Peter Roth of Jumeirah Al Qasr & Jumeirah Dar Al Masyaf On How To Create A Travel Experience That Keeps People Coming Back For More

An Interview With Savio P. Clemente

Offer the highest level of personalization and flexibility: Personalization and flexibility are crucial at resorts, as tailoring experiences to individual preferences through flexible itineraries and personalized recommendations enhances guest satisfaction. Guests often rely on concierge services to arrange bespoke dining, private tours, and special requests, ensuring a unique and memorable stay.

As part of my series about “How To Create A Travel Experience That Keeps People Coming Back For More”, I had the pleasure of interviewing Peter Roth.

Peter Roth is the Regional Vice President of Madinat Jumeirah Resort and the General Manager of Jumeirah Al Qasr and Jumeirah Dar Al Masyaf. He oversees the sprawling Madinat Jumeirah development, the largest resort in UAE spanning over 98 acres and encompassing Jumeirah Dar Al Masyaf, Jumeirah Al Qasr, Jumeirah Mina Al Salam, and Jumeirah Al Naseem. Leading a team of over 2,500 highly motivated employees, Peter has driven the properties to new heights by balancing operational efficiency with exceptional guest experiences. With over 30 years of experience in the luxury hospitality industry, Peter Roth is a seasoned ultra-marathoner, hobby photographer, and avid nonfiction reader. He has opened three hotels, developed F&B and spa concepts for five projects, and rebranded several hotels, implementing an innovative operating model based on the “power of experiences,” in addition to a novel communication platform focused on operational excellence that was rolled out globally .

Thank you so much for joining us! Can you tell us a story about what brought you to this specific career path?

I have always had an entrepreneurial spirit and keen interest in hospitality beginning as early as 18. The seed was planted by my father who traveled for work weeks at the time, upon his return he had so many stories to tell, and they made my appetite to see the world grow. Over the decades, my career has spanned distinct phases, or ‘chapters’. Initially, there was the Exploration phase, encompassing my early experiences across various companies, roles, and countries. Following that, The Basics, The Craft, Leadership 101 phase marked seven pivotal years with Four Seasons, during which I honed foundational skills and leadership skills. Subsequently, the MBA on the Job chapter unfolded over fifteen years at Hyatt, where I further refined my leadership capabilities within a prominent global hospitality company. Most recently, the Laser Focus, Applied Learning, and Finessing chapter has characterized my last two years at Madinat Jumeirah in Dubai, emphasizing concentrated learning application and strategic finesse.

Can you share the most interesting story that happened to you since you started your career?

When I first started my career, I applied for a position that felt quite ambitious given the company’s reputation, the role, and its location. Despite the challenges, I was thrilled to receive an invitation for a phone interview. I wanted to make a memorable impression, so I decided to take a bold step — I booked a flight and traveled 12 hours to attend the interview in person, even though the cost of the flight was higher than my monthly salary at the time. That decision paid off, and I ultimately secured the job. This experience taught me the importance of believing in yourself and taking risks to achieve your goals

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that? On my first day as a trainee in a restaurant, I accidentally spilled six glasses of champagne on a guest. Thankfully, she was incredibly gracious about it, but I felt bad and wished I could vanish forever. While I may not have become the best of waiters, this experience didn’t diminish my enthusiasm or passion for the food and beverage industry. In fact, it fueled my drive, and I eventually advanced to the role of F&B Director.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story? I received help and support from many people, each of them at a different juncture of my career. Its hard to choose one in particular as they were all impactful and are equally relevant to me. One in particular took such leap of faith in hiring me that, looking back, it must have been quite a liability for him, regardless he saw something in me, followed his intuition and believed in me. It paid off for us both and taught me to believe in people, be generous in giving people opportunities and believe in that we all can rise to the occasion. No risk, no reward.

Thank you for that. Let’s jump to the core of our discussion. Can you share with our readers about the innovations that you are bringing to the travel and hospitality industries?

