Following his appointment as Group Managing Director for JOALI Maldives, JOALI BEING and Bijal, Tunç Batum shares his vision on the properties’ new, exciting chapter, the brand’s growing evolution, and the positive impact of their experiential, wellbeing-focused hospitality in both the Maldives and Türkiye.
Tunç Batum, Group Managing Director for JOALI Maldives, JOALI BEING & Bijal
Emotion, experience, and wellbeing; these are the key elements to Batum’s evolutionary concept for the brands he now leads alongside a renowned team. Similarly, those concepts stem from and have been deeply ingrained from his early incursion into the luxury travel industry, where he was first drawn to since, as he explains, it sits at the intersection of human connection and transformation.
“Hospitality is one of the few industries where you can genuinely influence how people feel, not just what they experience,” he says. And that’s exactly what he’s fueling at both JOALI properties, in the Maldives, and Bijal, in Türkiye.
“Hospitality is one of the few industries where you can genuinely influence how people feel, not just what they experience,” he says. And that’s exactly what he’s fueling at both JOALI properties, in the Maldives, and Bijal, in Türkiye.
JOALI Maldives
His leadership philosophy has been shaped by numerous and diverse experiences across international hospitality environments. At each one of these, consistency, cultural sensitivity, and guest-centric thinking have been critical, thus funneling into a most perfect storm of brilliance ready to further elevate and revolutionise JOALI’s renowned luxury collection with purpose.
As he sums up: “What drew me to this role is the opportunity to shape a truly distinctive luxury hospitality ecosystem across JOALI Maldives, JOALI BEING, and Bijal. Each brand has a powerful identity, yet together they represent a rare chance to define the future of experiential luxury. Personally, I am motivated by building environments where emotion, design, and wellbeing converge in meaningful ways. Professionally, the scope of leading multiple differentiated brands with a shared philosophy of artistry and impact is exceptionally compelling”.
Essentially, different brands, each with their own distinct personality, can thrive in unprecedented ways when unified under one powerful essence. Together, the identity, rarity and ever-growing potential of both JOALI and Bijal results in, as Batum explains, endless possibilities to reshape what’s to come in the world of experiential luxury hospitality.
As he sums up: “What drew me to this role is the opportunity to shape a truly distinctive luxury hospitality ecosystem across JOALI Maldives, JOALI BEING, and Bijal. Each brand has a powerful identity, yet together they represent a rare chance to define the future of experiential luxury. Personally, I am motivated by building environments where emotion, design, and wellbeing converge in meaningful ways. Professionally, the scope of leading multiple differentiated brands with a shared philosophy of artistry and impact is exceptionally compelling”.
Essentially, different brands, each with their own distinct personality, can thrive in unprecedented ways when unified under one powerful essence. Together, the identity, rarity and ever-growing potential of both JOALI and Bijal results in, as Batum explains, endless possibilities to reshape what’s to come in the world of experiential luxury hospitality.
For him, connecting with JOALI’s identity was a smooth and natural process: “Its essence lies in storytelling through art, design, and emotion. I connect strongly with its philosophy of ‘joy of living’ because it goes beyond luxury and into meaning. The brand’s commitment to creativity and immersive experiences aligns with my belief that hospitality should be both functional and inspirational”.
His management style thus fits like a glove: collaborative, detail-oriented, and principle-driven. Tunç Batum firmly believes in the need to empower strong teams, but also in being deeply involved in the sales and marketing, guest experience and brand integrity. “Clarity of vision combined with trust in execution is essential in luxury hospitality, where consistency and emotional resonance define success,” he affirms.
When it comes to the exquisite JOALI properties - JOALI Maldives and JOALI BEING -, the Group Managing Director explains how these clearly represent two sides a holistic journey. Though they do indeed possess different traits, they complement each other instinctively. “One focuses on artistic expression, indulgence, and immersive island living, while the other is centered on transformative wellbeing. Together, they offer guests a complete spectrum of luxury: pleasure and purpose, relaxation and renewal,” says Batum.
