Set in the heart of Saudi Arabia’s Al-Aziziyah district, the Braira Al-Hafr is already making waves in the world of upscale hospitality. Recognized by Luxury Lifestyle Awards as the Best Luxury City Hotel in Al-Hafr, this five-star gem sets a new tone for urban sophistication with its blend of contemporary elegance, immersive service, and design-driven suites.

In this exclusive interview, Alexander Chetchikov, President of the World Luxury Chamber of Commerce, sits down with Mr. Faris Al Khelaiwi, the visionary General Manager of Braira Group, to explore the future of luxury, the unique DNA of the Braira brand, and his perspective on excellence in city hospitality.

Interview Questions:

Alexander Chetchikov: Mr. Khelaiwi, luxury is constantly evolving – how would you personally define “luxury” in today’s world, especially within the hospitality sector?

Faris Al Khelaiwi: Luxury today is about personalization, authenticity, and emotional connection. In the hospitality sector, true luxury means anticipating the unspoken needs of guests, offering seamless service that feels intuitive rather than imposed, and creating spaces where people feel deeply cared for. It’s about crafting meaningful experiences — from a warm welcome that feels like home, to curated moments that reflect local culture and individuality. Ultimately, luxury is about time, space, and emotional resonance — giving guests the rare privilege to feel seen, valued, and at ease.

AC: The hospitality industry is experiencing a digital transformation – from virtual concierge services to AI-driven personalization. How do you see technology elevating or challenging the essence of true luxury?

FA: It’s a bridge to make it more personal. Digital tools allow us to anticipate guest needs, customize every interaction, and deliver seamless service. But at the heart of it all is the human touch — warm, genuine hospitality that creates emotional connections. Technology enhances our ability to serve, but it’s our people who bring the soul to the experience.

AC: In your opinion, what are the biggest shifts shaping the future of luxury hospitality, particularly in emerging destinations like Al-Hafr?

FA: The future of luxury hospitality is being shaped by three major shifts: personalization, purposeful travel, and destination development. Guests today seek more than just comfort — they want meaning, stories, and a connection to place. In emerging destinations like Al-Hafr, this presents a powerful opportunity. These locations are no longer seen as secondary — they are becoming frontiers of authentic luxury experiences rooted in culture and local charm.

AC: Sustainability and authenticity have become buzzwords in the industry. How can luxury brands balance opulence with responsibility in today’s climate-conscious market?

FA: Sustainability and authenticity are no longer optional — they are essential to the future of luxury. At Braira Hotels, we believe true opulence lies in thoughtful design, not excess. Our approach is to create refined experiences that honor local culture, reduce environmental impact, and support community wellbeing. From eco-conscious architecture to locally sourced amenities, we aim to craft hospitality that is both indulgent and responsible. Today’s luxury traveler values brands that align with their values — and we see that as an opportunity to lead with integrity and purpose, without ever compromising on elegance or guest comfort.

AC: Why is cross-sector collaboration important in the luxury industry today, and how do platforms like the Luxury Lifestyle Awards facilitate meaningful partnerships?

FA: In today’s interconnected world, luxury is no longer confined to a single industry — it’s an ecosystem of excellence. Cross-sector collaboration is vital because it brings together the best in innovation, craftsmanship, and experience design. Whether it’s working with local artisans, global wellness brands, or tech innovators, partnerships help elevate every guest touchpoint. Platforms like the Luxury Lifestyle Awards play a crucial role in this — they don’t just recognize achievement, they create bridges between like-minded brands. These connections spark creativity, foster trust, and ultimately help us craft a more holistic, elevated guest journey.

AC: Braira Al-Hafr was recently honored as the Best Luxury City Hotel in Al-Hafr. Mr. Faris Al Khelaiwi, what makes this property stand out in Saudi Arabia’s competitive hotel market?

FA: We are truly honored that Braira Al-Hafr was named the Best Luxury City Hotel in Al-Hafr — a reflection of our team’s passion and our brand’s commitment to excellence. What sets this property apart is its ability to offer refined luxury while staying deeply connected to the local identity. From modern, elegant design to our signature personalized service, every detail is crafted to exceed expectations. We’ve created a sanctuary where both business and leisure guests can experience world-class comfort, authentic Saudi hospitality, and a sense of belonging. In a rapidly growing market, Braira Al-Hafr stands as a benchmark for what localized, heartfelt luxury can achieve.

AC: As General Manager of Braira Group, what values or principles do you prioritize most when creating a five-star guest experience across your properties?

FA: At Braira Hotels, our five-star guest experience is built on three core principles: heartfelt hospitality, consistency in excellence, and attention to detail. We prioritize creating a sense of belonging — where every guest feels recognized, respected, and valued. It’s not just about luxury amenities; it’s about how we make people feel. From the warmth of a greeting to the precision of service, we train our teams to deliver not only professionalism, but empathy. Across all properties, I ensure we uphold these values — because true luxury is consistent, personal, and always rooted in care.

AC: Every great hotel has a soul. What was your personal vision behind the design, services, and spirit of Braira Al-Hafr?

FA: From the very beginning, my vision for Braira Al-Hafr was to create more than just a luxury hotel — I wanted to build a place with soul. A space that reflects the elegance of our brand while honoring the cultural richness of Al-Hafr. Every design choice, every service touchpoint was guided by a desire to balance modern sophistication with warm Saudi hospitality.

AC: From weddings and corporate events to bespoke city tours – Braira Al-Hafr offers it all. How important is personalization in your approach to hospitality?

FA: Personalization is the heartbeat of our hospitality philosophy at Braira Al-Hafr. Whether it’s a once-in-a-lifetime wedding, a high-stakes corporate event, or a private city tour, we believe every guest deserves an experience that feels uniquely theirs. Today’s travelers seek more than luxury — they seek relevance and recognition. Our team is trained to listen, adapt, and curate every detail to align with the individual’s preferences and purpose. It’s this thoughtful customization that transforms a stay into a memory — and that’s what defines true hospitality for us.

With bold ambition and unapologetic flair, Mr. Faris Al Khelaiwi is steering Braira Group into a new era of luxury that dares to disrupt the norm. As a proud member of the World Luxury Chamber of Commerce, Braira Al-Hafr isn’t just raising the bar – it’s rewriting the rules of what a city hotel can be.