Dubai’s Hospitality Scene Ignites with New Appointment of Shanadi Liyanage at JA Resorts and Hotels
Dubai’s hospitality landscape is poised for transformation as Shanadi Liyanage takes the helm as Cluster Director of Marketing for JA Resorts & Hotels. Her appointment signals a strategic evolution in how the city engages with travelers, particularly in the highly competitive Jumeirah Beach Residence (JBR) area.
A Fresh Perspective in a Competitive Market
In a world where travel trends and consumer preferences are in constant flux, JA Resorts & Hotels’ decision to bring Liyanage onboard reflects a deep understanding of the pressures facing Dubai’s hospitality market. The city is not only riding a wave of growing tourism but also contending with formidable competition from neighboring nations investing heavily in their tourism infrastructure.
With over a decade of experience in luxury lifestyle marketing—working with iconic brands like The Dubai EDITION—Liyanage is well-equipped to navigate these challenges. Her strategic vision combines global trends with regional flavors, making her a valuable asset as Dubai seeks to attract a diverse array of travelers from Europe, Asia, and the Middle East.
Bridging Luxury with Lifestyle
Liyanage’s past projects highlight her innovative approach to marketing. By forming impactful brand collaborations—such as aligning hotels with popular entertainment phenomena like "Dubai Bling" on Netflix and "Real Housewives of Dubai" on Bravo—she has shown how creative marketing can elevate a property’s profile. These partnerships have not only generated buzz but also placed hotels at the forefront of cultural conversations.
As she steps into her new role, the expectations are high. JA Resorts & Hotels has set a trajectory for both the JA Ocean View Hotel and The Manor by JA to become more than just places to stay. They aim to become lifestyle destinations that offer unforgettable experiences, aligning perfectly with what’s demanded in today’s hospitality landscape.
Navigating the Stakes in Dubai’s Tourism Sector
In 2024, Dubai welcomed over 18 million international visitors—a near return to pre-pandemic levels, with tourism contributing roughly AED 150 billion to the local economy. However, the intense competition from countries like Saudi Arabia, which is pushing aggressively to enhance its tourism appeal as part of Vision 2030, adds pressure on hotels to innovate.
Travelers are no longer satisfied with just luxurious accommodations. Instead, they seek memorable experiences that are easily shareable on social media. This presents a challenge for hotels that must work diligently to create not just comfortable lodging but captivating stories that resonate with today’s increasingly discerning guests.
JA Ocean View Hotel and The Manor: Ready for Dramatic Changes
Located within the vibrant JBR area, JA Ocean View Hotel is strategically positioned to harness the area’s beach culture and premium shopping experiences. Meanwhile, The Manor by JA has established itself with commendable service but is ready to carve out a more distinctive brand identity amid intense competition.
Shanadi Liyanage’s marketing expertise across various sectors—including gastronomy, fashion, and design—places her in an ideal position to drive significant changes. Both hotels aim to evolve into immersive experiences that reflect JBR’s eclectic and energetic atmosphere, appealing to guests who desire not just a stay, but an experience that captivates and delights.
Adapting to New Consumer Demands
The demand for lifestyle-centric stays is particularly high among younger generations, like millennials and Gen Z, who are influencing hotel choices based on community engagement, storytelling, and authenticity. They value sustainability and cultural connection, which can influence their decisions as much as luxury amenities.
In this evolving market, the role of a marketing director transcends traditional advertising methods. Shanadi Liyanage will be tasked with crafting experiences that resonate deeply within social networks and spark conversation in wider cultural contexts. Her skill in navigating media partnerships will be pivotal in elevating JA Resorts & Hotels’ profile in both local and global arenas.
A Regional Context
Liyanage’s appointment occurs during a critical period of increased competition for Middle Eastern tourism. With neighboring countries ramping up their marketing and travel infrastructures, Dubai must continually innovate to stave off complacency. In doing so, Liyanage’s leadership not only impacts individual properties but also enhances Dubai’s reputation as a dynamic and cosmopolitan destination.
From Sri Lanka to Dubai’s Hospitality Vanguard
Originally from Sri Lanka, Shanadi Liyanage’s educational background in business and social entrepreneurship provides her with a unique global perspective. This multicultural insight is vital in Dubai’s diverse hospitality market, which seeks to remain relevant and appealing to a wide array of international visitors.
Moreover, her rise in the industry reflects a growing trend towards female leadership in the hospitality sector, challenging the traditionally male-dominated landscape. This significant shift highlights the commitment to inclusivity and innovation in Dubai’s approach to tourism.
The Path Forward: Innovation and Immersion
As Dubai’s tourism industry looks toward the future, leaders like Shanadi Liyanage are integral to navigating uncertainty and capitalizing on new opportunities. Her approach promises to transform marketing tactics from simple promotions into rich, immersive storytelling, capturing the imagination of global travelers.
With all eyes on how Dubai will continue to attract the world, Liyanage’s role will be both influential and vital. It isn’t merely about driving occupancy rates—it’s about redefining what it means to experience Dubai in the modern age of travel. The hospitality narrative is shifting, and visionaries like Shanadi Liyanage are essential in redefining that journey for a new generation of explorers.