All the information disclosed in the magazine was provided by the parties concerned by each publication and checked to the highest possible extent by the editors. However, the magazine cannot ensure accuracy at all times of all information published and therefore could in no case be held responsible should any information reveal to be false or insufficient.
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Hospitality News ME is distributed to trade professionals in the catering and lodging industry in the Middle East.
Successful hospitality establishments recognize the importance of satisfying customers by delivering an excellent service. They are aware that customer service is a multifaceted concept which, if delivered well, can boost customer satisfaction and, over time, generate customer loyalty. In the same way, satisfied employees can also contribute significantly to the long-term success of a hospitality establishment.
HN issue 88, July 2013
Nouhad Dammous (May 2019)
Late editor-in-chief
Docteur Honoris Causa
JORDANIAN CUISINE: CLAIMING ITS RIGHTFUL PLACE ON THE GLOBAL STAGE
Ali Ghazwi, Jordanian patron chef of Alee restaurant and former winner of MBC Arabia's Top Chef (2019), explains how a new generation of culinary innovators are ensuring that the country’s cuisine finally receives the recognition it deserves.
Putting Jordan on the global culinary map has much more to do with cultural reclamation than trend-following. This concerted effort presents Jordanian food as a living narrative of identity, memory and evolution. Alee, in Amman, epitomizes this philosophy by telling stories of migration, diversity and resilience. Importantly, it also challenges perceptions of Jordanian cuisine.
A new era of culinary creativity for Jordan
Our food has long been underrepresented globally despite its rich flavors and history. Today it is finally receiving the attention it deserves, thanks to a new generation of chefs, farmers, producers and creatives. Significantly, these pioneers aren’t asking for permission to put our cuisine on a world platform. Instead, they are doing so by pushing boundaries in new ways. From culinary education to reimagined restaurant models, their aim is to showcase the depth of our cuisine beyond the usual clichés. Today’s chefs are creating spaces where creativity and heritage coexist through ambitious, future-forward cultural expressions rather than nostalgia-driven replicas.
Building on firm foundations
Tradition provides the foundations for culinary efforts. At Alee, ingredients like zaatar, sumac, bulgur, shatta and marjoram become emotional touchpoints rather than mere flavor profiles. The goal is to reinterpret the essence already there instead of replicating dishes. By anchoring innovation in memory, chefs offer the next generation meaningful connections. Heritage stays alive through reinvention rather than preservation. Dishes your grandmother made can look and taste contemporary while still carrying historical weight.
Creating a lasting legacy
Placing 13th in the 50 Best Restaurants meant more than personal milestones because it helped to put Jordan on the global culinary radar. However, the real legacy lies in mentoring young chefs, documenting disappearing dishes and launching scalable concepts that thrive beyond borders.
Chef Ali Ghzawi
HORECA NETWORK
8 HORECA Oman showcases the sultanate’s thriving hospitality industry
10 HORECA Jordan poised for its landmark 10th edition
WHERE TO BE SEEN
14 Salon du Chocolat et de la Pâtisserie Dubai to host largest edition yet
14 Host 2025 to spotlight hospitality technology and trends
14 Future Hospitality Summit World announces first 50 speakers
14 Gulfood Manufacturing 2025 to unveil the latest industry megatrends
15 Global Restaurant Investment Forum to mark 10-year anniversary
15 Calendar
16 Cédric Gobilliard on Mama Shelter’s multigenerational path to success
18 How to unlock F&B growth through smart data strategies INFLUENCERS
20 Scaling with success: 10 hoteliers on regional expansion and leading by example
Special report: NEW PROJECTS
34 Midscale momentum: why investors are betting on the middle ground
36 Hotel growth: framing the funding forces of the future
38 9 ways that AI can help hotel investors make smarter decisions
40 Original and out-of-the-box: how creative hotel brands are revolutionizing high-end stays
46 How sustainability became strategy for MENA hotel developers
48 Building MENA’s future: 40 hotel projects to watch
• Special report Education, training and continuous learning
• Influencers Nightlife
• Equipment Packaging
• Food Healthy food
• Beverage Lebanese wines
SDC Dubai
HORECA Oman
54 Saudi Arabia: a transformative journey, step by step
56 Closer to home: domestic tourism has its day
58 Making waves: how beach clubs are redefining luxury leisure
60 A classic comeback: inside British cuisine’s renaissance
62 10 digital trends revolutionizing hospitality
64 Functional food: the new ingredient for F&B success
66 How to grow your hotel’s Google visibility through ai-powered voice seo
SOLUTIONS
68 4 ways that restaurateurs can wow and win over customers
69 Why restaurants must go digital-first
Efficiency vs. emotion: why restaurant labor is at a crossroads
71 6 sustainable travel trends on luxury travel lovers' checklists right now
PRODUCT ZONE
Smaller, smarter and scalable: the equipment revolutionizing
76 6 experts on why artisanal chocolate is hitting the
Gold snicker
80 3 tea experts on why the matcha movement is here to stay
NESTLÉ BRINGS STARBUCKS® COFFEE EXPERIENCE TO FIVE-STAR HOTELS IN MENA
The We Proudly Serve Starbucks® Coffee Programme, exclusively offered and distributed by Nestlé Professional across MENA, is enabling the region’s five-star hotels to meet the evolving needs of consumers and gain a competitive edge in the market. Serving Starbucks® coffee under a unique hotel brand identity.
This premium coffee solution enables hotels to bring the iconic Starbucks® beverage experience in-house, all under their own café identity. Consequently, hotels enrich the overall guest journey and increase brand equity, satisfaction scores and footfall. Most importantly, it delivers a trusted and globally loved experience that today’s guests already recognize and appreciate.
Full Starbucks® menu crafted to hotel guest expectations
By integrating the We Proudly Serve Starbucks® solution, hotels can offer a familiar, high-quality coffee experience within their property. Whether in the lobby café, breakfast buffet or executive lounge, the presence of Starbucks® reinforces the message that quality and care matter. Guests can enjoy cappuccino, flat white, Americano, white chocolate mocha and Frappuccino® blended beverages, made to high standards using Arabica beans. The menu includes both dark and blonde roast options, giving guests the flexibility to enjoy their preferred flavor profile. The beverage selection stays relevant with seasonal drinks like the toffee nut latte. These periodic updates create excitement and repeat engagement among guests, helping hotels deliver a premium, everevolving coffee experience.
End-to-end coffee support for hotels
This is more than just coffee, it’s a fully supported solution. Thus, hotels receive branded equipment, ingredients, service support, barista training and marketing assets, all structured to ensure operational ease and quality. Furthermore, staff are trained to deliver Starbucks® beverages with precision and care. Moreover, ongoing coaching and technical support ensure consistency and empower hotels to confidently run their coffee stations. By adding Starbucks® to their service mix, hotels elevate their perceived value. Guests associate the brand with quality and familiarity: two key drivers of satisfaction and loyalty.
Differentiating in a competitive market
In countries like the UAE, Saudi Arabia and Lebanon where the hotel market is saturated, this solution offers clear differentiation. Moreover, guests are more likely to choose and return to hotels that offer experiences they already love. The program is successfully implemented by leading properties in the MENA region. Furthermore, hotels using this solution report increased guest satisfaction and better reviews, reinforcing their reputation and competitive position. Digital nomads
and younger guests value elevated coffee options as part of their stay. Furthermore, a premium cup of Starbucks® in the lobby or co-working space contributes to lasting impressions and brand preference. Starbucks® promotes ethical sourcing and environmental care. Moreover, these values are mirrored in every aspect of this program, aligning with the sustainability goals of forward-thinking hospitality brands.
Easy onboarding with a recognized coffee leader: Starbucks®
The onboarding process is seamless, from layout planning to product launch. Nestlé Professional ensures that every touchpoint is branded, functional and aligned with high hospitality standards. This is more than a coffee corner, it’s an extension of the brand promise. Moreover, guests leave with memories tied to comfort, quality and familiar flavors they trust. For hotels seeking to enhance guest satisfaction and raise service standards, this program offers a trusted and efficient solution. With We Proudly Serve Starbucks®, hotels are able to create moments that matter.
nestleprofessionalmena.com
HORECA OMAN
SHOWCASES THE SULTANATE’S THRIVING HOSPITALITY INDUSTRY
Reaffirming its position as the leading annual business meeting place for the hospitality and foodservice industries in Oman, the fourth edition of HORECA Oman wrapped up at the Oman Convention and Exhibition Centre on May 29, 2025, after three successful days.
Co-organized by Hospitality Services and Al Nimr Expo, the event brought together decision makers, operators, suppliers and service providers from across Oman and the broader region, offering an exceptional platform for connection, discovery and professional growth.
Spanning more than 5,500 square meters, the exhibition hosted over 200 exhibitors and welcomed 8,000 professional visitors. Attendees engaged in strategic dialog, explored emerging market trends and discovered the latest innovations transforming the industry.
The Hospitality Salon Culinaire, Junior Chef Competition, Barista and Latte Art Competitions, Mocktail Competition and Bed Making Competition celebrated both seasoned professionals and emerging talents.
Joumana Dammous-Salamé, managing director of Hospitality Services, commented on the event’s success: "This edition demonstrated that Oman is rapidly establishing itself as a center for hospitality excellence. We are proud to be part of this journey and already look forward to a stronger edition next year."
“HORECA Oman 2025 showcased the dynamism and resilience of the Sultanate’s hospitality and foodservice sectors. We are proud to see the event grow into a catalyst for innovation and collaboration, bringing together industry leaders, talents and visionaries under one roof. This year’s success reflects our collective commitment to shaping the future of hospitality in Oman and beyond,” said Maha El Khoury, projects and sales director at Hospitality Services.
The fifth edition of HORECA Oman is being held from September 14-16, 2026.
horecaoman.com
HORECA JORDAN POISED FOR ITS LANDMARK 10TH EDITION
HORECA Jordan, the premier annual gathering for the hospitality and foodservice industries in the Hashemite kingdom, will celebrate its 10th anniversary from September 16-18, 2025.
Spanning over 10,000 square meters of Mecca Mall at Jordan International Exhibition Center in Amman, this landmark edition is set to host more than 180 exhibitors and 400 international brands, from cutting-edge kitchen and catering equipment to modern furniture, linens and tableware, alongside a full spectrum of food and beverage offerings, including fresh meat, seafood, bakery products and coffee variants. Exhibitors from Jordan are joined by participants from Palestine, Iraq, the UAE, Saudi Arabia, Lebanon and Egypt, as well as several international pavilions, ensuring that attendees have access to the latest products and technologies.
Throughout the three-day event, thematic workshops and curated networking sessions will connect hoteliers, chefs and suppliers. Indeed, the program features HORECA Talks, where industry experts will explore emerging trends and market dynamics. Meanwhile, the Vegan, Gluten-Free & Organic Food Festival will return for its third year, showcasing the latest plant-based and health-conscious innovations.
In parallel, more than 230 participants will showcase their skills in over 20 categories at the Hospitality Salon Culinaire, Al Ameed Barista Competition, Bed Making Competition and Art of Service Competition.
Joumana Dammous-Salamé, managing director of Hospitality Services, the company behind the HORECA Network, stated: “We are approaching a major milestone for HORECA Jordan. Our 10th edition will serve as proof that innovation and collaboration continue to thrive in Jordan’s hospitality sector. This year, we will unveil fresh formats, expanded festival experiences and enhanced networking platforms to inspire every attendee and exhibitor.”
Thuraya Husseini, chairperson and CEO for Lawrence & Husseini Consult, co-organizer of HORECA Jordan, stated: “HORECA has become a key destination for the industry, one where professionals can meet and network. The event also allows visitors and exhibitors to stay up to date with the latest trends and innovations in the hospitality sector and foodservice industry. Furthermore, it seeks to highlight the development of Jordan’s tourism sector, which is experiencing impressive growth.”
horeca-jordan.com
TV5MONDE, the package for your hotel guests
Every family member s show en français for free Arabic subtitles available
SALON DU CHOCOLAT ET DE LA PÂTISSERIE DUBAI
TO HOST LARGEST EDITION YET
Salon du Chocolat et de la Pâtisserie Dubai is launching its fourth edition from September 30 to October 2, 2025, at Madinat Jumeirah – Madinat Arena.
Gathering professional chocolatiers, pastry chefs, gelato artisans, coffee masters, home bakers, baristas, mixologists and dessert enthusiasts from around the region and beyond, the event has established itself as a must-attend celebration of gourmet craftsmanship.
Joumana Dammous-Salamé, managing director of Hospitality Services/HSME, the event organizer, commented: “Salon du Chocolat et de la Pâtisserie Dubai continues to attract chocolate, pastry, gelato and coffee lovers. This edition is our biggest so far, showcasing more exhibitors, more talent and more opportunities to connect with the artistry and innovation that shape the evolving trends in this sector.”
The much-anticipated show will kick off with the popular Chocolate Fashion Show. Under the theme 'A Sweet Journey Around the Globe,' 14 stunning gowns made of chocolate - the result of a collaboration between celebrated pastry chefs and fashion design students from ESMOD Dubai - are set to be unveiled and showcased on the runway.
Maha El-Khoury, project and sales director of Hospitality Services/HSME, said: “It gives us great pleasure to be back in Dubai for our fourth edition. The program is incredibly rich, with 50 guests, 28 masterclasses and a variety of competitions recognizing local talent.”
Indeed, for three action-packed days, visitors can attend live demonstrations at the Choco Demo, immersive sessions at the Pastry Show and a series of expert-led talks to reveal the latest trends and market opportunities in chocolate, pastry, gelato and coffee.
Among the many highlights is the Coffee in Good Spirits National Championship, organized in collaboration with the Specialty Coffee Association – UAE, which will celebrate the art of coffee and spirit pairing in an exciting live competition format.
Pastry competitions, organized in partnership with the Emirates Culinary Guild, will provide a valuable platform for chefs from leading hotels and pastry shops to compete in both live and display categories before a panel of distinguished judges, while world-renowned chefs will host masterclasses, offering audiences the chance to learn the secrets behind exquisite creations and cutting-edge techniques.
Salon du Chocolat et de la Pâtisserie Dubai is set to welcome over 7,000 professional visitors and 120 exhibitors, from artisan chocolatiers, confectioners, gelato makers and specialty coffee shops to date and honey producers, equipment and ingredient suppliers, as well as importers of chocolate, coffee and pastry goods. salonduchocolatdubai.com
How did the Sourdough Bakery and Café story begin?
Before launching Sourdough Bakery and Café, I spent several years working at the intersection of software engineering, consulting and hospitality. My passion for sourdough was born in San Francisco, where I first fell in love with the slow fermentation process and its potential to turn simple ingredients into something truly special. That fascination turned into an obsession, and eventually led to the launch of Sourdough - a bakery and coffee concept rooted in craftsmanship, fermentation and flavor.
What drew you specifically to sourdough as a product and concept?
To me, sourdough is a philosophy as much as it is a product. It embodies patience, simplicity and depth. There’s a kind of quiet magic in mixing flour, water and salt, letting time do its work. The end result is bread that’s not only healthier and easier to digest, but full of character and soul. I was drawn to it because it represents a return to fundamentals, and in an age of machinery and additives, I wanted to build something that respected tradition while pushing it forward.
To me, sourdough is a philosophy as much as it is a product. It embodies patience, simplicity and depth.
SOURDOUGH: THE SLOW-RISE PHENOMENON
Mohamad Kreidly, founder and CEO of Sourdough Bakery & Café, talks to HN about why lovers of baked goods are increasingly opting for authentic products, lovingly crafted with artisanal techniques and ingredient transparency.
What sets Sourdough Bakery and Café apart in a competitive market?
We don’t just bake bread, we ferment ideas. Sourdough Bakery and Café isn’t about jumping on a trend; it’s about elevating every element of the experience. From our naturally leavened loaves and hand-laminated croissants to the way we pair our bakes with specialty coffee and thoughtfully composed meals, everything is intentional. Some of our doughs ferment for up to 60 hours. We work with wild yeast. We use high-quality, organic ingredients when possible. And our spaces are designed to feel both soulful and modern. In short, we bridge the gap between artisanal technique and café culture.
Why do you think sourdough has become so popular?
I think people are craving authenticity. During the Covid-19 pandemic, many people discovered sourdough at home. It was therapeutic, tactile and rewarding. That experience ignited a deeper appreciation for what ‘real bread’ means. Beyond that, sourdough aligns with the shift toward wellness, slow food and ingredient transparency. And more and more people want to eat things that feel purposeful.
What has been the initial response from Sourdough Bakery and Café’s customers? Honestly, the response has been incredibly humbling. We’ve built a loyal following of like-minded people across all our locations, and it’s not uncommon to see regulars come in multiple times a week. Not just for the bread, but for the atmosphere, the coffee and the brunch. I think we’ve struck a balance between being elevated but approachable. Seeing people gather around our tables and hearing them talk about how our bread reminds them of childhood, of travel or how it just makes them feel good. That’s the greatest reward for all of us at the bakery.
Do you have any plans to expand?
Yes, growth is very much on the horizon. We will soon open a venue in Dbayeh at ABC Mall, combining a bakery counter with a gourmet café-style menu. We’ve also had interest from regional investors, so the GCC may well be part of the next chapter. But I think what I’m most excited about is the launch of our Sourdough Artisanal Baking Academy. Located at the Roumieh Manufactory, this is a new educational initiative dedicated to teaching people the craft of sourdough baking. It’s open to home bakers, culinary students and anyone who’s simply curious about bread and fermentation. The academy is about passing on the knowledge and joy of working with living dough. It’s our way of giving back to the community and keeping the sourdough culture alive and growing.
HOST 2025 TO SPOTLIGHT HOSPITALITY TECHNOLOGY AND TRENDS
Offering a comprehensive view of the latest industry trends, the five-day trade show will take place from October 17-21 at Fiera Milano, Rho District.
A popular calendar event for hospitality professionals, foodservice experts and food retail innovators, Host 2025 will feature 1,700 exhibitors from 54 countries. Participants will include major players from Germany, Spain, France, the US and the UK, among others. Additionally, over 700 hosted buyers from around 75 nations are expected to attend.
The 2025 edition will explore the rapid pace at which the world of hospitality is evolving, with a focus on how emerging technologies, innovation and changing consumer behaviors are shaping the industry. Overarching themes will include the impact of smart automation, AI-driven menus and a growing focus on sustainability.
FUTURE HOSPITALITY SUMMIT
WORLD
ANNOUNCES FIRST 50 SPEAKERS
The leading regional investment summit is scheduled for October 27-29 at Madinat Jumeirah, Dubai.
The first 50 speakers have been confirmed for the forthcoming edition of Future Hospitality Summit - FHS World.
The list features an impressive lineup of experts and personalities from diverse industries, including: Abdullah Al Moosa,
founder and chairman, A. A. Al Moosa Enterprises (ARENCO Group); Nick Candy, chief executive officer, Candy Capital; Thomas B. Meier, chief executive officer, Jumeirah; Hans Meyer, co-founder and managing director, Zoku; Shaikha Nasser Al Nowais, corporate vice president of owner relationship management, Rotana Hotel Management Corporation, secretarygeneral elect, UN Tourism; Stephen Sackur, former presenter, BBC HARDTalk; Stefano Saporetti, director, Brand Diversification, Aston Martin; Marc Socker, chief executive officer, Maybourne Hotel Group; Eleonora Srugo, licensed associate real estate broker and star of Netflix’s Selling the City; and Daniel Thorniley, economist and president, DT Global Business Consulting.
Artisan baking and barista showcase Artisan baking will be a key focus at Host 2025, with equipment suppliers showcasing the latest innovations, including new energy-efficient, digitally advanced, qualitycontrolled equipment and ideas to meet rising demand for healthier offerings.
Host 2025 will also host the International Coffee Exhibition (SIC) and industry highlight, the prestigious World Barista Championship.
Other attractions of the trade show will include live show-cooking, pizza-making workshops and expert panels. Meanwhile, the Smart Label – Host Innovation Award, now in its seventh edition, will once again recognize standout advancements.
fieraMilano.it
‘Where Vision Leads, Investment Follows’ FHS World is expected to attract more than 1,600 delegates, offering them a rich, actionpacked agenda addressing key industry opportunities, challenges and trends.
The 2026 edition of FHS World takes place on the theme ‘Where Vision Leads, Investment Follows.’ It will feature a diverse range of keynote speeches, panel discussions, presentations and round table debates. Attendees can also look forward to the return of popular attractions such as the Branded Residences Forum.
Commenting, Jonathan Worsley, chairman of The Bench, organizer of FHS World, said: “FHS World gets bigger, bolder and better every year, and we are proud to announce our first 50 speakers and rapidly evolving agenda at this early stage.”
futurehospitality.com
GULFOOD MANUFACTURING 2025 TO UNVEIL THE LATEST INDUSTRY MEGATRENDS
The theme for this year's event is ‘Powering the Future of Food Production.’
With a focus on innovation, Gulfood Manufacturing 2025 takes place from November 4-6 at the Dubai World Trade Centre.
A well-established industry gathering for food and beverage manufacturers, supply chain leaders and technological pioneers, Gulfood Manufacturing 2025 expects to welcome more than 2,500 exhibitors from 72 countries.
With its focus on innovation, this year’s edition is set to unveil the next era of food manufacturing solutions and trends that are poised to revolutionize tomorrow’s food production lines.
Hot topics will include new ingredients and the advanced technologies that are expected to help businesses reduce costs, grow and innovate. Importantly, visitors will be offered insights into the AI-driven
foodtech intelligence, sustainability-led design engineering, precision performance systems, next-generation ingredient science and financial agility, which today form the bedrock of industrial progress.
Food innovation to the fore
The FoodTech Summit is expected to be an event highlight, bringing together the world’s boldest minds in food innovation, from trailblazing experts to visionary policymakers. Attendees will have the opportunity to dive into the future of food in key areas like food engineering breakthroughs, metaversepowered factories, next-gen food safety, circular ecosystems, sustainability-linked finance and more.
gulfoodmanufacturing.com
GLOBAL RESTAURANT INVESTMENT FORUM TO MARK 10-YEAR ANNIVERSARY
The Global Restaurant Investment Forum (GRIF) will once again bring together the brightest minds and key players in the restaurant industry from around the world in Dubai.
This year’s event marks GRIF’s 10-year milestone as a leading forum dedicated to restaurant growth, performance and investment.
GRIF was designed to facilitate meaningful discussions, inspire innovation and drive growth in the restaurant sector. With an impressive line-up of industry experts, visionary entrepreneurs and leading investors, the 2025 forum will once again offer unparalleled insights into the latest trends, challenges and opportunities shaping the global restaurant landscape. An invaluable platform GRIF Dubai will include insight-packed briefings, study tours and networking receptions, setting the scene for important conversations and deal-makings.
Commenting, Emma Banks, VP - F&B Strategy & Development, Hilton Hotels & Resorts, said, “GRIF provides an invaluable platform for networking with industry colleagues, connecting with prominent investors and pioneering start-ups, and staying up to date with food and drink trends. I have personally welcomed the opportunity to share my own industry experiences and a highlight is always the immersive culinary programming in some of the most vibrant cities in the world.” grif.com
CALENDAR
SEPTEMBER 2025
8-11 Sep. AUSTRALIA
FINE FOOD AUSTRALIA
Diversified Communications Australia finefoodaustralia.com.au
15-17 Sep. DUBAI
ISM MIDDLE EAST
PRIVATE LABEL MIDDLE EAST
DWTC ism-me.com prime-expo.com
16-18 Sep. JORDAN HORECA JORDAN
Laurence & Husseini Consult & Expo Jordan horeca-jordan.com
30 Sep.-2 Oct. DUBAI SALON DU CHOCOLAT ET DE LA PATISSERIE DUBAI HSME salonduchocolatdubai.com
GRIF's milestone 2025 edition will take place from October 6-8 at the Dubai World Trade Centre.
