Claudia Klingbeil’s career has been a journey of creative leadership, with experience spanning PR, events, and communications in luxury hospitality and global TV projects. Now, as Group Director of PR & Communications for Sun Siyam Resorts, she brings her extensive experience and innovative mindset to craft compelling brand stories and elevate the resort’s global presence.
In this exclusive interview, she explains how her creative approach and deep industry knowledge allow her to shape impactful communication efforts that resonate globally as Group Director of PR & Communications at Sun Siyam Resorts.
I began my career as a tour guide in Dubai, where I discovered the power of storytelling firsthand. After six years in the UAE working in events, sales, communication and marketing within various industries, I moved to the Maldives for my very first Director role, where I have had the opportunity to work on major pre-opening resort projects in luxury hospitality like Amilla Fushi, and Finolhu, as well as re-branding the iconic Huvafen Fushi. My journey then took an exciting turn when I worked as a project manager in a TV show production company, travelling the world for incredible TV & cruise projects, further sharpening my creative and organisational skills. I also spent two years in Australia, broadening my global outlook before transitioning into consulting and helping hospitality, travel, tourism, and lifestyle brands excel in their public relations, branding, communication, and social media endeavours. I served as the Consulting Director of PR & Marketing for the opening of Siyam World in 2020, and since 2022, I have been the Group Director of PR & Communications for Sun Siyam Resorts. This varied journey has fueled my passion for crafting authentic connections and creating memorable experiences worldwide.
At Sun Siyam Resorts, our communication strategy is built on three key elements: authenticity, clarity, and relevance. We know that our guests come from diverse backgrounds, and each market has its own unique tastes and expectations. That means our messaging must not only reflect the high standards and luxurious experiences our resorts offer but also resonate with local cultural nuances. First, authenticity is at the heart of our approach, as we are a local Maldivian brand. We focus on genuine storytelling—sharing the true experiences of our guests, the natural beauty of our Maldives locations, and the warm hospitality that defines our brand. Whether it’s through traditional media or digital channels, our stories are always rooted in real and memorable experiences. Second, clear and consistent messaging is vital. Our brand values must shine through in every press release, social media post, or marketing campaign. We achieve this by developing core messages that can be adapted for local markets. For instance, while our story in the Maldives might highlight pristine beaches and local traditions, our messaging in other regions may emphasise luxurious amenities and exclusive experiences.
Finally, we tailor our strategy by working closely with local teams and understanding the media landscape in each market. We adapt our campaigns to suit local trends and preferences, ensuring that our communications feel both global and personal. We partner with international key artists, Michelin star chefs, performers, practitioners, etc., that are relevant to our key markets and create invaluable experiences for our guests during their holidays. This balance between unified brand identity and localised storytelling helps us connect with our audiences on a deeper level and keeps our resorts top of mind worldwide.
Balancing long-term strategic brand positioning with the need for real-time media engagement is like running a well-oiled machine. I believe in planning ahead while staying flexible enough to adapt when unexpected opportunities or challenges arise. On the one hand, our team develops detailed PR plans and campaigns that clearly define our brand’s story and set long-term goals. These strategies cover everything from brand messaging to event planning and crisis management.
On the other hand, real-time media engagement is crucial in today’s fast-moving digital world. We constantly monitor social media, news trends, and guest feedback. This enables us to respond quickly to emerging topics and ensure that our message remains timely and relevant. It’s about having a strong backbone of strategic planning and the agility to pivot when needed. For example, if there’s breaking news or a sudden trend in hospitality, our team is ready to integrate that into our communications without compromising our core brand values.
Effective teamwork is essential. We maintain open communication channels and use collaborative tools to keep everyone informed and ready to act. This dynamic approach helps us keep our brand positioned strongly in the long run while also engaging actively with our audiences on a day-to-day basis. The result is a brand that is both consistent and lively—always ready to connect with guests wherever they are, be it in the serene Maldives or beyond.
Storytelling is at the very core of what we do at Sun Siyam Resorts. For us, every story is a chance to bring our brand to life. We start by listening closely—to our guests, our team, and the local communities where our resorts are located. By understanding what makes each location unique, we craft narratives highlighting the beauty, culture and experiences our resorts offer.
One of our favourite approaches is to create stories that show the human side of hospitality. Whether it’s a guest’s unforgettable journey in the Maldives or a behind-the-scenes look at the creative process of our culinary teams, we strive to make each story relatable and engaging. We also draw inspiration from the natural surroundings and local traditions, which add an extra layer of authenticity to our storytelling.
To ensure our stories reach a wide audience, we work with various media channels—from traditional print and broadcast media to social media platforms and blogs. Collaborating with local influencers and media partners helps us tailor our narratives to different audiences and markets. We also use visual content, such as photos and videos, to bring our stories to life in a way that words alone sometimes cannot.
Ultimately, our goal is to create content that not only informs but also inspires. We want our audience to feel the warmth of our hospitality and to be curious about the unique experiences that await them at our resorts. By blending creativity with genuine passion, we are able to build a strong and visible presence for Sun Siyam Resorts across the global media landscape.
Throughout my career, I’ve faced challenges that have tested both my resilience and my resolve, especially as a woman in a leadership role. One of the early challenges was establishing my credibility in an industry that, at times, felt dominated by traditional viewpoints. There were moments when I had to work extra hard to have my ideas heard and respected. But rather than letting these obstacles hold me back, I used them as opportunities to learn and grow.
One key approach was building strong, supportive networks. Mentorship played a huge role in my development—having experienced leaders to guide me and having a circle of peers who understood the unique challenges we face as women in hospitality made all the difference. I also focused on continuous learning and professional development, which helped me stay ahead in an ever-changing industry.
Another challenge was managing the balance between strategic vision and daily operations. The fast-paced nature of PR and communications means that you often have to juggle long-term projects with immediate, real-time issues. By staying organised, maintaining clear priorities, and empowering my team to take the initiative, I was able to navigate these challenges without compromising on quality.
As a woman in leadership, I also feel a strong responsibility to pave the way for others. I have taken every opportunity to mentor young professionals, share my experiences, and create an environment where diverse voices are valued. These challenges have not only made me a better leader but have also fueled my commitment to promoting a more inclusive and supportive industry. I truly believe that every obstacle has shaped me into a more empathetic, resilient, and innovative leader—qualities that are essential in today’s dynamic world of hospitality and PR.
As a German native who has lived and worked in the UAE, Australia, Europe, and the Maldives, I’ve seen firsthand how women’s empathy, creativity, and relationship-building skills can transform PR and communications. In hospitality, whether on the sun-kissed shores of the Maldives or in bustling global markets, these strengths are essential for crafting authentic stories and driving meaningful engagement.
Continuous learning is key to thriving in leadership roles. Staying current with digital trends, media strategies, and storytelling techniques sets women apart in an ever-evolving field. Networking is another cornerstone: by connecting with mentors, peers, and industry leaders, we gain insights, support, and opportunities. Confidence is crucial, too; embracing our ideas and experiences encourages others to do the same.
At Sun Siyam Resorts, I’ve witnessed how diverse teams spark innovation and create memorable guest experiences. When women lean into their unique talents, we shape a more inclusive future for PR and communications, one where every voice is heard and every leader, regardless of background, has the opportunity to shine.
