Hospitality News ME # 155 (November - December - January)

EDITORIAL

Managing director Joumana Dammous-Salamé Publication manager Randa Dammous-Pharaon Editorial manager Rita Ghantous Sub-editor Miriam Dunn Account managers Maha El-Khoury, Josette Hikri advertise@hospitalitynewsmag.com Subscription executives Houayda Haddad-Roumman, Mirna Maroun subscribe@hospitalitynewsmag.com Circulation coordinator Rita Nohra-Kejijian Graphic designer Ibrahim Kastoun To advertise advertise@hospitalitynewsmag.com Published by Hospitality Services LEBANON Dekwaneh Tel: +961 1 480081 UAE HSME Tel: +971 585848018 info@hospitalitynewsmag.com www.hospitalitynewsmag.com 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.

We welcome views on any subject relevant to the hospitality industry, but request that letters be short and to the point. The editor reserves the right to select and edit letters.

Hospitality News ME is distributed to trade professionals in the catering and lodging industry in the Middle East.

THE NEW GENERATION’S ROLE IN HOSPITALITY Amine Moukarzel, founder and president of Flamingo Hospitality, Golden Tulip MENA/Louvre Hotels Group, explains why the next wave of professionals will be central to the industry’s growth and development.

Hospitality has become one of the most dynamic sectors worldwide, surpassing even the technology industry in employment and GDP contribution. Across the region, it plays a pivotal role in shaping both local economies and international perceptions.

A pivotal part to play Today, hospitality is more than a business; it’s a lifestyle, a discipline and a platform for growth. For the new generation of professionals, it offers unique opportunities to lead and influence. International hotel chains now serve as global ambassadors, promoting cities and countries across the world. In a hyperconnected era, mobility has taken on new meaning. Young executives frequently travel for business, often crossing borders within a day, reshaping service standards and expectations.

Transforming through tech Artificial intelligence (AI) has further accelerated innovation. Young professionals are driving its integration to enhance efficiency, personalize guest experiences and support strategic planning, helping to build a smarter, more agile industry.

Beyond service, hospitality influences several other sectors, from infrastructure and interior design to talent development. These interconnections fuel growth, and with continued investment in technology and people, the industry will become even more efficient, accessible and impactful.

Hospitality is also a key contributor to national GDPs. Gulf Cooperation Council (GCC) countries and other Arab nations have invested heavily in positioning themselves as global tourism hubs. Sustainability and diversification are now top priorities.

Prioritizing education and training Hospitality education has also grown significantly. From a single hotel school in Lebanon in the 1970s, institutions have emerged across the region, laying the foundation for a skilled, multilingual workforce. Education and training remain essential, since as we know, people are the most valuable asset in any organization.

The hospitality industry sits at the crossroads of economic development, cultural exchange and technological progress. With sustained investment and a focus on excellence, hospitality will remain a cornerstone of development for years to come.

AMINE E. MOUKARZEL Ph. D Founder and president of Flamingo Hospitality, Golden Tulip MENA/Louvre Hotels Group, MENA Partners

ALWAYS IN OUR HEARTS We must increase awareness about the importance of empowering tomorrow’s talent and developing the creative and innovative potential of young people throughout the education and training sector.

EDUCATING THE HOSPITALITY PROFESSIONALS OF TOMORROW Nouhad Dammous (May 2019) Late editor-in-chief Docteur Honoris Causa Scan to read his book

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In this issue NOV 2025 - JAN 2026

HORECA NETWORK 10 12 13

HORECA Jordan: 10th anniversary edition review

14

Industry excellence and innovation on the agenda at HORECA Kuwait

HORECA Riyadh to span 40,000 sqm

A sweet return for Salon du Chocolat et de la Pâtisserie Riyadh

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HORECA Jordan

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SDCP Dubai

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Stephan Schupbach

EVENTS SEEN AND HEARD 16 18 20 22 23 24

Salon du Chocolat et de la Pâtisserie Dubai scales new heights in 2025 High spirits at Whisky Live Beirut 2025 Lebanese Industry Expo showcases the nation’s industrial strength FHS World delivers powerhouse program to mark milestone summit Gulfood Manufacturing 2025 celebrates biggest and most diverse edition to date Jordan International Food Festival 2025 spotlights universal language of gastronomy

WHERE TO BE SEEN 25

Calendar: 2026 trade shows around the world

BUSINESS INTERVIEW 26

Stephan Schupbach on Chedi Hospitality’s unbound approach to luxury hospitality

OPINION 28

3 smart hospitality investment strategies

INFLUENCERS 30

Late night storytelling: 7 entrepreneurs on nightlife’s new era

LODGING 38

Building hotel brands with purpose

COUNTRY REPORT 40

Egypt: navigating a robust recovery

ARCHITECTURE 42

Designing hotels with art and hospitality

TRENDS 44

Innovation meets artistry: 7 trends redefining food design

48

The future for food service tech and a human touch

F&B MARKETING 50

7 secret marketing tactics of busy restaurateurs

TECHNOLOGY 52

Intelligent integration 3 technologies transforming hospitality sales

EYE ON BRAZIL 54

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A culinary carnival

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L E T’ S CU LT IVAT E TAL ENT S "WHERE CHOCOLATE EXCELLENCE MEETS GLOBAL INSPIRATION" L’École Valrhona Dubai

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Special report: EDUCATION 58 60 62 64 66 68 70 72

Why skills will define the GCC’s hospitality advantage Hospitality training: tourism’s smartest investment Why all-round hospitality training needs a touch of theater A time for future-ready hospitality Starry futures: training for Michelin excellence How to serve up a complete culinary education Education with purpose: the gateway to careers in hospitality Teaching in a time of transformation

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Education

76

Human Resources

84

Beverage

SOLUTIONS MANAGEMENT 74

5 ways to crack the Gen Z code

HUMAN RESOURCES 76

How to lead teams with EI and AI

78

6 ways to help fix the food waste crisis

GREEN

PRODUCT ZONE EQUIPMENT 80

Packaging trends unwrapped

82

The healthy food trends shaping 2026

84

From grape to global stage: 3 experts uncork Lebanon’s wine industry

FOOD BEVERAGE

ON THE MARKET 86

New products

CHOCOMANIA 87

Ruberry cake

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HOSPITALITYNEWSMAG.COM HospitalityNewsME

@Hospitality_Mag

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Coming issue FEB - APR 2026 • Special report Franchising • Influencers Restaurateurs • Technology Voice AI drive-thrus • Food Meat & Poultry • Beverage Alcohol-free spirits/sophisticated ‘Mocktails’

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Advertorial

SOURDOUGH BAKERY AND CAFE

SLOW FERMENTATION MEETS A FAST-PACED WORLD Sourdough Bakery and Café has carved a space for a different rhythm. It is a place shaped as much by craft as by community, a cafe where slow fermentation and warm hospitality find their balance in a city that rarely stands still.

Founded by Mohamad Kreidly, who brought home the sensibilities of San Francisco’s sourdough culture, Sourdough has grown quietly, steadily and with intention. It is not trying to reinvent the wheel; it is simply choosing to respect it through timehonored techniques, thoughtful sourcing and an atmosphere that encourages people to linger rather than rush.

More than bread: a way of working At Sourdough, fermentation is more than a method, it is the framework for how things are made. Each loaf begins days before baking, shaped by patient feeding, long rests and a respect for ingredients that do not like to be hurried. The result is an approach to food that values how it leaves you feeling.

“We have always believed food should be honest and uplifting,” said Kreidly. “The table becomes a better place when what is on it is made with care.”

This philosophy carries through the cafe menu, where dishes are built around dough that is expressive yet understated, supporting each component rather than overpowering it. The flavors lean layered, not loud; familiar, yet considered.

What began as a bakery has gradually become a gathering point for those who value food with substance and a cafe culture that encourages presence.

Coffee with its own identity If the bread anchors the space, the coffee deepens its character. Sourdough partners with SUCASU Coffee Collective to roast small-batch house blends from specialty beans sourced from Ethiopia, Colombia and Brazil. The roasting process is handled with the same patience and precision that define the bakery, using carefully measured heat, profile control and sensory cupping to highlight each origin’s natural character. It is a quiet craft that mirrors the discipline of fermentation and brings a level of intention guests can taste in every cup.

Through training and expert guidance from SUCASCU, Sourdough built its roasting independence, creating a coffee bar that feels intentionally unhurried, a place where someone can take a moment for a flat white or settle into the ritual of a V60. Over time, the baristas learn about their regulars, what they like and what they do not, and the pastry they are likely to pair with it next.

A space reserved for people with depth The interior speaks softly; warm materials, clean lines and the unmistakable scent of fresh bread. But the heart of the place is the people who fill it. Some come for a croissant and find themselves in an hourlong conversation. Others work quietly in a corner. Families stop by for simple breakfasts that feel familiar. Couples share a piece of toast, a cinnamon roll and a seat by the window. It is a space that feels lived in and welcomes people without effort.

The strength of a local brand At a time when franchises dominate the cafe landscape, Sourdough has taken a different path. Its growth is rooted in local identity rather than imported formulas. The brand reflects the rhythms of its community, the farmers it sources from, the bakers and baristas it trains, and the tastes that evolve with its guests. There is value in a concept that grows from the ground it stands on, not from a handbook. Sourdough’s authenticity comes from being shaped here rather than borrowed from elsewhere.

Feel-good food The menu is designed around the idea that bread should not be an accessory. Each dish begins with the character of a specific loaf.

A tangy club made with country sourdough, a soft brioche egg sando or smoked beef on seeded multigrain. Toppings, spreads and proteins are chosen to complement the dough’s texture and flavor, creating plates that feel balanced and nourishing. It is feel-good food in the literal sense, built on honest creativity and ingredients that work together rather than scream for attention.

A gentle shift toward something bigger What began as a bakery has gradually become a gathering point for those who value food with substance and a cafe culture that encourages presence. There is no manifesto and no trend-chasing, just the quiet invitation to enjoy things made with time and intention. In times of crowded concepts, Sourdough reminds us that some things become meaningfully profound because they are not rushed. sourdough.me

Overview of Standalone Group Since its founding in 2017, Standalone Group has built a reputation for creating distinctive nightlife and dining experiences across key regional destinations. With a portfolio that spans SPINE, ELSE, and ANU in Beirut, and HIDE in Doha, the group has successfully set new benchmarks in hospitality innovation.

Today, the spotlight turns to Lagos, one of Africa’s fastest-growing cultural and economic hubs.

Driven by a dynamic young population and an evolving luxury hospitality landscape, Lagos has emerged as one of the most promising markets for elevated nightlife experiences. Standalone Group recognized this momentum early on, introducing two of its most ambitious concepts to date: Mr. Panther is a vibrant, high-energy destination redefining nightlife through a seductive, avant-garde dining experience. An atmosphere of opulence and allure, where design, energy, and emotion blend to create a cultural touchpoint in the city.

Guestlist, an invite-only, hidden after-hours space opening in November 2025, designed for Lagos’ tastemakers.

Operating from 3 AM to 6 AM, it embodies the group’s ethos of exclusivity and storytelling through experience.

This expansion aligns with the surge in luxury F&B investments across Lagos, positioning Standalone Group as one of the first international hospitality companies to build a strong, long-term footprint in the market.

Technology Meets Hospitality Central to this growth is the Standalone Group App — the first platform of its kind in the Middle East and Africa. It allows guests to seamlessly book, explore, and engage with every venue in the group’s portfolio, integrating technology with personalized hospitality.

New Horizons

Beyond Lagos, Standalone continues to scale globally with upcoming launches in Doha:

LOST CALL A beachfront venue inspired by 1980s Miami, blending nostalgic dining and drinks in a retroluxe setting.

SEEK A day-to-night concept that evolves from a refined lunch atmosphere into a vibrant evening destination.

Leadership Name: Salim Ghanem Title: CEO Company: Standalone Group Website: www.standalone-group.com Instagram: @standalonegroup

HORECA NETWORK

REVIEW

HORECA JORDAN CELEBRATES 10TH ANNIVERSARY EDITION HORECA Jordan drew to a close on September 18, 2025, at Mecca Mall, Jordan International Exhibition Center in Amman, concluding a highly successful and varied three-day program.

This year’s gathering marked the 10th edition of the annual hospitality showcase - a milestone reflected in the impressive numbers of attendees and exhibitors.

Indeed, the renowned hospitality and foodservice trade event welcomed some 16,500 visitors who explored the products and services of approximately 180 exhibitors and brands from Jordan, Palestine, Iraq, Egypt, the UAE, Saudi Arabia, Lebanon, Thailand, Italy, Australia and the U.S. The 10th anniversary edition of HORECA Jordan offered a packed program, featuring themed workshops and curated networking sessions.

Highlights over the three days included HORECA Talks, where industry experts shared valuable insights into emerging trends and market dynamics at lively panel discussions.

Returning for the third consecutive year, the Vegan, GlutenFree & Organic Food Festival also proved highly popular, offering audiences the chance to learn more about plantbased and health-conscious innovations.

The competition segment of the event brought together around 340 participants across a range of 24 categories, including the Hospitality Salon Culinaire, Al Ameed Barista Competition, Bed Making Competition and Art of Service Competition.

Thuraya Husseini, chairperson and CEO of Lawrence & Husseini Consult, co-organizer of HORECA Jordan, said: “The landmark 10th edition of HORECA Jordan witnessed stronger demand from local and international companies, reinforcing the importance of the event as a key business meeting place.

Indeed, it provides a platform for companies to meet face-toface with their clients and grow their businesses.”

Reflecting on the event’s success, Joumana Dammous-Salamé, managing director of Hospitality Services, the company behind the HORECA brand, said: “HORECA Jordan is now firmly established as a must-attend event in the industry calendar, raising the bar annually with its unrivaled mix of industry innovations, topical debates and talent showcases.”

The next edition of HORECA will take place from October 11-13, 2026. horeca-jordan.com

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HORECA NETWORK

PREVIEW

HORECA RIYADH TO SPAN 40,000 SQM From December 15-17, 2025, HORECA Riyadh is set to transform Riyadh Front Exhibition & Conference Center into the kingdom’s most anticipated stage for hospitality and foodservice. Over three eventful days, Saudi Arabia’s hospitality community will gather to chart what’s next for the industry under Vision 2030. We learn more.

HORECA Riyadh has evolved into the region’s must-attend hospitality platform. This edition, which marks the exhibition’s 14th, will take place at a larger venue to accommodate a greater number of exhibitors and visitors.

Indeed, HORECA Riyadh is forecast to welcome more than 55,000 trade professionals and showcase the products and services of more than 400 companies across 40,000 sqm of exhibition space.

New for 2025 HORECA Riyadh will be held alongside Host Arabia, bringing the HostMilano spirit to Riyadh and amplifying access to world-class hospitality equipment, technology and design — a powerful synergy for buyers and brands alike. Salon du Chocolat et de la Pâtisserie Riyadh and Saudi Elite Chefs will also take place in the adjacent halls, resulting in four major events under one roof.

From equipment and technology to premium ingredients, food and beverage products, design concepts and end-toend F&B solutions, the event aims to connect buyers with manufacturers and suppliers.

Jad Taktak, CEO of Semark Group, co-organizer of the event, said: "This edition marks the greatest alliance of hospitality exhibitions in Saudi Arabia. We are thrilled to join over 100 years of combined experience. The expectations are very high."

Competitions At the heart of the show, signature contests will set the tempo: the Hospitality Salon Culinaire (live culinary competitions), Barista, Latte Art and Mocktail Competitions (celebrating the kingdom’s flourishing beverage scene), and the Art of Service and Bedmaking Competitions (spotlighting service excellence).

“Every edition of HORECA Riyadh is about raising the bar. This year, we’re not just displaying products, we’re shaping the future of Saudi hospitality together and celebrating the kingdom’s rising stars,” said Joumana Dammous-Salamé, managing director of Hospitality Services, co-organizer of the event.

Talks Knowledge and insight lie at the heart of HORECA Talks, where experts and hospitality leaders participate in panel discussions surrounding trends, opportunities and investment. The talks help drive innovation and progress in the ever-evolving world of hospitality and foodservice. Among this year’s topics are technology, human resources, hospitality development and F&B trends. saudihoreca.com

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A SWEET RETURN FOR

SALON DU CHOCOLAT ET DE LA PÂTISSERIE RIYADH Salon du Chocolat et de la Pâtisserie returns to the Saudi capital for the fourth time from December 15-17, 2025. Indeed, Riyadh Front Exhibition and Conference Center will transform into a sweet paradise, welcoming over 5,000 brands and promising visitors an unforgettable journey through the world of cocoa, creativity and confectionery craftsmanship.

“Salon du Chocolat et de la Pâtisserie Riyadh is more than an exhibition. It’s a platform that celebrates passion, precision and the vibrant culinary spirit of the region,” said Joumana DammousSalamé, managing director of Hospitality Services, the event organizer. “This edition is a meeting point for artisans, innovators and curious minds coming together to celebrate excellence.”

A global concept born in Paris in 1994, Salon du Chocolat has evolved into a beloved international showcase of gourmet artistry. Riyadh’s edition is now the kingdom’s must-attend event for all things chocolate and pastry. Guests will discover a curated experience of tastings, live demonstrations and hands-on workshops where global techniques meet local flavors.

Tempting displays of artistry From silky ganaches and bean-to-bar chocolates to modern entremets and delicate millefeuille, the artistry on display will tempt the senses and inspire the imagination. The show also pays tribute to the region’s own sweet traditions, featuring beloved products such as dates, honey and artisan ice creams that reflect the richness of Saudi culinary heritage.

At the heart of the event, the Pastry Show will feature captivating live demos by acclaimed international and regional chefs, each bringing their unique perspective to the plate. Meanwhile, an array of exciting competitions will see talented teams compete across live and display formats, judged by a panel of respected professionals.

From showpiece sugar work to perfectly balanced plated desserts, these contests will celebrate skill, creativity and technical finesse.

“Salon du Chocolat et de la Pâtisserie Riyadh showcases the kingdom’s growing presence on the global culinary stage,” said Maha El-Khoury, show director of Salon du Chocolat et de la Pâtisserie ME. “It’s a celebration of tradition and transformation, where every bite tells a story and every technique opens a new chapter.”

HORECA Riyadh, Host Arabia and Saudi Elite Chefs will take place at the same time as Salon du Chocolat et de la Pâtisserie Riyadh, allowing visitors to experience four major events at one venue. salonduchocolat-ksa.com

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HORECA NETWORK

PREVIEW

INDUSTRY EXCELLENCE AND INNOVATION ON THE AGENDA AT

HORECA KUWAIT Plans are well underway for the 14th edition of HORECA Kuwait, the country’s premier hospitality and foodservice event, which takes place from January 19 to 21, 2026, at Kuwait International Fair – Hall 8.

Poised to be even bigger and more dynamic than last year’s highly successful event, HORECA Kuwait is set to welcome over 8,000 trade visitors and host more than 100 exhibitors for the three-day industry gathering, with hundreds of local and international brands on display across 7,000 square meters of exhibition space.

Since its debut in 2012, HORECA Kuwait has grown into the country’s most influential B2B exhibition for the hospitality sector, connecting suppliers with buyers, spotlighting the latest innovations and F&B solutions, and fostering partnerships that are today redefining the industry across Kuwait and beyond.

Visitors to the 2026 edition can look forward to a packed and varied program that includes plenty of exciting competitions, insightful debates on topical issues, displays of the latest industry developments and a wealth of networking opportunities.

Always a highlight of HORECA Kuwait, the competitions will undoubtedly once again prove to be a major draw, led by the Hospitality Salon Culinaire. As part of this top attraction, more than 200 chefs will compete against each other. Other popular contests will include the Barista Competition, showcasing the talents of around 30 coffee professionals, while the Mocktail Contest is back for its second edition, promising spectacular displays of creativity. Spotlighting the precision and discipline that define impeccable hotel service, the Bedmaking Competition will also return.

Beyond the show floor, HORECA Talks will once again enrich the event, featuring 10 lively panel discussions. Indeed, some 30 industry experts will explore a range of subjects spanning the pressing challenges, opportunities and emerging trends in Kuwait’s hospitality and foodservice sectors.

Nabila Al Anjari, general manager of Leaders Group, co-organizer of HORECA Kuwait, said: “We recognize the importance of never standing still in this ever-evolving industry, and our dynamic programming, complete with new attractions and topical themes, continues to reflect this.”

Joumana Dammous-Salamé, managing director of Hospitality Services, the firm behind the HORECA brand, believes that the event has now firmly established itself as an essential fixture on the regional hospitality calendar, renowned for celebrating industry excellence and innovation.

“Kuwait’s hospitality and foodservice sectors are in the midst of an exciting phase of expansion, and I’m thrilled that we will once again contribute to their development and help drive growth with what we’re confident will be an exceptional 2026 edition,” she said. horecakuwait.com

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Advertorial

FEDERICO PENZO ON CREATING 360° GUEST EXPERIENCES When designed well, a beverage program can play a crucial role in helping an F&B establishment to forge connections with customers and strengthen its brand identity. Federico Penzo, founder of Federico Penzo Beverage Experience, talks us through the art of creating drinks steeped in storytelling that complete, rather than simply fit, a venue.

