In hospitality, leadership is often defined by a balance of vision, intuition and the ability to read people as closely as one reads a room. Few careers illustrate this more clearly than that of Borja, the newly appointed Hotel Manager of Rosewood Abu Dhabi. With experience across Europe, Asia and the Middle East, his trajectory reflects a modern understanding of luxury — one shaped by cultural adaptability, emotional nuance and a commitment to creating experiences that feel both memorable and meaningful.
In our conversation with him, we explore the moments that shaped his path, the philosophy behind projects such as Majlis by Pierre Hermé, and the role of serendipity in a career built on both discipline and chance. He shares how he leads diverse teams, how he inspires new talent, and how he balances operational precision with the human warmth that defines exceptional hospitality.
INTERVIEW BY PAULO MEIXEDO
Paulo Meixedo: Borja, congratulations on your promotion to Hotel Manager at Rosewood Abu Dhabi. If you look back at your journey so far, what moments feel like turning points that brought you to this role?
Borja: Thank you. Reflecting on my journey, a few key moments stand out. Early on, working across different regions—from Europe to Asia and the Middle East—taught me the value of cultural adaptability and how service can transcend borders when it’s truly guest-centric. Another turning point was leading the launch of Majlis by Pierre Hermé, where the fusion of creativity, culinary excellence, and operational precision underscored the impact a single initiative can have on elevating the guest experience. Each of these experiences shaped my approach to leadership and prepared me for the holistic responsibilities I now hold at Rosewood Abu Dhabi.
PM: You’ve worked across the Middle East, Europe, and Asia — cultures with very different approaches to hospitality. How have these experiences shaped the way you now view the meaning of luxury?
B: Luxury, to me, is less about opulence and more about creating meaningful, personalised experiences. Exposure to diverse cultures taught me that true luxury lies in understanding the guest deeply—anticipating needs, fostering authentic connections, and blending impeccable service with subtle touches of innovation. Each culture offered insights into how refinement, attention to detail, and emotional resonance come together to create memorable moments.
PM: Rosewood Abu Dhabi has become an address where refinement meets innovation. How do you define the essence of the guest journey you want to create under your leadership?
B: At Rosewood Abu Dhabi, the guest journey is about connection. From the first moment of arrival, it’s our goal to make each guest feel understood, cared for, and inspired. This means combining elegance with thoughtful innovation—whether it’s through curated dining, personalized experiences, or seamless service—so that every stay leaves a lasting impression of warmth and sophistication.
“Luxury, to me, is less about opulence and more about creating meaningful, personalized experiences. True luxury lies in understanding the guest deeply — anticipating needs and fostering authentic connections.”
PM: Your strong foundation is in Food & Beverage, and Majlis by Pierre Hermé quickly became an iconic destination. In your eyes, what makes a dining experience linger in someone’s memory long after the last taste?
B: A dining experience lingers when it engages all the senses and sparks emotion. As I often say, when you have the right recipe, the right talent, and the right environment, there is no reason why a new F&B concept shouldn’t succeed. That philosophy guided us with Majlis by Pierre Hermé. We curated every detail with intention — from choosing the right partner in Pierre Hermé, to designing a coffee program that complemented his artistry, to shaping the Afternoon Tea as a journey rather than simply a service. We benchmarked against the best Afternoon Tea experiences in the region, dissecting what made them special, and then reimagined how to elevate those elements into something unique. It was never only about flavors or presentation; it was about storytelling. The refined atmosphere, the thoughtful sequence of service, and the warmth of the team all worked in harmony to create a rhythm of surprise and delight. For example, guests often recall the moment their Afternoon Tea stand arrives — layered with creations that balance innovation and tradition — a visual spectacle followed by flavours that unfold like chapters in a story. That’s why Majlis became memorable: it wasn’t just a place to eat, it was an experience that connected with people on an emotional level, leaving them eager to return and share it with others.
“A dining experience becomes unforgettable when it engages all the senses and sparks emotion. It was never only about flavours or presentation; it was about storytelling.”
PM: You were also part of pre-opening projects, like Rosewood Miyakojima. Pre-openings often come with unexpected challenges. Was there a moment of serendipity during those projects that taught you something invaluable?
B: Absolutely. Pre-opening projects are a masterclass in adaptability and foresight. At Miyakojima, one challenge in aligning diverse teams revealed the power of shared vision and open communication as we need them to adapt to a new concept of luxury that the region has never seen before. That experience reinforced that sometimes, unexpected hurdles are opportunities in disguise—they teach you patience, resilience, and the importance of fostering trust across every level of the operation.
