Banyan Tree AlUla appoints hospitality expert for Ashar Valley
Banyan Tree AlUla has announced the appointment
of Bhavesh
Rawal as Area General Manager for Ashar Valley, overseeing a
growing portfolio of properties within this iconic region of AlUla.
In his new, expanded role, Rawal will manage
operations across Banyan Tree AlUla, Habitas AlUla, Caravan AlUla,
and the newly introduced catering services at Maraya—all of
which are nestled in the breathtaking surroundings of Ashar Valley. His
appointment consolidates leadership across these distinctive properties that
have helped establish AlUla as a premier cultural and hospitali
ty destination.
Each of the properties under Rawal’s leadership
offers a unique experience. Banyan Tree AlUla is an all-villa resort
focusing on privacy and wellbeing, while Habitas AlUla promotes
sustainability, community engagement, and experiential travel. Caravan AlUla
offers a nomadic-style camping experience, and the catering services at Maraya
extend the portfolio with an event-driven dimension.
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Ashar Valley, with its dramatic sandstone
formations and rich historical landscapes, continues to be a key focus of
AlUla’s tourism development strategy. This unique positioning aligns with Saudi
Arabia’s Vision 2030, which seeks to promote cultural tourism and diversify the
nation’s hospitality offerings.
Bhavesh Rawal, who brings over 25
years of hospitality experience from the Middle East and North America, joined Banyan Tree
AlUla earlier in 2025. Since then, he has been instrumental in
supporting the resort’s growth and ensuring alignment with the brand’s values.
His appointment as Area General Manager represents an internal shift towards a
more integrated approach to managing the Ashar Valley properties.
Under Rawal’s leadership, several key
initiatives have already been launched, including the creation of a centralized
operations hub to enhance resource coordination, the introduction of catering
operations for events at Maraya, and the rollout of AlUla’s first Ramadan Tent,
a seasonal experience now set to become an annual tradition.
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In his expanded role, Rawal will continue to
focus on aligning operations with sustainability goals and elevating guest
engagement. This includes ensuring the implementation of brand standards across
the properties, launching new guest programs, and driving operational
efficiency through shared services. Additionally, he will further develop the
guest experience strategy for the Ashar Valley portfolio, which is seeing
increasing international interest as AlUla’s profile rises globally.
Rawal’s extensive operational expertise,
coupled with his culinary knowledge, positions him to lead cross-functional
teams and deliver both strategic goals and memorable guest experiences across
the properties.
Commenting
on his appointment, Rawal shared: “I am excited to
expand my responsibilities within Ashar Valley at such a dynamic time for the
region. Each property has its own unique character, and I look forward to
fostering their individuality while ensuring we consistently deliver
exceptional and meaningful experiences for our guests.”
Source: www.hoteliermiddleeast.com
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