Majid Al Futtaim


The leadership team of Majid Al Futtaim’s Leisure and Entertainment divsion engaged TwentyOne Leadership to help them to create a guest experience culture across their business. These included the world-famous Ski Dubai, Lego stores, Magic Planets and iFly.

The client was clear that while the most obvious element of the programme was the creation of a signature guest experience, unique to Majid Al Futtaim Leisure and Entertainment, the major part of the work was the internal culture shift to ensure the experience was created from the inside out.

A series of leadership development events and the creation of a guiding coalition to ensure that the organisations vision and values and the customer experience principles were embedded into every business process.


We worked with members of the guiding coalition to build the guest experience measurement framework and developed an approach to recognise employees who delivered great moments for their guests.

We designed and created thirty short, practical, powerful training modules that could be delivered to team members to give them the skills to create great experiences for guests in every part of the guest journey and give them the belief that it was important to do so.

Finally, we upskilled a team of guest experience facilitators from across the business to be able to lead these sessions for their colleagues. This was extensive and combined the customer experience principles and how they linked to the organisation’s values with the facilitation skills to deliver the sessions using specifically created materials.



Majid Al Futtaim

Image Credit: Majid Al Futtaim