Having lived in the Middle East for most of his life, cultural understanding was a skill developed early on, along with studying six languages covering French, English, Spanish, German, Italian, Arabic and basic Japanese.

An early career in the hotel food and beverage industry after studying hotel management in Lausanne, led him to Arabian Adventures, the Emirates owned Destination Management Company, where he worked for 15 years from 1995 till 2011 and held several significant roles in operations in Dubai and setting up the in Abu Dhabi branch. While being in charge of the Abu Dhabi business unit, Cedric was seconded to the Dubai 2003 project to plan and implement the event host program (recruiting, training over 1,400 staff).

During this time Cedric assumed responsibility for sales and business development for key European, Russian, CIS and GCC source markets delivering business to the United Arab Emirates.

Comfortable in both operations and sales, he has a track record of defining and implementing solutions, in order to improve colleague performance, while protecting customer service and profit. These change management skills honed within the corporate world have been used on a consultancy basis through the ScherWick Group since then, developing business plans, conducting commercial audits for various private investors as well as conducting market research and feasibility studies for European medium size companies.


An internationally accomplished sales and marketing director, with a proven track record of success, at C-suite level, with blue-chip organisations including British Airways, AEG Live, Utell International, and luxury hotel groups; Jumeirah Hotel Group, Kerzner International (One&Only, Atlantis and Mazagan) and Viceroy Hotel Group.

She successfully produced global and regional sales and marketing strategies and plans that have delivered tangible benefits.

As a Fellow of the Institute of Travel and Tourism and Member of the Institute of Marketing with a stellar international network across the travel and hospitality industry made of decision makers.

Tricia’s achievements include restructuring sales and marketing teams to breed customer centricity as the ‘culture’ to improve sales engagement and increase revenues.

She produced and coordinated, rigorous, meticulous, pre and post opening sales and marketing business plans for 5-star hotels.

Successfully re-branded British Airways holidays, brochures, website and all customer-facing communications, in line with new corporate identity.

Headed the relationship marketing and digital team at British Airways to re-design their frequent flier programme, Executive Club.

Led UK leisure sales team at British Airways to overhaul the B2B remuneration for the travel trade and exceeded revenue performance of GBP 1.126 billion.

Executed market entry business plans for new office openings in Europe, Russia, Asia and the US for Jumeirah Group and Kerzner International.

Championed and delivered, world-class selling training programmes for British Airways (accredited by the Institute of Sales and Marketing Management) and Jumeirah group, to elevate the performance of the sales teams.

Her specialities include: International sales and marketing, start-up experience, executive leadership, managing large and diverse teams, marketing strategy, brand identity, digital marketing, commercial marketing, PR, training, negotiation, public speaking.


After starting her career in France with Disneyland Paris and the Accor Group, Myriam joined the opening team of the prestigious Emirates Palace in Abu Dhabi in 2004 establishing the standards for the MICE segment of the hotel.

After joining Desert Adventures, she developed her business acumen and negotiations skills on the international scene, participating in major trade shows around the world, while growing an incredible network of contacts.

Then she managed the groups department of another leading DMC and later was responsible to develop business for a yacht chartering company, both based Dubai. Her diverse experience lead to being approached to set up and run a new regional office for niche tour operator relocating in the region.

Now a successful contractor based in Dubai, Myriam has been contributing regularly to large scale ceremonies such as HIPA, as well as running the whole logistics for groups and events in Abu Dhabi, Dubai and Istanbul.

As a veteran of the U.A.E. tourism industry, Myriam brings her network of industry contacts, domestic and international, at decision making level, combined with an instinctive understanding of what the MICE sector should deliver to a multitude of stakeholders.



Born and raised in Paris, trained at the famous design school Ecole Boulle with a diploma in tapestry restoration. Stéphane brings over 20 years of experience in stage design, combining an acute eye for detail with refined taste honed on the European circuit of auction houses during his past-time.

Using custom cut stretchy material such as the fireproof Lycra®-Jersey vellum, he can transform any venue into futuristic cocoon, build a tunnel of light for a fashion show, liven up a show-case platform or simply reinvent a well know place delighting any regular guests.

See his work here.