Winged Boots Interviews: Roger Geadah, Chief Concierge at Jumeirah Burj Al Arab

"My primary focus is always on crafting unforgettable experiences for our guests, both within the hotel and around Dubai.

"My day starts with a morning briefing, collaborating closely with other hotel departments to stay informed about any special requests or events on the agenda. Following this, I touch base with my team to ensure faultless operations and guest satisfaction at each stage of a guest's stay.

"One of the great things about Jumeirah is that we make a point of getting to know our guests before they step through our doors with a range of pre-arrival communications. Now that they are checking in, we use the information we have gathered to ensure we have everything completely ready for them. From the moment they arrive, their stay is tailored to their needs and wants. Whether that is memorising the name of their children or placing a bouquet of their favourite flowers in their suite – we’ve even had guests request a framed picture of their pet be put in their room! So these briefings are a chance for us to put all of this together.

"Everything has to be consistent and precise. And the only way you can maintain that level of detail is with seamless connectivity and communication at every level.

"In terms of responsibilities, well, there is a pretty wide array – and it depends on who we have staying with and what is going on at any given time. Generally, they include everything from warmly welcoming guests upon arrival, reviewing their stay arrangements, and assisting with any queries or requests; to facilitating reservations for dining, spa services, transportation, and various excursions. This all has one principal aim: Upholding Jumeirah Burj Al Arab's impeccable service standards in all interactions.

"As the day draws to a close, the team reconvene for an afternoon briefing to reflect on the day's events and opportunities. This helps us enhance our services and prepare for the following day effectively."

A knowing smile and a nod from Roger, acknowledging the truth of the statement. It seems another thing which can be unlimited is the task list that punctuates the day of someone in his position.

"I really enjoy the chance to connect with my team in our meetings – like I say, they make our day go more smoothly. I can’t overstate the value of communication. Least favourite…probably sifting through strings of emails that could have been resolved with a quick conversation!"

I think everyone can relate to that!

"Our team provides personalised assistance for a whole range of needs, from securing exclusive restaurant reservations to arranging bespoke experiences tailored to individual interests. With our help and guidance, guests can enjoy curated luxury experiences; including everything from private yacht cruises to designer shopping sprees and scenic helicopter tours from our iconic helipad. Exclusive access to our private beach, infinity pools, and VIP events in Dubai enhances the guest experience, while tailored touches, like welcome amenities and personalised greetings, help elevate an already luxurious holiday into something exceptional.

"For something truly extraordinary, we can arrange for a hot air balloon excursion with champagne: An experience which has proved particularly popular with those looking for a memorable way to propose to their significant other. We even had one guest who wanted to take his soon-to-be fiancé up in the balloon and have a falcon fly alongside it, then swoop in and deliver the ring."

"Absolutely. I love the hot air balloon rides generally, and think they are such a special thing for our guests to experience. They happen very early in the day, so guests have to kind of psyche themselves up. They're waking up really early, and so are already geared up for a special, out-of-the-ordinary experience. Then, of course, one of the most fulfilling things about my role is the opportunity to create extraordinary experiences for our guests — particularly for an occasion such as this. 

"Every day presents new challenges and opportunities to exceed expectations, whether it's arranging a once-in-a-lifetime excursion or fulfilling a special request with creativity and precision. I thrive on the satisfaction of knowing that I have played a part in making a guest’s stay truly memorable, and I take great pride in the level of service and attention to detail that defines the Burj Al Arab experience. It is a privilege to be entrusted with ensuring that every guest leaves with unforgettable memories of their time with us.

"I also appreciate the trust that our guests place in me. Guests confide in me and entrust me with some of the most important, special moments of their lives — their anniversaries, proposals, and celebrations. I don’t take that lightly, and it truly is an honour. I guard their secrets, ensuring every detail aligns with their desires. When they say, “You made our stay magical,” I know I have hit the right note."

But Roger seems to have an endless array of Concierge magic tricks up his sleeve.

"Well, you might think so. But probably one of the more complex requests I was tasked with arranging was for one particular guest on a mission.

"He wanted to pull off the ultimate surprise for his fiancée's birthday celebration consisting of a live band serenading his beloved with the soulful melodies of Moroccan folk songs. Simple enough, I thought. But it turned out that he wanted the band to play some seriously esoteric songs – songs I couldn't even find on YouTube or anywhere else."

Hitting a roadblock with songs no one ever heard of, or so it seemed, a less determined concierge might have given up. But when the going gets tough, the tough get creative.

"I reached out to a personal music connection in Paris. Because, why not? They pointed me in the direction of a highly recommended music instructor in Casablanca, Morocco. And just like that, the pieces of the puzzle started falling into place. I employed some 21st-century problem-solving and organised a virtual rendezvous between the local band and the music maestro from Casablanca via video conference. The band rehearsed live online, fine-tuning their performance to perfection for the big night.

"Fast forward to the birthday soirée. It was a sight – and sound – to behold. As the band struck up the first notes of those elusive Moroccan folk songs, the room was filled with an air of magic and romance. Our guest's fiancée was genuinely thrilled. A simple thank you was all I needed, and I knew in my heart that we had pulled off something truly extraordinary.

"I always bring theatrics to my service delivery. It is important to have fun with the process as guests enjoy the positive vibes that come with an entertaining and informative interaction. In these scenarios, I like to think of myself as a storyteller, and each guest is a chapter waiting to unfold."

