In the ever-evolving landscape of global hospitality, few leaders have left as indelible a mark as Dean Rossilli, Senior Vice President – DAMAC Hospitality. With over three decades of international experience spanning the UK, US, Australia, Southeast Asia, and now the Middle East, Dean has consistently redefined luxury hospitality through innovation, strategic foresight, and a deep commitment to guest-centric excellence.
Since joining DAMAC Hospitality in 2023, Rossilli has led a division that comprises over 7,500 keys across various hospitality assets, including hotels, serviced apartments, holiday homes, residential units, and several ongoing hospitality projects across the region, spearheading transformative initiatives that have elevated the brands’ regional influence. From launching the DAMAC Leaders’ Academy to nurture mid-level talent, to pioneering sustainability programs that eliminate plastic bottles and champion local food sourcing, his leadership has reshaped operational standards across the portfolio. Under his visionary leadership, DAMAC Hotels and Resorts has risen to new heights, with the portfolio earning multiple prestigious awards and industry accolades.
Named among the Middle East’s most influential Hospitality industry leaders in 2025, Rossilli’s impact is not just measured in milestones but in the legacy of innovation, empowerment, and elevated guest experiences he continues to build.
A Journey Crafted in Hospitality
Dean’s journey in hospitality began in his family’s Italian restaurant, where he learned the essence of service from the ground up – folding napkins, polishing cutlery, and scrubbing those endlessly large, hard-to-clean pots and pans. But beyond the chores, what truly sparked his fascination were the stories his mother shared about her guests. Those vibrant anecdotes sparked early curiosity in him and an appreciation for how thoughtfully designed spaces, genuine service, and storytelling could merge to create unforgettable travel experiences. From the beginning, Dean was deeply moved by the emotional resonance they could deliver – the moments that linger in a guest’s heart long after checkout.
Throughout his career, Dean has been fortunate to work with globally recognized brands across Australia, the UK, Europe, and Asia. He has held senior leadership roles with ONYX Hospitality Group, Pan Pacific Hotels Group, and Cycas Hospitality – each chapter adding layers to his perspective and refining his commitment to purposeful, guest-centric hospitality. His operational experience, particularly in Malaysia, Indonesia, Singapore, and Europe, taught him how cultural nuance and market dynamics influence the way we welcome, serve, and innovate.
In June 2023, Dean embraced an exciting new challenge by joining DAMAC Hospitality as Senior Vice President of Hospitality his first role in Dubai marking a new chapter and an opportunity to shape a vibrant, growing portfolio of luxury hotels and residences in one of the world’s most dynamic cities, he is inspired by the chance to reimagine what exceptional hospitality truly means and to continue crafting experiences that leave a lasting imprint.
Redefining Luxury with Vision
DAMAC Group is a trailblazer in luxury hospitality, headquartered in Dubai and part of the prestigious DAMAC Properties. Since its founding in 2002, the company has delivered over 48,000 homes and continues to expand its footprint with more than 50,000 units in planning and progress. DAMAC’s portfolio spans iconic residential towers, master-planned communities, branded residences, and lifestyle hotels across the UAE and beyond. The group has partnered with global luxury brands such as Roberto Cavalli, Versace, and de GRISOGONO to create immersive living experiences that blend fashion, design, and hospitality. Within the hospitality vertical, DAMAC Hotels & Resorts includes fully serviced hotel apartments and lifestyle hotels like the Paramount Hotels, which bring cinematic luxury to life.
As Senior Vice President of DAMAC Hospitality, Dean leads the strategic and operational direction of DAMAC’s hospitality assets. His responsibilities encompass commercial strategy, CRM, operations, and brand development across both existing properties and new projects. He oversees asset management and performance optimization, ensuring each hotel delivers on DAMAC’s promise of elevated luxury and guest-centric excellence. From launching innovative programs to enhancing service delivery, Dean works closely with Hotel General Managers and cross-functional teams to embed innovation, drive commercial excellence, and curate experiences that resonate with today’s discerning travelers. Every touchpoint from design to service is crafted to reflect DAMAC’s commitment to redefining luxury hospitality in one of the world’s most dynamic markets.
CIO Times spoke with Dean Rossilli, Senior Vice President, DAMAC Hospitality, for an insightful conversation about leadership, innovation, and his vision for the future of luxury hospitality. Below are excerpts from the interaction:
CIO Times: How do you approach leadership in managing such a large portfolio of apartments and multiple luxury properties?
It starts with vision and clarity. I believe in empowering our teams at every level while staying close to the pulse of the business. With such a wide portfolio, alignment is key, clear communication, a strong culture of accountability, and a shared ambition to deliver excellence. I spend time with my team, from Commercial, Finance, HR, L&D, CRM, Operations, Marketing and Communications to our front-line leaders because that’s where our brand lives and breathes.
CIO Times: How do you ensure high standards of service and innovation across DAMAC Hotels & Resorts?
We’ve built a culture that doesn’t settle. Regular audits, unique trainings for our cast members, and the leadership team. Our commitment to feedback helps us maintain service excellence. But we also encourage curiosity and aligning with the future, whether including our drive to start experimenting with AI in immersive experiences or designing next-gen guest journeys. Innovation, for us, is not separate from service; it enhances it.
CIO Times: What role do technology and digital transformation play in improving hospitality operations?
