BTN Interviews Julia Birzele, a global leader in lifestyle hospitality, shares how her career—from Ibiza’s vibrant scene to shaping brands like Casa Cook, Pacha Group, and Lío—evolved through adaptability, cultural awareness, and a people-first mindset. Known for turning complex international projects into success stories, she emphasizes protecting a brand’s DNA while tailoring it authentically to new markets. Birzele credits Lío’s lasting success to its playful spirit, creative reinvention, and deep team continuity. Looking ahead, she envisions hospitality as an ever-blurring mix of dining, entertainment, and lifestyle, where storytelling, emotional connection, and sustainability define the guest experience. Her leadership philosophy centers on empathy, respect, and empowering diverse teams—especially women—to lead with courage and curiosity in a fast-changing global industry.

In this pre-FHS World 2025 interview, Eddy Tannous, Chief Operating Officer at Rotana, reflects on the industry’s transformation from real estate-driven investment to experience-led value creation, where brand strength, operational agility, and technology define success. He identifies people, technology, and sustainability as the three forces shaping hospitality’s future, emphasising Rotana’s focus on leadership development, digital innovation through AI-powered Rotana.com, and eco-conscious partnerships with Ecolab and Stella Hospitality. At FHS World 2025 in Dubai, Tannous will speak on rebuilding the hospitality workforce, highlighting how empowering people and fostering belonging drive long-term excellence. He looks forward to connecting with peers and exchanging ideas that fuel innovation and responsible growth across the region.

In this pre-FHS World 2025 interview, Sultan Bader Al-Otaibi, CEO of Taiba Investments, reflects on how hospitality has evolved from service delivery to experience creation, driven by purpose, culture, and innovation. Inspired by Saudi Vision 2030, Taiba’s Forward Hospitality model blends technology, sustainability, and authentic Saudi warmth to create meaningful, human-centered experiences. Looking ahead, he sees the industry shaped by sustainability, innovation, and connection, with the challenge of ensuring technology enhances, rather than replaces, humanity. At FHS World 2025, Al-Otaibi aims to highlight Taiba’s transformative projects—Rixos Obhur Jeddah, Makarem Burj Al Madinah, and Crowne Plaza Al Takassousi—which embody the renewed spirit and authenticity of Saudi hospitality.

The breathtaking Dong Van Karst Plateau UNESCO Global Geopark in Tuyên Quang, Vietnam, has achieved a remarkable milestone. At the prestigious Asia & Oceania Gala Ceremony of the 2025 World Travel Awards, the geopark was named Asia’s Leading Regional Cultural Destination 2025—a well-deserved recognition of its cultural richness, geological significance, and dedication to sustainable tourism. As the announcement echoed through the gala hall, representatives from Vietnam stood tall with pride. For them, this was more than an accolade; it was an acknowledgment of years of careful stewardship—of a land where culture and nature intertwine, where every stone, terrace, and smile tells a centuries-old story.

Amith Khanna, Head of Franchise, India, Middle East & Africa at IHG Hotels & Resorts, highlights how IHG is accelerating regional growth through a strong focus on franchising, with 100% of its 2024 UAE signings under franchise agreements. The model’s success reflects both the market’s maturity and IHG’s global expertise, offering franchisees advanced tools, technology, and localised support. With 60 franchised hotels currently operating across MEA and 30 more in the pipeline, IHG is partnering with experienced owners and third-party operators to ensure scalability and brand consistency. As markets such as the UAE, Saudi Arabia, and Africa evolve, Amith expects franchising to become an increasingly dynamic, flexible, and strategic driver of sustainable growth for the region.

In an era where air travel is often defined by speed and efficiency, Royal Brunei Airlines reminds us that true excellence lies in the human touch. Recently named Asia’s Leading Cabin Crew at the 2025 Asia & Oceania Gala Ceremony of the World Travel Awards in Hong Kong, the airline has earned its place among the region’s elite—not just for its service, but for the warmth, grace, and professionalism that define every journey.