Muhammad Atif Ali
Executive Assistant Manager
Dubai
Summary
Customer-oriented Executive Assistant Manager with over 20+years of hospitality experience focused on increasing revenues and expanding margin. Adaptive and deadline-oriented consistently executes and completes multiple projects in high-stress environments. Meticulous leader and strategic planner with comprehensive managerial acumen, offering vision and motivational acumen.
Experienced with strategic planning, team leadership, and operational excellence. Utilizes forward-thinking approach to drive business growth and streamline processes. Strong background in driving commercial strategies and fostering growth. Adept at building high-performing teams and negotiating key partnerships. Demonstrated ability in strategic planning and market analysis.
Overview
21
21
years of professional experience
9
9
Certifications
2
2
Languages
Work History
Executive Assistant Manager
Palazzo Versace Hotel
01.2021 - Current
- Presently working as an Executive Assistance Manager since 01st Jan 2021 till date. The Hotel comprises of 215 Rooms & Suites exclusively designed by Versace and 169 Residences. Key area of responsibilities includes keeping a perfect coordination between all departments and controlling their operations with regards to the company's standards, revenues and controlling costs and maintaining the highest comfort and satisfaction level for guests. Main responsibilities include driving all Commercial, Strategic and Operation planning for the hotel including Sales, Events, Revenue Management, and entire Rooms Division. Managing a Team of over 200 Team members.
- Developed and implemented guest service standards, resulting in enhanced guest satisfaction and loyalty across the hotel.
- Oversaw budgeting and financial management processes, ensuring alignment with strategic goals and maximizing profitability.
- Developed and implemented marketing strategies to promote hotel services.
- Key Achievements Include:
- Development of Hotel Brands, activities include management of Hotels, Residences, Restaurants and Spa’s. Heading development and expansion of increasing the portfolio under the umbrella of Palazzo Hospitality. Attended FHIS KSA, AHIF Kenya, scheduled to attend FHIS Abu Dhabi 2023.
- Formation of and implementation of the very first Hospitality eCommerce Platform during Pandemic which generated over AED10M in revenues
- Formation and implementation of Guest recognition program ORO Rewards for Palazzo Versace Dubai
- Formation and implementation of the very first Auction/Bidding for Hotel Room Sales during Pandemic which generates over AED5M in revenues
- Strategic partnership and introduction of Crypto payments at the hotel with a fully integrated solution.
- Formation and implementation of ORO Explorers (Tours and Activities) at Palazzo Versace Dubai
- Formation and implementation of ORO Referral Program at Palazzo Versace Dubai
- Expanding distribution of Palazzo Versace Dubai by sourcing and implementing 2 biggest affiliate marketing networks CJ and Rakuten which contributed over AED8M
- Strategic partnership and implementation of Global Hotel Alliance Discovery program for Palazzo Versace Dubai.
- Strategic direction with design/functionality and implementation of The Flower Shop website.
- Introduction of Forbes Travel Guide standards at the hotel and follow through with All departments for a 5-star rating.
- Key Responsibilities Include:
- Strategically position the Rooms and Residence Division as a high performing operation
- Drive change, influence transitions, and actively seek and contribute to ideas and solutions for continuous improvement
- Implement departmental strategies and action plans in accordance with the resort’s strategic and sales plans
- To plan the yearly revenue target
- To plan and get the desired cost price for products sold by the resort
- To plan on upgrading the standards within the Resort
- To liaise with the Director of Sales & marketing to set the strategy for the Rooms, F&B and other revenue generating departments
- To project business opportunities in order to increase revenue
- To participate in preparation of the Hotel strategic plan, marketing plan and goals program
- Thorough analyses to identify trends, future need periods and obstacles to achieving goals.
- Generates updates on transient segment each period and continually analyses transient booking patterns.
- Assists with account diagnostics process and validates conclusions.
- Checks distribution channels regularly for hotel positioning, information accuracy and competitor positioning.
- Generates and provides accurate and timely results in the form of reports, presentations, etc.
- Observes, receives, and otherwise obtains information from all relevant sources.
- Analysis weekly and monthly STAR/DEMAND 360 information to assist in analysing past strategies; identifies areas needing improvement, identifies competitor set strengths, and develops strategies to best capture available Market Share.
