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Hospitality Management Consultant In Malaysia

Founded in September 2010 by hospitality industry veterans that have served decades in major global and regional hotel brand chains and played a formative role in the creation of new local hotel brands competing with the best in the market.


The key partners decided then to venture forth on their own to create Lumira, a boutique Malaysian based firm, that aims to create new and memorable hotels for itself and its clients.


As a leading hospitality management consultant in Malaysia, the firm focuses wholly in the area of hospitality – providing services in consultancy, advisory, development advice, marketing, financial and management expertise & services.


In this short space of time, we are involved in multiple developments in various capacities from research, conceptualization, technical, audit and management from as far away as Oman in the Middle East, Reunion Island in the Indian Ocean and 4 more hotels closer to home in Malaysia.


Our aim has always been to create memorable experience for our guests and value for our clients through real world application of years of experience in the hospitality field. Coupled with our firm’s DNA for continuous emphasis on innovation to drive excellence in hospitality service and investment returns.

Our Team

Datuk Ikbal Abouelkacem Abbasi


Datuk Ikbal is a well known businessman in the middle east region and holds directorships in several companies. He is heavily involved in the oil and gas industry and is a key strategic advisor for national oil & gas companies in the middle east. Datuk Ikbal is also a special advisor to the sovereign wealth funds of the middle east.

He is currently pursing his personal business interest in the middle east region and aboard. His experience in strategy, negotiation, business modelling and risk assessment in real estate, oil and gas, renewable energy, hotels and other key industries provide Lumira Hotels & Resorts International an enormous wealth of experience, advice and guidance.

Javed Abdullah @ Jude Allen

Managing Partner

Javed Abdullah @ Jude Allen’s (“Jude”) career spans more than 36 years, and he is highly regarded in the region’s hotel industry. His career in the hotel industry started with a humble beginning as a night auditor with Kuala Lumpur Hilton back in 1978. He was exposed to the various facets of the hotel operations from Food & Beverage to Computerization.


In 1986, Jude won a scholarship to pursue a degree in Industrial Engineering at Texas Tech University, Lubbock, Texas. During his sojourn at Texas Tech, he wrote a technical paper entitled “Quality Control in the Hotel: The Housekeeping Department” which won him first place at Texas Tech. He later continued his education and attained a Masters in Business Administration (Finance).


He made the Dean’s list in 1987 and was nominated for the National dean’s list by the Dean of Engineering. While at Hilton, Jude designed the Room Marketing Sensitivity Program Hilton Hotels and developed the initial Food and Beverage Cost Control Computer Programs for Hilton International.


Jude went on to serve Hilton International as a specialist in many different areas within the hotel. His unique skills encompass many aspects of the hotel industry, comprehensively making him one of the most sought after hotelier within the industry. During his time with Hilton International, he was assigned various challenging projects in several Hilton hotels world-wide.


He resigned from Hilton International in 1989 and left the hotel industry for a brief period. In 1992, he was head hunted by Radisson Asia Pacific to become their Director of Operations. In 1994, he was elevated to Chief Executive Officer of Radisson Hotels in Malaysia.


In recognition of his vast experience and skills in the hotel industry, Jude was appointed Regional Director for Development and not long after was invited to the board as Executive Director of Radisson Hotels Pte Ltd, in Sydney, the organization that was responsible for Malaysia, Indonesia, Australia, New Zealand, Singapore and Vietnam. Jude’s skills envelop operations, finance, and development and he was instrumental in the proliferation of the Radisson brand in Malaysia and regionally.


Following his stint with Radisson International, Jude then joined a local hotel company, Signforce Hospitality as its Chief Executive officer. He initially took over the loss making Radisson Tanjung Rhu at Langkawi and turned the resort around to become one of the most successful resorts in Malaysia. Jude developed Tanjung Rhu Resort to be a well-known brand worldwide through selective channel association and presentation of the product. He also introduced and developed one of the most exclusive Spas in Malaysia at Tanjung Rhu Resort called the JivaRhu Spa.


Signforce was then appointed by the owners of the then Travel lodge in Kuala Lumpur to improve the hotels performance. Jude re-positioned the hotel and improved the average room rate, occupancy and yield for the hotel in less than 18 months.


His vast experience in pre-opening, organizing marketing and sales, evaluation of computerized systems, feasibility studies, hotel planning exercises, management audits, development of control systems, negotiation with property owners, and other areas within the hotel industry make him an invaluable asset.


In 2010 Jude founded Lumira Hotels and Resorts International Sdn Bhd and Pacific Challenge Limited together with his talented partners. Lumira Hotels & Resorts International has been appointed for 5 green-field hotel developments in Malaysia and overseas.


