SHAREEF ELIAS KHAROUBA Director of Sales and Marketing, Erbil Rotana
WHY DID YOU DECIDE TO PURSUE A CAREER IN HOSPITALITY? Being a hotelier is not a job, it is a lifestyle and I am content with that lifestyle. I can combine drawing a map for a hotel opening in sales and marketing in the morning; have lunch with corporate executives from the several market segments; and welcome high-level dignitaries including presidents and prime ministers in the afternoon. I am always delighted when I hold training and discuss strategies with my team. My nights are always occupied with PR events plus I have a busy travel schedule on top of that.
WHAT ARE YOUR CURRENT JOB RESPONSIBILITIES? In brief, I am responsible for achieving overall revenue targets. This is done through extensive marketing and sales strategies and tactics. As a Rotana executive committee member, it is my job to share objectives that will drive the success of the vision set. I always look at three com- ponents – consistency in marketing and sales, top service and product delivery and proper revenue management.
DESCRIBE YOUR TYPICAL DAY I am an early bird yet a ‘bat man’. I start my day with some light training, reach my office at about 8am and then check my urgent emails only as my ‘power breakfast’ is a must and can’t be missed. Meetings and decisions regarding marketing, sales, conference
and events and revenue take up a large share of my day. I try to get off work around 7.30pm for a gym session followed by a PR event or an invitation for dinner and drinks. It is a must that I watch TV and read before I sleep.
WHAT ARE YOUR AMBITIONS? On a personal level, I still want to own a little house in Kensington, London! On a business level, I would like an area role in the coming two years followed by a corporate role in the next three to five years.
WHAT ARE ERBIL ROTANA’S KEY SELLING POINTS? Erbil Rotana is a jewel in an upcoming area called Kurdistan – Iraq. Location, facilities, services, marketing consistency are all key sell- ing points. In the past six months of operations, we have certainly set international standards in hospitality for the country. We are talked about everywhere and I often meet clients and guests who do not believe there is such a hotel in the area. Our human resources are the key to our success and most cer-
tainly a key selling point plus the variety of cuisine on offer makes Erbil Rotana the place to dine for local and international societies. A combination of extensive conference and events facilities and a strong events team drives meetings business to the property.
HOW IMPORTANT IS THE MEETINGS INDUSTRY TO YOUR HOTEL? It contributes strongly in a region where meetings and confer- ences are a must. We at Erbil Rotana ensure every meeting is successful and memorable.
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WHAT ARE YOU DOING TO ATTRACT THIS MARKET? Our marketing strategy was to promote Erbil Rotana as ‘the’ meet- ing venue in Erbil whether for 10 or 900 people. We used several advertising and PR channels at the beginning and then moved onto participation at trade shows and taking regional sales and marketing trips. Promotions will take place soon and shall be targeted per industry. We are very well aware of all industries in Erbil and we use our knowl- edge to promote our services and facilities.
WHAT DOES ERBIL AND THE KURDISTAN REGION OFFER THE MEETINGS INDUSTRY? The city is developing fast and it’s the government’s objective to attract as many meetings as possible on all levels. We share this vision and we promote the region and Erbil Rotana in all key feeder markets. There is a brand new airport and more traffic rights for airlines
are being granted. There are four official international exhibitions in Erbil every
year that attract a good number of industry leaders, in addition to a number of international events that are held on a United Nations and government level. There are still many areas to cover but this is a good start.
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