Duetto Revenue Strategy Forum Dubai

Michael has been in the hospitality industry for more than 20 years, starting in hotel operations, working overseas in some of the finest hotels in the world. For over 10 years, he has been a part of the technology sector, holding several management positions in sales and marketing. In March 2017, he joined Duetto to build up the presence in the German-speaking markets, and in July 2025, he became Duetto's SVP of Global Sales.

An experienced hotel industry professional, he previously worked for hotel technology companies Serenata and Nor1, following years of on-property hotel experience, including stints with The Setai in Miami and Auberge du Soleil in Napa Valley.

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.

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.

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.