With over 23 years of experience in the global hospitality industry, Bianca Nastase has become a transformative leader renowned for her innovative and people-centric approach. As the Cluster General Manager of Th8 Palm Beach Resort and Wyndham Residences The Palm, Bianca combines her deep expertise with a passion for delivering extraordinary guest experiences. Her leadership philosophy, grounded in care and collaboration, has fostered a culture where teams feel empowered to excel and create meaningful connections. In this interview, Bianca reflects on her remarkable journey from the fashion industry to hospitality, sharing insights into the innovative strategies, collaborative partnerships, and guest-first ethos that define her vision for Th8 Palm.
What inspired you to pursue a career in hospitality, and how has your journey shaped your path to becoming the General Manager of Th8 Palm?
What initially brought me into the world of hospitality was my husband. He was the first one in our family to be a hotelier, and through him, I discovered what hospitality truly means. I started in the fashion industry and then transitioned into the hospitality industry when I moved to Dubai 25 years ago. It has been a long journey, and it will probably continue. Being here today at Th8 is a wonderful combination of my previous experience in the fashion industry and the 25 years I have spent in hospitality. At Th8, I have found a unique location where art and traditional hospitality come together, allowing for innovation and a passion for creativity, design, fashion, and so much more, all in one place.
In what ways has your leadership philosophy influenced the team dynamics and culture at Th8 Palm?
I’ve been here for three months, and it has been a wonderful journey so far. I believe I’ve brought a fresh approach to hospitality to the property. I strongly believe we work through people to deliver astounding experiences, as they are the most important element of what we do. While this may not be a new concept—since it is the foundation of hospitality—I think it’s increasingly important in today’s fast-paced, technology-driven world to reconnect with the core of what hospitality truly is: human interaction.
I’ve introduced a vibe that reflects this belief. For instance, during morning meetings, one of our colleagues plays a song on the guitar to start the day. We also have casual Fridays, allowing the team to come to work in business-casual attire and express themselves. We laugh, we joke, and we strive to make work enjoyable. These initiatives align with the essence of Th8, which is about creating meaningful human connections.
Th8 is a place where guests feel special and experience something a little different. Many friends and guests have told me that, from the moment they walk into the property, it feels peaceful and unique. Of course, our beautiful beach, beach club, and lush greenery contribute to this atmosphere, but ultimately, it’s the people who make the difference. It’s the human element that truly sets us apart.
Th8 Palm takes inspiration from the eighth phase of the moon – how does this symbolism resonate with the identity and offerings of the resort?
As you approach the main entrance of the hotel, you probably notice the magnificent octopus artwork displayed in front of the main door. This goes beyond just the eight phases of the moon. The octopus, with its eight legs, symbolizes the concept of eight elements, tying in beautifully with the brand’s story.
The "eight" also connects to the eight phases of the moon, bringing together aspects of local culture. Being in the Middle East, we often relate to Ramadan, the sunset, the lunar calendar, and so on. It’s a meaningful narrative behind the name, and we plan to continue building on it. We are actually planning to open a new restaurant, though I can’t reveal too many details at this time. However, the new menu will incorporate the "culture of eight" and feature related elements in both the art and the cuisine. It’s all part of weaving a beautiful and cohesive story.
Given that Dubai is a highly competitive luxury hospitality market, how does Th8 Palm differentiate itself in its approach to high-end experiences?
Th8 stands out for its unique concept, stunning surroundings, and exceptional people. It caters to diverse guests, offering a relaxing weekend for singles or couples and facilities that perfectly suit families. What makes Th8 special is its distinctive décor and identity. The lobby, though medium-sized, feels homely and welcoming, with captivating art and vibrant music. Guests can enjoy a beautiful terrace overlooking the beach, ample sunlight, and spacious outdoor areas. Whether taking in views of the Arabian Sea or the Palm, every corner of Th8 offers its own unique charm.
Th8 Palm is known for offering a personalized guest experience. How do you balance this bespoke service with operational efficiency, ensuring memorable stays without overextending resources?
