Narmeen Mohamed

Every brand has a story, and Narmeen Mohamed excels at bringing it to life. As Director of Marketing at Atmosphere Core, she leads brand strategy for Atmosphere Hotels & Resorts and COLOURS OF OBLU, bringing over a decade of expertise in hospitality marketing. From pre-opening campaigns to international promotions and brand narrative development,

Narmeen has shaped experiences for some of the world’s most esteemed global and local hotels. Known for blending strategy with creativity, she focuses on crafting campaigns that are authentic, culturally resonant, and digitally innovative, ensuring each one connects meaningfully with today’s luxury traveller.

In this interview, she shares her insights on connecting with the modern luxury traveller through thoughtful storytelling, digital innovation, and immersive experiences. Narmeen reveals how campaigns can be both visually compelling and emotionally engaging, turning each stay into a story worth sharing. Her perspective offers a behind-the-scenes look at the creative strategies that make luxury marketing both memorable and meaningful.

Can you share the journey that led you to become Director of Marketing at Atmosphere Core and what first drew you to the world of hospitality?

My career actually began outside hospitality, at Malé Water & Sewerage Company, where I first discovered my passion for marketing. I gained hands-on experience across different functions, and it was through this role that I was first exposed to the resort industry, which immediately resonated with me. I have always loved travelling, exploring cultures, and connecting with people, so hospitality felt like a natural fit.

In 2015, I joined Sunland Hotels as a Cluster Marketing Executive for three resorts under the Coco Collection brand, which laid the foundation for my career in hospitality marketing. Four years later, I moved to CROSSROADS Maldives as part of the pre-opening team for Hard Rock Hotel Maldives and SAii Lagoon Maldives, Curio Collection by Hilton, a pivotal step that gave me the opportunity to work with internationally renowned brands entering the Maldivian market.

I then took a short break to explore creative projects, co-writing and producing children’s storybooks, before returning to hospitality with Atmosphere Core. In 2022, I joined Atmosphere Core as Assistant Director of Marketing, overseeing seven resorts across two brands (Atmosphere Hotels & Resorts and COLOURS OF OBLU), and eventually stepped into the Director of Marketing role, a milestone that continues to push and inspire me to grow further in this industry.

What emerging trends in luxury hospitality marketing are you most excited about, and how are you integrating them into your strategy at Atmosphere Core?

Two trends I’m most excited about are short-form video and AI-driven personalisation. Short- form video is transforming how guests experience a resort, they want to feel the energy, story, and vibe in just a few seconds, even before they arrive. At Atmosphere Core, this pushes us to be more creative and bold, capturing authentic moments that reflect each resort’s spirit while building a rich content library. With a portfolio of seven resorts, I focus on crafting narratives that stay true to each brand’s identity and positioning.

AI, on the other hand, helps us understand guests on a deeper level, their travel patterns, booking behaviours, and expectations. It’s especially useful across generations. Gen Z values sustainability and digital experiences, while Gen X or Baby Boomers may prioritise
personalised service and traditional luxury. Using AI smartly lets us tailor experiences and communication to feel personal and meaningful for every guest. Investing in these areas is a key part of our company-wide strategy, helping us stay ahead in a rapidly evolving industry.

As a marketing and branding professional, how do you bring your brand’s story and core values to life across different audiences, from guests to media and key stakeholders?

For me, it always begins with understanding the target guest or market segment, the brand’s positioning, and the objectives we aim to achieve. I lean on data, competitor insights, guest feedback, and direct input from operations teams to understand what guests are experiencing in real time. These insights form the foundation of every strategy and help map out the guest journey across every touchpoint.

From there, I work closely with internal teams to bring the brand narrative to life through authentic and creative storytelling, whether it’s an immersive video, a compelling PR feature, or a collaboration with a like-minded personality or brand. The ultimate goal is to make the brand feel relevant, inspiring, and true to its core values, no matter the audience or platform.

With the rise of digital and social media, how have you adapted your marketing strategies to stay relevant and capture the attention of today’s travellers?

It’s definitely been a game-changer. Social and digital media have opened up entirely new ways to connect with guests, build meaningful relationships, and amplify brand visibility in ways traditional marketing never could. Today, marketing isn’t just about promotion, it’s about creating authentic, engaging content that truly resonates and reflects the experiences guests aspire to have.

Real-time data and insights allow us to be more targeted, responsive, and effective, driving stronger results. For me, this shift has made marketing more dynamic and creative, with a sharper focus on telling inspiring stories that live on across platforms and continue to engage audiences long after their first interaction.

What do you see as the biggest challenges facing luxury hospitality marketing today, and how do you address them in your role at Atmosphere Core?

Luxury hospitality marketing is evolving rapidly, with traveller expectations becoming more sophisticated and competition in destinations like the Maldives intensifying. Today’s guests, particularly Gen Z and Millennials, are no longer looking for luxury alone, they seek authenticity, cultural depth, meaningful experiences, and responsible and conscious travel practices. The real challenge lies in standing out in an increasingly saturated market while remaining true to these values.

At Atmosphere Core, we address this by clearly differentiating our brands, showcasing immersive local experiences, and thoughtfully integrating sustainability and distinctive F&B offerings into our storytelling. We then leverage data and digital insights to ensure our campaigns remain focused, relevant, and impactful, allowing us to connect with guests in ways that feel both authentic and memorable.