- Generates yearly room revenue budget.
- Weekly/Monthly and quarterly Forecast reviews.
- Monitoring and optimization of business via online Channels.
- Managing Revenue Management Strategy
- Provides critical input for development of market sales strategy.
- Ensures that sales strategies and pricing changes are implemented and modified as market conditions fluctuate
- Review hotels pricing and provides input on business evaluation recommendations.
- Create and verbalize positioning and long-term strategies for all segments (group, transient, catering) that are in alignment with brand standards and property objectives.
- Provides recommendations to improve effectiveness of revenue management processes.
- Ensures Operation Teams are aware of current strategies and have the information needed to execute them (daily strategies, current day inventory management, and package inclusions)
Director of Revenue and Distribution
Palazzo Versace Dubai
12.2016 - 12.2020
- Worked as a Director of Revenue and Distribution for Palazzo Versace Dubai since 15th Dec 2016 till 31st Dec 2020.
- KEY Achievements Include:
- Providing a detailed overview of streamlining Hotels focus in key feeder markets.
- Diversifying segmentation mix moving away from relying only on OTA’s.
- Assisting the Sales Team to provide insight on contracting partners in key Markets.
- Initiating the merger of Hotel and Residences across all Systems, which included IDEAS, PMS, Synxis, and GDS, which not only had a huge saving but positively impacted Sales, and Operations.
- Implementation of Demand360 which provides a strategic approach to Sales and Revenue
- Implementation of Revintel (BI tool) to provide real-time reporting to Sales and leaders within the Organization.
- Joining hands with Sales; actively participating in Sales Call to local partners.
- Identifying and implementing for a CRM solution at Palazzo Versace Dubai
- Implementation of META strategy expanding the reach of Palazzo Versace to encourage Direct Bookings.
- Implementation of TrustYou “Reputation Management System” to analyse guest experiences.
- Implementation of Cendyn – CRM to improvise guest communication and marketing.
- Implementation of IWTX, Hyperguest and ROIBOS expanding our Distribution reach to B2B and B2C.
- The above actions and efforts being put forward by the entire Sales & Marketing team have assisted the Hotel to observe an overall increase of 8.5% in Revenues YOY with a Revpar growth of 8.9% YOY.
- Fostered strong relationships with distribution partners, enhancing collaboration and improving overall service delivery to clients.
Group Director of Revenue and Distribution
JA Resorts and Hotels
11.2013 - 12.2016
- Worked as a Group Director of Revenue and Distribution since Nov 2013 till Dec 2016 for JA Resorts and Hotels. The portfolio comprised of 7 Properties Expanding from UAE to Indian Ocean.
- JA Jebel Ali Beach Hotel (231 Rooms and Suites)
- JA Palm Tree Court and Spa (208 Suites)
- JA Hatta Fort Hotel (52 Rooms and Suites)
- Enchanted Island Resort (Seychelles)
- JA Ocean View Hotel (342 rooms)
- JA Oasis Beach Tower (169 Apartments)
- JA Manafaru (Maldives)
Cluster Revenue Manager
JA Resorts and Hotels
03.2010 - 10.2013
- Worked as a Cluster Revenue Manager for JA Resorts and Hotels responsible for Revenue management of the following properties from March 2010 to Oct 2013
- JA Jebel Ali Beach Hotel (231 Rooms and Suites)
- JA Palm Tree Court Hotel (208 Suites)
- JA Hatta Fort Hotel (52 Rooms and Suites)
- Enchanted Island Resort (Seychelles)
Assistant Revenue Manager
Burj Al Arab – The World Most Luxurious All Suite Hotel
03.2007 - 03.2010
- Worked as an Assistant Revenue Manager since March 2007 – March 2010
Assistant Manager Reservations
Burj Al Arab – The World Most Luxurious All Suite Hotel
09.2005 - 02.2007
- Assistant Manager Reservations since Sept 2005 – 29th Feb 2007.
Pre-opening Team Leader Reservations
Madinat Jumeirah
06.2004 - 08.2005
- Madinat Jumeirah – A Unique Arabic Resort (Total 874 Rooms with Three Unique Experiences (Mina Salam, Al Qasr and Dar Al Masyaf)
- Joined as Pre-opening Team Leader Reservations involved in various projects since June 01st 2004 till 31st Aug 2005 supervising a Team of 35 colleagues.