In hospitality, a great beverage is never just a drink. Instead, it’s the final expression of a larger creative journey. The most memorable beverage experiences don’t start behind the bar; they begin with the brand’s concept, the hotel’s design and the emotion the property wants to transmit to guests. A cocktail becomes the last chapter of that story, where strategy, creativity and guest experience meet.

Consistency and connection At Federico Penzo Beverage Experience, we see beverage consultancy as a storytelling process that connects brand vision, design intent and sensory experience. Before we create a single recipe, we immerse ourselves in the property’s identity, from its values and aesthetics to its rhythm and guest profile.

Whether it’s a contemporary hotel shaped by architectural minimalism or a heritage resort inspired by its cultural roots, every brand has a narrative waiting to be translated into taste.

The design and history of a space define the rhythm of experience. A sculpted marble bar may inspire a drink that reflects its elegance and precision, while a terrace filled with natural light calls for something fresh and

inviting. This captures the openness of the setting. Each environment carries its own emotion, and our role is to translate that emotion into a beverage experience that amplifies the brand’s voice. When concept, design and beverage creation align, the result is not just consistency, but connection.

All about the intention Every touchpoint contributes to this narrative. The color palette of a cocktail, the service flow, even the subtle soundscape of the bar all communicate intention.

Together, they create an atmosphere where guests instinctively sense the hotel’s story without it ever being spoken. That is the essence of effective storytelling in hospitality. It’s felt, not told, and it turns a drink into a lasting memory.

We work alongside interior designers, chefs and brand teams to ensure that every detail, from the beverage program to the service ritual, complements the space’s identity. This holistic approach allows hotels to deliver a guest experience that feels seamless and intentional, one where design, flavor and feeling move together.

Guests might not know why everything feels right. But they remember that feeling. And that’s what builds loyalty.

Delivering differentiation In a marketplace where differentiation is everything, storytelling through beverage is a strategic tool. Guests no longer seek just a good drink; they want meaning, show and emotion. When a beverage program reflects the brand’s narrative, it deepens engagement, builds loyalty and enhances the property’s perceived value.

Ultimately, cocktails are the conclusion of a brand’s creative process, the final stage where art, design and hospitality meet. When crafted with intention, they do more than please the palate; they express the spirit of the place and the people behind it. Guests might not know why everything feels right. But they remember that feeling. And that’s what builds loyalty. federicopenzo.com

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EVENTS

SEEN AND HEARD

SALON DU CHOCOLAT ET DE LA PÂTISSERIE DUBAI SCALES NEW HEIGHTS IN 2025 Record-breaking attendance and a dynamic program make this year’s edition its most successful yet.

Salon du Chocolat et de la Pâtisserie Dubai, the region’s highly anticipated event dedicated to chocolate, pastry, gelato and coffee, drew to a close after three action-packed days at Madinat Jumeirah – Madinat Arena from September 30 October 2.

Firmly established as the premier event for industry professionals and lovers of sweet treats, the 2025 edition welcomed a record-breaking 7,000 visitors who had the opportunity to connect with more than 120 top names working in artisan chocolate, pastry, gelato, honey and specialty coffee, among other categories.

This year’s landmark event was held across an expanded floor space, giving exhibitors the opportunity to showcase an impressive array of premium gourmet dessert and sweet products, alongside equipment from over 100 local and international brands.

From catwalk to competitions The Chocolate Fashion Show returned for 2025 in spectacular style with 14 showstopping gowns created by renowned pastry chefs and fashion design students from ESMOD Dubai.

Beyond the catwalk, visitors were able to enjoy almost 30 live masterclasses and hands-on workshops, and attend expert-led panel talks on fine pastry, mixology and local chocolate brands.

Competitions were among this year’s top attractions and in great supply. The Coffee in Good Spirits National Championship, held in collaboration with the Specialty Coffee Association - UAE, gave baristas and mixologists the opportunity to showcase their skills. There was also an impressive display of talent at the pastry contests, organized with the Emirates Culinary Guild.

Joumana Dammous-Salamé, managing director of Hospitality Services, said: “From record attendance to the remarkable caliber of talent on display, Salon du Chocolat et de la Pâtisserie Dubai once again raised the bar for regional events focused on desserts and sweet craftsmanship.”

Echoing that sentiment, Maha El Khoury, show director, said: “Every element, from the fashion show to the workshops and competitions, created a multisensory celebration of craftsmanship. Seeing Dubai serve as a global stage for the world’s finest chocolatiers, pastry chefs and coffee experts always fills us with pride, but the creativity and skills on show this year were exceptional.”

Salon du Chocolat et de la Pâtisserie Dubai returns for its fifth edition from September 22-24, 2026. salonduchocolatdubai.com

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EVENTS

SEEN AND HEARD

HIGH SPIRITS AT WHISKY LIVE BEIRUT 2025 Held from October 22-24, 2025, Whisky Live Beirut's seventh edition welcomed more than 7,000 visitors and featured 15 sold-out masterclasses, among other activities.

Guests explored an array of whiskies, from legendary Scotch and peated Islay drams to emerging Japanese rarities, Lebanese innovations and small-batch American bourbons.

Indeed, over 60 of the world's best brands were present to showcase their finest releases. The Gold Circle brought premium bottles to the forefront.

The Star Bar, buzzing each night with mixologists from Beirut, Paris and Dubai, served signature cocktails, reinventing the classics and showcasing local botanical infusions.

Beyond tastings, the event proved to be a major gathering point for professionals in the spirits and hospitality industries. Retailers, bar owners, distributors, media and brand ambassadors mingled across booths and during networking moments.

“This edition marks a turning point,” said Joumana DammousSalamé, managing director of Hospitality Services, the event organizer. “We’ve shown that Beirut can lead the way in the regional spirits scene — not just as a destination, but as an engine of innovation and culture.”

Show director Maha El-Khoury added: "Whisky Live Beirut is more than an event; it's a celebration of life, culture and the enduring spirit of our city. We are proud to bring together so many enthusiasts over a shared passion."

The next Whisky Live Beirut will take place from October 7-9, 2026. whiskylivebeirut.com

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EVENTS

SEEN AND HEARD

LEBANESE INDUSTRY EXPO SHOWCASES THE NATION’S INDUSTRIAL STRENGTH The Lebanese Industry Expo, held at Seaside Arena – Beirut, was officially inaugurated on October 29, 2025, under the patronage and in the presence of Joseph Aoun, president of Lebanon. Organized by Hospitality Services and Promofair, in partnership with the Association of Lebanese Industrialists (ALI) and in cooperation with the Ministry of Industry, the event successfully showcased the strength and innovation of Lebanon’s industrial sector.

During his opening speech, Joseph Aoun, president of Lebanon, delivered a heartfelt message, saying: “You want to bring Lebanon back? Start producing in Lebanon. Consume Lebanese, export Lebanese, and stop exporting our youth while importing our daily lives.” His words became the rallying message of the four-day event — a vision that places industry at the heart of rebuilding Lebanon’s economy.

The expo was marked by the attendance of numerous dignitaries, including: Joseph Aoun, president of Lebanon; Nawaf Salam, prime minister; Fouad Siniora, former prime minister; Joe Issa El Khoury, industry minister; Fadi Makki, minister of state for administrative reform; Laura Lahoud, tourism minister; Kamal Shehadeh, minister of state for technology and artificial intelligence; Michel Menassa, defense minister; Paul Morcos, information minister; Mohammad Haidar, labor minister; Yassine Jaber, finance minister; Charles Haj, telecommunications minister; Hanine Sayed, social affairs minister; Tamara Zein, environment minister; and Nizar Hani, agriculture minister, in addition to ambassadors, members of parliament and leading economic and social figures.

More than 190 exhibitors representing a wide spectrum of industries — from food and beverages to pharmaceuticals, cosmetics, fashion, technology and heavy manufacturing — participated across more than 10,000 square meters of exhibition space, welcoming over 10,000 visitors, including business leaders, investors, media professionals, students and industrial experts.

Throughout the four days, Industry Talks – The Forum hosted high-level discussions bringing together leaders from the public and private sectors and experts in economics and innovation to debate key issues of competitiveness, industrial development and transition toward a sustainable, productive economy. The Hosted Buyers Program also welcomed 20 international buyers from Arab and foreign markets seeking collaboration with Lebanese small and medium enterprises.

Participants praised the professional organization and rich schedule of the event, describing it as an important step toward repositioning Lebanon’s industry on the regional and global map.

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During the Expo, Joe Issa El Khoury, minister of industry, announced the Cabinet’s decision to designate the first Thursday of November as Lebanese Industry Day, declaring: “Nations are not built by coincidence. There are moments that define the future and today we live one of those moments — where vision meets will, and resilience becomes action, to write a new chapter in Lebanon’s industrial history.”

President of the Association of Lebanese Industrialists Salim Zeenni expressed appreciation to the President of Lebanon, the Ministry of Industry and partners in the private sector, affirming that “synergy between public and private institutions is the only path to fostering a productive economy and building a new Lebanon anchored in work and industry.”

Joumana Dammous-Salamé, managing director of Hospitality Services, commented: “The Lebanese Industry Expo was not merely an economic exhibition — it was a message of hope and renewal. It reflected the passion and determination of Lebanese industrialists committed to rebuilding the nation through creativity and production. We promise an even larger and more impactful edition next year.”

Lina Choueiri Nahas, managing partner of Promofair, added: “This initiative proves that Lebanese industry is adaptive, innovative and competitive despite challenges — a solid step toward a more stable and productive future.”

The Lebanese Industry Expo 2025 concluded as it began — with a sincere national call from President Aoun: “You want to bring Lebanon back? Start producing in Lebanon.” A call that has become a unifying slogan and a source of inspiration for a new era of production, innovation, and national revival.

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SEEN AND HEARD

FHS WORLD DELIVERS POWERHOUSE PROGRAM TO MARK MILESTONE SUMMIT

Celebrating its 20th anniversary in the UAE, the not-to-be missed industry event took place from October 27-29 at Dubai’s Madinat Jumeirah Future Hospitality Summit (FHS) World marked two decades of successful events in the UAE from October 2729 with its biggest and most dynamic edition to date.

More than 1,600 hospitality and tourism leaders and 200 high-level speakers descended upon Madinat Jumeirah in Dubai for the summit, which was held on the theme ‘Where Vision Leads, Investment Follows.’

The event comprised three days of lively debates, industry insights, highimpact sessions and networking, leading to numerous major signings and announcements.

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Summit highlights included an address from UAE Minister of Economy and Tourism His Excellency Abdulla bin Touq Al Marri, titled ‘The UAE’s Blueprint for Tourism, Innovation, and Economic Resilience.’

In addition, more than 130 sessions, covering 13 conference tracks, were held across three stages. Program headlines included: ‘Two Decades of Hospitality Investment Evolution’; ‘The New Silk Road of Hospitality: Cross-Border Strategies in Global Investment’; and ‘Hospitality 2050: The Long View from the Top.’

First-time attractions FHS World 2025 also showcased several new attractions and initiatives, such as the UAE Africa Tourism Investment Summit, under the patronage of Vice President and Prime Minister of the UAE

and Ruler of Dubai His Highness Sheikh Mohammed bin Rashid Al Maktoum.

Meanwhile, PitchPoint made its debut as a platform connecting hospitality startups with investors.

FHS World 2025 also welcomed back several popular attractions, such as the Branded Residences Forum and the Country Pavilions.

Commenting ahead of the event, Jonathan Worsley, chairman and CEO of The Bench, FHS World’s organizers, reflected on the summit’s role in sparking bold ideas and fostering partnerships.

“It’s where conversations turn into collaborations, where ideas become investments and where the future of our industry is written in real time,” he said. futurehospitality.com

GULFOOD MANUFACTURING 2025 CELEBRATES BIGGEST AND MOST DIVERSE EDITION TO DATE

The three-day event recorded recordbreaking growth, reflecting Dubai’s position as a global manufacturing hub.

Gulfood Manufacturing 2025 came to a close on November 6 at Dubai World Trade Centre, bringing an end to its most successful edition to date.

Held on the theme ‘Powering the Future of Food Production,’ the three-day event gathered together 2,500 exhibitors from 79 countries across 21 halls, showcasing the full production value chain, from ingredients, processing and packaging to supply chain solutions and automation.

Impressively, Gulfood 2025 recorded double-digit growth on last year’s event, underscoring the Middle East’s growing role as a hub for investment, talent and technology. Its success also reaffirmed Dubai’s status as the crossroads of global food manufacturing.

Spotlight on innovation and sustainability Driven by rising demand for innovation and sustainable production, Gulfood Manufacturing 2025 attracted the world’s leading F&B brands to the UAE. Chocolake, IMCD, Multivac, SIG, ADM International, Brenntag, Ingredion and Kerry MENAT DMCC were among the major names in attendance. Against this richly varied backdrop, visitors were able to explore the latest breakthroughs shaping the future of food production.

Key trends explored included the global shift toward health-conscious, sustainable consumption, alongside breakthroughs

in biotech-derived actives, precision fermentation, AI-powered flavor mapping and next-generation stabilizer systems.

In the ingredients sector, Gulfood Manufacturing 2025 welcomed powerhouse brands that included ADM International, Brenntag, dsm-firmenich, FSL, Ingredion, Kerry MENAT DMCC, Robertet Middle East, Symrise and Tate & Lyle, among others.

Additionally, processing and packaging industry players such as Heat & Control, Husky, Ishida, KHS, Krones AG, Middleby Middle East FZE, Rieckermann GmbH, Sidel and TNA Solutions demonstrated smart systems that enhance traceability, reduce waste and optimize energy use.

The innovations showcased mirrored broader shifts underway across the industry toward digitalization and responsible sourcing. From modular machinery to eco-engineered packaging, the event highlighted how AI and automation are transforming every stage of production while aligning with global sustainability goals.

Emerging technologies take center stage At the heart of this year’s packed program, the FoodTech Summit also scaled new heights for 2025. An impressive, longer list of new speakers included contributors from global organizations such as Mars, Titan Capital, Unilever and Hive Capital who, together with other visionaries, technologists, policymakers and innovators, explored the next frontier

of industrial food. Discussions spanned tech for cold chain integrity in emerging markets, the future of food-tech funding and whether alternate proteins truly represent the next evolution in global nutrition.

The 11th edition of Gulfood also spotlighted Dubai’s strategic appeal as a free-trade ecosystem. Discussions noted that as manufacturers shift operations closer to the UAE and wider GCC, they stand to benefit from unmatched logistics infrastructure, open trade routes and progressive industrial policy.

Investment boost Additionally, Gulfood Manufacturing 2025 reflected the regional surge in investment underway, with over USD 3.8 billion pledged by GCC governments to advance food technology and agri-innovation.

Commenting on the show’s significance, Mark Napier, vice president, exhibitions department, Dubai World Trade Centre, said, “Dubai stands at the perfect inflection point for global industrial transformation. Under Operation 300bn and with the UAE leading AI adoption in manufacturing, the nation is powering a new wave of intelligent production.

Gulfood Manufacturing sits at the heart of this evolution, its exponential growth reflecting the region’s role as the hub of AI-driven industrialisation.” gulfoodmanufacturing.com

NOV 2025-JAN 2026 | HOSPITALITY NEWS ME

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SEEN AND HEARD

JORDAN INTERNATIONAL FOOD FESTIVAL 2025 SPOTLIGHTS UNIVERSAL LANGUAGE OF GASTRONOMY

The successful culinary event celebrated flavors, culture and connection.

The Jordan International Food Festival (JIFF) 2025 concluded a resoundingly success edition on August 11, reaffirming its position as one of the region’s most anticipated culinary and cultural events.

Held off the Airport Road near the Na’ur Interchange, the festival welcomed thousands of visitors over six action-packed days, transforming the 50,000-square-meter venue into a hub of flavors, artistry and shared experiences.

The theme for JIFF 2025 was ‘Gathered’ and in keeping with this inspiring concept, the event paid tribute to the universal language of food, with an emphasis on the Arab tradition of coming together to cook, share and celebrate. More than a gastronomic showcase, the festival also highlighted Jordan’s growing role as a connector, from bridging cultures and fostering dialog to creating meaningful experiences for both local and international visitors.

An international showcase Impressively, the festival featured over 200 international and local food vendors and restaurants. Visitors were offered a journey through authentic Jordanian dishes, such as Mansaf and Maqluba, alongside international delicacies from Asia, Europe and the Americas. Food lovers had the opportunity to

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taste, learn and engage with exciting culinary traditions in one dynamic space.

The Jordan International Food Festival 2025 brought together world-class chefs, celebrating global flavors, culinary innovation and cultural heritage.

Stellar lineup Participants included chef Arbi Gharakhani, chef David and Noëlle Faure, chef Gary Maclean, chef Guillermo Ige Ramos, chef Faisal Al Nashmi, chef Mohammad Chabchoul, chef Moeen Abu Zeid, chef Ron McKinlay, chef Ebbe Vollmer, chef Joe Barza, chef Mohammad Irshaid, chef Eric Vandevelde, chef Shaun Smith, chef Charles Azar, chef Alessandro Dalmasso, chef Jacob Jan Boerma, Nancy Hobeika, chef Gunther Koerffer, chef Alex Nietosvuori, chef Manolo Mosconi, chef Luigi Taglienti, chef Hisato Hamada, chef Roger Asakil Joya, chef Michael Van der Kroft, chef Pere Planaguma Sala, chef Maroun Chedid, chef Miller Prada, Cara Janelle, chef Tarek Ibrahim, chef Marshall Roth, chef Cornelia Volino, chef Sohaib Wazwaz, chef Tareq Taha, chef Ayesha Kalaji, chef Tekuna Gachechiladze and chef Asil Sharif.

Over six days, guests honed skills in the Masterclass Series, explored Collaboration Dinners highlighting local ingredients and joined Culinary Panels on heritage, sustainability and creativity. Live

Demonstrations showcased signature dishes and modern techniques, giving attendees an up-close view of culinary artistry. JIFF 2025 united culture, craftsmanship and gastronomy, leaving participants inspired, engaged and connected to the world of food excellence.

Beyond gastronomy In line with Jordan’s broader tourism strategy, JIFF 2025’s impact extended well beyond gastronomy. Showcasing the nation’s authentic hospitality and cultural richness, the festival played a key role in efforts to position Jordan as a premier destination for cultural tourism, boost domestic travel and increase hotel occupancy.

Visitors were able to enjoy a holistic cultural experience, through open-air concerts, art installations and family-friendly zones.

JIFF 2025 underscored Jordan’s commitment to delivering enriching experiences that blend tradition with innovation.

Commenting on Jordan’s positive outlook as a destination for visitors, Dr. Abdelrazzak Arabiyat, formerly managing director of the Jordan Tourism Board at the time of the statement, said: “2025 is the year of growth for Jordan Tourism, and we are open to the world to come and enjoy an exceptional experience.” jiffestival

WHERE TO BE SEEN

2026 TRADE SHOWS AROUND THE WORLD

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JANUARY 2026 6-9 Jan. TURKEY ANFAS HOTEL EQUIPMENT Anfas Antalya Fuarcilik Isletme ve Yatirim A.S. anfas.com.tr 16-20 Jan. ITALY SIGEP Rimini Fiera sigep.it 18-20 Jan. DUBAI WORLD OF COFFEE DUBAI SCA – Specialty Coffee Association dubai.worldofcoffee.org 19-21 Jan. KUWAIT HORECA KUWAIT Leaders Group Hospitality Services horecakuwaitexpo.com 21-25 Jan. SPAIN FITUR Ifema Madrid ifema.es/en/fitur 26-30 Jan. DUBAI GULFOOD Dwtc gulfood.com

FEBRUARY 2026 1-4 Feb. GERMANY ISM Koelnmesse ism-cologne.com 4-6 Feb. GERMANY FRUIT LOGISTICA Messe Berlin GmbH fruitlogistica.com/en 5-7 Feb. TURKEY EMITT ISTANBUL Hyve emittistanbul.com/Home 6-10 Feb. GERMANY AMBIENTE Messe Frankfurt ambiente.messefrankfurt.com

MARCH 2026 3-5 Mar. GERMANY ITB BERLIN The World's Leading Travel Trade Show Messe Berlin GmbH itb-berlin.de

13-17 Mar. GERMANY INTERNORGA Hamburg Messe + Congress internorga.com 15-17 Mar. GERMANY PROWEIN Messe Dusseldorf prowein.com 29-31 Mar. KSA SAUDI TRAVEL MARKET STM stmksa.com

APRIL 2026 20-22 Apr. KSA FHS RIYADH Bench futurehospitalitysummit.com 21-24 Apr. LEBANON HORECA LEBANON Hospitality Services horecashow.com 21-24 Apr. SINGAPORE FHA FOOD & BEVERAGE Informa Markets fhafnb.com

MAY 2026 4-7 May DUBAI ARABIAN TRAVEL MARKET Reed exhibitions arabiantravelmarket.com 16-19 May USA NATIONAL RESTAURANT ASSOCIATION SHOW Winsight nationalrestaurantshow.com

JUNE 2026 2-4 Jun. DUBAI THE HOTEL SHOW Dmg: Events Middle East thehotelshow.com 8-10 Jun. Riyadh-KSA SAUDIFOOD MANUFACTURING KAOUN ARABIA & DMG EVENTS saudifoodmanufacturing.com 15-17 Jun. KSA THE SAUDI FOOD SHOW DWTC thesaudifoodshow.com

AUGUST 2026 31 Aug.-3 Sep. AUSTRALIA FINE FOOD AUSTRALIA Diversified Communications Australia finefoodaustralia.com.au

SEPTEMBER 2026 13-15 Sep. Riyadh – KSA HOTEL & HOSPITALITY EXPO SAUDI ARABIA Kaoun Arabia & Dmg Events thehotelshowsaudiarabia.com 14-16 Sep. OMAN HORECA OMAN Al Nimr Expo & Hospitality Services horecaoman.com 22-24 Sep. DUBAI SALON DU CHOCOLAT ET DE LA PATISSERIE HSME salonduchocolatdubai.com 29 Sep.-1 Oct. DUBAI FHS DUBAI Bench futurehospitalitysummit.com

OCTOBER 2026 7-9 Oct. LEBANON WHISKY LIVE BEIRUT Hospitality Services whiskylivebeirut.com 11-13 Oct. JORDAN HORECA JORDAN Laurence & Husseini Consult & Expo Jordan horeca-jordan.com 17-21 Oct. FRANCE SIAL PARIS Comexposium sialparis.com/en

NOVEMBER 2026 3-5 Nov. UK WORLD TRAVEL MARKET RX GLOBAL wtm.com/london/en-gb.html 3-5 Nov. DUBAI GULFOOD MANUFACTURING DWTC gulfoodmanufacturing.com

DECEMBER 2026 7-9 Dec. Riyadh KSA HORECA RIYADH Semark saudihoreca.com 7-9 Dec. Riyadh KSA SALON DU CHOCOLAT RIYADH Semark and Hospitality Services SAL salonduchocolat-ksa.com 7-9 Dec. Riyadh KSA HOST ARABIA Fiera Milano and Semark hostarabia.com.sa

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INTERVIEW

STEPHAN SCHUPBACH ON CHEDI HOSPITALITY’S UNBOUND APPROACH TO LUXURY HOSPITALITY In a buoyant regional market, Chedi Hospitality is expanding its presence through a growth strategy rooted in authentic luxury and cultural stewardship. CEO Stephan Schupbach tells HN how the group is curating experiences that go beyond simple stays to give high-end guests a deeper sense of connection and place.

