Rooted in Heritage, Driven by Heart

In a city brimming with new-age concepts and global culinary experiments, Fortune Group of Hotels stands out with its deep-rooted legacy and heartfelt approach to hospitality. Founded by Praveen Kumar Shetty (Chairman), a stalwart of Dubai’s hotel industry, and now joined by his daughter Prachi Praveen Shetty (Executive Director), the group has evolved into more than just a hotel chain—it’s a family-run enterprise committed to creating immersive dining experiences that resonate with community, culture, and character. From the coastal vibes of Boatman’s Hub to the spirited beats of Freddy’s, Fortune’s food and beverage brands are homegrown stories told through ambience, music, and flavour. In this exclusive conversation, the father-daughter duo reflects on their journey, expansion plans, and what it means to build for both tradition and tomorrow.

What drew you to the Middle East’s dynamic food and hospitality scene?
Praveen: I’ve been in the UAE for over 35 years—this is where my hospitality journey began. When I first arrived, Dubai was still developing. There weren’t many players in the market, but I could sense the potential. Year after year, the city has transformed—more tourists, more development, more opportunity. Our hotels, mostly in Bur Dubai and Deira, cater to both business and leisure travellers, especially the middle-class segment and group tourism. These areas have always had steady demand, which gave us a strong foundation to build on.

The F&B landscape, in particular, has flourished in recent years. It’s an exciting space to be in, and I’m proud that we’ve grown with the city. For me, Dubai is not just where I work—it’s home.

Did you face challenges establishing yourself in this competitive region?
Praveen: Absolutely. In the early days, there were countless challenges. We lacked the infrastructure and support systems that exist today. Whether it was dealing with approvals, arranging finances, or setting up operations—it was all trial and error.

Today, everything is far more streamlined. Technology and AI have transformed how we operate. But in hospitality, people remain at the heart of everything. Machines can support processes, but they can never replace the emotion and care behind a chef’s dish. That human touch matters. We’ve always focused on delivering quality at value-driven price points. That’s been our edge—and it still is.

With malls evolving into social hubs, do you see Boatman’s Hub moving to those formats?
Prachi: What sets Fortune Group apart is that we build our F&B brands within our own hotels. Whether it’s Boatman’s Hub, Desi Dhaba, Freddy’s, or Rasa, every outlet is thoughtfully designed to complement the hotel’s atmosphere. Boatman’s Hub, for example, is a full-fledged coastal experience. The moment guests walk in, we want them to feel like they’re dining by the sea—with live music, coastal décor, and a laid-back vibe. That’s hard to recreate in a shopping mall environment, where ambience and licensing limitations come into play.

We cater largely to families, and our locations in residential neighbourhoods allow guests to unwind, listen to live music, and enjoy their weekends without the hustle of crowded malls. While malls are becoming social spaces, our focus is on building soulful, character-driven destinations.

How do you foster customer loyalty while staying relevant?
Praveen: Loyalty has always been a priority for us. We offer room guests direct discounts at our in-house restaurants—it encourages them to dine with us and experience more than just the stay. Prachi has taken charge of our marketing and brought a fresh, digital-first perspective. Today, a strong online presence is non-negotiable. She’s built our Instagram and Facebook communities, collaborated with influencers, and showcased behind-the-scenes stories—from chefs at work to food trials and market visits. This honest storytelling adds depth to our brand and shows the heart behind the food. I’ve learned a lot from watching her lead this charge.

On a community level, I’m also deeply involved with the Mangalorean community in Dubai as president of the Bunt community. Our concept at Boatman’s Hub proudly celebrates Mangalorean, Goan, and Malvani cuisines, and it’s been a beautiful way to stay connected to our roots.

Do you see online orders or dine-in gaining more traction?
Prachi: We haven’t launched online ordering for Boatman’s Hub yet, and that’s by design. High third-party commissions aside, the experience of coastal cuisine is just not the same when it’s delivered. The aroma, texture, and live ambience are integral to the dining experience.

For us, it’s not just about serving food—it’s about delivering a full sensory journey. Our pricing and concept support dine-in experiences, and we want guests to enjoy that immersive environment. That said, each concept is different. What works for one restaurant may not work for another. We’re clear on what suits our brand best.

What does the future of Fortune Group look like?

Praveen: It’s not that my time is over, but I truly believe this is the era of the next generation. I’ve laid the foundation, and now it’s time for Prachi and her team to take it further. I’ll always be there to guide them, but I’m excited to watch them grow, innovate, and take Fortune Group into the future.

Prachi: People often ask me about expansion, and while there’s so much we could do, my current focus is on strengthening what we already have. Making our brands more consistent, visible, and authentic to the communities we serve. I want Fortune Group to be known as a proudly homegrown name in Dubai, with concepts that are immersive, well-designed, and built on cultural pride. I’m exploring collaborations, digital storytelling, and meaningful growth—measured and impactful. There’s a lot to do, and I’m just getting started.