LEADERSHIP | EXCLUSIVE INTERVIEW

“ When you look back , we all make a lot of mistakes , but sometimes when you have a certain vision and a certain direction , and it works , it ’ s a beautiful journey .”

FIVE LUXE launching on JBR That journey continues . With hotels on Dubai ’ s Palm Jumeriah and also in the city ’ s Jumeirah Village Circle , not to mention a property in Zurich , FIVE is taking things to another level with the launch of the FIVE LUXE property on Dubai ’ s prime JBR beach .

“ We ’ ve been running at over 90 % occupancy through the year and our rate has gone up 150 % since we started in 2018 , so obviously we are not able to cater to the demand our brand has ,” says Aloki .

“ I realised we had the opportunity to take it up a notch in terms of finishing . I ’ m not trying to change my customer base . I just believe our customers are more influential and have much more money than ever before .

“ The world has changed . I remember people in their 30s when they started making good money would want to save to buy a house – now they just want to rent and keep on moving every few years .”

It must be a challenge leading a hospitality business when you do not come from a hospitality background , so how does Aloki manage – what is his leadership style ?

He says he believes to be a leader you need to be both a student and a teacher . You need

The percentage of FIVE ’ s marketing budget allocated to digital marketing

Renewable electricity used to power FIVE hotels

The value of FIVE Holdings first green bond recently issued with Nasdaq Dubai

to know how to inspire , but you also need to know your job .

“ I ’ ve never believed in the carrot and stick approach . If you can inspire the team , you can bring out the best in them and that passion is why we can deliver better results . If I can inspire passion in people and what they ’ re doing , and I can keep my door open for them to come and talk to me any time , I ’ ve done my job .”

That ’ s his job as a CEO , but what expectations does Aloki have for the hotel staff ? Active on social media , Aloki can usually be found encouraging his team members to party with guests – something that would surely be frowned upon in certain hospitality circles . businesschief . ae 71