Brand Identity in Focus at GIOHIS 2025

Last week at GIOHIS 2025 in Abu Dhabi, RLA Global’s Group CEO, Roger Allen, moderated a dynamic and thought-provoking panel titled “The Race to ‘Be Heinz’ – Is There Brand Saturation in the Market?”—delivering on the promise of one of the summit’s most anticipated discussions.

The session brought together senior leaders from across the region:

• Saurabh Bakshi, COO, Hospitality Management, Azizi
• Paul Macpherson, Chief Asset Officer, Modon Hospitality
• Yagna Pratap, GM Operations, Golden Sands Hotel
• Naim Maadad, Chief Executive & Founder, Gates Hospitality

Together, they addressed some of the most pressing questions facing hotel brands today—offering a candid look into how differentiation, consistency, and culture define long-term brand success in an increasingly competitive market.

Key takeaways included:

• The tension between brand choice and OTA reliance
• The critical importance of brand culture and operational excellence
• Owners' increasing desire for control, transparency, and ROI
• How F&B remains an underleveraged area for brand differentiation
• And the growing challenge of standing out in a crowded 'brandscape'

Roger Allen’s skilled moderation gave structure and momentum to the conversation, a quality praised by Saurabh Bakshi as “sharp, engaging, and well-rounded.”

As the hotel landscape continues to shift, panels like this reinforce the importance of open dialogue and strategic alignment between owners, operators, and brands.

Special thanks to Simon Allison for bringing such a topic to the forefront of the conversation, and compliments for the event.