He has also been a guest speaker at the Asian Food and Beverage Manager’s Meeting for Hilton International, Hilton International Operations Analyst Seminar and a Real Estate Seminar on Hotel opportunities in Malaysia. During the course of his career in the hotel industry, Jude has developed and conducted training programs and courses on various aspects on the hotel operations, namely, Marketing, Food and Beverage Systems, Operations Research in Hotels, Yield Management Techniques, Behavioural Models in Service Training, Blueprinting Service Delivery Systems, Hotel Development and Finance to senior executives and to operating staff at hotels and resorts. His programs draws elements from the 5th discipline by Peter Senge, and adult learning techniques to ensure participants are involved in the learning process.


Jude is a renowned hotelier in Malaysia and is associated with many Chief Executives in the Malaysian corporate scene. In 2000, he also served as a member on the Tourism Task force for Malaysia.

Iskandar Zakaria Melvin

Partner, Management & Operations

Melvin immersed himself in the hospitality industry at the age of seventeen beginning as a line staff in the food and beverage department and with perseverance and determination climbed up the working ladder to become a general manager which eventually led to his prominent role in the industry with nearly 3 decades of experience to his name. 


Amongst his many other qualifications he has completed the Advance Management Program at Cornell University of New York, and have also undergone several professional development trainings programs from The University of Hawaii, The Hilton International Training program in Australia, the training programs under Regent Hotels, and The Radisson U in Australia. The list of training also includes various seminars and cross-exposure training in places such as Hong Kong and Thailand.


Currently a partner with the newly established Lumira Hotels & Resorts International, his experience includes being involved in several pre-openings both locally and internationally. In the years of his working career some of the accolades attained notably include the Radisson’s prestigious Presidents Award in 1996 and 1997, and during his term as general manager of Tanjung Rhu Resort Langkawi the TravelAsia award for the best of the best resorts in Langkawi and among his achievements was the ISO9002 certification for Tanjung Rhu Langkawi in a mere 8 months after applying for certification and implementing the required standards. 


His leadership and prominence in the hospitality realm are highlighted by his previous role as president of the Langkawi Tourism Association for four consecutive years and was appointed a member to the Minimum Wage Council for Hospitality with the government representing the Malaysian Association of Hotels.


The road of his work experience saw him making his way from hotels such as Hilton, Regent, Radisson, Tanjung Rhu Resort, Hotel Maya, to management companies such as Signforce Hospitality International and lastly Lumira Hotels & Resorts International Sdn Bhd.


From this deep well of experience and knowledge, his strengths are portrayed in his ability to set standards, deal and speak on matters such as human resource, public relations, finance and operations. Having worked with International Brands indicates an apt understanding of not only working on an international scale but taking into consideration different cultural work ethics and modes of performance. Ultimately it is not only his experience of being able to set these standards but carry them through that makes him a valued professional in the hospitality industry and in the working environment of our modern society.

Razif Shah

Partner, Finance & Economics

Razif Shah is trained as an economist having done his first Bachelor’s degree in Economics at the prestigious London School of Economics and Political Science in the United Kingdom graduating with honours in 1998. He later returned to the United Kingdom in late 2000 to pursue his Master’s degree in Business Administration at the well-respected University of Nottingham Business School.


His initial working years post university were related to the media industry where he was involved in a start-up to set up and develop what is now known as TV9 television station which, through a later acquisition, is part of the major Malaysian media conglomerate, Media Prima Berhad. It was in this position that he was first exposed and then sharpened his skills in business development, finance and fund raising process.


In 2002, post his Master’s degree, Razif entered the public sector as a Policy Analyst with the government regulatory body, Malaysian Communication & Multimedia Commission (MCMC). His areas of responsibility were media, content and industry development and served 2 ½ years in the Industry Development Division within the organisation. He gained invaluable experience especially in managing the diverse stakeholder and public policy discussions related to media and communications.


Razif’s knowledge area and expertise has been in research, market feasibility, business assessment, industry and business benchmarking, financial modelling and corporate finance. He had honed these skills further by serving different roles and senior positions:


In early 2004 he served as Manager for Corporate Planning at the Selangor State investment holding company, Kumpulan Darul Ehsan Berhad (KDEB), which held numerous strategic state investments into water treatment and distribution, property development, educational services and information technology;

  • In mid-2006, he left KDEB to join as an Associate at the boutique advisory, strategy & consultancy company, Binafikir Sdn Bhd that is now part of Maybank Investment Bank after the investment bank acquired it;

  • In mid-2008, he joined Signforce Sdn Bhd, a hospitality advisory and management company, as Head of Corporate Planning; leaving Signforce in 2010 as Chief Operating Officer – Corporate Planning.

