At Address Hotels + Resorts, Emaar’s luxury hospitality brand, Shariq’s work covered everything from booking engine integration to property-level marketing to a group-wide hospitality dashboard for the chairman.
Ecommerce and booking engine integration. Built ecommerce tracking to capture revenue in GA4, integrated with TravelClick, the brand’s booking engine, to pull in reservations, revenue, and room-level product data. Standard ecommerce tracking isn’t built to handle hotel bookings, so this meant solving for length of stay, time zone handling across international properties, and processing online refund requests, none of which come out of the box.
Property-level reporting and marketing. Address Hotels operates as multiple individual properties, Address Dubai Mall, Address Boulevard, and others, each competing for its own performance and results. Tracking and marketing analytics were built at the property level, not just the brand level, so each property could see and be measured on its own numbers. Ran dedicated marketing for standout properties, including one known for its infinity pool, tailored to what made that specific property sell.
Marketing analytics. Measured performance across a heavy Google and Meta Ads budget, reporting weekly on where spend was working and where it wasn’t. Tracked UTM parameters across frequent campaigns, including time-limited offers like 72-hour discounts, and surfaced both marketing and product intelligence, which dates, which room types, which offers were actually converting, to inform the business’s next campaigns.
Group hospitality dashboard for the chairman. Built a dashboard giving the chairman one view across Emaar’s hospitality portfolio, Address Hotels, Vida Hotels, and other Emaar properties, occupancy rate, CSAT scores, online and offline bookings, website traffic, marketing spend, and acquisition by channel. Delivered as a monthly reporting cadence.
