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New hospitality horizons: Syed Ali Shahul Hameed

From trains to private aviation and branded residences, Berjaya Land Group CEO Syed Ali Shahul Hameed is redefining what a modern lifestyle looks like.

While Syed Ali Shahul Hameed’s 28-year journey with Berjaya Land is a masterclass in leadership through integrity, innovation and commitment, if there’s one quality above all else that has been his constant companion, it’s passion.

"I always tell everyone that what counts most is being passionate about what you’re doing," he tells The CEO Magazine. "When you’re driven by passion, you turn challenges into opportunities."

The seasoned executive should know. After starting with the Malaysian conglomerate as an assistant engineer in 1997 on the remote island of Tioman, Syed Ali’s passion for hospitality has seen him rise through the ranks.

"I used opportunities and continuously sought to learn," he says.

From Assistant Engineer, he became Chief Engineer, then Corporate Director, followed by Executive Director and then Joint Group CEO of Berjaya Corporation in April 2022 and Group CEO of Berjaya Land – a role he assumed in March 2023.

A hospitality hub

With business interests spanning hotels and resorts, property development, aviation and recreation and lifestyle, Berjaya Land is the property and hospitality arm of Berjaya Corporation.

It’s the name behind 34 hotels and resorts across 21 highly coveted holiday destinations in eight countries, including Malaysia, the Philippines, Vietnam, Sri Lanka, Seychelles, Japan, the United Kingdom and Iceland, where it commands an impressive collection of 13 properties.

Elevating its prestige, Berjaya Land collaborates with the finest names in luxury hospitality, including Four Seasons Hotels & Resorts in Kyoto and the upcoming Okinawa resort in Japan; Hilton with the Reykjavik Nordica, Reykjavik Konsulat Hotel (Curio Collection by Hilton) and Iceland Parliament Hotel (Curio Collection by Hilton) in Iceland; IHG for the ANA Crowne Plaza Resort Uruma Hills in Okinawa, Japan; and the illustrious Ritz-Carlton Residences in Kuala Lumpur, Malaysia.

AMP

Four Seasons Residences in Okinawa, Japan

"When you’re driven by passion, you turn challenges into opportunities."

The other core business is property development.

"We build and sell high-end apartments, affordable housing and branded residences," Syed Ali says.

These include the Ritz-Carlton Residences in Malaysia and the Four Seasons Residences in Kyoto.

Syed Ali describes the Four Seasons Kyoto, which offers premium and high-end rooms along with an 800-year-old pond, as the most iconic project Berjaya Land has completed during his tenure.

He adds that Japan is a key area of focus for hospitality and real estate projects, with further Four Seasons Residences in Okinawa, Yokohama and Karuizawa currently under construction.

High-speed goals

In early 2023, Berjaya Land established Berjaya Rail to spearhead strategic initiatives in Malaysia’s rail industry. The company has actively participated in key national rail proposals through a consortium of reputable local and international partners. These efforts position Berjaya Rail as a forward-looking contributor to the development of modern transportation networks in the country.

While rail is a new domain, Berjaya’s aviation arm, Berjaya Air, has been flying since 1989. Operating from Subang Airport, a fleet of ATR turboprop planes connects the Malaysian mainland to popular leisure destinations and serene island gateways like Redang Island in Terengganu.

OAKA Residences Bukit Jalil in Kuala Lumpur, Malaysia

"Our goal is always to provide a very high standard of service."

The company recently converted a newly purchased ATR 72 into a 26-seat business class airline serving Redang Island, the first to do so with an ATR. As one of its flagship luxury locations, it’s an investment that offers excellent value.

"Aviation supports our hospitality," Syed Ali explains.

So do its other interests: six golf courses in Malaysia, a vacation time-share network, Berjaya Vacation Club, and luxury car specialists H.R. Owen.

Big dreams

Just as Berjaya Land has evolved over time, so has hospitality in the years Syed Ali has been involved in it.

"Previously, travel and hotel stays were not common for everyone," he notes. "Today, it’s part and parcel of life."

As such, demand for quality experiences in the space has grown significantly. And his passion for delivering only the best experiences in terms of service and customer-centric excellence has come to the fore.

"We train our staff to respond quickly and carefully to every guest request. Our goal is always to provide a very high standard of service," he says. "That’s something we focus on every day."

This passion for the industry has been inspired by the Founder of Berjaya Corporation, Tan Sri Vincent Tan Chee Yioun.

"He came from very humble beginnings and has always been incredibly hardworking. Even today, he still puts in long hours," Syed Ali says.

What is particularly motivating is Tan Sri Vincent Tan’s commitment to society, particularly his charitable foundation, Yayasan My First Home, Syed Ali adds.

"The goal is simple but powerful: to make sure that no-one in this country is left without a home," he says. "People struggling with homelessness are an issue in many developed nations. He didn’t want that here."

The foundation helps low-income families, the bottom 40 percent of income earners in Malaysia, to put a down payment on their first home and secure full loans. Tan Sri Vincent Tan contributes some of his own personal money to make this happen.

"Not many people would do that," Syed Ali points out. "That kind of leadership and compassion has left an impression on me."

Jesselton Courtyard in Penang, Malaysia

"When you have a strong, committed team and good understanding between leadership and employees, that’s when you can turn challenges into opportunities."

Syed Ali also draws daily inspiration from his team.

"We have an incredible team," he says. "At Berjaya Land, we have around 5,300 employees and across the entire group, over 28,000. We work together to dream big.

"Challenges will always come, but when you have a strong, committed team and good understanding between leadership and employees, that’s when you can turn challenges into opportunities."

The way forward

Looking forward, as hospitality continues to evolve, Syed Ali and his team are integrating AI, big data and smart systems to better understand and anticipate their guests’ needs. Similarly, with property developments, smart home features and contactless experiences are being rolled out.

"This shift toward technology and data isn’t just limited to our hotels or properties," he says. "It’s something we’re applying across all our business segments, including aviation."

Such an investment is keeping Berjaya Land front of mind as more and more players in global hospitality look to make a foray into the region and beyond. Syed Ali is currently in talks with a leading global luxury hotel brand to launch another resort on Redang.

Times Square 2 in Kuala Lumpur, Malaysia

"We’re moving toward luxury hospitality and real estate. Often, these go hand in hand."

Beyond hospitality, the company is actively developing real estate. Syed Ali cites a project in Penang comprising what he calls "landed condos" – five-story residential buildings designed so residents can drive right up to their doorstep via an access bridge.

"It’s very trendy," he says, adding that the lifestyle-driven design is resonating with buyers from Singapore, Taiwan, China and Hong Kong, as well as local Malaysians.

The future, he predicts, is at the intersection of luxury hospitality and real estate.

"We’re moving toward luxury hospitality and real estate. Often, these go hand in hand," he says.

"When we develop a hotel, we also build branded residences alongside it, like the Four Seasons Hotel and Residences. The residences are sold, while we continue to operate the hotel. That integrated model is our main approach now."

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