EDUCATION - ALINE BARHOUCHE, DUBAI INSTITUTE OF PEOPLE BOARD MEMBER: "IT'S ABOUT UNDERSTANDING PEOPLE, THEIR VALUES, AND THEIR VISION" (United Arab Emirates)
With an extensive career in human resources, the People and Culture professional shares her journey, and how she’s helping talent and leaders find their way. |
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EDUCATION - ALINE BARHOUCHE, DUBAI INSTITUTE OF PEOPLE BOARD MEMBER: "IT'S ABOUT UNDERSTANDING PEOPLE, THEIR VALUES, AND THEIR VISION" (United Arab Emirates)
With an extensive career in human resources, the People and Culture professional shares her journey, and how she’s helping talent and leaders find their way. |
Category: Middle East - United Arab Emirates - Industry economy
- Careers
- Interviews and portraits
- Trends / Expert's advice - Career - Interviews - Industry leaders
Interview made by Sonia Taourghi on 2025-03-21
 Aline Barhouche, Board member of the Dubai Institute of People and Partner at James & Cranwell
Photo credit © Dubai Institute of People
This interview with Aline is an opportunity to understand what motivates this passionate manager and what makes her approach to recruitment in the luxury hotel industry "much more than just a search for executives, but an innate ability to identify extraordinary individuals".
Aline Barhouche's professional career began with a solid university education in the hotel industry. She has seen for herself how transformative it is when organisations put people first, empower them, invest in their development and foster a culture of excellence. This philosophy now guides her work supporting leaders through the Dubai Institute of People, while connecting high-level talent with the world's most prestigious luxury brands.
Journal des Palaces: Could you walk us through your professional journey, and what motivated your transition into hospitality education?
Aline Barhouche: My professional journey began with a strong academic foundation in hospitality. Today, I'm proud to serve as both a board member and a partner in an executive search firm that focuses on luxury hospitality. This role allows me to connect top-tier talent with the world's most prestigious brands in the luxury industry. Our network is built on trust, exclusivity, and an innate ability to identify extraordinary individuals before they seek opportunities. With a strong global presence, James & Cranwell is more than an executive search firm – we are strategic partners and trusted advisers, dedicated to shaping the future of luxury. We don't just place talent, we cultivate lasting connections, building relationships that drive success and uphold excellence across every role within the luxury landscape.
The motivation for my transition into hospitality education stems from my passion for the industry and my belief in the power of education. I wanted to take the experiences I've had – both in my studies and throughout my career – and share them with aspiring hospitality professionals. It's incredibly rewarding to mentor and guide the next generation, especially as the industry continues to evolve. My goal is to help students understand the complexities of the industry while also preparing them to excel in roles that will shape their future.
What led you to become a Board member of the Dubai Institute of People?
Throughout my career, I've seen firsthand how transformative it is when organisations prioritise people – empowering them, investing in their growth, and fostering cultures of excellence. This is what led me to become a Board Member of the Dubai Institute of People in addition to being a Partner at James & Cranwell - a luxury boutique executive search firm.
The Institute's mission to elevate industry standards and nurture the next generation of leaders aligns perfectly with my own values and passion. Being part of this initiative allows me to contribute to meaningful dialogue, share insights, and help create opportunities that drive both individual careers and the industry forward. It's a privilege to collaborate with like-minded leaders who are committed to advancing people and leadership excellence in this fast-evolving sector.
What upcoming projects or initiatives at the Dubai Institute of People are you particularly excited about?
At Dubai Institution of People, our mission is to redefine human resource and people management by providing exceptional education, training, and strategic solutions. We aim to empower individuals and organisations with the knowledge, skills, and tools necessary to navigate the complexities of modern HR practices. Our commitment to excellence, innovation, and community engagement drives us to create programmes that foster professional growth and organisational success.
