Strategic Human Resource Management Analysis of Rotana International

This report provides an in-depth analysis of Rotana International's human resource management (HRM) strategies. It explores Rotana's commitment to providing high-quality hospitality services and its strategic growth, focusing on its expansion across the Middle East, Africa, and Eastern Europe. The report examines Rotana's approach to employee development, including training programs like TAROT and LEAD, performance management, and employee satisfaction. It highlights the company's emphasis on creating a positive work environment, fostering employee engagement, and adhering to health and safety standards. The report also discusses Rotana's commitment to employee recognition, rewards, and its adherence to local regulations regarding employee rights, illustrating how these practices contribute to the company's success in a competitive global market.

Running head: ROTANA INTERNATIONAL HUMAN RESOURCE MANAGEMENT
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Rotana international human resource management
Name:
Institution:

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Introduction
Functioning as Rotana, the group established its initial assets, the Beach Rotana, Abu
Dhabi and currently it is one of the leading hotel firms in South Asia, Middle East, Africa and
Eastern Europe. Rotana Hotel was established by a coalition between Selim El Zyr and Al
Nowais, who were united by Imad Elias and Nael Hashweh three years later (Rotana, n.d).
Rotana focuses on offering its guest with high-quality drink and food, calm and safe surrounding,
a warm welcome and a site to discuss and socialize while discussing the activities of the day
(Rotana times, 2019). Rotana's distinctive trademark of hospitality is explained by the mixture
of strict international expertise and principles, and Arabian culture. The company is one of the
leading hotel organisation sectors and presently controls a collection of 70 assets over Africa and
the Middle East, with a vigorous progression strategy in place (Aldosari, 2013). The firm has an
exclusive knowledge of the communities and culture of the Middle East with the group expertise
of a managerial team backing over 35 years of global experiences in the hospitality sectors
(Rotana earth, n.d).
Ever since foundation, business has developed to is the largest hospitality in the region,
which has made the trademark not merely widely known but much admired. Rotana’s strategic
growth is composed of a group of experts who have unique global experience and vital
knowledge of the communities and cultures of Africa and the Middle East. The exciting
development in the number of the Rotana properties under control is power-driven by constancy
in ‘getting it right' the first time, every time (Rotana earth, n.d).
Eyeing to emphasise on its trademark, the company pledges "treasure time, our promise
to you" Rotana realised the necessity to create their relationship in way that upsurge client

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fulfilment, advance productivity, and progress teamwork within and across property (Bloomberg,
2019). The Tripat Mehrotra, area director of employment expansion, recognised that to release
this, managers required to initiate the attitudes and skills that will build the rights organisation
beliefs to realise the corporation's vision.
Functioning in extremely competitive surroundings and to the highest universal
standards, the hotel has a distinct capability to provide the finest of Arabian hospitality (Bratton
& Gold, 2017). Controlled by a close-knit, hands-on administrative group, the development of
the firm has been both extraordinary and exceptional in the number of possessions working
under the Rotana umbrella. Clients are enticed and upheld by the offer of increasing and full
names of individual selections in relations of form, budge locations and property style. The
organisation is controlled by people who are capable of comprehending and transferring not
merely what the locality has to provide, but also to build "packages" that will reflect it to be more
superior where global chains could wish to do (Bloomberg, 2019).
Rotana ‘s growth strategies have seen the business develop from two properties in
between 1993 to over 50, projecting a total of 100 by 2020 (Rotana, n.d). Numerous future
companies’ assets are planned for opening, as the firm tends to have a possession in all principal
cities over South Asia, Middle East, Eastern Europe and Africa within the next five years. For
instance, it opened in Istanbul as part of an ambitious growth strategy to progress in Europe.
The company signed management with golden group holding (GGH), a diversified Oman-
founded business entity with a focus in hospitality, real estate, logistics, construction, gas and oil,
and a new hotel project in Muscat Oman. The above agreement was signed by Rotana chairman,
Nasser Al Nowais and chairman of GGH, Sheikh Salim bin Ahmed Al Ghazali (RCSR, n.d).