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How is the regional industry faring compared to other markets?

What projects are in the Chedi pipeline?

What are the latest trends in luxury hospitality?

The Middle East continues to outperform many global markets in terms of development and innovation. This strength is driven by high safety indexes across destinations, preferential taxation benefits, strong government leadership and directives, as well as strategic investment in tourism infrastructure. The region is in a sustained growth cycle driven by ambitious national tourism strategies, worldclass airports and airlines, and a young, experience-driven population.

We are very excited about our regional pipeline. In Saudi Arabia, The Chedi Wadi Safar benefits from an exceptional setting at the heart of Diriyah, surrounded by a dramatic wadi landscape and directly adjacent to an iconic Greg Normandesigned golf course and the world’s largest clubhouse.

Luxury travelers are increasingly prioritizing privacy, generous space and access to nature, alongside high-quality health and fitness services. Rather than overprogrammed stays, they want the freedom to customize their own experience, with wellness, cultural immersion and fitness seamlessly integrated into their itinerary.

Meanwhile, in the UAE, The Chedi Private Residences occupies a similarly sought-after location in Dubai. Situated on Sheikh Zayed Road with sweeping Palm Island views and easy access to Dubai’s most prestigious districts, it represents a rare fusion of branded residences and the Chedi ethos.

At the same time, we see a move away from wellness fads toward holistic, evidence-based wellbeing. While longevity clinics and biohacking retreats are trending globally, our focus is not on following short-term trends but on creating timeless environments that genuinely restore and rejuvenate guests.

What makes the Middle East stand out is the scale of investment beyond hotel rooms into entire lifestyle ecosystems, from UNESCO heritage destinations to next-generation leisure hubs. For example, Oman’s stable leadership and regulatory environment have helped The Chedi Muscat maintain its position as a benchmark for understated luxury. In Saudi Arabia, forward-thinking policies are opening extraordinary heritage sites like AlUla to the world. In Qatar, The Chedi Katara Hotel & Resort has already established itself as a cornerstone of Doha’s luxury hospitality scene. Consequently, it reflects the country’s bold tourism strategy and growing reputation for cultural and lifestyle experiences. And in the UAE, worldclass safety standards and pro-business policies have enabled the rapid rise of branded residences, which also opened up an opportunity for our own Chedi Private Residences in Dubai. It’s exciting to see the Middle East setting benchmarks for the rest of the world.

How are your properties performing in the Middle East?

Our Middle East portfolio is performing exceptionally well, consistently outpacing its competitive set. In Oman, The Chedi Muscat remains a regional icon thanks to a loyal international following and an increasingly sophisticated domestic clientele.

In Saudi Arabia, The Chedi Hegra is creating unprecedented demand for heritage-driven luxury within a UNESCO World Heritage site, already generating global press. We have also recently announced The Chedi Residences Wadi Safar, a landmark project in Saudi Arabia’s cultural heartland that brings our approach to luxury living to one of the kingdom’s most ambitious master developments.

In Dubai, The Chedi Private Residences has achieved strong pre-sales. This underlines investor confidence and the appeal of our design and service proposition. We are also preparing to announce a new branded residences project for 2026, further expanding our footprint in the UAE.

We are also developing the Serai hotel brand - a technology and lifestyle-driven concept tailored for the next generation of travelers.

This includes destination-led innovation such as the Water Tank project, envisioned to be the world’s deepest dive experience.

Beyond hotels and residences, we are preparing to launch an independent restaurant company, leveraging our culinary DNA to create world-class dining destinations.

What makes the Middle East stand out is the scale of investment beyond hotel rooms into entire lifestyle ecosystems, from UNESCO heritage destinations to nextgeneration leisure hubs.

Which markets are you most interested in entering?

We are focused on creating a truly global presence in bucket-list and underdiscovered destinations. Our vision is to take historic or rural locations and bring them back to life as they were 50 years ago: places where everything was organic, community-centered and healthy. By transforming old villages into thriving hubs of authentic hospitality, we can offer guests experiences that feel both timeless and restorative.

This approach allows us to move beyond conventional resort locations into places of extraordinary cultural depth and natural beauty. Our expansion is focused more on impact than volume, ensuring each new property revitalizes its destination and offers guests something genuinely new.

Another defining shift is toward places that feel like sanctuaries, hotels as private enclaves where guests can recalibrate, reconnect and restore. Technology is now expected to be invisible yet effective, enabling seamless service without intruding on privacy. Meanwhile, sustainability is no longer a differentiator but an operational baseline: authentic partnerships with local communities, minimal environmental footprint and long-term stewardship of heritage and ecosystems.

What are the key differentiators that add value to the guest experience?

Several differentiators define how we add value. First, design and space: each Chedi property is a generous canvas thoughtfully composed to evoke serenity, curiosity and a sense of belonging. Second, cultural connection: we go beyond decor to embed local art, traditions and rituals into the guest experience, creating an authentic narrative rather than a themed backdrop. Third, personalization with intuition: our service style is unobtrusive yet attentive, anticipating needs while respecting privacy, an understated elegance that many guests find rare today. Fourth, stewardship: our projects are designed to honor and uplift their environments, from heritage preservation at Hegra to fostering long-term value for the destinations where we operate.

Finally, community and continuity: through our Private Residences, clubs and lifestyle concepts, guests can extend their relationship with us beyond their stay. Every Chedi journey transcends a simple stay, inviting guests into the spirit of exploration, connection and cultural depth that defines ‘A Voyage Unbound.’ chedihospitality.com

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OPINION

In collaboration with

SMART HOSPITALITY INVESTMENT STRATEGIES Hotel investment in 2025 means looking beyond brick and mortar to embrace trends that align with the expectations and values of today’s visitors. Bastien Blanc, co-founder and board member at TroKadero Hospitality Global, has the lowdown on the trends that are reshaping the industry’s funding climate.

2 In an era defined by rapid technological shifts and evolving consumer expectations, the hospitality industry is at a pivotal crossroads. For investors seeking robust and sustained returns, simply acquiring assets is no longer enough. The future of a hotel’s profitability and its longterm viability hinges on a strategic pivot toward innovation. It requires a deep understanding of what today’s traveler truly values. Smart investment in the hospitality sector means building not just a property, but a dynamic, resilient business that can adapt to the most critical trends shaping the industry today. Following are three key strategic moves to consider:

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Look beyond transactional models

A prime example is the shift from a transactional model to an experiential and retail-driven approach. Modern travelers crave more than a bed and breakfast.

They seek immersive, hyper-personalized experiences. Savvy investors are recognizing this by allocating capital to properties that can offer an array of unique services and amenities. This could be anything from on-site wellness centers featuring differentiating offerings such as cryotherapy and meditation pods to partnerships with local artisans and chefs for exclusive, authentic cultural experiences. Many of the new developments in Saudi Arabia are taking this approach.

By merchandising these offerings beyond the traditional room rate - think selling an overall bespoke stay that might include a spa package, a cooking class or a curated local tour - hotels can unlock new, highmargin revenue streams beyond their four walls. This retail-style thinking transforms the property into a lifestyle destination.

Consequently, it significantly boosts the average revenue per guest and fortifies ROI at all levels of service, not only the luxury properties.

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Treat technology as an expectation

Technology is another non-negotiable area for investment. The focus here isn’t on flashy gadgets, but on frictionless, data-driven operations. Contactless technology, from mobile check-in to digital keys and voiceactivated room controls, is no longer a luxury but an expectation. These innovations streamline the guest journey, reducing operational costs and freeing up staff to focus on high-touch, personalized service.

Furthermore, investing in robust data analytics and AI is a game-changer. By analyzing guest behavior, properties can anticipate needs, personalize communications and implement dynamic pricing strategies that optimize occupancy and revenue in real time. This isn’t just about convenience. It’s about using technology to create a more efficient, profitable and memorable experience for every guest, making the investment more attractive and its returns more predictable.

Smart investment in the hospitality sector means building not just a property, but a dynamic, resilient business that can adapt to the most critical trends shaping the industry today.

3

Commit to sustainability and wellness

Finally, the most powerful and enduring trend for any hotel investment is a genuine commitment to sustainability and wellness.

Today’s travelers, particularly millennials and Gen Z, are increasingly making booking decisions based on a property’s environmental and social impact. Hotels that invest in eco-friendly infrastructure, such as energy-efficient systems, smart water management and waste reduction programs, are not only appealing to this growing, conscious consumer base but are also significantly lowering long-term operational costs.

Similarly, dedicating resources to wellness tourism, from on-site fitness facilities to digital detox retreats, taps into a multibilliondollar market. These investments signal a brand that is both ethical and forwardthinking. Therefore, they foster loyalty and create a powerful, positive brand identity.

The ROI here is twofold: tangible cost savings from efficiency and intangible, but deeply valuable returns in brand equity and customer loyalty.

An eye on the future In summary, a successful hotel investment in this new era means looking beyond brick and mortar. It’s about building a business that is technologically advanced, experience-centric and purpose-driven. By embracing these critical trends, investors can position their assets for superior performance, stronger profitability and a truly resilient future. tkh.global

Advertorial

AMSA HOSPITALITY ON DELIVERING DESTINATION AWARENESS In our conversation with Bandar Abdulmajeed, the chief brand & marketing officer at Amsa Hospitality, we explore how his team introduces lesser-known Saudi destinations to international audiences, balances global brand standards with local identity and mentors the next generation of local marketing talent in hospitality.

How is Amsa Hospitality positioning its growing hotel portfolio to stand out in Saudi Arabia’s competitive and rapidly evolving hospitality market?

The success of any new hotel depends largely on how well it is branded and marketed to its target guests. Amsa Hospitality is expanding the reach of global hospitality names across the kingdom through several partnerships with international brands, including Accor, Radisson and IHG. We have also signed a master agreement with Accor to develop and operate 18 midscale properties in tiertwo cities.

Several of your projects are located in tier-two cities that many international travelers may not yet know. How are you positioning these destinations and introducing Saudi Arabia’s lesser-known locations to a global audience?

We start by highlighting each city’s authentic character, whether it’s cultural heritage or natural landscapes, and connect it to broader travel trends.

Today’s international travelers are looking beyond major hubs, and Saudi’s tier-two cities offer a fresh story. Our campaigns often combine destination awareness, which is why we deeply appreciate our collaboration with the Saudi Tourism Authority and other governmental tourism-related entities. Importantly, they enable us to ensure guests see the city as part of their overall stay experience.

You recently opened the first internationally branded hotel in Khamis Mushait. In emerging markets, where global brands are new, which preopening marketing activities do you see as most critical to build awareness and drive demand?

Community engagement is key. Before opening, we work with local stakeholders, influencers and media to make sure the property is embraced by the community.

At the same time, we leverage the international brand’s global distribution and loyalty programs to attract first-time visitors. A balance of local activation and international exposure builds momentum from day one.

Today’s international travelers are looking beyond major hubs, and Saudi Arabia’s tier-two cities offer a fresh story.

Amsa Hospitality partners with worldrenowned brands, each with strict guidelines, while also aiming to reflect Saudi culture and identity. How do you balance international brand standards with the unique Saudi spirit you want to convey?

It’s about integration, not compromise.

Global brands bring proven systems and recognition, which are essential, but guests also want to feel where they are. We make sure Saudi elements, such as design cues or storytelling in communications, are embedded into the brand framework. That way, the property feels both internationally familiar and distinctly Saudi.

Beyond brand building, you also mentor and develop young Saudi professionals in hospitality marketing. What skills and perspectives do you prioritize when guiding the next generation of talent?

Curiosity and adaptability are the two qualities I value most. Hospitality marketing is fast-changing, with digital channels and data-driven tools evolving constantly. I encourage young Saudis to build strong fundamentals in communication and brand strategy, but also to stay open to learning. Equally important is instilling pride: they are not merely promoting hotels, they are telling Saudi Arabia’s story to the world. amsahospitality.com

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INFLUENCERS

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LATE-NIGHT STORYTELLING:

ENTREPRENEURS ON NIGHTLIFE’S NEW ERA Gone are the days when evening audiences were content with just drinks and a playlist. Today’s guests are curious and emotionally aware, seeking venues that stir the senses and tell stories. Seven nightlife entrepreneurs open up on how they’re crafting unforgettable, immersive experiences that keep people coming back for more.

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We believe the key is to stay innovative and consistent with market trends while remaining true to our unique identity.

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ANDRE ALEXY General manager and new builds officer Amazonico Dubai amazonicorestaurant.com/dubai amazonicodubai

Latin-American inspiration Amazónico is part of D.ream International, a global hospitality group. Today, we’re proud to operate four venues worldwide: Amazónico Madrid; Amazónico London; Amazónico Dubai; and Amazónico Monte Carlo, which opened in 2024. We are also preparing to launch a fifth venue in a new location - Amazónico Miami - in September 2026. Each venue reflects our core DNA of Latin American-inspired cuisine, elevated service and vibrant entertainment, while being tailored to its unique city and audience.

Nights out with a difference We are a restaurant first and foremost, and the culinary experience is at the heart of our DNA. Delivering exceptional food with consistency, alongside attentive service, is what defines us and keeps our guests returning. At the same

time, we recognize that entertainment plays a vital role in shaping the overall atmosphere. By blending world-class gastronomy with immersive music and performances, we create an individual experience that goes beyond dining and sets us apart on the nightlife scene.

Seamless transitions Importantly, we cater to modern nightlife seekers with immersive, Instagrammable spaces that blend dining, cocktails and clubbing in one venue. Guests can transition seamlessly from restaurant to lounge to rooftop without venuehopping. The Lounge features live music and DJs for a dynamic atmosphere, while Paraíso Rooftop Club hosts top local and international DJs for true nightlife enthusiasts. Signature cocktails, sushi

bars and a diverse fusion menu create shareable culinary moments. Extended late-night hours up to 3 a.m. appeal to night owls, making Amazónico a complete, high-energy destination for the new-age, experience-driven crowd.

Evolving authentically We believe the key is to stay innovative and consistent with market trends while remaining true to our unique identity. By continuously evolving our offerings yet maintaining the essence of what makes us distinctive, we ensure that we stand out in a highly competitive industry.

Consequently, our ability to balance innovation with authenticity has become our greatest strength.

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A successful nightlife venue is about far more than great food and drinks. It’s the art of creating a complete multisensory experience.

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AYMAN BAKY CEO and founder Baky Hospitality Group bakyhospitality.com aymanbaky, bakyhospitality

Venues with personality Founded in 2013, Baky Hospitality Group has become one of Egypt’s most influential names in luxury dining and nightlife. With a focus on exceptional culinary experiences and innovative design, we have curated a portfolio of venues that each offer their own unique personality. Our portfolio includes: Sachi, with locations in Heliopolis, Park Street, Almaza and Marassi; Kazoku in New Cairo; Megumi in El Gouna and Almaza; and Reif Kushiyaki in 5A and Marassi. Collectively, these destinations have helped us to gain a strong position in Egypt’s evolving luxury F&B landscape.

A sense of belonging A remarkable dining destination is defined by more than its cuisine and cocktails. It is the art of crafting an elevated, multisensory journey. At Baky Hospitality, we thoughtfully design every element to evoke emotion, warmth and connection. Our focus extends from the curated music and refined ambiance that set the tone to the seamless, personalized service that ensures every guest feels genuinely welcomed.

Our culinary philosophy celebrates

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innovation through a harmonious fusion of Mediterranean elegance, Asian sophistication and the delicate artistry of Japanese cuisine. Each Baky space is intentionally crafted to inspire a sense of belonging. Here, guests don’t simply dine. They experience, connect and become part of a story. It is this balance of culture, flavor, design and hospitality that transforms our restaurants into true lifestyle destinations.

designed with a unique identity, allowing us to curate immersive experiences that cannot be replicated. We continuously invest in world-class design, pioneering culinary concepts and strategic collaborations with luxury brands to elevate our positioning. For us, competition is simply an opportunity to steer the conversation. We prioritize setting trends, staying ahead of lifestyle shifts and anticipating what our audience desires before they do.

Inspiring connections Today’s dining audience is more sophisticated, well-traveled and experience-driven than ever before. So we’ve worked on creating immersive, lifestyle-led moments designed for this new generation. Every detail, from the music curation and interior storytelling to chef-driven menus and artisanal mixology, is crafted to ignite the senses and inspire connection. This combination helps us to remain at the forefront of Egypt’s evolving fine dining scene.

Ambitious expansion ahead We have several ambitious new projects in the pipeline. In Q1 2026, we’ll introduce Little Lexie’s at Swan Lake Residence, a refined Italian bistro blending classic flavors with contemporary design. In Q4 2026, we’ll unveil Sachi Swan Lake Residence, a Mediterranean dining destination seamlessly blending elegance and modern design.

Meanwhile, Reif Kushiyaki Seasons will launch in Q1 2026, expanding our modern Japanese concept to New Cairo. Excitingly, we will introduce an opulent, high-end Chinese experience – Madame Yu – in Q4 2026. Beyond openings, we’re innovating through exclusive partnerships, music-driven programming and digital storytelling.

All about anticipation Rather than competing on volume, our aim is to compete on vision, quality and distinctiveness. Each of our venues is

Ultimately, success is about striking the right balance between consistency and originality, ensuring that every visit feels fresh, exciting and worth coming back for.

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RABIH FAKHREDDINE Founder and group CEO 7 Management 7management.me rabihfakhreddine

A visionary portfolio Founded in Beirut in 2015, 7 Management began its journey with the launch of February 30 bar and Seven Sisters, soon followed by Antika and Kahwet Beirut, cementing its reputation in Lebanon’s hospitality scene. The portfolio later expanded with Parasol and Sayf.

In other developments, our project pipeline includes: the relocation of Seven Sisters - Dubai Creek, Lady Bird - 25 Jump Street, Villa Em Sherif - Al Wasl, Em Sherif Café - Mall of the Emirates and Em Sherif Restaurant [Dubai]; Scalini [Beirut]; Lucia’s [Baghdad]; Em Sherif Café [Athens]; and Em Sherif Café [Bucharest].

By 2018, the group entered Dubai with Seven Sisters, later introducing bold, experience-driven concepts such as The Theater, February 30, Sayf and Limonata.

Growth continued with Lucia’s, which has since expanded to Doha and Athens.

7 Management has also integrated highprofile franchises into our portfolio in new markets, including Meat the Fish Dubai, Em Sherif Restaurant, Em Sherif Café, Scalini, Bagatelle Athens, Antika, Yubi and Lady Bird.

Consistency vs. originality The success of a nightlife venue lies in creating an experience that goes far beyond music and drinks. It starts with a clear identity and an atmosphere that guests can instantly connect with and feel part of. From world-class entertainment to carefully crafted cocktails, distinctive dining and impeccable service, every detail contributes to shaping the journey. Design and ambiance play an equally important role, setting the tone for unforgettable nights. Ultimately, it’s about striking the right balance between consistency and originality, ensuring that every visit feels fresh, exciting and worth coming back for.

