Shanadi Liyanage
Create a sense of belonging
Q: How has your Sri Lankan background influenced your approach to branding and guest engagement in the UAE’s dynamic hospitality sector?
A: Growing up in Sri Lanka, hospitality was second nature – whether it was welcoming guests into our home or celebrating community traditions. This ingrained sense of warmth and generosity has influenced how I approach branding and guest engagement in the UAE.
In cities such as Dubai, where guests come from all corners of the world, genuine connection and thoughtful service are key.
I’ve found that the Sri Lankan emphasis on humility, attention to detail and respect translates into creating personalised guest experiences and storytelling, which feels authentic and emotionally resonant.
Q: What aspects of Sri Lankan hospitality or design sensibilities have you found to be relevant – or even in demand – in your current work?
A: Sri Lankan hospitality places a strong emphasis on sincerity, calmness and creating a sense of belonging – qualities that luxury travellers in the UAE increasingly seek.
At a time when the sector is moving away from overly polished experiences towards more organic and heartfelt engagement, these traits are incredibly relevant.
From a design perspective, elements such as natural textures, earthy palettes and the seamless indoor-outdoor flow of Sri Lankan architecture are aligning with global wellness and sustainability trends – particularly in lifestyle resort environments.
Q: In a highly competitive luxury market such as Dubai, what makes a lifestyle marketing campaign stand out today?
A: Storytelling with a soul – in a market as saturated as Dubai, aesthetics alone aren’t sufficient. A lifestyle campaign needs to emotionally resonate and reflect a brand’s deeper values.
For instance, at JA Resorts & Hotels, our promise doesn’t cover only rooms; it’s moments that mean something. Whether it’s a family beach escape or a golfing weekend, our campaigns are rooted in narrative, cultural nuance and a deep understanding of what a diverse audience aspires to.
Q: In your view, what notable trends are shaping the luxury hospitality sector in the Middle East?
A: Experience first travel is taking centre stage. Today’s guests want more than five star amenities; they’re seeking meaningful and personalised journeys. At JA Resorts & Hotels for example, we’ve embraced this through curated dining events, wellness focussed escapes and destination led storytelling.
Sustainability is also front and centre as guests opt for brands that reflect their values. Digital personalisation is evolving rapidly, and so is the appetite for local art, culinary narratives and collaborations that add emotional depth to luxury.
Q: How are guest expectations evolving, particularly in the context of personalisation and authenticity?
A: Guests are sharper, more informed and craving authenticity like never before. They want personalised service; not merely in room preferences but how brands communicate with them across every touchpoint.
In the hospitality sector, we see great success in tailoring offers for families, solo travellers and wellness seekers, based on guest data and feedback. The ability to humanise luxury through spontaneous unscripted moments is where true brand loyalty is born.
Authenticity is no longer a differentiator; it is expected.
Q: As a Sri Lankan professional living overseas, what advice would you offer young marketers back home who are aiming for international roles in hospitality?
A: Don’t underestimate the power of your roots. Our cultural upbringing gives us a unique advantage in this sector – we understand service, resilience and adaptability.
My advice is to invest in continuous learning, embrace global perspectives and build your professional confidence through exposure.Be curious, ask questions and always be willing to work hard.
And importantly, represent your heritage proudly – the world is increasingly looking for diverse voices and you can bring something truly special to the table.
Q: Do you see opportunities for more Sri Lankan led narratives or collaborations within the international luxury hospitality space?
A: Absolutely. There is so much untapped potential in Sri Lankan culture, design, wellness and cuisine that would resonate globally.
Whether it’s through sustainable crafts, heritage inspired spa rituals or storytelling rooted in our rich history, there are numerous ways to bring a Sri Lankan perspective into the international hospitality arena.
As more Sri Lankan professionals step into leadership roles abroad, I believe we’ll see a rise in partnerships and concepts that proudly showcase our cultural heritage on the world stage.