Our mission extends beyond conventional education; we are particularly focused on enhancing the career trajectories of C-level executives by offering specialised C-level certifications that allow them to demonstrate their expertise and leadership capabilities. These programmes are designed to cultivate the strategic thinking and advanced skills necessary for effective executive leadership.
Our exclusive membership programme grants access to a vibrant community of professionals, providing valuable networking opportunities that enable C-suite leaders to share insights, collaborate on initiatives, and foster meaningful connections.
From your perspective, how has the concept of luxury hospitality evolved in recent years, and what unique elements define the luxury experience in today's market?
The concept of luxury hospitality has evolved beyond traditional notions of opulence and grandeur. Today, true luxury is defined by authenticity, personalisation, and emotional connection. Guests are no longer seeking just exceptional service or lavish surroundings – they are looking for meaningful, immersive experiences that resonate on a personal level.
Luxury hospitality now places a stronger emphasis on wellness, privacy, and exclusivity, while seamlessly integrating sustainability and a sense of place into every aspect of the guest journey. Brands that succeed in today's market are those that deliver bespoke, intuitive service – anticipating unspoken needs – and create a sense of belonging while remaining culturally relevant and innovative. Ultimately, luxury has become more discreet, thoughtful, and human-centric, where authenticity and genuine care are the true markers of an exceptional experience.
The UAE has positioned itself as a global luxury tourism destination. Where do you see the hospitality industry in the UAE heading over the next five years, and what challenges and opportunities lie ahead?
The UAE has firmly established itself as a global leader in luxury tourism, consistently pushing boundaries in design, innovation, and guest experience. Over the next five years, I believe the hospitality industry in the UAE will continue to evolve, with an even stronger focus on personalisation, exclusivity, and experiential luxury. We'll see greater integration of wellness, sustainability, and technology as travellers increasingly seek meaningful, transformative experiences rather than traditional notions of luxury.
There's also a clear opportunity for the UAE to position itself as a leader in culinary tourism, ultra-luxury wellness retreats, and cultural immersion experiences, further diversifying its appeal to an ever more discerning global audience. In terms of challenges, the industry will need to address talent acquisition and retention, particularly for highly specialised leadership roles, as competition intensifies. Additionally, balancing rapid growth with a commitment to sustainability and authentic cultural representation will be key to maintaining long-term success. Overall, the UAE's hospitality sector is poised for continued innovation, setting new global standards for what defines luxury in the years ahead.
Looking back on your career journey, what has been the most valuable lesson you've learned that continues to guide your professional decisions today?
One of the most valuable lessons I've learned – and one that continues to guide my professional decisions – is that relationships built on trust, integrity, and authenticity are the foundation of lasting success. In the world of luxury hospitality and executive search, where discretion and personal connection are paramount, it's not just about finding the right opportunity or leader – it's about understanding people, their values, and their vision.
Taking the time to listen deeply, act with empathy, and deliver with uncompromising integrity has shaped not only the way I work but also the partnerships I've built. Ultimately, long-term success is driven by genuine relationships and a commitment to adding real value rather than quick wins. That principle continues to influence every decision I make today.
What advice would you give to young professionals aspiring to build successful careers in luxury hospitality, particularly in the competitive UAE market?
My advice to young professionals aspiring to build a successful career in luxury hospitality – particularly in the competitive UAE market – is to focus on genuine passion, cultural intelligence, and an unwavering commitment to excellence. The UAE is a dynamic and diverse environment where expectations are high, and success often comes to those who consistently go beyond delivering service to creating meaningful, personalised experiences. Invest in developing emotional intelligence and adaptability, as working with an international clientele and diverse teams requires empathy, understanding, and the ability to anticipate unspoken needs.
At the same time, never lose sight of the details – luxury is often defined by the subtle touches that make an experience truly exceptional. Finally, be patient and persistent. Building a career in this field takes time, dedication, and a willingness to learn continuously. Seek mentors, embrace feedback, and always act with integrity. In an industry built on relationships and trust, your reputation will be your greatest asset.
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