Strategic partnerships, a robust pipeline In a landmark partnership, the group collaborated with Joël Robuchon to operate seven restaurants on Sindalah Luxury Island, NEOM, and with Ennismore to launch the highly anticipated 25 Jump Street at Dubai World Trade Centre. As the region’s first licensed street, 25 Jump Street is set to become a vibrant destination blending bold flavors, creative concepts and street-style energy. Most recently, Yubi, Dubai’s first homegrown licensed handroll bar, opened there.

Sparking emotions and connections The new-age nightlife clientele seeks more than just a venue. They crave multisensory experiences that spark emotion and connection. To meet these expectations, we

focus on crafting atmospheres where music, performances, design and hospitality come together to create unforgettable moments.

Today’s guests are curious, adventurous and well-traveled, so they look for venues that surprise them and feel ahead of the curve.

Our goal is to shape what nightlife looks like tomorrow rather than simply responding to today. By staying attuned to evolving tastes and pushing creative boundaries, we ensure that every night is not just a gathering but an experience that resonates long after it ends.

Competition as opportunity Competition in the nightlife industry is inevitable, and we view it as an opportunity rather than a challenge. The market is dynamic, and guests today are curious, discerning and culturally aware. Our focus is on understanding what people want, listening to evolving preferences and consistently delivering meaningful experiences that resonate with them.

Instead of comparing ourselves to others, we concentrate on staying relevant, finding ways to evolve and ensuring each concept has its own identity and purpose. By keeping the guest at the center of every decision, we create spaces that feel authentic and naturally stand out.

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We view competition as a push to stay creative and attentive, ensuring that each venue holds its own place in the market by staying authentic, innovative and memorable.

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SALIM GHANEM CEO Standalone Group standalone-group.com standalonegroup

Innovating for today’s audiences Standalone Group is a hospitality management company established in 2017, known for creating distinctive nightlife and dining concepts. Its portfolio includes venues such as SPINE, ELSE and ANU in Beirut; Mr. Panther and Guestlist in Lagos; and HIDE in Doha. The group is also expanding in Doha with two beachfront concepts, Lost Call and SEEK. At the heart of Standalone’s innovation is the Standalone Group app, the first hospitality platform of its kind in the Middle East and Africa, allowing guests to seamlessly book, explore and engage with all its venues.

Fresh, relevant and seamless For a nightlife concept to be truly successful, it must be unique at every stage. From the creation of the idea to the experiences it delivers and the quality of service it sustains over time. At Standalone Group, we dedicate ourselves

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to developing concepts that not only stand out from the beginning but also continue to engage and inspire, offering guests memorable and seamless experiences throughout the lifetime of each venue.

Delivering personalized moments Today’s new-age clientele are more discerning than ever, seeking experiences that go beyond the ordinary. To break through the clutter, we deliver innovative, personalized and shareable moments from hosting internationally renowned DJs to curating exclusive themed nights.

Our dedicated group application further elevates the experience by offering a seamless and tailored reservation process, ensuring every guest enjoys distinctive and effortless access to nightlife at its finest.

Rising above, raising the game In nightlife, competition is inevitable, but what matters is how you rise above it. For us, the focus is not on outdoing others but on consistently raising our own standards

through original concepts, genuine hospitality and experiences that stay with our guests long after the night ends. At Standalone Group, we view competition as a push to stay creative and attentive, ensuring that each venue holds its own place in the market by staying authentic, innovative and memorable.

Bold openings on the horizon Our expansion continues with bold new openings. In Lagos, Guestlist, an inviteonly, hidden, after-hours space from 3 a.m. to 6 a.m. will open in November 2025, defying the ordinary rules of nightlife.

Meanwhile, in Doha, Standalone Group will be operating two distinctive beachfront venues that are set to launch in March 2026: Lost Call, a nostalgic nod to 1980s Miami, blending dining and drinks in a laid-back, retro atmosphere; and SEEK, a lunch-to-dinner concept that transforms into a vibrant evening destination, offering refined cuisine and an energetic ambiance.

We don't chase trends because that only ends up commodifying our experiences and offerings.

Instead, we focus on curiosity and cultural alignment, understanding youth culture and what spaces they need.

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JADE Founder - chairman Factory People Group factory-people.com thesoundsofjade, factory.people

An entertainment ecosystem Factory People’s portfolio includes restaurants, clubs and nightlife brands, a creative studio, a YouTube channel and a music label. Our current venues include Soul Kitchen Dubai, Reunion Dubai and Beirut, AHM Beirut, Grand Factory Beirut and Parasol Beirut. This diverse ecosystem allows us to create cultural experiences that extend far beyond traditional hospitality, integrating music, art and community into everything we do.

Authenticity over celebrity Success is born from people believing in the authentic essence of what you are bringing to the scene, not just the famous chef and the big DJ bookings.

Our venues are designed to feel timeless and to constantly evolve with the years.

We give a lot of importance to hosting places we feel like being in, so we focus on culture, on creative architecture and on sonic excellence. Consequently, we aim to always run venues that become integral to the city’s landscape, creating spaces that resonate deeply with the communities they serve and stand the test of time.

Building community hubs We meet our customers with the same curiosity they have. Our venues double as art laboratories, music incubators and community hubs. We host musicproduction competitions, workshops, festivals and digital activations to stay close to the youth, involve them in our projects and hear them out in the process. This collaborative approach ensures that our spaces remain relevant and meaningful to the people who use them, fostering genuine connections that go beyond a single night out.

Creating homes from homes Competition is less about other venues and more about earning people’s free time. We don't chase trends because that only ends up commodifying our experiences and offerings. Instead, we focus on curiosity and cultural alignment, understanding youth culture and what

spaces they need. That way, we keep building spaces where people feel safe, surprised and entertained. If we get that right, competition becomes irrelevant because people choose us for who they are, not what our product is. This philosophy has allowed us to create destinations that feel less like venues and more like homes.

Meaningful, experiential expansion We have two restaurants in the making in Dubai and one in Beirut. A new club is also planned for Beirut. Beyond physical venues, we're organizing a lot of events across Lebanon, Egypt and the UAE, further strengthening our presence and cultural impact across the region.

These projects reflect our commitment to creating meaningful experiences that resonate with diverse audiences.

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INFLUENCERS

Guests don't just come for music or drinks. They come for a feeling, for a night that stays with them.

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MARC MAROUN Vice president Nightlife Sunset Hospitality Group sunsethospitality.com Marcomaroun, sunsethospitalitygroup

A far-reaching footprint Founded in 2011, Sunset Hospitality Group has rapidly grown into a pioneer in lifestyle hospitality, with a presence in 26 countries across Europe, Asia and the Middle East. From dining, beach clubs and nightlife to hotels and wellness concepts, we deliver exceptional guest experiences through innovation, partnerships and visionary leadership. With close to 100 operating venues, including brands such as SUSHISAMBA, AURA Skypool, METT Hotels & Resorts and Mott 32, we continue to expand our footprint with a bold growth strategy and people-first culture.

Curation is key I believe the success of any nightlife venue comes down to three key elements: the experience; the energy; and consistency.

Guests don’t just come for music or drinks.

They come for a feeling, for a night that stays with them. We’ve witnessed this across our nightlife portfolio. MOOD Rooftop Lounge captures sophistication and high-energy evenings in an elevated setting, appealing to a stylish, trenddriven crowd who love great views and a vibrant scene. EPIK delivers bold, largescale entertainment with cutting-edge

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production and next-level experiences that constantly raise the bar. Dream Dubai merges fine dining with world-class live performances, creating standout nights for guests who appreciate variety and a complete evening out. The common thread is curation. Every detail, from music and service to design, is thoughtfully crafted. When you deliver that consistently, guests return again and again, making the venue part of their lifestyle.

Satisfying new audiences The new generation of nightlife guests is setting the pace for the industry. They are curious, social and constantly looking for experiences that feel authentic and shareable. We design our venues to reflect that energy, listening closely to this audience and shaping nightlife that keeps them engaged, inspired and coming back. By understanding their appetite for innovation, their desire for variety and their love of immersive experiences, we create destinations that resonate with what they’re seeking.

Defining distinct spaces Competition is part of what makes nightlife exciting. However, we focus on creating venues that each serve a

distinct purpose. By building concepts that fill different niches and speak to different audiences, we avoid blending into the crowd and instead define our own space in the industry. Each venue has its own identity and attracts its own following, from those seeking high-energy sophistication to guests who want cuttingedge entertainment or those looking for a complete culinary and performance experience. This approach ensures that we maintain relevance across multiple segments of the market while giving guests genuine choice in how they want to spend their evening.

A dynamic portfolio We always have exciting projects on the horizon. We’re in the process of opening D’Lirio in Montenegro and soon after in Marbella, bringing a fresh new concept to these markets. We are very excited that following its success in Dubai and Bahrain, MOOD Rooftop Lounge is also expanding with a new location in Cairo. In the UAE, we are in talks for additional ventures that will continue to raise the bar for nightlife in the region. Each project is an opportunity to deliver something different, and that keeps our portfolio dynamic and forward-looking.

Our guests are looking for more than just a night out. They want connection, atmosphere and authenticity. That’s where we focus our energy.

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NATASHA SIDERIS CEO and founder Tashas Group tashasgroup.com tashasgroup

An award-winning formula Tashas Group is a globally recognized hospitality company, renowned for creating distinctive and elevated dining experiences. Headquartered in Dubai, with roots in South Africa, Tashas Group has built a portfolio of award-winning restaurant, bar and retail brands based on three core tenets: beautiful food; stunning environments; and engaging personal service. The group currently has 41 locations in five countries: South Africa; UAE; KSA; Bahrain; and the UK. Our brands include premium casual concepts, such as: Tashas; Le Parc by tashas; Café Sofi; Arlecchino by tashas; and Ouzeri. Then there are fast casual options, like NALA, and bars, such as Galaxy Bar and Perlage. Alongside these concepts, we have elevated dining and retail experiences, including: Avli by tashas; Flamingo Room by tashas; Bungalo34; African Lounge; and Collective Africa.

Venues with soul The success of a nightlife venue isn’t just about the drinks. They need to be exceptional by default. It’s about the feeling you create the moment someone walks through the door until they leave.

We obsess over every little detail: lighting, music, drinks, styling of the actual space and genuine hospitality. It’s the warmth of the welcome, the authenticity of the experience and the kind of ambiance that makes people want to linger. Our venues have soul and a clear identity. Making sure that we stick to the ethos of what we stand for is so important. We focus on our guests, not trends, creating a complete experience for them while constantly innovating.

Anchored in authenticity We don’t follow trends or tailor our venues to fit a specific definition of new-age nightlife. Instead, we remain anchored in who we are as a brand and continuously refine every detail. Our guests are looking

for more than just a night out. They want connection, atmosphere and authenticity.

That’s where we focus our energy, and we find that it naturally attracts a modern, discerning audience who appreciate spaces that feel genuine and thoughtfully created.

Evolution through refinement In the nightlife space, we stay ahead by constantly evolving. Whether it’s reimagining our cocktail menus through team-led innovation or refreshing our interiors when the magic begins to fade, we never stand still. Every detail, from glassware to lighting, is intentional.

Behind the scenes, robust systems ensure consistency. It’s this blend of creativity and structure that keeps us competitive and ensures that our venues continue to deliver exceptional experiences night after night.

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BUSINESS

LODGING

BUILDING

HOTEL BRANDS WITH PURPOSE

Creating a new hospitality concept should never be just another marketing exercise or portfolio expansion. Antony Doucet, chief experience officer at Kerten Hospitality, shares his dos, don’ts and lessons learned when introducing new names into the market.

In hospitality today, the conversation around brand creation has never been louder. Investors and operators alike see opportunities in differentiation, in lifestyle positioning and in developing products that answer to new guest expectations. However, behind the glossy announcements of new concepts lies a more complex question: what is the true value of launching a new hotel brand?

For me, the answer begins with purpose.

A brand should never be born simply to expand a portfolio. Instead, it should exist because it adds something essential to a place, a community or a conversation.

Otherwise, we risk adding noise to an industry already overflowing with logos and sub-brands.

In our work, each project has taught us valuable lessons about the pros and cons of brand creation. What follows are some reflections, not as prescriptions, but as observations from navigating this journey.

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THE UPSIDE: purpose-built brands One of the strongest advantages of launching a new brand is the ability to tailor it from the ground up. You start with a blank canvas, unburdened by legacy systems or rigid brand guidelines.

Moreover, you can design a bespoke experience around a very specific purpose.

A powerful example of a purpose-built hotel is Dar Tantora (The House Hotel) in AlUla, Saudi Arabia. Rather than importing a pre-set concept, the hotel brand was shaped entirely by the destination’s history and cultural fabric. The property was born from centuries-old mud-brick houses, restored with great care to preserve authenticity while introducing comfort. Additionally, guests are invited into experiences that go beyond a typical stay: candlelit pathways, traditional rituals, storytelling and a design language that honors local heritage.

This approach transforms a hotel into a cultural gateway. The brand’s identity is inseparable from its setting. Therefore, when a new concept is rooted in place and purpose, it resonates not only with the community but also with travelers seeking meaning in their journeys.

Starting fresh also allows for ESG to be at the core. It allows businesses to integrate carbon reduction, local sourcing and social impact into the DNA rather than bolting them on later. Guests notice when sustainability is an afterthought versus when it is the backbone.

Finally, new brands give us the chance to build creative partnerships that enrich the story. In AlUla, a collaboration with Kayali fragrances turned a hotel stay into a sensory journey rooted in local artistry.

When Jeep and Petromin joined us for an adventure offering in the desert, it added another dimension of experience.

These partnerships thrive best when there is a fresh brand canvas to build on.

In collaboration with

Guests should never feel inconsistency, even if they are moving from a glamping site to a branded residence. Holding that balance takes discipline.

THE DOWNSIDE: complexity behind the logos However, it would be dishonest to say that launching new brands only has an upside. There are very real challenges and ignoring them can quickly erode value. Below are three of the most important: Complexity - each brand carries its own ethos, design language, guest promise and operational model. Without a strong backbone, the portfolio risks becoming fragmented. Guests should never feel inconsistency, even if they are moving from a glamping site to a branded residence.

Holding that balance takes discipline.

Resource intensity - launches demand leadership focus, creative energy and operational resilience. Rolling out one new opening after another is exciting but also exhausting for teams if not carefully managed. Every new brand requires not just a launch plan but a long-term roadmap for growth and consistency.

Market risk - a brand deeply rooted in community only succeeds if it truly resonates with that community.

Entering a new cultural or regulatory environment with a concept that misses the mark can damage credibility quickly.

When we opened Cloud7 in Rome, we weaved local art and heritage into the experience, instead of imposing a predesigned template. Getting that wrong could have undermined both authenticity and acceptance.

LESSONS LEARNED: finding the balance So how do we navigate between opportunity and complexity? A few lessons stand out from my own journey: Why is the compass - every new brand should have a clear purpose. Whether it’s empowering entrepreneurs, driving sustainability or creating immersive cultural experiences, the reason must go beyond commercial expansion.

The internal architecture matters collaborative leadership, dedicated teams and an adaptable operational methodology allow new brands to grow without draining the whole organization.

From luxury to mid-scale, a brand is only

as strong as the structure that supports it. Furthermore, a framework should combine guidelines and processes with the freedom to curate.

This framework needs to be reinforced by ‘the story document,’ a living blueprint that captures the intent of each bespoke brand launch: its vision, guest journey and community role. Then, when the general manager and his team step in, they are not simply operating a property but carrying forward a story.

Communication - connecting with owners, investors, governments, architects and local communities around this shared story is vital. It ensures that innovation remains anchored in place and purpose. That balance between structure and disruption is what enables industry players to scale bespoke without becoming generic, while maintaining coherence and clarity. Without this framework, creativity risks fragmentation.

However, with it, new brands can thrive and remain authentic at scale.

Partnerships amplify impact - from public-sector collaborations like The Collective in Saudi Arabia to crossindustry alliances such as Lumente, we’ve learned that partnerships give depth and longevity to new concepts.

Cultural immersion is non-negotiable - a successful brand launch listens first and designs second. It reflects local identity and integrates it into every touchpoint, from design to scent and from sourcing to storytelling.

Creating stronger brands I don’t believe the future of hospitality lies in creating endless hotel brands for the sake of growth. Rather, it lies in creating stronger, more purposeful brands. Launching a brand is not a marketing exercise. It is a responsibility.

Each one should be an ecosystem that matters, empowers and endures.

For us, navigating the pros and cons of launching new brands has been less about portfolio growth and more about living our purpose.

The question we should all be asking is not “Can we launch another brand?” but “Why should this brand exist?” If the answer serves communities and creates value for both people and planet, then the brand is worth building. If not, perhaps we already have enough names in the market. kerten.com

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COUNTRY REPORT

EGYPT:

NAVIGATING A ROBUST RECOVERY Faced with a range of internal and external challenges, the last few years have not been easy for Egypt. And yet in a display of characteristic resilience, the MENA country is now eyeing a brighter outlook, buoyed by a record-breaking year for tourism and ambitious targets for the sector. Nagi Morkos, founder and managing partner at Hodema Consulting Services, takes us through this impressive turnaround.

Egypt has faced challenging economic conditions since the pandemic. As a result, in 2022, it secured a USD 8 billion loan from the IMF. Inflation peaked in September 2023 at 38 percent and then devaluation hit hard. However, more recently, threats have been largely external, starting with pressure on wheat imports due to the war in Ukraine. Today they include the regional conflict, which has disrupted traffic in the Red Sea.

A strong recovery Despite these impediments and external shocks, the economy is growing a thicker skin and showing signs of robust recovery.

In August, Ahmed Kouchouk, the country’s finance minister, announced that real GDP grew by 4.5 percent in the fiscal year 20242025, up from 2.4 percent the previous year. Non-oil manufacturing, tourism and telecommunications have fared notably well since the end of 2024. Moreover, a series of tax reforms and privatizations has given a fresh boost to certain sectors.

With inflation holding steady at around

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14 percent, next year’s results may even exceed the government’s 4.5 percent target. However, this depends on the outlook remaining stable.

Supporting these positive signs, Fitch Solutions has forecast the country’s nominal GDP to rise steadily over the next decade. Additionally, Prime Minister Mostafa Madbouly announced in August that dollar reserves reached USD 8.5 billion in July - a historical high. The increase, which was partly due to surging remittances from Egyptians abroad, indicates confidence in the economic landscape. More good news came when the IMF released its report after reviewing the country’s accounts in the spring. In recognition of national efforts to preserve macroeconomic stability, creditors approved a USD 1.2 billion disbursement from the USD 8 billion loaned. Consequently, the prime minister announced an upcoming roadmap outlining the nation’s development and economic strategy through 2030. The plan marks the transition into the post-IMF period.

Record-breaking tourism The tourism industry’s robust performance offers another sign of confidence in Egypt’s economic prospects. Arrivals reached a record 15.8 million in 2024, climbing by more than 21 percent on preCovid levels. The country has now become the second-largest tourist destination in Africa, behind only Morocco. Furthermore, preliminary figures for H1 2025 point to a steady upward trend. Visitor numbers for the first six months reached 8.7 million, up from 7 million in the same period in 2024.

With tourism contributing more to the economy than other sectors, these strong results are unsurprisingly translating into fresh inflows. Revenues rose 15.4 percent to reach USD 12.5 billion from July 2024 to March 2025, according to the Central Bank, up from around USD 10.9 billion for the same period the previous fiscal year. Moreover, the institution’s balance of payments report revealed that tourist nights totaled 134.3 million, climbing from approximately 116.4 million.

In collaboration with

Untapped regions are being transformed into touristic destinations to facilitate new hotel projects. Sidi Heneish on the north coast is one such example.

An ambitious roadmap The tourism industry officially accounted for 8.5 percent of GDP last year. However, estimates put the figure much higher once informal jobs are included. As a result, the authorities have set ambitious targets for the sector. A June report by the World Travel & Tourism Council found that tourism supported 2.7 million jobs in 2024, exceeding the 2019 peak.

Employment growth is set to gain pace, in line with the government’s objectives for the industry. Outlined in the National Strategy for Tourism Development in 2022, key targets include attracting 30 million tourists annually by 2028. The strategy forms part of broader plans to transform the country into a leading global destination.

Widespread media and advertising campaigns have been launched to support these efforts. Initiatives include the 2024 ‘Living 365’ campaign, which targets Gulf and Arab countries. A previous 2022 campaign titled ‘Follow the Sun’ reached 500 million people worldwide, according to officials.

The number one priority now is to expand infrastructure. Officials last year announced targets of 25,000 new hotel rooms, following a warning about shortages from the Ministry of Tourism.

According to Sherif Fathi, the minister of tourism, the industry will need to add 250,000 hotel rooms to the current 223,000 available to meet the country’s goals for the next decade. Consequently, untapped regions are being transformed into touristic destinations to facilitate new hotel projects. Sidi Heneish on the north coast is one such example.

Egypt’s tourism industry is traditionally known for its expansive facilities targeting groups and visitors seeking all-inclusive trips. However, the sector has broadened its offerings in recent years to include higher-end and more sustainable options.