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The tourism industry is projected to take a crucial part in progressing economic growth in
Oman in future (Cascio, 2015). Acknowledging the economic benefits of the hospitality and
tourism industry, the regime of Oman is making a considerable venture in developing its tourism
infrastructure and there are now some tourism projects underway over many parts of the nation.
Rotana is seeking to capitalise on the changes made by Oman’s renewed concentration on
progressing its hospitality and tourism trade. RSG International, UAE centred business entity
with focus in the property growth, industrial and automotive equipment industry, signed a
management treaty with Rotana. The Saban Rotana launch in March 2007 gave the company
boast to its plans to upsurge its hospitality portfolio in the emirate ahead of Expo 2020, which is
projected to be the most significant event in the region's account (Bloomberg, 2019).
The most significant agreement of its kind in the hotel chain is the Sultanate of Oman,
focusing on the main towns like Sohar and Salalah. Signing the contract with Rotana concurs
with the functioning of Salalah International Airport in the competition of the critical stages in
the growth of Muscat International Airport, which will build a qualitative leap in the number of
flights to Sultanate. The company is excited with the strategic alliance and signing the
agreement with Rotana, which shows a roadmap for hotel venture in the hospitality, travel and
tourism sectors in the coming years. In 2019, the corporation signed a hotel management
agreement for Babylon Rotana in Baghdad, Iraq (Rotana times, 2019). New Rotana properties of
all four sub-brands are also to open. Future opening of the company in 2019 includes; Bosmal
Arjaan by Rotana, Sarajevo, Bosnia and Herzegovina, Imam Reza Rotana, Mashhad, Iran, Johari
Rotana, Dare salaam, Tanzania, Centro Corniche, Al Khobar, Saudi Arabia, Al Jaddaf Rotana,
Dubai, UAE, Dana Rayhaan by Rotana, Dammam, Saudi Arabia, Slemani Rotana, Kurdistan,
Iraq, Casablanca Rotana٫ Casablanca٫ Morocco, Tehran Rotana (Bloomberg, 2019).

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Due to Rotana’s distinct way of doing things, the company acknowledges that the most
crucial elements in keeping assets at peak performances are its workforce. The human resources
idea is important so as to be favoured employers by potential sourcing applicants, offering job
safety and career improvement through training and growth and building logic of belonging and
allegiance within the company's crew (Bloomberg, 2019).
With two decades’ knowledge of employing proficient individuals in the sector to operate
the resorts and hotels, Rotana creates the services referred by user as a world-class. Rotana aims
to make sure employee’s development; training and retention approaches take place effectively.
The company operates competency and survey programme, participate in career fairs, and
centralised staffing structure that offers access to staff all around the globe. Colleagues from
more than 80 nations work at the hotels. Therefore, they come with their dialect, traditions and
cultures. The company’s policies are diversified while handling workers precisely the same way
it treats the guests with courtesy, respect and warmth (Bloomberg, 2019).
The company’s care about the colleague’s achievement and includes them in decision
making, planning process and asks for their response (Pieper, 2012). Thus, the company's annual
Rotana employee satisfaction survey assists the business to evaluate and comprehend the
worker’s opinions, attitudes, satisfaction and motivation. At the Rotana, it believes in “setting
out to win” attitude by building the competitive edge, comprehending the sector, the trade, guests
and a marketplace. The company believes in “winning through individuals” by forming through
association and advancing the persons able to accomplish the present and forthcoming
requirement. It believes in “delivering impressive result” by changing its strategies and vision
into a routine to offer results and consecutive victory (Rotana times, 2019). TAROT is Rotana's
18 months growth programme for highly prospective individuals. The curriculum comprises all

