Steering An Island Icon
by: BTM - Wed, 10 Dec 2025
With fresh eyes and two decades of global hotel experience, new Sheraton Hotel Bahrain General Manager, Jurrien Bongers, discusses settling into the Kingdom and steering an iconic property forward.
When Mr. Bongers stepped into the role earlier this year, he brought with him a clear sense of how to balance heritage with modernity. Having operated hotels across several continents, he sees the Manama landmark as the natural next chapter in a career built on cross-cultural leadership and complex openings.
“I’ve spent 20 years operating hotels across Europe, Asia, China, the Middle East and Africa,” he reveals. “Working in these very different markets has given me strong cross-cultural leadership skills and the ability to adapt quickly. A key part of my experience is opening four hotels, and leading a property from pre-opening through ramp-up is completely different from running an established hotel. Those openings really shaped how I lead today and prepared me well to take on a hotel like the Sheraton Hotel Bahrain.”
Shaped by food and beverage
Like many hoteliers, his foundations were laid in food and beverage, where demanding operations and fast-paced service forged both discipline and creativity. Mr. Bongers is quick to credit the people who guided him in those formative years: “Over the last two decades, I’ve been fortunate to have several mentors who shaped me as an operator, a leader and a person. Early in my career, especially when I was coming up through food and beverage, my F&B directors and area operations leaders had the biggest impact. They sparked my passion for F&B, gave me a strong foundation in operations and kept me inspired during the first 10 years of my career. Their guidance played a major role in the leader I’ve become today.”
Settling into Bahrain
Now a few months into life in the Kingdom, Mr. Bongers says the transition has been as warm as the climate. He has been particularly struck by the openness of the community and the willingness of people to share their stories.
“I really enjoy life here in the Kingdom of Bahrain,” he explains. “People are incredibly friendly and welcoming and they make it easy for newcomers to feel at home. Both locals and expats I’ve met are eager to show me the hidden gems such as small coffee houses and tea shops, whilst they share stories about Bahrain’s history. It’s been a great experience so far and I’m genuinely enjoying living here.”
That sense of welcome has informed his approach in the hotel during his crucial first 90 days. Rather than rushing to make visible changes, he focused on listening, understanding and aligning the team behind a shared vision.
“My priority was to really understand the hotel, our guests and the overall market landscape,” he explains. “Together with the team, we focused on identifying the key priorities and the right direction forward. With such a beautifully renovated property, the task is straightforward: position it correctly in the market and get everyone aligned, excited and passionate about the journey ahead. That, to me, is the most important foundation.”
Honouring a legacy
Sheraton Hotel Bahrain is one of the Kingdom’s most recognisable hospitality names, associated with milestone celebrations, long-standing corporate relationships and a loyal local following. Mr. Bongers is fully aware of the responsibility that comes with such a legacy.
“Honouring our legacy while embracing change is a delicate balance,” he reveals. “I believe in honouring our traditions by integrating them into our service ethos while also innovating to meet modern guest expectations. We aim to blend classic hospitality values with contemporary offerings, ensuring that each guest feels connected to the history of the hotel while enjoying a fresh and innovative experience.”
The hotel’s recent renovation gives that philosophy a tangible canvas. For Mr. Bongers, the redesigned spaces should do more than look impressive; they must set the tone for how guests feel from the moment they arrive.
“I want them to feel a sense of warmth and comfort,” he asserts. “The design reflects both contemporary elegance and the rich culture of Bahrain, creating a welcoming atmosphere. Our team is trained to provide personalised service that makes each guest feel valued and at home, ensuring their experience is not just about luxury but also about genuine hospitality.”
Standing out in a competitive market
With Bahrain’s hospitality sector seeing increased investment and new entrants, differentiation is essential. Mr. Bongers believes that in a crowded marketplace, consistency of service and meaningful local connections will keep Sheraton Hotel Bahrain front of mind.
“To remain distinctive, we will focus on delivering exceptional guest experiences rooted in our strong service culture,” he says. “We’ll continually engage with our guests to understand their needs and preferences, allowing us to tailor our offerings. Additionally, we plan to collaborate with local businesses to create unique packages that highlight the best of Bahrain, setting us apart in the competitive landscape.”
Looking ahead, his focus is firmly on momentum, both for his team and for the property’s place in the community.
“I’m genuinely excited about the future of Sheraton Hotel Bahrain,” he asserts confidently. “Our dedicated team is passionate about hospitality and we’re committed to making a positive impact in our guests’ lives. I invite everyone to come experience the new offerings and the warm, welcoming environment that we’re creating. Remember, Sheraton is known as the world’s gathering place and we strive to embody that spirit by fostering connections and memorable experiences. Together, we will carry forward the Sheraton legacy while embracing the future.”
