MARHABA

Table Of Contents

Area General Manager, Operations of Shangri-La Dubai Message

New Management

New Interns

Learning & Development

Awards & Accolades

Celebrations

Activities

Guest Engagement Scores

Hakan Ozel Area General Manager, Operations of Shangri-La Dubai DIFFERENTIATION: KEY TO SUCCESS IN LUXURY BUSINESS Introduction Luxury brands are facing a challenge of differentiation in markets that are saturated with similar products and services. Customers are becoming more discerning and demanding as they travel and experience a lot, and they expect more than just quality and exclusivity from luxury brands. They want to connect with the brand's story, values, and purpose, and they want to have a personalized and memorable experience. To be successful in luxury business, brands must retain loyal customers, which is the base of business, and bring new customers to support overall success and grow further. If one of them is missing, the enterprise will suffer. How can luxury brands create differentiation in this context and retain their loyal customers while attracting new ones? Differentiation is one of the important strategic elements to consider. Differentiation strategies for luxury brands Differentiation is the process of creating a distinctive and attractive position for a luxury brand in the minds of the customers relative to the competitors. This differentiation can be based on various factors, such as product features, design, innovation, service, price, distribution, communication, or social responsibility. Differentiation must envelope all these factors in luxury business at the same time. For any reason, if an organization focuses on only one or couple factor, such as service without considering the other factors, it is high likely that the strategy, subsequently business will fail.

For luxury brands, differentiation is essential to maintain their premium image and value proposition, and to avoid commoditization and imitation. Some of the differentiation strategies that luxury brands can adopt are detailed as below:

• Product differentiation: Luxury brands can differentiate their products by offering unique and innovative features, designs, materials, craftsmanship, or customization options. Some luxury brands are known for their handcrafted leather goods, each of which is made by a single artisan and bears his or her signature. Some watch brands and manufacturers are renowned for their precision, durability, and pass-to-next generation relevance as they offer a variety of models and styles to suit different tastes and occasions. Some luxury fashion brands are famous for their iconic trench coats, which they constantly reinvent with new fabrics, colours, and patterns. • Service differentiation: Luxury brands can differentiate their services by providing exceptional and personalized customer care, before, during, and after the purchase. Some luxury fashion brands offer concierge services that can arrange travel, accommodation, and entertainment for their customers. Some provide beauty consultation services that can help customers find the best products and techniques for their skin type and preferences. Some jewellery brands offer a lifetime warranty and free cleaning and repair for their jewellery. • Price differentiation: Luxury brands can differentiate their price by charging a premium that reflects their quality, exclusivity, and prestige. For example, some automobile companies charge high prices for their cars, which are limited in production and highly coveted by collectors and enthusiasts. Some luxury fashion brands charge high prices for their clothing and accessories, which are made with the finest materials and craftsmanship, and are often endorsed by celebrities and influencers. Some Champagne brands charge high prices for their products, which are produced from the best grapes and aged for a long time and are associated with celebration and sophistication. • Distribution differentiation: Luxury brands can differentiate their distribution by choosing selective and exclusive channels that enhance their image and accessibility. Some luxury fashion brands sell their products only through their own boutiques and selected department stores, which are designed to reflect their aesthetic and identity. Some watch brands and manufacturers sell their products only through their own boutiques and authorized dealers, which are located in the most prestigious and affluent areas. Some luxury electronic brands sell their products through their own stores and online platforms, which are designed to provide a seamless and interactive experience.