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the essential parts required for an upcoming management role with Rotana (Rotana times, 2019).
The strategy concentrates on the competencies development, technical abilities and the manner
in which to manage individuals.
Developing staffs and talent is a significant aspect of learning and development
approaches. The company offers several learning chances for employees throughout the industry.
Rotana has initiated to grow its people by launching two strategic plans, dedicated to nurturing
and progressing employee and talents. LEAD improvement programme: the company propelled
General Manager Development Programme, LEAD, that focuses on advancing their knowledge
sets to ‘stay in the competitive market' (Rotana times, 2019). It is alleged that at the
Development Centre, it is termed as one of the most precise techniques for the growth need
recognition. It uses a scope of work replications, capability trials and behavioural assessments,
which deliberate the important behavioural aspects of the duty. The routine is centred on the set
action to inspire the fairness and objectivity and is broadly termed as appropriate and valid
processes of assessing a person's weakness and strength and the growth zones. Progress
Placement Programme: the company provides three to six months of placement to scholars from
well-known universities and colleges with the aim of training and developing them.
Promotion and Inter-firm relocation exists to illustrate the firm’s dedication to career
improvement, the inter-company and promotion. Relocation plans rewards the high acting
workers by supporting or relocating them to other company’s possession, in that way holding the
skills and knowledge in the business. In the routines, the company motivates and inspires the
employees to partake in their distinctive self-growth and strengthens the pictures of Rotana as a
favoured worker. Notification duration of one month is given to the employees prior to an
official inter-property transferal is performed (Rotana times, 2019).

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The company, performance reviews policy, assist in communicating performances
projections to colleagues at the beginning of the years. Therefore, making sure that daily
processes annually supports the accomplishment of industry approaches and offers a routine to
correctly assess the performances as a foundation for comprehensive trade choices in
recompense control, talent controlling and succession arrangement. For three successive years,
100% of eligible workers got a yearly performance review. The initial phase of the routine
managing assessments is the performance preparation where the worker and director meet at the
beginning of the years to describe job responsibility, plans the personal development required to
back the dynamic performances and performances objective for the year ahead.
Recognition and rewards are given to coworkers to acknowledge and motivate their
devotion towards the company for finishing five to 20 years to boost morale. The company
awards recognise the individual’s properties and individuals GMs for their non-ending
commitment and exertions towards exceeding firm expectations, showing exemplary
performances and accomplishing good results in the following areas; corporate social
responsibility, workers’ retention, owners’ relations, innovation, guest satisfaction and Duroob
programme. The company has a life card which is a formal acknowledgment of an individuals’
behaviour, business outcomes and effort that supports the company’s values and goals and which
has been properly surpassed the expectation. Celebrating and communicating the worker’s
performances inspire them to continue or imitate the behaviour (Rotana times, 2019).
Company’s assurance to coworkers Health & Safety has continued firmly all over the
corporation’s past. The business has operated persistently to execute numerous programmers,
strategies, initiatives and rules to safeguard its most worth resource, workers and this resulting in
zero fatalities. The company has initiated an environment that was executed entirely in Abu

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Dhabi hotels back in 2012 and is presently being rolled across other Rotana properties in many
locations. Corporate policy for colleague Health & Safety is active, and an approach for
occurrence recording and the evaluation is under progress to improve the company's system for
the community, developing its assessment and averting reoccurrence. Training is an essential
strategy for controlling safety and health matters. Across the corporation operations, many
health and safety training programmers of various intensities are offered to personnel, including
the compulsory Health & Safety and Emergency section presented during the Rotana placement
programme. Workstation well-being, fire protection and first aid were the key drill subjects
covered alongside specific transitional and progressive intensities of health and safety exercise
(Bloomberg, 2019).
The firm follows to all local regulation connected to workers’ rights. The company takes
considerable steps to assist so as to make sure no desecrations of the employees’ rights such as
compulsory and coerced labour, and discrimination. The company is committed to equal hiring
processes without discernment. The HR policy is accessible for fair chance to make sure all the
personnel and job candidates are handled equally irrespective of religion, colour, ethnic,
nationality or gender (Noe, Hollenbeck, Gerhart & Wright, 2017). All Rotana branches recruit,
develop, promote and reward individuals by experience, abilities, and qualifications and by
business needs.
A complaint routine is accessible to every worker who believes he is unfairly treated. As
a result of the policy and the practices, during 2012, there were no defilements of rights for
foreign people or occurrences of discernment. Centered on risk evaluation course, no processes
with a substantial danger of labour have been recognised (Rotana times, 2019).