1. Madinat Jumeirah set the gold standard in Dubai 20 years ago and with that legacy comes responsibility to continue innovating and delivering at the highest level of luxury service. Innovation through the lens of sustainability, design and the guest experience are embedded in our core values.
2. Our sustainability efforts are concentrated on reducing carbon emissions, minimizing water usage, cutting down waste, phasing out single-use plastics, protecting biodiversity, promoting sustainable dining, and fostering community engagement around sustainability themes. Earlier this year, we introduced THE ICON at Madinat Jumeirah for many months, in partnership with Designworks, a subsidiary of the BMW Group, and German tech start-up TYDE. This spectacular 100 percent sustainable watercraft is the world’s first battery-powered, emissions-free yacht for residents staying in the Malakiya Villas at Jumeirah Dar Al Masyaf, the Presidential or Royal suites at the resort’s four hotels, or Jumeirah One members. It was one of our most successful innovative partnerships to date highlighting our commitment to sustainability and enhancing our guests’ experiences with cutting-edge technology. Another initiative we are particularly proud of is our NORDAQ water bottling plant, which enables us to produce purified water on-site, significantly reducing our plastic waste. Finally, on the culinary front, we partnered with UAE start-up Seafood Souq, making Rockfish the first restaurant in the region to feature certified traceable seafood on its menu.
3. Another example of how Madinat Jumeirah is always innovating is with our room product. I have extensive pre-opening and hotel repositioning experiencing, which allowed me to add value and perspective to our latest enhancements: the refurbishments of Jumeirah Mina Al Salam and Jumeirah Dar Al Masyaf’s Malakiya Villas and Summerhouses. Newly transformed with plush modern interiors, the villas’ striking aesthetic is a tribute to the resort’s Arabesque design, exuding the romanticism of a nostalgic past. The innovation behind this renovation has set new standards for luxury and curated services, attracting esteemed brands like Tiffany & Co. and Cartier for exclusive events. Jumeirah Mina Al Salam’s large-scale refurbishment was skillfully crafted to ensure cohesiveness with the property’s traditional Arabesque exteriors whilst keeping the discerning travelers in mind.

As you know, COVID19 changed the world as we know it. Can you share a few examples of how travel and hospitality companies will be adjusting over the next five years to the new ways that consumers will prefer to travel?

In order to meet the evolving preferences of consumers over the next five years, travel and hospitality companies will adapt by going green, offering unique local experiences, focusing on wellness, and personal connections.

1. Integration of Sustainability into Brand Identity: Sustainability will not only be a practice but also a core component of brand identity. Companies will communicate their sustainability efforts transparently to consumers, showcasing their commitment to environmental stewardship and social responsibility. At Madinat Jumeirah, we recognize the importance of adopting eco-friendly initiatives and meeting the growing expectations of environmentally conscious guests, particularly among Gen X, Gen Z, and younger demographics who prioritize sustainability when selecting accommodations. Embracing sustainability isn’t just beneficial for the planet; it’s also crucial for ensuring the long-term success and resilience of our business.
2. Authentic and Local Experiences: There will be a growing demand for authentic and immersive travel experiences that connect travelers with local cultures, traditions, and communities. Companies will curate unique experiences such as culinary tours, cultural workshops, and off-the-beaten-path adventures to cater to this preference.
3. Wellness and Wellness-focused Travel: As travelers prioritize health and well-being, companies will integrate wellness offerings into their services. This could include wellness retreats, spa treatments, fitness facilities, healthy dining options, and mindfulness activities aimed at promoting relaxation and rejuvenation during travel.

You are a “travel insider”. How would you describe your “perfect vacation experience”?

My perfect travel experience revolves around family togetherness, incredible meals, enriching conversations, and a deep sense of place. It’s about immersing ourselves in the destination in meaningful ways that leave a lasting impact. For example, we recently visited Tanzania and participated in hikes and explorations, where we all walked away with a greater understanding and appreciation for the countries culture, people, and natural habitat. Sharing these moments with my family, while savoring local cuisine and engaging in heartfelt discussions, creates a memorable and fulfilling vacation. It’s not just about the destination itself, but also about the connections we make and the experiences we share that truly define a perfect vacation for me.

Travel is not always about escaping, but about connecting. Have you made efforts to cultivate a more wellness driven experience? We’d love to hear about it.

A lifelong practitioner of health and wellness, this question is dear to my heart. In 2023, following 1 year of research and development, we launched our new wellness program at Madinat Jumeirah’s Talise Spa. Now offering a 360-degree approach to wellbeing, Talise Spa recently unveiled an integrated program of new bespoke treatments and retreats available in 3, 5, and 7-day itineraries. For example, tapping into the growing research around the importance of sleep and true rejuvenation, the Sleep Program includes sleep hypnotherapy, PSYCH-K therapy, cutting-edge Iyashi Dome sauna therapy, Kinesiology and more. Meeting the needs of our frequent multi-generational traveler, the Family Program allows bonding through group activities — this includes creative sketching, family nutrition workshops, chanting during kundalini yoga, beach fitness (to burn off some energy!), as well as plenty of calmer activities including tai chi and sound healing. As part of the program, families can visit the on-site Dubai Turtle Rehabilitation Sanctuary, an amazing place for kids to be educated on the rescued sick and injured animals and ensuring a seamless rehabilitation process right up to their release back into the wild.

Ok super. Here is the main question of our interview. Based on your experience and success, what are the five most important things one should know in order to create a travel experience that keeps bringing people back for more? Please share a story or an example for each.