It always comes back to the people. In hospitality, having well-established procedures and a team that clearly understands their responsibilities makes every task easier. This allows us to optimize resources without needing to overextend, while still delivering exceptional service.
From the pre-arrival checkpoints, such as pre-arrival calls to understand guest preferences, to the warm interactions at check-in, our team focuses on getting to know each guest.
As a boutique luxury property with just over 130 rooms, we manage fewer daily arrivals, enabling us to deliver personalized and memorable experiences for every guest. Our team stays engaged throughout the stay, ensuring all preferences are met seamlessly.
Partnerships are often essential in hospitality. How have strategic collaborations played a role in the growth and reputation of Th8 Palm?
I’ve been at Th8 for just three months, so while activations have been limited, we’ve had some notable successes. Last weekend, in partnership with our on-premises water sports company, we hosted a Red Bull event that attracted 150–200 external attendees. This was on a Saturday when our Fluid Beach and Pool Club typically draws 400–500 visitors throughout the day, thanks to its vibrant DJs and lively ambiance.
In the lobby, we collaborate with a local artist, an Arab gentleman based in Dubai, who also runs an art gallery. His work is displayed throughout the hotel, adding a creative and unique touch that reflects Th8's commitment to fostering creativity and individuality. We’ve also partnered with fashion designers, resulting in excellent exposure on social media. Looking ahead, we’re planning a potential fashion show, though I can’t share more details at this time.
Th8 thrives on collaborations, integrating art and creativity to make the property stand out. For example, we’re exploring partnerships with fitness instructors for morning yoga sessions. Luxury retail brands also frequently choose our premises for photography because of its visually attractive surroundings. These activities not only enhance guest experiences but also provide valuable exposure for the hotel.
As someone who prioritizes work-life balance, how do you manage the demanding role of GM while making time for yourself?
Balancing work and life in hospitality is challenging, but passion makes it easier. I’m fortunate to have a husband who also works in the industry, which helps him understand my schedule. While I often have long days at the hotel, so does he. Our 19-year-old son is now studying in Vancouver, Canada, which has reduced my stress as I no longer need to rush home to spend time with him before his day ends.
Balancing responsibilities requires finding a rhythm and building a well-structured team at work. When the team functions in synergy, it eases the workload and ensures smooth operations. Similarly, at home, juggling responsibilities is key to finding balance. Being a woman can add complexity, but it has worked out well for me.
I recently realized I might be the only female GM currently on the Palm. While this is an honor, I would love to see more women in leadership roles in hospitality. Many organizations are working to increase the percentage of female leaders, and I’m confident more women GMs will emerge soon.
As for burnout, it’s impossible to avoid it entirely. There are hectic days when everything seems to happen at once, which can be exhausting. However, peaceful days offer a reprieve. Ultimately, loving your job and focusing on positive aspects helps. Whether you see the glass as half-full or half-empty defines how you navigate challenges and move forward.
Could you elaborate on the HACCP certification the resort has obtained and its impact on business and guest experience?
Guest safety, especially in the post-COVID era, plays a crucial role in our business. Guests want to feel 100% comfortable within the premises and have full trust in the food they consume, knowing it meets high standards of quality and safety. Obtaining HACCP certification is essential for the hotel to validate to guests that their experience, including the food and services, adheres to the required standards.
The certification has an impact on business as it enhances the hotel's reputation and assures guests of the quality offered. While a significant percentage of guests may not specifically check for food safety and hygiene certifications before booking, having these credentials reassures them of our commitment to maintaining high standards. It may not directly drive bookings, but it adds to the trust and quality the hotel represents.
The resort industry often faces challenges related to seasonality. What strategies does Th8 Palm employ to maintain steady business year-round?
As you may know, I have a marketing background, so this is a topic I’m excited to discuss. Yes, Dubai does experience seasonality. We have the winter high season, the summer low season, and the shoulder periods in April and September.
However, compared to other destinations, Dubai has high demand almost year-round. For example, in the summer, while Dubai might see 80%–90% occupancy, many European hotels would consider that their peak season.
Managing seasonality is about understanding the market and planning well in advance. During the high season, it’s critical to identify which markets book during specific booking windows and optimize pricing accordingly. It’s important to avoid dropping rates too early or unnecessarily in periods of high occupancy.
