INTERVIEW WITH IRMA FARIDA DIRECTOR OF MARKETING AND COMMUNICATIONS GRAND HYATT BALI

Congratulations on your new role! Could you tell us about your work and what it means to be the new Director of Marketing Communications at Grand Hyatt Bali, one of the best resorts in Bali.
Stepping into the role of Director of Marketing Communications at Grand Hyatt Bali is not just a new chapter in my career, it feels like coming home to a place where nature, culture, and genuine hospitality live in harmony.

Grand Hyatt Bali is more than a resort; it’s a sanctuary that tells the story of Bali through every detail, from the expansive gardens to the timeless Balinese architecture. My role is to bring that story to life through meaningful narratives, immersive campaigns, and authentic connections with our guests and global audiences.

In my role, I’m responsible for shaping the narrative and driving the brand’s presence across both local and international markets. This includes overseeing all communications, media relations, branding, digital marketing, and storytelling initiatives that reflect the soul of the resort.

It’s about more than just visibility, it’s about creating emotional resonance and building a lasting legacy that honors both the spirit of Bali and the world-class experience Grand Hyatt Bali is known for. I feel incredibly privileged to be part of this journey.

With your experience at luxury resorts, what do you find uniquely special about Grand Hyatt Bali?
Grand Hyatt Bali is more than just a resort — it’s a destination in itself. Nestled within lush tropical gardens and offering direct access to the pristine white sands of Nusa Dua, the resort seamlessly blends authentic Balinese architecture with world-class hospitality. What truly sets it apart is its remarkable sense of space and serenity, allowing guests to enjoy a luxurious escape while remaining deeply connected to the culture and spirit of Bali.
Equally special is the heartfelt engagement between our colleagues and guests. The genuine warmth and care shown by our team create meaningful connections and unforgettable memories, which I believe are the true hallmarks of luxury hospitality.

What trends do you foresee in the luxury hospitality sector?
Personalization and purpose-driven travel are becoming increasingly important. Guests today seek authentic, curated experiences that reflect local culture and values. Sustainability is also at the forefront — luxury is no longer just about opulence, but also about conscious choices. In addition, digital convenience paired with human connection continues to shape how we engage with our guests, both pre- and post-stay.

Can you share with us the latest updates at Grand Hyatt Bali?
We’re excited about several upcoming enhancements that will further elevate the guest experience. One of the highlights is the highly anticipated opening of our Garden Café, which will offer a vibrant all-day dining experience inspired by both local and international flavors in a beautifully refreshed setting. We have also launched a seamless online booking option for connecting rooms, perfect for families traveling together. In addition, our dining venues and wellness offerings continue to be revitalized to meet evolving guest expectations. Our events calendar is expanding as well, with thoughtfully curated programs for dining, spa and brand partnership.

Could you share one of the most memorable achievements in hospitality career?
One of the most memorable moments in my career was leading a resort opening campaign for a luxury property during the challenging times of the COVID-19 pandemic. It was not only about positioning the hotel in a competitive market but also about building brand awareness and driving meaningful guest engagement under extraordinary circumstances. Beyond the numbers and milestones, what I truly cherish is the opportunity to build strong, resilient teams, nurture creativity, and witness the positive impact of our efforts reflected in guest satisfaction and team growth.

What’s one piece of advice you would give to someone aspiring to work in luxury hospitality?
Stay curious and be genuinely passionate about creating exceptional experiences. In luxury hospitality, it’s the attention to detail and the ability to connect with people on an emotional level that makes all the difference. Also, be open to learning from every interaction — our industry is built on relationships.

On your days off, what do you like to do to relax and recharge?
I love spending time in nature and indulging in good food — and Bali offers the perfect setting for both. Whether it’s walking along the beach at sunrise, savoring a quiet coffee as part of a delightful culinary journey, or exploring local artisan markets, I find inspiration in life’s simple pleasures. I also deeply value quality time with my cat, as well as with friends and family. Their presence brings me joy, comfort, and a sense of balance. These little moments are what truly help me relax and recharge.