Shangri-La Muscat, Oman appoints Joakim Af Trolle Velinder as Director of Sales and Marketing

Joakim Velinder will assume the role of Director of Sales and Marketing for Shangri-La Muscat in Oman from 19th of May 2024. The Swedish national will join the leadership team at the iconic Shangri-La Barr Al Jissah and Shangri-La Al Husn, a complex boasting 640 rooms with 14 outlets, in their beautiful setting on the shores of the sparkling Gulf of Oman.

Joining Shangri-La Group from the Hyatt Group, Joakim Velinder has distinguished himself as an award-winning and visionary leader in his field. After gaining early experience in Europe, his career has focused on commercial roles in the Middle East’s hotel industry, with assignments in Dubai, Bahrain, Saudi Arabia and culminating in his most recent role as the Cluster Director of Sales and Marketing for Alila Hotels in Oman.

The Commercial leader brings a wide-ranging experience within the hospitality industry to bear on his new role, holding several operational positions before moving into Sales and Marketing. In a career that has already taken him to several landmark luxury hotels around the world, including London’s Goring Hotel and the Park Hyatt Dubai, this broad operational and strategic knowledge is complemented by an in-depth understanding of the regional market, with successful leadership positions & assignments in four of the six GCC states.

“I’m looking forward to joining the Shangri-La team, leveraging my regional expertise, global connections, and enhancing and expanding the group’s exceptional partnerships across the board,” says Velinder. “I relish the opportunity this presents to drive business in our key source markets, in alignment with the ethos of the Shangri-La Group, which prides itself on giving a local flair to international standards of luxury and elegance.”

Nick Flynn, Hotel Manager states, “I’m delighted to be welcoming Joakim Velinder to our leadership team to oversee the property’s Sales and Marketing strategies. His experience speaks for itself, and his broad knowledge of both the industry and the region will be an exceptional asset to the team as we pursue our key priorities through 2025.”

With a sterling track record of innovation and detail-oriented strategic planning, and a commitment to devising optimal solutions that has often made his work a regional reference point, Joakim Velinder will bring new energy and a clear vision of the future to this role. His addition to the Shangri-La team will enhance and support the continued flourishing of Shangri-La Barr Al Jissah and Shangri-La Al Husn, allowing the warm and gracious Omani welcome of this uniquely beautiful resort to be experienced by a truly global audience.


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