CÉDRIC GOBILLIARD
ON MAMA SHELTER’S MULTIGENERATIONAL PATH TO SUCCESS
A proud industry disruptor, Mama Shelter has never been afraid to break conventions with its unique hospitality offerings. Bringing a family-led vision to life, the brand has become known for taking guests on bold, playful, welcoming ‘journeys within journeys.’ Having recently brought the concept to Dubai, Cédric Gobilliard, COO at Mama Shelter - Ennismore, lifts the lid on Mama’s plans to continue surprising guests and forging human connections.
How has Mama Shelter's multigenerational legacy shaped the brand’s identity today?
Mama Shelter was born from the Trigano family’s desire to disrupt the traditional hospitality model. It emerged through a vibrant dialog between generations - Serge Trigano brought vision and entrepreneurial drive, while his sons, Jérémie and Benjamin, infused the project with boldness and a modern creative edge.
This unique blend sparked the creation of a hotel brand that breaks conventions: playful, inclusive and profoundly human. From the outset, the goal wasn’t just to offer rooms, but to create living, breathing destinations where people feel free to be themselves. Importantly, that familial spirit remains at the heart of the brand today. It shapes every opening, every partnership and every surprising detail that makes our spaces unforgettable.
For us, a hotel is never just a place to sleep - it’s a place to live, to feel and to connect. Every space we create, whether it’s a rooftop, restaurant or atelier, is designed to spark connection as much as comfort.
What are the advantages and challenges of collaborating as a family?
According to Serge Trigano, working together as a family brings a deep sense of trust and authenticity. We’re united by shared values, which makes decisionmaking feel natural and intuitive. There’s also a strong emotional commitmentthis isn’t just about building a company, it’s about building a legacy.
Of course, it’s not always seamless. Different perspectives can lead to tension, but that creative friction often fuels our best ideas. The key lies in mutual respect and knowing when to step back and let another voice lead. That balance has been essential to our growth, allowing us to evolve without ever losing sight of our founding spirit.
You describe Mama Shelter as offering a 'journey within a journey.' Could you explain what that concept means for the brand?
For us, a hotel is never just a place to sleep – it’s a place to live, to feel and to connect. When guests step into a Mama Shelter, they enter a world that’s vibrant, unexpected and rich with personality. Every detail, from the design and music to the food and atmosphere, is thoughtfully curated to spark emotion and forge connection.
That’s what we mean by ‘a journey within a journey.’ Whether you’re traveling for work or pleasure, once you arrive at one of our properties, you're transported, immersed in our unique vision of hospitality: bold, playful and deeply welcoming. It’s an escape in the heart of the city, where the ordinary becomes extraordinary.
How have you set about establishing Mama Shelter as a brand that celebrates human connection?
For us, people have always come before products. Our in-house creative team, the Mama Design Studio, designs each hotel to reflect the unique rhythm of its neighborhood, embracing local culture while staying true to our bold, playful spirit. Every space we create, whether it’s a rooftop, restaurant or atelier, is designed to spark connection as much as comfort.
Have you found that this strategy translates effectively in the Middle East?
In Dubai, as in Paris or Lisbon, that sense of human connection is at the heart of everything we do. From DJ nights to iconic brunches and vibrant parties, we curate moments that bring locals and travelers together. This peoplefirst philosophy resonates deeply in the Middle East, where hospitality is woven into the cultural fabric. We’re not just offering rooms, we're building spaces that live, breathe and welcome everyone.
You recently launched in Dubai. Which other Middle Eastern countries feature in your expansion plans?
Dubai was our first step into the region, and it’s been an inspiring journey. We’re currently looking at several key cities where our energy can thrive. Each location must have the right mix: cultural vibrancy, openness to creativity and a growing appetite for lifestyle hospitality.
We’re selective because we want each Mama to feel unique and locally relevant, not just a cookie-cutter replica. The Middle East holds incredible opportunity, and we’re excited to be at the beginning of a meaningful journey.
Accor’s partnership has provided scale and structure. How do you balance that with maintaining Mama Shelter’s independent spirit?
When we joined forces with Accor, it was important for us to protect what makes us unique. We’ve kept our creative autonomy - our teams still lead design, branding and programming. Accor brings global reach and operational support.
Importantly, they’ve trusted us to stay flamboyant, playful and bold. That independence is non-negotiable. It’s how we keep surprising our guests and ourselves. Mama isn’t a formula - it’s a living concept. As long as we stay true to that, we can grow without losing our soul.
Looking ahead, how do you plan to evolve the Mama brand?
We want to keep pushing boundaries. New Mamas are coming - in Singapore, Zurich, Cape Town and Amsterdam. But it’s not just about expansion - we’re evolving the experience too. New F&B concepts and stronger cultural programming, for example. We’re also investing in sustainability and digital tools that enhance - not replace - human connection.
Our goal is to remain surprising and relevant - to be the brand that guests didn’t even know they needed, in every city we call home. Stay tuned for more updates, because Mama always has something cooking.
mamashelter
HOW TO UNLOCK F&B GROWTH THROUGH SMART DATA STRATEGIES
Given the competitive hospitality landscape, it should come as no surprise that food and beverage (F&B) operations are evolving from basic amenities into crucial sources of growth. Recognition is growing that these offerings can significantly impact revenue, guest satisfaction and brand perception. Significantly, some properties are already generating around 50 percent of their overall revenue through F&B. However, somewhat surprisingly, many hotels still manage F&B operations through instinct or ‘gut-feeling’ rather than data-driven strategies. The good news is that today’s F&B analytics offer unprecedented actionable insights, enabling hoteliers to revolutionize this critical area of the business.
Understanding the data revolution Previously, F&B data was limited to basic sales reports. Today, however, advanced point-of-sale (POS) systems, mobile ordering platforms and reservation management tools like SevenRooms are generating in-depth insights. Additionally, guest feedback systems are providing granular details on preferences, purchasing habits, peak dining times and menu item popularity. The key for business leaders is to ensure they analyze and leverage this information effectively.
Hotels are discovering unprecedented expansion opportunities through strategic F&B data analytics. Here, Bastien Blanc, co-founder and board member at TroKadero Hospitality Global, reveals how data-driven insights can transform F&B operations into pivotal revenue drivers.
Hotels that embrace the power of smart analytics can expect to see their F&B revenues increase, supported by an expanding customer base.
Actionable insights for revenue growth
Traditionally, F&B has been considered a necessary but lower-margin department. Nevertheless, by tapping into new data, hotels can unlock significant revenue potential through strategic growth initiatives. Key areas to target include:
• Optimized menu engineering: gone are the days of static menus. Detailed sales data reveals which dishes drive true profit and which are mere menu fillers. Therefore, by analyzing ingredient costs against selling prices and popularity, hotels can implement strategic menu changes. They can then promote high-margin, highdemand items while adjusting or removing underperforming ones.
• Dynamic pricing and promotions: just as room rates fluctuate, F&B pricing can also be dynamic. Consequently, data on peak hours, slow periods and local events can inform pricing adjustments. For instance, hotels can offer happy hour specials during slow afternoons or pre-theater dinner packages to capture specific demographics. Additionally, promotions can be tailored based on guest segments and their past purchasing behavior.
• Targeted marketing and personalization: understanding guest preferences is paramount for sustainable growth. For example, if data shows significant numbers of guests prefer plant-based options, hotels can promote vegetarian dishes more prominently. By offering this level of personalization, businesses can transform generic offerings into tailored experiences.
Elevating the overall guest experience
Beyond direct F&B revenue, data insights can positively impact the entire visitor journey, reinforcing guest loyalty through enhanced experiences. Knock-on benefits include:
• Enhanced guest satisfaction: when hotels understand what guests want, they can deliver effectively. Therefore, analyzing feedback alongside sales data helps identify improvement areas, from service speed to menu item quality. Businesses can then utilize this data to elevate the broader guest experience, in turn, leading to more positive online reviews and stronger brand loyalty.
• Optimized operations: data on order volume by time, popular dishes and ingredient usage allows for more efficient inventory management and staff scheduling. We know that lower levels of food waste and optimized labor costs directly contribute to F&B profitability. Additionally, understanding the guest flow can help to inform design and service delivery improvements.
• Increased ancillary spend: when F&B offerings are compelling and well-aligned with guest preferences, they encourage more in-property spending. This could include dining at hotel restaurants, utilizing room service or having a drink at the in-house bar, for example, all of which contribute to a hotel’s total revenue per available room (TRevPAR).
Harnessing F&B data for future success
Inevitably, the ability of data-driven strategies to produce measurable results means they are rapidly replacing intuitive F&B management. Hotels that embrace the power of smart analytics can expect to see their F&B revenues increase, supported by an expanding customer base. However, success in the form of sustainable expansion will be determined by the ability of industry players to leverage data to create exceptional guest experiences that generate lasting loyalty.
tkh.global
SCALING WITH SUCCESS: HOTELIERS ON REGIONAL EXPANSION AND LEADING BY EXAMPLE 10
MENA’s hospitality sector is flourishing, propelled forward by ambitious government visions, international investment and evolving traveler preferences. Against this backdrop of rapid change, we asked 10 prominent industry leaders to share their thoughts on all things hospitality related, from their brand’s ambitious growth strategies to inspiring new talent. Here’s what they said.
CHEVAL COLLECTION
MOHAMMED ALAWADHI Managing director
A flexible approach
Flexibility driven by experience represents the most effective tool any hotelier can possess. At Cheval Collection, we have evolved and expanded over 45 years from being an owner-operator to looking at destinations worldwide with an assetlight vision. Decades of ownership enable us to understand owner requirements completely. We recognize that one size does not fit all. Consequently, when targeting management contracts for our next phase of growth, we are able to deliver the flexibility which ensures we maximize a property’s potential for everyone’s benefit.
Sustainability at the heart of strategy
Cheval Collection’s sustainability policy reflects our core values and beliefs. Importantly, we are currently participating in a five-year plan to support our sustainability-focused ethos with action. Working with partners who monitor our progress to ensure its rigor, we have implemented key changes. These include
ensuring all electricity is procured from renewable energy. Additionally, all new properties are specified to be 100 percent LED and older properties retrofitted accordingly. Other initiatives include having all mechanical and electrical plants monitored by building energy management systems, optimized to achieve maximum efficiency and reduce energy consumption. Our target is to recycle at least 50 percent of all waste streams. Currently, our group score stands at 52 percent, with some sites in the 70 percent range. We also try to source products locally. While we are not 100 percent successful in this endeavor, everything goes through the same stringent process. Technology is helping to deliver our sustainable goals. But it also helps us to deliver more efficient and effective properties for our owners and investors by supporting our teams operationally.
Saudi Arabia debut
We have a broad vision for our expansion plans. These include targeting dynamic
Serviced apartments have greater flexibility and operational efficiency than traditional hotels. Moreover, they are feeding growing customer demand.
locations across EMEA where we have identified demand for luxury serviced apartments with a proven brand. However, we are particularly interested in Saudi Arabia. We are set to open our first property in the kingdom - Cheval Ladun Living - in 2027. To do this, we are partnering local group Ladun Investment Company. This project, with its focus on luxury, technology and sustainability, aligns with Cheval’s own priorities, making Saudi Arabia an attractive country for growth.
Demand for serviced apartments
As we continue signing sites globally, we see the model moving closer to mainstream for both guests and investors. Serviced apartments have greater flexibility and operational efficiency than traditional hotels. Moreover, they are feeding growing customer demand. These properties have proved to be a resilient asset class. We are increasingly seeing conversions from other assets, including offices. This movement means investors are looking more than ever for a brand with experience. As we grow, we continue to innovate. We recently launched our guest loyalty program - Cheval Discovery - in partnership with Global Hotel Alliance. Through this, we will take the opportunity to recognize and reward our loyal Cheval customers. Many of these are repeat visitors to our properties around the world. The program will also deliver additional guest feedback, helping us to hone our offering as we expand globally.
Cheval Ladun Living
HYATT
STEPHEN
ANSELL Managing director, Middle East and Africa
Hyatt hyatt.com
hyatt
A forward-thinking mindset
There isn’t one definitive recipe for successful leadership. However, I believe communication, integrity and empathy are key. Empower your teams, listen more than you speak and see failures as areas for improvement rather than the end of the course. Leading with a forward-thinking mindset is also important, as innovation drives longterm success. In our industry, leaders must continually seek new ideas and technologies to enhance guest experiences and stay ahead of trends.
Building trust and credibility
I would hope that I foster respect in an inclusive and caring environment. I think it is important to put myself in others’ shoes while making important decisions that ultimately some may disagree with. I have learned that your own perception may sometimes differ
from those you lead, so it’s worth checking in on that from time to time. Transparency and honesty are critical to building trust and credibility. I like to ensure that while doing this, there is fun and lots of listening along the way. A quote that always comes to mind is a famous Southern German expression which translates as “work hard and build houses.” This phrase resonates with me significantly, and it’s one that’s stuck with me as a motivator throughout my career.
Tapping into Vision 2030 opportunities
At Hyatt, we continue growing our portfolio with intent, and we have several upcoming openings across the Middle East. In Saudi Arabia, we are set to triple our portfolio in the next five years across various destinations in the country, offering our World of Hyatt members more travel choice when they want to stay with us. Miraval The Red Sea, our
The kingdom’s Vision 2030 initiative creates tremendous opportunities for international hoteliers who understand the market’s evolving needs and can deliver world-class hospitality experiences.
luxury wellness resort on Shura Island, is set to open at the end of this year and will mark the brand’s first resort outside of the US. Additionally, in 2026, Grand Hyatt The Red Sea is expected to open along with Hyatt Place AlUla. These developments reflect our commitment to expanding thoughtfully in markets where we can deliver exceptional value to both guests and partners. The kingdom’s Vision 2030 initiative creates tremendous opportunities for international hoteliers who understand the market’s evolving needs and can deliver world-class hospitality experiences. Our expansion strategy focuses on identifying strategic locations where our brands can make meaningful contributions to local tourism development while providing our global customer base with authentic, memorable experiences. These need to reflect both Hyatt’s service standards and the unique character of each destination.
Hyatt Place AlUla
Grand Hyatt The Red Sea
CAMPBELL GRAY HOTELS LTD
SAAD AUDEH
Chairman
Campbell Gray Hotels Ltd
campbellgrayhotels.com campbellgrayhotels
Inspiring future generations
I hope to leave a legacy that reflects my passion for ensuring guests have an exceptional experience and fostering a culture of excellence within my team. I’d like to be remembered for my engagement with the community and my support for sustainability and environmental concerns. And, additionally, for my dedication to innovation within the hotel space and the wider hospitality field. I want to create a lasting impact on the hospitality industry and hope to inspire future generations of hoteliers to bring their own uniqueness to the field.
A collaborative, hands-on approach
I see collaboration as the greatest tool within any organization. I believe in empowering staff to make decisions and being empathetic, while encouraging a field of growth and development. I want a positive work environment - one where my team feels motivated to excel, valued and supported. I am a hands-on hotelier, and lead by example, always looking for ways to improve processes and drive growth. However, my approach is centered on
human capital. I prioritize building strong relationships with my team, partners and, importantly, listening to all their views and opinions. Only then do I make final decisions. I feel that produces the best outcome for the business.
MENA’s huge potential
Over the next five years, I hope we will expand into key markets, not just in terms of numbers but also in terms of sustainable growth and innovation. We’ll do that by continuing to invest in our people, technology and processes that enhance the guest experience while staying ahead of the competition. I’m excited about the potential for growth in the MENA region. I look forward to the new opportunities and partnerships it will bring. These are what will ultimately drive our success. We’re also focusing on bringing new food and beverage concepts to market. This region is a fantastic testing ground for restaurants and cafes due to its multinational population. Additionally, we’re redefining the concept of wellness and what a spa offers beyond traditional treatments. Consequently,
This region is a fantastic testing ground for restaurants and cafes due to its multinational population.
we’re creating comprehensive wellness experiences that address modern travelers’ holistic health needs.
Tech driving sustainability goals
Technology is at the forefront of our strategy - it leads it. We are committed to leveraging tech not only to enhance the guest experience but to improve operational efficiency. And by doing that, we’ll reduce our environmental footprint. Sustainability is a core value for our group as it’s becoming more important to guests as well. We’re working to reduce our impact on the environment through initiatives like energy-efficient practices, waste reduction and sustainable sourcing. By embracing technology and sustainability, we aim to create a better future for our guests, our team and the communities we serve. At the same time, we want to be a brand known for design, aesthetics and offering a homefrom-home experience. These elements work together to create memorable stays that exceed guest expectations. They also contribute positively to local environments and communities.
The Gray Beach Hotel and Residences, The med. - North Coast, Egypt
The Gray, Diriyah, Riyadh, Saudi Arabia
PUNEET CHHATWAL
Managing
director and CEO
Targeting 700 hotels by 2030
IHCL has been on a journey of transformation, reimagining its brandscape, accelerating portfolio growth and achieving record financial performance. The journey was marked by navigation of global reset during Covid-19 and undertaking a fundamental shift in our business model. This involved strengthening the Taj brand and scaling emerging brands and businesses for long-term value creation. We’ve witnessed 2.5x growth in portfolio from 155 to 381 hotels and rooms from 18,000+ to 46,000+. This was achieved through a growth strategy balancing capital light and capital heavy approaches. Our vision for the next phase of growth is to be the most valued, responsible and profitable hospitality eco-system in South Asia. IHCL will expand with new brand launches, tapping the heterogeneous market landscape. Our plan is to increase our
portfolio to 700 hotels by 2030. We aim to double our consolidated revenue and scale new and re-imagined businesses to 25+ percent share of revenue. At the same time, we will continue to generate industry-leading margins and ROI.
Gateway city plans
IHCL has 28 hotels in international markets with 10 in the pipeline. We will grow in international markets with Taj, expanding into gateway cities that have significant Indian diaspora and business communities. The Middle East remains a focal point as India is its largest source market. Taj has a portfolio of eight hotels in the region. IHCL has three operating hotels in Dubai, alongside one each in Makkah and Riyadh. Additionally, we have a pipeline of two hotels in Bahrain and recently signed Taj branded service residence in RAK. The region presents large potential for the Taj brand, given its high recall among the consumer base with significant crossover.
Human connections lie at the core of any successful organization and are undeniably pivotal in driving its growth.
Recognizing relationship capital
Over the years, my career spanning multi-cultural settings and multiple continents has equipped me with diverse learnings. Human connections lie at the core of any successful organization and are undeniably pivotal in driving its growth. Time spent in different countries over three decades has reinforced the pivotal role of relationship capital as an enabler in forging successful partnerships. My collective experiences across the world have helped my leadership style to evolve into a combination of American marketing, European management and Asian emotional intelligence. When it comes to viewpoints, I believe that if change is the only constant, then transformation is the natural consequence. In other words, “what got you here will not get you there.”
Creating a legacy for the future
The Tata group is a highly respected conglomerate and Taj has represented the finest in Indian hospitality for over a century. IHCL is the oldest operating company of the Tata group. And it embodies the timeless Tata values that have been the guiding light in serving our stakeholders. Deeply embedded in our ethos and demonstrated through our culture of Tajness, IHCL has constantly remained resilient and relevant. As custodian of this legacy, we are responsible for enriching this institution for the next century.
Taj Resort and Taj Hotel set to open in Bahrain
GUY HUTCHINSON President, Middle East & Africa Hilton
hilton.com
hilton
Lead by example
“I think that it’s paramount for industry leaders to have a positive, solutionsdriven mindset - one which inspires their teams and drives success. Additionally, great leaders need to lead by example. They must be excellent communicators, work hard and invest in continual learning. I’m a firm believer in staying agile and flexible in your thinking as an industry leader. Mottos and mantras can sometimes lock you into a specific focus, when each situation needs to be evaluated on its individual merit.
Diverse inspiration
When it comes to role models, I draw inspiration and learn from many people. I’m fortunate to have been mentored by some fantastic leaders. From inspirational leaders like Nelson Mandela to a management trainee I just met in one of our hotels in Morocco.
People serving people I believe life is a journey of constant learning. Ultimately, we are a business of people serving people and our teams are
We are a business of people serving people and our teams are key to fulfilling our founding vision to fill the earth with the light and warmth of hospitality.
key to fulfilling our founding vision to fill the earth with the light and warmth of hospitality.”
Signia Signia by Hilton Amman
LXR Hotels & Resorts, Morocco
HAITHAM MATTAR Managing director for IMEA
IHG Hotels and Resorts ihg.com ihghotels
Harnessing tech
“We have heavily invested in AI technology to enhance booking efficiency, personalization and customer engagement. This ensures a seamless and intuitive guest experience from start to finish. Moreover, our system continuously learns guest preferences, including preferred room types and locations. The result is a more streamlined and customized booking process.
Our IHG Rewards app enables immediate point redemption for various services. This provides guests with greater flexibility and instant rewards during their stays. Furthermore, AI-driven recommendations significantly enhance the overall guest journey, enabling us to deliver tailored experiences that anticipate needs and improve satisfaction.
Tackling the talent issue
Talent attraction and retention remain significant challenges in our industry. Tackling this challenge requires continuous efforts to engage and inspire professionals within the evolving hospitality landscape. The younger generation shows less inclination toward hospitality careers. This trend highlights the need for innovative strategies to attract passionate, service-oriented individuals.
The younger generation shows less inclination toward hospitality careers. This trend highlights the need for innovative strategies to attract passionate, serviceoriented individuals.
A strong company culture
The hospitality industry thrives on passion, dedicated service and recognition-based motivation. It’s essential, therefore, to cultivate a supportive and rewarding work environment. Our approach focuses on fostering a strong company culture while consistently recognizing employees’ contributions. This ensures long-term commitment and creates professional growth opportunities for our team members.”
InterContinental Durrat Al Riyadh Resort & Spa
Durrat Al Riyadh Resort & Spa
Crowne Plaza Jeddah Al Salam
RADISSON HOTEL GROUP DUBAI
Chief development officer for Middle East, Cyprus and Greece
Radisson Hotel Group Dubai
radissonhotels.com
radissonhotels
Leading with clarity and adaptability
I'd describe my leadership style as collaborative and entrepreneurial. I believe in empowering teams, giving them space to explore ideas, take ownership and challenge conventional thinking. In development, you’re constantly navigating shifting dynamics - markets evolve, investor sentiment changes, relationships matter and new opportunities emerge. Therefore, it’s critical to lead with both clarity and adaptability. We all possess different styles and working methods. It’s important we recognize that in others and let people flourish and write their own story. I keep seeing publications about leadership theory and how it should be measured. What most fail to recognize is that leadership is not a cult, but a way of living by letting others thrive in a healthy environment. This, while continuing to achieve results.
Trust and authenticity as guiding principles
If there’s one thing I'd like to be remembered for, it’s championing growth with integrity
and impact. Not just in numbers, but in how we expand, building sustainable partnerships and creating real value for owners. And equally importantly, by contributing to the evolution of hospitality in the region. I’d like my legacy to reflect the belief that meaningful relationships, long-term thinking and doing the right thing always win. The hospitality industry thrives on trust and authenticity, and every decision we make should reinforce those foundational principles.
Unmatched momentum in Saudi Arabia Saudi Arabia continues to be our biggest focus and we aim to reach 100 hotels, resorts and serviced apartments by 2030. The momentum in the kingdom is unmatched, with real support from the government and visionary giga-projects. Saudi Arabia’s national strategy, placing tourism at the heart of diversification, is key in this respect. We’re expanding across various segments, from midscale to luxury, and in both primary cities and emerging secondary destinations. It’s a long-term
Success in this region requires understanding local nuances while maintaining international standards.
play and we’re all in. The kingdom’s transformation creates opportunities for hoteliers who understand the market’s evolving needs. This means delivering experiences that align with Vision 2030’s ambitious goals.
