Alan Di Leo, General Manager, DUA Miami

Invest: spoke with Alan Di Leo, general manager of DUA Miami, about the hotel’s positioning in Brickell, evolving guest expectations, and the role of community in hospitality. Di Leo said DUA is focused on creating personalized experiences while strengthening its connection to the neighborhood. “The one thing that’s always consistent is the people,” Di Leo said.

What can you tell us about DUA Miami and the past year?
DUA Miami is an Autograph Collection lifestyle boutique hotel in Brickell. The building was formerly SLS Brickell before ownership transitioned it into a Marriott Autograph Collection property.

A lifestyle hotel is a good fit for Brickell’s financial district. There are great hotels here, such as the JW Marriott, Four Seasons, and East, but positioning ourselves as a lifestyle hotel helps define who we are. Our goal is to create experiences and bring the community together in one hub.

How are you seeing Brickell evolve as a destination?
I have been in Brickell on and off for about six or seven years, and it has become a destination of its own. People are no longer only looking at South Beach or Miami Beach. They want to stay in Brickell because of the restaurants, proximity to the water and beaches, and all the different activations taking place. That creates a great opportunity for a lifestyle hotel.

What trends are having the biggest impact on luxury hotels today?
Personalization is the biggest one. Having worked for brands like Four Seasons, I have learned that guests are looking for genuine connections.

You have a short opportunity to build a relationship with every guest. If they have a positive interaction with someone on the team, they will come back to that person for recommendations and conversation. That authentic connection is what luxury hospitality means to me.

How is DUA partnering with local restaurants and businesses?
We partner with local restaurants for collaboration dinners. We host them at our hotel and then visit their restaurants, giving guests the best of both experiences.

We also look for local vendors whose products we can feature, whether through the minibar, pool activations, lobby events, coffee, tea, or locally made cookies. We want to showcase local businesses whenever possible.

What can you share about the Tres Monos collaboration?
This is their first collaboration with a hotel. They have worked with restaurants in cities like New York and Los Angeles, and they are ranked among the best bars in the world.

We are excited to have them here as a World Cup pop-up. There is a strong Argentine community in Miami, so it is a great opportunity to support them while creating a unique experience for our guests.

How does Miami’s diversity influence the experiences you provide?
Miami is a melting pot. You are constantly learning about different cultures and what people enjoy.

Working with groups like Tres Monos allows us to understand their culture and create something unique that guests can experience. There are so many cultures represented here that there is always an opportunity to learn and create new experiences.

How are digital tools and guest data helping improve the guest experience?
Being part of Marriott gives us access to Bonvoy guest profiles. We can see guests’ preferences and personalize their stay based on what they enjoy.

Technology also helps through tools like Kipsu, which allows guests to text us throughout their stay instead of calling. They can ask for extra towels, restaurant recommendations, or other requests quickly and easily.

Social media is another important tool. Miami has a large influencer community, and while measuring return on investment can be challenging, it is valuable for building awareness when used strategically.

How do you differentiate DUA in a competitive hospitality market?
You are always adapting to new trends, but the one thing that’s always consistent is the people. Technology changes and restaurants come and go, but people are what make a hotel memorable.

Social media may introduce someone to a destination, but once guests arrive, our associates provide authentic recommendations and genuine local knowledge. That personal connection is what people remember.

How is DUA building and sustaining a strong team culture?
It starts with leadership. I do not sit in my office. I sit in the restaurant because I want to be accessible and approachable.

Empowerment is also important. Our associates need the confidence to go above and beyond for guests and for one another. Along with that, we focus on giving people the tools and resources they need to succeed.

What qualities do you look for in hospitality talent?
I always say you hire for belief systems. If someone naturally greets people, smiles, is polite, and approachable, those are qualities you cannot easily teach.

I can teach someone how to check in a guest or serve in a restaurant. What is much harder to teach is warmth and genuine hospitality. Those values are the foundation of success.

How is Brickell’s growth shaping DUA’s strategy over the next few years?
People increasingly recognize the value of Brickell. When I first came here, everyone wanted to stay in South Beach. Now, many people specifically want Brickell.

The neighborhood continues to evolve with new restaurants, developments, and experiences. Projects like the Cipriani development next door will bring new visitors and continue elevating the area.

How do you balance business and leisure travelers?
Because we understand guest profiles, we can personalize experiences regardless of why someone is visiting.

A business traveler might return from meetings to find a favorite cocktail waiting in the room or enjoy an activation in the restaurant. We have also customized stays with record players based on guests’ music preferences or simple amenities like a guest’s favorite Biscoff cookies.

Those small, thoughtful moments make a lasting impression whether someone is traveling for business or leisure.

What are DUA’s top priorities for the next three to five years?
The first priority is awareness. When I arrived, many people did not know what DUA was. Building awareness while staying true to our pillars of wellness, community, and activations is essential.

We also want to create more opportunities for locals to gather through events like happy hours, brunches, and even dog-friendly brunches. If you establish yourself within the community, you build long-term culture rather than simply becoming another hotel.

Is there anything else you would like to add?
Our renovation is beginning in two weeks, and by the end of September, we will have a completely refreshed product. I would love to invite you to experience the relaunch of DUA and see what we are building.