New refined projects, such as Minor Hotels’ Anantara brand in Soma Bay, are underway on the Red Sea shoreline.

Meanwhile, El Gouna, also known as the Venice of the region, is attracting several luxurious establishments. Even Hurghada, famous for its around-theclock partying and all-inclusive packages, is cleaning up its act to target wealthier visitors. Meanwhile, Hilton is expanding the premium eco-friendly segment with the Abu Dabbab Lodge and Tapestry Collection by Hilton. It has also announced 25 new hotels across the country.

On board with nautical tourism Nautical tourism is becoming increasingly popular, prompting developers to turn their attention to the boating business.

Aligned with this trend, the authorities are exploring public-private partnerships to boost the nautical and cruising industry. The country hosted its first Cruise Egypt Forum last June, bringing the industry’s key players together. It also launched a digital platform to simplify yachting paperwork aimed at attracting wealthier visitors from the Gulf. On a more traditional note, a large number of dahabeyas have recently been restored.

Located on the Nile, these folkloric sailing boats are now offering tourists a luxurious experience that celebrates the country’s rich heritage.

Restoration and protection Indeed, cultural tourism is a key part of the national strategy. Already famous for the Sphinx and the Pyramids, the country now aims to modernize its facilities. Its plans include welcoming more visitors, while better protecting the country’s heritage. In Cairo, the upcoming opening of the Grand Egyptian Museum is the talk of the town. This unprecedented project will transport visitors back to ancient times, showcasing the country’s extensive and rich history. The popular sites of the Valley of the Kings and Karnak Temple have also been restored, with amenities made more sustainable. These include solar panels, which have been installed in five UNESCO heritage sites. Additionally, electric tour buses are set to begin operations in Giza this year.

The government is also working on making the country more accessible to last-minute visitors. In June, a new visaon-arrival was introduced at Cairo airport.

Meanwhile, additional air routes to Europe and Asia are planned in a bid to improve connectivity. These extra flights will serve the growing market of Indian tourists, supporting broader efforts to position Egypt as a year-round destination. hodema.net

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ARCHITECTURE

DESIGNING HOTELS

WITH ART AND HOSPITALITY

Transcending traditional hospitality, today’s hotels are evolving to become creative canvases for cultural expression and emotional connection. Sybille de Margerie, founder and principal at Sybille de Margerie interior design firm, explains how art and design are elevating and enriching the guest experience, weaving meaningful narratives into stays.

Once focused on comfort, hotels are now expected to embody stories and emotions.

For travelers in the Middle East, where luxury is intertwined with heritage and cultural identity, a hotel must transcend its function and become a place of timeless elegance, where design and art give meaning to hospitality.

Art as a timeless signature No longer confined to decoration, art today is defining a hotel’s spirit. Monumental sculptures, curated installations and unique bespoke pieces serve as a visual dialog between guest and place, creating emotional memories that last well beyond the stay. In Dubai, striking, largescale artworks are transforming hotels into landmarks. Meanwhile, in boutique properties from Paris to Marrakech, carefully chosen artisanal pieces create a sense of intimacy. Yet, in both cases, art assumes the role of crafted detail that shapes identity.

Heritage as storytelling The most memorable hotels are those that root their design in heritage. In the Middle East, where tradition and innovation walk hand in hand, art and design are storytellers of culture. A geometric motif, a calligraphic line or a handcrafted object can carry centuries of meaning and yet

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be reinterpreted in a contemporary voice.

Design-led hotels embody a sense of place, offering narratives that let guests discover local culture in a refined, modern setting.

The lobby as a cultural stage Traditionally a place for check-in, the hotel lobby is reimagined as a cultural stage. In design-led hotels, lobbies host exhibitions, performances and art installations in a shift that redefines the guest journey. The first impression is no longer transactional but emotional. For Middle Eastern markets, where hospitality traditions are rooted in generosity and warm welcomes, such spaces provide ideal opportunities for connecting. Guests are invited into a realm that reflects the global character of luxury travel and the local spirit of artistry.

Guestrooms as personal galleries While public spaces often showcase largescale artworks, guestrooms function as personal galleries. Subtle artistic touches, from bespoke headboards to curated object collections, create intimacy. These impressions resonate with guests, who then often share them on social media.

The challenge lies in finding a balance.

Beauty must enhance, not overwhelm.

Here, timeless refinement ensures that every object, texture and artwork creates serenity while also enriching the memory of the stay.

Collaboration as craftsmanship Design-led hotels flourish through collaboration. When hoteliers, architects, designers and artists come together, the result is a dialog that transcends individual disciplines. Craftsmanship plays a vital role. Glassmakers, textile artisans, ceramicists and sculptors are infusing interiors with authenticity.

At the Royal Atlantis Residences in Dubai, this philosophy was brought to life through partnerships with five remarkable women artisans. Anne Corbière created precious textiles, Isabelle Poupinel crafted exquisite porcelain, Céline Alexandre worked as fabric ennobler, Annie Trussart contributed architectural embroidery and Helen Amy Murray produced hand-sculpted textiles.

Their mastery transformed light, texture and color into timeless expressions of artistry.

At the Four Seasons Water Canal, the same spirit of collaboration was expressed through curatorial projects by Josephine Fossey Office, Alessandra Abruzzese’s textile artistry and Ilan Garibi’s metal origami in the lobby. These projects demonstrate how artistic partnerships can elevate hotels into cultural destinations that celebrate both heritage and innovation.

In collaboration with Technology as a canvas

Cross-cultural bridges

The art of emotional luxury

Digital art and technology are now expanding the possibilities of design.

Immersive projections, kinetic lighting and interactive installations are creating dynamic atmospheres that shift with movement and time. For the new generation of travelers, luxury is experiential. In countries such as the UAE and Saudi Arabia, where innovation and ambition are shaping cultural landscapes, the fusion of art and technology offers hotels an opportunity to redefine luxury. It becomes fluid, engaging and timelessly surprising.

Design-led hotels often act as cultural bridges, weaving together local heritage with global design languages. A space may integrate Arabic calligraphy into contemporary furniture, for example, or pair local stone with modern sculptural forms.

For international travelers visiting the Middle East, such choices create familiarity while celebrating diversity. Simultaneously, for regional guests they affirm pride in cultural identity, while offering a window on global artistry. This dialog reinforces the timeless art of connection that hospitality possesses.

The convergence of art and hospitality is redefining the very essence of the hotel. No longer confined to service and comfort, the modern hotel aspires to inspire, educate and create emotional luxury. And significantly, a form of luxury that moves the soul through beauty, heritage and timeless design.

Sustainability through artistic design

What's next: living museums

Sustainability has become an integral part of design-led hospitality. Artistic reuse of reclaimed materials, eco-conscious craftsmanship and biophilic design elements are elevating responsibility into beauty.

These trends reflect a new refinement, with environmental awareness providing creative opportunities. In the Middle East, where destinations are investing heavily in sustainable tourism, hotels that embody this aesthetic are aligning with a future vision of responsible yet luxurious travel.

The next chapter in hospitality design is the concept of hotels as living museums. We can expect to see properties where heritage, contemporary art and crafted design coexist in perpetual dialog. Exhibitions, artist residencies and curated cultural programs will transform hotels into evolving experiences. Beyond a stay, guests will be offered a journey into artistry.

Monumental sculptures, curated installations and unique bespoke pieces serve as a visual dialog between guest and place, creating emotional memories that last well beyond the stay.

Atlantis The Royal, Dubai

Four Seasons, Dubai

By embracing art, craftsmanship and stories rooted in place, hotels can become destinations where every detail carries meaning. For hospitality leaders and designers alike, the challenge is to harness this power responsibly. Art must never be mere decoration but a timeless medium for creating meaningful and authentic guest experiences.

In this convergence of art and hospitality lies the true essence of a sense of place.

And the promise of a future where cultural richness and innovation shape an enduring vision of hospitality. sybilledemargerie

In the Middle East, where cities are positioning themselves as cultural capitals of the world, design-led hotels will be vital ambassadors. Embodying timeless elegance, heritage and refined hospitality, they will ensure that art and design remain central to the travel experience.

Atlantis The Royal, Dubai

Four Seasons, Dubai

Four Seasons, Dubai

Four Seasons, Dubai

Four Seasons, Dubai

Four Seasons, Dubai

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BUSINESS

TRENDS

INNOVATION MEETS ARTISTRY:

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TRENDS REDEFINING

FOOD DESIGN From 3D food printing to cultural storytelling, the culinary world has entered an era of daring creativity and experimentation, much to the delight of diners. Duncan Fraser-Smith, CEO of Craft Hospitality Group, shares seven key disruptors that are taking the dining experience to another level.

In the ever-evolving world of hospitality and culinary arts, food design stands at the forefront of innovation, constantly pushing boundaries to deliver memorable experiences for diners. As customers become more curious, informed and adventurous, culinary professionals are embracing new trends, techniques and philosophies to elevate their craft. From sustainability and storytelling to technologydriven presentation, the landscape of food design is vibrant, diverse and full of possibilities. Following are seven key trends that are currently shaking up the industry.

1

Experiential food design

Today’s diners crave more than just a meal. They seek immersive experiences that engage all their senses. Food has become a storytelling medium, an art form that conveys culture, history and identity. Chefs and culinary designers are now focusing on creating multisensory experiences through visual artistry, aroma, texture and even sound. For instance, some restaurants are incorporating elements like smoke, soundscapes, LED immersions or even interactive plating to captivate their guests and make dining an event to remember.

This approach not only elevates the perceived value of a meal but also creates a deeper emotional connection. In practice, chefs have previously crafted dishes that change in texture as diners eat, such as edible foams, gels or dehydrated components, transforming how familiar ingredients are experienced. So, what could the next evolution be?

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2

Sustainable and ethical design

Sustainability remains a driving force behind innovation in food design.

Culinarians are continuing to explore alternative ingredients, such as plant-based proteins, insects and lab-grown meats, to reduce environmental impact. Additionally, nose-to-tail dining and zero-waste practices encourage the use of every part of an ingredient. These approaches foster creativity while reducing waste and are practices that should be forward leaning for all operators in the future.

Food presentation must now align with ethical values. As a result, designs are now highlighting provenance, seasonality and eco-friendly practices. Edible packaging and biodegradable plating are gaining popularity, reminding us that sustainability extends beyond ingredients to every aspect of presentation.

In collaboration with

3

Technology and innovation

Advancements in technology continue to revolutionize food design, introducing new tools for creativity and precision.

3D food printing, for example, enables the creation of complex geometries and intricate patterns that would be impossible to make by hand. Chefs can custom-develop textures and flavors, even replicating traditional dishes in novel forms.

Additionally, augmented reality (AR) and virtual reality (VR) are starting to influence dining experiences by providing immersive visual storytelling. Diners can see their dish in 3D or explore virtual narratives that deepen their appreciation of the cuisine’s cultural or historical context.

Smart kitchens equipped with AI-driven appliances are allowing for precision cooking and flavor pairing, personalized menus and efficient use of ingredients.

These technological innovations not only expand creative horizons but also improve sustainability and efficiency.

4

Globalization and fusion cuisine

The interconnected world has fostered a melting pot of culinary influences. As a result, chefs are blending flavors, techniques and presentation styles from different cultures. Food design now often incorporates vibrant colors, diverse textures and fusion elements that reflect a global palate.

For instance, integrating Asian spices with European plating styles or combining South American ingredients with Middle Eastern techniques is producing dishes that are exciting, unexpected and culturally rich.

This trend allows for creative storytelling and offers diners the chance to taste the world in a single plate.

5

Minimalism and precision

While bold and eclectic designs are trending, minimalism remains a powerful influence in food presentation. Clean lines, simple plating and elegant compositions focus on highlighting the core ingredient’s beauty and purity. This approach often emphasizes high-quality produce and precise technique, allowing the ingredient’s natural aesthetics to shine.

Additionally, minimalist design can also create a sense of calm and sophistication, aligning with modern expectations of elegance and refinement. The key is balance, ensuring that simplicity does not equate to monotony but rather creates visual harmony and focuses the narrative.

Chefs and culinary designers are now focusing on creating multisensory experiences through visual artistry, aroma, texture and even sound.

6

Food art and playfulness

In recent years, food has become a canvas for artists. Chefs are pushing creative boundaries to produce edible art. Vibrant, playful plating that resembles abstract paintings or sculptures invites diners to interact with their food. Moreover, it breaks down traditional notions of consumption.

7

Cultural storytelling through design

Food design has evolved into a powerful medium for cultural expression and narrative. Chefs are using presentation to tell stories about heritage, tradition and personal journeys. Each element on the plate can represent a chapter, from ingredient sourcing to cooking techniques passed down through generations.

A storytelling approach creates authenticity and depth in dining experiences.

Furthermore, it allows guests to connect with cuisines on a more meaningful level.

By weaving narratives into food design, chefs are honoring culinary traditions while innovating for contemporary palates.

Crucially, storytelling transforms dining from mere consumption into an educational and emotional journey.

Embracing innovation For hospitality professionals, staying attuned to these trends offers an opportunity to differentiate their offerings and delight their guests. Embracing innovation in food design isn’t just about aesthetics. It’s about creating meaningful connections, respecting our planet and inspiring curiosity.

Ultimately, the future of food design belongs to those who dare to experiment while telling a story at the same time. crafthospitality.group

This trend encourages chefs to experiment with textures, colors and shapes. We see it in the incorporation of elements like edible flowers, microgreens or custom molds.

Playful presentation not only delights aesthetically but also sparks curiosity and conversation.

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What’s your

mood today?

Recreate, or get inspired by any of these beautiful cheese platters. Express your culinary mood with the endless variety of French cheeses.

So, what will it be today? Brie de Meaux, Bleu d’Auvergne, Tomme de Savoie or Comté?

Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or FranceAgrimer. Neither the European Union nor the granting authority can be held responsible for them.

Photography & food styling by TheKateTin.com

Cheeseboard

Craving for Comté

Fall-ing for Tomme de Savoie

Grumpy Blue

Brie-lightful mood

BUSINESS

F&B

THE FUTURE FOR FOOD SERVICE TECH AND A HUMAN TOUCH The hospitality industry is in a transformative phase, with technology reshaping traditional operating models at unprecedented pace. Abdul Kader Saadi, founder and managing director at Eighty6, explores how businesses can introduce innovative tools into their operations without losing the all-important personal connection.

The food service industry stands at a crossroads. Pressures from rising consumer expectations, delivery business penetration, high saturation and labor challenges are pushing restaurants, cafeterias and food providers to rethink long-established models. At the same time, technology is advancing at a rapid pace, from AI-driven personalization to robotics in the kitchen. The opportunity is immense, but so is the risk. Do workers have the time to learn and adopt new systems? Is management spending sufficient time to train staff and show them the benefits?

Adopt technology too quickly, and the dining experience risks feeling impersonal.

Ignore it, and businesses risk falling behind competitors who are embracing efficiency and innovation. Technology is only beneficial when well implemented and utilized. It requires considerable attention at the beginning and a person in charge.

You cannot just impose it and expect staff to adopt it seamlessly.

The way forward lies not in choosing between human connection and technology but in integrating the two. By

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adapting operations to new possibilities and adopting innovative tools in a humancentric way, the food service industry can deliver experiences that are both sustainable and satisfying.

The human-centric lens Food, at its heart, is about connection.

Whether it's a quick lunch from a food truck or a fine-dining tasting menu, the core experience is about people. For that reason, technology must be deployed carefully.

Instead of replacing hospitality, it should augment it. For example, kiosks and mobile ordering apps reduce wait times.

However, staff should still be available to answer questions, make recommendations or simply smile at a guest. AI can personalize menu suggestions, but it should not strip away the joy of discovery.

Robotics can prepare meals consistently, but human chefs are still needed for creativity and cultural authenticity.

Restaurants like Sweetgreen, which recently introduced its Infinite Kitchen, demonstrate how this balance can be struck. In its tech-powered restaurants,

automated systems assemble salads with precision and speed. Meanwhile, staff focus on customer interaction, guiding choices, explaining sourcing and creating a sense of hospitality. The machine doesn’t replace humans, but elevates them.

Innovations reshaping food service A wave of new technologies is transforming the industry’s ecosystem.

Several stand out as particularly impactful: 1. Smart kitchens - IoT-enabled ovens, refrigerators and grills can monitor energy usage, track food safety and even reorder supplies automatically. These systems cut costs and reduce errors while also lowering a restaurant’s carbon footprint.

2. AI and data analytics - AI-driven demand forecasting helps restaurants prepare just the right amount of food.

This reduces both waste and costs.

Personalized recommendations can help customers make healthier, more sustainable choices. For example, AIpowered menu boards can adjust offerings in real-time based on inventory levels, weather or even local events.

In collaboration with 3. Robotics and automation - robots flipping burgers, baristas making lattes or autonomous vehicles delivering meals are no longer science fiction. These systems excel at repetitive tasks, freeing human workers to focus on higher-value aspects of service.

4. Procurement platforms - beyond the front-of-house and kitchen, procurement is also being reshaped by technology.

Platforms are streamlining the connection between suppliers and restaurants. They help operators manage purchasing more efficiently, cutting administrative time.

This not only supports better operational efficiency but also strengthens supplier relationships and reduces food waste through smarter ordering.

Sustainability as the guiding principle Perhaps the most pressing challenge and opportunity is sustainability. The food service industry is responsible for enormous amounts of waste, both in food and in energy. Technology provides tools to address this crisis head on.

AI forecasting systems can dramatically reduce overproduction. Smart sensors can track food freshness and prevent spoilage.

Platforms like Too Good To Go already connect restaurants with consumers willing to purchase surplus food at a discount. This turns waste into opportunity.

Energy efficiency is another frontier. IoTenabled appliances optimize electricity and water usage, cutting both costs and emissions. Forward-thinking restaurants are already integrating renewable energy into their kitchens and dining spaces.

The future: blended experiences

As technology reshapes the sector, leaders must remember that diners come not only for efficiency but also for connection.

Adoption vs. adaptation There’s an important distinction between adopting technology and adapting to it.

• Adopting means installing a new app, robot or system. Many businesses do this quickly, sometimes to follow trends or keep up with competitors.

• Adapting, however, means rethinking processes, culture and values to ensure technology serves both customers and employees.

For example, a restaurant that simply adopts kiosks might alienate guests who miss the human touch. However, one that adapts by redeploying staff from taking orders to providing tableside hospitality enhances both efficiency and experience.

Adaptation requires leadership. It means investing in staff training and communicating transparently about why technology is being introduced.

It also involves employees in the transition. Ultimately, the most successful restaurants will be those that make technology feel seamless.

The next decade of the food service industry will be blended. Guests will expect options. Some will want to order ahead, pay via app and pick up without ever interacting with staff. Others will seek out human-driven experiences, enhanced by technology in the background.

We’re already seeing hybrid models emerge. Ghost kitchens, delivery-only restaurants optimized for digital orders, operate alongside experiential dining concepts that emphasize connection, storytelling and sustainability. Both models will coexist, powered by the same technological backbone.

However, this future also carries ethical responsibilities. If robotics reduce labor needs, how do we reskill displaced workers? If AI influences food choices, how do we ensure it promotes health and sustainability rather than profit alone?

Maintaining connections The food service industry is not simply about transactions. It is about culture, identity, memory and care. As technology reshapes the sector, leaders must remember that diners come not only for efficiency but also for connection.

The future belongs to restaurants, cafes and food providers who can adopt technology responsibly, adapt to changing expectations and keep humanity at the center of innovation.

By doing so, the industry can achieve what once seemed impossible: meals that are convenient, sustainable and deeply human, all at once. eighty6.shop

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BUSINESS

7

MARKETING

SECRET MARKETING TACTICS OF BUSY

RESTAURATEURS

Keeping customers coming through the doors is no easy feat in today’s fast-changing dining landscape. So how do the most successful eateries do it? Monica E. Chikhani, founder and managing director of MEC Workshop, shares seven of their secret strategies. But keep them to yourself…

In today’s hyper-competitive dining landscape, success is no longer just about great food; it’s about mastering marketing. The busiest restaurants in the world are not necessarily those with the best chefs but those that understand how to capture attention, convert interest into visits and transform one-time guests into loyal advocates. From New York to Dubai, restaurateurs who thrive are applying a set of marketing tactics proven to scale any restaurant, regardless of size or location.

Below are seven strategies to consider:

1

Storytelling that sells: crafting a message guests crave

The world’s busiest restaurants all have one thing in common: a compelling narrative. Consumers are not just buying a meal; they’re buying into an experience, a lifestyle or a philosophy.

Take Nusr-Et in Dubai and Istanbul: the steakhouse isn’t just about meat; it’s about the Salt Bae persona and the theater of dining. Similarly, Dishoom in London recreates the nostalgia of 1960s Bombay, infusing its messaging with cultural storytelling that resonates deeply with its audience.

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For Middle Eastern restaurateurs, storytelling means linking the brand to heritage, authenticity or innovation.

Whether it’s showcasing a family recipe passed down through generations or positioning the venue as a pioneer of sustainability, the key is owning a unique message that guests want to share.