Targeting high-opportunity markets
In five years, I see Radisson Hotel Group deeply embedded in the region’s hospitality fabric. We’ll have significantly grown our portfolio, especially in high-opportunity markets like Saudi Arabia, the UAE and Egypt, among others. The aim is to reach 150 properties in operation and under development within the next five years. Beyond numbers, I see us being recognized for our trust and reliability as a business partner, our ability to adapt to different market needs and our consistent delivery. Success in this region requires understanding local nuances while maintaining international standards. And that balance will define our future growth trajectory.
ELIE MILKY
Radisson Hotel and Apartments, Al Asha Radisson RED Diriyah
ACCOR
PAUL STEVENS
Chief operating officer, premium, midscale and economy, Middle East, Africa and Türkiye Accor group.accor.com
Egypt and Saudi Arabia on the radar
We’re experienced heightened momentum across the Middle East and it’s exciting to see how quickly things are evolving. The region is experiencing a wave of diversified growth, driven by evolving traveler preferences, increased investor confidence and strong government visions. The market has traditionally been led by luxury and large-scale developments. However, we’re now seeing significant momentum across premium, midscale and economy segments. Developers and institutional investors are increasingly seeking trusted international operators to help drive performance. As a result, the appetite for branded hotels is growing rapidly. Egypt stands out as an exciting destination for our group. Recently, we’ve seen a surge in interest, driven partly by strategic investment from GCC countries. This has led to a contagious uplift across the country from the new capital city to revitalized areas. Egypt has all the ingredients: rich cultural heritage; diverse
coastlines; a large domestic population; and growing demand across segments. Consequently, we’ve expanded our presence meaningfully, reinforcing our long-term confidence. Saudi Arabia also continues to be a major strategic focus, aligned with Vision 2030. The country is undergoing a tourism transformation, backed by bold infrastructure investment. While luxury space remains strong, we’re also seeing growing need for premium accommodations in secondary cities.
Smarter, sustainable hospitality
At Accor, technology, sustainability and social impact aren’t just commitments, they’re deeply tied to our purpose. This is to care for our people, guests and communities. And that belief shapes everything we do. Our sustainability journey goes beyond what guests see. And with over 220 eco-certified hotels, we’re advancing on multiple fronts. These include water conservation, food waste reduction and eliminating single-use plastics. In this way, we’re helping drive global change through
Egypt has all the ingredients: rich cultural heritage; diverse coastlines; a large domestic population; and growing demand across segments.
eco-conscious experiences. At the same time, we’re embracing technology, especially AI, as a key enabler of smarter hospitality. AI delivers hyperpersonalized experiences through intelligent recommendation engines. Operationally, AI streamlines efficiency through chatbots while our generative Travel Assistant makes booking a seamless process.
Lead with purpose and strategic focus
Every hotelier today needs a toolkit grounded in purpose, clarity and connection. First, you need to listen deeply and consistently be on the ground with teams. Second, you need strategic focus - the ability to align teams around clear goals. Third, you need agility to lead through change and deliver results. At Accor, we lead with purpose: pioneering responsible hospitality and connecting cultures with heartfelt care. For example, Tamayyaz - our program in Saudi Arabia - fast-tracks high-potential national talent into hotel leadership roles. Similarly, our regional initiative SheLeads accelerates the development of women leaders in hospitality across the Middle East, Africa and Asia Pacific. I’d describe my approach as performance-driven and people-powered. Additionally, I set clear expectations and give people trust and support to deliver. I’m a firm believer in commercial focus, but not at culture’s expense. Leadership must be visible and context-aware, especially across a region as diverse as ours, so I stay close to our teams on the ground.
Novotel Dhahran Hotel & Residences KSA
ROTANA
EDDY TANNOUS Chief Operating Officer
Listen before contributing I would describe my leadership style as hands-on and performance-focused, but also people-first. I’m a big believer in structure and standards, but not at the expense of adaptability. At Rotana, we operate hotels across vastly different markets - from luxury beach resorts to midscale properties in business hubsand you can’t lead all of them the same way. My role is to harmonize how we deliver quality, while giving our teams the flexibility to meet local needs. I also spend considerable time listening. Whether I’m visiting a hotel or in a boardroom, I try to listen first before contributing. That’s how you uncover the insights that really move the needle.
A positive, remedy-focused mindset
There’s a quote I often come back to: "Don’t find fault. Find a remedy." It’s attributed to Henry Ford, but it applies just as well in hospitality. In operations, there are always challenges - missed targets, service gaps, unforeseen issues.
The easy thing is to point fingers. However, what really matters is how quickly and constructively you move forward. That mindset has guided me across every leadership role I’ve had. When problems arise, we focus immediately on solutions rather than blame. This helps to create a more positive work environment and faster resolution times.
Adopting tech, embedding sustainability Technology and sustainability are both fundamental to how we future-proof our business. On the tech side, we’ve adopted cloud-based platforms, mobile check-in solutions and real-time analytics to improve efficiency and guest experience. It’s not just about being digital, but being smart in how we use data to make better decisions, faster. Sustainability, on the other hand, is embedded in every project we open. We assess energy, water and waste impact from day one. In Abu Dhabi, for example, several of our hotels now operate with
It’s not just about being digital, but being smart in how we use data to make better decisions, faster.
energy recovery systems. These aren't buzzwords for us - they’re part of how we ensure long-term viability in a region that’s rapidly evolving. Furthermore, we’re implementing comprehensive waste management programs across our properties. These are focused on reducing single-use plastics and increasing recycling rates.
Expansion backed by thorough planning In the next five years, I see Rotana continuing to grow as a disciplined and dependable operator, with a strong presence in both established and emerging markets. Our expansion will be guided by operational excellence and strategic partnerships. It will also be steered by a clear understanding of where our brands add real value. The focus is not just on entering new markets, but on doing so thoughtfully. Every opening needs to be backed by robust planning and aligned with our service promise. We’re strengthening our position in the Middle East, while also expanding further into Africa and Europe, where we see meaningful opportunities. More broadly, I’d like to see Rotana increasingly recognized as a trusted hospitality partner. One that combines the strength of a homegrown brand with the standards and capabilities of a global operator. That’s the direction we’re heading in.
MARRIOTT INTERNATIONAL
Personal touch: priceless
Leadership today is about being adaptable, empathetic and visionary. It’s about fostering a culture where people feel valued and empowered, encouraging innovation and maintaining open lines of communication. As we focus on understanding the evolving needs of guests, it’s equally important to understand the needs of teams. While much has changed and will continue to evolve, the core and heart of the business remains the same. In our industry, there is no substitute for the human touch, and no amount of technology can replace this. The personal touch and creating memorable experiences for our guests are as vital today as ever.
Championing a people-first culture
Mr. Marriott’s philosophy was always to take care of our associates and they will take care of the customers. We continue to invest in associate wellbeing, prioritize inclusion and create environments where
teams feel supported and heard. Through consistent training, local mentorship and clear recognition, we reinforce a culture of accountability and care. I am deeply passionate about visiting and engaging with our people across our hotels and offices. It’s not merely about oversight; it’s about genuine leadership and fostering a ‘people-first’ culture. These direct interactions help gauge the organization’s pulse, identify challenges and uncover growth opportunities.
Facilitating career progression
I hope to be remembered as a hotelier who consistently championed people. Someone who believed in the power of human connection and worked to elevate those around him. My goal is to leave behind a culture of care, inclusion and opportunity, where every associate feels valued and motivated to grow. Across the region, I’ve been deeply committed to building strong local leadership and creating pathways for career progression. I take great pride in
Our expansion plans and primary focus reflect the region’s growing demand for hospitality and culturally rooted experiences.
mentoring emerging talent and fostering environments where individuals feel purpose and pride in their work. If I’ve helped create a workplace culture where people feel empowered to lead with integrity and deliver with heart, then I consider that a meaningful contribution.
KSA leading regional growth plans
Our expansion plans and primary focus reflect the region’s growing demand for hospitality and culturally rooted experiences. In the Middle East, Saudi Arabia is one of our largest growth markets. We’ve recently opened The Jeddah Edition and we’re anticipating the brand debut of W Hotels in Riyadh. We’ve also signed a JW Marriott Hotel in Jeddah and a Courtyard by Marriott in the Holy City of Makkah. This will be the largest Courtyard hotel in the world, with 2,179 rooms. The UAE is our current largest market in the region with more than 80 operational hotels. Excitingly, we will soon debut Moxy Hotels in Dubai. Additionally, we've signed an agreement to bring The Luxury Collection and W brands to RAK. Marriott International has a development pipeline of over 200 properties across the Middle East and Africa. We continue to see opportunities to further expand across the regions. Markets like Saudi Arabia are leading our growth plans, along with UAE, Türkiye, Kenya and South Africa.
Buoyed by far-reaching government plans, high levels of investor confidence and changing traveler demands, the region’s hospitality development landscape is expanding at pace.
However, today’s project pipeline is as diverse as it is dynamic. While luxury resorts in new giga-projects are emerging, so too, are midscale developments in evolving secondary cities and proudly unconventional lifestyle hotels.
Our special report spotlights these and other key trends that are set to redefine MENA’s hospitality offering. You’ll find insights and analysis from industry experts, alongside our annual, must-read roundup of projects underway or scheduled for the region. Here’s to another year of building on firm foundations!
FEATURING
P.34 MIDSCALE MOMENTUM: WHY INVESTORS ARE BETTING ON THE MIDDLE GROUND
P.36 HOTEL GROWTH: FRAMING THE FUNDING FORCES OF THE FUTURE
P.38 9 WAYS THAT AI CAN HELP HOTEL INVESTORS MAKE SMARTER DECISIONS
P.40
ORIGINAL AND OUT-OF-THE-BOX:HOW CREATIVE HOTEL BRANDS ARE REVOLUTIONIZING HIGH-END STAYS
P.42 6 TRENDS DEFINING NEW REGIONAL HOTEL OPENINGS
P.46 HOW SUSTAINABILITY BECAME STRATEGY FOR MENA HOTEL DEVELOPERS
P.48 BUILDING MENA’S FUTURE: 40 HOTEL PROJECTS TO WATCH
MIDSCALE MOMENTUM:
WHY INVESTORS ARE BETTING ON THE MIDDLE GROUND
In a region long synonymous with luxury hospitality, a quiet revolution is underway. Midscale hotels - the overlooked middle child of the hospitality industry - are now gaining significant traction across the Middle East and Africa (ME&A) region. As investor sentiment shifts, so does the hospitality landscape, with a growing realization that mid-range offerings are not only commercially viable but also strategically essential.
The global middle class is projected to reach 1.8 billion travelers by 2030, with 80 percent likely to choose mid-range hotels. Notably, around 300 million middle-class Indians are expected to travel internationally in the next few years, primarily opting for mid-market accommodation.
Offering a winning combination of affordability, comfort and convenience, mid-market hotels are flourishing, often outpacing other key segments when it comes to growth.
Jad Shamseddin, COO at Aleph Hospitality, explains why these sometimes overlooked properties are fast becoming the strategic investment choice for forward-thinking investors.
Changing traveler expectations
In the Middle East, post-pandemic recovery, changing traveler profiles and broader economic diversification have led to an uptick in demand for affordable, mid-market accommodation. In fact, the mid and upper midscale segments are now outperforming other categories in terms of growth. Significantly, these categories are attracting both leisure and business travelers who are looking for value without sacrificing quality. In the UAE, the mid and upper-mid-scale segment is emerging as the fastest-growing category with a projected growth rate of approximately 6 percent during 2024-2029.
This shift is being fueled in part by changing traveler expectations. Today’s guests are more experience-driven, prioritizing location, functionality and convenience over opulence. In this context, mid-range hotels offer the perfect balance of affordability and comfort, particularly for millennial and Gen Z travelers, digital nomads and costconscious business travelers.
Investor-friendly economics
From an investment perspective, mid-market hotels are a compelling proposition. Their lower development and operational costs result in more favorable margins and faster returns on investment (ROI) compared to luxury properties. These assets also tend to be more resilient in economic downturns, as they cater to a broader customer base.
The operating model of mid-market hotels is generally leaner, relying on smaller staff-to-room ratios and more standardized services which translates into lower overheads. This efficiency is especially attractive to investors navigating an uncertain global economic environment, where ROI and risk mitigation are paramount.
Furthermore, investors, particularly those who own multiple properties, have the option to engage third-party hotel management companies and affiliate their hotels with various internationally franchised brands. This approach enhances operational efficiency and maximizes profitability.
Growth beyond gateway cities
Luxury hotels continue to dominate in primary markets like Dubai, Abu Dhabi and key Saudi cities. However, the real growth story for mid-market hotels is unfolding in secondary and tertiary cities across the region. Locations such as Ras Al Khaimah (RAK), AlUla and Salalah are experiencing greater tourism interest, supported by government diversification efforts. They are also benefiting from moves underway in regional markets to extend tourism beyond major hubs.
Investors are increasingly looking at these emerging destinations where land is more affordable. Competition is often lower in these locations and the regulatory environment can be more supportive of new developments. In RAK, for example, the authorities are courting mid-market brands in their efforts to become a yearround tourism destination.
Diversifying the tourism base
A key factor underpinning this trend is the diversification of source markets. Traditional feeder markets like Europe and the GCC remain strong. However, simultaneously, new markets across Asia and Africa are becoming increasingly relevant. Travelers from these regions tend to seek affordability and value, further reinforcing the demand for mid-range offerings.
This broadening of the tourist base aligns perfectly with the mid-market model. The adaptability of these hotels allows them to serve a more diverse clientele, from family vacationers to digital nomads and wellnessfocused travelers.
Aligning with modern travel trends
Today’s travelers are not just looking for a place to stay. They’re looking for smart, convenient and authentic experiences. Mid-market hotel brands are becoming increasingly responsive to this demand, integrating digital technologies, sustainability practices and local cultural elements into their service offerings.
Many mid-market operators are embracing a ‘lifestyle light’ model. This includes locally inspired design, communitycentric amenities and curated experiences that resonate with modern sensibilities. Such initiatives not only appeal to today’s travelers but also enhance brand differentiation in a competitive market.
Strategic implications for investors
The rise of midscale hotels in the ME&A region reflects broader shifts in travel behavior, economic policy and investment strategy. For investors, the implications are clear:
• Secondary cities are untapped markets with promising ROI potential and lower barriers to entry.
The adaptability of these hotels allows them to serve a more diverse clientele, from family vacationers to digital nomads and wellness-focused travelers.
• Franchising and third-party hotel management agreements in the midmarket space are asset light and high impact. They offer attractive returns without heavy capital expenditure.
• A broad customer base insulates midscale assets from demand shocks affecting niche or luxury markets.
• International operators are seeking partners to expand mid-market brands, creating strong alignment between local investors and global hospitality players.
As ME&A countries move toward more inclusive and diversified tourism strategies, mid-range hotels are stepping into the spotlight. They are no longer just the economical option – they’re the strategic one.
For investors seeking resilience, scalability and alignment with future travel trends, mid-range hospitality assets offer a sweet spot that balances opportunity with sustainability. In a region famous for its extravagance, it may just be the midscale segment which will be driving hospitality investment in the coming years. alephhospitality.com
HOTEL GROWTH: FRAMING THE FUNDING FORCES OF THE FUTURE
As the hospitality sector across the Middle East accelerates its growth trajectory, funding models are evolving just as rapidly. Traditional bank financing is no longer the only route to realizing large-scale hotel developments.
Spotlight on ESG
Today, with new financing structures paving the way for hotel growth across the region, the rise of ESG-linked instruments, coinvestment platforms and renewed private equity interest is reshaping the capital landscape.
Gone are the days when regional investors had to rely on traditional bank financing for major hospitality developments. Today, new capital pathways are emerging at pace across the Middle East, offering business leaders alternative funding options for tomorrow’s projects. Jonathan Worsley, chairman of The Bench and organizer of the Future Hospitality Summit, caught up with three industry experts to explore how these evolving financing models are reshaping regional hotel investment decisions and driving new growth.
Funding structures: a new era Financing models of the future and their influence on the Middle East’s hospitality and tourism sectors are hot topics at the Future Hospitality Summit, including FHS Saudi Arabia and FHS World. Recently, at FHS Saudi Arabia, global industry leaders shared their insights, expertise and predictions on hospitality funding models. And we are gearing up for much more on the subject at FHS World in Dubai this autumn.
To explore how these shifts are influencing strategy and execution on the ground, I
WESLEY
THOMPSON Partner and head of ESG - MENA Knight Frank
The global eco-tourism market is projected to grow from USD 270.5 billion in 2025 to USD 551.8 billion by 2035. The leisure and hospitality industry contributes over 8 percent of global greenhouse gas emissions. As a result, the sector faces both environmental and financial opportunities.
Green investments: plenty of potential Sustainable practices improve operational efficiency, asset resilience and market differentiation. In the GCC, green investments could add USD 2 trillion to regional GDP by 2030, driving demand for green and sustainability-linked bonds. ESG principles are undoubtedly reshaping hotel financing across the Middle East.
spoke to hospitality and investment experts from Knight Frank and Jones Lang Lasalle, two of the world’s leading real estate consultancies.
All eyes on alternative financing
During our discussion, they shared their thoughts on the capital pathways that are set to define the next era of regional hotel growth. ESG, the risks and opportunities posed by alternative financing structures, and private equity trends were among the topics explored. Here’s what they had to say.
Partner and head of hospitality, tourism and leisure advisory services - MENA
Knight Frank
Co-investment structures offer developers access to broader capital pools and also provide higher returns. These models democratize investment and reduce reliance on traditional banks. However, they can generate more complex operations for hotel operators. Foreign ownership possibilities in Saudi Arabia could benefit from these alternative investment tools, especially in the holy cities. However, the co-investment and alternative financing structures are complex. Therefore, clear governance, a responsibility matrix and alignment of interest are necessary to ensure the sustainability of this model.
New market players
The private equity regional market is proving increasingly attractive to new players outside of the Middle East. It is also growing in appeal to participants who are new to real estate and hospitality asset classes. Strategies focus on development in core established regional markets or income-producing assets with revenue uplift potential. These opportunities can be unlocked through light refurbishment and suitable operational strategy requiring asset management or rebranding. Overall, the increased liquidity of the hospitality asset class will contribute to uplifting supply quality. Additionally, it will consolidate core regional markets.
Green and sustainability-linked bonds are reshaping hotel financing in the region. This shift is being driven by increasing investor demand for ESG-focused investments and government sustainability initiatives. These instruments are likely to lead to more environmentally friendly hotel designs. Moreover, they are expected to improve operational efficiency and create greater transparency in sustainability reporting. They may also spur innovation in the sector and create a distinct market for sustainable hotels.
Challenges include a lack of standardized criteria and regulatory enforcement. The need for increased expertise and varying regional market maturity can also present problems. On the flipside though, there are undoubtedly opportunities. These include a competitive advantage whereby hotels financed through green bonds or sustainability-linked instruments may attract environmentally conscious travelers and corporate clients. Additionally, green bonds and sustainability-linked loans may offer more favorable terms or lower interest rates. This can act as an incentive for developers to pursue sustainable projects. Overall, these financing tools are expected to significantly influence hotel development in the Middle East. More broadly, the shift aligns the sector with global ESG trends and creates new opportunities for stakeholders.
Weighing the opportunities and risks Investment platforms and alternative financing structures offer hotel operators, developers and investors new opportunities. These include broader access to capital, increased flexibility, faster
fundraising and global investor reach. However, they can also present risks. These include regulatory uncertainty, higher cost of capital, reputational risks and complexity in managing diverse investor expectations. Opportunities include diversifying the traditional alliances. Importantly, some of these can be strategic if the capital owners have operating or brand platforms. To navigate these models effectively, operators and developers should conduct thorough due diligence and ensure they understand all terms and regulatory compliance. Clear investor communication strategies are another requirement. Additionally, they should carefully assess long-term implications and costs compared to traditional financing methods.
Navigating regional dynamics
When it comes to private equity, firms typically favor mature, developed hotel markets, targeting value-add opportunities in older properties ripe for refurbishment or rebranding. They focus on active asset management and operational improvements to drive returns. By doing so, they are not relying solely on market growth. Private equity is less active in developing markets still driven by new development trends. Markets with higher liquidity and transaction volumes are more attractive to private equity investors. This trend leads to increased competition for suitable assets in mature markets. Additionally, it paves the way for potential quality improvements in hotel stock. Opportunities are also available for operators to partner with PE firms for upgrades and management contracts. Understanding these regional dynamics is crucial for hotel investment strategies. thebench.com
OUSSAMA EL KADIRI
9 WAYS THAT AI CAN HELP HOTEL INVESTORS
MAKE SMARTER DECISIONS
In the rapidly evolving digital era, smart technology is redefining how project investment decisions are made, offering business leaders the advantage of data-driven precision. Abdul Kader Saadi, founder and managing director at Eighty6, shares his nine-point checklist outlining how AI can support hotel investors and give them a strategic edge.
In today’s rapidly evolving hospitality industry, artificial intelligence (AI) has become a business necessity. For hotel investors, smart technology is proving to be a transformative force that enhances decision-making, minimizes risks and drives higher returns. From advanced forecasting to operational optimization, AI tools are equipping investors with deeper insights and faster analysis than traditional methods ever could. Below are nine strategic applications of AI that can help business leaders navigate their hotel investment decisions with greater clarity and accuracy:
1
Market intelligence at unprecedented depth: AI tools can aggregate data from sources such as booking platforms, social media, travel advisories, economic indicators and even weather forecasts. This allows investors to gauge demand trends, identify emerging travel corridors and evaluate the long-term viability of specific markets. For instance, AI-driven demand forecasting models can predict seasonal fluctuations, identify booking behavior patterns and even account for global events or disruptions. Instead of relying on historical data alone, investors can now access dynamic, forwardlooking insights to guide acquisition and development strategies.
2
Smarter site selection and feasibility analysis: selecting the right location for a hotel investment is critical. Crucially, smart technology can assist by conducting sophisticated feasibility studies that evaluate local competition, zoning laws, infrastructure projects, demographic shifts and traveler sentiment. This level of analysis was once a time-consuming manual process. But today, it is available at scale through AI-powered platforms. By simulating scenarios based on different pricing, occupancy rates and capital structures, AI allows investors to project revenue per available room (RevPAR), gross operating profit (GOP) and return on investment (ROI) with much greater accuracy.
3 Precision revenue management and pricing strategies: AI has significantly improved the science of revenue management. Traditional pricing models often relied on static rules or basic demand curves. Today, smart technology enables dynamic pricing strategies that adjust rates in real time based on competitor pricing, booking pace, local events, consumer sentiment and more. For hotel owners and investors, this
means better margin management and revenue optimization. Additionally, AI helps mitigate risks associated with underpricing or overpricing during peak and off-peak seasons. In this way, it can enhance asset performance and improve investor confidence in forecasted returns.
4 Enhanced operational efficiency: operational costs are a critical component of hotel investment performance. Importantly, smart solutions help streamline operations in multiple ways. These include:
• predictive maintenance systems that identify equipment issues before they become costly failures
• AI staffing models that ensure optimal labor allocation based on occupancy forecasts and guest flow
• energy management systems that automatically adjust lighting, HVAC and utilities for efficiency. These operational improvements translate to reduced expenses, higher EBITDA and more sustainable operations. Importantly, these are all key metrics for investors evaluating long-term asset performance.
5
Real-time reputation and sentiment analysis: in the digital age, guest feedback can make or break a hotel’s success. AI uses natural language processing (NLP) to scan guest reviews, social media mentions and online travel agency (OTA) comments. Investors can gain a real-time understanding of a hotel’s reputation and service quality. This insight is particularly valuable when assessing turnaround opportunities. For instance, a property with low occupancy but strong guest sentiment may present a high-return repositioning play. Conversely, negative sentiment can be a red flag that prompts deeper operational review during due diligence.
6
Accelerated due diligence and risk assessment: AI tools now play a pivotal role in expediting due diligence during acquisitions. These systems can:
• analyze historical financials and compare them to benchmarks
• scan legal documents for anomalies or risk indicators
• flag potential issues with zoning, environmental compliance or supplier contracts.
