Recognized by the Luxury Lifestyle Awards as the Best Luxury Bleisure Hotel in Iraq for 2025, Erbil Rotana Hotel continues to redefine modern hospitality in the region. In this exclusive conversation, Alexander Chetchikov, President of the World Luxury Chamber of Commerce, sits down with General Manager Eddy Nohra to discuss the hotel’s award-winning approach to service, innovation, and luxury.

Alexander Chetchikov: Congratulations on your recent win, Mr. Nohra. To begin, what does this award mean to you personally and to Erbil Rotana Hotel as a symbol of hospitality excellence?

Eddy Nohra: On a personal level, this is a moment of pride that reflects years of commitment to leadership, innovation, and teamwork. For Erbil Rotana, it is not just an accolade — it is a validation of our ongoing pursuit of excellence and our contribution to positioning Erbil as a destination of world-class hospitality. It inspires us to raise the bar even higher for our guests and for the city we proudly represent. A big thank-you to our guests for their trust and their continuous positive reviews.

AC: Erbil Rotana Hotel has long been recognized as a benchmark for luxury in Iraq and the Kurdistan Region. How do you define “luxury” in today’s hospitality landscape, and how has your definition evolved over the years?

EN: In the past, luxury was defined by opulence and exclusivity. Today, it’s defined by relevance and authenticity. Guests seek experiences that are intuitive, purposeful, and tailored to their lifestyle. Our definition of luxury at Erbil Rotana has evolved into delivering consistency with character — a stay that combines world-class standards with the genuine warmth of Kurdish hospitality. It’s about people, not possessions.

AC: Many hotels aim for luxury, but few achieve the level of exclusivity Erbil Rotana Hotel is known for. What do you believe sets your property apart from other five-star establishments in the region?

EN: What truly sets Erbil Rotana apart is not just the five-star facilities, but the five-star spirit of our people. Our success lies in the culture of care we’ve built and in ensuring we extend ‘Treasured Time’ — where every team member understands that excellence is not a standard, it’s a habit. We don’t just serve guests; we create relationships built on trust, attention, and genuine warmth. This emotional connection, combined with our consistency and attention to detail, is what makes Erbil Rotana a benchmark in the region.

AC: From VIPs to dignitaries, your guests often include some of the most distinguished travelers. How do you ensure that every guest, regardless of their profile, experiences the same level of care and personalization?

EN: Consistency is key. We achieve this by empowering our team to treat every interaction as personal. From detailed guest profiling to pre-arrival preferences and intuitive service training, our approach ensures no detail is left to chance. Dignitaries and repeat guests may have different expectations, but our guiding principle is the same — treasured time. Every guest deserves our highest standard of care. This philosophy has become part of our DNA.

AC: Let’s talk about innovation. Erbil Rotana Hotel has integrated digital concierge services and contactless check-in. How have these technologies enhanced the guest experience?

EN: Our commitment to innovation stems from understanding modern travelers — they value efficiency as much as warmth. Through digital concierge services and contactless check-in, guests enjoy a smooth arrival and instant access to hotel services without compromising personal interaction.

The installation of our electric-vehicle charger further strengthens our vision of sustainable luxury, catering to the evolving needs of environmentally conscious travelers.

Moreover, the newly redesigned Rotana website and app have redefined the online journey — integrating direct booking capabilities, loyalty access, and exclusive offers in one user-friendly platform. Together, these innovations create a frictionless experience before, during, and after the stay — the true hallmark of modern hospitality.

AC: Rotana as a brand has grown from a regional vision to an international presence. How does Rotana Hotels maintain its identity and standards across so many diverse markets?

EN: The brand’s foundation is built on clear operational standards and a shared service philosophy that transcends geography. What unites every Rotana property — from the Middle East to Africa and Eastern Europe — is an unwavering commitment to quality, and a deep sense of respect and trust across all levels — whether with business partners, corporate teams, or hotel-based colleagues.

We empower local teams to bring the brand to life within their own cultural context, ensuring that each hotel feels authentic to its location yet unmistakably Rotana in its service DNA. That balance between local relevance and brand consistency is what truly makes Rotana exceptional.

AC: “Treasured Time” is a guiding philosophy for the Rotana Hotel brand. How does this promise translate into the daily operations and culture within your team?

EN: ‘Treasured Time’ is not just our slogan — it’s the way we work, live, and connect. For us, it means valuing every interaction, whether it’s with a guest or a colleague. We want every guest to feel that their time with us truly mattered, and every team member to understand that their contribution makes a difference.

At Erbil Rotana, this philosophy comes to life through small gestures — remembering a guest’s favourite table, a smile that feels sincere, or a team member going the extra mile without being asked. That’s how we turn ordinary moments into treasured ones.

AC: Finally, as Erbil Rotana Hotel looks to the future, what are your priorities in maintaining leadership in the luxury bleisure segment?

EN: Our goal is to remain the preferred destination for both business and leisure travelers — what we call the bleisure segment — by continuously evolving with their needs. We’ve just completed a full room refurbishment, introducing a more vibrant, modern, and welcoming design that blends comfort with contemporary elegance. It’s a reflection of how today’s travelers live, work, and relax all in one space.

Looking ahead, we’re focusing on enhancing our lobby lounge and meeting rooms to create multifunctional spaces that foster connection, creativity, and productivity. These upgrades will bring a more modern and inviting atmosphere that complements the rhythm of today’s dynamic guests.

We’re also introducing innovative dining concepts and sustainable practices, from locally sourced ingredients to energy-efficient systems. It’s about being responsible while staying relevant — ensuring that luxury and sustainability coexist harmoniously in everything we do.

Thank you, Mr. Nohra, for sharing your insights into what makes Erbil Rotana Hotel a true icon of modern hospitality.

To learn more and book your stay, visit https://www.rotana.com/rotanahotelandresorts/iraq/erbil/erbilrotana.