Monday, June 23, 2025
In this exclusive interview with Travel and Tour World, Ibrahim Mairech, Director of Sales and Marketing at Rosewood Doha, offers an insightful look into one of the region’s most highly anticipated luxury hotel openings. With the official opening for bookings set for July 15, Mairech describes this milestone as more than a logistical move—it marks the beginning of a new chapter for luxury hospitality in Qatar. The hotel promises to blend Qatari heritage with contemporary elegance, creating a narrative-rich environment where every detail is intentional.
Mairech explains that Rosewood Doha isn’t positioning itself as a typical five-star property, but rather as a lifestyle destination. The vision is to redefine luxury through emotional engagement, personalized service, and deep-rooted local connections. With Qatar rapidly gaining global attention, Rosewood Doha aims to be both a reflection and a catalyst of this transformation, offering experiences that are personal, purposeful, and culturally resonant.
To attract both international travelers and the local community, Rosewood Doha introduces eight culinary venues, each offering distinct experiences—from a 24/7 Levantine brasserie to a wellness-forward Mediterranean restaurant. The Butterfly Pâtisserie adds a signature Rosewood touch with artisanal chocolates and seasonal pastries. Beyond cuisine, the hotel showcases local art and craftsmanship, featuring collaborations with renowned Qatari creatives such as Ghada Al Khater, Yasser Al Mulla, and Azzam Al-Mannai.
One of Rosewood Doha’s standout features is Asaya, a members-only social wellness club. It offers a holistic and personalized approach to well-being, blending traditional regional therapies with modern treatments. This focus on wellness as a lifestyle reinforces the brand’s commitment to cultivating deeper emotional connections with guests.
On the marketing front, Mairech emphasizes the shift from traditional campaigns to conversation-driven storytelling. Their strategy involves hyper-local collaborations and immersive content designed to bring people into the Rosewood world rather than merely promoting it. Every brand touchpoint—from visuals to events—is crafted to reflect the Rosewood ethos of connection and authenticity.
Sustainability plays a core role in the hotel’s operations. Initiatives include local sourcing, energy-efficient systems, and partnerships with regional artisans. One key program, Partners in Provenance, highlights collaboration with Blessed Land Farm to provide hyperlocal organic produce, enriching the guest experience while supporting Qatar’s agricultural community.
Finally, looking ahead, Mairech hints at upcoming launches such as Rosewood Residences and curated cultural events. These initiatives aim to turn Rosewood Doha into a living cultural hub, not just a luxury destination, positioning it as a leader in Qatar’s evolving hospitality scene.
Rosewood Doha recently made headlines—can you share what the most significant recent development at the property has been?
What began as a vision etched on architectural paper is now becoming one of the most anticipated
openings in the region. The most defining moment recently has been opening our doors for bookings. This signifies more than just room availability—it’s an open invitation for the world to discover a new way of experiencing Doha. Every corner of Rosewood Doha tells a story, carefully curated to blend Qatari
heritage with contemporary elegance. And now, guests can finally begin writing their own chapters here,
beginning July 15.
How is Rosewood Doha positioning itself within Qatar’s evolving luxury hospitality landscape, especially with growing global interest in the region?
Qatar is stepping into the global spotlight with a newfound confidence—and we see Rosewood Doha as
both a reflection and a catalyst of that transformation. We’re not positioning ourselves as just another
luxury hotel. We’re introducing a lifestyle. A place where the design isn’t just seen, it’s felt. Where the
service is intuitive and warm, not scripted. Where the city’s stories are brought to life through
experiences, partnerships, and people. We’re here to contribute to a deeper dialogue around luxury in
Doha—one that feels personal, rooted, and progressive.
What new experiences or amenities have been introduced at Rosewood Doha to attract both local and international guests?
At Rosewood Doha, we’ve curated experiences that are intentionally layered—each one designed to
connect with both global travelers and the local community. Our culinary collection spans eight distinct
venues, from a Levantine brasserie that’s open around the clock to a Mediterranean restaurant built on
wellness and sustainability. Butterfly Pâtisserie adds a refined touch, continuing Rosewood’s signature
tradition of artisanal chocolates and seasonal pastries.
Culture is present throughout the property. Our collaboration with local creatives brings Qatar’s identity
into the everyday—from Ghada Al Khater’s bespoke chinaware in the suites to the expressive works of
Yasser Al Mulla and Azzam Al-Mannai placed across the property.
And then there’s Asaya – our members-only social wellness club. Asaya isn’t a spa in the traditional
sense. It offers a holistic approach that’s both highly personalized and deeply intentional, combining
time-honored regional therapies with modern treatments. Whether through advanced skincare, guided
movement, or moments of mindfulness, Asaya supports each member’s individual path toward well-being.
It’s a space designed for those who view wellness as a way of life—not an occasional escape.
Can you elaborate on your latest marketing strategy and how it aligns with the brand’s vision for Rosewood Doha?
Marketing today isn’t about campaigns—it’s about conversations. Our strategy is built on building
meaningful narratives that invite people into the world of Rosewood Doha, rather than broadcasting
messages from afar. From hyper-local collaborations to global media storytelling, we craft each initiative
to reflect our core belief: that luxury is about connection, not just aesthetics. Every visual, every
partnership, every word is an extension of the Rosewood lifestyle we’re cultivating—personal, purposeful,
and profoundly human.
Sustainability is increasingly important—how is Rosewood Doha integrating sustainable practices into its operations or guest experiences?
Sustainability for us is not a checklist—it’s a commitment to future generations. Whether it’s sourcing
ingredients from local farms, working with artisans who carry forward traditional crafts, or
implementing smart energy systems throughout the property, we believe in mindful decisions with lasting
impact. One of the most meaningful examples is our Partners in Provenance program, where we partner
with Jassim Al Kuwari’s Blessed Land Farm to bring hyperlocal, organic produce into our kitchens.
Through this program, we’re telling stories of place on every plate, supporting local agriculture that
enriches our guest experience with a taste of authenticity. We’re designing luxury that doesn’t cost the
planet.
What role does digital innovation or technology play in enhancing the guest journey at Rosewood Doha?
Technology at Rosewood Doha is designed to be intuitive, not intrusive. From seamless mobile check-in
experiences to integrated in-room controls, we focus on removing friction so that the emotional
connection can flourish. But innovation also extends to how we tell our story—through immersive digital
content, and personalized touches that reflect each guest’s preferences—not just their reservation.
Looking ahead, what upcoming initiatives or partnerships should we expect from Rosewood Doha in the next year?
We’re only at the beginning of a vibrant chapter. Our long-term vision includes ongoing collaborations
with local creatives and the debut of Rosewood Residences, redefining manor-style living in Qatar. We’re
also cultivating a community of tastemakers and thought leaders through thoughtfully curated events
celebrating design, music, food, and wellness. What we’re shaping here is more than a destination—it’s a
living, evolving cultural home.
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