AI can also simulate macroeconomic and geopolitical scenarios to assess downside risk. This empowers investors to price risk appropriately and negotiate deal structures that protect capital. In volatile markets, these tools are invaluable for avoiding mispriced or high-risk assets and ensuring smarter capital deployment.
By leveraging AI, investors are not only improving the accuracy of their forecasts but also increasing agility, reducing risk and unlocking greater value across their hotel portfolios.
7 Portfolio optimization across multiple assets: as investors build diversified hospitality portfolios, AI assists in performance monitoring and optimization. Portfolio-level analytics powered by smart technology can:
• identify underperforming properties
• recommend reallocation of capital toward higher-yield markets
• detect market saturation and provide insights for strategic divestment.
AI also supports centralized dashboards that consolidate KPIs such as ADR, occupancy, RevPAR, GOPPAR and sentiment scores across all properties, enabling faster strategic decisions.
8
Enhanced investment modeling and scenario planning: hotel investment is inherently cyclical and sensitive to global events. Crucially, AI enhances investment modeling by simulating how different variables - interest rate changes, pandemic outbreaks and labor shortages - can impact performance. This enables hotel investors to construct more resilient business models. For example, smart technology can help determine how flexible a property’s cost structure is under different occupancy scenarios or how capital expenditures would impact valuation in the next five years. Such scenario planning tools allow investors to stress test deals before committing, helping to safeguard returns and reduce exposure.
9
AI-powered deal sourcing platforms: emerging platforms are using AI to match hotel investors with suitable acquisition or development opportunities based on pre-set investment criteria. These platforms analyze realtime data from brokers, public listings and proprietary databases to surface deals that fit an investor’s target profile. Some systems even integrate ESG scores, brand performance and lease structures into their evaluations. This gives investors a competitive edge in sourcing opportunities that may not yet be widely marketed.
The integration of smart technology into the hotel investment process represents a paradigm shift in how decisions are made and capital is allocated. From the earliest stages of market selection to long-term portfolio optimization, AI offers a strategic edge that forward-thinking investors can no longer afford to ignore. By leveraging AI, investors are not only improving the accuracy of their forecasts but also increasing agility, reducing risk and unlocking greater value across their hotel portfolios.
As AI continues to evolve, its applications in hospitality investment will only deepen. The winners in this new landscape will be those who embrace the tools early - and use them wisely.
eighty6.shop
HOW CREATIVE HOTEL BRANDS ARE REVOLUTIONIZING HIGH-END STAYS
The GCC has long been known for its luxurious hotel offer. Think shimmering 5 - not to say 7 - star hotels, oversized suites, uber-attentive service and high-end branded amenities that cater to the most demanding guests. Yet in recent years, a new wave of hotels has been turning the region’s hospitality scene on its head.
Game-changing concepts
Creative, unconventional lifestyle hotel brands are making their mark, bringing a bold new approach, typically characteristic of artsy and quirky cities. These properties are fusing the region’s core values and principles with idiosyncratic design, local expression of art and an extraordinary level of community involvement.
This fresh breed of properties is redefining the meaning of hotel stays in our region. Consequently, instead of the ‘sameold cookie-cutter’ luxury experience, guests are finding places that are vibrant, authentic and deeply connected with the local scene. Stays with a difference, where the local community is actively engaged in creating experiences, have been present for several years in cities such as LA, Berlin, New York and St Tropez, among others.
Things are changing on the region’s hospitality scene. Unconventional brands are taking on the traditional players and redefining the meaning of luxury hotel stays in the process. Daniel During, principal and managing director at Thomas Klein International, explains why the arrival of the lifestyle hotel is a win-win for travelers and locals alike.
And now, in a long overdue shift, the trend is gaining momentum here, changing the game for travelers and locals. Intriguingly, it is not only sparking excitement but transforming the hospitality landscape as we used to know it.
Destinations in their own right
So what makes these hotels so special? At their core, lifestyle hotels are all about personality and flair. Much more than just places to sleep, they’re destinations in their own right. These hotels make every stay not just different but unforgettable. For example, they may dazzle guests with whimsical or uber-designed venues. Additionally, many offer immersive cultural experiences, interactive social spaces or creative programming.
Playful, living interiors, designed by cutting-edge creatives, are commonplace, while lively communal spaces allow locals and travelers to mingle and share thoughts and experiences. Menus, meanwhile, celebrate the very creativity of the consumer. It’s that magic and energy that set these hotel spots apart. Crucially, it’s a vibe craved by today’s Gen Z and millennial travelers. This vibe is authentic, energetic and totally ‘Instagrammable.’
Experiences over amenities
So why did it take so long for the regional market to embrace original lifestyle concepts? Put simply, it took the same time needed for Gen Z to reach the ageand have the required spending power - to visit these venues.
Mastercard research shows that over 50 percent of affluent travelers now seek immersive experiences rather than just fancy rooms. Within the MENA region, 38 percent are even ready to pay 30-50 percent more for stays that feel sustainable and culturally authentic. This is a clear sign that travelers want hotels that connect them with local life.
Millennials and Gen Z are leading the charge in luxury travel demand worldwide. Importantly, in the GCC, Gen X is also playing a significant role. This generational shift means that hotels can no longer simply focus on traditional luxury. Instead, they need to tap into the tastes and preferences of younger guests who value experiences, creativity and authenticity over predictable amenities.
Massive hotel pipeline growth
As of mid-2024, the MENA region had a staggering 607 projects with over 147,000 rooms under development. Luxury and upscale segments dominated this robust pipeline. Dubai alone added 2,700 rooms in the first half of 2024 and has a further 10,100 scheduled for end-2025. Significantly, 67 percent are in the luxury and upper-upscale categories. By the end of 2024, Dubai’s hotel room capacity had soared to nearly 154,000 rooms. These impressive figures underscore the region’s unstoppable growth trajectory and appetite for innovative concepts.
Original hospitality: style meets soul Brands like Mama Shelter, 25hours and other innovative players are at the forefront of this hospitality revolution. Their creative, unconventional approach and the completely different guest experience they offer signal a landmark breakaway from the predictable. Stays resemble visits to a stylish, well-connected friend, for example, or a cool, wealthy aunt, rather than checking into a standard hotel. It’s this authenticity and vibrancy that is attracting travelers in droves.
These hotels’ playful aesthetics - think neon signs, quirky furniture, colorful murals and unexpected design details - stand out against the backdrop of traditional luxury towers. For younger travelers, they’re a refreshing alternative that reflect their values and tastes. And locals are equally enchanted. Why? Because these hotels often become go-to social spots with rooftop bars, live music and pop-up events that light up the community and create lasting memories.
Hotels can no longer simply focus on traditional luxury. Instead, they need to tap into the tastes and preferences of younger guests who value experiences, creativity and authenticity over predictable amenities.
Community connections
One of the most exciting aspects of lifestyle hotels is their deep commitment to community. Rather than being closed-off bubbles, they embrace the local cultural scene. For example, they collaborate with artists, designers, chefs and musicians to bring each property to life in its own way.
These hotels showcase local art, host popup markets filled with regional crafts and bring live local musicians into their bars. By doing so, they are giving travelers a true taste of the city’s culture. This communitydriven model supports local talent, while creating a richer, more immersive experience for guests who want to truly connect with their location.
The approach also aligns perfectly with the region’s growing focus on cultural tourism and homegrown entrepreneurship. As governments and tourism boards champion more inclusive, experienceled offerings, lifestyle hotels are a natural partner in this vision.
A win-win for travelers and locals
The arrival of creative lifestyle hotels to the region is a win-win for everyone. Travelers get to enjoy memorable, design-forward stays that celebrate the local culture and spirit of the place they’re visiting. Additionally, locals get vibrant community hubs where they can meet friends, attend events and enjoy the best of their city’s food, art and music.
This dynamic is also helping to diversify the region’s tourism scene, while making it more resilient and giving it wider appeal. Rather than depending solely on traditional luxury or business travelers, destinations can now welcome experience-driven guests who are eager to discover the heart and soul of a place.
As the region grows into a global tourism powerhouse, quirky lifestyle hotels are reshaping the hospitality landscape. These innovative brands put authenticity, design and community front and center. Moreover, they offer experiences that go well beyond a room. For travelers, it’s about discovering destinations in a personal, memorable way. And for the region, it’s a chance to build a diverse, future-ready tourism ecosystem that mirrors the creativity of its people.
As the span of the regional hospitality offer begins to align with the world’s most creative cities, our own future is looking increasingly brighter. Here’s to a long overdue shift that answers the needs of new generations and to hotels that are as original and out-of-the-box as the travelers they seek to accommodate.
thomaskleingroup.com
6TRENDS DEFINING NEW REGIONAL HOTEL OPENINGS
Luxury hospitality in the Middle East is entering an exciting new era. An era defined not just by excess or extravagance, but by experiences, purpose and place. In recent years, we’ve seen global ultra-luxury brands race to establish their presence across MENA’s most dynamic markets. Now, in 2025, they are doubling down with launches that also signal where the future of hospitality is heading.
From the deserts of Saudi Arabia to the skylines of Dubai, the next wave of luxury hotels is pushing boundaries. Think daring design blended with deep cultural relevance, sustainability and hyperpersonalized service. Based on current developments, here’s what’s defining the region’s most anticipated hotel openings. And, importantly, what they tell us about the changing face of luxury.
A major shift is underway in high-end hospitality as hoteliers move to meet the demands of visitors who are looking for experiences rather than excessive extravagance. And the good news is that MENA is at the forefront of this transformation. Diogo Ildefonso, general manager at Glee Hospitality Solutions, spotlights six project-pipeline trends to watch that are already gaining traction region-wide.
1Global giants deepen their MENA roots: top-tier brands like Mandarin Oriental, Six Senses, Rosewood and Aman are strengthening their presence in the region. And this is a clear sign that MENA has moved from emerging luxury market to global anchor for high-net-worth travelers. Additionally, these openings reflect longterm confidence in the region’s economic trajectory and tourism potential. Among the pioneers are:
• Mandarin Oriental Downtown Dubai (opening 2025) - this upcoming flagship combines the group’s Asian hospitality ethos with Dubai’s dynamic energy. With nearly 500 keys, including residences, its urban sophistication is matched by upscale culinary offerings and a spa experience.
• Rosewood Doha, Qatar - set in a city that’s evolving rapidly, this property adds to a market well suited to boutique-style, personalized luxury.
However, these properties are more than just hotels. Additionally, they offer fully immersive environments aimed at today’s guests who are looking for much more than a room and a view. Today’s visitors are drawn to layered experiences. From Michelinquality dining to cultural programming and wellness ecosystems, they want their stays to unfold like curated journeys.
2 Destination as the design: across the region, we’re witnessing a striking evolution. Luxury hotels are being designed as architectural landmarks, often inseparable from their natural or urban surroundings. Two standout examples where the property is part of the entire experience are:
• Desert Rock Resort, Saudi Arabia - a core component of the Red Sea Project, this resort is physically built into mountain rock. It’s a masterclass in biophilic design, allowing guests to connect with the landscape through minimal intrusion and maximal sensory impact.
• Six Senses The Palm, Dubai - taking its inspiration from coral reef formations, this property integrates sustainability and wellness at every level. Its offerings range from cryotherapy chambers to communitydriven wellness rituals.
This kind of design thinking elevates hospitality into art. It’s not just about formit’s about feeling. Guests want to be moved, surprised and reconnect with nature or culture in ways that feel exclusive and grounded.
3
Remote luxury openings: think isolation with indulgence. One of the most notable shifts in guest behavior postpandemic has been the rise of destination seclusion -remote escapes that provide tranquility without sacrificing sophistication. Examples include:
• Hawar Resort by Mantis, Bahrain - this island resort promises barefoot luxury with environmental mindfulness. Activities range from marine conservation encounters to astronomy sessions, all wrapped in the privacy of overwater villas.
• Clinique La Prairie, Amaala, Saudi Arabiahere, wellness goes beyond spa treatments. Guests can engage in comprehensive health diagnostics and longevity therapies, combining medical-grade science with coastal serenity.
In these settings, luxury is no longer about abundance - it’s about clarity. Space, silence and self-discovery have become the new status symbols.
4
Urban icons: cities like Dubai continue to redefine urban hospitality with structures that double as visual statements and vertical spectacles. Guests now expect the ‘wow’ factor from the moment they approach the façade.
• Ciel Tower, Dubai Marina - soon to become the world’s tallest hotel, Ciel features a rooftop infinity pool, sky bar and 360-degree observation deck. It’s luxury with a capital ‘L,’ designed as much for the Instagram generation as for seasoned luxury travelers.
• Trump Tower Dubai - controversial yet undeniably bold, this branded development merges hotel and residence into one of Dubai’s most headline-grabbing additions. Its target? The global elite seeking both investment and indulgence.
These projects remind us that in certain markets, visibility equals value - and spectacle sells.
5
Experiences over excess: perhaps the most significant evolution is emotional rather than structural. The definition of luxury has changed. Today’s guests - especially millennials and Gen Z high-spenders - aren’t especially impressed by chandeliers or gold taps. They want meaning. That’s why many of these new launches are focusing on:
• Tech-enabled wellness personalizationAI-curated sleep programs and biometric treatments.
• Purpose-driven storytelling - designs inspired by regional heritage and ecorestoration projects.
• Deep staff personalization - teams trained to deliver recognition, not just service.
These aren’t gimmicks - they’re expectations. When luxury is authentic, it builds not just loyalty, but emotional resonance.
Today’s visitors are drawn to layered experiences. From Michelin-quality dining to cultural programming and wellness ecosystems, they want their stays to unfold like curated journeys.
6
Alignment with national visions: much of this hotel boom is underpinned by ambitious national strategies. Governments across the MENA region see luxury tourism as a driver of both GDP and international image.
• Saudi Arabia - the kingdom is unlocking vast new territory for resort development through Vision 2030, from AlUla to Neom. And sustainability is at its core.
• The UAE - the country continues to develop its hospitality infrastructure, combining state-of-the-art projects with globally renowned F&B and retail offerings.
• Qatar - having successfully hosted the FIFA World Cup 2022, the country is investing in its long-term cultural and wellness appeal. Importantly, this is supporting efforts to move beyond eventbased tourism.
For developers, this alignment presents unique opportunities, but also responsibilities. Sustainable growth, cultural authenticity and local employment are no longer optional - they’re essential to longterm success.
Luxury rooted in emotion
Looking ahead, it’s evident that future openings will be entrenched in a desire to evoke emotions, from awe and calmness to curiosity and a sense of belonging.
We’re witnessing a moment where MENA is not just following global luxury trends, but defining them. The region is leading the charge in how luxury can be transformational and not just transactional. In this future, it’s not the grandest suite that wins, it’s the memory that lingers. And, as someone deeply invested in the region’s hospitality evolution, I can say this with confidence. We’re only just getting started. gleehospitality.com
The global consumer wellness economy reached USD 1.8 trillion in 2024, with related tourism contributing USD 815 billion, roughly 45 percent of the total. This segment is among the fastest growing in the wellness sector and is projected to reach nearly USD 1.4 trillion by 2027. Recovery from the pandemic and increasing focus on health have fueled this rise, positioning wellness travel as a leading driver of hospitality innovation.
Global reach and Middle East focus Health-related tourism has gained traction worldwide. North America remains the leading market, followed by Europe and Asia-Pacific, where historical healing traditions contribute to authenticity. Naturedriven destinations in Australia, South America and the Mediterranean are also expanding these offerings.
The Middle East and North Africa region saw wellness travel spending surge from USD 2.8 billion in 2019 to USD 5.44 billion in 2022. In 2024, the combined wellness economy of Saudi Arabia and the UAE was estimated at USD 1.9 billion. Forecasts suggest this figure will double by 2034, supported by government-backed initiatives.
Today’s travelers are prioritizing their health and wellbeing more than ever before, triggering the rapid development worldwide of dedicated resorts and driving mainstream hotels to expand their facilities. Hala Matar Choufany , president of HVS Middle East and Africa, drills down into the numbers and explains why healthrelated resorts offer significant potential for regional developers.
Consumer trends and key drivers
Modern health-related tourism caters to physical, mental and emotional wellbeing, often emphasizing stress reduction, mindfulness and immunity support.
• Millennials and Gen Z are driving demand, normalizing therapy and seeking holistic experiences, such as yoga, digital detox and wellness education.
• Burnout and stress have created demand for structured recovery retreats offering sleep tech, stress diagnostics, hyperbaric oxygen therapy and infrared saunas.
• Travelers increasingly value authenticity and nature, preferring properties with local healing traditions, eco-sensitive design and immersive landscapes. Concepts like ‘bringing nature indoors’ through wood, natural light and botanical integration are now central to wellness resort design.
Typologies unpacked
These offerings vary in format and depth of immersion. Popular options include:
• Spa hotels/wellness resorts - traditional luxury or upscale hotels with added wellness features such as spas, yoga, fitness facilities and healthy dining. Services are often à la carte.
• Health/medical spas - offer clinical treatments under medical supervision, such as diagnostics, IV drips or longevity therapies.
• Specialized retreats - these focus on specific goals, such as yoga, meditation or fitness bootcamps. They tend to be more structured and minimalist.
Programs vary in intensity, offering 1-3 health-related sessions per day, based on guest preferences.
Pricing and stay duration
These resorts typically command premium pricing and encourage longer stays than conventional hotels. Guests typically stay 7–10 nights and bookings are often allinclusive.
• Mid-range retreats cost around USD 1,5003,000 per week, covering accommodation, meals and a set wellness itinerary.
• Luxury offerings exceed USD 5,000 per week and ultra-luxury options can reach USD 10,000+, offering private villas, bespoke programs, nutrition plans and world-class spa access.
Scale and facilities
Most health-related resorts maintain smaller footprints to enhance intimacy, with many hosting fewer than 40 rooms. Even larger operators, such as Six Senses and Four Seasons, often cap wellness-focused inventory below 100 rooms.
Key facilities typically include:
• Spa complexes (steam, hydrotherapy and massage).
• Fitness and yoga studios.
• Outdoor activities (hiking, paddleboarding and meditation gardens).
• Wellbeing workshops (nutrition, mindfulness and sleep coaching).
• Organic and detox-focused dining.
• Optional medical services (lab tests and longevity diagnostics).
The design prioritizes calm, nature and sensory comfort, often through open layouts, local materials and serene landscaping.
Leading global brands
Health-related hospitality is being shaped by a mix of dedicated operators and global hotel chains. Key players include:
• Canyon Ranch (USA) - a pioneer in immersive health retreats.
• Miraval (US, Hyatt) - offers all-inclusive escapes with a psychological wellness angle.
The rise of wellness resorts marks a significant evolution in global travel preferences, where health, mindfulness and sustainable living have become key decision drivers.
• Six Senses (global, IHG) - known for sustainable, experience-led wellness and aims to reach 60 resorts by 2030.
• COMO Shambhala (Asia-Pacific)combines a holistic approach with luxury.
• Chiva-Som (Thailand) - blends advanced wellness science with hospitality.
• Rancho La Puerta (Mexico) - offers longstanding fitness and healing retreats.
• Ananda in the Himalayas (India) - merges Ayurvedic traditions with a high-end holistic health-focused approach.
Large hotel groups are now scaling their health-related offerings. In the Middle East, wellness is increasingly embedded within luxury resort developments, often aligned with national tourism visions.
Wellness resorts in the Middle East and Africa
• Zulal Wellness Resort by Chiva-Som (Qatar) - the region’s largest holistic resort, blending traditional Arabic and Islamic medicine with modern practices.
• Six Senses Zighy Bay (Oman) - a luxury beachfront sanctuary with tailored healthrelated experiences.
• Six Senses Shaharut (Israel) - a desertbased approach built around sustainability and serenity.
• Habitas AlUla (Saudi Arabia) - naturefocused, community-driven retreat in a culturally rich setting.
In collaboration with
• Banyan Tree AlUla (Saudi Arabia)combines Arabian wellbeing traditions with luxury.
• Al Maha (UAE) - offers an immersive desert holistic health-related approach within a nature reserve.
• One&Only One Za'abeel (UAE) - features the award-winning Longevity Hub by Clinique La Prairie.
• Anantara Al Jabal Al Akhdar (Oman)offers elevated canyon views and tailored programs.
• Kuriftu Resorts (Ethiopia) - a local luxury chain blending a holistic, health-related approach with cultural design.
• Serena Hotels (East Africa) - operates wellbeing offerings across Kenya, Tanzania and Uganda.
Profitability and performance
Wellness resorts frequently outperform traditional hotels in RevPAR and profitability due to:
• Longer average stays and stronger midweek occupancy.
• Higher guest spend through all-inclusive packaging.
• Robust ancillary revenues from healthrelated services and retail.
Spa and holistic wellbeing services can contribute 30-50 percent of total revenue, compared to just 7-10 percent at standard luxury hotels. They may well have higher operational costs, such as therapists, nutritionists and related infrastructure. However, margins often fall within 15-25 percent, matching or exceeding those of traditional upscale resorts.
Potential for strong returns
The rise of wellness resorts marks a significant evolution in global travel preferences, where health, mindfulness and sustainable living have become key decision drivers. As consumers increasingly prioritize holistic wellbeing over traditional luxury, hospitality providers are responding with purpose-built environments that blend nature, culture and science to promote physical and emotional health. The segment’s impressive growth trajectory, further supported by demographic shifts and lifestyle changes, suggests this tourism segment is not a trend but a long-term transformation of the travel experience.
For developers and operators, this presents a compelling opportunity to tap into a high-yield, resilient market segment. In regions like the Middle East, where tourism diversification is a policy priority, wellnessfocused offerings can deliver strong returns, while aligning with national development goals.
hvs.com
HOW SUSTAINABILITY BECAME STRATEGY FOR MENA HOTEL DEVELOPERS
Once an add-on, sustainability now sits firmly at the top of hotel developers’ lists, forming a key part of the planning, the financing and the delivery of major projects. Nicolas Mayer, PwC Middle East partner, tourism, sports and entertainment leader, explains how regional destinations are ensuring hospitality investment dovetails with their long-term goals to build resilience and remain relevant.
Across the Middle East, hotel development is entering a new era. In this transformative phase, cultural depth, sustainability and guest experience are taking precedence over iconic skylines and brand names. Increasingly, the conversation is about how hospitality investments align with national priorities, from environmental goals to social impact and good governance.
From Saudi Arabia, Oman and Qatar to the UAE, destinations are shaping tourism projects to serve a broader purpose. Countries are today tying hospitality to national visions. And what used to be a luxury-focused sector is now also becoming a tool for inclusive and sustainable national growth.
Saudi Arabia: tourism with a purpose
In Saudi Arabia, hotel development is being used to advance cultural preservation, economic opportunity and regional equity. Projects in Al-Balad, AlUla, and Asir have been carefully curated to highlight local heritage and natural beauty. These aren’t isolated tourism zones; instead, they are part of a broader effort to reshape the national economy and narrative.
What stands out is the focus on depth. By engaging local communities, supporting entrepreneurs and creating jobs in emerging regions, the tourism sector is becoming a platform for regeneration, not just recreation. Importantly, this approach ensures that green principles are embedded in every project from conception to completion.
UAE: new destinations, new thinking In the UAE, growth is taking a more deliberate shape. National and emirate-level plans are pushing development into less saturated areas like Hatta and Al Ain. These destinations are built with care - respecting natural settings, celebrating heritage and opening up new areas to visitors.
Hospitality investments in these regions serve as magnets for wider economic activity. Small businesses, artisans, transport providers and food producers all stand to benefit when tourism is designed with them in mind. In some cases, public initiatives are helping with this connection through SME incentives, startup support and streamlined licensing.
Oman: a model of moderation
Oman has quietly championed an environmentally responsible approach for decades. Tourism here has long been tied to the landscape and cultural fabric of the country. Vision 2040 continues this approach with a focus on thoughtful development that adds value without overwhelming resources.
