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In this episode, Anant Sharma speaks with Hanan Eissa, VP Marketing & PR at Atlantis The Royal, about the industry's blind spot and how it shapes the way hospitality builds brands. With a background in FMCG and agency strategy, Hanan brings commercial rigour to luxury hospitality, grounded in product, pricing and consumer psychology. Together, they examine how marketing drifts toward surface-level visibility, how sameness creeps in, and how reference points become too narrow. From launching Atlantis The Royal next door to an established icon, to backing ambitious creative decisions on a global stage, this is a conversation about clarity, conviction and the thinking required to operate at scale. They also discuss the commoditisation of "luxury", time as a defining currency of modern hospitality, and why the industry needs to widen its field of vision. Subscribe to the What The Luxe podcast: Apple: https://podcasts.apple.com/gb/podcast... Spotify: https://open.spotify.com/show/5IbGE4k... Follow us: What The Luxe on LinkedIn: / what-the-luxe-podcast MOF on LinkedIn: / matter-of-form-luxury-brands MOF on Instagram: instagram.com/matterofform/