Joaquim Fernandes’ journey in the hospitality industry is a story shaped by discipline, integrity, and a deep respect for people. Born and educated in Goa, India, he completed his schooling at St. Rita’s High School before pursuing a graduation in Finance from Shree Damodar College of Commerce and Economics. While finance was his academic foundation, it was hospitality that gave his career meaning. He began his professional journey in 1991 at The Leela Beach Kempinski Goa, where he quickly realized that finance in hospitality is not only about numbers but also about trust, structure, and the guest experience. This early exposure laid the groundwork for a career that would span more than three decades across leading hotel brands and complex hospitality ecosystems.
During his time at The Leela, Joaquim learned how financial discipline directly supports service quality and operational stability. He observed that every financial decision had a ripple effect on guest satisfaction, staff morale, and brand reputation. This realization shaped his belief that finance should act as a silent enabler, strengthening operations rather than restricting them. Seeking broader exposure and new challenges, he moved to the UAE, where he joined Abu Dhabi National Hotels Company as a cluster accountant. This role sharpened his understanding of governance, compliance, and process-driven management across multiple properties.
“When work is driven by passion and integrity, success follows naturally and positively impacts everyone around you.”
As his career progressed, Joaquim took on senior leadership roles as Director of Finance at several prominent hotels, including Mayfair Hotel Dubai, Dhow Palace Hotel, Holiday Inn Embassy District, Grand Excelsior Al Barsha, and Metropolitan Hotel Dubai. Each role expanded his understanding of how finance interconnects with operations, revenue management, procurement, and strategic planning. He developed a reputation for being detail-oriented, calm under pressure, and deeply committed to ethical practices. His ability to balance financial control with operational flexibility made him a trusted leader among both finance and operations teams.
Today, Joaquim Fernandes serves as the Assistant Chief Financial Officer at Habtoor Hospitality, part of the Al Habtoor Group. In this role, he oversees a diverse and complex portfolio that includes seven world-class hotels such as Waldorf Astoria Dubai Palm Jumeirah, Al Habtoor Grand Resort, Al Habtoor Palace, V Hotel by Curio Collection, Hilton Dubai Al Habtoor City, Al Habtoor Polo Resort, and Metropolitan Hotel Dubai. Beyond hotels, he also supports six major business units, including La Perle by Dragone, Al Habtoor Polo Club, Al Habtoor Sports Hub, Atrium, Metropolitan Catering Services, and Metropolitan Hotels International. Managing such a wide portfolio requires not only financial expertise but also foresight, coordination, and strong leadership.
Joaquim chose hospitality finance because it allowed him to combine his passion for finance with a service-driven industry. He enjoys working with budgeting, financial analysis, and strategic planning, but what motivates him most is seeing how these decisions support operations and enhance guest experiences. He believes that working behind the scenes does not reduce impact; instead, it strengthens the foundation on which great hospitality is built. For him, finance plays a vital role in enabling long-term growth and consistency.
Hospitality excellence, in Joaquim’s view, means delivering quality service consistently while anticipating guest needs and exceeding expectations. It is about attention to detail, professionalism, and teamwork. He believes that excellence is not created only at the front desk or in guest-facing roles, but also through the decisions made in finance offices, procurement departments, and leadership rooms. Every policy, system, and financial process must ultimately contribute to a smooth and positive guest experience.
Governance and integrity are central to Joaquim’s leadership philosophy. He firmly believes that governance is the backbone of sustainability. With decades of experience in internal audit and financial leadership, he views accountability not as control, but as foresight. Effective governance helps identify risks early and prevents issues before they escalate. In an industry where operations span multiple properties and regulatory environments, transparency and compliance are essential for long-term credibility.
“Strong governance is not control, it is foresight that protects people, processes, and the future of the organization.”
Joaquim emphasizes that accountability begins with culture. When teams understand their responsibilities clearly and work in a transparent environment, integrity becomes a shared value rather than an imposed rule. He believes governance must continuously evolve, adapting to industry changes while aligning people, policies, and technology toward operational excellence. His approach ensures that finance supports trust, not fear.
Internal auditing, according to Joaquim, is about discipline and teamwork. He strongly believes that audit functions exist to support organizations, not to target individuals. While roles may differ, the ultimate goal remains the same: organizational success. This mindset has helped him build strong relationships across departments and foster a culture of collaboration rather than resistance.