Smaller-scale projects, locally sourced materials and policies that keep wealth circulating within communities are the norm. Programs supporting Omani entrepreneurs, including financing tools and land access, help ensure tourism strengthens - not sidelines - local economies.
Today’s guests - particularly younger and more socially conscious ones - expect more from destinations. They want to know where their money is going, who benefits and how their experience supports the local context.
Qatar: rethinking urban tourism
Qatar’s tourism landscape is highly urbanized, but the push for environmentally responsible development is real. With the FIFA World Cup - hailed as the greenest in the tournament’s history - now in the rearview mirror, the country is doubling down on green building standards, energy-efficient systems and new models of city planning.
More interesting still is the effort to link hotel projects to other national goals: supporting creative industries, empowering small businesses and developing workforce skills. Procurement networks are being opened to local suppliers and cultural districts are being tied directly to hospitality hubs. The impact may be concentrated in Doha, but the ripple effects are broadening.
What ESG looks like in practice
Across the region, ESG isn’t just a framework – it’s being embedded in projects, policies and priorities. On the environmental side, this means energy-conscious design, water reuse systems and reduced waste. Socially, it means hiring locally, upskilling teams and respecting cultural context. Governance involves responsible sourcing, transparent development processes and listening to community voices from the start.
Another layer that’s gaining importance is the broader economic influence. Hotel projects are being asked to do more: to spark growth across supply chains, to include small businesses and to create indirect jobs. Several governments are beginning to facilitate this through publicprivate partnerships that connect developers with local producers, craftspeople and service providers.
Changing traveler expectations
Tourism markets are evolving too. Today’s guests - particularly younger and more socially conscious ones - expect more from destinations. They want to know where their money is going, who benefits and how their experience supports the local context. That shift is pushing developers to think beyond aesthetics and into meaning.
Hotels that can show they are part of something bigger - whether it’s a local employment initiative or a heritage preservation plan - are winning both guests and goodwill. This trend demonstrates how sustainability has become a competitive advantage rather than just a compliance requirement.
Finance is following impact
The capital behind hospitality is changing. More investors are applying ESG filters to their portfolios. Banks are offering green loans. And governments are prioritizing sustainable projects in their tourism campaigns and investment strategies.
Instruments such as green bonds, sustainability-linked loans and third-party certifications are helping developers structure projects that are financially viable and socially valuable. The economics are aligning with the ethics, which makes the case for ESG integration all the stronger.
Sustainability: driving different growth
Taken together, these shifts mark a broader evolution. Hotel development in the region is no longer just about drawing tourists – it’s about building national resilience. Sustainability is not something tacked on after the fact. It’s becoming part of the planning, the financing and the delivery of every major project.
The result is not only more meaningful destinations, but also a stronger foundation for long-term competitiveness. These aren’t just places to stay. They’re places that will stay relevant.
pwc.com
BUILDING MENA’S FUTURE:
40 HOTEL PROJECTS TO WATCH
From beachfront resorts and mountain retreats to city stopovers and desert oases, MENA’s hospitality project pipeline is as diverse as its many unique destinations. Our round-the-region snapshot spotlights 40 exciting projects that key hotel operators have planned for end-2025, 2026 and beyond.
ACCOR
Swissôtel Living Antalya
Located in the Liman district of Konyaaltı, Swissôtel Living Antalya will offer 60 Swissôtel living units and 153 Swissôtel Residences. Facilities will include the Pürovel Spa & Sport, while dining options
Novotel Dhahran Hotel & Residences
This managed property will offer 334 keys, comprising 216 hotel rooms and suites, and 118 apartments. Dining options will include an all-day dining restaurant, coffee shop and roof lounge,
will consist of the Swiss Gourmet, Café Swiss Restaurant, 16th Roof Bar, pool bar and lobby bar.
Opening: Q1 ,2026
Location: Antalya, Türkiye
CHEVAL COLLECTION
ENVI LODGES
ENVI Al Nakheel
Situated in the shade of thousands of palm trees, this property takes the form of a small and secluded oasis. Easy to reach from Riyadh, it will be ideally positioned for quick getaways.
Cheval Ladun Living
Taking the form of a tower featuring luxury hotel apartments, the project will be situated on King Fahd Road. Marking the first Cheval Collection project in Saudi Arabia, it will feature 130 residential
among others. The hotel will also offer a ballroom, six meeting rooms, a pool, gym and spa facilities.
Opening: Q1, 2026
Location: Dhahran, Saudi Arabia
units of 1-3 rooms, along with amenities including a gym, swimming pool and sauna.
Opening: early 2027
Location: Riyadh, Saudi Arabia
Opening: January 2026
Location: Al Ahsa, Saudi Arabia
THE LEADING GLOBAL NETWORK OF CULINARY ARTS AND HOSPITALITY MANAGEMENT INSTITUTES
CERTIFICATES & DIPLOMAS – BACHELORS & MASTERS – SHORT COURSES
Benefiting from a stunning location more than 2,000 meters above the sea, the Jabel Akhdar in north-central Oman will offer
HYATT
Hyatt Place AlUla
This first Hyatt-branded hotel in AlUla will feature 215 modern-style guest rooms, two dining venues, meeting spaces, a fitness center and a swimming pool. Positioned as a comfortable base for exploring nearby
IHG
Kimpton Dubai
Located along the Business Bay Canal, Kimpton Dubai marks the brand’s debut in the UAE. The hotel will feature 280 rooms and suites, three dining venues, a rooftop pool, a full-service spa, a state-of-the-art fitness center and seven flexible meeting spaces.
Opening: Q1, 2026
Location: Dubai, UAE
Regent Jeddah Corniche
This luxury waterfront address will be located along Jeddah’s iconic Corniche. Benefiting from sweeping Red Sea views, it is expected to offer guests high-end rooms and suites, refined dining options, wellness and spa facilities, and event spaces.
Opening: Q2, 2026
Location: Jeddah, Saudi Arabia
views of dramatic landscapes and cool air from the aptly named Green Mountain.
Opening: October 2026
Location: Oman
ENVI Al Sifah
A well hidden secret, this property will be nestled behind the mountains. Attractions include a wadi that cuts through to reveal
an impressive stretch of untouched coastline off the Gulf of Oman.
Opening: October 2026
Location: Oman
Grand Hyatt The Red Sea
This property on Shura (Coral Bloom) Island is part of the Red Sea Project. The hotel will offer a mix of suites and standard rooms, and high-end F&B venues. Amenities will range from a marina to an 18-hole championship golf course. Nearby
attractions, the hotel will feature interiors inspired by the region’s desert landscapes and heritage.
Opening: 2026
Location: AlUla, Saudi Arabia
attractions include one of the world’s largest barrier reefs and mountainous landscapes.
Opening: 2026
Location: Red Sea Project, Saudi Arabia
voco Sharjah
Guests can look forward to a refreshingly different stay when voco Sharjah opens in 2027, marking IHG's debut in the emirate. The 191-room hotel will be located near the Sharjah Golf and Shooting Club, providing convenient access to the airport. Amenities will include an all-day dining restaurant, a state-of-the-art gym, pool and spa facilities, and versatile meeting spaces.
Opening: Q3, 2027
Location: Sharjah, UAE
InterContinental Resorts Portofino
Dubai’s first InterContinental Resort will be in the Portofino themed Heart of Europe on The World Islands. It will feature 466 seaview rooms, an Italian Mediterranean design, a six-floor aquarium atrium, a rooftop garden, a marine conservation - Coral Institute, kids’ waterpark and Italian dining.
Opening: Q4, 2026
Location: Dubai, UAE
voco Jeddah North
This upscale hotel will be located adjacent to the new Jeddah airport and north corniche. It will feature 145 rooms, an outdoor pool, gym, spa with four treatment rooms, all-day dining, coffee and rooftop lounges, together with over 1,700 sqm of meeting space, including two large ballrooms.
Opening: Q3, 2026
Location: Jeddah, Saudi Arabia
InterContinental Dammam
This premium business class hotel will open its doors on Dammam’s developing corniche, which is a key part of Vision 2030’s coastal uplift. It is expected to provide upscale accommodations, extensive meeting facilities, a spa, dining outlets and easy access to the waterfront.
Opening: Q4, 2026
Location: Dammam, Saudi Arabia
Crowne Plaza Oran
This new upscale urban hotel will offer 157 rooms, business conference space, restaurants and fitness/leisure facilities, catering to both business travelers and tourists.
Opening: Q3, 2026
Location: Oran, Algeria
InterContinental Residences Abha
A serviced residence component, this property will offer 150 furnished residential units in Abha. It will be designed for extended stays, with integrated hospitality services, wellness amenities and proximity to the city’s cultural hotspots.
Opening: Q2, 2026
Location: Abha, Saudi Arabia
MARRIOTT
Moxy Al Barsha, Dubai
Located in Dubai’s Al Barsha neighborhood, this 480-room Moxy marks the brand’s UAE debut. Designed for socially and affordability-minded travelers, it will showcase the brand’s industrial-chic decor,
This safari camp is a 16-suite tented retreat situated near Fort Ikoma gate along the Great Migration route in the Serengeti. Each luxury tent features a private deck, fire pit and retractable stargazing roof. Facilities include The Boma restaurant, spa,
Sharm El Sheikh
This beachfront resort on Crowne Plaza will feature 420 rooms, a private beach, multiple pools, tennis and squash courts, spa, family and adult dining outlets, and full resort entertainment. It will also have coral reef access, making it ideal for divers.
Opening: Q3, 2026
Location: Sharm El Sheikh, Egypt
Holiday Inn Jeddah Al Naseem
This modern midscale hotel will bring IHG’s Open Lobby concept to the Al Naseem district. It will feature 222 rooms, four dining outlets, a business center, a boardroom, a fitness center, a spa and an outdoor pool.
Opening: Q3, 2026
Location: Al Naseem, Saudi Arabia
Staybridge Suites Mina Al Arab
Strategically located on Hayat Island, near InterContinental Ras Al Khaimah Resort, this 156-room property is aimed at long stay business and leisure guests. The options for guests will range from studio to two-bedroom suites, with full kitchens. There will also be a fitness center, breakfast lounge and private beach access.
Opening: Q2, 2026
Location: Ras Al Khaimah, UAE
InterContinental Oman Muscat The Sustainable City
An eco focused property in Muscat, this hotel is set within a ‘Sustainable City’ development. Consisting of 200 rooms, the hotel will have sustainability as a running theme, from green architecture, renewable energy and water conservation to wellness amenities and local cultural integration.
Opening: Q4, 2026
Location: Muscat, Oman
vibrant public spaces like Bar Moxy lobby, communal tables, buzz events and smart compact rooms.
Opening: Q4, 2025
Location: Dubai, UAE
W
Riyadh
This upcoming W Hotels property in Riyadh will tap into the brand’s signature bold, design-forward style. The hotel is expected to feature a vibrant lobby, dynamic F&B outlets and indulgent wellness experiences.
Opening: Q4, 2025
Location: Riyadh, Saudi Arabia
pool, fitness center, walking safaris, hot-air balloon flights and cultural engagement with the local community.
Opening: August 2025
Location: Tanzania
JW Marriott Mount Kenya Rhino Reserve
A luxury tented sanctuary in Solio Game Reserve near Mount Kenya, this 20unit camp will blend immersive wildlife experiences with JW’s refined amenities. These include private plunge pools, Spa by
JW, fitness center, multiple dining venues, a conservation house and boutique retail.
Opening: 2026
Location: Kenya
Aloft Ghazala Bay
This hotel will mark Aloft’s entry into Egypt. Located at Ghazala Bay, most probably in the Red Sea region, it will feature the brand’s signature vibrant, tech-savvy design
RADISSON
Radisson Blu Hotel Hail
Aiming to cater to corporate gatherings and special events, this hotel will feature 149 rooms, suites and villas. Dining options will range from an all-day dining restaurant to a pool deck and a coffee lounge, while additional amenities will include a wellness center and meeting facilities.
Opening: 2027
Location: Hail, Saudi Arabia
ROTANA
Reem Island Arjaan by Rotana
Overlooking Reem Island’s waterfront, Arjaan will offer elegantly furnished, serviced apartments with smart amenities, wellness facilities and a family-friendly design in this new vibrant new district.
and modern rooms tailored for the younger traveler. These will include loft-style communal spaces and a lively WXYZ bar with Moxy’s relaxed vibe.
NUMAJ, Autograph Collection
This 250-room boutique hotel in AlUla will be inspired by the star system Nu Ursae Majoris and traditional navigation by starlight. Designed by GioForma, NUMAJ will blend local stonework, mashrabiya patterns and sustainable features. It will
Opening: 2027
Location: Ghazala Bay, Egypt
include five dining venues, a spa, two pools, retail spaces and a lobby showcasing AlUla’s geology.
Opening: 2027
Location: AlUla, Saudi Arabia
Radisson Hotel and Apartments, Al Asha
This new hotel and apartment property will be situated in the city center of Al Ahsa. Strategically positioned, it will be located 60 km inland from the coast of the Arabian Gulf and 100 km south east from the city of Al Khobar.
Opening: 2027
Location: Al Ahsa, Saudi Arabia
Radisson RED Riyadh Diriyah
The first Radisson RED in Saudi Arabia will have 175 rooms, nine suites, a coffee and juice bar, an all-day dining restaurant and social meeting spaces, finished with bold
designs. Other amenities will include a gym, event facilities and a rooftop pool.
Opening: 2028
Location: Diriyah, Saudi Arabia
Opening: 2026
Location: Abu Dhabi, UAE
Bloom Arjaan by Rotana – Saadiyat Island
This property will take the form of stylish serviced-apartments in the Saadiyat Island vicinity. Guests will benefit from fully outfitted kitchens, green surroundings, wellness zones, proximity to the beach and cultural attractions.
Opening: 2026
Location: Abu Dhabi, UAE
Mangrove Rotana – Ras Al Khaimah
Located amid serene mangroves, the property will blend nature-inspired design with resort-style amenities, including a spa, a pool, fine dining and immersive ecoexperiences.
Edge by Rotana – Riyadh
This property will offer more than 100 contemporary rooms and suites, a rooftop pool, a wellness club, meeting spaces and
Rayhaan by Rotana – Riyadh
Planned with culturally respectful stays in mind, this property will feature comfortable rooms, halal dining, family-oriented
Edge by Rotana – Jeddah
Combining Rotana’s service framework with a unique boutique-style approach, the property will offer modern aesthetics,
Rayhaan by Rotana - Jeddah
Located along the Red Sea coast, the property promises a family-friendly, culturally attuned hotel experience with
WYNDHAM
Wyndham Garden Olaya
This new upper-midscale option will be situated in the Olaya district. It will offer modern, comfortable rooms and amenities that include a casual restaurant and lounge, fitness center and meeting spaces,
Ramada by Wyndham Mekkah Al Jumaizah
Positioned just 2 km from Masjid Al-Haram in the Ma’abada neighborhood, this 4-star hotel has been designed to serve pilgrims with
Opening: 2026
Location: Ras Al Khaimah, UAE
independent-hotel character, backed by Rotana’s system.
Opening: 2026 (tentative)
Location: Riyadh, Saudi Arabia
facilities, modern meeting spaces and warm Arabian hospitality in the capital city.
lounge areas, fitness options and local design inspirations.
comfortable guest rooms, halal restaurants, event venues and attentive service.
Al Baha Rotana
Situated in Saudi Arabia’s lush highlands with hillside views, this property will offer resort-style amenities that include a spa, a pool and dining facilities, alongside familyfocused services and authentic hospitality.
Opening: 2026-2027
Location: Riyadh, Saudi Arabia
Opening: 2027
Location: Jeddah, Saudi Arabia
Opening: 2027
Location: Jeddah, Saudi Arabia
Opening: 2026 (tentative)
Location: Al Baha, Saudi Arabia
alongside easy access to shopping, dining and the city’s attractions.
Opening: 2026
Location: Riyadh, Saudi Arabia
comfort and convenience. The property will include 347 rooms, an all-day dining outlet, a specialty restaurant and a lobby café.
Wyndham Garden Ghirnatah
Planned for the new Ghirnatah neighborhood in Riyadh, this hotel has been designed with upper-midscale travelers in mind. It will offer a blend of comfortable accommodation and practical
Opening: January 2026
Location: Makkah, Saudi Arabia
amenities, including a casual restaurant, fitness facilities and meeting rooms, and is conveniently close to key residential and commercial developments.
Opening: 2028
Location: Riyadh, Saudi Arabia
SAUDI ARABIA: A TRANSFORMATIVE JOURNEY, STEP BY STEP
Another year and Saudi Arabia has taken another step forward in the economic overhaul it has planned and funded in recent years. Oil revenues continue to decrease, falling in 2024 to 4.5 percent of real GDP. Meanwhile, non-oil industries and government activities are moving forward, with growth rates of 4.3 percent and 2.6 percent respectively, according to the kingdom’s General Authority for Statistics.
Positive economic indicators
Overall, the economy expanded by 1.3 percent in 2024, rebounding from the 0.8 percent contraction witnessed the previous year. Significantly, this increase gained
The economic indicators tell the story. The kingdom’s ambitious economic transformation is continuing at a steady pace, with non-oil growth rising, driven forward by tourism and digital services. Nada Alameddine, managing partner at Hodema Consulting Services, digs into the data to analyze the largest Gulf nation’s recent achievements and goals.
momentum through an acceleration in the fourth quarter. GDP rose 4.5 percent yearon-year (y-o-y) in Q4, marking the highest quarterly increase in two years.
These figures reflect the first effects of the authorities’ diversification efforts. Significantly, the non-oil sectors played a key role in softening the impact of declining oil prices and their volatility. Wholesale, retail, restaurants and hotels delivered the best performances, followed by financial services and insurance. At the other end of the spectrum, crude oil and natural gas activities declined by 6.4 percent. However, they still accounted for 22.3 percent of GDP.
Still, the progress of its megaprojects and, specifically, declines in foreign direct investment (FDI), remain the government’s
primary concern. Inflows fell in 2024 for a third consecutive year, prompting the country to issue debt to fulfill its short-term financing needs. The authorities have already scaled back the megacity Neom, reducing resident numbers from a planned 1.5 million to 300,000. Additionally, only 2.4 kilometers of the 170-kilometer development will now be completed by 2030.
Tapping into the digital boom
To boost its economic diversification efforts, the country has added another strategic element to its portfolio. Digital services are booming throughout the kingdom, reaching 15 percent of GDP in 2024, according to the Ministry of Communications and Information Technology. The government has thrown its weight behind data centers and AI-based initiatives, investing over SR 55 billion in the sector.
The kingdom’s data center capacity rocketed last year, increasing by 42 percent to 290.5 megawatts. In parallel, 2024 also saw the launch of the state-backed company Humain. The initiative will lead national efforts to position Saudi Arabia as a global AI hub. The number of technology jobs has also increased dramatically, reaching 381,000 in 2024. Importantly, women now make up 35 percent of the workforce, up from 7 percent in 2018. A global destination
However, tourism continues to be the cornerstone of the country’s economic diversification plans. The kingdom has invested billions in infrastructure since launching Vision 2030 nine years ago and opening its borders in 2019. Once known as a destination for religious tourists from Muslim nations, Saudi Arabia is now one of the 10 most-visited countries globally. Crucially, this major transformation has taken place in a relatively short space of time.
The kingdom registered 30 million international tourists in 2024. This figure rose to 115 million with domestic visitors added, easily surpassing the 100-million goal set in Vision 2030. However, the authorities are not standing still. Ahmed Al-Khateeb, minister of tourism, wants tourism to be the highest contributor to the economy by 2030, alongside oil. His targets, which he set out recently, include increasing international visitor numbers to 50 million.
Currently, visitors of 66 nationalities can visit the kingdom - many with electronic visas. In just a few years, the number of employees working in tourism has risen to 966,500. The sector now accounts for 7 percent of the overall workforce, up from 2 percent. Significantly, women are playing an increasingly important role across the industry.
Natural and manmade attractions
The kingdom offers a multitude of diverse attractions for visitors. Natural wonders include the spectacular mountain range of Asir, hundreds of kilometers of desert and the Red Sea. The country now boasts eight UNESCO heritage sites, all of which are of historical significance. Meanwhile, the AlUla
ruins are generating significant interest among visitors. Mainstays of the kingdom’s offering include the holy cities of Makkah and Madinah, which continue to attract millions annually.
Some sites can even be explored from the comfort of the home. A program launched in 2022 offers experiences to visitors through virtual and augmented reality technologies. Furthermore, the authorities have been working extensively to attract new potential visitors. Last year they launched three campaigns: ‘The Land is Calling,’ targeting European countries, alongside Indian and Chinese PR initiatives.
The kingdom registered 30 million international tourists in 2024. This figure rose to 115 million with domestic visitors added, easily surpassing the 100-million goal set in Vision 2030.
Lift-off for airport expansion
Increasing airport traffic capacity represents a cornerstone of this expansion. Al Hail's extension will increase its capacity so it can accommodate 2.2 million passengers. Additionally, two new projects are planned at King Salman International Airport in Riyadh and Abha. The goal is to raise capacity collectively across all airports to 330 million passengers by 2030, up from 112 million in 2023. Connectivity is also crucial, with a target set of 250 destinations. Additionally, the kingdom has announced the planned launch of two additional airlines; Riyadh Air and NEOM.
Room numbers rising fast
In terms of accommodation, hospitality capacity now stands at 476,000 units countrywide. However, Al-Khateeb wants to see this figure doubled over the next 10 years. Accor has recently signed a memorandum of understanding to seal its partnership with the Saudi Tourism Authority.
The European line already operates 45 hotels through 15 brands. It has now announced a 44-project pipeline which will bring the total number of rooms available to 28,000. Meanwhile, Hilton’s projects include 77 hotels in the country, a record, with 20 already operational.
Large-scale developments continue to take shape, including Neom’s Sindalah Island, Diriyah Gate and four resorts at The Red Sea. Red Sea Global is set to develop 16 establishments, while Amaala plans an additional 12 properties. Most of these brands belong to the high-end segment, alongside major international names now established in the kingdom. The Ministry of Tourism has therefore called for the development of more affordable accommodations to balance the offering.
A full calendar Events are key to attracting visitors all year round. Saudi Arabia has now established itself as a host of international festivals, conferences and sports competitions. On top of its yearly popular ‘Season’ festivals and a string of sports events, the kingdom is preparing to host the second Olympic Esports Games in 2027 and the FIFA World Cup in 2034. This symbolic step into the coveted club of the top sports nations could lead to long-term economic growth. Entertainment attractions, such as aqua parks and indoor game parks, are also attracting locals from across the country.
However, although these high-profile events make the headlines, religious visitors account for the vast majority of travelers. Vision 2030 is also addressing the pilgrimage experience, to make it more accessible, simple and safe. The Makkah Route initiative, for example, has proved highly popular with visitors. Fast-tracking visa issuance was used by 322,900 pilgrims in 2024, marking a steep increase from just 1,700 in 2017. The Nuuk platform also helps with planning the trip. Many new roads and trains have been put in place as well to help pilgrims travel between sites. hodema.net
CLOSER TO HOME: DOMESTIC TOURISM HAS ITS DAY
It’s official - the tourism industry has finally recovered from its darkest years. According to UN Tourism, international tourist numbers reached 1.4 billion last year, marking a full recovery from the pandemic years and breaking new records.
On the doorstep
Significantly, we know that the number of people exploring their own surroundings is especially impressive, even though exact figures remain difficult to determine. Foreign visitors are no longer hotels’ only guests. After years of travel restrictions and expensive airfare prices, many people are choosing trips closer to home. They want to explore their surroundings and many clearly favor a greener, more responsible approach to traveling.
It’s worth remembering that domestic tourism accounted for a large part of the industry’s revenue before the Covid pandemic. And the consulting firm McKinsey & Company estimates that it will represent 70 percent of the overall spending by 2030, continuing to expand in the coming years.