Education
Bachelors in Commerce -
University of Karachi
Karachi, PakistanIntermediate in Commerce - undefined
Govt. Premier College
01.1996
O’ Levels - undefined
Oxford University (Karachi Public School)
Karachi, Pakistan01.1994
Diploma in Hotel Management - undefined
Pakistan Institute of Tourism & Hotel Management
Karachi, Pakistan01.1998
Diploma in Computer Science - undefined
New Institute Of Data Processing
01.1998
Skills
Hotel operations
Revenue management
Strategic planning
Budgeting and forecasting
Marketing analysis and strategy
Brand development
Hospitality standards
Financial management
P&L management
Distribution management
Guest satisfaction
Certification
Hotel Real Estate Investments and Asset Management PDP from eCornell (2023)
References
References can be provided upon request.
Interests
Cricket, Computers, Gardening, Music, Reading, etc
Accomplishments
· Providing a detailed overview of streamlining Hotels focus in key feeder markets.
· Diversifying segmentation mix moving away from relying only on OTA’s.
· Assisting the Sales Team to provide insight on contracting partners in key Markets.
· Initiating the merger of Hotel and Residences across all Systems, which included IDEAS, PMS, Synxis, and GDS, which not only had a huge saving but positively impacted Sales, and Operations.
· Implementation of Demand360 which provides a strategic approach to Sales and Revenue
· Implementation of Revintel & Juyo (BI tool) to provide real-time reporting to Sales and leaders within the Organization.
· Joining hands with Sales; actively participating in Sales Call to local partners.
· Identifying and implementing for a CRM solution at Palazzo Versace Dubai
· Implementation of META strategy expanding the reaching of Palazzo Versace to encourage Direct Bookings.
· Implementation of TrustYou “Reputation Management System” to analyse guest experiences.
· Implementation of Cendyn – CRM to improvise guest communication and marketing.
· Implementation of IWTX, Hyperguest and ROIBOS expanding our Distribution reach to B2B and B2C.
· The above actions and efforts being put forward by the entire Sales & Marketing team have assisted the Hotel to observe an overall increase of 8.5% in Revenues YOY with a Revpar growth of 8.9% YOY.
Awards and Achievements
Awarded “Revenue person of the year 2021” by Hotelier Middle East,
Pre-opening of Enchanted Island Resort – Seychelles,
Pre-opening of JA Manafaru – Maldives,
Winner of Colleague of Exceptional Value at Burj Al Arab in 2007,
Winner of Employee of the Month Nov 2006 at Burj Al Arab,
Pre-opening of Madinat Jumeirah – UAE, Dubai, Winner of Madinat Jumeirah TITAN AWARD for the Month of November 2005,
Achieving Service Excellence Award from Sheraton Hotel & Towers-Karachi.
Software
Opera PMS
Cendyn CRM
IDEAS RMS
Lighthouse Rate Shopping
Synxis CRS
DUETTO RMS
Cendyn META WHIP
Tripadvisor Business Advantage
TravelClick Demand360 and Agency 360
Timeline
Executive Assistant Manager
Palazzo Versace Hotel
01.2021 - Current
Director of Revenue and Distribution
Palazzo Versace Dubai
12.2016 - 12.2020
Group Director of Revenue and Distribution
JA Resorts and Hotels
11.2013 - 12.2016
Cluster Revenue Manager
JA Resorts and Hotels
03.2010 - 10.2013
Assistant Revenue Manager
Burj Al Arab – The World Most Luxurious All Suite Hotel
03.2007 - 03.2010
Assistant Manager Reservations
Burj Al Arab – The World Most Luxurious All Suite Hotel
09.2005 - 02.2007
Pre-opening Team Leader Reservations
Madinat Jumeirah
06.2004 - 08.2005
Intermediate in Commerce - undefined
Govt. Premier College
O’ Levels - undefined
Oxford University (Karachi Public School)
Diploma in Hotel Management - undefined
Pakistan Institute of Tourism & Hotel Management
Diploma in Computer Science - undefined
New Institute Of Data Processing
Bachelors in Commerce -
University of Karachi