One of Joaquim’s most significant achievements came in 2019, when he received the Individual Excellence Award at the Al Habtoor Group’s Employee Excellence Awards. This recognition reflected not only his personal contribution but also his leadership in implementing critical projects across the hospitality division. These initiatives included developing standardized hospitality policies and procedures, implementing VAT and RFID fixed asset tagging, introducing a unified chart of accounts through BC Navision, deploying the JANA purchasing and inventory system, unifying vendor codes, and launching an online payment solution in partnership with ADCB. These projects strengthened operational efficiency, financial transparency, and data accuracy across the group.
Like many leaders in hospitality, Joaquim has faced challenges throughout his career. Managing teams during uncertain times, adapting to changing guest expectations, and navigating industry disruptions have tested his resilience. He believes that flexibility, clear communication, and openness to feedback are essential for overcoming challenges. Rather than viewing obstacles as setbacks, he sees them as learning opportunities that help leaders grow stronger and more adaptable.
Motivating and supporting teams is a daily priority for Joaquim. He believes that recognition, whether for small wins or major achievements, plays a powerful role in building morale. He maintains an open-door approach, encourages honest communication, and supports skill development. By building trust, providing clear direction, and acknowledging effort promptly, he creates an environment where teams feel valued and empowered.
Joaquim observes that the hospitality industry is undergoing rapid transformation. AI-driven personalization, mobile technology, contactless services, and sustainable practices are reshaping guest expectations. While he strongly supports innovation, he believes technology should empower human judgment, not replace it. Automation and analytics, in his view, are tools that enhance insight and precision while allowing leaders to focus on strategic decision-making.
Innovation plays a key role in improving guest experiences across the portfolio he oversees. Digital check-ins, mobile keys, data analytics, and smart systems help streamline operations and personalize stays. These technologies create faster, smoother, and more comfortable experiences while allowing staff to focus on meaningful guest interactions.
“In hospitality, finance is not just about numbers, it is about trust, discipline, and supporting the guest experience.”
Sustainability is another area where Joaquim actively contributes. He supports eco-friendly technologies, energy-saving systems, waste reduction initiatives, and responsible sourcing. Educating staff and guests about sustainability is equally important to him, as shared awareness leads to lasting impact. He believes responsible practices strengthen both brand reputation and community relationships.
Maintaining quality and consistency in a fast-changing industry requires embedding quality into organizational culture. Joaquim supports agile project management, real-time monitoring, guest feedback systems, and evolving standard operating procedures. By treating quality as a continuous process rather than a final check, organizations can adapt without compromising standards.
For young professionals entering hospitality finance, Joaquim emphasizes passion, humility, discipline, integrity, punctuality, and self-confidence. He believes finance can be demanding, but when approached with curiosity and purpose, it becomes deeply fulfilling. He encourages professionals to take ownership, maintain discipline, focus on accuracy, lead with kindness, avoid politics, and deliver exceptional service.
Balancing customer satisfaction with business growth is not a trade-off for Joaquim; it is a shared goal. He believes financial strategies must always enhance guest experiences and support sustainable growth. Profitability achieved at the expense of guest satisfaction, in his view, is short-lived and misaligned with long-term success.
Looking ahead, Joaquim believes hospitality leadership will require emotional intelligence, adaptability, cultural awareness, and purpose-driven thinking. The future of hospitality lies in blending high-tech efficiency with personalized, sustainable, and authentic experiences. He remains committed to contributing through ethical leadership, innovation, and people development.
Faith plays an important role in Joaquim’s life, keeping him grounded amid professional pressures. He credits his values to his belief system and expresses deep gratitude to his family, mentors, and leaders who have supported his journey. Known for his humility, he acknowledges his mentor, Mr. Omar Khalaf, and expresses sincere appreciation to the Al Habtoor leadership and the rulers of the UAE. Above all, he recognizes his wife, Narcisa Fernandes, as his constant source of strength and support.
Through discipline, integrity, and compassion, Joaquim Fernandes continues to shape a legacy where finance serves not just as a function, but as a foundation for trust, growth, and enduring hospitality excellence.