Revenue Strategy Forum Dubai | Oct 30

RSF DUBAI 2025

Our Revenue Strategy Forums (RSFs) are back, and this time we're landing in the Middle East with an edition in Dubai.

This exclusive event provides a unique opportunity for hospitality executives, revenue management leaders, and decision-makers in the Middle East to access invaluable educational content that can't be found anywhere else.

In half a day, you'll access the latest trends and insights on hotel revenue strategies through a series of thought-provoking and interactive sessions, led by industry leaders from all over the world who will share their expertise on:

How the industry is rapidly evolving
What changes are coming
How to stay relevant in a very competitive landscape
How to achieve total profitability with the help of technology
And much more!

Plus, this is not just another conference; Duetto's Revenue Strategy Forum (RSF) Dubai will take place in a one-of-a-kind location, StreetXo restaurant by Michelin-starred chef Daviz Muñoz. More than an event, RSF Dubai is an experience you won't want to miss.

When: Thursday, October 30, 2025 | 9:00 - 13:00
Where: StreetXO at One&Only Za'abeel, Dubai, United Arab Emirates

The Venue: StreetXo

Duetto's Revenue Strategy Forum (RSF) Dubai will be held at StreetXo, a unique restaurant featuring Michelin-starred chef Dabiz Muñoz.

Located on the 4th floor of the luxurious One&Only Za'abeel in the heart of Dubai, StreetXo is a thrilling, high-octane theatrical experience that transforms the concept of street food restaurants into exquisite, Michelin-rated cuisine, delighting any palate.

The place will be entirely ours for the day, and it's the perfect scenario to show what Duetto is all about.

Gerald Lawless

Ambassador

World Travel & Tourism Council

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Gerald Lawless

Ambassador

World Travel & Tourism Council

Gerald Lawless started his career with Forte Hotels which culminated in him setting up and growing Forte’s operations in the Middle East.

After a 23-year career with Forte Hotels, he joined Jumeirah in 1997 and helped establish it as one of the premier luxury hotel brands in the world. Taking on the challenge of launching Burj Al Arab, the world’s most luxurious hotel, after the successful introduction of Jumeirah Beach Hotel to an eager travelling public, Mr. Lawless went on to become President and Group Chief Executive Officer of the Jumeirah Group.

At the beginning of 2016, having served for 18 years at the helm of the Jumeirah Group, Mr. Lawless assumed a new leadership position responsible for tourism and hospitality in Dubai Holding, the Group’s parent company. He has now retired from this role and continues to reside in Dubai.

He was the Chairman of the World Travel & Tourism Council from April 2016 - April 2018, and is now WTTC Ambassador.
Michael Grove

CEO

HotStats

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Michael Grove

CEO

HotStats
Samantha Williams

Chief Customer Officer

Profitroom

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Samantha Williams

Chief Customer Officer

Profitroom

Samantha Williams is an award-winning revenue specialist and Chief Customer Officer at Profitroom. Before joining Profitroom, she worked as a senior revenue and product manager, working with a mixed portfolio of over 75 hotels, and prior to this held sales and marketing manager positions for leisure resorts and hotels in the UK. Highly respected and with a strong background in hospitality, revenue management, and leadership, she has worked across numerous hotel marketing and management disciplines, enabling her to relate to the challenges that hoteliers face.

She is passionate about helping hoteliers maximise and grow their revenue and is an advocate for personalised, automated processes and integrated systems that help to make the sales process easy for employees and more engaging for guests. At Profitroom, Samantha leads the strategic and operational activities to deliver transformative, tangible results for leisure hotels and resorts in Africa, Europe, and beyond.
Ajay Singla

Head of Finance

Jumeirah

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Ajay Singla

Head of Finance

Jumeirah
Jean Hannout

Corporate VP of Finance

Rotana

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Jean Hannout

Corporate VP of Finance

Rotana
David Goodman

VP of Sales, EMEA

Duetto

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David Goodman

VP of Sales, EMEA

Duetto
Sathis Aravinda

Regional Sales Director

Duetto

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Sathis Aravinda

Regional Sales Director

Duetto

A dynamic and results-driven hospitality professional with a strong commercial acumen, specializing in total revenue and profit optimization, hotel distribution, hotel sales, and digital strategies.

With a proven track record of driving business growth, enhancing operational efficiencies, and implementing innovative digital solutions, he is committed to maximizing profitability, delivering exceptional guest experiences, and elevating brand equity.

