Nicolas Chammaa, General Manager, Fujairah Rotana Resort & SpaSustainability has become table stakes in hospitality. Today’s guests expect more than surface-level green claims. They want to see it, feel it, and be part of it. The days of simply promoting eco-certifications or recyclable materials are behind us. The real opportunity now lies in how brands communicate sustainability with purpose, clarity, and cultural relevance.
Having worked in hospitality across the UAE, I’ve seen the shift firsthand. Many properties are making remarkable strides, rethinking operations, building community partnerships, and improving their footprint. But there’s still a disconnect. Their marketing does not always reflect the depth or intention behind the efforts.
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