روزوود الدوحة: العمارة والضيافة في لوسيل

In a region where luxury knows no bounds, Rosewood Doha redefines opulence with a much deeper purpose. Beyond mere extravagance, the hotel’s philosophy is deeply rooted in meaning, where every detail tells a story of Qatari culture and heritage.

With 22 years of experience shaping the region’s hospitality landscape, Ibrahim Mairech, Director of Sales & Marketing, shares the secrets behind the hotel’s success as a cultural canvas. From his early days in operations to spearheading major rebrands in Dubai, Mairech’s journey has equipped him with a unique perspective on what drives luxury travelers.

Now, at the helm of Rosewood Doha’s largest commercial team worldwide, he sets new benchmarks for ultra-luxury hospitality, skillfully combining commercial strategy with cultural storytelling.

1. What do you find is the biggest difference(s) in the luxury market between Dubai, Saudi and Doha; and what’s key for you when tailoring sales strategies to stand out? Is there a particular “aha!” moment that captures Rosewood Doha’s appeal the most to the travel trade and guests?

Luxury expresses itself uniquely in every market: Dubai thrives on reinvention, Saudi Arabia honors heritage and discretion, and Doha is shaping a visionary kind of luxury, one that is deeply rooted in culture yet boldly forward-looking.

For Rosewood Doha, the true ‘aha!’ moment comes when guests and partners realise it is more than a hotel, it is a cultural canvas. Discovery is intricately woven into every detail. This sense of place, possibility, and belonging is what truly sets us apart. Rosewood Doha bridges Qatari heritage with modern sophistication, creating a destination that feels like home while leaving lasting memories.

2. Can you tell us more about Rosewood Doha’s stunning architecture and art inspired by Qatar’s coral reefs? How does the design concept behind this inspiration contribute to the hotel’s ‘Sense of Place,’ and what role does it play in engaging the luxury tourism and MICE partners?

Rosewood Doha was imagined as if it emerged from the waters of the Gulf. Designed by architect Ibrahim Jaidah and styled by Lillian Wu, its form draws inspiration from Qatar’s coral reefs, with fluid curves and sculptural lines that catch the light and create a striking presence along Lusail Marina. Inside, the design continues this dialogue through gentle seashell shapes, references to traditional dhow boats, and patterns that echo the artistry of mashrabiya screens.

This design does more than impress visually, it creates a true sense of place. Guests feel immediately connected to the culture and landscape of Qatar, which transforms their stay into something memorable and meaningful. For the luxury traveller, it brings authenticity and discovery, while for MICE partners, it provides a backdrop that makes events not just successful, but distinctive and rooted in the destination.

3. Given Lusail is an emerging destination, how is Rosewood Doha’s role as a ‘cultural concierge’ bridging the gap between a luxurious retreat and a deep dive into Qatar’s modern identity for guests and partners who might be new to the destination?

Lusail is still writing its story, and that gives Rosewood Doha a unique role to play. We see ourselves as more than a retreat; we are a cultural concierge, guiding guests through the threads of Qatar’s modern identity. From Arabic coffee rituals to curated art and contemporary gastronomy, every touchpoint offers an introduction to the spirit of the country.

For many guests and partners, Doha is a new chapter in their travel journey. Our role is to make that first experience both effortless and profound; pairing world-class luxury with genuine discovery. By connecting the comfort of our spaces with the vibrancy of the city around us, we help people not just visit Lusail, but truly feel its energy and ambition.

4. What is an unexpected metric or feedback point you track to prove the value of a guest’s ’emotional connection’ to the property, and how do you share that with your partners.

We’ve learned that the most powerful feedback isn’t always the most obvious. Beyond guest satisfaction scores, we look closely at the emotional language in reviews, social media posts, and even personal notes left with our team. When a guest describes how a ritual, a scent, or a design detail made them feel at home or connected to Qatar, that is a measure of success we value deeply.

We share these stories with our partners as proof of the resonance Rosewood Doha creates. Numbers matter, of course, but it is the authentic expressions of connection, when a business traveller extends their stay to explore Lusail, or when an event guest shares how the setting felt uniquely Qatari, that truly demonstrates the property’s impact. Those moments show that luxury today is about memory and meaning, not just service.

5. While still very new, what part of the Rosewood Doha story do you believe should be more well-known and why?

What I wish was more widely known is how deeply Rosewood Doha is rooted in Qatar’s creative and cultural community. The architecture is striking, yes, but the real story lies in the collaborations that bring the hotel to life. We have partnered with Qatari artists such as Yasser Al Mulla and Ghada Al Khater, whose works and bespoke creations give our spaces an authentic voice. Even the dining experience is connected to the land through our partnership with Blessed Land Farm, where local farmer Jassim Al Kuwari supplies organic produce directly to our kitchens.

Rosewood Doha isn’t simply a global luxury brand arriving in Lusail, it’s a property that listens, collaborates, and contributes to the cultural fabric of Qatar.

6. And finally, what is your personal favourite element or offering about the Rosewood Doha and why?

My favorite element of the Rosewood Doha is its seamless integration of Qatari culture and contemporary luxury. The hotel masterfully incorporates local artistry and heritage into its modern design, creating a unique and deeply authentic sense of place. This thoughtful approach ensures that every guest experience is not just luxurious, but also a meaningful connection to Doha itself.