Alia Korshykova: Driving purposeful luxury at The Ritz-Carlton Maldives, Fari Islands

By Maaish Mohamed and Mariyam Saliya Mohamed

In a world where luxury hospitality is defined as much by the calibre of its people as by the experiences they curate, Alia Korshykova stands out —not through flamboyance, but through consistency, integrity, and professional intuition. Recently named ‘Sales Personality of the Year’ at the Hotelier Maldives Awards 2025, Alia serves as the Assistant Director of Sales and Marketing at The Ritz-Carlton Maldives, Fari Islands—a property known globally for its distinctive architecture, personalised service, and curated experiences.

Her recognition as a leading sales personality is not only a personal milestone but also a testament to the ethos she brings to her role.

“Being recognised as Sales Personality of the Year is truly an honour and a meaningful milestone in my career,” says Alia. “When I first arrived in the Maldives, I never imagined I’d be working in an ultra-luxury resort—let alone receiving such recognition and giving an interview like this.”

Alia’s journey in the Maldives began with modest expectations. Yet, over the years, she has become an important figure in the positioning of one of the most distinctive luxury resorts in the country. Reflecting on what defines success in luxury hospitality sales today, she offers a straightforward yet powerful perspective: “You don’t need to be the loudest person in the room to be successful. For me, it’s about being reliable, consistent, thoughtful, and delivering what you promise.”

This measured approach has guided Alia through both routine and challenging objectives. One such challenge came in the form of positioning The Ritz-Carlton Maldives, Fari Islands in a highly competitive global market.

“Positioning an ultra-luxury resort like ours in a competitive market filled with iconic global brands was definitely a challenge—but it was also an exciting one,” she notes.

For Alia, innovation lies in adaptability: “Sometimes we set ambitious targets for specific regions, but then face unexpected slowdowns. In those moments, we shift focus to underutilised or emerging markets where we see promising potential.”

Her approach to building relationships with clients and partners is rooted in quiet consistency: “Loyalty isn’t built overnight — it grows through trust, integrity, and meaningful actions,” Alia reflects.

One story in particular demonstrates this philosophy: “A partner who had booked a guest once reached out, visibly distressed about an issue the client was facing—one that, technically, had nothing to do with our resort. But from the guest’s perspective, none of that mattered—they just needed someone to step in and make things right. And so, we did. We didn’t explain why it wasn’t our fault, or why it wasn’t our responsibility. We simply found a solution—because what matters most is how people feel in those moments.”

Months later, the partner shared that it was in that experience she truly felt supported—and knew her trust was well placed, because her guests were in capable, caring hands.

“It’s moments like these that define not just service, but partnership,” Alia says. “And for me, that’s what leadership in hospitality is all about.”

Alia’s role goes beyond closing sales. It involves crafting narratives that resonate globally while staying relevant to distinct markets.

“Every market is unique, and in luxury travel, there is no one-size-fits-all approach,” she says.

Her team’s approach involves cultural fluency and adaptability: “Guests from the Middle East often value privacy and space, travelling in multigenerational groups. We highlight our two-bedroom villas, Ritz-Carlton Estate, and the personalised services of our Aris Meeha. European guests tend to prioritise design, sustainability, and immersive cultural and culinary experiences, so we emphasise our architecture, marine conservation efforts, curated dining concepts, and experiences that reflect the spirit of the destination.”

This attention to detail extends into the realm of digital strategy: “We have a saying: it’s better to see once than to hear a hundred times,” Alia explains.

In a sector where first impressions are often shaped online, digital marketing and visual storytelling are vital tools: “Today’s travellers discover destinations on Instagram, YouTube, Facebook, and through trusted content creators. That’s why visual storytelling is central to our strategy.”

Her team collaborates closely with marketing counterparts to design campaigns specific to target demographics and platforms. “We also collaborate with influencers and key opinion leaders who align with our values and help us reach qualified audiences,” she says.

This integrated approach includes providing travel advisors with personalised sales tools, such as videos and digital content, to enhance their client presentations.

Alia is also helping steer the sales narrative around one of the most anticipated events at the resort—the inaugural Fari Islands Festival, set to take place in September.

“This is one of the most anticipated events since our resort opened,” she shares. “The Fari Islands Festival is more than a resort activation—it’s a celebration of the entire Fari Islands archipelago.”

Over four magical days, guests immersed themselves in poetry readings by Rupi Kaur, mindful ocean talks with shark scientist Gibbs Kuguru, conservation-focused snorkelling and marine workshops with the Olive Ridley Project, breathwork rituals by Bamford, and curated dining experiences by global icons like Wagyumafia.

“From a sales and marketing perspective, we’re using the festival as a storytelling vehicle. It gives returning guests a new reason to come back, and for new travellers, it creates a sense of urgency and excitement,” she says.

Alia sees transformation on the horizon for luxury hospitality sales, both in the Maldives and globally: “Today’s guests are looking for depth, purpose, and emotional connection. They want wellness-focused, rare experiences, and they expect personalisation at every level.”

She also highlights the importance of transparency and sustainability: “Luxury is no longer just about what you offer—it’s about how you make people feel, and the impact you leave behind.”

This understanding of luxury as an emotional and ethical experience aligns with the resort’s overarching philosophy—one that blends service, aesthetics, and experience: “Our architecture is inspired by the shape of a circle—symbolising unity and serenity,” she says. “There’s a natural flow throughout the property that harmonises with the Maldivian landscape.”

It is this design, alongside what she calls “legendary service” and “transformative guest experiences,” that forms the core of The Ritz-Carlton Maldives, Fari Islands proposition.

Alia’s own career arc reflects these themes of transformation and purpose: “The most rewarding part has been growing alongside this resort,” she shares.

As part of the pre-opening team, she has witnessed the evolution of the property from blueprint to international recognition: “From day one, I’ve been encouraged to take ownership, make decisions, and be part of something bigger.”

Her advice to those navigating their own path in hospitality is grounded in the lessons she’s lived: “I didn’t have a clear path in the beginning, but through curiosity, patience, and courage, I found mine,” she says. “If I can do it, anyone can. You just have to start—and not be afraid to do the things that matter.”

In an industry that often celebrates visibility, Alia Korshykova’s story is one of depth—of building credibility quietly, and of focusing on substance over spectacle. Through her work at The Ritz-Carlton Maldives, Fari Islands, she is not only shaping a successful business strategy, but also setting a tone for what authentic, sustainable, and people-focused luxury sales can look like in the years ahead.