• Communication differentiation: Luxury brands can differentiate their communication by creating a distinctive and consistent brand identity, voice, and story, and by using various media and platforms to engage and inspire their customers. For example, some luxury fashion brands create a distinctive brand identity by using their signature colours, fonts, and motifs, and by collaborating with artists and celebrities. They also use various media and platforms, such as magazines, social media, podcasts, and exhibitions, to tell their brand stories and showcase their products and values. Some luxury garment brands create a consistent brand voice by using their slogans and their logo, and by promoting their mission of empowering the end-users. These brands also use various media and platforms, such as TV, online, events, and communities, to engage and inspire their customers and to showcase their products and innovations. • Social responsibility differentiation: Luxury brands can differentiate their social responsibility by demonstrating their commitment to ethical, environmental, and social causes, and by involving their customers and stakeholders in their efforts. Some luxury brands are committed to ethical and sustainable fashion, and they use only organic, recycled, or cruelty-free materials for their products. They also educate and encourage their customers and stakeholders to adopt a more conscious and responsible lifestyle. Some brands ae committed to environmental and social activism, and they donate a certain percentage of their sales to environmental organizations. They also educate and encourage their customers and stakeholders to join their campaigns and initiatives to protect the planet and its people. Conclusion Luxury brands need to create differentiation in order to stand out in a competitive market and to meet the changing needs and expectations of their customers. Differentiation can be achieved by offering unique and innovative products, exceptional and personalized service, premium and justified price, selective and exclusive distribution, distinctive and consistent communication, and ethical and sustainable social responsibility. By creating differentiation, luxury brands can enhance their brand equity, customer loyalty, and competitive advantage.

New Management

Joel D’Silva

Pastry Chef

Why hospitality and how did you start? I always wanted to travel the world, meet different people, and experience different cultures. I completed my education in Hospitality from IHM Chennai, India. Then started my career as a Commis 3 in a restaurant, it was a challenge, but it was all worth it. I used to multitask between both the operations bakery and pastry, I always wanted to learn more, and my curiosity has made me stay on my toes always . What do you enjoy most about your work? I love the process of pastry creation, teaching and developing individuals to be successful pastry chefs . What are your hobbies and what do you like to do on your days off? Hobbies–Football, read a comic Book, PlayStation, very important is all the Liverpool and Real Madrid games. On my day off, I usually spend time with my wife and call my friends or watch a good movie . Any words of wisdom regarding career that you can pass to our colleagues? As a chef to the budding young chefs “Be patient -you will achieve it when the time comes, put in all your hard work and you will achieve success.”

New Interns

Naina Singla

Shreya Suresh

Clara Lunot

Elif Selin Tasdemir

Ines Pereira Strasters de Lacerda Leitao

HR Intern

Naina Singla

Greetings! I am 20 years old currently studying at Les Roches, Marbella. I love travelling and exploring new cultures and love going to the beach specially for diving! I enjoy playing sports!

What is your go-to Karaoke song?

Party in the U.S.A

What is your favorite cuisine ?

Thai

What is your favourite brand?

Bershka

Do you have pets? Yes! One cat named Mew

How many schools have you been to?

How many cities have you lived in? Mumbai, Bangkok, Sinagpore, Dubai, Delhi, Marbella, London

Guest Relations Intern

Elif Selin Tasdemir

Hello, I am Selin from Turkey. I am a 22 years old university student. I love to experience different cultures and travel.

What is your favourite city in Turkey?

My favorite city in Turkey is Istanbul

How many languages can you speak ? I know Turkish and English, but also trying to learn Spanish

What is your Favorite car?

Alfa RomeoDo

Do you prefer coffee or tea?

⁠I prefer Turkish Tea

What is your dream job? Having my own events business

Who is your favourite singer/ band?

⁠The Weeknd

Culinary Intern

Shreya Suresh

I’m Shreya, and I’m from India. I love going out, creating memories whether it be good or bad , love travelling and cooking food.

What is your favourite dish to make?

Steak

Which is your favourite restaurant in Dubai ?

Taza

What is the one superhero power you wish to possess?

To be able to read minds

What is your go to inspirational quote? “You can’t make the wind stop but you sure can control the sail”

What is your favourite dish to eat ?

Caesar Salad

What is your favourite colour ?

White 🤍

Guest Relations Intern Ines Pereira Strasters de Lacerda Leitao Hello, my name is Ines and I'm 22 years old. I'm from Portugal and I've got a degree in Marketing and Advertising as well as a master's in international hotel management. I've just started my career in Hospitality with the aim of one day opening something of my own.

What is your favourite Tv show ? How I met your mother

What is your go-to karaoke song? Chica Ideal

What is your favourite thing to do in Lisbon? Go to the beach

What is your favourite Portuguese dish? Bacalhau a bras

If you had to live in a fiction movie, which one would you choose? Murder Mystery

What is number 1 on your bucket list? Do an Interrail

Events Intern

Clara Lunot

My name is Clara, 20 years old French student in Hotel Management school. I love traveling around the world with my family to discover new places and cultures. I'm taking advantage of my internship to discover an area of interest to pursue my career.

