Doris Goh wants to elevate your travel experience. And that’s just what she’s done in her role as Chief Marketing Officer of Two Roads Hospitality, which counts the plush boutique brand Alila Hotels & Resorts in its collection.
“What is luxury? Luxury is many things to different people. For me it’s about living graciously, where people will want to do something for someone without expecting anything in return, about being in a community where people care enough to practice good neighbourliness,” she says.
Graciousness is the cornerstone of Alila’s branding, which Doris has worked tirelessly to perfect. Considering that Alila, which means ‘surprise’ is Sanskrit, is seen as one of the foremost luxury boutique destinations in the world is testament to her work paying off.
“At Alila, we strive to build a better community and a better company, bringing together like-minded individuals to drive intellectual tourism and grow sustainable business practices. When you go on holiday you want to take home that feeling of being inspired and rejuvenated,” says the hotelier.
Doris goes on to say that nothing spells luxury like having time on your side, and at Alila’s 14 properties across the globe from Anji in China to Uluwatu in Bali, guests have the gift of time.
The brand deliberately transports its guests to a great adventure, unravelling the unknown in true luxury, with its curated itineraries known as Alila insider moments.
“We want to bring the destination experience to our guests delivered through local engagement with the village communities. We curate learning opportunities and activities that will give a sense of place, culture and holiday options that cater to individual lifestyle preferences yet will also benefit the locals,” she emphasises.
These insider moments aren’t centred on the typical fare of visiting an early morning market. Rather, guests at Alila can look forward to trying their hand at ancient Javanese arts in Solo, or discover damascina rose water distillation in Jabal Akhdar.
Like Alila, Doris is collecting a long list of accolades. She was recently awarded CMO Asia’s Leadership Excellence Award as one of Asia’s 50 Women Leaders in Marketing.
The hospitality veteran, who came from a left a high-profile internationally-renowned hotel brand, has expressed her delight at how far the Alila brand has come since it’s early days when barely anyone knew of them.
“My friends in the hospitality industry thought I was crazy. Nobody understood what I was doing, but now they do. Sometimes it makes me laugh when people say, “Oh Alila, I love the brand!” I’m like, “Ha! Tell me that years ago, when people knew nothing about us. This experience has taught me that branding is so important,” she divulges.
Words to live by: “If you’re not happy doing what you’re doing, you’ll never be good at it.”
Next up: “We’re always innovating at Alila and we hope to one day have a property in Singapore. I believe that when we surround ourselves with people who believe in the same values and want the same things, we can make amazing things happen.”
The Great Women Of Our Time 2017 is proudly presented by Lancôme.