In a city like Dubai, where glossy skyscrapers and ultra-luxury resorts dominate the skyline, Rove Hotels has carved out its own lane by doing things differently. Think less stiff uniforms and scripted welcomes, and more genuine personalities, authentic connections, and a team culture that feels more like family than corporate ladder-climbing. It’s this people-first approach that has propelled Rove from a smart midscale newcomer in 2016 to one of the most exciting lifestyle hospitality brands in the UAE.
With over half of its general managers being women, Green Key sustainability credentials at every property, and playful tech partnerships that fight food waste while streamlining guest check-ins, Rove is a brand with substance behind the style. And it’s not just travellers who are noticing. Travel trade partners across India, the GCC, and Europe are putting Rove firmly on the map as a go-to choice for modern, value-conscious explorers.
We caught up with Paul Bridger, Corporate Director of Operations at Rove Hotels, the man leading this dynamic brand from the frontlines. With over 20 years of hospitality experience across the Middle East, Asia, UK, and Ireland, Paul shared insights on how Rove’s team culture keeps its energy fresh, how diversity drives innovation, why sustainability is baked into every decision, and what’s next as Rove, a joint venture between Emaar Hospitality Group and Meraas Holding, sets its sights on international expansion and branded living. Delivering a fun, fuss-free, mid-scale lifestyle hospitality experience for value-conscious leisure and business travelers, Rove Hotels has its eyes set on international expansion and branded living. Spoiler alert: the future looks anything but ordinary.
1. What’s the secret behind Rove Hotels’ committed team? What motivates the team the most to continuously deliver exceptional guest experiences, while maintaining a fun corporate culture?
The key to our committed team lies in the unique environment we’ve built, one that encourages people to be their authentic selves. We hire based on personality, not just skill, because we believe true hospitality comes from genuine human connection, not robotic interactions.
Our culture is informal, inclusive, and dynamic, with a flat hierarchy that cuts through bureaucracy. This empowers our team to contribute ideas and see them come to life, which is a huge motivator. We’ve made a deliberate choice to foster a fun, open environment where the energy isn’t forced, it’s a natural result of the people we hire and how we treat each other.
2. With a strong presence of female leaders including more than 50% of GMs, how has the diverse leadership contributed to the brand’s growth and success?
We have an amazing group of female leaders who bring a powerful mix of operational excellence, emotional intelligence, and sharp commercial instincts to their roles. When you create a space where different voices are heard and valued, you naturally get better outcomes.
Our leadership diversity isn’t for show; it’s a natural outcome of our focus on hiring the right person for the job, regardless of gender or background. This approach has been instrumental in shaping Rove’s unique culture and enhancing the overall guest experience, and it is something we are incredibly proud of.
3. As Rove continues to expand, how do you balance growth with sustainability and environmental responsibility?
At Rove, sustainability is ingrained in the way we operate. We approach every new hotel and concept with a long-term mindset, considering environmental impact and community relevance in addition to financials. We focus on building efficiently and running lean operations, and we constantly train our teams on sustainable practices. All our hotels are Green Key certified and have received the Dubai Sustainable Tourism Stamp. We also have a centralised cluster team that helps us retain knowledge and share sustainability learnings across all our properties. Ultimately, our expansion is about being in places where we can do things right, with a clear purpose.
4. How is Rove leveraging technology to improve operational efficiency and drive sustainability, while delivering great guest experiences? Are there any innovative partnerships on the horizon?
We use technology where it simplifies processes and enhances the Rover experience, not where it complicates things. For us, tech is a crucial tool for efficiency and sustainability. We’ve digitized our check-in process to be more efficient and sustainable, and we use AI-powered solutions like Winnow to help us significantly reduce food waste. Behind the scenes, we use technology to automate tasks and fast-track guest requests to ensure a seamless and fuss-free stay. Looking ahead, we’re continually exploring partnerships with local startups, tech platforms, and sustainable suppliers that allow us to trial new ideas and innovate quickly.
5. What are some of the ways Rove works with travel agents and operators to keep the brand top-of-mind among travelers?
We work closely with the travel trade community across key markets like India, the GCC, and Europe, and we highly value these partnerships. Our approach is based on honest collaboration. We equip our agents with up-to-date content, flexible packages, and real-time support to make their jobs easier.
Hosting familiarisation trips is a key part of our strategy, as it allows our partners to experience Rove firsthand. We also leverage our wide variety of well-connected locations across Dubai, giving travel agents plenty of options for different destinations and price points. Ultimately, what they see is what they sell, and we make sure that experience is memorable.
6. How do you see the brand evolving in the next few years? Are there any more new openings in the pipeline you can share?
We have exciting plans for the future. Our first move outside of Dubai with Rove Al Marjan Island was a major milestone, and we are continuing to look for growth in both leisure and urban destinations, both within the UAE and internationally. A major area of growth for us is the branded residences space with Rove Home, which brings the same casual, creative energy of our hotels into longer-term living. We have also recently announced HQ by Rove, the first hospitality-branded office building in the region. As we expand, we will remain focused on the details – the small things that make a stay feel personal, local, and a bit unexpected. That’s what our guests remember and what we will continue to build our brand on.
