What goes behind creating a star-worthy stay for Dubai’s high-profile guests?

We love stars. They can be our favourite actors, musicians, authors, sportsmen, athletes, and the list continues. And, we’d love it if we get a chance to meet them, wouldn’t we?

That’s quite achievable in Dubai as several celebrities with that “star” factor keep visiting the city. But have you ever been curious about where they stay or what goes behind arranging their stay in a city like Dubai, after all, not all of them own property here. What’s the alternative? A five-star hotel.

Ali Ozbay, Vice President of Marketing & Communications, ALL Inclusive Collection and Rixos Hotels, offers an exclusive look into what goes into creating extraordinary stays for high-profile guests. From private check-ins to bespoke dining experiences, Ozbay and his team orchestrate a seamless blend of luxury and privacy, ensuring each celebrity guest feels like royalty. Handling everything from security protocols to high-stakes demands for Instagram-worthy moments, Ozbay discusses the art of balancing discretion with shareable experiences, creating stays that leave celebrities delighted and eager to return.

In a conversation, Ozbay sheds light on the behind-the-scenes strategies that go into making a celebrity’s stay perfect. From the importance of team training in luxury etiquette to the role of personalised follow-up, Ozbay’s insights reveal an approach that ensures unforgettable experiences for stars. Here are edited excerpts from the interview:

1. When preparing for a celebrity's stay, what key factors do you consider to ensure a tailored and exceptional experience?

We like to think of ourselves as the backstage crew for a superstar performance. First, we gather all the intel – favourite foods, ideal room temperature, even the perfect pillow firmness. It’s like preparing for a high-stakes mission, and nothing is too small to overlook. Want a room filled with rare orchids? Done. A particular brand of sparkling water chilled to exactly 4 degrees? You bet.

The goal is to create a seamless, 'wow' experience where every detail is perfectly choreographed, yet it feels totally effortless. And all of this happens without anyone lifting a finger—except maybe to snap a few Insta-worthy pics.

2. Celebrities often have strict privacy concerns. How do you ensure their need for privacy and security is balanced with the hotel’s commitment to providing a memorable experience?

Discretion is essential in celebrity marketing. Our staff members sign non-disclosure agreements and receive specialised training to ensure absolute discretion. We offer behind-the-scenes, personalised services that don’t intrude on their privacy but are enticing enough to be shared with their followers. For example, we ensure private check-ins and exclusive areas for them to unwind, allowing them the option to showcase their stay at their own comfort level, while still feeling secure. Everything we do is tailored to create moments they feel compelled to post about while maintaining full control over their privacy.

3. Celebrities often have unique requests. Can you share any memorable or challenging instances where you had to accommodate a celebrity's specific requirements?

Influencer and celebrity demands often align with their personal brands, which is where creativity comes into play. While I can’t go into specifics, we’ve had requests that pushed us to think outside the box—whether it’s setting up a spontaneous photo shoot location or arranging rare items for content creation. Flexibility is key. We always strive to meet these requests in a way that enhances their experience, while still ensuring it’s something that aligns with their brand and ours.

4. How do you manage the high expectations that celebrities often have while ensuring a consistent level of service across all guests?

It’s like walking a tightrope, but with flair. On the one hand, you’ve got celebrities who expect the royal treatment—and rightfully so—but we make sure that every guest feels like a VIP. Think of it as layering luxury: the red carpet is always rolled out, and we might throw in a few extra golden confetti cannons for our high-profile guests.

At the end of the day, whether you’re a celebrity or just feeling like one for the weekend, everyone gets the same five-star service. Celebs might get a little more sparkle and shine, but trust me, we’ve got plenty of that to go around.

5. What special training do the staff undergo to handle celebrity guests, particularly in terms of discretion, etiquette, and personalised service?

Our team is trained not only in luxury etiquette but also in social media dynamics and brand-sensitive handling of influencer stays. They understand the value of being discreet while creating Instagrammable moments. Additionally, they are prepared to manage requests that often involve content creation—whether it's setting up a private dinner that could double as a branded post or offering advice on the most photogenic spots in our hotel.

6. In the event of any unexpected issues during a celebrity’s stay, how do you handle damage control or mitigate potential negative publicity for both the guest and the hotel?

Crisis management in influencer marketing isn’t just about resolving the issue behind the scenes; it's also about how it’s communicated online. We address any concerns swiftly and privately, but we also work closely with the influencer to ensure that their narrative about the experience remains positive, or at the very least, neutral. Our approach is to turn potential negative experiences into learning opportunities for both parties, ensuring future stays go even more smoothly.

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