2

Outbound marketing that floods the doorstep

Awareness doesn’t happen by chance; the busiest operators invest in consistent outbound strategies. From tactical influencer partnerships to geo-targeted campaigns, the goal is to get in front of the right people at the right time.

In Los Angeles, Jon & Vinny’s taps into local celebrity endorsements and TikTok food tours to drive demand, while in Riyadh, AlBaik dominates with mass advertising campaigns and strategic, location-based activations.

For smaller independents, tools like Meta Ads, Google Local Campaigns and GEO outreach can be remarkably effective. The trick is frequency and precision: targeting people within a specific delivery radius, retargeting them with offers and reminding them just when hunger strikes.

3

Turning digital traffic into paying guests

Many restaurants succeed in generating clicks and likes but fail at turning this into footfall. The busiest restaurateurs close that gap by focusing on conversion.

Simple tactics, such as integrating reservea-table buttons directly into Instagram and Google Maps, can transform browsing into booking. Restaurants like Carbone in New York and Miami lean on exclusivity, limiting reservations while showcasing high demand online, which creates a sense of urgency.

In the Middle East, where WhatsApp is a dominant channel, smart operators are using direct booking links, limited-time menus and private invite groups to turn social traffic into confirmed covers. The conversion isn’t about shouting louder; it’s about removing friction and making the decision effortless.

4

Creating experiences that sell themselves

The world’s busiest restaurants design their service around word-of-mouth triggers. Every detail is intentional, from the Instagrammable latte art at % Arabica to the fire theatrics at Flaming Shrimps in Kuwait.

In collaboration with

These experiences don’t just delight; they create free marketing. Diners post, share and recommend, becoming unpaid brand ambassadors. Restaurateurs who scale understand that every plate served is a potential piece of marketing content.

A striking regional example is Soul Sessions Dubai, which has turned a simple breakfast-and-coffee concept into a cultural happening. By blending music, community and wellness into what they call a ‘conscious club,’ the experience transforms mornings into celebrations.

Guests don’t just come to eat; they come to belong, dance and connect. The waiting list to join is long, not just because of the food but because the brand has built an aura of exclusivity and ritual around everyday dining. Even the most routine meal can become an event if it taps into community, identity and culture.

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Turning occasional diners into weekly regulars

Loyalty is where the magic happens.

The busiest restaurants don’t rely solely on new guests; they create systems to turn infrequent visitors into consistent regulars. Digital loyalty platforms like Cupsapp and Eat App allow restaurants in the Middle East to capture guest data, track preferences and deliver personalized offers. Global leaders like Starbucks and Chipotle have shown how gamified rewards create habit-forming behaviors.

In the UAE, Reif Japanese Kushiyaki has successfully built a community by mixing WhatsApp loyalty groups, limitededition menus for regulars and personal engagement from the chef-owner. The

outcome? Guests feel part of something exclusive and return more often. Loyalty in the Middle East is evolving beyond discounts. Diners are seeking recognition, exclusivity and experiences tailored to their habits. Restaurateurs who master this will not only boost frequency but also strengthen advocacy.

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Technology as the invisible waiter

Behind the scenes, the busiest restaurants leverage tech to scale. Online ordering systems, AI-powered CRMs and automated marketing tools like Mailchimp or HubSpot enable restaurateurs to maintain personal connections at scale.

Today’s restaurateurs are datadriven. They track not just sales but also guest frequency, menu item performance and engagement across platforms.

This informs everything from menu engineering to marketing spend.

In Saudi Arabia, Jahez has revolutionized delivery logistics, while Dubai-based Eat App empowers restaurateurs to automate reservations, reminders and follow-ups.

The lesson: technology isn’t replacing hospitality; it’s enhancing it, allowing staff to focus on service while systems handle marketing in the background.

For example, if a Qatari restaurant notices its lamb dish performs best on weekends, it can amplify that through targeted weekend promotions. If an Emirati café sees cold brew outperforming hot drinks among Gen Z, it can double down on TikTok reels featuring its specialty cold brews.

Forward-thinking restaurateurs are also exploring AI-driven demand forecasting, QR-based upselling at tables and AIpowered chatbots for instant responses to inquiries. These tools streamline operations and keep guests engaged even before they arrive.

The busiest restaurateurs understand that data isn’t numbers; it’s insight into human behavior. In practice, this means personalizing marketing - sending a push notification about new vegan options to customers who previously ordered plantbased meals, or designing seasonal menus based on the previous year’s bestsellers.

Limitless opportunities

6

Data as the new currency

Loyalty in the Middle East is evolving beyond discounts.

Diners are seeking recognition, exclusivity and experiences tailored to their habits.

The secret of the world’s busiest restaurateurs is not one magic trick but a playbook: a compelling story, relentless outbound marketing, frictionless conversion, experiences designed for sharing, loyalty-driven systems and smart use of data and technology.

For Middle Eastern operators, the opportunities are vast. The region is witnessing an unprecedented boom in dining culture, and those who adopt these proven strategies will not just fill tables but build enduring brands that transcend borders. mecworkshop.com

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BUSINESS

TECHNOLOGY

INTELLIGENT INTEGRATION

3

TECHNOLOGIES TRANSFORMING HOSPITALITY SALES

In today’s competitive market, success depends on anticipating guest needs and delivering truly personalized experiences.

Forward-thinking hoteliers are rapidly discovering that seamless digital ecosystems are the key to turning inquiries into bookings and interactions into loyalty. Lovetto Nazareth, managing director at Prism Digital, has more on the technologies that are reshaping guest engagement and driving growth.

Being in a key position at a tech company in the heart of Dubai gives you perks like having a front-row seat to one of the world’s most ambitious and dynamic economic transformations. Like other flourishing regional hubs, the UAE’s leadership has steadily campaigned for a future built on innovation, and this is most evident in our thriving hospitality sector.

Yet, in a skyline decorated by luxurious hotels making fiercely competitive tourism offers, a vital question crops up. What are the factors that really differentiate the good from the legendary in 2025 and beyond?

If you’re a hotelier, attracting more customers is not just a matter of thread count or infinity pools. The answer lies in the hotel’s ability to figure out an impeccably customized, predictive and seamless guest journey. This is powered by intelligently integrating three powerful technologies: WhatsApp automation; sophisticated CRM systems; and Artificial Intelligence (AI).

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1

WhatsApp: a direct revenue engine

Your hotel may well already have adopted WhatsApp as a modern communication channel. However, a true visionary sees it for what it truly is: a direct, high-conversion revenue engine.

The WhatsApp Business API (Application Programming Interface) is not limited to simple texts and messages. Instead, it has the potential to become your headquarters for guest interaction.

From inquiry to booking Picture this: a family from the US connects to your property through email. They inquire about a stay during the New Year holidays. Instead of sending out an email response, you already have digital technology in place to deliver an automated and personalized message instantly, acknowledging their query. This is followed by a curated digital catalog featuring Family Suite options and a secure payment link to book a special New Year package, sent by a live agent equipped with the context of the query.

They confirm the booking through the very same chat, completely avoiding

being redirected to a third-party site. This is all possible now through an incredibly efficient WhatsApp automation system. It is essentially a modern-day conversation tool that lands you confirmed bookings without being dependent on commissionheavy OTAs.

Maximizing ROI And the ROI doesn’t end with direct sales.

Approximately 80 percent of routine FAQs, including pool hours, spa menus and dress codes, can be handled by automated chatbots. This frees up your invaluable hotel staff to do what they do best: deliver exceptional human service without being engaged in small redundant queries.

However, this opportunity also comes with a responsibility to ensure the relevant regulatory compliance requirements are met. Recipients must have given consent to receive marketing messages from you, for example. There is no doubt, though, that if implemented with care, the WhatsApp API can become your hotel’s powerful profit center.

In collaboration with

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CRM: your silent powerhouse

Now comes the tricky part. How do we ensure that the WhatsApp interaction, or for that matter any guest touchpoint, is personalized to a T? This is where WhatsApp’s silent hero enters the scene: the Customer Relationship Management (CRM) system. A CRM system maintains all your database. Like the central brain of the new-age hotel, it is the key that enables you to unlock hyper-personalization.

Data-driven hospitality In competitive hospitality markets that welcome visitors of more than 180 nationalities, we cannot rely on mere intuition. Like every industry, hospitality also needs data. A dynamic CRM, as a form of digital technology, consolidates every touchpoint, from history of stays to dining preferences and special occasions noted in previous feedback into a singular, 360-degree guest profile. We’re even talking something as small as a request for extra pillows.

Importantly, this rich data can also be used to respect insightful cultural preferences, such as modifying communication styles and anticipating dietary needs during Ramadan, Christmas or Diwali.

Predictive personalization The true magic happens when you activate this treasure trove of data. Now we can predict preferences with stunning accuracy through AI-powered CRM profiles. For example, if you have repeat business traveler guests who always order a pot of green tea at 5:30 a.m. CRM can notify housekeeping to have it prepared before they even ask. And as for that family of five who booked a desert safari during their last stay? The CRM system can automatically send a pre-arrival email with a curated list of new, similar adventures.

This moves service from your end and loyalty from the customers beyond simple points. Instead, we’re looking at an upgraded ‘Loyalty 2.0’ version, where rewards are profoundly personal and automatically managed, making your guest feel uniquely understood at every step.

3

AI: powering the next generation

Security and fraud prevention

For those who are still with me, let me introduce you to the final and most transformative piece of tech: Artificial Intelligence (AI). Often shrouded in hype, AI, as a core digital technology, is already bringing tangible growth and operational excellence to progressive regional hotels.

Shocking as it may be, 42 percent of UAE hospitality businesses report concerns over payment fraud. AI-driven security tools can also provide a much-needed shield, analyzing transaction patterns in real-time to prevent costly chargebacks and protect guest data.

Your front door

The human touch remains

Firstly, AI is undoubtedly the new front door. For example, reports indicate that over 68 percent of UAE travelers use AI to look for and book holidays. This means optimizing your digital content for AIdriven search results is as crucial as SEO was in the 2010s. Is your hotel being recommended by AI travel assistants?

But let me be clear: the goal of AI is NOT to replace the human touch. Rather, it is to facilitate and secure. By automating routine tasks like fraud detection, FAQ responses and inventory management, we can free up our most valuable asset - the people - to do what machines cannot: creating genuine, empathetic and memorable moments of human connection. The AI concierge handles the mundane, empowering the human concierge to deliver the magical.

Operational excellence Operational AI is driving unparalleled productivity behind the scenes. Hotels worldwide are using AI algorithms for everything from demand forecasting to cutting down food waste by predicting covers in F&B outlets. Operational AI can do things like optimizing energy usage, cutting utility costs up to 25 percent across large hotel properties in real-time.

It’s a win for the bottom line and green targets, making you a contributor to national sustainability goals. Hotels can even use AI-powered recruitment tools to filter through applications and identify the best-fit candidates.

The AI concierge handles the mundane, empowering the human concierge to deliver the magical.

Digital tech for a seamless scenario It’s not about choosing between WhatsApp, a CRM or AI. The real genius lies in using them together as part of a single, seamless operation.

• Use CRM like a brain that stores and processes deep guest intelligence.

• Use WhatsApp as your voice, engaging guests in personalized, compliant and revenue-generating conversations.

• And use AI like the nervous system, optimizing every single operation from booking to checkout and beyond.

Lead with this integrated approach and you’ll elevate the guest stay from a mere transaction into a story. prism-me.com

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BUSINESS

EYE ON BRAZIL

A CULINARY

CARNIVAL Melding native ingredients with African, Indigenous and European influences, Brazil’s gastronomy is a flavorful mix of contrasts. Joelson dos Santos, head chef at La Cocina Mezcla and specialist in Nikkei and Brazilian cuisine, has more on this South American culinary fusion-fest that refuses to stand still.

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Brazilian cuisine stands out from others around the world for many reasons. Chief among them is its foundation in a fusion of diverse cultural origins rather than a single defining matrix.

A diverse cuisine While many cuisines are associated with emblematic techniques or ingredients, Brazil distinguishes itself through regional diversity. In other words, each state has its own identity. The North features the intensity of peppers and ‘cassava,’ while the Midwest showcases the richness of meats and corn-based preparations. And then you have the South which reflects strong European immigration influence.

What truly sets this cuisine apart is its harmonious plurality, blending native ingredients, such as ‘cassava,’ ‘açaí’ and ‘jambu,’ with African, Indigenous and European traditions. The result is a gastronomy of contrasts: rustic yet refined, emotional yet innovative. Unlike cuisines that follow a single ‘master line,’ Brazilian cuisine reinvents itself in every region and in every dish.

Centuries of cultural fusion The country’s cuisine was born from many meetings of cultures and has evolved over the centuries, absorbing several diverse influences. Indigenous people were the first guardians of native ingredients such as ‘cassava,’ corn, river fish and aromatic herbs. Later, Portuguese colonization brought wheat, olive oil, codfish and preservation techniques. Africans contributed spices, cooking methods and the strength of ritual foods, which remain essential to the nation’s identity.

Over time, waves of Italian, German, Japanese, Lebanese and Syrian immigrants enriched this cultural melting pot even further. The evolution these influences contributed to was marked by adaptation, rather than linear. Local ingredients often replaced the originals elements, creating national versions of foreign dishes. These adaptations consolidated recipes that today are national symbols. What has shaped and continues to shape this cuisine is precisely its ability to welcome, adapt and transform.

One of the main trends is the rediscovery of native ingredients. Once limited to local communities, these are now celebrated in high-end restaurants.

Rediscovering native ingredients In recent years, the country’s cuisine has become a space for experimentation that bridges ancestry and innovation. One of the main trends is the rediscovery of native ingredients. Once limited to local communities, these ingredients are now celebrated in high-end restaurants. Fruits such as ‘bacuri,’ ‘cupuaçu’ and ‘soursop’ are gaining visibility, along with lesserknown roots and leaves.

Fermentation is another trend, inspired by both Japanese techniques and Indigenous preservation practices. Conscious cooking also stands out. Chefs are reducing waste and embracing zero-waste cooking by using every part of an ingredient. There is also a growing appreciation for emotional, memory-based cooking. For example, family recipes are being reinterpreted with

contemporary twists. At the same time, Brazilian cuisine is increasingly merging with other gastronomies, especially Nikkei.

This Japanese-Peruvian fusion resonates strongly with the country’s diversity. Today, the nation is a stage where tradition and modernity converge, creating a cuisine in constant renewal.

A more conscious gastronomy The future of the country’s gastronomy points toward a balance between sustainability, technology and ancestry.

Currently, it aligns with the global movement of sustainability, combining regional traditions with contemporary techniques.

By 2026, native ingredients will have gained even greater prominence, with stronger representation in international markets. Additionally, the country’s cuisine will likely advance in traceability, ensuring that every product has a sustainable origin.

This approach values local producer communities, especially in the Amazon.

Another growing movement is the integration of gastronomy with science and technology. Advanced fermentation, regenerative agriculture and innovative preservation methods will play a key role in maintaining nutrients. The ‘Cuisine of Territory’ concept will also deepen. Chefs will seek to express their regions through dishes that tell stories. In parallel, plantbased eating will expand its influence.

However, it will be reinterpreted through a national lens, placing roots, legumes and tropical fruits at the center of the plate.

In short, the future will be marked by a more conscious gastronomy. One that preserves memory and identity while engaging with the world in innovative ways. I firmly believe that Brazil has the potential to position itself globally as a great hub of culinary creativity. linkme.bio/chefdossantoos

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SHAPING TOMORROW'S HOSPITALITY TALENT The global hospitality industry is riding a wave of rapid growth, with forecasts pointing to sustained expansion through 2029 and beyond.

Across the MENA region, governments and industry leaders are tapping into this momentum through ambitious infrastructure rollouts and high-profile destination campaigns.

Yet today’s travelers have different expectations, rooted in their desire for more personalized, authentic and tech-enabled experiences, and service provision needs to reflect those changes.

Equipping industry professionals with the right skills starts with the right education and training. Our special report features in-depth analysis from industry experts and educators on what this should look like, together with a roundup of more than 50 hospitality courses from leading providers. Here’s to lifelong learning!

FEATURING P.58 WHY SKILLS WILL DEFINE THE GCC’S HOSPITALITY ADVANTAGE

P.66 STARRY FUTURES: TRAINING FOR MICHELIN EXCELLENCE

P.60 HOSPITALITY TRAINING: TOURISM’S SMARTEST INVESTMENT

P.68 HOW TO SERVE UP A COMPLETE CULINARY EDUCATION

P.62 WHY ALL-ROUND HOSPITALITY TRAINING NEEDS A TOUCH OF THEATER

P.70 EDUCATION WITH PURPOSE: THE GATEWAY TO CAREERS IN HOSPITALITY

P.64 A TIME FOR FUTURE-READY HOSPITALITY

P.72 TEACHING IN A TIME OF TRANSFORMATION

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LOOK AND LEARN: WHERE TO STUDY HOSPITALITY If you want to pursue a degree in hospitality or simply further your skills by taking a course or two, these schools, universities and academies are the places to be: Universities and hospitality schools (Bachelor’s and Master’s degrees)

UNITED ARAB EMIRATES UAE Academy: uaeacademy.ae

MIDDLE EAST

Dubai College of Tourism: dct.ac.ae

BAHRAIN Vatel Bahrain: vatel.bh JORDAN Yarmouk University: yu.edu.jo University of Jordan: ju.edu.jo KUWAIT Al Sahel Academy: alsahlacademy.com/ tourism-and-hospitality-courses LEBANON American University of Science and Technology (AUST): aust.edu.lb American University of Technology (AUT): aut.edu Arts Sciences & Technology University in Lebanon (AUL): aul.edu.lb Holy Spirit University of Kaslik (USEK): usek.edu.lb Islamic University of Lebanon: iul.edu.lb Lebanese American University (LAU): sb.lau.edu.lb Lebanese International University (LIU): liu.edu.lb

HTMi Switzerland Dubai (HTMi): htmi.ch Les Roches Global Hospitality Management Education (Les Roches) Abu Dhabi: lesroches.edu

EUROPE AND NORTH AMERICA FRANCE ESSEC Business School: essec.edu Institut Lyfe (formerly Institut Paul Bocuse): institutlyfe.com Vatel: vatel.com (campuses in Bordeaux, Lyon, Nimes, Nantes and Paris) FERRANDI Paris: ferrandi-paris.com

UNITED KINGDON University of Surrey, School of Hospitality and Tourism Management: surrey.ac.uk Oxford Brookes University: brookes.ac.uk Bournemouth University: bournemouth.ac.uk University of Lincoln: lincoln.ac.uk Glion Institute of Higher Education (GIHE) (campus in London): glion.edu UNITED STATES Cornell University: sha.cornell.edu University of Nevada - Las Vegas (UNLV): unlv.edu/hospitality Santa Barbara City College: sbcc.edu San Francisco State University: cpage.sfsu. edu/hospitality/brochure

Ecole Ferrieres: ferrieres-paris.com

George Washington University (GWU): business.gwu.edu

SWITZERLAND Business & Hotel Management School Lucerne (BHMS): bhms.ch

Cooking and culinary academies

César Ritz Colleges: cesarritzcolleges.edu

MIDDLE EAST

EHL Hospitality Business School (formerly Ecole Hôtelière de Lausanne): ehl.edu

JORDAN Royal Academy of Culinary Arts (RACA): raca.edu.jo

Ecole Hôtelière Genève (EHG): ehg.ch Glion Institute of Higher Education (campuses in Glion and Bulle): glion.edu

LEBANON Le Cordon Bleu Lebanon: cordonbleu.edu/lebanon

Université La Sagesse (ULS): uls.edu.lb

Hotel Institute Montreux (HIM): him-business-school.com

Maroun Chedid Cooking Academy: marounchedid.com

University of Balamand: balamand.edu.lb

IMI Luzern: imi-luzern.com

Institute of Business Administration (IGE) (part of USJ): usj.edu.lb/ige

Les Roches Global Hospitality Management Education (campus in CransMontana): lesroches.edu

SAUDI ARABIA Le Cordon Bleu Riyadh (to open in 2026): cordonbleu.edu/riyadh/home/en

Lebanese University: ul.edu.lb Notre Dame University (NDU): ndu.edu.lb

OMAN National Hospitality Institute (NHI): nhioman.com Muscat Hospitality Academy (in partnership with EHL Group): mha-om.com SAUDI ARABIA HTMi Switzerland KSA (HTMi): htmi.ch

Swiss Hotel Management School (SHMS) (campuses in Caux and Leysin): shms.com Swiss School of Tourism and Hospitality (SSTH) (now part of the EHL Group): ssth.ch

Gordon Ramsay Academy (to open) UNITED ARAB EMIRATES International Center for Culinary Arts Dubai (ICCA): iccadubai.ae Ecole Ducasse Abu Dhabi Studio: abudhabi-ecoleducasse-studio.ae

University of Prince Mugrin (UPM): upm.edu.sa

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WHY SKILLS WILL DEFINE THE GCC’S

HOSPITALITY ADVANTAGE

Regional tourism is surging, with over 50,000 new hotel rooms opening across the GCC in 2025 and more than 104,000 under construction. Roland Hancock, education and skills leader, and chief sustainability officer at PwC Middle East, explains that alongside infrastructure, the region’s competitive edge lies in developing skills to provide the service quality expected by today’s travelers.

