womanthismonth.com | OCTOBER 2025 INTERVIEW 19 That path ultimately converged with the world of hospitality. “At Gulf Hotels Group, I found the opportunity to contribute to the company’s journey and brand evolution, contributing to shaping the future of one of Bahrain’s most iconic names in hospitality,” she explains. “I’ve embraced the challenge of driving innovation while honouring a legacy over five decades strong.” The Shift to Digital and Data Over the past few years, the Group’s marketing strategy has pivoted towards more dynamic, digitally driven approaches. “We’ve undergone a significant shift in the way we connect with our audiences,” she reveals. “While we continue to value traditional brand equity, our focus has moved towards data-driven marketing, personalisation and digital storytelling. “We’ve strengthened our presence across digital media platforms. The goal has been to create immersive experiences for our guests and at a corporate level to the investors —from first discovery online to their journey on property and restaurants —while maintaining authenticity and local relevance. It is a challenge and a work in progress but all in all a team effort.” A New Brand Era Among her many achievements, Ms. Alhayki singles out the ongoing rebranding of Gulf Hotel Bahrain as a personal highlight. The Group is also rolling out a rebrand and digital transformation of its loyalty programme, Prestige Club, aiming to make it more seamless, engaging and accessible for guests. The Group’s culinary ventures have also expanded beyond traditional hotel spaces. “We’re elevating the marketing of our F&B outlets beyond the hotel walls, including China Garden Al Liwan and our concepts at Time Out Market, such as Dona, Kaju and Zen, as well as Takht Jamsheed which will soon open in Marasi Galleria Mall and in Saudi Arabic at Ajdan Bayfront in Alkhobar” she says. These efforts aim to reach broader audiences and reinforce Gulf Hotels Group’s culinary presence across platforms. A parallel source of pride for Ms. Alhayki is the company’s Summer Internship Programme campaign. “It’s an initiative designed to empower Bahraini youth in hospitality, which reflects our CSR values and longterm commitment to developing national talent.” she says - a program that was recently recognized with the Best Summer Internship Program Award at the 17th Annual HRM Summit. She also highlighted the launch of Gulf Catering soon, the Group’s new arm serving hospitals, schools, and institutions, and her ongoing work with Fusions, where she is developing a new menu campaign featuring Bahraini culinary talent. Bahraini Identity at the Core Bahraini culture remains embedded in the brand’s identity. “As a proudly Bahraini hospitality group, integrating our culture is at the heart of what we do,” she says. “From design aesthetics and culinary offerings to our service philosophy, we celebrate the spirit of Bahraini hospitality.” This commitment shines through in the Group’s flagship property, Gulf Hotel Bahrain. “Guests can experience authentic local flavours, art and traditions, often subtly woven into our guest touchpoints, branding and campaigns,” she adds. This commitment to authentic experiences is also reflected in the Group’s ongoing integration with Marriott Bonvoy and the planned transition of Gulf Hotel Bahrain into the Autograph Collection by 2027, marking a new era that connects local legacy with global recognition. Balancing the Past and the Future Striking a balance between heritage and innovation is a careful act, but one that Ms. Alhayki handles with expertise. “Gulf Hotel Bahrain is our flagship; an icon that embodies the Group’s heritage and standards,” she says. “As our portfolio expands, our strategy has been to create distinct brand voices for each property while maintaining a cohesive group narrative. “Legacy properties are celebrated for their history and depth, while newer developments are positioned around innovation, design or niche experiences. It’s a balance of honouring the past while embracing the future, all under one brand ecosystem.” Embracing Industry Challenges The hospitality industry is constantly evolving, and Ms. Alhayki acknowledges the challenges. “Hospitality is one of the most emotionally driven yet competitive industries,” she believes. “Standing out requires constant creativity, agility and relevance. “Audience fragmentation and the proliferation of marketing channels require careful navigation. Cutting through the noise takes consistent effort! Additionally, maintaining brand consistency across diverse properties while allowing for localised expression can be complex. But I see these challenges as opportunities to elevate our storytelling and refine our positioning.” Looking Ahead As Gulf Hotels Group charts its future, she is focused on strengthening the brand as a regional benchmark for authentic, elevated hospitality through the pursuit of digital transformation, loyalty and personalised guest engagement. Her goals for the coming year include amplifying the Group’s voice across all communication platforms. “We aim to boost our thought leadership, CSR impact and brand storytelling,” she concludes. “Most importantly, we want to build meaningful connections; with our guests, our community and the next generation of talent who will carry our legacy forward.”
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