INTRODUCTION
In 2021, The First Group Hospitality launched The First Collection at Jumeirah Village Circle (JVC), setting a new standard for urban resorts. Despite opening amid post-pandemic recovery, the hotel rapidly emerged as a standout success, combining strategic vision, world-class amenities, and operational excellence.
This case study highlights its achievements, including a $2.5 million net operating profit (NOP) within six months while reeling from the wounds of the pandemic, global accolades, and a landmark partnership with Marriott International.
STRATEGIC VISION AND DEVELOPMENT
The First Group identified Jumeirah Village Circle (JVC) as a high-growth area, strategically positioned to attract both domestic and international travellers.
Launching in 2021—a year marked by cautious optimism in Dubai’s tourism rebound, the hotel capitalised on the city’s reputation as a safe destination. By focusing on flexibility, guest safety, and market-responsive pricing, the hotel tapped into demand for staycations and bleisure (business + leisure) travel, ensuring strong occupancy from day one.
KEY FEATURES AND OFFERINGS
- 493 Rooms & Suites: Stylish, tech-enabled accommodations catering to families, business travellers, and luxury seekers.
- Leisure Facilities: Rooftop pools, a state-of-the-art gym, a spa, and dedicated kids' clubs, positioning the hotel as a self-contained destination.
- 04 Dining Outlets: A diverse culinary journey, from casual cafés to fine dining, emphasising locally sourced ingredients.
KEY FINANCIAL METRICS
This profitability underscored the hotel's operational efficiency and market appeal.
INDUSTRY RECOGNITION AND ACCOLADES:
The hotel’s guest-centric approach earned widespread acclaim:
- Top 20 Dubai Hotels on Tripadvisor: Consistently ranked for exceptional service and amenities.
- #22 in Hottest New Hotels Worldwide (2021): The only MENA hotel featured in this global list.
- Guest Reviews: Praised for its “vibrant atmosphere,” “impeccable service,” and “family-friendly facilities.”
EXECUTIVE SUMMARY
This case study explores The First Group Hospitality’s journey from traditional hospitality practices to transforming its portfolio of urban hotels — including flagship properties like The First Collection at Jumeirah Village Circle — into models of energy efficiency, waste reduction, and community engagement. The First Group Hospitality’s journey demonstrates that environmental responsibility and profitability can coexist. By leveraging innovation and stakeholder collaboration, The First Group Hospitality has set a benchmark for Dubai’s hospitality sector.
BACKGROUND
The First Group Hospitality's Legacy
The First Group Hospitality specialises in high-value, design-forward hotels in prime Dubai locations. However, rapid growth in Dubai’s hospitality sector—coupled with rising guest expectations for eco-conscious practices—prompted The First Group Hospitality to reevaluate its operational and developmental strategies. With the UAE government prioritising sustainability, The First Group Hospitality recognised an opportunity to lead the market while future-proofing its business.
THE CHALLENGE
- Environmental Impact: Urban hotels are resource-intensive, with high energy/water consumption and waste generation.
- Market Differentiation: Guests increasingly favour brands with authentic sustainability commitments.
- Regulatory Pressures: Dubai’s push for net-zero emissions by 2050 required actionable roadmaps.
- Cost Efficiency: Balancing upfront investments in green technology with long-term ROI.
THE STRATEGY
- With the help of our partners Sustainability Kiosk, we audited all aspects of our business, set goals and created an action plan.
- Embedding Sustainability at Every Level by focusing on four pillars.
1- Energy Efficiency & Innovation
- Installed smart energy management systems to optimise HVAC and lighting.
- Integrated solar panels in newer properties and retrofitted existing buildings.
- Achieved LEED certification for developments, prioritising low-emission materials.
2- Waste Reduction & Circular Practices
- Installed smart energy management systems to optimise HVAC and lighting.
- Integrated solar panels in newer properties and retrofitted existing buildings.
- Achieved LEED certification for developments, prioritising low-emission materials.
3- Community & Guest Engagement
- Educated guests through in-room digital guides on conserving water and energy.
- Collaborated with UAE-based NGOs for beach cleanups and tree-planting drives.
- Introduced “Green Stay” loyalty rewards for guests participating in sustainability programs.
4- Employee Empowerment
- Trained staff through workshops on sustainable operations.
- Created “Green Teams” to ideate and implement grassroots initiatives. or guests participating in sustainability programs.
5- Implementation: Overcoming Barriers
- Cost Management: Phased investments in technology (e.g., solar installations) aligned with property upgrade cycles.
- Cultural Shift: Leadership fostered a sustainability-first mindset through incentives and transparent communication.
- Guest Experience: Ensured eco-initiatives enhanced, rather than compromised, luxury (e.g., organic toiletries, farm-to-table dining).
6- Results: Measurable Impact
ENVIRONMENTAL
- The first hotel group in Dubai to remove plastic bottles from operations. Saving 3m plastic bottles a year.
- 27% Waste diverted from Landfill. Recycling 573 tonnes of waste, 348 tonnes of recyclable materials and 225 tonnes of food waste.
- 10% reduction in energy consumption across properties (2020–2023).
FINANCIAL
- 20% savings on utility costs through smart systems.
- Staff cafeteria waste reductions saw 18,460 fewer staff meals purchased.
- Increased occupancy rates from eco-conscious travellers (+15% YoY).
REPUTATIONAL
- All Hotels received Dubai Sustainable Tourism Stamp
- 2024 All Hotels Green key Certified
- Winner of Green Globe Certification (2022) and shortlisted for Arabian Sustainability Awards.
- 92% guest satisfaction score on sustainability efforts (2023 internal survey).