In the world of luxury hospitality, where opulence often overshadows ethics, Farah Shammas stands out as a visionary leader who is redefining what it means to be a five-star destination. As the Managing Director of St Raphael Resort and Marina in Limassol, Cyprus, Shammas has spent the past decade transforming her family’s legacy into a beacon of sustainability, wellness, and inclusivity. Under her leadership, the resort has become a model for how luxury and responsibility can coexist, earning accolades as Cyprus’ leading sustainable hotel.
In this exclusive interview, Shammas shares her vision for the resort’s future and how she’s driving change in an industry that’s ripe for disruption.
Question: You’ve been working in St Raphael Resort and Marina for over two decades, and now you’ve been the Managing Director for ten years. What was it like stepping into a leadership role, especially with such a legacy behind you?
Farah Shammas: Stepping into the leadership role was an incredibly humbling experience. My grandfather, Mr. Shukri Shammas, had a vision when he founded the resort, and it’s a legacy that I hold dearly. But it wasn’t just about carrying that vision forward; it was about modernizing it and taking it in a direction that’s in line with the current and future needs of both guests and the planet. I always felt a deep responsibility to both my family’s legacy and the wider community, which is why sustainability became such a central part of our mission. It’s about balancing tradition with innovation, and ensuring that we’re not just a luxury destination, but a force for good in the industry.
Q: St Raphael’s commitment to sustainability is something that really stands out. How did you decide to integrate sustainability so deeply into your business model?
FS: Sustainability is part of who we are. From the very beginning, our resort has always been committed to offering something beyond just a luxurious stay; we want to offer an experience that nurtures the body, mind, and the environment. It became clear that the hospitality industry, especially luxury hotels, had a responsibility to change. Our mission became clear: to be the most sustainable large five-star resort in Cyprus and Europe. That’s not just a tagline—#SustainableLuxury—it’s our ethos. The integration of sustainability started with small, impactful steps. We moved toward increasing our plant-based options in all our menus, launched eco-conscious wellness programs, and implemented green technologies. But we’re constantly evolving. From our beach cleanups to reducing our carbon footprint, sustainability is ingrained in everything we do. Sustainability requires a shift in how we operate, and that can be daunting. But we’ve found that when you lead with passion and purpose, people get on board. Our team has been incredible, coming up with innovative ideas and embracing our vision. And our guests? They’ve been overwhelmingly supportive. It’s proof that when you do the right thing, people will follow.
Q: The past few years have been incredibly challenging for the hospitality industry. How did you navigate the pandemic and its aftermath?
FS: It was, undoubtedly, one of the most difficult times I’ve experienced. We had completed a multimillion-euro renovation, the biggest in our hotel’s history and our cash flow was low. Then the resort had to shut down completely during the lockdowns. But my number one priority was our people. I couldn’t bring myself to lay anyone off, so we made strategic financial adjustments to ensure that we kept everyone employed. It was a balancing act—trying to stay financially sustainable while also maintaining our people-first values. The pandemic also taught us the importance of adaptability. We had to pivot quickly, looking into new markets and exploring different ways to offer authentic, safe, and memorable experiences for our guests. Through resilience, we emerged stronger, and more committed than ever to our sustainability initiatives. Humor has been my saving grace. In the midst of chaos, it’s easy to get overwhelmed, but I’ve learned to find the silver lining. Laughter keeps things in perspective and helps build a positive culture. It’s not about ignoring the challenges; it’s about facing them with optimism and a sense of humor. That mindset has been crucial in keeping our team motivated and united.
Q: Your leadership style is often described as empathetic and collaborative. How do you encourage your team to share ideas, and how has that helped the company innovate?
FS: I’ve always believed that leadership is not about dictating; it’s about inspiring and empowering others. I encourage open dialogue and value the ideas that come from every member of the team. It’s a bottom-up approach that’s led to incredible innovation. For instance, many of our sustainability initiatives were born out of conversations with our staff. We have a committee dedicated to sustainability, and the ideas and energy from the team have been transformative. One of the most rewarding experiences has been seeing team members take ownership of projects. We’ve embraced inclusivity at all levels, and it’s created a culture of trust and shared responsibility. When people feel heard and valued, they’re motivated to bring their best ideas forward.
"There are many different strategies when it comes to property investment and real estate… Don’t be afraid to make mistakes… Persistence and tenacity will eventually win"
Q: As a woman in a traditionally male-dominated industry, what challenges have you faced, and how have you navigated them?
FS: The challenges are real, but they’ve never stopped me. Instead of trying to fit into a mold or conform to expectations, I’ve leaned into my own strengths. My leadership style is empathetic, collaborative, and often intuitive—and that’s been the key to my success. I’ve had to develop confidence and resilience, but I also make sure to create spaces where other women can thrive. At St Raphael, we’re proud to have achieved gender parity, with 50% of our team being women.
In many ways, I don’t focus on gender. I’m just focused on getting the job done and empowering everyone to succeed, regardless of their background. The results speak for themselves. And of course, my podcast, Hotel Talk with Farah Shammas, has allowed me to connect with other women in leadership and create a space where their stories are shared and celebrated. My advice to women leaders is simple: be fearless. Don’t let anyone or anything hold you back, and don’t let self-doubt get in your way. Surround yourself with mentors, but also take risks. Success is not about waiting for the perfect opportunity; it’s about creating your own opportunities. And always, always believe in yourself. There’s no roadmap to leadership, but if you stay true to your values, embrace challenges as opportunities, and never stop learning, you’ll find your path.
Q: What podcasts or authors would you suggest for aspiring leaders looking to enhance their leadership skills and knowledge?
FS: I highly recommend all of Dan Sullivan’s books—his approach to life and business is truly inspiring. Morgan Housel’s The Psychology of Money was my favorite read last year. I’m also a fan of autobiographies, with Be Useful by Arnold Schwarzenegger and Friends, Lovers and the Big Terrible Thing by Matthew Perry being recent favorites. Will Guidara’s Unreasonable Hospitality is a standout in both my collection and many others. For nutrition, I love Dr. Michael Greger’s books like How Not to Die, and Steven Bartlett’s The Diary of a CEO podcast is a must, though his book is tough at first.
Q: Looking ahead, what excites you most about the future of St Raphael Resort and Marina?
FS: I’m most excited about expanding our wellness offerings and continuing to integrate sustainability into every aspect of our business. Our wellness retreats are already gaining traction, and I believe that there’s a growing demand for experiences that promote both relaxation and well-being. We’re also exploring how technology can further enhance the guest experience while staying true to our eco-friendly ethos.
I envision St Raphael becoming not just a resort but a model for responsible tourism—a place where luxury meets sustainability, and every guest leaves feeling rejuvenated, inspired, and more connected to the world around them.
