Akram Hashem, the executive director of hospitality systems at Red Sea Global, oversees the design and buildout of hotels across the Kingdom of Saudi Arabia, from the Rosewood & Four Seasons in Amaala, passing through Ritz Carlton Reserve & Shebara at The Red Sea Project to Thuwal, a buy-out-only island retreat off the west coast. As a hospitality technology veteran with more than 20 years of experience, he champions optimizing the guest journey and experience across all the properties.

Toward the start of his career, Akram worked in Dubai at the Jumeirah Group as an IT assistant manager, quickly climbing the ladder to become a senior director of operations for multiple hotels with the company. He went on to manage operations for Meraas Holding, a major Dubai-based developer which is behind many of the city’s lifestyle, waterfront and hospitality destinations. During his tenure, he oversaw the pre-opening of hotels such as Caesars Palace and Bulgari. In late 2020, he joined Red Sea Global.

In his current role, Akram strives to integrate AI tools aimed at improving luxury guest experiences. At Red Sea Global, technology analyzes a guest’s past data, social media activity, and real-time onsite behavior to best recommend customized dining options and itineraries. Room settings such as lighting, temperature and music are automatically adjusted before the guest even arrives. Of paramount importance is seamless internet connectivity, from the time guests land at Red Sea International Airport to the moment they step into their hotel, without the need to disconnect and reconnect.

Red Sea Global also leverages advanced technologies to support their responsible development initiatives, which includes their commitment to become the world’s most ambitious regenerative tourism project. “Sustainability is a key pillar for our destinations,” says Akram.

The Red Sea Project development, Red Sea Global's central luxury tourism hub, was informed by a series of wide-ranging environmental studies and the largest marine spatial planning simulation ever undertaken to assess the environmental impact of development and operations. As a result of these findings, less than 1% of the total site area is being developed, with 75% of the destination’s islands being preserved for conservation. The company is also establishing longer term goals to enhance key habitats that sustain local biodiversity.

Looking to the future, Akram will enhance and grow Red Sea Global’s Connected Visitor Program, which includes their destination website, mobile app and eventually a single booking engine. This digital ecosystem integrates data, digital content, AI and the Internet of Things systems in order to unify and personalize travel for visitors to Red Sea Global’s major Saudi destinations. The goal is to create an intuitive and seamless guest experience, from the planning stages to boarding the plane home. “Artificial Intelligence is redefining the meaning of hospitality by creating smarter, more personalized guest journeys,” says Akram. “Data-driven personalization and predictive analysis stand out as game changers."

Akram's Best:

• Family: Married with two lovely kids, a boy and a girl.
• Hobbies: Football. “I make sure to play once a week at least!"
• Go-To Periodical or Website: Stocks news and travel information.
• Book: Atlas of AI by Kate Crawford.
• Music: R&B & Pop
• Travel Destination: Anywhere on the beach.
• Advice to Young People: “The best way to get started is to quit talking and begin doing.” — Walt Disney
• Dinner With: His mom. “She passed away 10 years ago. I would love to talk to her about my career progression and my family who she never met.”