Abu Dhabi takes pitch for visitors directly to US

The Life: Abu Dhabi is in the midst of a major drive to entice American tourists. Luigi Romaniello, managing director of Rosewood Abu Dhabi, which is scheduled to open at the end of the year, speaks about whether it will be successful.

Luigi Romaniello, the managing director of Rosewood Abu Dhabi, says Americans are becoming more adventurous. Lee Hoagland / The National

The first Abu Dhabi tourism satellite office that aims to lure more Americans opened in New York last week. Luigi Romaniello, the managing director of Rosewood Abu Dhabi, speaks about whether the venture will be successful in drawing this group of travellers.

Only about one third of Americans have a passport, and they tend to holiday at home, so how successful do you think Abu Dhabi will be in enticing tourists from the United States?

I think they're becoming more and more adventurous. The world is getting smaller and smaller, and people are getting to know the world more. They are looking for more exotic and non-commercialised destinations. I think by having this centre and creating more awareness in the US, [we] will entice more and more people to come over here. And you can get a passport in a week in America.

How well known is Abu Dhabi in the US?

All the American friends, family and business associates I have are very intrigued by Abu Dhabi, and they feel it is an exciting destination to go to. I must tell you, since we announced the opening of Rosewood Abu Dhabi, we have been receiving a great deal of interest from American business people, as well as leisure travellers to come over and visit Rosewood Abu Dhabi once we open.

Have you done much publicity in the US to promote the opening?

Publicity-wise, we tend to really capture our guests from the other properties. We have two wonderful properties in Saudi Arabia, for example. It's not that we go out and do a lot of publicity, because we are already known in the market over here. We are very well-known in Saudi Arabia.

What do you think Americans will make of Abu Dhabi?

I have a strong feeling that Americans will love Abu Dhabi very much. I feel Abu Dhabi offers an authentic type of environment and experience. It has a strong sense of culture and heritage. They are building a wonderful city and welcoming everyone to come and see it.

You were born and raised in Rome, so what took you to the US to begin with?

It started with a vacation trip and it turned into a professional career. My uncle owned a restaurant. In time, I went to school to study restaurant management and I worked in hotels. I have been with Rosewood Hotels for the last 12 years now.

You spent 25 years working in the hospitality industry in the US. Why did you stay there for so long?

I love hospitality. It was just about the hotels. When you go to a city and you get to open a brand-new hotel, oh my goodness, there is such a sense of excitement. Over here, particularly with this type of ownership that we have with Mubadala [Development] behind us and the destination that we are in, this is going to be the most exciting project of my career.

* Gillian Duncan