In an industry that thrives on the new — where trends shift overnight and yesterday’s rising star is today’s forgotten name — longevity is both rare and underrated. But for Naim Maadad, Chief Executive and Founder of Gates Hospitality, longevity is the only metric that truly matters.
Having spent over four decades in hospitality, Maadad has seen it all — the booms, the crashes, the global crises, and the relentless reinventions of the industry.
He has never been one to step out of the spotlight — actively engaging in industry conversations, taking the stage at key events, and maintaining a strong presence both online and offline. But in a business where attention is fleeting, what does it truly take to endure? With a new wave of ambitious players making their mark—louder, flashier, and rapidly building their own F&B empires in Dubai, a city that thrives on innovation — is longevity about the foundations you’ve built, or about ensuring your contributions remain part of the conversation?
Reflecting on his career, Maadad shares his insights on what it takes to last in an industry obsessed with what’s next.
Defined by Endurance
For Maadad, hospitality isn’t just a career — it’s a way of life. “I’ve always believed that hospitality is one of the most thrilling industries in the world,” he says. “It’s constantly evolving, shaped by global events, political landscapes, and shifting consumer behaviour. No two years, or even two months, are ever the same.”
That adaptability has been the foundation of his success. From his early days working in hotel operations to leading the launch of the acclaimed Six Senses Zighy Bay, he has built a career by being ahead of the curve — at least in the earlier years. Zighy Bay, he believes, remains his most significant professional accomplishment. “To have been involved in every detail, from concept to execution, and then to see it recognised on a global stage — it’s something I take immense pride in.”
But while his past successes are undeniable, the industry has evolved, becoming more dynamic and competitive than ever. Hospitality in the Middle East is no longer an emerging market — it is a global force, attracting visionary entrepreneurs and international powerhouses eager to make their mark. In this fast-moving landscape, experience isn’t just an asset; it’s a differentiator. As new concepts emerge and the industry continuously reinvents itself, the ability to adapt, sustain, and lead with seasoned insight remains invaluable.
Staying Relevant
Gates Hospitality, the company Maadad founded, has built a solid reputation with homegrown brands such as Reform Social & Grill, Folly, and Bistro des Arts. But with Dubai’s dining scene moving at breakneck speed, how does a company known for its established brands continue to compete?
“I believe in living the business every day,” Maadad says. “Many people launch brands, but very few truly immerse themselves in the operation. That’s what makes the difference.”
Yet, he acknowledges that not every venture has been a success. Via Veneto, for example, was a concept that didn’t work out as envisioned. “One of the biggest challenges in Dubai is predicting where the city centre will be in the future. The demographic shifts constantly, and if your location doesn’t align with the evolving market, you need to rethink your strategy.”
This ability to course-correct is one of the reasons Gates Hospitality has remained in business while others have disappeared. While the company may not be rolling out new concepts at the pace of some competitors, Maadad remains focused on refining and reimagining existing brands. Folly Brasserie, for instance, recently underwent a relaunch to keep pace with market demand. Jana Desert is another exciting addition, with its launch planned for the end of Q1 this year. “It’s not always about starting something new,” he explains. “Sometimes, the real challenge is keeping what you already have fresh and relevant.”
Activations and collaborations with like-minded brands and industries will remain a top priority for us at Gates Hospitality, reinforcing our commitment to creativity and growth.
The Importance of Relationships
For all the talk of innovation and reinvention, Maadad insists that hospitality is ultimately a business of people. From investors and partners to employees and guests, success is determined by the ability to navigate relationships.
“Managing people has always been the hardest part of this industry,” he says. “It’s not just about hiring talent; it’s about creating a culture where people feel invested in the success of the brand. We’ve been fortunate to build teams that are deeply engaged, but it takes constant effort.”
In a sector often perceived as a stepping-stone job rather than a lifelong career, talent retention is an ongoing battle. “Hospitality has long been underestimated as a ‘service industry,’ but it’s so much more than that. We must show young talent that this is a space where they can build fulfilling, long-term careers.”
This belief has driven Maadad to invest heavily in mentorship. His recently launched programme aims to support and develop the next generation of hospitality leaders. “I’ve had mentors throughout my career — people who guided me, challenged me, and helped shape my path. Now, I want to do the same for others.”
A Game of Survival
In an industry where brands can rise and fall in the span of a few years, Maadad’s long-term approach is increasingly rare. His success isn’t built on hype or viral moments; it’s built on endurance. “History repeats itself,” he says. “Every new opening follows a familiar pattern, and that’s where experience comes in.”
But experience, he acknowledges, can also be a double-edged sword. Many new entrants to the market see opportunity, but not all of them understand the challenges that come with it. “There’s an influx of people who believe they can replicate success simply by entering the industry. But hospitality isn’t just about opening a venue — it’s about sustaining it.”
Sustainability, both in business and in practice, is a core focus of Gates Hospitality. “Traceability, provenance, and sustainability aren’t just buzzwords for us,” Maadad says. “They’re the foundation of how we operate. Consumers today care about where their food comes from, how businesses impact the environment, and the values behind the brands they support.”
The Next Chapter
With over 40 years in the industry, does Maadad see an endpoint? He doesn’t think so. “People step back from jobs, but they don’t step back from their lifestyle. Hospitality is in my veins—it’s what I do.”
He still has unfulfilled ambitions, but they are more about legacy than expansion. “At this stage, it’s not about launching ten new concepts in a year. It’s about making sure what we’ve built continues to thrive. It’s about sharing knowledge, guiding the next generation, and ensuring that the industry remains a space where people can build meaningful careers.
As a Chief Executive, my role is constantly evolving. I have a wonderful and trusted team beneath me, so while I may not be involved in every hands-on aspect of the business, I am deeply engaged in its core operations. Every major decision — those that shape the direction of the business — comes to me for input and guidance.”
And what does he believe his legacy will be? “I’d love to know,” he says with a laugh. But after a pause, he reflects: “Creativity, resilience, directness — these are the things that define me. I say things as they are. I don’t sugarcoat. Maybe that’s what I’ll be remembered for.”
Few in the hospitality industry can claim the depth of experience that Maadad has accumulated over the years. While the spotlight often shifts to emerging trends and fresh talent, his presence remains a constant — rooted in decades of expertise and a commitment to the craft. What comes next for him, or for the industry itself, is anyone’s guess. Hospitality is an ever-changing landscape, shaped by shifting consumer demands, economic forces, and unexpected disruptions. But for now, Maadad is exactly where he has always been — in the thick of it, playing the long game.
The post THE LONG GAME appeared first on Hotel & Catering.