We had the privilege of sitting down with Ronalaine Fernandez Sato (Rona), the MarCom and PR Manager at Angsana Velavaru, as part of our exclusive International Women’s Day interview series. Rona has played a pivotal role in shaping the resort’s image and enhancing its brand presence through her strategic marketing and public relations efforts.

During our conversation, Rona shared insights from her extensive experience in the hospitality industry, discussing her role in driving Angsana Velavaru’s marketing initiatives and her involvement in various projects that have contributed to the resort’s success.

Can you provide an overview of your experience in marketing and communications within the hospitality industry, specifically in the luxury resort sector?

With over a decade in the hospitality industry, my focus on marketing and communications has exclusively been within the luxury resort sector in the Maldives.  Demonstrating initiative and going the extra mile, I have executed successful marketing initiatives that elevated brand awareness and enhanced property visibility.

With my previous resort, I played a pivotal role in the property’s rebranding, which I have to mention was particularly challenging due to the pandemic.  One notable success was the #RechargeAtFinolhu video campaign in various languages, showcasing the resort’s versatility for every nationality – be it solo travellers, couples, and families.

Overseeing marketing and communications for Banyan Tree Vabbinfaru, Dhawa Ihuru, and Angsana Velavaru, I take pride in refining my skills to tailor marketing approaches to each resort’s unique charm.  Highlights include the launching of Madi Hiyaa at Banyan Tree Vabbinfaru, redefining destination dining with Japanese cuisine infused with a Maldivian twist, and securing Angsana Velavaru’s recognition as the ‘Best Honeymoon Destination’ at the Travel Trade Media Awards and Gala 2023.

Celebrating achievements like Dhawa Ihuru’s selection as a finalist for the World Spa & Wellness Awards 2024 Sustainable Spa of the Year reflects my effectiveness in sharing our brand story far and wide.

I am committed to continually enhancing brand visibility and fostering guest engagement across diverse platforms.  Currently, my primary objective is to enhance Angsana Velavaru’s visibility and reputation through the cultivation of robust relationships with media partners and influencers.

How do you strengthen relationships with media partners and influencers to boost Angsana Velavaru’s visibility and reputation?

I enhance relationships with media partners and influencers through strategic collaborations, personalised communication, and exclusive experiences.  By understanding their interests and aligning them with our brand values, I create mutually beneficial partnerships that amplify Angsana Velavaru’s visibility and reputation.  This involves organising press trips, coordinating interviews, providing unique content, and fostering long-term connections that contribute to positive media coverage and brand recognition.

Additionally, I actively engage with media partners and influencers on social platforms, sharing compelling digital contents on our social media platforms or island stories through press releases, and participating in relevant discussions.  Regularly updating them on our latest offerings, achievements, and sustainability initiatives ensures a continuous dialogue.  By demonstrating authenticity and responsiveness, I aim to establish Angsana Velavaru as a preferred destination, resulting in increased positive coverage and a strong online presence.

I have been working in the Maldives since 2014, and I can confidently say that I have a very strong bond with the local media, like Travel Trade Maldives.  I am always grateful for their immense support, and they will always have mine in every possible way.

How do you challenge and overcome gender stereotypes in the workplace to create a more inclusive environment at Angsana Velavaru?

At Angsana Velavaru, or must I say Banyan Group, we actively and genuinely embrace diversity and inclusion as core principles.  To challenge and overcome gender stereotypes in the workplace, we foster an inclusive environment by promoting equal opportunities, ensuring unbiased recruitment practices, providing continuous training on diversity awareness, and creating a workplace culture that values and celebrates the unique contributions of every individual, regardless of age, gender, nationality and religion.  Our commitment is reflected in policies that encourage diversity, and ensure everyone feels respected and supported.

What are some of the unique challenges that women face in the hospitality industry, and how can organisations like Angsana Velavaru address these challenges to create a more inclusive and supportive work environment?

In the dynamic hospitality industry, women may encounter challenges such as gender stereotypes, limited representation in leadership roles, and work-life balance pressures.  At Angsana Velavaru, we champion inclusivity by fostering a supportive culture, implementing training mentorship programmes through Banyan Academy, and promoting equal opportunities.  Through ongoing training and awareness initiatives, we strive to break down barriers, ensuring that every woman in our organisation feels empowered, valued, and has the opportunity to thrive in their career.

Furthermore, our female associates regularly come together to enhance their wellbeing and strengthen bonds through a series of activities.  For example, in observance of Breast Cancer Awareness Month in October, Angsana Velavaru is “painted pink” by spreading awareness, promoting wellbeing, and fostering a sense of community amongst our associates.  Female associates have the opportunity for a meaningful bonfire picnic at the beach, featuring fun games, breathing exercises and affirmation sessions – allowing us to embrace who we are and the persons we are yet to become.

What excites you the most about the opportunity to lead the marketing and communications efforts at Angsana Velavaru, and how do you envision contributing to the continued success and growth of the resort?

Spearheading marketing and communications at Angsana Velavaru gives me the chance to weave captivating narratives that not only showcase the resort’s massive offerings but also narrate the unique stories that unfold within the island.

I envision fostering an emotional connection with our guests by sharing authentic stories.  For instance, highlighting the heartwarming #SenseTheMoment experiences of couples who seal their love on our pristine beaches or families creating lasting memories during their tropical getaways.

By leveraging on innovative campaigns like “SustainLinen: The Story of Tote Bag with Purpose”, I see immense potential in elevating our sustainability initiatives, showcasing our commitment to eco-friendly practices that will resonate with eco-conscious travellers.

In essence, my vision is to create a holistic brand experience where every touchpoint in the guest journey reflects the essence of Angsana Velavaru, an all-inclusive premium resort presenting a harmonious blend of elements for an unforgettable experience – from natural surroundings and secluded accommodation to tailored experiences, captivating settings, impeccable service, exquisite dining options, and “101 Things to Do” beyond sea, sand and sun.