1. Create memory-making moments imbedded in conservation: For example, our collaboration with the Jumeirah Burj Al Arab’s Dubai Turtle Rehabilitation Project exemplifies our commitment to marine conservation. At Jumeirah Al Naseem’s sea-fed lagoon, we provide an optimal setting for the final stages of sea turtle rehabilitation before their release back into the wild. To date, we have successfully rehabilitated and released over 2,000 endangered turtles, including green, hawksbill, and loggerhead species. Additionally, our coral nursery in the lagoon nurtures coral fragments until they are ready to be relocated back to their natural habitats. Both our guests and our regional community are intricately involved in this program. Visitors can witness their recovery and participate in daily educational talks and turtle feeding before their eventual release, while DTRP also runs an educational program for school groups bringing in around 1,700 school children from all seven Emirates annually.
2. Provide a sense of place through culturally significant design and architecture: We create a sense of place through culturally significant design and architecture, incorporating local culture and heritage to offer our guests a truly authentic experience. Take the renovation of Jumeirah Dar Al Masyaf’s Malakiya Villas, for example. Sahar Al Yaseer, a visionary Dubai-based designer and Founder of La Bottega Interiors, ensured the design honored the resort’s Arabesque heritage while maintaining a timeless allure. Inspired by the Japanese philosophy of Wabi Sabi, which finds beauty in imperfections, Al Yaseer used abstract artworks inspired by local motifs to adorn the suites, blending heritage with artistry. Each detail comes together to provide a sense of balance and tranquility, with nods to Arabic architecture throughout. The 2–3 bedroom villas feature expansive outdoor terraces, allowing guests to fully immerse themselves in the breathtaking surroundings. The rejuvenated courtyards evoke the ambiance of a traditional “Riad”, offering a serene and exclusive retreat. These villas perfectly capture Arabian hospitality, where opulence meets serenity.
3. Deliver exceptional culinary experiences through our chefs’ talent, skills and passion: At Madinat Jumeirah, we have over 20 dining outlets and are constantly growing in this sector. As a brand, Jumeirah is deeply passionate about destination dining, which is one of our strongest differentiators. Most importantly, the exceptional talent, passion, and skill of chefs create unforgettable culinary journeys that elevate each meal into a memorable occasion — and that is what people come back for. We hear countless stories of our chefs and team greeting and welcoming guests with such personality, passion, excitement, and personable conversations that they feel a deeper connection to the cuisine.
4. Offer the highest level of personalization and flexibility: Personalization and flexibility are crucial at resorts, as tailoring experiences to individual preferences through flexible itineraries and personalized recommendations enhances guest satisfaction. Guests often rely on concierge services to arrange bespoke dining, private tours, and special requests, ensuring a unique and memorable stay.
5. Foster motivation amongst top talent: Our industry, and this region, is thriving. This success comes along with an importance in finding the best and most passionate professionals in the marketplace. Recruiting top talent is a key focus of ours at Madinat Jumeirah and we have been investing in this area by growing our human resources team as well as by innovating how we recruit, develop our colleagues’ careers and ensure they experience our industry at its best.

Can you share with our readers how you have used your success to bring goodness to the world?

I use my passion for creating exceptional guest experiences to inspire and encourage my staff every day. Under my leadership, all properties under Madinat Jumeirah have been awarded the Great Place to Work accreditation. This recognition is a testament to the positive and supportive work environment we have cultivated. Additionally, our colleague engagement surveys, conducted by internal teams, have shown year-on-year improvement. This continuous feedback loop has helped us address concerns and celebrate successes, leading to a significant reduction in team turnover. Witnessing this positive impact on our employees is incredibly rewarding and underscores the importance of fostering a workplace where everyone feels valued and motivated. Through these efforts, I believe we are not only enhancing the lives of our team members but also setting a standard for excellence and care in the hospitality industry.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

If I could start a movement to bring the best to the most people, it would be the “Limitless Mindset Revolution.” This movement would inspire individuals to cultivate a mindset free from constraints, encouraging them to recognize and unleash the immense power that lies within each of us. By fostering belief in our own potential, we can transform fear into courage, doubt into determination, and setbacks into stepping stones for success. Through workshops, mentorship programs, and community support, we would empower people to break through their self-imposed barriers and pursue their passions relentlessly. Together, we would create a world where everyone has the confidence to chase their dreams, uplift one another, and ignite positive change in their lives and communities.

How can our readers follow you on social media?

You can find me on LinkedIn here. I look forward to connecting with you and thank you for having me

This was very inspiring. Thank you so much for joining us!

About The Interviewer:Savio P. Clemente, TEDx speaker and Stage 3 cancer survivor, infuses transformative insights into every article. His journey battling cancer fuels a mission to empower survivors and industry leaders towards living a truly healthy, wealthy, and wise lifestyle. As a Board-Certified Wellness Coach (NBC-HWC, ACC), Savio guides readers to embrace self-discovery and rewrite narratives by loving their inner stranger, as outlined in his acclaimed TEDx talk: “7 Minutes to Wellness: How to Love Your Inner Stranger.” From his best-selling book to his impactful work as a media journalist covering resilience and wellness trends with notable celebrities and TV personalities, Savio’s words touch countless lives. His philosophy, “to know thyself is to heal thyself,” resonates in every piece.