Tourism is undoubtedly enjoying a post-pandemic boom. However, travel patterns are changing, with a rising number of vacationers choosing to spend time nearer to where they live. Nagi Morkos, founder and managing partner at Hodema Consulting Services, shares his thoughts on how the hospitality industry can tap into this growing trend.
Keeping it local
Investors and developers have been funneling their money toward local destinations, capitalizing on people’s preference for proximity. In Europe, the most famous initiative is probably Relais & Chateaux. The French-born association has created a network of prestigious houses and mansions transformed into high-end hotels and restaurants. Located across 65 countries, these establishments share the same motto: to promote local cuisine, savoir-faire and heritage.
Significantly, the concept has also spread to different segments, with guesthouses, in particular, targeting domestic tourists. Offering visitors a warm and welcoming atmosphere, these properties have a homely feel to them, more akin to staying with a relative or friend than in a hotel. Many offer discounts or partnerships for local activities, such as hiking or visiting historical and cultural sites. Some even lend visitors bicycles.
Community-driven collaborations
In popular destinations such as Spain, the south of France and Italy, independent hotels also team up with local organizations, tourism boards and artisanal producers. Projects in wine-producing regions have proved especially popular. Back in 2001, Mexico developed and launched its own version of the concept. A project for the Ministry of Tourism, the ‘Pueblos Mágicos’ (magical villages) initiative spotlights specific towns across the country, promoting their culture, history, cuisine and crafts. The aim is to attract more visitors, especially locals, to rural areas, thereby boosting local employment and economic activity. A total of 132 localities now form part of the program.
Rediscovering gems
Domestic tourism offers great opportunities to rediscover local highlights that are sometimes considered unremarkable or not known to visitors. We are often surprised by the number of sites well worth visiting nearby, even in remote areas. Seasonal events such as festivals feature among the many attractive propositions for internal visitors. Held over spring or summer - or in winter in the Gulf – they are often easy to reach, helping attendees to avoid hefty transportation fees, which is good news for large families.
Significantly, domestic tourism also gives visitors the opportunity to avoid overcrowded destinations. Lesser-known spots can offer more relaxed settings, free from queues or the need to book restaurants in advance.
Attracting new crowds
Local tourism can also include trips to visit friends or relatives, or events like weddings that gather everyone together. Indeed, flat rentals have been riding that wave of late, enabling visitors to stay in residential areas where traditional hotels can’t be found.
Remote work has also brought with it great opportunities to travel, with the ‘workcation’ trend evidently here to stay. Digital nomads, for example, are easily able to change their surroundings. All they need is a good internet connection. Importantly, these visitors can travel off-season, at weekends and outside school holidays since closer-tohome trips are easier to organize.
Domestic tourism offers great opportunities to rediscover local highlights that are sometimes considered unremarkable or not known to visitors.
Uniqueness is business gold
Hotel chains, usually less rooted in local life, have been observing the expansion of domestic tourism. As branded concepts, they are often considered to have less individuality and fewer connections with their surroundings. Consequently, some large groups have recently begun introducing experiential travel initiatives to their portfolio, with many launched in 2025.
In December 2024, Marriott bought Postcard Cabins, formerly known as Getaway, which has 29 branches across the United States. The venture offers visitors the opportunity to stay in one of their 1,200 cozy cabins surrounded by nature. Additionally, InterContinental Hotels Group, acquired Ruby Hotels earlier this year, a German brand known for its ‘lean luxury’ concept. With 20 establishments in European cities, including Vienna, Munich and London, the brand aims to offer affordable stays in central hubs.
Meanwhile, in spring, Accor launched one of the most glamorous and original sleeping touristic experiences witnessed in recent years. Inaugurated in April, La Dolce Vita is a luxury train that travels across Italy and stops in landmarks such as Rome, Venice and Palermo. The initiative opens up exciting new travel options to local and regional audiences seeking experiential luxury close to home.
Adjusting the offer
Hotel chains have also created tailor-made marketing plans aimed at locals, such as weekend getaway packages and off-season offerings. Importantly, pricing strategies are fine-tuned, while advertising campaigns are targeted at residents of specific areas. Food is also key, with businesses recognizing that local visitors appreciate menus offering regional dishes featuring locally sourced ingredients. Sourcing produce from local providers is also a great way of sharing the financial benefits of incoming business.
Large chains now need to focus on expanding their immersive experiences and excursions to differentiate themselves from the competition. Significantly, these services have long been offered by boutique hotels. McKinsey’s report also highlights the high percentage of young people favoring domestic travel. Indeed, the consulting firm found that younger tourists take an equal number of local and foreign trips.
Budget-friendly options
In recent years, many millennial holidaymakers have developed the ‘staycation’ habit. The idea of a detox in a home - not too far away - from home holds great appeal. However, many of them are traveling on a budget. Hotel groups will therefore need to expand their range of accommodation to include low to midend to tap into the many domestic tourism opportunities available. hodema.net
MAKING WAVES: HOW BEACH CLUBS ARE REDEFINING LUXURY LEISURE
The region’s luxury hospitality landscape has undergone a quiet but significant shift in recent years. Contemporary travelers and residents aren’t looking for one-dimensional venues. Instead, they’re seeking out immersive, all-day destinations that blend food, design, relaxation and culture into one cohesive experience.
Nowhere is this transformation more evident than in today’s increasingly popular beach clubs and curated daycation concepts. Having gained real momentum during the Covid-19 pandemic, this segment has gone from strength to strength, and is now reshaping how luxury leisure is defined.
From design to delivery
What began as casual, seasonal outposts for hotel guests have evolved into some of the region’s most ambitious standalone lifestyle concepts. Significantly, efforts have been made at the latest venues to consciously blur the line between restaurant, lounge and resort experience. And this new level of intent spans both design and delivery.
At Finasi, we’ve had the privilege of executing a number of these spaces, most recently Sirene by GAIA. Located in the heart of the newly developed J1 Beach in Dubai, it’s now home to some of the UAE’s most talked-about beach club
Once simple seasonal spots for sunseekers, beach clubs have evolved into immersive, experiential daycation destinations at the forefront of premium hospitality. Designed to operate all year round and take guests from day to night, the latest concepts serve as a masterclass in how to combine elegance with robust functionality, as Ahmed A. Sultan, general manager and partner at Finasi, explains.
destinations. Designed by First Within, a UK-based interior design studio, for Fundamental Hospitality, this project is a precise representation of where the future of beach clubs is headed. High design, operational complexity and the kind of detailing typically reserved for fine dining or boutique hotels are all to the fore. And crucially, they have now been applied across every zone of the venue.
Creating destinations that flow
Sirene by GAIA spans over 42,000 square feet and includes indoor dining, poolside lounges, daybeds, private cabanas, a retail boutique and direct beachfront access. It’s not a venue that operates in parts, but rather flows as one continuous experience. Guests might arrive for a morning coffee or lunch, linger through sunset and end the evening in an entirely different part of the space. Delivering that kind of journey requires design clarity, refined materiality and seamless execution across every trade. From a fit-out perspective, it also demands integration. These projects are no longer limited to mechanical, electrical, plumbing (MEP) and finishes. Instead, they involve custom-made pergolas, landscaping, outdoor pool, kitchen build-outs and highly specific joinery. Crucially, they all need to be coordinated under tight timelines and demanding environmental conditions.
Unlike seasonal venues abroad, regional beach clubs need to be designed to operate year-round, including during our intense summers. That means integrating cooling solutions, airflow strategies and material choices that can withstand heat, humidity and salt exposure. Creating comfort, while maintaining the design’s elegance and functionality, is undoubtedly where the real challenge lies.
An all-new beach club experience
Given the complexity of these projects, execution becomes an integral part of how the guest experience is brought to life. Material transitions, airflow, ceiling integration, flooring levels and lighting angles are not just technical details - they’re emotional touchpoints. Indeed, they shape how a guest moves, relaxes and remembers the space.
At Sirene, joinery played a defining role in forming that experience, with strong references to Greece and the Mediterranean. Aged wood finishes and artisanal detailing gave the space an immediate sense of familiarity, evoking distant coastal charm. From custom-built beachside bars to concealed storage and signature seating zones, every joinery element had to align with the design narrative. At the same time, they also needed to meet hospitality-grade durability standards.
As many collaborators will know from experience, the power of partnership cannot be overstated. It’s no coincidence that many of the region’s most successful venues are the result of long-standing partnerships. Our collaboration with Fundamental Hospitality has spanned years, and projects like Sirene only deepen that relationship.
It’s also about shared understanding. At J1 Beach, timelines were non-negotiable. There were many moving parts, multiple venues launching in parallel and no margin for error. Every decision, from material sourcing to on-site sequencing, had to be made with full clarity and coordination to keep pace and quality aligned.
The robust luxury requirement
One of the misconceptions about lifestyle destinations like beach clubs is that they’re all about aesthetics. The reality is that the best are highly functional spaces. Every choice, from flooring selections to ceiling heights, affects acoustics, ventilation, service flow and even safety.
Luxury, in this context, means more than appearance. It means robustness. Surfaces will need to hold up in the summer season against salt, sand, humidity and daily highvolume use, for example. However, they will still need to feel refined. Luxury also means seamless access for staff without compromising on guest immersion. And it means value engineering, not as a costcutting tool, but as a way to protect the experience. This can be critical when lead times or budgets shift.
In collaboration with
More than passive indulgence
The rise of premium beach clubs in the region isn’t a trend - it’s a response. A response to guests who want more than passive luxury. A response to operators who want standalone destinations with multiple revenue channels. A response to developers who understand the value of creating properties people will remember and want to return to.
And finally, we believe that fit-out must evolve with this sector. It’s not enough to deliver on time - we have to deliver with agility and care.
finasi.ae
Guests might arrive for a morning coffee or lunch, linger through sunset and end the evening in an entirely different part of the space. Delivering that kind of journey requires design clarity, refined materiality and seamless execution.
Sirene by Gaia, designed by First Within and fit-out by Finasi
A CLASSIC COMEBACK: INSIDE BRITISH CUISINE’S RENAISSANCE
Brimming with dishes that showcase local, sustainably sourced ingredients, Britain’s culinary scene is enjoying a well-deserved revival. Tom Aikens, chef and proprietor at Muse, explains how inspired culinary creatives are delighting diners countrywide by reinterpreting Best-of-British classics.
British cuisine is characterized by several unique elements and historical influences that combine to set it apart from other cuisines across the globe. It tends to be less about complex sauces or elaborate preparation when compared to French and Italian cuisine, for example, and more about straightforward, comforting flavors.
Simplicity and seasonality to the fore
The emphasis is on simple, hearty ingredients, such as potatoes, root vegetables, meat - including beef, lamb and pork - fish, and dairy. Additionally, there is a focus on seasonal and locally available produce.
Importantly, Britain does so many things right at the highest level, from a great curry and the best fish and chips to gastro pub feasts and Michelin dining. Just look at Quality Chop house, one of London’s longest running establishments, which does typically British cooking exceptionally well.
Significantly, there has been increased interest in traceability and sustainability around ingredients since the Covid pandemic. People are thinking more about how what they eat affects both the planet and their own health and well-being. As a result, diners are changing the way they look at food, including thinking of it as much more than something to simply fill them up. We can see this in the huge growth in the vegetarian and vegan food segments. Consequently, we are now more in tune with the seasonality of ingredients and cooking with food that is locally sourced which is helping to support local growers and farmers.
A rich heritage
British cuisine has evolved significantly over the centuries, shaped by historical events, cultural exchanges and social changes. Initially, British food was largely influenced by the Norman conquest and medieval agriculture. Diets were based on seasonal, local ingredients, such as meat, root vegetables, grains - like barley and wheatand dairy.
During the Renaissance and Early Modern eras, the age of exploration brought new ingredients from America and Asia, including maize, spices and sugar, which were gradually incorporated into British diets. Gradually, culinary techniques became more refined, supported by improved cookbooks and more emphasis on presentation, especially in aristocratic kitchens.
The onset of urbanization during the industrial revolution greatly changed eating habits across Britain. Other contributors included the emergence of canned foods
in the early 19th century. Over time, an expanding pub culture, alongside the iconic fish and chip supper, helped to feed growing city populations. Britain also felt the influence of Indian, Caribbean, Chinese and Southeast Asian cuisines through the British Empire. Curry became popular on menus and in kitchens, for example, leading to uniquely British dishes like chicken tikka masala.
Excitingly, classic British comfort foods are today being reimagined and reinvented with premium ingredients that are grown and sourced locally.
A culinary melting pot
Today, British cuisine consists of a richly diverse and truly global blend of traditional recipes with international influences. The culinary scene across the entire UK is a melting pot of tastes, flavors and produce, helping Britain to carve a niche as a destination for a diverse and intriguing mix of food. This vibrant culinary evolution, which blends nostalgia with innovation, is exactly what we aim to showcase at Muse. However, rising interest in British food has meant more talented chefs are now working in regions throughout the UK.
British cuisine and sustainability
Sustainability is deeply entrenched in British cuisine. For example, there is a focus on utilizing every part of the vegetable through root-to-stem cooking. This practice not only elevates humble ingredients but reduces waste and promotes eco-friendly dining practices. Significantly, we’ve also witnessed rising interest in native British seafood, with consumers increasingly seeking locally sourced and sustainable options.
Other trends include rising demand among guests for unique, sensory-rich dining experiences. Consequently, interactive dining options, such as live cooking demonstrations and street food-inspired offerings, are becoming increasingly popular. This is especially true in urban areas and travel destinations.
Classic British comfort foods will always have a place in hearts and on dining tables. Excitingly, however, these dishes are today being reimagined and reinvented with premium ingredients that are grown and sourced locally. Linked to this trend, we’re seeing chefs showcasing exciting and highly individual ways of cooking. The techniques they are adopting are not only innovative but also enabling them to connect deeply with diners.
Exciting prospects
British gastronomy looks set for an exciting and dynamic future, shaped by a blend of tradition, innovation, sustainability and global influences. Interestingly, the line between fine and casual dining is blurring, with demand rising for more accessible yet refined experiences.
Nutritional awareness continues to grow and will push British gastronomy toward healthier, balanced meals without compromising on flavor. I’m a huge advocate of this trend and a firm believer that healthy dishes don’t have to be boring. Climate-conscious dining is also becoming increasingly popular, with a focus on ethical fishing and meat reduction. These shifts in consumer choices will inevitably necessitate adjustments to menus, such as including more plant-based options, for example.
Smart storytelling
Significantly, cost-of-living pressures and higher taxes are also affecting the British restaurant scene. People are understandably eating out less and cooking better meals more often at home. As a result, we can expect to see the fine dining market become even more niche and squeezed. Restaurateurs will therefore need to be more open to change and diverse in their approach to attracting customers. Communicating your story - telling customers who you are and what you stand for - is crucial. Today’s diners are looking for a more personal, immersive and thoughtprovoking experience. Remember, it’s no longer enough to only serve good food - plenty of places are doing that. You also need to showcase your personality and offer customers a truly unique experience. It’s imperative today to give diners a true sense of who you are. tomaikens.co.uk
DIGITAL TRENDS REVOLUTIONIZING HOSPITALITY
The region’s hospitality industry is approaching an exciting crossroads or coming together of the guest experience and technology. And against this backdrop, forward-thinking destinations are investing in smart tourism strategies, with savvy hoteliers following suit. Those that hesitate risk getting left behind. But the good news is that regional hubs are leading the way in this critical area, innovating rather than adapting and implementing the latest smart solutions. Here are 10 tech trends already beginning to reshape hospitality as we know it.
1 Smart rooms
Integrating Internet of Things (IoT) technology has turned traditional hotel rooms into intelligent, interactive environments. Guests at premium regional properties can now control lighting, entertainment, temperature and even curtains via voice or smartphone apps. Beyond guest satisfaction, smart rooms offer operational efficiency. Additionally, sensors can detect occupancy to reduce energy waste, while predictive maintenance alerts prevent costly equipment failures. It’s fair to say that smart infrastructure is now essential, not optional, for hotels balancing luxury with sustainability.
At a time of rapidly evolving guest expectations, keeping pace with the latest tech innovations is essential, not optional, for hospitality leaders looking to maintain a competitive edge. Lovetto Nazareth, CEO of Prism Digital, shares 10 smart trends that industry players cannot afford to ignore.
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AI-powered personalization
Artificial Intelligence (AI) is at the core of next-gen hospitality. AI-driven platforms analyze guest data, from past bookings and preferences to online behavior, and curate personalized experiences. Whether recommending spa treatments, adjusting in-room amenities or suggesting excursions, the goal is anticipation, not reaction. AI can make personalized profiles for each guest that change over time. The outcome? Improved guest loyalty and a seamless sense of care differentiate highend service in a competitive market.
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Contactless hospitality
What began as a response to the pandemic has become a guest preference. Regional hotels are increasingly offering contactless check-in/out, digital room keys, QR menus and cashless payments. Operators have realized these solutions are safer, faster and more cost-effective. Meanwhile, guests enjoy smoother arrivals and reduced wait times, while staff are freed up to deliver high-touch services that matter most, such as concierge or guest relations.
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Sustainability tech
Sustainability is a key objective for destinations in the region and hotels are adapting to align. Cutting-edge solutions help properties to lower their environmental impact without sacrificing client satisfaction. Smart thermostats, automated HVAC systems and AI-powered energy monitoring are commonplace. Similarly, LEED-certified properties are demonstrating how data-driven sustainability enhances brand credibility and bottom-line efficiency.
5 Blockchain loyalty
Traditional loyalty programs often frustrate guests with unclear rules and limited redemption options. Blockchainbased systems solve this by making loyalty points interoperable across brands and services, ensuring transparency and traceability. Imagine earning points in Dubai and using them in Singapore or with partner airlines, restaurants or even virtual experiences. Hospitality groups experimenting effectively with blockchain see it as a tool for rewards and building long-term trust and brand affinity among high-value travelers.
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Cybersecurity infrastructure
Luxury and data privacy go hand in hand. With the rise of online services, regional hotels now store vast volumes of sensitive data, from passports to credit cards to personal preferences. Cybersecurity is no longer an IT department concern - it’s a strategic priority and a non-negotiable investment. Leading hotels are implementing zerotrust architectures, staff training programs and real-time threat detection systems. As guest data becomes a high-value asset, protecting it is critical for reputation management and compliance with regulations like GDPR.
7 Immersive bookings
Before guests arrive, many want to see what they’re getting. Hotels across the Gulf are meeting this demand through Augmented Reality (AR) and Virtual Reality (VR) tools that allow immersive previews of rooms, venues and amenities. Whether showcasing a 360-degree suite tour for a wedding planner or offering a VR walkthrough of a desert resort, these tools boost conversion rates and reduce decision fatigue. This is particularly effective in high-spend segments like weddings, events and business travel.
AI-driven platforms are analyzing guest data, from past bookings and preferences to online behavior and curate personalized experiences. The goal is anticipation, not reaction. In
8 The rise of the digital nomad
The region has welcomed the global shift toward remote work, launching long-stay visas and adapting to bleisure (business/leisure) visits. Hotels are responding with co-working lounges, enhanced connectivity and flexible stay packages. Properties are transforming public areas into work-friendly zones, appealing to solo travelers and digital nomads. The new opportunity? Worklife blended hospitality that combines business, wellness and lifestyle into a single offering.
9 Data-rich revenue intelligence
Traditional revenue management systems are giving way to AI-powered platforms that analyze real-time demand signals. Think weather patterns, event calendars, airline trends and competitor pricing. This data-rich approach is enabling hotels to implement dynamic pricing strategies that optimize occupancy and Average Daily Rate (ADR). During mega-events like COP28 and Expo 2020, predictive tools helped hotels outperform benchmarks by aligning inventory with actual market shifts.
10The metaverse frontier
It may be early days, but regional hotels are increasingly beginning to explore the metaverse. Forward-thinking business leaders are looking to tap ideas in areas such as innovative branding and engagement strategies. Significantly, they are starting to experiment with NFTbased memberships, virtual concierge avatars and immersive online experiences, for example. Investment in this space is forecast to rise, accelerated by increasing numbers of younger, tech-savvy travelers expecting these services. Early adoption offers PR value and long-term positioning in a virtual economy.
Collectively, these trends reveal a shared principle and message, which is that hospitality must evolve without losing its heart. We are increasingly recognizing that technology is a tool, not a substitute, for human connection. In the Gulf region, where visitors expect both luxury and technological innovations, hoteliers will need to find that all-important balance. Meantime, the message for hospitality leaders is clear: stay agile, be data-driven and ensure guest satisfaction remains at the center of your strategy.
prism-me.com
FUNCTIONAL FOOD: THE NEW INGREDIENT FOR F&B SUCCESS
Hospitality is in the midst of a revolution rooted in wellness and health-focused innovation. Fresh from a panel debate that explored this topical issue, Christian Salloum, managing director of BrandPortunity F&B Consulting, explains why products that were once mostly found in health-food stores have now gone mainstream, from beetroot hummus to cacao-nib granola.
We should be in no doubt that wellness has become a lifestyle, not just a goal. And as part of this worldwide trend, the hospitality industry is experiencing a revolution rooted in health-focused innovation. The explosive rise of functional foods and beverages, in particular, is reshaping consumer expectations. These key products are proving to be major disruptors, redefining business models across restaurants, cafes, hotels and retail F&B.
This was the central theme of a compelling panel debate I attended recently titled ‘Ingredients to Success.’ At this insightful event, industry leaders unpacked the elements driving this seismic shift which is rapidly gaining pace. From entrepreneurs and nutritionists to chefs, brand strategists and expert advisors, the panel conveyed a clear message: the future of food is functional. Businesses that understand this will lead the next wave of hospitality excellence.
A new core for culinary strategy
Functional foods provide additional health benefits beyond basic nutrition. Think of ingredients such as probiotics for gut health, for example. Others range from nootropics for mental clarity and adaptogens for stress
relief to superfoods that boost immunity. Consumers are increasingly reaching for products that offer tangible outcomes. They want more energy, better digestion, improved sleep or enhanced mood.
And demand is no longer niche. Reports show that functional food and beverage sales are growing at a compound annual rate of 8-10 percent. The market is expected to surpass USD 300 billion globally by 2026. Hospitality operators who embed functionality into their offering are not just keeping up. They are positioning themselves for long-term success.
Crafting a winning functional brand The panel broke down what it takes to build a successful functional food brand. They concluded that four key elements are required for success in today’s market.
Consumer insight: brands must begin with a deep understanding of their target audience. Are they health-conscious millennials? Are they working professionals with high stress? Are they fitness-focused families? This clarity informs every decision. It shapes product formulation, menu design and brand messaging.
Ingredient integrity: quality matters more than ever. Consumers are savvy and skeptical. They expect clean labels, sustainable sourcing and scientific validation. Brands must be transparent and back their claims with credible data. Otherwise, they risk being seen as opportunistic rather than authentic.
Innovative formats: flexibility is key when creating products for modern living. Whether it’s on-the-go protein balls, wellness elixirs, functional lattes or adaptogen-infused desserts, the format should match today’s lifestyles. These are fast-paced and wellnessdriven. Hospitality brands that diversify their delivery formats while maintaining consistency are best positioned to scale.
Education through experience: creating awareness and engagement is crucial for positive long-term outcomes. Panelists recommended experiential marketing, in-store tastings and storytelling. These narratives should spotlight ingredient benefits and origin stories. Crucially, staff must be able to communicate stories naturally, helping to create memorable experiences that go beyond the plate.
Elevating menus
Functional foods are no longer the domain of health-food stores or wellness cafes. Upscale restaurants, boutique hotels and international F&B chains are all finding ways to integrate them into their menus. Think beetroot hummus for circulatory health, for example, or mushroom broth for immunity. And then there’s cacao-nib granola for antioxidants. The list is both exciting and extensive.
Michelin-starred chefs are also embracing this shift, introducing tasting menus that blend gastronomic delight with nutritional purpose. The key is integration, not replacement. Functional items should complement the culinary identity of the venue and enhance the overall wellness value proposition. Importantly, this approach allows establishments to maintain their brand identity while embracing wellness trends.
