With over 15 years of experience shaping leading hospitality and lifestyle brands across Sri Lanka, the Maldives, and the UAE, Pramukshi Kariyawasam is an award-winning marketeer and PR strategist whose influence goes far beyond conventional campaigns. Beginning her career in PR at Cinnamon Hotels & Resorts, she quickly rose through the ranks, mastering the balance between brand positioning, strategic partnerships, and digital innovation.

Today, Pramukshi leads with a vision that fuses creativity, strategy, and a deep understanding of consumer behavior. Her ability to transform brand narratives into powerful lifestyle experiences has positioned her as one of the region’s most dynamic communication leaders.

Behind the titles and accolades lies a communicator at heart — someone who believes that brands must not only sell, but also connect, inspire, and tell authentic stories.

As she sits down with us, she shares insights into her journey, her philosophy of storytelling, and her vision for the future of marketing.

You’ve been recognised as an award-winning marketing and PR professional in the Middle East. Can you walk us through your journey and what shaped your voice as a brand storyteller?

When I first arrived in the Middle East, while I brought years of hospitality marketing expertise, I knew the media landscape here operated very differently from Sri Lanka or the Maldives. So, I made a deliberate choice to learn fast — immersing myself in the region’s media culture, building relationships from scratch, and understanding how influencer engagement, press relationships, and brand positioning play out differently here.

At Shangri-La Dubai, I was starting fresh with a legacy brand, much like the ones I’d handled in Sri Lanka and the Maldives. I’ve always treated brands as personalities — each with their own quirks, tone, and emotional pull. That mindset shapes how I tell their stories: with empathy, with boldness, and with a focus on truth. I don’t believe in quick wins; I believe in consistent, strategic storytelling that reinforces a brand’s positioning until it becomes second nature to its audience.

Over time, the campaigns I led weren’t just about visibility — they built brand equity. That intentionality, combined with my passion for the brands I represent, is what has made me the storyteller that I am.

What first drew you into hospitality marketing? Was there a defining moment or project?

My entry into hospitality was almost accidental. But what I didn’t expect was to find an industry that matched my personality perfectly — ever-evolving, dynamic, and brimming with creativity. It was a natural fit.

Once I became professionally qualified in marketing, the connection deepened. I realised I could marry my skills with my passion to create campaigns that didn’t just build awareness but drove tangible results — revenue, loyalty, and long-term brand equity.

Award winning marketeer

Over the years, I’ve led countless campaigns, but some of the most rewarding came during COVID-19. In Sri Lanka, with borders closed, I focused on the domestic market — micro-segmenting audiences and creating tailored offers for different local personas, which resulted in strong bookings despite the odds. In the Maldives, where we were one of the first destinations to reopen, we launched an emotional, storytelling-led comeback campaign that reminded repeat guests why our resorts felt like home.

Another defining experience was leading two major rebranding exercises for Cinnamon Hotels & Resorts — in 2014 and again in 2022. Seeing the brand’s personality evolve over time, and having the privilege to shape it to stay relevant, was both a creative and strategic challenge that reinforced why I love what I do.

What does the term ‘brand storytelling’ mean to you in the context of hotels and resorts?

To me, brand storytelling in hospitality is about translating a property’s soul into a feeling — and then expressing that feeling consistently across every guest touchpoint. From the tone of a confirmation email to the visuals in a video to the scent in the lobby — it all tells a story. Great storytelling goes beyond features; it creates belonging. It’s not about saying “we have a pool,” but, more like “here, mornings are slow, serene, and sacred.”

How do you approach branding for a hospitality property? Where do you begin?

I always begin by listening — to the product, the people, and the guests. I look for emotional anchors: what is unique about this place, and how it makes people feel. Then I work backward to define the brand’s personality, voice, tone, and visual world. The aim is to build a consistent brand narrative that lives across digital, operational, and experiential layers — while being agile enough to evolve.

How do you ensure that marketing strategies remain authentic to the brand identity while still being adaptable to different markets?

The key is having a clearly defined brand DNA. Once you know who you are at your core, adapting for different markets becomes a matter of cultural nuance. I focus on building brand frameworks that can flex without breaking — ensuring the emotional thread remains intact whether you’re speaking to a guest in Dubai, Mumbai, or Milan.

Can you share a campaign or launch you’re especially proud of,What was the strategy behind it?

One of my proudest campaigns was the repositioning of Cinnamon’s Maldives resorts post-pandemic. We tapped into guest reviews and surveys to build a campaign around the phrase “Unforgettable.” It wasn’t our words — it was theirs. Using that emotional insight, we built a visual and messaging campaign that was guest-led, rather than brand-imposed. The result? Over 1,200 room nights sold in just weeks. It reminded me how powerful it is when we speak the guest’s language — not just literally, but emotionally.

How do you balance traditional media and digital in today’s PR context?

It’s honestly not either/or — it’s about integration. Traditional media still lends authority and legacy value, especially in markets like the Middle East. But digital is where the conversation lives. I typically use PR to anchor credibility, and digital to extend reach, engagement, and storytelling. The key is synergy: aligning tone, timing, and narrative across platforms.

Hospitality is constantly evolving. How do you stay ahead of trends — especially in travel behaviour and luxury expectations?

By listening more than speaking. I constantly read global trend reports, attend design and travel summits, and engage with industry peers very frequently. But beyond that, I look at culture — what people are feeling, fearing, craving. Luxury today is less about opulence and more about meaning. Staying ahead today means more than just watching the industry, but observing human behaviour.

What’s next for you in your career — any dream project or personal goals?

Right now, I’m focused full-time on my Marketing consultancy practice, working with a growing portfolio of clients across Sri Lanka, Dubai, and Saudi Arabia. My dream project would be to help launch a boutique lifestyle brand from the ground up — shaping everything from the brand story to the go-to-market strategy. I’m also passionate about mentoring up-and-coming marketers and using my experience to help more brands build with purpose.

What trends are shaping hospitality marketing right now?

A few standouts: Hyper-personalisation driven by data and AI, story-driven short-form video and influencer UGC, sustainable and purpose-led branding, direct booking loyalty over OTAs, and AR/VR for immersive pre-arrival experiences. But there’s a common thread here – and that is human-first marketing, that prioritizes emotion over promotion.

How do you stay ahead in such a fast-paced industry?

I stay curious, stay connected, and stay grounded. I read obsessively, surround myself with creatives and strategists, and reflect often. Life is a continuous journey of learning — but also knowing when to pause, zoom out, and see the bigger picture. Sometimes, that’s where the best ideas live, right?