Hospitality rooted in personality, purpose, and a family-first global expansion mindset
PARTNER CONTENT: When you arrive at Saadiyat Rotana Resort & Villas, you’re greeted not just by the ocean breeze or elegant architecture, but something more meaningful — warmth, sincerity, and a sense of ease that can’t be faked.
That feeling is intentional, shaped by leadership that believes in authenticity over automation and emotional engagement over process.
For Harald Feurstein, Area Vice President of Abu Dhabi & Al Ain at Rotana and GM of Saadiyat Rotana Resort & Villas, hospitality isn’t about box-ticking, it’s about people, both guests and the team that serves them.
“If you’re too focused on operational performance, that’s just ticking boxes,” Harald says as we chat in a shaded corner of the resort. “If you focus on creating the guest experience first, operational performance will follow.”
And that focus is clear the moment you arrive. The usual check-in counter is gone, replaced with a more human experience. You’re greeted at the car, seated comfortably, offered a drink, and checked in with calm, conversational ease.
“The receptionist comes to you,” Harald explains. “You’re not standing in a line after a long flight. It immediately changes the tone.”
Authentic over automatic
In a region celebrated for high-end service, Saadiyat Rotana Resort & Villas carves its own space — not through scripted interactions, but genuine ones. There’s an unforced friendliness in the way staff engage, smile, and speak. It’s hospitality with heart.
“People need to be themselves,” Harald says. “As a guest, you feel whether a hotel is driven by cost-saving or real care. We choose the latter.”
To support this, the resort adopted Forbes Travel Guide training. Not for box-ticking, but for learning how to engage guests emotionally, with presence, sincerity, and a human touch.
“I walked in and one of the girls at the front office greeted me with such honesty,” I tell Harald. He smiles. “That’s the goal. That’s success.”
Flattening hierarchies, empowering people
This authenticity starts internally. Harald’s leadership strips away traditional hierarchies, creating an environment where every team member feels safe, seen, and empowered.
“I met a young hostess this morning,” he recalls. “She called me ‘GM’ and I said, ‘Let’s make a deal. I call you Gail, not Hostess. You call me Harald. And she said: that’s so amazing, have a great day Harald.”
This open-door approach extends beyond titles. Harald participates in wellness activities such as the Wednesday morning swim with colleagues, late afternoon beach walk on Wednesday and gym sessions on other days to name a few. “We create that space to be human with each other. It’s not just about managing from an office.”
Every detail matters
With nearly 500 team members, the resort functions like a small city. Yet nothing is too small to be noticed. Every decision — from breakfast tweaks to beachside services — comes from guest feedback.
“We don’t just respond to reviews — we act on them,” Harald says. “If five people mention something, we fix it. And when they come back, they notice.”
That attentiveness pays off. Repeat guests, growing loyalty, and rising satisfaction scores reflect a culture that genuinely listens and adjusts.
Training that encourages personality
But how do you train staff to deliver excellence without becoming mechanical? The answer lies in blended training — internal programmes paired with external experts like Forbes but always anchored in emotional intelligence.
The focus isn’t on rigid standards but enabling personality within a service framework. “It’s not about removing who they are,” Harald says. “It’s about helping them express their personality within our values. We’re not building robots. We want spirit.”
That spirit is visible everywhere; from the way the housekeeping team greets returning guests by name to the chefs chatting with diners at the buffet.
Staying rooted while growing
Rotana is a UAE-grown brand with ambitions beyond the region. Under Harald’s leadership, 14 properties in Abu Dhabi and Al Ain continue to thrive, even as the group prepares to expand into Europe and other regions.
“As we grow, we’re determined not to lose what makes us different,” he says. “We’re a family business at heart. And we’ll stay true to that.”
Avoiding the “cookie-cutter” fate of many global brands is a clear priority. Every new property is seen as an opportunity to reinforce — not dilute — the Rotana identity.
Redefining success
When asked how he defines success, Harald doesn’t hesitate. “If our guests are happy, we’ve done our job,” he says. “Everything else follows.”
That simplicity runs through the entire operation. Financial performance is important, of course — but it’s treated as a result, not a goal.
“The P&L will take care of itself if we get the experience right,” he adds.
And it shows. Despite the resort’s polished appearance, it never feels stiff or scripted. It feels human. It feels like somewhere you belong. And that, more than anything else, might be Saadiyat Rotana’s real luxury.
Meet Harald Feurstein, Area Vice President of Abu Dhabi & Al Ain at Rotana and GM of Saadiyat Rotana Resort & Villas
With over 30 years of global hospitality experience, Harald Feurstein leads Saadiyat Rotana Resort & Villas and oversees Rotana properties across Abu Dhabi and Al Ain.
Known for his strategic vision and hands-on leadership, Harald has held senior roles with brands like Fairmont, Conrad, and Hilton throughout Asia.
His expertise is backed by a Master’s Certificate in Hospitality Management from Cornell University. At Rotana, he’s focused on elevating guest experiences, mentoring talent, and maintaining the highest service standards.
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