Tourism has become a defining force in the global economy, and today’s guest experience demands an entirely new generation of skilled workers. In 2024, the sector contributed USD 10.9 trillion to global GDP, about 10 percent of the world economy, and supported 357 million jobs.

Nowhere is this more visible than in the GCC. Dubai welcomed a record 18.72 million international visitors last year, reflecting a 9.15 percent increase from the previous year. Likewise, Saudi Arabia attracted close to 30 million inbound tourists - a 9.4 percent increase - as it accelerates its National Tourism Strategy.

Potential capability squeeze These flows magnify pressure on service quality, consistency and capacity across the customer journey, from airport arrivals

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to hotel checkout. Supply is also racing ahead. Across Saudi Arabia, the UAE, Qatar and Egypt alone, more than 50,000 new hotel rooms are due to open in 2025, with over 104,000 under construction regionwide. Unless matched with the right skills, this expansion risks creating a capability bottleneck.

The competitive advantage for the GCC is no longer just about infrastructure. As capacity expands, the real differentiator will be talent, and how education, training and continuous learning adapt to meet these evolving demands.

A shift in guest expectations The modern traveler arrives with different priorities than before. Social media increasingly shapes discovery and influence.

Expedia Group’s 2025 global trends report

shows 61 percent of travelers get trip ideas from their social feeds, while 73 percent say creators influence their plans. Guests therefore arrive with highly specific, curated expectations, putting pressure on frontline staff to deliver on those moments.

The PwC Middle East report ‘Stay, Play, Shop: Shaping integrated destinations for connected visitor experiences,’ developed in collaboration with Mabrean, makes for insightful reading. According to its findings, Instagram mentions show that arts and culture are the top travel motivators in Qatar, the UAE and Saudi Arabia -ahead of shopping, beach activities and gastronomy.

Visitors to the region are drawn to experiences that reflect local identity and values, offering participation rather than

In collaboration with passive observation. For hospitality staff, this shift means guests arrive with more specific, social-media-driven expectations.

Frontline teams must now not only deliver efficiency, but also be culturally aware, offering personalized service and storytelling at every touchpoint.

Sharing good news Sustainability has also gone mainstream.

Booking.com’s 2024 Sustainable Travel Report found that 83 percent of travelers consider sustainable travel important, even if many struggle to act on it due to cost or confusion. That makes credible sustainability practices essential, from water and energy reduction to supplier engagement.

Additionally, it requires staff to not only deliver them but also explain them to guests.

Meanwhile, digital and contactless experiences such as mobile check-in and digital keys are reshaping the choreography of service. Staff need new competencies: digital fluency, data privacy awareness and the ability to manage recovery when technology falters.

A new era of learning Just as hospitality is being reinvented, so too is workforce development. Microcredentials are moving into the mainstream.

A 2024 global survey of more than 1,000 higher education leaders found that half had already integrated micro-credentials.

Significantly, most were also planning to expand them within five years. The UAE has already issued a national Credit Bearing Micro-Credentials framework, providing a shared language between employers and providers. In Saudi Arabia, the National eLearning Center has launched MicroX, offering hundreds of short university programs through FutureX to align skills with labor market needs.

Immersive training is also accelerating competence. PwC research found that VR learners train up to four times faster, feel 275 percent more confident in applying skills and stay more focused than their classroom peers. For a sector with high turnover, this creates compelling economics for workforce development.

Formalizing AI training

The GCC is investing billions in rooms and attractions, but the real differentiator will be people and the systems that equip them.

Artificial intelligence (AI) adds another dimension. Microsoft’s 2024 Work Trend Index revealed that three-quarters of global knowledge workers already use AI, yet fewer than 40 percent receive formal training.

In hospitality, AI learning programs must address prompting, verification, privacy and bias. They need to embed safe and effective AI practice into daily operations rather than leaving it to informal experimentation. In this way, frontline teams can improve service quality while protecting trust, as well as focusing more on creating the authentic, human connections that today’s travelers value most.

These shifts are translating into action across the GCC. Qatar has paired a 25 percent year-on-year surge in visitors and hotel expansion with systematic frontline training, from digital learning modules to targeted in-person programs tackling service gaps in mid-market hotels. Saudi Arabia, meanwhile, is scaling investment through new schools and a landmark USD 1 billion Riyadh School for Tourism and Hospitality. Meanwhile, the UAE is advancing Emiratization in hospitality and retail by equipping UAE nationals with skills to thrive in a rapidly evolving economy.

Key partnerships supporting these efforts include an initiative set up between Dubai College of Tourism and Al-Futtaim Group.

Across the region, governments and industry are now realizing that alongside infrastructure, service quality and skilled talent will define competitiveness.

A GCC agenda for skills People are at the heart of hospitality and the region’s investments in training and education recognize that service excellence ultimately depends on the skills and adaptability of its workforce.

As tourism grows and digitally savvy, AI-influenced travelers reshape expectations, the sector needs an upskilled workforce. These skills need to include the ability to map key guest moments that shape outcomes, from arrival to complaint recovery.

Short, targeted learning modules can be linked to clear performance goals. Moreover, these micro-credentials should be built to stack into recognized certifications that connect to occupational standards, pay and progression. Ten-minute modules can be combined with VR simulations to rehearse high-stakes scenarios such as safety or accessibility. AI training should be integrated into standard operating procedures through practical playbooks, while sustainability must be embedded into service delivery rather than treated as a side project.

What makes hospitality special is human connection. Guests don’t want to deal only with machines at check-in, they expect personal interaction, supported by technology in the right balance. The GCC is investing billions in rooms and attractions, but the real differentiator will be people and the systems that equip them. The organizations that make learning continuous, modular and measurable will translate the ongoing industry shifts into higher satisfaction, stronger margins and talent that stays. pwc.com/m1/en.html

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HOSPITALITY TRAINING:

TOURISM’S SMARTEST INVESTMENT World-class infrastructure certainly helps to attract visitors, but trained hospitality staff turn first-time tourists into loyal returnees and ambassadors. Nicolas Nasra, head of hotel advisory, hospitality & tourism at Colliers in MENA, explains why investing in people is fundamental to building a sustainable, profitable tourism industry.

Tourism grows at the speed of people’s development. When destinations invest in the skills, confidence and careers of their hospitality workforce, first-time visits turn into repeat trips, therefore generating higher spending. Infrastructure advancements such as airports and roads, alongside policy initiatives, can facilitate initial visitor traffic. However, service quality will ensure repeat visits. Qualified professionals turn plans and infrastructure into memorable experiences, thereby fulfilling marketing promises. Thereby fulfilling marketing promises. Investing in hospitality education plays a critical role in this regard, helping to uplift service standards, attract higher-value visitors and strengthen a country’s tourism performance.

7 reasons training matters 1- It turns experience into loyalty: tourism is a business of memories. When guestfacing teams offer confident welcomes, swift resolutions and warm farewells, they create an emotional resonance that guests remember long-term. Those moments enhance satisfaction and shape positive reviews, which in turn drive repeat visits and word-of-mouth. Hospitality education has the potential to foster loyalty while driving new visits.

2- It optimizes profitability: skilled teams can drive hotel revenue without compromising the overall guest experience.

They have the ability to anticipate

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guests’ needs and provide thoughtful recommendations. For example, when a late checkout can ease stress, which table feels like an upgrade, how to bundle an activity with dinner and when to suggest wellness add-ons. The outcome is visible in an uplift in Average Daily Rate (ADR) and enhanced revenue across F&B, activities, spa and retail. In other words, value that compounds across a destination.

3- It improves the market mix: cultural and language fluency build the confidence and trust that today’s travelers seek. This capability unlocks access to higher-value source markets, where guests are willing to invest more in experiences that offer certainty and care.

A few well-chosen phrases at checkin, a clear safety briefing or a concierge suggestion that resonates with a specific culture, are key elements that encourage visitor returns and longer stays, leading to increased spending and positive recommendations to their social circles.

4- Boosts operational readiness: new openings put a country’s promise to the test. With trained teams, soft openings stabilize faster, issues are swiftly contained and productivity improves, safeguarding reputation precisely when social chatter is loudest and expediting consistent operational performance.

5- It reduces seasonal volatility: consistent service cushions the dips between peaks.

Guests who feel looked after in shoulder months are more likely to return offseason. And well-trained event teams can turn one-time visitors into repeat travelers.

The result is steadier demand and stronger asset utilization throughout the year.

6- It expands the workforce and enhances diversity: clear training pathways have a greater appeal and attract a wider talent base, such as youth and residents of secondary cities near emerging clusters.

Clear career entry points and tangible professional progression can lead to reduced staff turnover and the retention of experienced professionals. This yields a substantial productivity benefit for the workforce, with implications far beyond the hospitality industry.

7- It strengthens reputation and image: impressive infrastructure sets the stage while superior service secures loyalty.

As skilled hosts deliver outstanding interactions, the engagement becomes central to the destination’s story. This narrative strengthens the country’s reputation and image, attracting visitors, talent and long-term investors.

Unlocking higher-value segments Training removes friction in the first service moments: a confident welcome, clear expectations and issues solved on the spot. Less friction translates to better reviews and customer satisfaction scores.

Reviews act as the demand filter, shaping

In collaboration with

search rank, conversion and wordof-mouth. With stronger reviews and calmer teams, higher-value segments are unlocked: guests who are willing to pay a premium for certainty, care and time well spent. This reflects in ADR growth and an increase in overall spending – increased revenue from rooms, dining, activities and retail. In addition, smoother shifts reduce errors, time spent on corrections and staff turnover, thereby improving margins and operational efficiencies. If such gains are replicated across a destination, its brand strengthens. Subsequently, investors take notice and new hotels, attractions or service providers emerge.

5 key areas to prioritize: 1- Service consistency and standards: travelers forgive delays; they do not forgive unpredictability. Clarity on what ‘good’ looks like – welcome, housekeeping handover, table turn, tour brief - turns experiences from variable to dependable. Dependability is what loyalty buys, because guests return to destinations where they know they will be understood, safe and cared for. Such ‘predictability’ in service emanates from having defined service standards in a certain hotel or a destination offering.

2- Language and source-market fluency: a little fluency at arrivals, safety briefings and dining turns anxiety into confidence and subsequently into spend. It also unlocks guest segments where length of stays is longer. Other segments include guests who value guidance they can trust, particularly families, wellness travelers and experience-seekers who reward care with both time and wallet.

3- First-line leadership: strong frontline leadership is often the decisive factor in preventing and resolving operational challenges. The supervisor sets tempo, models standards, clears friction and keeps the team steady during demanding periods. At every position within a certain department, it is imperative that the staff are empowered to take decisions that are in the best interest of the guest. In a structured environment like that of a hotel, this is achieved by incorporating guest-focused training in a staff development roadmap.

4- Digital and commercial literacy: teams who manage reviews, note preferences and provide relevant offers drive organic revenue. Commercial intelligence is an integral component of effective care. When guests feel understood, the possibility of guest retention increases.

5- Signature experience skills: each tourism pillar – nature, heritage, wellness and MICE – requires a unique set of capabilities. Matching specific skills to each offering enables the experience to resonate while ensuring guests cherish their visit.

Human capability at the core The effectiveness of training initiatives is underscored by several key metrics. New hires demonstrate a reduced learning curve while staff turnover falls, leading to a higher share of positive customer reviews. From a management perspective, this translates to healthier upsell and revenue growth, alongside a gradual increase in repeat visitation and length of stay in priority hubs.

Collectively, these indicators powerfully illustrate the capability of human capital in enhancing competitiveness.

Upskilling transforms infrastructure into experiences and converts first-time guests into lifelong advocates, thereby strengthening the destination’s reputation.

Countries that invest in their people enrich every guest interaction through elevated standards, amplifying the destination’s position on the global stage. colliers.com/en-ae

IN SHORT

Qualified professionals turn plans and infrastructure into memorable experiences, thereby fulfilling marketing promises.

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WHY ALL-ROUND HOSPITALITY TRAINING NEEDS A TOUCH OF THEATER Hospitality venues are stages where employees need to deliver captivating performances that wow guests and keep them coming back for more. The curtain is rising.

Daniel During, principal and managing director at Thomas Klein International, offers us front-row tickets to show-stopping insights on the attributes that set staff apart and help to deliver dramatic industry win-wins.

Back in the years when I used to massrecruit for large hotel openings, I always stunned the agencies with my brief.

“You cannot be serious!” they used to protest. “You must be joking! We can’t do that!”

Interviews with a difference But they did, and my opening teams have always been the grandest, the most flamboyant, the most special. I never recruited waiters with experience.

I never looked at their previous work in hotels when recruiting for front office, concierge or any entry-level service positions. Instead, I recruited from flight attendant schools, from theater and dance schools, from singing schools.

My interview? “Tell me a joke.”

Candidates didn’t understand either. “A joke? What do you mean?”

“Tell me a joke your dad used to tell his friends during a dinner, or a joke or story you like to tell when you meet new people.”

If they were not good at storytelling, they were not hired.

And then the walk.

“Can you please go back out, close the door and come in again. When you open the door, I want you to imagine you have an audience of a thousand people looking at you. The spotlight is on you. Now, look straight into my eyes, or close them if it’s easier for you to start that way, and walk straight to me as if you were on a catwalk, with a thousand eyes watching you enter.

Walk as if the world was yours.”

Confidence. I wanted to measure my candidates’ confidence, their security, their ability to show off, their readiness to perform and to show it.

Later, during training, everybody was taught how to walk on high heels, male personnel included. And how to walk a catwalk.

Service is acting Hotels and restaurants, spas and events are all stages where we perform enchanting acts to captivate our customers.

If you are a bad actor, you are a bad waiter.

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I wish the entire service industry would take that approach when recruiting and training. Imagine how much better the banking industry would be, or the supermarkets, even the gas stations!

I don’t care if you know how to carry a tray or perform French service. I can teach you all that.

But I cannot teach you attitude, to be accommodating, positive and charming, to be funny, to be a performer, to fascinate people just by the way you walk. Or to have a passion for wanting to get a smile out of that sometimes ugly bitter face that is waiting there for you to check him in or take her food order.

Training and then some Granted, one needs to dedicate time, effort and money to be able to train hundreds of newcomers on the ins and outs of the service standards.

Our courses spanned wine training and food training. Not just the recipes, but the story of every dish, the anecdotes. And we taught everybody to cook too! Because only if you cook will you respect what you serve.

In collaboration with

Complaints are a blessing.

They give you the opportunity to show clients how much out of your way you are ready to go to please them. All my most loyal customers were once a complaining customer.

The training covered topics that aimed at answering any possible question a guest could ask. We would cover dishes that were not on the menu, just so the waiter knew what the guest was talking about when asking for something. The wine training covered the most famous and also the most popular wines the world over.

The reception staff knew the name of every hill you could see from every single room. They knew how it felt to be in front of that window because they had all been there. We aimed at providing tools to all our team so they were never standing with a blank face in front of a customer. And so they knew what alternatives to offer when asked for something we didn’t have.

We also trained to never say no.

The power of saying yes A former general manager at a Hyatt hotel I worked in at the start of my career, the late Mr. Norman Rafelson, an icon in the industry, a guru and an inspiration to many, had these words to say. They were: “No one in this hotel is paid enough to say no to a guest. If you can’t say yes, call your immediate supervisor.”

And the rule applied all the way up to him.

“No” was not an answer. And I lived by it throughout my career. I teach it to anyone I can.

“Customers are not always right, but your task is to make them believe we believe they are,” Michel Kooper, food and beverage (F&B) director of another Hyatt property used to say. “Every morning, before you change into your uniform and come to work, have your slice of humble pie.”

We ought to teach our teams that arrogance or even arguing with a customer about what he ordered, so he understands we are not at fault (and he is therefore wrong), takes us nowhere.

Make them believe they are right and we made a mistake, accommodate their desires and you will have won the most loyal customers ever. Complaints are a blessing. They give you the opportunity to show clients how much out of your way you are ready to go to please them.

Building loyalty through performance I remember vividly my opening team at the Pyramids Dubai. Everybody on the floor had a background in the performing arts or were innate storytellers and performers.

Nationalities didn’t matter. But mastery of languages, a passion to please and to make our customers smile was of the essence. Every night they dressed to kill and man they did. They were the masters of improv. And customers loved them.

I had not known till then of tips that doubled the value of the bill. Is that not a win-win situation for everybody?

And so to the million-dollar question: Does education, skills, training or experience make the biggest impact in hospitality?

None of the above. Attitude does.

Passion does. And having the grace to perform the never-ending act that is the service industry. thomaskleingroup.com

All my most loyal customers were once a complaining customer.

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A TIME FOR FUTURE-READY

HOSPITALITY TRAINING

Hospitality will always have human connection at its heart. But as the industry transforms at pace, training programs must evolve to match. Christian Salloum, managing director of BrandPortunity F&B Consulting, reveals the essential building blocks of training for a new era and explains why getting the balance right will be key to success.

Hospitality has always been an industry of people serving people. Whether in hotels, restaurants or resorts, the foundation of guest satisfaction lies not only in efficiency but in the ability to make someone feel at home. A smile, a warm welcome or a sense of genuine care are timeless. Yet the way professionals are trained to deliver these experiences is shifting dramatically.

Academic institutions, training providers and employers now face the challenge of balancing human-centered skills with the digital competencies required in today’s fast-changing environment.

Two major forces are defining this transformation: the prioritization of soft skills such as emotional intelligence and creativity, and the digital revolution reshaping how education is delivered and how hospitality itself operates. Importantly however, these shifts are not erasing the human role in service but reinforcing it in new, futureready ways.

The future of hospitality training lies in achieving balance: soft skills as the foundation, digital transformation as the enabler and experiential practice as the connector.

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Soft skills: the true differentiator In academic literature, hospitality has often been described as an ‘emotional labor’ industry. Guests may not recall the exact thread-count of their sheets, but they will remember how they were treated.

Research consistently shows that emotional intelligence (EQ) has a stronger impact on customer loyalty than technical perfection alone. For example: Emotional intelligence - allows staff to interpret subtle cues. Examples include a guest seeming anxious after a long flight, a family celebrating a milestone or a diner appearing hesitant about the menu.

Adaptability - ensures that employees can adjust quickly to changing circumstances, from last-minute dietary requests to pandemic-era health protocols.

Creativity - fosters small but memorable moments. Think of details such as a personalized birthday dessert in a restaurant or a handwritten welcome card in a hotel room.

Magazines often highlight the ‘magic’ of hospitality. However, behind that magic is a trained workforce that understands how to connect authentically. Smiling, remembering a name or making eye contact may sound simple. Yet in an industry built on fleeting interactions, these micro-gestures remain the bedrock of excellence.

Digital transformation: the new learning ecosystem Alongside the human element, digital innovation is reshaping the mechanics of education and training. The future is blended, a mix of in-person practice and digital platforms. This combination offers several advantages, including: Flexibility for learners - employees today expect learning to fit into their schedules.

Pre-recorded modules, mobile apps and micro-learning tools allow staff to upskill during commutes or between shifts.

Empowering educators - educators themselves must master digital tools.

Simulation platforms can replicate realworld challenges, from front-desk check-in scenarios to crisis management exercises.

This provides students with risk-free practice before entering the workforce.

Immersive technologies - virtual reality (VR) and augmented reality (AR) bring a new dimension. A trainee bartender can practice mixing cocktails virtually. Similarly, a housekeeping student can walk through a digital hotel suite to spot safety hazards, enhancing experiential readiness.

Analyzed through an academic lens, this approach comes under the umbrella of constructivist learning theory. Knowledge is best acquired when learners build it through interaction, reflection and practice.

Digital transformation amplifies this process, offering infinite opportunities to simulate and rehearse.

In collaboration with Digitization of admin: an essential shift Importantly, digitization is not limited to guest-facing training. Back-of-house functions such as procurement, inventory management, scheduling and payroll are increasingly automated through specialized platforms. For hospitality professionals, this shift means training must also include digital literacy in administrative systems. A restaurant manager, for instance, may now spend less time manually checking stock.

Instead, they spend more time analyzing real-time inventory dashboards to make better purchasing decisions. This efficiency frees up staff to focus on what matters most: human interaction with guests.

Case study: Marriott International’s digital pivot Marriott International provides a strong example of this balance. Through the Marriott Development Academy, the company combined live webinars, prerecorded learning and immersive simulations to maintain global training consistency.

During the pandemic, VR housekeeping modules minimized in-person contact.

Meanwhile, empathy-focused workshops addressed staff well-being and guest care.

From an academic perspective, this aligns with Kolb’s experiential learning cycle.

This comprises: the concrete experience (simulation); reflective observation (feedback); abstract conceptualization; (theory modules) and active experimentation (on-the-job application).

Restaurants: a frontline of human interaction If hotels represent the complexity of hospitality systems, restaurants are the stage where human connection plays out daily and vividly. Guests often spend less than two hours in a restaurant. Yet in that short time they expect warmth, attentiveness and creativity. Training for restaurants is increasingly putting emphasis on the fusion of digital and personal skills in several ways, including: • Soft skills on the floor - a smile when presenting a menu, the ability to read a diner’s mood or remembering returning guests’ preferences builds loyalty. No digital tool can replace the feeling of being genuinely cared for by a server.