  • End of 2010, he joined as Partner at the boutique hotel advisory, consultancy & management company, Lumira Hotels & Resorts International Sdn Bhd (Lumira).

  • Razif also serves as Director at the parent company for Lumira, Pacific Challenge Limited and is the vehicle for the provision of strategic advisory and consulting in the areas of strategy, mergers & acquisition and business funding for a cross section of industries.


In the last 7 years in the hospitality industry, Razif had the opportunity to be involved in a number of interesting projects and clients:

  • The strategy and modelling for the upgrade and refurbishment of the 5 Star Tanjung Rhu Resort, Langkawi

  • The strategy development and feasibility assessment for a 5 Star desert resort oasis in Salwa, Doha, Qatar.

  • The tourism policy section and hospitality master plan for the East Coast Economic Region Development Council, Malaysia.

  • The project feasibility study for Qatar’s sovereign fund, Qatari Diar in respect to their joint venture with KLCC Property on a lot around KLCC

  • Hotel feasibility assessment for Qatari Diar’s proposed hotel investment in Chendering, Terengganu

  • The proposed business transformation exercise for Felda Residences and Felda Travel, the hospitality investment arm of Felda.

Sergius Flavian

Associate Partner, Finance & Marketing

Sergius Flavian has over 28 years experience in the areas of accounting, finance, audit and internal controls.

He has extensive background in the entertainment and hospitality industry which he further honed his expertise in the area of Marketing and Sales as well as Business Development.


Prior, he was the Chief Operating Office for Sales and Finance at Signforce Hospitality. Earlier on at Signforce, he also handled the European market for the company covering Sales and Marketing for the Tanjung Rhu Resort from its United Kingdom base. His years there also expended his contact and networks in cross section of industries and businesses.


Previous to that, he was the primary person handling finance, sales and marketing and business development for a regional entertainment company; and instrumental in growing the business into a multi-million concern.

Currently, Sergius has a number of business interests focusing on his core  expertise. He lends Lumira Hotels & Resort International his extensive business network, banking relationships and advises the company and our clients in terms strategy, business, finance, and sales.


A fellow of the Chartered Institute of Marketing and a certified accountant; Sergius is an integral asset to the company.

Asrul Sari

Associate Partner, Technical Services

Asrul Sari Ridzwan graduated from Universiti Teknologi Malaysia (UTM) with a Diploma in Architecture in 1999. He started his initial career as an officer in Golden Hope Development, Architectural Assistance at ITAAC Architect and as a Junior Designer at CAAS Design before he finally found his ideal position as an Architectural Assistant at ZD_R Sdn Bhd. Serving the firm for 3 years between 2000 and 2003; Asrul was involved in a number of developments e.g. The Zouk Club/ Velvet Underground, the Habib Residence in The Mines, Perbadanan Putrajaya Complex & the Putrajaya Diplomatic Enclave (now Natural History Museum) in Putrajaya.


Asrul then progressed the next 5 years as a Senior Designer at Unit One Design Sdn Bhd. Here he was involved in a multitude of areas, i.e. Interior designing & fit out works e.g. 2 Hampshire on Persiaran Hampshire, Troika Show Unit, Capital Square show units, Andrew Residence Ampang Hilir, Yong Residence, Park House Singapore & The Maple Residence Common Lobby. In F&B & commercial works, Asrul was involved among others in the design of Alexis at BSC, Gudang Studio, The Gardens Midvalley; and in Architectural works he was in the Kids Villa, Maharani Residence, Leisure Farm and Yong Residence, Duta House, Kuala Lumpur.


Asrul’s background and experience was a perfect fit into hospitality designing and the opportunity was then opened to him when he joined Signforce Hospitality as Technical Manager. For the next 2 ½ years, he was involved intimately in the design and development of a number of the firm’s projects e.g. the Salwa Resort, Qatar & Westbay Business Hotel, Doha, Qatar; and closer to home; the Tanjung Rhu Resort Refurbishment plan, Langkawi, Proposed Merang Resort, Terengganu, Proposed Business Class hotel for PNB, Kuala Lumpur & Proposed Folio Resort & Spa, Bagan Lalang.


In 2010, the senior management of Signforce decided to set up a new hospitality outfit, Lumira Hotels & Resorts International and Asrul took the opportunity accorded to join the firm. He initially served as Technical Manager, rising swiftly to Technical Director, being his current position and is the primary person in the designing, planning and coordination for all of Lumira’s hospitality projects and directly reporting to the Managing Partner.


Asrul has an excellent knowledge of efficient hotel design flows, hotel design standards and the preparation of the necessary hotel technical briefs. A natural visualiser, Asrul is able to conceptualise a hotel design intent to prospective clients and draw upon their ideas to create something unique.

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