What is number 1 on your bucket list? Visit Japan & Korea

What is your favourite moment in Shangri-La Dubai? The laughter and moments shared with my colleagues and seeing happy guests.

Do you practice any sports? I'm not very sporty but I did horse riding from age of 4 to 16.

Best place to visit in Dubai? JBR, with all the restaurants and shops next to the beach.

Name your favourite dish. Sushi as a main dish and French ''crepes'' as dessert

Learning & Development

Power Of Positive Performance

Junior Leaders Program

Orientation

City Tour as part of the Orientation

OKR session

Leadership Talks

Safaa School Immersion Program

SLDB welcomed Safaa school students to have a hotel immersion program. The immersion program offered an exciting opportunity for school students to dive into the world of hospitality, gaining practical experience and insights.

Macallan Workshop

20 A Macallan whisky tasting workshop was organized for our F&B colleagues with a Master trainer. The experience delved deeper into the whisky making process and a tutored tasting of their carefully crafted selection. During the workshop, the history and distilleries of Macallan were explored, with an emphasis on how the drink is made without destroying the environment.

JEN Maldives Malé by Shangri-La Taskforce

Our Assistant IT Manager, Mohamed Imran Khan supported HJMD on taskforce in May 2024.

Shangri-La Muscat Taskforce

Akshay Sharma, Butler supported SLMU as task force in April 2024.

Shangri-La Dubai Cross Exposure

The Sales & Marketing team were pleased to host Karim Chabibi, the Director of Business Development of Shangri-La Abu Dhabi, for a cross-exposure.

Hotel & Middle East awards Best Marketing & Best Lobby award We are delighted to share that we are the proud recipients of two awards, at the prestigious Hotel & Catering News Middle East Awards 2024. Hotel Category - Hotel Lobby of the Year People Category- Hospitality Marketer of the Year, Pramukshi J. S. Kariyawasam.

Mother's Day

Father's Day

Twice the Revelry - Hotel Anniversary & Wave Day by F&B

Hotel Anniversary Celebrations

Philippines National Day

Egypt National Day

SLDB Babies

Congratulations on your little bundle of joy.

Activities

Emirates Down Syndrome Visit

It’s heartwarming to see efforts to create inclusive and supportive environments for these remarkable individuals with down syndrome. The Emirates Down Syndrome Association is our EMBRACE partner.

Cooking Class with Emirates Down Syndrome Adults

A cooking class was arranged for adults with Down Syndrome facilitated by our chefs. They were guided on various cutting and cooking techniques. A braised beef, mashed potatoes, Thai papaya salad and mango sorbet was prepared by them under our chefs' tutelage.

Mental Health Awareness

Blood Donation Camp

Mangrove Tree Planting

Sharjah Classic Car Museum

We have introduced the concept of Social Clubs where individual club members come up with ideas and organize activities to engage colleagues. Explorer Club members arranged an excursion to the Sharjah Classic Car Museum, providing automobile enthusiasts the opportunity to explore the earliest models of cars, motorcycles, and bicycles.

Minute To Win It!

Explorer Club members arranged a Quiz where you could learn an interesting fact or two with our fun trivia.

Front Office Team Building

Chinese Art & Culture Exhibition Event

Bingo Night

For our monthly activity in the Colleagues' Accommodation, we organized a Bingo night in the Recreation room. Our colleagues enjoyed the game with soft drinks and snacks. The winner took away movie tickets.

Guest Engagement Scores

Problem Handling TARGET 2024 : 81.3% YTD 24 :83.44%

Overall Stay Experience TARGET 2024 : 91% YTD 24 :94.50%

Problem Free

TARGET 2024 : 78% YTD 24 :79.77%

Arrival Experience TARGET 2024 : 93.8% YTD 24 :93.75%

Service Attentiveness & Thoughtfulness TARGET 2024 : 94% YTD 24 :94.51%

Thank You See you in the next edition

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