Managing Director at priohub
Alaa has over 14 years of experience in the tourism and aviation industry, and is also an entrepreneur who has developed start-ups across multiple sectors. She has an MBA (Hons) from University of Strathclyde in Scotland with a focus on Strategic Business Planning.
Alaa kicked off her career with Hewlett-Packard before she joined Emirates Airline in 2005. During her career with the Emirates Group she worked across multiple departments; Commercial, Marketing and Operations, and she led a number of strategic and cross-functional programmes including Dubai World Central Airport design programme to plan and design the future airport and concept of operation for the Group.
In 2018, she took on the role of Head of New Ventures ME&I in dnata Travel. The task was to set up a team that would test, develop and implement new business ideas and opportunities. Since then, she has launched 2 new brands under the dnata Travel group: Rehlaty (an outbound tour operator) and priohub (a B2B attractions market place) which she now serves as the Managing Director of this business.
Alaa is also the co-founder of an e-commerce retail business and a company that specializes in home automation solutions and software development.