Safa Rahal

Cluster Director of Marketing & Communications

Safa Rahal is Cluster Director of Marketing and Communications at Accor, the French hospitality group whose brands include Movenpick. A cluster role covers several properties at once, which means allocating one marketing budget across hotels that compete for overlapping audiences, planning campaigns and content, running public and media relations, building partnerships with brands and events, and pushing the share of direct bookings against the online travel agencies. Food and beverage outlets, meetings and events business now carry a large part of a city hotel's revenue, so the marketing plan has to serve local residents as deliberately as it serves travellers.