His management style thus fits like a glove: collaborative, detail-oriented, and principle-driven. Tunç Batum firmly believes in the need to empower strong teams, but also in being deeply involved in the sales and marketing, guest experience and brand integrity. “Clarity of vision combined with trust in execution is essential in luxury hospitality, where consistency and emotional resonance define success,” he affirms.
When it comes to the exquisite JOALI properties - JOALI Maldives and JOALI BEING -, the Group Managing Director explains how these clearly represent two sides a holistic journey. Though they do indeed possess different traits, they complement each other instinctively. “One focuses on artistic expression, indulgence, and immersive island living, while the other is centered on transformative wellbeing. Together, they offer guests a complete spectrum of luxury: pleasure and purpose, relaxation and renewal,” says Batum.
Four bedroom Beach Residence, JOALI Maldives
JOALI Maldives' Manta Tree House
JOALI BEING, in particular, sits at the helm of innovation in wellness-led luxury. Today, under his leadership, it continues to evolve in a positive direction by integrating new science, ancient healing traditions and thoroughly personalised wellbeing journeys. As he explains: “The focus is on deeper customisation, longevity-driven programs, and immersive experiences that go beyond traditional spa concepts. Innovation here is about creating measurable impact on wellbeing, not just relaxation”.
It’s clear to the brand that guests don’t go to JOALI for simple, short-term relaxing. They expect, and are delivered, true, long-lasting results that truly improve their lives and wellbeing drastically; and that can’t find be found elsewhere at this same level.
It’s clear to the brand that guests don’t go to JOALI for simple, short-term relaxing. They expect, and are delivered, true, long-lasting results that truly improve their lives and wellbeing drastically; and that can’t find be found elsewhere at this same level.
Hammam at JOALI BEING
For this coming year, Batum has clear priorities for the brand: strengthening brand distinction, elevating guest personalisation through data and human touch, and enhancing operational excellence across all properties. Additionally, deepening their sustainability commitments and continuing to build teams that embody the JOALI philosophy authentically is also paramount.
However, navigating recent industry and global disruptions has been a challenge they’ve had to conquer, and to do so they’ve followed a clear homemade recipe for success: “To adapt to transformation, crises, and disruptions in the tourism industry and to effectively manage sectoral changes, we focus on correct situation and data analysis, operational flexibility, and immediate proactive-reactive plan settlements and adaptations on a timely manner. We work on value and cost optimisation, energy efficiency, creating alternative revenue streams, and developing action plans for potential crisis scenarios”. This means they’re always as prepared as they can be, and as such, they’ve smoothly managed to master any recent disruptions effectively.
Today, the Maldives - where both JOALI properties are located -, remains a truly compelling destination. As he vividly expresses, the location continues to stand out due to its natural purity, sense of isolation, and unmatched marine environment. “Combined with evolving hospitality standards, it offers a rare combination of escapism and sophistication that is difficult to replicate elsewhere,” he notes. And what’s more, the team is seeing a strong shift toward memory creating, private, exclusive, and transformational travel among high-net-worth travellers in general. This, therefore, means such potential guests increasingly value wellness integration, curated experiences and meaningful disconnection from their daily routines, which further reinforces and drives JOALI’s mission and identity.
However, navigating recent industry and global disruptions has been a challenge they’ve had to conquer, and to do so they’ve followed a clear homemade recipe for success: “To adapt to transformation, crises, and disruptions in the tourism industry and to effectively manage sectoral changes, we focus on correct situation and data analysis, operational flexibility, and immediate proactive-reactive plan settlements and adaptations on a timely manner. We work on value and cost optimisation, energy efficiency, creating alternative revenue streams, and developing action plans for potential crisis scenarios”. This means they’re always as prepared as they can be, and as such, they’ve smoothly managed to master any recent disruptions effectively.