Wellness for sustained success
Panelists agreed that brands treating wellness as a core value rather than a trend are better positioned for results. Businesses that integrate wellness into their ethos are setting the scene for sustainable growth and long-term impact. The opportunities to share messages are broad and varied, ranging from sourcing and menu design to staff wellness programs and community engagement. This purpose-driven approach is especially attractive to Gen Z and millennial consumers, who are more likely to support and reward brands that align with their values. Think climate-friendly packaging and plant-based innovations, for example. This demographic shift represents a significant opportunity for forward-thinking hospitality businesses.
Consumers are increasingly reaching for products that offer tangible outcomes. They want more energy, better digestion, improved sleep or enhanced mood.
Cost, compliance and clarity
The opportunities are abundant; however, so are the challenges. Functional ingredients often carry a higher cost and this can impact pricing strategies. Additionally, regulatory compliance can be complex, especially when it comes to health-related claims. Education also remains a hurdle, in part because so many consumers remain unfamiliar with terms like adaptogens or prebiotics. Operators will need to master the delicate art of simplifying a message without dumbing it down to drive growth.
Collaborative opportunities
A recurring theme in the panel discussion was the value of partnerships. Functional food brands are joining forces with fitness centers, wellness resorts, nutritionists and tech platforms, among others. These exciting collaborations have many advantages, offering opportunities for operators to broaden their reach and reinforce their market position. Cross-industry synergy can also help functional F&B players enhance their credibility. Examples include co-branded wellness retreats and smoothie collaborations with wellness influencers. We are also seeing
brandportunity.com In collaboration with
the emergence of hotel minibars stocked with locally sourced functional snacks. Admittedly, the fusion of wellness and hospitality is still in its infancy. However, early adopters are giving themselves a competitive advantage.
Empowering teams
Behind every successful wellness-focused concept is a team that understands the brand’s purpose. The panel stressed the importance of training chefs, baristas, servers and marketing teams to become ambassadors of wellness. When team members grasp the functional value of ingredients and the intention behind each offering, they are better positioned to create authentic guest interactions and reinforce brand credibility. As the panel noted, today’s customers aren’t simply consuming products, they’re engaging with a philosophy and experimenting with trends. Consequently, empowering teams becomes crucial for delivering on the wellness promise and achieving targeted results.
As the hospitality industry continues to embrace wellness, functional foods and beverages offer huge potential, with the ability to deliver both impact and profit. For brands willing to invest in quality, innovation and education, the payoff is substantial. Functional F&B isn’t just about adding turmeric to a latte or protein to a pancake. It’s about redefining the role of food in our lives. As the panel noted, the most effective recipes are the ones that simultaneously nourish body, mind and brand.
HOW TO GROW YOUR HOTEL’S GOOGLE VISIBILITY THROUGH AI-POWERED VOICE SEO
In today’s digital landscape, travelers are planning their stays with simple voice commands or keywords typed into search engines. As AI-powered assistants like Siri, Alexa and Google Assistant reshape search behavior, traditional SEO strategies alone are proving insufficient. If you want your hotel to appear when users say “Find a beachfront hotel near me,” you need a comprehensive, AI-driven voice SEO strategy that drives bookings.
From keywords to conversations
The way people search has fundamentally changed. Instead of typing fragmented phrases like ‘hotel Paris 5 stars,’ users now ask complete questions like “What are the best 5-star hotels in Paris with a spa?” This shift from keyword-based to conversational queries has made voice search more intuitive, but also more complex for brands to optimize for.
Voice search is not only growing, it’s transforming how search engines rank results. Voice queries often yield a single, definitive answer, unlike traditional results, which list 10 options per page. This means that for hotels, winning that number one spot in voice search can make the difference between a fully booked season and empty rooms.
In an era of AI-enabled virtual assistants, travelers are increasingly using voice commands to search for their accommodation and make bookings. Monica E. Chikhani , managing director and founder of MEC Workshop, explores how hotels can leverage AI-driven voice SEO to attract customers and drive those all-important direct bookings.
AI-based programmatic voice SEO unpacked
AI-based programmatic voice SEO is the strategic integration of artificial intelligence (AI) and automation to improve your website’s visibility for voice-initiated searches. Rather than relying solely on manual keyword planning, AI systems analyze natural language patterns, user intent and real-time data to craft content and metadata that match how users speak, not just how they type.
This includes:
• Conversational content structuring
• Schema markup and structured data
• Real-time trend and sentiment analysis
• Voice search-friendly page speed and mobile optimization
• Predictive keyword clustering.
These technologies can be used to create custom SEO frameworks tailored to a hotel’s unique selling proposition, location and target customer behavior.
Adapting to voice search
According to Google, over 27 percent of the global online population is using voice search on mobile. For travelers who are often on the go, voice commands offer convenience, speed and personalization.
Hotels that don’t adapt risk missing out on:
• High-intent traffic: voice search users are often closer to booking, asking questions like “Where can I stay near Burj Khalifa tonight?”
• Featured snippets and answer boxes: these are often the source of voice responses and can exponentially increase visibility
• Mobile-first indexing: with mobile and voice closely intertwined, Google prioritizes mobile-optimized and voiceready websites.
Core components of AI-based programmatic voice SEO for hotels
Conversational keyword targeting: using AI tools, it’s vital to analyze how people speak when asking about hotels. Instead of ‘best hotel NYC,’ you should optimize for “Which is the best boutique hotel in NYC for a honeymoon?” for example. This approach aligns with long-tail keyword strategies and improves voice relevance.
Structured data and schema markup: Google relies on structured data to understand the context of your content. Using schema.org markup to tag key information helps voice assistants to retrieve your hotel as a top result. Focus on elements like room types, pricing, amenities and reviews.
Content optimization for questions and answers: it’s vital that content mirrors real-life queries, such as FAQ sections optimized for voice. These help Google understand that your page is a strong candidate to answer user queries, vital for voice SEO dominance.
Local SEO and business profile: hotels live and die by location-based searches. Ensure your AI strategy includes location targeting through geo-tagged content, localized keyword structures and fully optimized Google Business Profiles. These will enhance visibility on ‘near me’ searches.
Site speed and mobile optimization: voice search favors speed. If your website takes longer than three seconds to load, you're already out of the race. Choose a web development team that ensures your site is lightning-fast and mobile-first, a nonnegotiable for voice search compatibility.
AI-driven insights and adaptation: don’t settle for a web development company that sets and forgets. Using real-time analytics, media monitoring and social listening, they should be continuously optimizing campaigns based on evolving voice search trends, customer sentiment and booking behavior.
For hotels, winning that number one spot in voice search can make the difference between a fully booked season and empty rooms.
Leveraging voice-activated booking experiences
Hotels should not just be found via voice, they should convert through voice. Integrating voice search with AI-enabled chatbots and booking engines ensures a seamless path from inquiry to reservation. Imagine a user asking, “Alexa, book a pet-friendly hotel in Barcelona,” and your system auto-responds with a personalized offer and booking confirmation, all powered by AI.
Find a company that specializes in creating seamless voice-to-booking experiences that reduce friction and increase direct bookings. Voice commerce is no longer futuristic - it’s foundational.
Real-world impact: what AI voice SEO can deliver Here’s what hotels can achieve with a strategic AI programmatic voice SEO implementation:
• 20 - 40 percent increase in organic bookings
• Improved ranking for ‘near me’ and mobile voice searches
• Lowered dependency on OTAs
• Boosted conversion rates through personalized content
• Enhanced guest engagement pre- and post-booking.
In collaboration with
Through AI integration and content strategies, hospitality clients can increase organic bookings while reducing ad spend and maximizing ROI.
Google searches and beyond Voice SEO isn’t just a technical tweakit’s a transformation in how your hotel communicates with digital consumers. Partnering with a company that blends creativity with AI expertise can give you the competitive edge you need to lead in the digital era.
The hospitality industry is evolving. To remain competitive, hotels must embrace AI-based, voice-centric SEO strategies that align with how modern travelers think, search, and book. By combining natural language insights, cutting-edge technology and a customer-centric approach, your hotel can rise to the top, not just in general search results, but in spoken answers that shape traveler decisions.
Now is the time to be heard. Literally. mec.workshop.com
In today’s competitive F&B landscape, creating memorable experiences is essential to stand out. As consumer expectations evolve, businesses must innovate beyond great food to craft immersive experiences that resonate with diners long after they leave. The ‘wow factor’ now centers on storytelling, creating deeper connections that make patrons remember not just what you served, but why you served it. Here are four ways restaurants can win over customers by creating lasting impressions:
1
Themed dining experiences: these are great ways of transforming meals into unforgettable adventures, with storytelling at the center. Restaurants like Dinner in the Sky elevate dining by suspending guests 150 feet in the air, for example. In this way, restaurants are inviting diners to engage emotionally with their food. Similarly, the Medieval Times not only serves food, but transports patrons into captivating stories of knights and royalty. By immersing guests in narratives that unfold throughout the meal, the ‘dinner theater’ creates dining experiences that are as much about the journey as the food. Other ideas include adding narrative layers about the chefs who created the menu or local farmers who supplied ingredients. This storytelling approach fosters adventure and nostalgia, encouraging diners to share experiences long after leaving.
Remember, it’s not just about what you serve; it’s about the stories you tell that linger in diners’ hearts and minds.
WAYS THAT RESTAURATEURS CAN WOW AND WIN OVER CUSTOMERS
Today’s diners expect more than just great foodthey’re seeking memorable moments that leave a lasting impression. Duncan Fraser-Smith, CEO of Craft Hospitality Group, shares four ways F&B venues can turn everyday dining into storytelling-driven experiences that build loyalty and help drive long-term growth.
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Interactive food preparation stations: open counters and food prep areas offer ideal opportunities for chefs to enhance customer engagement by sharing stories behind their dishes. Sushi-making classes at establishments like Sushi Academy allow diners to roll their own sushi. However, when chefs share tales of their training in Japan or ingredient significance, the narrative gains added depth. Suddenly, simple cooking classes are transformed into memorable cultural exchanges. ‘Build-your-own’ concepts also benefit from storytelling. Brands like Chipotle share ingredient origins and highlight local farmers or sustainable practices. When diners understand the story behind their meal, they feel more connected to it.
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Menus with a backstory: incorporating seasonal and locally sourced ingredients creates storytelling opportunities that resonate with today’s customer values. ‘Farm-to-Table’ restaurants can showcase sustainability commitments by sharing ingredient journeys from farm to plate. Highlighting the people behind the dishes helps diners to appreciate their food and its origins. Additionally, changing menus seasonally provides chances to tell stories about evolving landscapes. Each season signals a new chapter, inviting guests to return and experience menu changes. This storytelling approach fosters loyalty by making diners feel welcome. They will sense that they are part of a larger narrative beyond individual visits.
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Unique beverages for customers: drinks have the ability to significantly enhance a dining experience. And unique beverages offer excellent opportunities to create a wow factor, especially when accompanied by compelling stories. The Aviary cocktail bar in Chicago, for example, is renowned for its creative drink presentations. Guests are captivated by the inspirational stories behind the cocktails on the menu. Perhaps they’ve learned something about a traditional recipe that has been passed down the generations. Or maybe they’re intrigued by the way a bar has given a classic cocktail a modern twist. Whatever the backstory, these narratives help patrons to forge an emotional connection to their beverage. Importantly, non-alcoholic and health-conscious beverage options benefit from stories that resonate with health-conscious patrons. Establishments like Kombucha Town share kombucha history and health benefits, creating narratives that appeal to people seeking healthy alternatives. Creating wow factors in the F&B industry requires creativity, innovation and a deep understanding of guest preferences. By implementing storytelling initiatives, businesses can elevate customer engagement to new heights.
Remember, it’s not just about what you serve; it’s about the stories you tell that linger in diners’ hearts and minds.
crafthospitality.group
As food culture collides with digital culture, the F&B industry is staring down the next great frontier: the internet.
Today’s most successful restaurants aren’t waiting for walk-ins - they’re generating demand long before opening night. Think creator-led launches, data-driven drops and fandom-fueled menus. Welcome to the era of digitally native hospitality, where virality trumps location and a feed-worthy brand identity matters more than fit-out design.
Fiber – the new essential
The restaurant business has always been tough. But now, the battleground has shifted. Online food delivery is forecast to reach USD 466 billion globally by 2027, with ghost kitchens alone expected to grow to USD 139.4 billion by 2028 (Statista, Euromonitor). Meanwhile, 90 percent of guests check a restaurant online before visiting. And half of Gen Z discovers new food brands via social media (OpenTable, Yelp). This means your digital presence is your storefront. Before anyone tastes your food, they’ve judged your vibe, values and visual identity, often in under 10 seconds.
A new blueprint
Traditional wisdom said: build a great restaurant, then market it. Now it’s reversed. The new F&B success formula starts with:
• Audience first, before architecture
• Digital tribe, before dining tables
• Story before service.
Take MrBeast Burger- launched entirely online and scaled to 1,000+ kitchens before a single location opened. Or Barstool Bites - a viral F&B play riding on entertainment DNA.
This isn’t just ghost kitchens. It’s a cultural shift, where hospitality brands are created like media properties.
WHY RESTAURANTS MUST GO DIGITAL-FIRST
In a world where experience, speed and storytelling define consumer choices, restaurants born from bricks are now being eclipsed by restaurants born from bandwidth. Judith Cartwright, founder at Black Coral Consulting, explains why eateries today are all about content, community and cultural equity.
Your four digital power moves To compete in today’s platform economy, restaurants must master four core digital channels:
1. Social media - according to YPulse, 93 percent of Gen Z say TikTok and Instagram influence where they dine. That means your social feed is no longer just marketing-it’s your maître d’, your menu preview and your brand film in one.
Tactic: invest in content like you invest in cutlery. Show prep. Share stories. Build in public.
2. CRM - McKinsey found brands with strong data capture see 25–40 percent higher retention and upsell. Your email list isn’t admin - it’s an asset.
Tactic: launch with a waitlist. Reward optins. Capture data before doors open.
3. Influencer collabs - influencer-led launches see 1.7x higher revenue in month one (Technomic). It’s not about paid adsit’s about partnering with people who own attention.
Tactic: co-create a signature dish. Let creators 'own' a campaign. Leverage their reach for credibility.
4. Web3 loyalty - Soho House and Starbucks are already experimenting with token-gated perks. Deloitte reports 37 percent higher engagement when loyalty is digitized and gamified.
Tactic: create early-access passes. Use NFTs to reward superfans with VIP status or experiences.
Before anyone tastes your food, they’ve judged your vibe, values and visual identity, often in under 10 seconds.
Brand is the new table setting. In 2025, a Michelin-star restaurant with no digital voice is a missed opportunity. A mid-market concept with a bold content strategy? That’s your next competitor. Accenture found 60 percent of consumers prefer brands that feel like communities. What does this mean? Don’t just serve food - serve a mission, a movement, a message.
Metrics that matter
Today’s KPIs are not reservations and table turns - they’re engagement, saves and customer acquisition cost. Think:
Legacy metric - digital metric
Covers per night - engagement per asset
Table turn time - session duration (online)
Loyalty card sign-ups - repeat open/click rate
Foot traffic - social shares, saves, DMs.
The new kid on the block won’t be backed by capital expenditure. They’ll be backed by content, community and cultural equity. This is hospitality’s digital inflection point. Let’s stop building restaurants. Let’s start building movements.
blackcoralconsulting.com
A quiet shift is unfolding. You may not see it immediately, but if you pause long enough - between the clinking of cutlery and the silence of a late kitchen - you'll feel it. The restaurant, that theater of flavor and connection, is changing.
Until recently, everything in restaurants was done by hand. Each plate bore the essence of human touch. A dish was a message. A server, the storyteller. A host, the welcome. It was deeply human.
Then the world moved faster. People wanted speed, ease and predictability. Technology listened. Machines arrived. Screens replaced menus. Robots flipped burgers. Artificial voices began taking drive-thru orders. It was efficient, smart and clean.
But somewhere along the way, something essential risked being lost: the human spirit. Rediscovering the human touch
Now we find ourselves at the dawn of what I call ‘The New Human.’ Not a rejection of machines, nor fear of change. Rather, a return to center: a reminder that technology should serve us, not replace us. This is especially relevant in restaurants, where what people truly hunger for cannot always be cooked. They crave being seen. Heard. Acknowledged. Loved.
This is the invitation for the new era: to create 'a human/machine ecosystem' where technology handles mechanics and people deliver magic.
Machines excel at repetition. They don’t get tired, forget to smile or complain. But they can’t look you in the eye and ask, “How was your day?” They won’t
EFFICIENCY VS. EMOTION:
WHY RESTAURANT LABOR IS AT A CROSSROADS
Automation may be firmly entrenched in F&B operations worldwide, but a rebalancing of the scales now appears to be underway. Mark Dickinson, of DONE! Hospitality Training Solutions believes this return to center is a timely reminder that technology should serve us - not replace us.
notice you’re celebrating an anniversary or coming from a funeral. Machines can’t intuit mood, adjust tone or offer kindness in silence. Only people can do that.
In this fast-approaching future, let machines do what they do best: measure, monitor and move. Let them track stock levels, calculate split bills or carry plates if it helps. But let humans lead the experience. Let them be trained not merely in serving, but in sensing. Let them rise - not fallwith technology.
In this fast-approaching future, let machines do what they do best: measure, monitor and move. But let humans lead the experience.
The era of the custodian
The labor of tomorrow will be less about doing and more about being. Future servers may no longer run orders from kitchen to table. Instead, they’ll become custodians of the moment - reading guests, sensing atmosphere and making tables feel like home. This is not a demotion of labor, but a promotion of humanity.
Change is required. The jobs we used to know may fade. But in their place, new roles will blossom: experience coordinators; robot supervisors; and guest ambassadors. Titles may sound unfamiliar, but at their heart, they're simply expressions of something timeless - service.
There is fear, of course. People wonder whether there will be jobs left. But this is the wrong question. The real question is: What kind of work will we choose to keep sacred? The answer lies in whatever work still requires a soul.
A labor-focused balancing act
The path forward will not be smooth. Some will rush into automation too fast. Others will resist entirely, clinging to nostalgia that no longer serves. But the wise will pause, assess and build with both hands - one human, one machine - shaping restaurants that are efficient and alive.
Leading in this time requires more than skill; it demands vision. Owners, chefs and managers must not only adopt new tools but also protect hospitality’s heart. They must ask themselves not how we can save labor, but how we can elevate it.
The restaurant of the future will not look like the past - but it can feel like it. It can feel warm. It can feel intentional. It can feel like someone truly meant for you to be there. Maybe it will be better than anything we've ever known.
In the era of the New Human, let the machines deliver the function and let people serve the feeling.
done.fyi
Luxury travel is being quietly redefined across the world. Spanning generations, today’s high-end tourists value experiences that reflect prestige and refinement, but also demonstrate integrity, cultural awareness and conscious connection to the world around them.
This shift expands the definition of luxury to include purpose, personal well-being and social responsibility. And the good news is that the Middle Eastern hospitality industry is well placed to tap into today’s changing luxury travel landscape, thanks to the region’s rich heritage, cultural offerings and natural attractions. Here are six luxury travel trends making waves right now:
1
Soft travel: this compelling trend is rooted in stillness, rest and mindful disconnection. Highlighted in 2025 by Forbes, soft travel challenges the idea that luxury means having every minute planned. Instead, it prioritizes calm, flexibility and mental well-being. Fortunately, this trend dovetails well with the natural beauty and landscapes found across many of the region’s destinations. The desert’s vastness offers silence and perspective, for example, while coastlines provide soothing rhythms ideal for reflection. Furthermore, experiences such as guided meditative walks, halotherapy in salt caves and digital detox zones in luxury suites offer guests immersive calm.
Affluent travelers are seeking deeper, more authentic interactions with the destinations they choose to visit.
SUSTAINABLE TRAVEL TRENDS ON LUXURY TRAVEL
LOVERS' CHECKLISTS RIGHT NOW
Gone are the days when luxury travel was all about opulence and indulgence. Today’s high-end travelers are instead looking for meaningful experiences that align with their values. Michael Donald, co-founder of Halo Business Consulting Ltd, highlights six luxury travel trends that are ripe for development across the region.
2
Culturally immersive experiences: affluent travelers are seeking deeper, more authentic interactions with the destinations they choose to visit. This approach resonates well with the Middle East, where rich traditions and diverse histories can be respectfully celebrated through tourism. Regional hotels can tap into the trend by offering curated experiences with local chefs, for example. Artisan-led craft workshops and personalized tours documenting a destination’s historical narrative are other options. Crucially, these events can easily be delivered within a luxury framework that feels authentic rather than perfunctory.
3
Prestige through sustainability: luxury and sustainability are no longer separate conversations. High-networth individuals are placing increasing importance on environmental and social impact. Moreover, they want to align with brands that demonstrate responsibility and authenticity without compromising on experience. Small but intentional changes can send clear messages to customers. These could include using native, droughtresistant landscaping, offering refillable water bottles and local spa products or showcasing sustainable design. Furthermore, sustainability can be embedded into the overall experience, communicated with elegance and clarity.
4
Inclusive travel: accessibility and inclusivity are gaining traction as essential elements of luxury travel. Embracing this ethos indicates an understanding that true hospitality means creating space for everyone to feel welcome and comfortable. Neurodiverse travelers, for example, seek calm, considered environments that reduce sensory overload and provide comfort through thoughtful design. Additionally, quiet zones, sensoryfriendly lighting, flexible dining options and trained staff are impactful changes that elevate guest experiences.
5
Cultural sensitivity: true hospitality honors the context in which it exists. Importantly, in the Middle East, culturally respectful tourism is a meaningful way to enrich the guest experience. Providing beautifully designed guides explaining cultural customs, offering modest attire for mosque visits and timing services to align with religious festivals reflect deeper consideration. Furthermore, such gestures improve experiences for guests while fostering understanding and connection.
6
Creating lasting value for customers: today’s visitors want their experiences to matter. Whether booking a suite or sustainability focused excursion, they want to know their presence contributes positively. This could involve sourcing produce from local farms, partnering with regional charities, investing in local training or designing low-impact activities that celebrate heritage and biodiversity. Luxury travel in the Middle East has long been aspirational. But by embracing responsible tourism, hotels can exceed expectations and offer the more fulfilling luxury that today’s visitors want. gohalo.co.uk
SMALLER, SMARTER AND SCALABLE: THE EQUIPMENT REVOLUTIONIZING COMMERCIAL KITCHENS
From multi-function units that maximise space to fryers that clean themselves overnight, professional kitchen equipment is in a transformative phase. Operators want flexible, efficient solutions and producers are innovating to meet their demands. Two industry experts spotlight the industry trends that are redefining commercial kitchen operations in today’s tech-led landscape.
GEORGES HADDAD
CEO and founder
Luminescenza
Luminescenzaconsultancy
Tech-driven
transformation
The kitchen equipment industry is evolving rapidly, driven by technological advancements and changing customer needs. Significantly, there is major growth in efficiency, safety and functionality of both small and heavy pieces. Manufacturers are developing smarter, more compact and multifunctional appliances to accommodate smaller spaces. Costs for these specific products are admittedly considered to be higher, which impacts initial project outlays. However, there is a swift return on investment due to their durability, versatility and energy efficiency benefits.
Smaller is big news
Key trends influencing the market include automation and IoT technology in appliances. This tech enables real-time monitoring and predictive maintenance, helping to lengthen the lifespan of items. Compact and modular units are becoming more popular due to the need to optimize space. Additionally, operators are choosing low water and power consumption appliances in response to green building requirements. Heavy kitchen equipment is becoming smarter, with self-cleaning, self-diagnostic and user-friendly features that reduce manpower and operator dependence. Multi-function pieces are also common sights in professional kitchens today. By enabling operators to fry, steam, boil and pressure-cook in one single unit, these useful pieces maximize operational efficiency.