In the summer, we focus on building a business base with markets that typically travel during this time. As summer begins, pricing is adjusted strategically to attract a fair share of business. Relationships also play a crucial role—business in Dubai often comes to hotels based on the connections and trust established. People book for people, not just for the product.
Ultimately, it’s a combination of elements: understanding the market, planning, pricing, and delivering exceptional service. When guests arrive, it’s essential to provide a quality experience that encourages them to return. This is how you build a steady, long-term business.
What proportion of Th8 Palm’s clientele consists of repeat guests, and how does this figure reflect the resort’s success in building loyalty?
The number of repeat guests at Th8 Palm is influenced by its status as a relatively new hotel, having been open for just over three years. Naturally, this results in fewer repeat guests compared to older properties.
A repeat guest is a happy guest, benefiting the hotel in two key ways: they return, support future occupancy, and act as ambassadors, referring others who may become first-time and eventually repeat guests.
Repeat guests also contribute significantly to building the hotel’s reputation and market presence, directly impacting profitability. High profitability is achieved through a synergy of excellent service, a strong reputation, high occupancy, and optimal rates. Any disruption to this cycle can negatively affect overall success.
Q1 saw exceptional performance at Th8, as well as across Dubai, driven by market movements, economic conditions, and destination preferences. Dubai traditionally experiences its strongest performance in Q1 and Q4 due to the high season, favorable weather, and major events like COP and EXPO, which attract substantial visitor volumes. Next year is expected to continue this growth trend.
Can you share any insights on occupancy rates or revenue per available room (RevPAR) that highlight the resort’s performance in Dubai’s competitive hospitality market?
As a boutique luxury property with around 130 rooms, we must optimize both occupancy and average rate equally due to our limited inventory. RevPAR is driven through a balanced strategy of these elements, aiming for near 100% occupancy while maximizing rates. Compared to other five-star luxury properties on the Palm, our performance has been progressing very successfully.
With the winter season underway, our strategy is aligning effectively. December is expected to be the highest revenue-generating month, and we’ve already matched last year’s total December revenue before the month has begun. This success reflects our ability to maintain a well-balanced mix of occupancy and average rate, optimizing revenues for the property.
As a leader in the luxury hospitality sector, how do you stay ahead of emerging trends and technologies, and how do you decide which innovations are right for Th8 Palm?
Trends in Dubai have evolved slightly over the years, but their core principles remain unchanged. With years of experience in the market, one develops an intimate understanding of the city's dynamics, enabling the anticipation of changing trends.
Effective future planning involves analyzing historical data, monitoring current market trends, and staying updated on global political and economic developments. If changes in a key market arise, swift action and a contingency plan are essential to offset potential business declines.
Success relies on deep market knowledge, strategic thinking, and early recognition of shifts through tools like daily pickup reports and long-term forecasting. Strong relationships in the market and a skilled, efficient team are crucial for implementing plans effectively. Last-minute fixes rarely succeed, making proactive preparation and adaptability vital for navigating market dynamics and achieving sustained success.
You joined Th8 Palm recently. In the coming year, what goals do you wish to achieve as GM here, and are there any particular initiatives or innovations you plan to implement?
My goal is to make Th8 the hotel and dining venue everyone wants to visit, regardless of who they are. This will be achieved by delivering extraordinary, 360-degree experiences through exceptional activations, partnerships, and an outstanding product. The property’s unique vibe, from the moment guests arrive to their time on the beach, is brought to life by extraordinary staff who make everyone feel at home.
Innovation is central to my approach. As someone naturally inclined toward innovation, I enjoy developing ideas, implementing them, and watching them succeed. Since joining Th8, I’ve been fortunate to have the support of our owner, Ifa, who has backed several of my projects, including an upcoming redesign of the hotel entrance and landscaping.
I envision Th8 as a differentiated property. Over the next year, my focus is on making the hotel stand out across social media by doing things differently—offering unique activations and experiences that people want to see, taste, and enjoy. By creating captivating experiences, everything else, including growth, will naturally follow.
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