#INTERVIEW: Kempinski's Rasha Lababidi on the evolution of luxury hospitality

You’ve  just arrived at a new destination for a holiday. From your arrival at the airport, through your stay, and right up until your departure, the hotel staff observe your needs and ensure that your stay is tailored to your interests and comfort.

The definition of luxury hospitality, across the globe, is fast evolving. From heritge stays to personalised services, the list of features that luxury travellers look for, when booking a stay, is also ever-growing.

Additionally, the need to look Instagrammable and retain positive guest reviews online is paramount to businesses.

We caught up with Rasha Lababidi, Chief Product Officer for Kempinski Hotels, to understand how Kempinski manages to stay ahead in the luxury hositality and travel landscape.

With over 25 years of experience in luxury hospitality and real estate, Lababidi is tasked with redefining Kempinski for the future by leading product innovation and guest experience across the brand’s global portfolio.

The executive, who has held senior positions at prominent Dubai-based entities such as Emaar and Al Maabar International Investments (now Eagle Hills), co-founded the concept and strategy firm Meraki & Modus before joining Kempinski.

In this exclusive interview, she shares insights on the evolving landscape of luxury and her vision for Kempinski.

 

The new definition of luxury

“For Kempinski Hotels, a brand with a 150-year history, the concept of luxury has always been at its core,” explains Labadi. “The brand was built with the focus on how to bring the luxuries of the day to the guest in unique and compelling ways." This legacy is now informing the brand’s future.

“The power is in the hands of the guests right now. They are the ones determining and deciding what luxury is,” she states. “We’re also in an age and an era where luxury is not tangible. It’s a feeling. It’s not about just plastering brands everywhere and over-opulence and that white glove service. The magic sauce, that element of differentiation is really being able to customise, personalise and meet the guest needs.”

Lababidi highlights that today's guests seek experiences that are tailored to their unique needs, whether they are a family, a solo traveler, or a business person. She notes that wellness is no longer a separate offering, but a universal way of life integrated across all touchpoints, from air quality to the materials used in a hotel's design. The efficient delivery of service is also paramount, as "time is obviously a luxury."

 

Weaving story and place

Kempinski, as a collection of individual hotels, focuses on storytelling to create a unique and culturally meaningful experience at each property.

“We look at each hotel and what it brings to the table. So whether it’s a heritage hotel or a new build within a community, we really look at what the benefit is,” Lababidi explains.

The guest experience in a palace in Istanbul, she says, would be intentionally very different from one in the Seychelles.

“Take Mall of Emirates, for example. Mall of Emirates is all about the retail being the heart of the community, as well as the fact that it overlooks the Ski Dubai. So, you know, one of the things about Kempinski is we’re really fantastic at Alpine resorts, and so imagine developing an Alpine Resort in the heart of Dubai. It’s incredible.”

This commitment to storytelling goes beyond location. It influences the food and beverage concepts.

Lababidi reveals that the company's approach is honing the art of "championing the undiscovered”.

“It’s not about finding the next Michelin-star chef, but about finding the talent that is yet to be championed," to build on the brand's heritage as innovators.

 

A vision for the future

Lababidi's role is centered on innovation and insight-driven development. She is constantly evaluating concepts and listening to guest feedback to develop experiences that create “sparks of joy”.

For her, the brand’s storied history is its foundation for the future.

“Time is the ultimate qualifier of luxury, because if you [must be able to] stand the test of time… and if you look at all the great luxury brands around the world today, they have a very long, storied history,” she says.

“We’ve got a very, very considered approach to our growth… we’re being very selective in the types of projects and the locations. And again, it’s listening to our guests. Where do our guests want to go?”

The future looks bright for the brand, with a strong pipeline of projects in the Middle East, including a flagship opening in Bahrain and hotels in Saudi Arabia, as well as exciting lodges in Africa, and a presence in London, Paris, and Rome.

 

Women at the forefront

Lababidi is also a proud advocate for female leadership in the industry. She notes the significance of having a female-led C-suite at Kempinski, which a rare feat  in hospitality.

“I’m extremely proud to be one of four C-suite women, which is an incredible privilege, and it's something that’s very different within the organisation,” she states. “As an Arab woman, I’m extremely proud to be representing our region on a global stage as well, and especially within product and experience development. I think that more women need to have a seat at the table, because, you know, women are key decision makers in terms of luxury spends and luxury travel.”

When asked about the challenges she faces as a woman in the industry, Lababidi is resolute: "I think the days of ‘it's a man's world’ are long gone. I can't think of a challenge that I would have that's different than a man would have." For her, every challenge is simply an opportunity for change.