"It’s not always big gestures and once-in-a-lifetime experiences like that though. Sometimes it is as simple as ensuring that a guest gets to where they need to go feeling relaxed and prepared. For example, I once lent my own cufflinks to a businessman on the way to an important meeting who had forgotten his own. He was leaving that day, and I didn’t see him until the following year – when he dutifully returned my cufflinks! There’s a certain level of trust that you have to put in each other. They let their guard down and you get to see who they are in daily life. Then they entrust you with their special moments. There is quite a unique bond that exists between a high-end concierge and their guest."

"Empathy, intuition, and the ability to read subtle cues are indispensable in the role of a concierge. Anticipating guests' needs before they're even expressed, and handling delicate situations with tact and sensitivity: those are the hallmarks of a truly accomplished industry professional. It’s so much more than making reservations or remembering your drink order.

"Then, as I say, creativity and the ability to weave ‘story-worthy’ moments is the cherry on top."

"I certainly think the role requires someone who embodies a unique blend of traits. They are outgoing and charismatic, capable of connecting with people from all walks of life. They possess a natural curiosity and insatiable thirst for knowledge, always seeking to expand their network and stay ahead of the curve. They are adaptable and resilient, able to navigate unforeseen obstacles with grace and poise. And above all, they are passionate about hospitality, finding joy and fulfilment in making others' dreams a reality.

"I am a member of Les Clefs d’Or, an international network of highly skilled hotel concierges with principles based on service delivered through friendship. We wear golden keys on our lapels as our trademark. Through the Les Clefs d’Or network, I can assist my guests anywhere in the world, leaving them in the trusted hands of my fellow colleagues."

In an age of seemingly endless possibilities, truly story-worthy moments are sadly hard to come by. Thankfully there are people like Roger, who are bursting with them – and armed with the golden keys to help you create your own!

"We call it inclusive exclusivity. Jumeirah is all about welcoming people and showing them hospitality. I think this comes with it being a Middle Eastern brand, which embodies a culture of welcome; a culture of generosity. Of course, it also means beautiful hotels and resorts. And incredible architectural masterpieces. But it really comes down to that Arabian spirit."

"The Burj Al Arab is an icon, both in terms of its architecture and its significance on the Dubai skyline. Geographically we are on a man-made island, which adds to this sense of venturing beyond usual boundaries. Then there is this idea of sailing; of movement. Not only because we are on our own out at sea – like a voyaging ship – but also because of the building’s unique, sail-inspired design. Walking into Burj Al Arab feels like you are stepping outside of normal time and space. It’s a feeling that's hard to describe."

"Whenever anyone comes to visit me, I suggest we take a stroll through the historic Al Fahidi neighbourhood, home to charming wind-tower houses and museums that offer a glimpse into Dubai's past. There are some real hidden gems in this area, including a Hindu Temple which stands as a testament to Dubai’s historical openness to other cultures. Lots of Indian merchants came here between the 1930s and 50s and left their legacy behind. So walking through this area is like walking back through time.

"Similarly, the old souks are unmissable if you want to get a flavour of the city’s multilayered heritage and browse through stall after stall selling everything from textiles to spices and exotic fragrances in the Deira Perfume Souk. A desert safari is a fantastic way to see Dubai in a new light too. Head out onto the dunes and ride camels across the golden sands, before enjoying a traditional Arabian feast under the stars at a desert camp for a taste of traditional Emirati hospitality.

"It all depends on your interests, so I would always advise speaking to someone who lives here. At the hotel, our staff includes people from different backgrounds: all of whom bring their own set of skills and experiences. We have some colleagues who are die-hard F1 fans, for example, so when the season comes around they’re able to give guests the inside scoop on how to get the most out of it. Our foodie colleagues can recommend under-the-radar restaurants in the city where you can enjoy some truly great food. Everyone has something to bring to the team and contributes in their own way. It’s that collaboration and inclusive team spirit that helps to elevate the level of service that we can provide."

"There is not one in particular, but I really like the French Riviera. That’s where I’m from and so I will always call it home. I recently discovered Turkey, and I feel at home amid the vibes of cities like Istanbul. I also fell in love with Hong Kong. Then there is Paris, I worked there for 10 years and never stopped finding new things to adore about the city. It’s hard to pick one, and so hard to limit yourself because it all depends on what you are looking for at a particular point in time. Oh, and Queenstown in New Zealand is an absolute beauty."

"Naturally, the Burj is my favourite. But there are so many iconic hotels that limiting yourself to one is hard. 

"I like hotels with history and that have a sense of the destination, capturing its essence. One such hotel is the Pera Palace in Istanbul. Dripping with Ottoman opulence, you can’t help but feel swept away into another time and place as soon as you step inside. Fun fact: Agatha Christie wrote Murder on the Orient Express here!

"Perhaps the most dear to my heart is the Le Grand Hotel in Paris as it is where I started my career as a Concierge. I have such fond memories of this place."

The more one chats with Roger, the more his infectious sense of the limitless comes through. It becomes increasingly apparent that this is not just something which aids him in his work with guests – instilling in them the feeling that nothing is entirely beyond reach – but that it translates into his personal life and travels.

Places, like the stories he tells so enthusiastically and with such pride, hold special significance for him. Therefore, to ask him to choose just one destination or hotel, I realise, equates to asking someone to choose a friend or a particular memory as their favourite.

"Be curious, have an open mind, welcome new discoveries, and — most importantly — travel light. Speaking from a concierge point of view, I have seen so many luggage mishaps, where people put important things in their check-in and then it gets lost. Put your essentials in your hand luggage. For instance, if I am travelling for business, I make sure to have something smart to change into in my hand luggage, just in case."

Not one to limit himself to a single answer…

"Explore the food culture. Exploring the local cuisine reveals much about a place. It encapsulates its history, culture, and the people who have left their mark. When revisiting favorite destinations, Italy stands out from my foodie perspective."