PM: In your new role, you’ll also oversee IT, Engineering, and Safety — areas that feel very technical. How do you balance these operational demands while still keeping the human warmth and emotional connection at the heart of hospitality?
B: The key is perspective: operations and technology are enablers of hospitality, not the end goal. By ensuring that these technical areas function flawlessly, we free our teams to focus on meaningful interactions with guests. I prioritize understanding how every department contributes to the guest journey, and I encourage my teams to see their work as part of a bigger story—creating experiences that are seamless and emotionally resonant.
PM: At DSECTION, our theme this season is Serendipity. Has there been a moment in your career — an encounter, an opportunity, even a setback — that felt like fate redirecting you toward something greater?
B: There have been several moments, but one that stands out is the opportunity to lead Majlis by Pierre Hermé. It ultimately became a defining achievement in my career. It reminded me that the right combination of timing, vision, and collaboration often appears unexpectedly—and those serendipitous moments can transform both personal growth and organisational success.
“I lead with a combination of empathy and accountability. When people are empowered to follow their passions, they flourish — and the guest experience flourishes with them.”
PM: Abu Dhabi is a city in transformation, evolving into a cultural and luxury hub. From your perspective, what makes this city unlike any other destination in the region?
B: Abu Dhabi is unique because it seamlessly blends tradition and modernity. The city is investing in culture, art, and lifestyle while preserving its heritage and values. For guests, this translates into an authentic luxury experience—one where world-class hospitality meets local authenticity, creating moments that are simultaneously sophisticated, enriching, and deeply memorable.
PM: Leadership in hospitality is about more than strategy — it’s about vision and empathy. How would you describe your leadership style, and how do you inspire your team to embrace excellence every day?
B: I lead with a combination of empathy and accountability. My goal is to inspire, empower, and unify diverse teams around a shared purpose: creating extraordinary experiences for our guests. A particular focus of mine is on Generation Z — understanding how to keep them engaged, motivated, and inspired to grow into the future leaders of hospitality. At Rosewood, we often speak about finding your calling — what truly makes you wake up every day with purpose. We actively create opportunities for our talent to pursue what they love. For example, one of our room attendants discovered his passion for fitness and personal coaching and became a highly sought-after coach, while an Executive Lounge waitress grew into her role as a Wellness Ambassador and nutritionist. These stories are proof that when people are empowered to follow their passions, they not only flourish individually but also elevate the guest experience in powerful and authentic ways.
PM: Beyond the professional side, what inspires you personally — whether it’s art, travel, food, or design — and how do these passions influence the way you see hospitality?
B: I love to draw inspiration from outside the hospitality industry — whether it’s entrepreneurship, health and wellness, mindset, travel, or design. I’m naturally curious about any field that can help me grow as a more inspiring leader, someone the younger generation can look up to. Personal growth is an important part of this journey. I dedicate time to reading and learning about leadership, discipline, and purpose, which helps me strengthen my mindset and approach challenges with clarity. These practices remind me that leadership is not just about vision but also about consistency and presence — lessons I bring into how I guide teams and shape guest experiences. Exploring new cultures and culinary traditions also sparks creativity and broadens my perspective. I bring those insights back into hospitality, reminding myself that every detail matters — from aesthetic choices to sensory experiences. These passions, combined with continuous learning, fuel my belief that thoughtful curation can transform ordinary moments into extraordinary memories.
PM: If you had to describe your philosophy of luxury in one sentence, what would it be?
B: Luxury is the art of creating meaningful, personalised experiences that resonate long after the moment has passed.
“The key is perspective: operations and technology are enablers of hospitality, not the end goal. By ensuring that these technical areas function flawlessly, we free our teams to focus on meaningful interactions with guests.”
PM: Looking ahead, what excites you the most about the future of Rosewood Abu Dhabi, and what do you hope guests will feel when they look back on their time here?
B: What excites me most is the opportunity to continuously elevate every aspect of the guest journey while fostering innovation and cultural engagement. There is nothing more rewarding than being stopped by a guest who recognises and appreciates the changes we’ve implemented. My hope is that guests leave with a sense of connection and inspiration — feeling that every moment, from dining to relaxation, was thoughtfully curated and genuinely memorable. Our goal is for Rosewood Abu Dhabi to be more than just a place to stay; it should be a lasting experience that resonates on both emotional and sensory levels.
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