Professional Convention Management Association (PCMA) Education Foundation, the world’s largest, most respected and most recognized network of business events strategists with more than 7,000 members in 37 countries located in North America, Europe, Asia, the Middle East, Australia and New Zealand.

An avid triathlete, Jones has completed multiple IRONMAN competitions around the world, including 20 half IRONMAN races and 19 full IRONMAN races before qualifying for the IRONMAN World Championships in Kona in 2015.

Jones and his wife of more than 30 years, Denise, have two adult children – Phillip, Jr. and Laura Elizabeth.

From developing new tourism destinations to ensuring that Dubai proactively develops its hospitality capacity, Yousuf Lootah is entrusted with one of the most exciting and diverse mandates in the Department of Economy and Tourism (DET). As acting CEO of the Corporate Strategy and Performance sector, Yousuf has lead DET’s “destination development from a tourism perspective” since 2014.

At DET, Yousuf has been utilising his extensive experience in strategic planning, investment management and business development to help develop innovative strategies and initiatives aimed at further enhancing Dubai’s position as a ‘must-visit’ sustainable tourism destination. This includes incentivising mid market hotels to open in Dubai to a Dubai Hotel Capacity plan to enable Dubai to host the guests of Expo 2020 and beyond.

Launched by DET to support and encourage hotels to actively drive sustainable tourism practices, Yousuf also leads the Dubai Sustainable Tourism (DST) initiative. To ensure the success of DST, he has helped develop the annual Dubai Sustainable Tourism Awards to reward hotels that have gone the extra mile and implemented environmental practices, in addition to the development of the 19 Sustainability Requirements and Carbon Calculator – that will support hotels in managing their energy consumption .

Yousuf has played a key role in conceptualising and facilitating the launch of ‘Dubai Can’ – a citywide sustainability initiative to encourage UAE residents and tourists to turn the tide on plastic, and inspire mass action to actively reduce the use of single-use plastic bottles.

Yousuf has been instrumental in shaping the Intelak Hub, which features three programmes – Intelak Incubator, Idea Lab and the Futurism Accelerator – to support ideation and early and late stage start-ups in the aviation and tourism sector. The Intelak initiative was launched in partnership with Emirates Group, Accenture, Amadeus and Microsoft. The four co-founders work towards ensuring an integrated and inclusive programme to explore and nurture the industry’s most visionary start-up entrepreneurs.

Yousuf also plays a pivotal role in the recently launched Retire in Dubai programme that offers resident expatriates and foreigners aged 55 and above the opportunity to retire in Dubai and enjoy the emirate’s distinctive lifestyle. The Retire in Dubai programme is being implemented in collaboration with the General Directorate of Residency and Foreigners Affairs (GDRFA-Dubai).

Cultural Tourism is also a key focus for Yousuf and his team, overseeing many of the developments made successful through private and public sector collaboration including the regeneration of the Dubai Historical District and Al Shindagha Museum, as well as projects such as ‘Visit Hatta’ and Al Marmoom Desert Reserve.

Yousuf is an MBA graduate of the London Business School and holds a Bachelor of Science degree from