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The complete reimbursement includes workers’ benefits and wages that shows that
competitive native marketplace criteria, sound competitive in the hospitality industry in the
MENA areas and are above the set entry-level salary where the application in the nations where
the corporation operates. Up to now, the company structures the compensation profile to
deliberate on the performances, salaries and parity through the job positions. And to make sure
that its benefit package remains competitive, the firm involves in yearly benefits and
compensation evaluation. Rotana also provides food and drinks allowance to the workers, their
relatives and friends. There is duly payment of overtime, and workers passports are full
safeguarded with HR. The corporation’s administration depends on the following for the
compensation, benefits and remunerations: performance management plan, hotel grouping,
positions wage scale by location, competencies model and hotel grading system/populace. The
Rotana Balance Score Card RBS policies justly acknowledge and recompense authorised
coworkers for their support and superb act.
The corporation ought to inspire personnel to be involved and be part of the company's
success. Performances management plans have been initiated to drive the business's belief that
the superb act of the workers directly shows the individual’s development and that coworkers
who support with their excellent act merit gets rewards and recognition. Therefore, inspires
personnel to be productive on a daily basis. Thus, women and men are handled equally in the
wage regulation process (Budhwar & Debrah, 2013).
In the recruitment process, the company must perform a formal interview process
(Cavusgil, Knight, Riesenberger, Rammal & Rose, 2014). The ideal candidates are normally
invited to an interview by company personnel before any offer of employment. The locality of
the meeting is always offered to contestants either by email or phone from an authentic email

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account. The company email address always ends with '@rotana.com' (Rotana times, 2019).
Therefore, any email type with company’s logo but employing a different email style is a scam.
The human resource manager is responsible for controlling the performance management
routine, oversees the full recruitment actions, regulate the human resources budget, and supervise
the administration of the worker's welfare and facilities actions, and directly follow-up with the
government relation officer (GRO) (Briscoe, Tarique & Schuler, 2012). HR employs all the staff
and help in recruiting essential personnel. He is also responsible for upholding a comprehensive
operating human resources department such as referrals, employment, screening, personnel
record keeping, benefits and compensation, and visa processing. Rotana always strives to hire
dynamics and passionate employees who pride themselves to offer an excellent level of user
services and provide an inventive solution to the workers (Rotana times, 2019).
For one to be considered for employment at Rotana, he/she must demonstrate exemplary
education, experiences and qualification. For high positions, one should have a degree in a
related field with superior knowledge with a similar role. One should be computer literate and
fluent in English. The ideal contestants must be self-motivated, result-oriented, and with a
healthy positive attitude. It is also recommended one to have strong social skills to be at a
position to deal and interact with fellow workers actively (Nickson, 2013).
Conclusion
Ever since the company was formed, it has becomes the most prominent hospitality firm
in the area, a brand which is both admired and widely recognised. The company strategic
approach is spearheaded by a group of experts who have unique global skills and a fundamental
comprehension of the societies and cultures of Middle East and Africa. The excellent

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development in the company’s assets is steered by dependability in ‘getting it correct' the first
time, each time. The company is committed to having a steady development and realistic
development by employing the best workforces globally. The company’s HR vision is to be
desired hirer by potential qualified candidate, offering occupation security and job growth
through drill and improvement and building logic of devotion and belonging with the team. The
company has long experiences of hiring competent personnel globally to operate the resorts and
hotels. Rotana focuses on warranting that workers get training and development and thus
maximum retention. The firm has competency and survey programs such as career fairs and
centralised hiring system that offers access to the personnel around the globe. As the company
hires employees in over 80 nations to work at the hotels and resort, it ensures diversity in terms
of traditions, languages and cultures. Individuals from 80 countries work at our hotels and
therefore they come with their languages, customs and traditions.

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