It’s critical. Technology is no longer just a back-end support system; it’s at the heart of the guest experience. We use AI, not just for operational efficiencies, but for storytelling. For instance, in our Murder Mystery shows at the Paramount Hotel Dubai, we have used AI-generated storytelling portraits on digital screens disguised as vintage frames, which come alive with clues embedded in the visuals. AI has started to help us create fictional stories and bring them to life. In one of our immersive dining experience live shows at Flashback Speakeasy, Paramount Hotel Dubai, we aged an actor digitally to portray the character’s father, and this adds a cinematic realism that captivates our guests.
CIO Times: What strategies do you use to enhance guest experiences and operational excellence?
Everything starts with understanding the guest. We use data-driven insights to personalize offerings, anticipate needs, and create moments of mystery and delight. From pre-arrival to post-stay, we map the entire journey to ensure consistency and excellence.
Operationally, we’re relentless in refining our service standards, elevating our cast members’ character development as part of our training, and measuring what truly matters: guest satisfaction, loyalty, and emotional connection.
We also lean into creativity and storytelling, which positions us uniquely as a brand. Whether it’s themed staycations, Paramount Pictures-branded activations, Film Festivals, or immersive live shows at our dining venues, we turn each visit into a narrative that guests want to relive and share.
A key pillar in this strategy is Loyalty. We have partnered with Global Hotel Alliance, the world’s largest collection of independent hotel brands. Paramount Hotels is part of a network that spans 45 unique brands and more than 850 hotels across 100+ countries, bringing together a world of luxury and exclusivity for over 30 million members. Paramount Hotels adds a distinct, creative touch to this prestigious alliance, offering more than just luxury stays but opening doors to extraordinary, artistic experiences that blend cinema, culture, and creativity. GHA members are invited to explore a universe
where luxury and imagination collide, making every stay not just memorable but truly transformative.
GHA DISCOVERY allows us to extend recognition, exclusive rewards, and curated experiences to our most loyal guests, no matter where they travel. It’s more than a loyalty program; it’s a platform for
storytelling, retention, and brand advocacy.
CIO Times: How do you balance luxury, sustainability, and profitability in the hospitality industry?
Today’s luxury travellers are increasingly conscious of their environmental footprint, and we believe it’s our responsibility to meet that expectation without compromising on luxury and experience.
At DAMAC Hotels & Resorts and within our Paramount Hotels and our asset portfolio, sustainability plays a key role in our overarching strategy on every level of our operations. Both Paramount Hotel Dubai and Paramount Hotel Midtown have implemented award-winning eco-conscious practices, from eliminating plastic bottles and creating sustainable gardens to prioritizing locally sourced ingredients. These initiatives have earned us the Dubai Sustainable Tourism Silver and Gold Stamps at Paramount Hotel Midtown and reinforced our position as leaders in sustainable luxury.
We are actively working toward sustainable global accreditation across our portfolio, aligning our efforts with broader Net Zero goals. From energy-efficient infrastructure and waste management systems to smart HVAC and lighting controls, every initiative is designed to reduce environmental impact while supporting operational efficiency and long-term profitability.
What makes this balance truly effective is our focus on enhancing the guest journey. Whether through immersive sustainability-themed campaigns, eco-luxury amenities, or loyalty programs like the GHA DISCOVERY, we create meaningful experiences that resonate with today’s traveller. These efforts not only build trust and loyalty but also differentiate our brand in a competitive market.
Ultimately, by designing with purpose, operating with care and innovating continuously, we ensure that sustainability, profitability, and luxury coexist – and thrive, under one vision.
CIO Times: What has been the most rewarding aspect of leading DAMAC Hospitality?
It’s the impact. Seeing our teams grow and collaborating very well, our properties win prestigious awards, or watching a guest get completely immersed in one of our cinematic experiences. Those are the moments that stay with me. Leading at DAMAC means pushing boundaries, and that is incredibly fulfilling.
CIO Times: What are the biggest challenges facing luxury hotel operators today and how can they be addressed?
Consumer expectations are evolving rapidly. Luxury guests now expect hyper-personalization, sustainability, tech integration, and emotional resonance – all at once. The key is agility. Operators need to invest in data, be open to rethinking legacy models, and never lose sight of the human touch.
CIO Times: What trends do you see shaping the future of luxury hospitality and real estate?
Experience design is key. People want meaning, not just materialism. I see growth in immersive concepts, branded residences, wellness travel, and AI-driven personalization. Co-living, hybrid stays and digital nomad communities are also influencing how we approach space and service design.
CIO Times: How do you see AI and automation influencing the hospitality industry in the coming years?
Looking forward, AI will allow us to build deeper guest profiles, refine our loyalty offerings, and deliver bespoke stays that feel truly curated. Automation will continue to support this evolution through smart room controls, seamless check-ins, and voice-activated assistance to give guests more control over their environment while freeing our teams to focus on creating lasting memories.
Innovation is not a department; it’s a mindset. We constantly challenge ourselves to explore what’s next, ensuring we stay at the forefront of digital transformation. Whether it’s through immersive entertainment, data-driven personalization, or new guest-facing technologies, we are determined to lead the way in how luxury hospitality adapts and shapes the future.
CIO Times: How do you envision the future? What will be your and the company’s goals for the next 5 years?
We’re focused on scale, substance, and storytelling. Expanding into new markets, elevating our branded experiences, and deepening guest engagement through tech, sustainability and culture. Personally, I want to continue pushing creative boundaries in the industry while building teams that are as passionate about hospitality as I am. – Dean Rossilli
“Surround yourself with great people who are specialists in their respective roles and work in a collaborative and team-oriented manner to achieve the optimum results.”
