As we approach the new year, we’re inviting business leaders to reflect on the successes, challenges, and lessons of 2024 while sharing their vision for the year ahead.
Our new project, ‘Navigating Success: 2024 in Review and What’s Ahead?’, spotlights companies across industries, offering insights into their milestones, strategies, and aspirations.
Follow THE FUTURE on LinkedIn, Facebook, Instagram, X and Telegram
We aim to provide a platform for businesses to share their journey, highlight their contributions, and reveal their plans for innovation and growth in 2025.
In this edition, we are proud to feature Farah Shammas—a visionary in hospitality and a passionate advocate for sustainable living.
As the Managing Director of the renowned St. Raphael Resort and Marina in Limassol, Cyprus, Farah oversees a sprawling 43,000-square-metre property that includes lush gardens, a state-of-the-art marina, world-class conference facilities, and an award-winning spa. A graduate of the University of Surrey with a degree in tourism marketing, she has been instrumental in leading the resort through transformative multi-million-euro projects, including the creation of a luxury residential tower and an executive wing.
Farah’s leadership extends beyond operations and strategy; she is a driving force behind the resort’s reputation in both local and international markets.
A dedicated wife and mother of three, Farah is also a vegan advocate, author, podcaster, and an inspiring voice at global events focused on women’s empowerment. Through her initiative, Farah’s Club, she connects a global community committed to healthier, more sustainable living.
Now, let’s dive into the conversation with Farah Shammas as she reflects on the successes of 2024 and reveals what lies ahead…
2024 in Review:
1. What were the most significant milestones your company reached in 2024?
Despite the many challenges we have faced over the past five years, from global pandemics to two major wars affecting our biggest markets, we have managed to achieve four consecutive record-breaking months in terms of results, both financial and guest satisfaction. I believe we should also highlight our strategy and what we have accomplished in terms of sustainability (awards, carbon neutrality, participation in the circular economy, etc.).
2. What challenges did you face this year, and how did you overcome them?
The main challenges we encountered stemmed from the two major wars and the turmoil affecting our key markets, as well as the loss of the Russian market, which had been our primary market, and the ongoing perception of instability in the region. We addressed these challenges by diversifying our marketing efforts and attracting clients from a variety of regions, resulting in a healthier market mix. Additionally, we focused on enhancing our product, operations, and guest experience, all while continuing our relentless pursuit of becoming the most sustainable hotel on the island and beyond.
3. What was the most valuable lesson you learned as a leader in 2024?
The most valuable lesson I learned is to never stop growing and learning, to stay adaptable, to think outside the box, and always maintain a sense of humour. Market diversification taught us that challenges not only make us stronger but also positively transform our traditional approach to both thinking and operating the resort.
4. How did your industry change in 2024, and how did these changes impact your business?
The hotel and hospitality industry is constantly evolving, and clients are becoming increasingly demanding. They seek unique experiences, and our goal is to provide them with personalised, heartfelt service. Sustainability has become more important to guests, but regardless of whether they prioritise it or not, it remains a top priority for us as a business. Many new methods and technologies are becoming available, though we look forward to more progress and options in this area, as well as greater subsidies to make eco-friendly investments more accessible. It’s also worth mentioning the rise in last-minute bookings, which has made our operations more flexible and adaptable to this new way of doing business.
5. What contribution did your company make to society or the environment this year?
We became the first hotel in Cyprus to achieve Carbon Neutral certification after extensive efforts to reduce our carbon emissions and invest in offsetting the remaining balance. Looking ahead, we plan to reinvest these savings into further reducing our carbon footprint through additional measures at our resort and by exploring new technologies. We are already a single-use plastic-free hotel and beach, and we proudly feature the first and only vegan hotel restaurant on the island. Our commitment has been recognised with multiple awards, including being named Cyprus’ Leading Sustainable Hotel. Sustainability is an ongoing journey, and we are excited to continue making progress in this area, demonstrating that even large resorts like ours can be both sustainable and responsible.
In addition, we support various charities, and as a team, we plant trees and contribute to local causes.
What’s Ahead:
1. What are your top strategic priorities for 2025?
Our focus is on enhancing the guest experience by introducing even more unique and memorable touches to every stay, meal, and visit. We are currently investing in the renovation of our main kitchen to empower our Executive Chef and his team to exceed guest expectations with innovative culinary creations across our eight restaurants (operating at full capacity during the season).
Additionally, we are transforming all our hotel balconies, replacing solid facades with glass. This change will provide guests with uninterrupted sea views both from their rooms and while relaxing on their balconies. This upgrade will not only elevate the guest experience but also give the entire resort a sleek, modern aesthetic that we are confident will be warmly welcomed.
2. How do you plan to innovate or expand your offerings in the coming year?
We have exciting plans to enhance our entertainment programmes for both children and adults, introducing fresh and engaging activities that cater to all age groups. Additionally, we are developing new culinary experiences, including innovative dishes, diverse menu offerings, and potentially new dining outlets. Furthermore, we are planning to roll out a series of wellness programmes throughout the year, designed to elevate the overall guest experience and promote a holistic sense of well-being.
3. What new markets or opportunities will you explore in 2025?
We are committed to broadening our marketing reach and attracting visitors from an even wider range of countries. Our diverse, multicultural team mirrors the global clientele we are delighted to welcome. In 2025, we aim to grow our presence in various European countries, the MENA region, and emerging markets such as India, China, and the USA.
At the same time, we remain hopeful for peace worldwide, allowing our valued guests from Russia and Russian-speaking countries to return to their cherished Limassol. Our long-standing UK market also continues to play a vital role, and we look forward to showcasing everything Cyprus has to offer as it evolves into an increasingly attractive year-round destination.
4. How do you expect market trends to influence your industry in 2025, and what opportunities or risks do they present?
We anticipate a growing shift towards travellers prioritising genuinely sustainable hotels, a trend we fully embrace and continuously strive to improve upon. Guests are increasingly seeking authentic experiences, and we aim to meet this demand by providing exceptional, friendly service alongside a deeper connection to local culture through carefully curated experiences.
Additionally, we see an exciting opportunity in the wellness sector. We are developing wellness days and retreats designed to help guests reset, detox, cleanse, and achieve their fitness goals—whatever their personal aspirations may be.
5. How do you envision your company contributing to broader societal or environmental goals in 2025?
We are honoured that the public park opposite our hotel, created and donated by our founder, Mr. Shukri Shammas—my grandfather—will be officially named in his memory this year. Maintaining the park’s beauty for the enjoyment of locals and visitors alike remains one of our key commitments.
Additionally, we take pride in actively contributing to environmental and social causes. From regular beach clean-ups and tree-planting initiatives to charitable drives for food, clothing, and financial donations, our efforts aim to support both the community and the planet.
Our hotel is also a proud supporter of the UN World Food Programme, the Preventive Pediatric Society in Cyprus, Malaika School for Girls in the Republic of Congo, the Make-A-Wish Foundation, the Church in Cyprus, and many other organisations.
Looking ahead, our goal is not only to uphold our position as the island’s leading sustainable resort but also to inspire businesses across Europe and beyond to adopt eco-friendly strategies and demonstrate that large organisations can lead by example in environmental stewardship.
