TravTalk Middle East Online Magazine
Sheraton Jumeirah Beach Resort, a beloved classic nestled on the shores of JBR, continues to enchant guests with its warm spirit, beachfront setting, and loyal following. Known for its heritage and heart, the resort remains a go-to destination for families, leisure travelers, and long-time guests who return year after year.
TT Bureau
Aloft Palm Jumeirah, a vibrant and contemporary lifestyle hotel, brings a different kind of energy to the city. Located on the East Crescent of the iconic Palm, it stands out for its youthful vibe,
edgy design, and connection with today’s trend-savvy travellers.
Now, in an exciting strategic move, both properties will operate as one cluster team, bringing together their Sales, Distribution and Marketing functions to drive stronger results and shared success. Mohamed Afifi will lead the Sales and Distribution function across both hotels, bringing his strong leadership, commercial expertise and market insights to the forefront of this new cluster structure.
Marketing for both properties will now fall under the leadership of Sonia Parmar, who will continue to elevate brand visibility, storytelling and demand generation through a unified and focused strategy. Together, the newly formed cluster commercial team is poised to unlock greater synergies, expand market reach and deliver stronger performance across both brands.
Mohamed El Aghoury, Multi-Property General Manager, Sheraton Jumeirah Beach Resort and Aloft Palm Jumeirah, shares his vision: “This is a significant milestone for both hotels. By aligning our teams, we create room for innovation, collaboration and efficiency, enhancing the experience for our guests and partners. I’m confident that with Mohamed and Sonia leading the way, we are positioned for exceptional growth.”