Today, the Maldives - where both JOALI properties are located -, remains a truly compelling destination. As he vividly expresses, the location continues to stand out due to its natural purity, sense of isolation, and unmatched marine environment. “Combined with evolving hospitality standards, it offers a rare combination of escapism and sophistication that is difficult to replicate elsewhere,” he notes. And what’s more, the team is seeing a strong shift toward memory creating, private, exclusive, and transformational travel among high-net-worth travellers in general. This, therefore, means such potential guests increasingly value wellness integration, curated experiences and meaningful disconnection from their daily routines, which further reinforces and drives JOALI’s mission and identity.
JOALI Maldives' Three Bedroom Beach Residence with Pool
Meanwhile, situated on the beautiful Antalya coast of Türkiye, Bijal is envisioned as a refined expression of quiet luxury within a Mediterranean context, where the rhythm of play and pause defines the guest experience, explains Batum. As the brand’s motto goes: Bijal is all about making memories with people who love to play.
“This philosophy is rooted in cultural depth, authenticity, and a strong sense of place, enriched by a strong sense of social club–style community and belonging that brings like-minded individuals together in a natural, unforced way. Rather than excess, Bijal celebrates restraint, ease, and emotional connection, creating an environment where connection and solitude coexist, and where a distinctive identity is shaped through shared experiences, understated design, and a genuine sense of belonging within a thoughtfully curated world,” he adds.
“This philosophy is rooted in cultural depth, authenticity, and a strong sense of place, enriched by a strong sense of social club–style community and belonging that brings like-minded individuals together in a natural, unforced way. Rather than excess, Bijal celebrates restraint, ease, and emotional connection, creating an environment where connection and solitude coexist, and where a distinctive identity is shaped through shared experiences, understated design, and a genuine sense of belonging within a thoughtfully curated world,” he adds.
BIJAL Beach House
BIJAL Lifestyle
Looking into the future, Batum ensures Türkiye still has immense potential as a global luxury destination, especially given its cultural richness, geographical diversity, and increasing sophistication in hospitality infrastructure. “It is uniquely positioned to bridge Eastern and Western luxury narratives in a compelling way,” he says, and positive storytelling is of utmost importance, especially in today’s environment.
Narrative plays a critical role in shaping perception, and in Bijal and JOALI’s particular context, “communicating confidence, authenticity, and long-term vision for both Türkiye and the Maldives is essential to sustaining investor and traveller trust”.
What excites the managing director most from here onwards is shaping the evolution of luxury into something more meaningful where emotional connection, wellbeing, and cultural storytelling define success. For him, the future of JOALI and Bijal lies in deepening this philosophy while still continuing to innovate. And when it comes to upcoming developments and expansion, he shares how the group is now actively exploring strategic growth opportunities that align with their brand DNA: “Any expansion will be thoughtful, design-led, and rooted in experience rather than scale alone. The focus remains on maintaining exclusivity while extending the JOALI philosophy into new expressions”.
Three properties, two distinct brands, and one same, soulful vision boil down to a newfound legacy that will see JOALI and Bijal built further into brands not just recognised for their excellence, but remembered for how they make people feel. “Creating environments where teams thrive, guests are transformed, and hospitality becomes a form of art,” that is, Batum says, his ultimate goal.
Narrative plays a critical role in shaping perception, and in Bijal and JOALI’s particular context, “communicating confidence, authenticity, and long-term vision for both Türkiye and the Maldives is essential to sustaining investor and traveller trust”.
What excites the managing director most from here onwards is shaping the evolution of luxury into something more meaningful where emotional connection, wellbeing, and cultural storytelling define success. For him, the future of JOALI and Bijal lies in deepening this philosophy while still continuing to innovate. And when it comes to upcoming developments and expansion, he shares how the group is now actively exploring strategic growth opportunities that align with their brand DNA: “Any expansion will be thoughtful, design-led, and rooted in experience rather than scale alone. The focus remains on maintaining exclusivity while extending the JOALI philosophy into new expressions”.
Three properties, two distinct brands, and one same, soulful vision boil down to a newfound legacy that will see JOALI and Bijal built further into brands not just recognised for their excellence, but remembered for how they make people feel. “Creating environments where teams thrive, guests are transformed, and hospitality becomes a form of art,” that is, Batum says, his ultimate goal.
Zoila Checa
