The secrets behind an unforgettable stay

Tom J. Roelens is a name synonymous with luxury, innovation and unparalleled hospitality in the world of hoteliers. As a hotelier in dynamic and glittering Dubai, he built a reputation that extends beyond the city's skyline. The seasoned businessman is managing director of Atlantis, Atlantis The Palm and the recently opened Atlantis The Royal, all paragons of exceptional luxury in a place where the sky really is the limit.

Tom Roelens' career did not begin in the desert, but rather in the lush landscapes of Belgium. Born and raised in Deinze, Roelens developed a passion for hospitality at an early age. After studying at the renowned hotel school Ter Groene Poorte in Bruges, he began his professional career that would later take him all over the world. And at the root of it is ... curiosity.

"I started my career in a lot of starred restaurants, both in Belgium and France," says Roelens. "And what you encounter then is that you come into contact with people from other countries and cultures. So my curiosity was piqued to travel later on, to discover cultures and other continents and to further explore everything to do with culinary experience. Meanwhile, I have lived in seven countries, which is also how you learn what real diversity is. Think of culture, religion, ... Which, by the way, I have always found enormously enriching. In short, you adapt to your surroundings and live as locally as possible. I always applied that empathy wherever I was working and whatever I was doing."

What makes a stay at a hotel led by Tom Roelens truly unforgettable are the unique experiences he and his team create. "It's not just about a comfortable place to stay," says Roelens. "It's about creating magical moments that will stay with guests all their lives. Do you know what it comes down to? Much of our success (almost 100 per cent occupancy) - even in summer, traditionally a more quiet period (40-50 per cent occupancy) in the rest of Dubai - is due to the fact that you don't actually have to leave our hotels to have unique travel experiences. We also have the largest water park in the world, where 590 lifeguards ensure safety every day. There is also the Lost Chambers Aquarium, where you can admire 65,000 fascinating fish amid the ruins of the legendary city of Atlantis."

"On top of that, all together we have about 50 restaurants - often not the least of them - with regular 'celebrity chefs' from all over the world coming to cook with us or conduct workshops. In fact, we have the world's largest collection of 'celebrity chefs' here. Not to mention the breathtaking 'luxury retail' we offer and the imaginative events that take place in and around our hotels. Have you ever seen fountains that also spit fire? Well, we have that here."

"Of course, another advantage is that a lot of our customers are repeat customers, and have already seen Dubai's tourist attractions. Now they just come to relax with the family and enjoy our hyper-personalised service, with all the trimmings. No detail escapes us. We work very hard on that every day. Every interaction has to be a positive interaction."

Roelens' impact goes beyond the experiences he creates for guests. He is also known for his inspirational leadership and mentorship within the hotel industry. "It is essential to inspire and mentor the next generation of hoteliers," he says. He invests a lot of time in training and developing his team of no less than 7,000 employees who come from more than 100 countries, and encourages a culture of continuous improvement and learning in a creative environment.

His leadership style is based on empathy and collaboration. "A successful hotel is the result of a dedicated team working together to achieve a common goal," says Roelens. "You rely on yourself in every situation, but certainly also on your team. Indeed, I believe rigorously in the fact that every team member, from the concierge to the chef, plays a crucial role in creating excellent hospitality experiences."

Sustainability has long since ceased to be a buzzword and Tom J. Roelens, who stands out as a real champion in this field, knows this too. He understands that luxury and sustainability can and should go hand in hand. "I spent half my career on islands, where by definition you have fragile ecosystems. I learnt a lot from that. And we apply that here. After all, we have a responsibility to protect our planet, even in the most luxurious environments," he explains.

Under his leadership, the hotels have introduced several green initiatives. These range from minimising plastic use to implementing energy-efficient technologies and supporting local, sustainable suppliers. Roelens sees this not just as a business imperative, but as a moral obligation. "For example, we have our own water bottling plant, including far-reaching recycling. We also know exactly where each piece of fish served comes from and who fished it. We also reduce waste and food waste. We even feed some herds of wild desert donkeys with the remains of our food. And, of course, much more. All together, we call it the 'Atlantis Atlas Project'. No 'green washing' here. After all, sustainability is not a trend, it is the future of our industry."

Looking ahead, Tom J. Roelens has seen a significant change since the pandemic. "We saw a very clear shift towards 'ultra luxury'. And that involves a lot of things, think about architecture, for example. People no longer want to be in an ordinary square block. With the new hotel Atlantis The Royal, we obviously played into that. You won't see a building like this anywhere else in the world. For the same traveller, the best has long since ceased to be good enough. Moreover, the spa and wellness have also been upgraded. What guests expect are experiences, adventures and events. Preferably directed and organised by the hotel itself. In fact, everything you do has to be unique. Because guests obviously love the range of options, but they don't come for that. They come for the ultra-personal service, and we know exactly - through meticulously maintained data - what each guest wants. Our butler service then provides 'cherry picking', allowing you to put together a kind of itinerary for each guest individually. 'Surprise & delight'."

How to succeed as a hotelier
Making it in this business requires a number of traits that can support and help aspiring hoteliers move forward. Tom J. Roelens provides some of them from his own rich experience. 

- Don't be afraid of the unknown: regularly plunge yourself into things you know nothing about and learn. This is the ideal way to push yourself.

- Growth opportunities: choose places that will help you in your own growth process.

- Be grateful: whether the experiences are good or bad, be grateful for them. They are useful, for the present or the future. Build on them. 

- Attitude: this is the one thing you can choose all by yourself. How you get up in the morning is up to you. Therefore, every day, make sure you have the right 'can do' mindset.

UPDATE
fresh from the press: 

Tom J. Roelens was appointed chief operating officer of Wynn Al Marjan Island, a pioneering resort set to open in Ras Al Khaimah, United Arab Emirates, shortly after this interview. Roelens will be responsible for the non-gaming operations of Wynn's first resort in the Middle East. This involves an investment of no less than $3.9 billion, and will be the first gaming resort in the United Arab Emirates.