Member Interview with Khaleel Johnson

We are delighted to bring you a Member Interview with Khaleel Johnson Marketing Manager RÌGH PROPERTIES.

What’s your golden rule?

Naivety is a superpower.

Who has been your biggest influence and why?

Chris Glass - I joined Chris' team in 2021 working across Northern Europe as part of Soho House's Cities Without Houses department and was surprised by the level of care that not only went into the work being produced but also the person behind it. He had fostered this beautifully vulnerable space that allowed people to be equally hard working and caring. We had weekly calls in the diary to discuss how we was feeling at work and what energy each of us was bringing to the space. This role was 5 years ago now and that cohort still holds a special place in my mind - my Roman empire if you will.

What is your most hated business expression?

"Nice guys finish last" - I'll never be able to get on board with this perspective and instead I'd lean more into Maya Angelou's quote of 'people will forget what you did, but they will never forget how you made them feel.' This may be more relevant to marketing but in our industry, projects are often completed over multiple days, weeks or months so when work is being commissioned, it is rarely only talent being assessed but also 'who would I be willing to spend 5 days with driving around the remote Highlands.' I hope we hold on to this part of relationship building and the soft-networking, which allows room for empathy and personality to shine through. As this is often what leads to repeat bookings, loyalty and advocacy.

What’s the smartest business idea you’ve ever had?

I'm an avid believer that trust is built through real partnerships. At the moment, it is interesting to see the developing symbiotic relationship between luxury hotels and underground culture/queer nightlife. This shift is taking place amidst the closing of local venues and as part of a wider hotel placemaking/opening strategy. However, to create longevity, trust and quantifiable results which moves beyond a one-off event designed to form a brand aesthetic and visual culture, I believe there is a crucial yet overlooked area of stewardship and facilitation.

Which leader do you admire most and why?

Ooo this is a tricky one - I have so many! I'm honestly much more interested in industry peers, creative folk and cultural leaders than I am in celebrities. But if I had to narrow it down, I'd choose: (1) Barrington Reeves from Too Gallus (2) Steven Braines and Sophia Kearney from HE.SHE.THEY and The Weird and The Wonderful (3) Marie Owen OBE from LS Productions (4) Sophie Austin from Nobody's Cafe and (5) Lucy Noone Blake who is a Hospitality Comms Consultant. What they all have in common is an abundance of knowledge and are incredible generous with sharing those nuggets of wisdom while continuing to advocate for others in their team and the wider industry.

What is on your mind the most right now as a marketing leader?

I think about social sustainability A LOT and the catch 22 of working in the world of luxury hotel marketing. Our industry often relies on consumerism and promoting an image of exclusivity and aspirational living. However, it is refreshing to see an increase in marketeers encouraging slow travel and cultural placemaking that promotes local discovery and knowledge expansion while steering away from performed/staged authenticity. Likewise, amidst the climate crisis I am incredibly cognisant of regenerative tourism and how hotels can be a catalytic force for 'tourism for good.'

Why is being part of The Marketing Society important for your career?

Continuous learning is so important and I'm excited to begin listening to other peoples perspectives, connecting with industry folk across the globe and sharing stories as we collectively navigate an ever-changing world.

Why does marketing matter to you?

I wouldn't say the 'build it and they will come' perspective is completely outdated, but rather reductionist. The physical building and the tangible elements become the product, but instead I'm much more fascinated by everything else around it. Marketing matters to me because it is an incredibly powerful tool to shape imagination, expectation and a sense of belonging. Marketing can help promote the on-site services but it also taps into consumer behaviour and psychology, finding ways to weave the intangible 'why' elements into authentic storytelling, events, PR and digital campaigns.

Tell us something that’s not on your CV

I accidentally ended up on Indonesian national TV in 2024 being interviewed about the country's national nuclear power programme while on a trip funded by the Scottish Government. I was part of a student research cohort who got to gain hands-on experience and attend keynotes regarding the 2030 Sustainable Development Goals with companies such as The British Council and World Vision.