Mohamed El Aghoury, General Manager of Sheraton Jumeirah Beach Resort, Shares Key Insights at Arabian Travel Market Dubai 2025 – Travel And Tour World

Travel And Tour World (TTW) had the opportunity to interview Mohamed El Aghoury, the Multi-Property General Manager of Sheraton Jumeirah Beach Resort, Dubai’s first-ever resort on Jumeirah Beach. With a rich history spanning 28 years, Sheraton Jumeirah Beach Resort has established itself as an iconic destination, cherished by guests worldwide who return year after year, attracted by its warm hospitality and enduring appeal.

Hello! How are you, and welcome. We’re delighted to have you today, representing one of the most renowned hospitality groups globally — Sheraton. Could you please tell us how your day is going and your expectations for participating at ATM Dubai 2025?

Thank you very much. It’s a pleasure to be here. Today is the third day of ATM, and it’s been very successful so far. I have been attending ATM for almost 25 years and have witnessed its steady growth every year. It’s becoming increasingly busy and more important globally. Sheraton, along with the Marriott Group, participates in trade shows worldwide, and ATM is now definitely one of the top three travel shows globally. It is far from a local event, as it truly gathers people from all over the world.

What exactly are you representing here today to the visitors and B2B market?

I am here representing the Sheraton brand as General Manager of Sheraton Jumeirah Beach Resort and Aloft Jumeirah. At ATM, we are showcasing our two properties to partners. We are meeting many partners, especially from Germany and the UK, which are our largest markets, as well as other markets. We are discussing future business opportunities and marketing strategies to increase business. The outlook looks very promising, with continuous growth year after year.

Can you share some recent performance numbers, particularly for Sheraton Jumeirah Beach Resort?

Certainly. The first quarter and first four months of 2025 have been very successful for Sheraton Jumeirah Beach Resort. Occupancy rates have improved compared to last year, and our average daily rate (ADR) has also increased. The resort underwent a complete renovation, which is a significant milestone for us. Sheraton JBR is 28 years old and was one of the first resorts in Dubai. The renovation was completed last November, and we are proud to present new products, which will open more business opportunities.

Sustainability and technology are crucial topics today. How have you integrated these into the hotel?

Technology and sustainability are indeed key priorities. About 15% of our renovation budget was dedicated to technological upgrades, including IPTV, IP phones, enhanced internet, and a guest management system that simplifies guest interactions, like ordering room service via their devices.

Regarding sustainability, technology supports our eco-friendly initiatives. For example, we replaced physical guest directories with digital apps and QR codes, reducing paper waste. As part of Marriott International’s global sustainability goals, we have started an organic garden, use glass water bottles, and implement energy conservation projects and audits. We’re fully committed to sustainability across all directions.

Business travelers are an important segment, especially in Dubai. How does Sheraton cater to their specific needs?

Business travelers are a vital part of our clientele, even though we are primarily a resort property. Sheraton JBR benefits from proximity to corporate hubs like Jebel Ali Free Zone, Dubai Media City, and Dubai Internet City, attracting many corporate guests. Business travelers require high-speed internet, workspace in rooms and common areas, private meeting rooms, and technology that facilitates their work.

We took all these into consideration during the renovation, also enhancing our Club Lounge and breakfast services to meet their expectations. Each segment—leisure or business—has different requirements, and we aim to satisfy all.

Do you have any exclusive news or upcoming projects you can share with our readers?

Absolutely. Dubai is becoming an increasingly competitive destination for food and beverage, attracting Michelin-starred chefs and innovative dining concepts. At Sheraton, we have nine food and beverage outlets. Our focus now is to enhance and revamp these outlets one by one, introducing new concepts to elevate our offerings. This is a major project we are excited about.

Would you like to add anything before we conclude?

It has been a pleasure speaking with you. We look forward to welcoming guests to experience the newly renovated Sheraton Jumeirah Beach Resort. We have great summer offers for families and couples alike. Everyone is invited to come and enjoy Sheraton JBR and Dubai!

Sheraton Jumeirah Beach Resort: Where Dubai’s Coastline Meets Timeless Comfort

Tucked along the pristine shores of the Arabian Gulf, Sheraton Jumeirah Beach Resort isn’t just a beachfront escape—it’s a serene retreat woven into the vibrant heart of Dubai’s iconic Jumeirah Beach Residence (JBR). With its lush palm gardens, private white sand beach, and warm, familiar hospitality, the resort invites travelers to slow down, reconnect, and experience the UAE’s dazzling energy through a more grounded, human lens.

From the moment you step into the lobby, you feel it. The quiet ease. The subtle luxury. The kind of welcome that feels less like check-in and more like coming home. Sheraton Jumeirah Beach Resort masterfully blends international standards with Middle Eastern charm, offering guests a unique mix of comfort and culture.

Whether you’re waking up to sunrise views over the sea, sipping a sunset mocktail by the pool, or enjoying a traditional Arabic meal under the stars, every moment at Sheraton feels thoughtfully crafted. And yet, just steps away, you’re connected to the pulse of modern Dubai—from The Walk’s lively promenade to upscale shopping, cafes, and endless entertainment options.

Perfect for families, couples, or business travelers seeking balance, Sheraton Jumeirah Beach Resort is more than a hotel. It’s a sanctuary where the soul of Dubai is celebrated—through warmth, tradition, and moments that truly matter.

In a city that often races forward, Sheraton reminds you to pause, breathe, and enjoy the journey. Because here, every stay becomes a story worth remembering.

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