As an inspiring leader, he empowers teams to achieve excellence through strategic vision, data-driven decision-making, and a culture of continuous improvement. His expertise in hospitality sales, revenue management, e-commerce, and distribution allows him to create sustainable and forward-thinking strategies that elevate brand positioning and market performance.
Tomos Jones

Associate Director, Customer Success, EMEA

Duetto

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Tomos Jones

Associate Director, Customer Success, EMEA

Duetto
Lyudmila Kiseleva

Senior Consultant

HotStats

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Lyudmila Kiseleva

Senior Consultant

HotStats

Passionate about hospitality industry, training and coaching people - fostering their growth and development.

An experienced strategic commercial leader with a proven track record of high performance in account management, project development, team leadership, and strategy execution.

Demonstrated success in both multicultural team environments and independent roles, consistently delivering quality results by translating business vision into actionable commercial strategies focused on all aspects of profit performance. Always employ an entrepreneurial approach, anticipating market developments and balancing long-term goals with short-term priorities.
Andrew Lawrence

Senior Business Development Manager

Profitroom

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Andrew Lawrence

Senior Business Development Manager

Profitroom

Accomplished Director of Sales and Partnerships with over 16 years of experience in technology companies. Experienced in developing a highly successful sales team while consistently achieving and outpacing sales goals. Combine entrepreneurial drive with business management skills to drive gains in revenue, market share, and profit performance.

Agenda

RSF Dubai | Reframing revenue: Leading the future of hotel profitability

Agenda subject to change.

9:00 - 10:00	Welcome coffee and registration
10:00 – 10:05	Opening words Speaker: David Goodman, VP of Sales EMEA, Duetto
10:05 – 10:25	Fireside chat: Why does profitability analysis matter In a market defined by luxury and high operating costs, focusing only on revenue is no longer enough. In this fireside chat, CFOs from leading hotel groups and the CEO of Duetto discuss how profitability analysis is reshaping strategic decision-making and why it is critical for long-term success. Moderator: Lyudmila Kiseleva, Senior Consultant, HotStats Speakers: Michael Grove, CEO, HotStats; Ajay Singla, Head of Finance, Jumeirah; Jean Hannout, Corporate Vice President of Finance, Rotana
10:25 – 10:40	Reimagining revenue strategy in the AI era This session explores the shift from relying on gut instinct to making smarter, data-driven decisions. We’ll uncover how AI and automation are reshaping strategic agility, the outdated practices hotel leaders must unlearn, and how Duetto empowers executives to drive sustainable growth. Speaker: Sathis Aravinda, Regional Sales Director, Duetto, and Tomos Jones, Associate Director of Customer Success, EMEA
10:40 – 10:55	Keynote: Hospitality leadership in a changing world Drawing on decades of leadership at Jumeirah and Dubai Holding, Gerald Lawless offers a unique perspective on driving transformation in a traditionally conservative industry. He will share lessons on fostering innovation within established organizations, uniting general managers and owners around long-term strategies, and navigating the future of luxury hospitality, leadership, and regional growth. Speaker: Gerald Lawless, Ambassador, World Travel & Tourism Council
10:55 – 11:20	Fireside chat: Breaking the habit–Moving beyond old-school thinking Why are so many hotel leaders still hesitant to automate? This fireside chat takes a candid look at resistance to change at the GM and board level, and what it really takes to break through. We’ll challenge the most common objections to Revenue Management Systems and automation. Expect an honest conversation that goes beyond the buzzwords and tackles the tough questions holding hotels back. Moderator: David Goodman, VP of Sales EMEA, Duetto Speakers: Sathis Aravinda, Regional Sales Director, Duetto; and Andrew Lawrence, Senior Business Development Manager, Profitroom
11:20 - 11:35	Digital Darwinism in Hospitality In this session, you'll be able to discover how guest expectations and technology are evolving faster than hotels are adapting, and why future-proofing is the only way to stay competitive. Speaker: Samantha Williams, Chief Customer Officer, Profitroom
11:35 - 11:55	Fireside chat: Revenue Execution That Drives Results – Real Success Stories See how modern revenue strategy delivers real results. This session showcases real-life examples of hotels that successfully transitioned from spreadsheets to a Revenue Management System (RMS). Discover how reallocating time and labor from manual pricing tasks to strategic analysis can unlock new growth opportunities. Moderator: David Goodman, VP of Sales EMEA, Duetto Speakers: To be confirmed
11:55 – 12:00	Closing remarks Speaker: David Goodman, VP of Sales EMEA, Duetto
12:00 – 13:00	Lunch
13:00	End of event