Kitchen designer, consultant and managing partner
K'drei Project Development Consultants
k-drei.de
Increasing energy efficiency
Energy efficiency and automation are now the main focus of product development. These have several benefits, from boosting productivity and generating savings to aligning with global sustainability goals. Manufacturers are designing pieces that consumes less water, gas and electricity, while ensuring there is no compromise on performance. Automated controls that adjust energy usage based on workload are becoming increasingly common, especially in induction cooking equipment. Additionally, operators are routinely seeking out specific ventilation demand control systems.
Lengthening lifecycles
Sustainability is a major priority for operators spanning the entire lifecycle of kitchen appliances. Manufacturers are competing in their efforts to move toward eco-friendly materials and recyclable components. Securing energy efficiency certificates is also an increasingly important selling point to meet current project requirements. Appliances are designed to last longer and have become easier to disassemble and recycle. Importantly, today’s operators also want kit that supports zero-waste kitchen practices, like composting systems, waste monitoring schedules and inventory tools.
Adapting to new priorities
Having designed kitchens for the hospitality industry for over 30 years, I can say that what we’re seeing now is a pretty wild shift. The industry feels split between manufacturers still pushing traditional combi steamers and others sprinting ahead with smart, adaptive technology. Today’s operators want equipment that’s flexible, easy to clean and can be operated efficiently by smaller teams. In the Middle East, unique challenges include extreme heat and skyrocketing energy costs. Recently installed combi steamers literally learn from usage patterns and adapt their processes. This technology relieves kitchen teams from repetitive tasks, allowing greater focus on the craft of cooking.
All about connectivity and scalability
Three major shifts are currently shaping the market. First, everything’s connected, with appliances like combi steamers alerting operators before failures occur. Second, we're seeing more build-as-you-grow setups. Hotels might start with just a basic induction line, then add a combi steamer, for example. It’s a smart, scalable approach. The third shift is automation that helps, like fryers that clean themselves overnight.
Innovation in action
What’s exciting is that manufacturers aren’t just talking about innovation - they’re actually doing it. R&D is going into smart controls and AI, mostly because better energy efficiency means real cost savings. We’re now seeing combi steamers with AI that use 40 percent less energy. One real race is around heat management, especially for extreme climates. Producers are redesigning equipment for hot environments - better insulation, smarter cooling and adaptive controls that adjust to ambient heat. However, the biggest breakthrough is ventilation systems with CO2 sensors that adjust airflow automatically.
Game-changing, future-ready kitchens
I’m seeing three clear directions in kitchen design right now. First is all-in-one appliances that handle induction cooking, steaming and grilling in one footprint. Second is cleaning without people. We’re already installing dishwashers that run full cycles on their own. Third is mobile kitchen modules - fully functional, plug-and-play setups. In the next decade, I think we'll see commercial kitchens fully transformed by technology. Imagine AI recommending menu tweaks based on weather or guest preferences, while routine prep gets handled by robots. The change is real and it’s happening fast.
HELGE PETER PAHLKE FCSI
WHAT’S CUTTING IT ON THE KITCHEN KIT SCENE
Check out our round-up of the latest and smartest industry innovations
AGARI LOW-TEMP COOKING AND AUTOMATIC SEARING COOKER
This next-generation countertop cooker combines low-temperature precision cooking with high-heat automatic searing in one smart device. Key features include dual-action cooking and quicker speed than sous-vide, removing the need for plastic bags. Versatile and requiring minimal effort to use, the cooker also has push-button technology to keep things simple.
AGARI agarikitchen.com
DREO CHEFMAKER 2 – AIPOWERED COMBI FRYER
Innovation is to the fore in this appliance, which comprises an air fryer, sous vide and oven in one unit. The Dreo ChefMaker uses special algorithms to adjust heat application in a way that mirrors how a chef might adjust cooking methods. The appliance also showcases a sleek design.
DREO dreo.com
IQ MINIOVEN
The iQ MiniOven features 11 cooking functions with dozens of presets for a versatile performance. A DC motor enables faster cooking, while the free CHEF iQ App empowers remote control and tracking. Several accessories are included, such as a ceramic-coated baking tray, egg tray, wire rack, air fryer rack and mini glide rack.
CHEF IQ chefiq.com
KIRIN ELECTRIC SALT SPOON
The Electric Salt Spoon is a utensilshaped device designed to enhance the saltiness and umami flavors of low-sodium foods, such as soups and curries, using a mild electrical current. Developed in collaboration with the Miyashita Laboratory, the product features electrical waveform technology that makes low-sodium foods taste around 1.5 times saltier.
KIRIN HOLDINGS kirinholdings.com
SMART SOUS VIDE
The Figo Smart Sous Vide is an innovative, all-in-one countertop appliance that combines refrigeration, vacuum sealing and sous vide cooking - controlled via a smartphone app. It transforms any meal into restaurant quality, keeps food refrigerated all day, cooks it with precision and has it ready at the time of your choice.
FIGO
eatfigo.com
ANKER SOLIX EVERFROST 2 40L ELECTRIC COOLER
This electric cooler eliminates the problem of ice while maintaining temperatures from -4°F to 68°F efficiently to keep drinks frozen and food chilled. It offers even and fast frost flow cooling, dropping from 77°F to 32°F in 15 minutes. Other benefits include four recharge methods and three cooling modes for maximum versatility. ANKER ankersolix.com
EXPERTS ON WHY ARTISANAL CHOCOLATE IS HITTING THE SWEET SPOT 6
In a world where consumers are increasingly looking for premium-quality, carefully crafted products that blend the best of tradition with innovation, handmade chocolates are having their day. Six chocolatiers share their sweet secrets with HN and talk us through the latest industry trends, from tempting Taif rose infusions to the pistachio phenomenon.
MICHAEL AMANING
Artisan chocolatier
Snackat
Chef_amaning_
Controlled craftsmanship
Craft, quality and character are what define artisan chocolate and set it apart. Unlike mass-produced varieties, smallbatch production gives us full control. We use premium cacao beans, natural flavorings and ethical sourcing practices to create rich, nuanced profiles with superior texture. Each piece reflects the chocolatier’s skill, vision and commitment to sustainability. Regional influences are also key -think dates and cardamom in Middle Eastern flavors or yuzu and matcha in Asian-inspired bars.
Tradition meets innovation
Crafting exceptional chocolate means balancing time-honored techniques with bold innovation. Importantly, we stay true to classic techniques, like tempering and molding, to maintain texture and flavor. But we also introduce modern touches, such as plant-based ingredients
WALID GHAZI
Chocolatier and founder
Chocolate Creations - Dubai
Walid_Ghazi
Crafted with care
Artisan chocolate is created with care, not just for profit. Additionally, it’s about quality ingredients, hands-on techniques and passion. Each piece is unique and tells a story. Mass-produced chocolate is made fast and in huge amounts, to taste the same every time. In contrast, ours is slower, made with much more thought and to be experienced, not just eaten.
Serving up surprises
People are currently loving bold, unexpected chocolate combos, like miso caramel, yuzu or chili with fruit. But classics like pistachio, hazelnut and sea salt caramel will always win hearts. It’s less about being trendy and more about making flavors that feel authentic,
complete with an element of surprise. Sustainability is another big issue; people care where their chocolate comes from. Low sugar, plant-based and clean-label chocolates are also current talking points.
Sharing stories
I make it a point to retain the basics that make chocolate great, but I like to add my own twist. Sometimes it’s a new flavor, a fun texture or a different way of presenting the chocolate. But what stands out most is the story. People want to know who made the chocolate, where the beans came from and why it’s special. It’s not just offering them chocolate - it’s making a real connection.
and superfoods, alongside striking flavor pairings. Investing in top-tier machinery for precision is crucial. However, creativity and the creator’s touch are always our priorities. This allows us to celebrate tradition, while producing chocolate that feels fresh and exciting.
A bespoke, personalized future Unexpected and nostalgic flavors like kunafa and baklava are gaining popularity. Single-origin chocolates are also proving popular for their purity and distinct cacao notes. The industry is leaning toward bean-to-bar transparency, sustainable sourcing and health-forward options like chocolates with adaptogens. Bespoke flavors, personalized packaging and immersive tasting experiences are among the trends we believe will shape the next chapter of our craft.
ANTHONY GEMAYEL
Executive pastry chef chefanthonygemayel
Flavorful creativity
Several elements distinguish artisan chocolates from other varieties. However, the main difference is that they are handmade in small batches using highquality ingredients, such as fine cocoa from ethically sourced farms. It’s also important to note that unlike factory-made chocolates, they contain no artificial flavors or preservatives. Each piece is carefully crafted by expert chocolatiers who focus on taste, texture and elegant design. In Dubai, where people value luxury and unique experiences, handcrafted chocolates often include creative flavours like spices, floral infusions and local ingredients.
Adding aromatic depth
Lovers of top-quality chocolate are currently raving about pistachio-filled ‘Dubai chocolate,’ layered with creamy pistachio, shredded phyllo and milk chocolate.
Additionally, botanical and floral infusions like lavender, hibiscus, rose, cardamom, saffron and sumac are bringing elegant, aromatic depth. We’re also seeing exotic spice and heat blends - think chilli, turmeric, ginger and black garlic- paired with chocolate for bold warmth and complexity.
Inspired ideas
The artisan chocolate scene in the UAE is full of exciting ideas. Eye-catching designs such as chocolates shaped like fruits with gold touches and Dubai-inspired gems are among the unique trends. Brands are embracing sustainability through the use of QR codes, eco-friendly packaging and direct connections to cocoa farmers on one end and consumers on the other. There’s also a rise in plant-based options made with oat or almond milk, along with healthy extras like probiotics and ashwagandha.
Artisan chocolatier and co-owner
Hoda et chocolat hodaetchocolat
Room to experiment
Artisan chocolates are defined by quality, craftsmanship and storytelling. They typically feature high-quality ingredients, often single-origin or fair trade, and involve handcrafted processes, from tempering to molding. Small-batch production allows for experimentation and freshness, while avoiding the need for artificial preservatives or additives. Mass-produced chocolates, by contrast, prioritize cost-efficiency, long shelf life and consistency over nuance and authenticity.
A fusion of flavors
Currently, fermented and locally foraged ingredients are trending. Black sesame and caramel provide inspired twists, while Habaq mint ganache offers depth and sweetness. Regionally, we’ve noticed that Taif rose and cardamom blends
CEO and artisan chocolatier
This is Chocolate SAL byadrianyounes
Step by step by hand
Artisan chocolates are mainly handmade, unlike mass production, which is done by machines. This applies to all parts of the process, from tempering and molding to dipping and wrapping. As true chocolatiers, we even make the filling from scratch and won’t use preservatives to keep the flavors intact. This handmade approach allows for greater flexibility and adaptation compared to larger-scale supply chains.
Quality
over trends
Pistachio is taking the world by storm right now, although of course, we’ve been using this ingredient for ages in Lebanon! The current craze is an example of social media success on a huge scale! Oriental
and Asian flavors like matcha, yuzu and sesame are also current talking points. Others include the chocolate plank you crack with a hammer or frozen fruit dipped in chocolate. However, while trends come and go, I believe that good quality chocolate and well-balanced flavors are what will ultimately stand the test of time.
Maintaining momentum
Since joining my mother, Hoda, in the business 10 years ago, my main focus has been balancing innovation with tradition. It’s essential to keep quality front and center of our craft. However, innovating is what keeps the industry moving forward. We constantly have to revisit what we’re doing to maintain that momentum.
are especially popular in Middle Eastern handmade chocolates. Other on-trend varieties include hibiscus raspberry ganache, which adds a fruity-herby flavor. Meanwhile, single-origin cacao with cocoa nibs is all about celebrating the terroir and allowing the flavor to shine through.
Contemporary twists
Chocolate-making as a craft is admittedly a balancing act. The key is to respect the roots while reimagining the future. I believe it’s essential to master the classic techniques, like tempering, enrobing and ganache-crafting, before experimenting. There is certainly plenty of potential for creativity, like taking typical Saudi elements - dates, saffron and Arabic coffee, for example - and using them in contemporary formats. It’s also important to listen to feedback from customers about their preferences.
Painstaking precision
Artisan chocolate is crafted, not manufactured. It starts with real couverture chocolate and is shaped with care, technique and purpose. Our signature domes and cage-like spheres are designed with architectural precision, for example. Each one is finished with unique textures and surfaces. We only work with real couverture chocolate, sourced from trusted producers like Callebaut, to ensure purity, consistency and excellence.
Tropical temptations
Passion fruit and mango have become a signature combination, especially during the summer season. Their tropical brightness contrasts beautifully with the richness of real Belgian chocolate. This duo has been a customer favorite for over two years now, featured in our best-selling
ROAA SAUD SABER
Chocolatier, founder and CEO Feionkah Chocolate roaasaber
bonbons, chocolate bars and dessert creations. The sweet-sour blend brings balance, color and energy to chocolate, and resonates with customers looking for something refreshing and indulgent.
Experiential indulgence
One trend gaining momentum is designdriven chocolate. These are creations that offer not just taste, but form, structure and story. We are proud to be pushing boundaries in this field, designing and producing our own chocolate molds, inspired by architecture, nature and everyday materials. Additionally, the industry is shifting toward experiential chocolate, where the product surprises, provokes and even challenges expectations. People today want chocolate that they can not only eat but also explore.
ADRIAN P. YOUNES
MONA SALAMÉ
GOLD SNICKER
The iconic Snickers has certainly stood the test of time since it hit the market almost 100 years ago. And now the experts at Chocolate Academy have given this classic candy bar the ultimate upgrade, transforming it into decadent spheres, complete with a gold powder dusting. Here’s to indulgent interpretations!
Ingredients
Peanut praline
15 g peanut oil
300 g peanuts
180 g sugar
50 g water
¼ vanilla pod (authentic product)
Q.S. (as much as is needed) gold powder
Q.S. Callebaut Milk Chocolate - 823
Vanilla caramel
100 g sugar
145 g 35% even cream
¼ vanilla pod (authentic product)
100g Callebaut Milk Chocolate - 823
Preparation
For the peanut praline:
Preheat the peanuts and grind them with oil. Spread out and allow to cool.
Heat the sugar, water and vanilla to form a caramel. Brush the gold powder into molds. Add the Callebaut Milk Chocolate - 823 and allow to set.
Fill with the caramel and crystallize. Add the praline and crystallize.
For the vanilla caramel:
Caramelize the sugar.
Deglaze with boiled cream and vanilla. Add the Callebaut Milk Chocolate – 823. Mix and homogenize. Store in a fridge.
3 TEA EXPERTS ON WHY THE MATCHA MOVEMENT IS HERE TO STAY
Ask any bartender, cafe owner, mixologist or barista and they’ll tell you that matcha constantly features on their lists of indemand ingredients. Rooted in Japan and well on the way to becoming a global phenomenon, this powdered green tea is now also causing a stir across regional markets, featuring in everything from rose-cardamom iced drinks to matchainfused dates. Here, three industry professionals explain why matcha is much more than just a passing fad.
IRINA SHARIPOVA Founder and CEO
Sharipova
Coffee sharipova.coffee
Contemporary appeal
Matcha has evolved from its early days of a trend to a full-blown movement. Today it is a lifestyle choice - and, importantly, an Instagrammable one - that resonates with modern consumers. Crucially, it offers a natural energy boost without the crash. It is also rich in antioxidants and has a deeply rooted ritual appeal. Beyond the aesthetics, this in-demand ingredient aligns with the global shift toward mindful living, clean energy and holistic health.
Creative combinations
We’re witnessing an explosion of creativity around matcha across the world, with experts creating their own unique combinations. In Southeast Asia, experts are serving it in sesame varieties and salted coconut lattes with mochi on the side. At the same time, in Dubai, we’re experimenting with saffron matcha and rose-cardamom iced versions that suit local palates. Floral, savory and even spicy varieties are making their way onto menus. The idea is to blend traditional Japanese roots with local flavor profiles and it’s working beautifully.
A learning experience
It’s important to remember that matcha remains a relatively new discovery for many, meaning there is still a lot to learn. This is especially true when it comes to quality. There is a big difference between culinary-grade and ceremonial-grade products, for example. Ceremonial-grade varieties are made from the youngest, most tender leaves, stone-ground to perfection. Unsurprisingly, these are smoother, brighter and more nuanced in flavor.
More than just a drink
More broadly, we’re seeing a clear evolution of tea into a wellness lifestyle. Consumers are becoming more curious and intentional when making their choices. For example, fermented teas like kombucha and pu-erh are gaining momentum for their gut-health benefits, while rare oolongs and floral blends are making tea rituals feel luxurious and grounded. In both cafes and retail, there’s a noticeable shift from how teas are regarded. While in the past, many consumers viewed them as ‘just a drink,’ they are now increasingly seen as ‘a daily moment of nourishment.’ Significantly, origin, fermentation method and mood-enhancing qualities are becoming more important. This trend is particularly strong in the Middle East, where consumers appreciate the ceremonial aspects of tea preparation.
ANDREW TOLLEY
Knowledge curator
Coffee Knowledge Hub coffeeknowledgehub
A versatile offering
The explosion of interest in tea stems from a macro trend in health and well-being. Tea has stimulating effects that both awaken and calm us, while also providing antioxidants. Some fermented teas are said to be lower in caffeine and beneficial for gut health, while botanical infusions offer a range of claimed benefits. Importantly, consumers are also attracted by the traditions and rituals associated with teas. The globalization of tea through new formats and experiences has also played its part. Varieties like bubble tea, for example, are serving as a gateway for people to explore richer styles, flavors, cultures and traditions.
Matcha’s multiple benefits
Matcha has mass appeal for three key reasons. First, it is perceived as being healthy due to its antioxidant content and stimulating effects from caffeine and theanine. Second, it offers versatility as an ingredient. For example, it can be enjoyed hot or cold, with water, dairy or plantbased milks, and combined with other ingredients like strawberry or ube. And finally, it is experiential, ideal at both formal tea ceremonies and in casual cafe settings. In this respect, its attractive green color also makes it popular for sharing on social media.
Wide-ranging health benefits
The world’s obsession with matcha can be attributed to its impressive health profile. Importantly, it is rich in antioxidants which help protect against cell damage and reduce inflammation. Additionally, it’s also believed to support liver health, improve brain function and boost heart health. Alongside these benefits, it is thought that this key ingredient may assist with weight management and help improve focus and mental clarity. Collectively, these factors make it an appealing choice for today’s health-conscious consumers, many of whom are looking for functional beverages.
Demand outstripping supply
Its versatility means that matcha can be used in a wide range of offerings, from traditional, ceremonial teas and on-trend lattes to smoothies and desserts. This adaptability has helped to drive up global demand for products featuring it as an ingredient. Indeed, Japan, the traditional production hub, is currently facing shortages, despite record production levels. This situation reaffirms matcha’s soaring popularity worldwide.
Hot to cold, indulgent to healthy
One key benefit of matcha is the limitless opportunities it offers for developing different drinks. Initially, my advice is to consider what your customers want - hot or cold, for example, indulgent and sweet or healthy and bitter. Then, think about aspects such as taste balance, mouthfeel, supplements and appearance. This ingredient has a natural bitterness which offsets sweet additives like sugars, syrups and fruit purees. Dairy or non-dairy milks can also be used to reduce bitterness. The possibilities for experimenting with texture are also numerous, from cold and hot foams to whisking and shaking over ice.
A
premium ingredient
The business opportunities for matcha are significant since these drinks command higher price points. However, possible supply issues create risks of lower quality ingredient substitutions. The link to health and wellbeing remains an important attribute, so organic certifications and higher qualities will command premiums when associated with healthy living.
Regional varieties gaining pace
Matcha is evolving rapidly on a regional level, driven by increasing demand for healthfocused offerings and wellness trends. In 2023, the matcha market in the Middle East and Africa generated approximately USD 86.1 million in revenue. Forecasts suggest it will reach USD 110.7 million by 2030, representing a compound annual growth rate of 3.6 percent. Excitingly, local brands are now experimenting with regional twists like matcha-infused dates or cardamomdusted matcha desserts. Other developments include specialty cafés in Dubai, Abu Dhabi and Riyadh offering matcha lattes alongside traditional karak chai.
A wealth of possibilities
Experts are getting creative by incorporating matcha into various unique and attractive drinks. Classic matcha lattes remain timeless favorites, while other mocha latte varieties combine it with chocolate for decadent treats. Cinnamon latte options add warmth to balance its earthiness, while honey cinnamon variations provide sweet and spicy morning boosts. Refreshing options include matcha lemonade, where creatives are putting zesty lemon with it for revitalizing drinks, while iced latte alternatives with cold foam offer creamy refreshment. Meanwhile, bar lists now include mojitos with mint and lime, gin tonics and vodka cocktails all with matcha.
AYMAN ZAYOUR
Beverage director and managing partner
Mii-Yao and Maracai ayman_zayour
ON THE MARKET
A round-up of what’s new and causing a buzz on the region’s hospitality scene.
GLUTEN-FREE LOOPDY-LOOS
Wholesome, gluten-free cavatappi pasta made from nutrient-rich ingredients. Firm texture, delicious flavor and a 5-star rating - ideal for sauces or standalone meals. goodles.com
KOATJI OAT MILK
Organic, additive-free oat milk developed by chefs and baristas. Naturally sweet, foamable and fermented with koji for enhanced flavor digestion and versatility. koatji.com
EGMONT PURE NEW ZEALAND HONEY
The product is a natural, velvety caramel honey, gently creamed for a smooth texture and versatile use. Furthermore, as a natural sweetener, it offers a healthy alternative to refined sugar and can enhance both sweet and savory dishes. egmont_honey
PASTA ROMA GLUTEN-FREE
Gluten-free, low FODMAP pasta made from corn and rice using traditional Italian methods. Bronze-die cut for texture and authentic flavor. Allergen-friendly and digestible. pastaroma.com.au
ASAHI LIKE MILK
Japan’s first yeast-derived milk alternative - free from 28 allergens, lower in fat and nutritionally comparable to dairy. Mild, clean flavor for sensitive diets. asahi-like.com
SCOTTISH BEE HONEY CHOCOLATE SPREAD
This new chocolate spread combines Fairtrade chocolate, ethically sourced Scottish milk and butter, and a generous amount of sublime Scottish blossom honey. Featuring ethically sourced dark chocolate, pure honey, Scottish sea salt, milk and butter, this jar delivers a guilt-free indulgence. It offers an exquisite blend of sweetness and richness, complemented by a touch of salty perfection. Moreover, it elevates the snacking experience, making it a perfect treat for any occasion. beecompany.com.tr
MILK50
DairyPure’s Milk50 offers 50 calories, 75 percent less sugar and 9g protein per serving. Available in original, vanilla and chocolate flavors. dfamilk.com
ECLIPSE PLANT-BASED WHOLE MILK
Made from peas and chickpeas, Eclipse’s plant-based milk mimics dairy’s texture, flavor and foamability. Ideal for cafés and food service.
eclipsefoods.com
BEEYOND RAW HONEY
Introducing RAW – pure, unheated, untreated, unpasteurized and unprocessed. Its raw state means that all essential vitamins, enzymes and nutrients are preserved, delivering natural health benefits. Sourced directly from backyard hives, this honey is raw and unfiltered, with only limited excess taken, leaving the rest for the bees. Consumers get to enjoy its pure goodness, complete with nature’s finest nutrients.
beeyondhoney.org
FOR THE SECOND TIME
FACT NO. 1: 100% OF OUR COCOA COMES FROM A PARTNERSHIP WITH AN AVERAGE TERM OF MORE THAN 8 YEARS. Why is that game-changing? Because these long-term commitments, agreed on a case-by-case basis with each of our partners, give cocoa producers security by guaranteeing fixed prices, minimum purchase quantities or even zero-interest advance funding. These conditions enable them to look to the future with confidence and benefit from a stable income, which is not commonplace in our industry.
