With an impressive 25-year career in the hospitality industry, Khumar Askerova brings a wealth of experience and expertise to her role as the Director of Sales & Marketing for the Indian Ocean. Overseeing sales for the flagship property, JA Manafaru, in the Maldives, as well as other Indian Ocean locations, Khumar is well-equipped to navigate the competitive landscape.
In this interview, we delve into Khumar’s journey and her vision for the future of luxury travel in the region. She shares her belief in crafting compelling narratives that resonate with audiences, fostering personal connections, and integrating the unique cultural elements of the Maldives into her marketing campaigns—all aimed at enhancing the guest experience at JA Manafaru and beyond.
I view my career journey as a story that reflects where I have been, what I have accomplished, and how I have grown at each stage while transitioning across industries, from hospitality to real estate development, becoming an art dealer, and relocating from my home country to Brazil, Dubai, and the Maldives. I re-entered the hospitality sector, working with reputable brands like Hyatt, Marriott, and COMO, and rebranded myself for a new job search, seizing opportunities in the Indian Ocean region.
I was born and raised in Azerbaijan, where I grew up with an artist father and a doctor mother. Their influence played a key role in shaping my artistic vision and identity and developed character traits that helped me navigate life’s challenges, engage in continuous learning, and contribute to well-being, all while maintaining persistence.
My career path began with a degree in Business Administration, where I built a strong foundation in management and organisational skills. I started as a sales assistant at Hyatt, gradually moving up to a Public Relations and Brand Manager role. Later, I transitioned into Sales at Marriott International, taking on roles of increasing responsibility and launching multiple hotels in the city and ski resorts across Azerbaijan.
A notable risk I took in my career was transitioning from a secure position with recognised brands in my home country to a standalone resort in the Maldives. Though initially daunting, this move provided me with greater opportunities for growth and development into the position of Cluster Director of Sales & Marketing at COMO Hotels & Resorts and my current role with JA Hotels & Resorts as the Director of Sales & Marketing for Indian Ocean. The risk paid off as I gained valuable experience, advanced my career and expanded my professional network.
With global political instability and economic uncertainty, selling has become more challenging, with tighter budgets to manage and sales pitches that once might have taken the form of a long golf game or dinner discussion now needing to be more targeted and efficient to close.
With its constant evolution, the dynamic nature of the travel industry requires a more personal approach to each client, using different strategies based on specific market conditions, demand, and seasonality. This allows me to blend the elements of crafting compelling narratives that resonate with audiences and drive business growth.
At its core, market and audience segmentation is crucial in the process of breaking down a broader market into smaller segments, making it easier to tailor and focus on attracting an audience that shares common interests. We aim to attract higher-income earners looking for luxury at an affordable price in the Real Maldives, whether spending their holiday with families or seeking a romantic escape on a private island surrounded by lush vegetation. JA Manafaru offers great value for money and exquisite culinary experiences through the Dine Around meal plan, with five restaurants and two bars. Most of our guests stay for an average of 7 nights and frequently book their next stay while still on the island.
In addition to privacy, cultural immersion experiences, and personalised services at scale, the recently launched Wellness Retreats, set in an unspoiled nature setting, offer a culinary journey through highly-rated restaurants, including The Cellar, which features fine dining. These experiences reflect a deeper appreciation for creating lasting memories. These key trends at JA Manafaru enrich the soul while meeting the highest standards of comfort and elegance.
Among the trends in luxury travel, I would also highlight sustainable tourism as environmental concerns grow each year. We are proud to be recognised as one of the most sustainable resorts in the Maldives, with several initiatives in place. These include converting ocean-bound plastic into reusable items like beach or laundry bags and growing a home garden to produce homemade jams, sauces, pickles, and creamy natural yoghurt with delicious coconut. Additionally, our spa team is creating a new Alchemy Bar, where guests can make bathtub teas, lip balms, soaps, and more, using native plants foraged from around JA Manafaru.
For me, it is almost impossible to avoid local culture when travelling. Regardless of your motivations, it is inevitable that, as a guest, you will experience some aspect of the local culture, whether it’s through something as simple as eating the local cuisine or learning a few words of the language.
At JA Manafaru, we prioritise activities and experiences designed to immerse both regional and international guests in a way of life different from their own. This includes a captivating tour of the resort’s cultural exhibit, Magey Hiyaa, and once a week, we host an unforgettable Maldivian night. Guests enjoy a traditional “Malaafaiy” feast at Kakuni restaurant, followed by a mesmerising Boduberu performance. JA Manafaru also features historical artefacts and royal antiquities in the Utheemu gallery, offering guests the chance to discover the significance of the unique northernmost atoll, which has been pivotal in trade routes connecting Africa, Arabia, and the Far East.
We always remain connected to the guests to ensure they receive updates and information about island activities. In addition to the 24/7 Thakkaru (butler) service, we encourage guests to download our mobile app before their arrival to enhance their experience, streamline operations, and remain competitive. The app allows seamless services such as table reservations, excursion planning, spa treatment bookings, mobile check-ins, and more. Push notifications, designed like newsletters, share promotions and offers, encouraging guests to book their next stay with us.
In the next 5-10 years, I see luxury travel becoming more focused on experiences, with terms like “ultra-premium,” “authentic,” “private,” and “untouched” becoming more prevalent. Travellers will continue to seek tailor-made vacations enhanced with wellness retreat programmes in places offering increased privacy, exquisite culinary expertise, and premium, high-end amenities. I’m excited and confident that JA Manafaru will remain agile, adapting to new luxury trends and staying competitive with its offerings.
