Women have been acknowledged as trailblazers in Middle Eastern society, politics, academia, and culture throughout history. The region’s progress and economy depends on their efforts, and their complete economic empowerment. Sara Abdulsalam exemplifies this pioneering spirit in the hospitality industry.

Sara Abdulsalam, Director of Marketing at Arabella Beach Hotel, began her illustrious 12-year career in the hospitality sector at Hilton Kuwait Resort. Subsequently, she has accomplished several accomplishments, such as spearheading the pre-opening and triumphant debuts of the Hyatt Regency Al Kout Mall, Grand Hyatt Kuwait, and, most recently, the Arabella Beach Hotel Kuwait Vignette Collection by IHG. In her role as Director of Marketing, Sara is developing creative, inventive initiatives that increase brand awareness and promote a happy and creative work atmosphere.

Embarking in an engaging interaction with Women Entrepreneur Review magazine, Sara shares the details of her journey as one of the influencing leaders in Middle East. Let’s delve into it.

What are some key areas of expertise you possess as a marketer?

My areas of expertise are social media, digital marketing, brand development, and strategic marketing strategy. I also create gripping storylines, carry out data-driven campaigns, and manage integrated marketing activities, customer connections, and event marketing for successful projects.

What are the primary roles and responsibilities you shoulder as the Director of Marketing for Arabella Beach Hotel?

Leading strategic and operational efforts to enhance our brand presence and driving business growth takes precedence. I develop and implement marketing strategies that align with the hotel's vision and goals, in executing innovative campaigns for brand awareness, guest engagement, and revenue growth. I conduct thorough market research to identify trends, target audiences, and competitive positioning, using data to inform our strategies.

Actively engaging in social media, SEO, and SEM campaigns to draw in new customers and keep the ones I already have, and building connections with the media, influencers, and stakeholders is another aspect of my job in public relations. Creating promotional ideas, organizing advertising campaigns, and working with the events team are important duties.

What are some of the most critical challenges you encounter as a marketer in today’s business climate? How do you overcome these roadblocks?

As a marketer, one has to face several hurdles. Rapid technology change requires me to stay abreast with knowledge and new technologies and this is addressed by attending industry conferences, and webinars, and working with tech-savvy colleagues.

I use data analytics and ongoing market research to modify our strategy to meet the changing consumer needs. Also, concentrating on distinctive value propositions and captivating brand tales to differentiate our services from those of our competitors is one of my important duties. Finally, to ensure open and prompt communication in the event of an emergency, I create thorough crisis management strategies.

What are some of the most significant professional wins you have achieved throughout your professional journey? What has your success mantra been over the years?

I have reached several milestones in my professional career. I began at Hilton Kuwait Resort, where I acquired fundamental skills and priceless industry experience. Overseeing Hyatt Regency Al Kout Mall's pre-opening marketing campaigns was something that helped to make the hotel a well-known travel destination. I was a major force behind marketing campaigns that greatly increased consumer interaction and brand awareness at Grand Hyatt Kuwait.

Specifically, I oversaw the pre-opening and launch of the Arabella Beach Hotel, which is a part of IHG's Vignette Collection, making sure it made a great first impression and was well-represented in the market.

That has always been my motto for success: ‘Passion, Persistence, and Innovation.’ The pillars of my work ethic have been maintaining my passion for it, overcoming obstacles, and never stopping looking for new solutions.

How do you foresee the Middle East’s marketing landscape evolving in the future? Which industry trends will create the most significant impact going forward?

The marketing landscape in the Middle East is expected to undergo significant change due to the swift progress of technology and the evolving habits of consumers. Through automation and AI-driven analytics, digital transformation will improve corporate engagement while increasing efficiency and customization. It will become crucial for organizations to use data to provide customized experiences and increase consumer loyalty through personalized marketing.

CSR and sustainability will become more popular as customers choose environmentally friendly companies. While influencer marketing will grow and become more prevalent, it will still be essential to provide high-quality content and captivating narratives to increase brand reach and trust. Businesses in the area will be more successful in the long run if they swiftly adopt these trends.

A business leader you admire: Queen Rania because of her commitment to education, women's rights, and humanitarian causes.

Advice for aspiring women entrepreneurs and business leaders: Believe in yourself and trust your abilities, as self-belief is the foundation of success.

Sara Abdulsalam, Director Of Marketing, Arabella Beach Hotel

Sara Abdulsalam graduated from Kuwait University with a bachelor's degree in Statistics and Operations Research. Her passion for marketing sparked during her school years led her to pursue a career in the field. Sara's analytical skills from her education and her creative drive have been instrumental in her success in the hospitality industry, where she excels in developing data-driven, effective marketing strategies. Sara is a travel influencer with Instagram and Tiktok account ‘inspired_ bysara’ and was chosen as one of the top 5 travel influencers in Kuwait.