• Digital proficiency - at the same time, servers must now be fluent with handheld ordering systems, QR-code menus or AIassisted reservation platforms. Therefore, training programs are blending etiquette with tech literacy.

• Experiential upskilling - some progressive restaurant groups are creating ‘training restaurants.’ Here, new staff serve mock guests to practice handling complaints, upselling wine or accommodating allergies.

Danny Meyer’s Union Square Hospitality Group in New York is known for playing a trailblazing role in this field. The group successfully pioneered ‘hospitality quotient’ (HQ) training, emphasizing warmth, optimism and integrity as key performance indicators, rather than focusing solely on technical skills.

The ongoing role of experiential learning Despite the rise of digital tools, the human apprenticeship model remains vital. From Michelin-starred kitchens to boutique guesthouses, trainees still learn the nuances of service by shadowing experienced mentors. What is changing is the hybridization of this model. Included here are: • Micro-internships - expose students to a variety of roles within weeks rather than long single placements.

• Simulation plus reality - prepare learners digitally before testing them in live environments.

• Industry-academic partnerships - ensure students are learning the skills employers actually need, not just abstract theory.

This model ensures that hospitality education remains dynamic, bridging the academic and practical worlds.

Overcoming the challenges However, the transformation is not free from hurdles. High on the list of potential pitfalls are:

1. Digital divide - access to technology varies by region. In emerging markets, institutions must ensure inclusiveness.

2. Maintaining humanity - there is a risk of over-reliance on screens. A guest does not remember whether their server completed a digital training module. But they do remember whether the server smiled.

3. Continuous learning - hospitality evolves rapidly. Therefore, ongoing professional development, rather than one-time degrees, must become the norm.

Looking ahead: a human-digital partnership The future of hospitality training will not pit humans against machines. Instead, it will be about machines enhancing humans. Digital platforms deliver consistency, scalability and efficiency. Human qualities such as empathy, adaptability and creativity deliver connection, authenticity and delight.

For educators and employers, the challenge is to train for both. They must ensure staff are as comfortable handling a guest’s emotions as they are operating a mobile ordering platform. For students, it means embracing lifelong learning, staying open to both new technologies and timeless human values.

Hospitality is an art of welcome. The industry may digitize, automate and globalize.

However, the smile of a server, the warmth of a receptionist or the attentiveness of a manager will always be the heart of the experience. Training and education must therefore embrace digital transformation without compromising humanity.

The future of hospitality training lies in achieving balance: soft skills as the foundation, digital transformation as the enabler and experiential practice as the connector. This triad will shape the next decade, ensuring that future professionals are not only technically skilled but also true ambassadors of the timeless human spirit that defines hospitality. brandportunity.com

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STARRY FUTURES:

TRAINING FOR MICHELIN EXCELLENCE In the fast-paced culinary world, where trends shift daily and competition is fierce, the pursuit of brilliance has become both a philosophy and a necessity. With a Michelin star to his name, chef Luigi Taglienti is no stranger to scaling professional heights.

Here, he reveals what’s needed to achieve true greatness in the kitchen, from skill and discipline to creative courage.

In a world that moves at breakneck speed, taking a moment to pause, reflect and rediscover purpose has become a rare privilege. The hospitality industry, much like the rest of the world, is constantly evolving. Even for those immersed in it, keeping pace with change while maintaining a clear direction can be a challenge. New culinary trends emerge almost daily, guest expectations evolve continuously and competition is fierce. In this environment, slowing down to understand one’s goals and vision has become not only valuable but necessary for those striving for excellence.

A reshape and reset Until 2019, the global restaurant and hotel sector seemed unstoppable, a highspeed train driven by the pursuit of luxury, 360-degree hospitality and constant innovation. Then came the pause, the global blackout that reshaped work, lifestyles and the dynamics of hospitality.

Demand shifted, supply chains faced disruption and expectations of both staff and guests evolved rapidly. From the perspective of an entrepreneur and consultant, one truth became clear: pursuing excellence is the most effective way to rise above

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the pressures of globalization while offering guests a genuinely memorable experience. Excellence is not just a goal but a philosophy, a mindset that guides daily decisions in the kitchen, classroom or dining room. It is what separates good professionals from the great ones and ultimately determines who will thrive in a highly competitive and ever-changing environment.

Nurturing talent Excellence, however, is not a destination, it is a discipline. It begins with education, mentorship and hands-on experience, supported by teachers who can recognize raw talent and nurture it with patience and rigor. Across professional schools and kitchens worldwide, the cultivation of skill, creativity and ethical responsibility forms the foundation of truly exceptional chefs.

These educators teach more than recipes - they teach values, critical thinking and the art of self-improvement. The best mentors instill the pleasure of mastering a craft, the humility to learn continuously and the discipline to question oneself constantly, encouraging young chefs to refine not only their techniques but also their mindset and vision.

Pursuing Michelin-level excellence does not mean chasing stars at all costs. It means building a foundation of rigor, creativity and respect for ingredients, for people and for one’s own vision. It requires flexibility over rigidity, method over improvisation and an unwavering focus on the guest experience.

Dedication and discipline A Michelin star is not a symbol of vanity or an end in itself; it is a reflection of consistent effort, discipline and passion applied day after day. It represents recognition of a lifelong commitment to craft, a culmination of knowledge, taste and emotional intelligence.

For aspiring chefs, the Michelin Guide remains the ultimate benchmark of achievement. Every chef dreams of that recognition, yet true Michelin excellence cannot be forced. It emerges naturally through consistency, precision and dedication. It comes to those who work tirelessly, day in and day out, with a clear vision, planning their steps carefully, refining methods and sharing their gastronomic mission with the public.

It is not about instant fame, but about dedication to self-improvement, generosity in sharing one’s vision and the pursuit of authenticity in every dish.

In collaboration with Shaping culinary leaders

A collective approach

In Italy, one of the finest examples of structured culinary training is ALMA, The International School of Italian Cuisine, founded by the late Gualtiero Marchesi, the father of modern Italian cuisine. ALMA exemplifies how rigorous education and hands-on experience can shape the next generation of culinary leaders. Students learn under the guidance of Michelin-starred chefs, participating in authentic kitchen experiences that integrate both preparation and service. Upon graduation, these young chefs have the opportunity to complete six-month internships in some of Italy's most prestigious Michelin-starred restaurants.

Many alumni of ALMA have gone on to earn Michelin stars themselves, continuing the legacy of excellence that Marchesi envisioned and reinforcing the importance of mentorship and education in shaping culinary careers.

Across the border in France, the philosophy of training was different but equally rigorous, defined by discipline, structure and hierarchy. In a three-Michelin-star kitchen, every cook, from the youngest apprentice to the sous chef, had a crucial role. Each role was learned to perfection, mastered with precision and executed in synergy with the rest of the brigade. The French approach emphasizes meticulous control over every aspect of the process.

In these kitchens, excellence is collective: each individual contributes to the harmony and efficiency of the team, while simultaneously cultivating their personal skills and leadership capabilities.

Passion and sensitivity The story of Chef Ezio Santin and his wife Renata, founders of Antica Osteria del Ponte, also known as La Cassinetta, is a testament to what passion and sensitivity can achieve.

Santin was the first self-taught Italian chef to earn three Michelin stars. His kitchen was a sanctuary of silence, discipline and respect.

Every ingredient carried meaning, every gesture had a purpose. Santin’s mentorship and approach to cooking emphasized research, emotion and precision, giving young chefs the freedom to explore while grounding them in the principles of excellence. Working in his kitchen was like stepping into a world of quiet magic, where the pursuit of perfection never compromised the joy of cooking. Many chefs trained under him went on to achieve international acclaim, carrying forward the principles of creativity, respect and rigor.

Forging personal paths As chefs mature and begin to define their own gastronomic identities, they carry these lessons forward. They refine recipes, perfect sauces, experiment with textures, build relationships with trusted suppliers and create kitchens rooted in collaboration, trust and respect. The ability to taste one’s own cuisine critically becomes essential, allowing chefs to refine flavors, techniques, presentation and storytelling in every dish.

This reflective practice helps them fully understand their culinary vision and ensures consistency across all aspects of service.

Ultimately, there is no single path to Michelin success. Each chef’s journey is unique, shaped by experience, mentorship, discipline and the burning desire to serve excellence.

The journey is long and challenging, demanding constant learning, adaptation and personal growth. Yet the passion to create, to innovate and to offer guests an

unforgettable experience drives every chef forward. The true spirit of a Michelin chef lies not in the number of stars achieved, but in the unwavering dedication to cook every day with the same passion, precision and attention as if already worthy of three.

Training beyond technical skills Training for Michelin excellence is not limited to technical skills alone. It encompasses emotional intelligence, leadership, ethics and the ability to balance creativity with discipline. Mentorship, structured education and real-world experience combine to form chefs capable of transforming the culinary landscape. Through continuous learning, experimentation and reflection, young talent is guided toward mastery, building confidence, resilience and a commitment to lifelong improvement.

That is the essence of training for Michelin excellence, a lifelong journey that combines skill, discipline, creativity and the courage to push culinary boundaries. It is about cultivating a mindset that values quality, curiosity and generosity, while never losing sight of the guest experience. Excellence, after all, is not a destination but a journey, and the Michelin star is the acknowledgment of a path well-traveled, a vision faithfully realized and a mission of passion fulfilled. luigitaglienti

Pursuing Michelin-level excellence does not mean chasing stars at all costs. It means building a foundation of rigor, creativity and respect for ingredients, for people and for one’s own vision.

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HOW TO SERVE UP A COMPLETE CULINARY EDUCATION Extending well beyond technique and theory, a comprehensive culinary education requires students to truly understand the historical, cultural and sociological forces that shape what we eat. Noelle Faure, chef, food sociologist and co-creator of Un Couple en Cuisine, gives us a valuable lesson on why tomorrow’s hospitality professionals must understand the past to successfully shape the industry’s future.

Culinary education in hospitality is not just about mastering techniques and ingredients. It is deeply rooted in history, a legacy passed down through generations.

Much more than a recipe In France, the birthplace of gastronomy, training begins with studying fundamentals that have been refined over centuries.

Hospitality students are introduced to the classics of bourgeois and haute cuisine, codified by iconic figures such as Antonin Carême and Auguste Escoffier.

Take, for example, the Tournedos Rossini.

Students learn not only the preparation process but also the story behind its creation. By understanding this heritage, future chefs are able to reinterpret or reinvent dishes while staying true to their roots. After all, one cannot qualitatively reimagine a recipe without first knowing its history, its ingredients, their origins and mastering the classical version.

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Terroir and culture

Sociology of taste

Culture, whether regional or national, shapes eating habits regardless of birthplace. Culinary education inevitably integrates local traditions, and this is true across the world. In Western France, for example, hospitality schools emphasize seafood and crêpes. In the Southwest, training highlights duck confit and foie gras, while in the Southeast, vegetables such as those in the Niçoise salad or petits farcis (stuffed vegetables) take center stage.

Sociology has always shaped eating habits, but today its influence on culinary education is stronger than ever. Food has long varied across historical periods and social groups, serving as a powerful marker of identity. The symbolic meaning of food consumption cannot be ignored.

This cultural grounding goes beyond ingredients and dishes. It encompasses the French meal ritual, with its structured sequence of starter, main, cheese and dessert, as well as the role of wine and food pairings. Students are taught to tell a story through their menus - a narrative tied to a region and its identity. After all, isn’t a culinary experience first and foremost an invitation to discovery, rediscovery or a sensory journey?

Modern chefs must understand evolving social expectations and be prepared to respond. Therefore, training addresses contemporary challenges: demand for local and sustainable products; growing interest in nutrition; food allergies; religious dietary laws; and specialized diets, such as gluten-free, vegetarian or vegan varieties. Increasingly, education incorporates the concept of wellness cuisine, healthy menus and the importance of ingredient provenance.

Consumer sociology also influences how food is presented and marketed. The rise of food art and the spectacle of cuisine on social media has led schools to integrate food photography and marketing into their curricula. Furthermore, taste today is not only about flavor. Instead, it appeals to all of the senses and is also a matter of vision and image.

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Symbolism in food Culinary education must also address a crucial yet often overlooked subject: the symbolism of food incorporation. Eating is never a purely physical act. It is charged with meaning, shaped by culture, religion and personal context, as the following examples show: Sharing and community - sharing a meal is one of the most symbolic forms of incorporation. It creates social bonds and a sense of belonging. In Christianity, the Last Supper illustrates this, where bread and wine symbolize the body and blood of Christ, uniting believers in faith.

Similarly, during Ramadan, the Iftar meal strengthens community ties after fasting.

Identity and tradition - additionally, food defines cultural identity. Eating traditional dishes is a way of internalizing heritage. Bread and wine in France, poutine in Quebec or sushi in Japan are all examples of how food reflects cultural and regional roots.

Strength and vitality - in many societies, foods are believed to transfer qualities to those who consume them. For the Aztecs, eating the heart of enemies symbolized absorbing courage. Red meat often signifies strength and vitality, while eggs symbolize life and fertility. In some traditions, eating organ meats represents acquiring the animal’s traits, such as bravery or speed.

Ceremonies and rituals - food incorporation is central to many life rituals. A wedding cake symbolizes family union, with the act of cutting and sharing marking the incorporation of a new alliance. Similarly, France’s Epiphany brioche or galette des rois - descended from Roman Saturnalia - symbolizes luck and prosperity for the year ahead.

These examples reveal food as a nonverbal language, rich in meaning. Each bite can tell a story, forge connections and express beliefs. It is therefore essential that students grasp this complexity if they are to fully understand and teach gastronomy.

A complete culinary education Modern culinary education must adapt to the evolving role of food in society.

Training cannot be limited to empirical techniques. Instead, it must produce professionals who understand that cooking is a social act, a dialog between history, culture and shifting societal expectations. This is the key to ensuring that French gastronomy, and global cuisines alike, continue to thrive.

Equally important is instilling moral values.

These include animal welfare, respect for producers, colleagues and consumers, as well as broader human values. Only then can culinary education be both complete and ethical.

The earth has given us resources to cherish. Shouldn’t the mission of education be to prepare future generations to use them responsibly, sustainably and meaningfully? Perhaps this is the true secret to a culinary education that is ethical, committed and enduring. noelle_faure

Training must produce professionals who understand that cooking is a social act, a dialog between history, culture and shifting societal expectations.

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EDUCATION WITH PURPOSE:

THE GATEWAY TO CAREERS IN HOSPITALITY The world of hospitality is constantly evolving, which presents both opportunities and challenges for professionals looking to climb the industry ladder.

Shaun Smith, chef, educator and president of the Africa Chefs Alliance, explains how a combination of continuous learning and self-discovery can bring success to both individuals and their employers.

Continuous learning and self-discovery go hand in hand. As one of my mentors used to say, you either learn by good instruction or by bad experience. But either way you will learn! Learning is a crucial part of life. And ongoing life-long-learning is imperative to succeed in our modern, everchanging world.

All about attitude The path of self-discovery is often littered with a history of mixed experiences and emotions. But much depends on one’s attitude as to how you benefit or are damaged by each encounter. Some snub opportunities to grow and are pensive and dismissive of disruption, whilst others embrace it and reap the rewards.

It is important to realize that change and disruption are not a bad thing, even if not always easy to navigate. Indeed, they are an opportunity for growth and development.

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Adaptability is key

Never stop learning

The hospitality industry stands at an inflection point between tradition and transformation. As one of the world’s largest and fastest-growing sectors, hospitality faces the challenges of maintaining exceptional guest experiences while adapting to rapid technological changes, evolving consumer expectations, shifting global political and economic changes. On top of this there are increasing demands for sustainable yet profitable practices.

The hospitality industry is characterized by constant evolution, driven by changing consumer preferences, technological advancements and global economic shifts. Continuous learning has therefore transitioned from being beneficial to absolutely essential for long-term career sustainability. Hospitality professionals must continually update their knowledge to remain relevant amid rapid transformations.

From new technologies that streamline guest experiences to evolving sustainability standards and changing travel patterns, the industry landscape is constantly changing.

In this dynamic environment, long-term career success no longer depends solely on technical skills or years of experience.

Instead, the need is increasingly for a commitment to continuous learning and self-discovery. In other words, the art of being adaptable and flexible to change.

Continuous learning enables professionals to not only respond to changes but to anticipate and lead through them. For instance, the growing emphasis on environmental consciousness has created entirely new career specializations such as sustainability coordinators and eco-tourism specialists.

These roles require both foundational hospitality knowledge and ongoing education in emerging sustainability practices.

In collaboration with Career advancement opportunities Structured learning programs enable hospitality professionals to develop both the ‘hard’ technical and ‘soft’ people skills essential for career advancement. Beyond initial training, continuous education helps refine customer service excellence, problem-solving abilities and operational efficiencies. For example, food and beverage directors who continually update their knowledge of sustainable sourcing practices, culinary trends and inventory management systems can significantly improve their establishment’s profitability and reputation.

Continuous learning directly facilitates career progression into leadership roles.

Many hospitality organizations promote from within when employees demonstrate commitment to ongoing professional development. The industry offers a relatively clear career ladder, where individuals can advance from entry-level positions to managerial roles through a combination of experience and ongoing learning.

By embracing the integration of continuous lifelong learning with the power of self-discovery, hospitality professionals can build careers that are not only successful but also sustainable, fulfilling and transformative.

Integrating self-awareness While continuous learning provides the technical foundation for career advancement, self-discovery forms the psychological and emotional foundation for long-term career growth. The hospitality industry’s demanding nature - with irregular hours, high-pressure environments and the need for constant customer engagement requires professionals to develop deep selfawareness to avoid burnout and maintain energized engagement.

The most successful hospitality careers emerge from the integrated practice of continuous learning and self-discovery.

These elements are not separate tracks but complementary processes that reinforce each other. Purposeful learning, guided by self-awareness, creates a career development process where each element strengthens the other. This leads to greater satisfaction and success.

Future trends As the hospitality industry continues to evolve, several emerging trends are shaping the future of the sector. Professionals who understand these developments can better prepare for long-term success.

Key trends include: Technology integration and digital fluency – advanced technologies like artificial intelligence, data analytics and automation are transforming hospitality operations.

Professionals will need ongoing learning to stay current with these tools. Meanwhile, self-discovery will help them identify how to best interface with technology, whether through technical specialization or through leveraging technology to enhance human interactions.

Sustainability and ethical operations environmental and social consciousness continues to grow in importance. Careers in sustainable hospitality management represent promising pathways. Professionals who combine technical knowledge of sustainability practices with deep personal commitment to these values will be wellpositioned for leadership roles.

Personalized guest experiences and customization - the increasing demand for personalized services requires hospitality professionals to develop greater empathy,

cultural competence and creative problemsolving abilities. These soft skills emerge from self-awareness and emotional intelligence development as much as from technical training. Putting yourself in the shoes of your guests is foremost to predictively considering and perceptively understanding their needs. Training programs need to place greater emphasis on human-centric skills like design thinking, interpersonal behavioral psychology and cross-cultural communication.

Embracing a new paradigm Importantly, integrating continuous learning with ongoing self discovery will create educational pathways with purpose, paving the way for long-term career success and satisfaction.

For individuals, this means embracing both formal learning opportunities and reflective practices that clarify values, strengths and purposes. For organizations, it requires creating learning cultures that support holistic employee development and acknowledge the connection between personal growth and professional excellence.

The future of hospitality belongs to those who can combine adaptability with authenticity, tradition with technology, and can respond to industry changes while remaining grounded in personal values. By embracing the integration of continuous lifelong learning with the power of selfdiscovery, hospitality professionals can build careers that are not only successful but also sustainable, fulfilling and transformative for both the individual and the industry they serve. This is truly education with purpose. fusioncooking.co.za

Emotional intelligence (EQ) - the ability to perceive, understand and manage one’s own emotions and those of others - proves particularly valuable in hospitality settings where interactions with guests and colleagues are constant. Higher EQ correlates with improved conflict resolution, better team collaboration and enhanced guest satisfaction - all critical factors for successful careers in hospitality. Moreover, self-aware professionals can better recognize signs of burnout. They can then take proactive measures, contributing to longer career sustainability in an industry known for high turnover rates.

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TEACHING IN A TIME OF

TRANSFORMATION In an era of rapid change, hospitality educators are having to rethink not only what they teach, but how they teach it. Addressing both the openings and hurdles this presents, Jacques Rossel, campus director at the Royal Academy of Culinary Arts in Amman, offers an insightful look at how institutions can best prepare the next wave of talent to take the industry forward.

For decades, the hospitality industry has stood as a dynamic, fast-paced profession whose key distinction is its focus on people, deep cultural roots and commitment to creating memorable guest experiences.

Today, however, it is experiencing major transformations driven by technology, social change and environmental pressures.

These are redefining the preparation of future hoteliers.

Educators, industry leaders and policymakers face a dual responsibility: responding to current challenges while preparing students with the skills, versatility and mindset to succeed in a very different future. Preparing the next generation of F&B and culinary leaders extends beyond transmission of knowledge. It includes fostering adaptability, empathy, creativity and sustainability. To achieve this, educators must understand these challenges and address them while harnessing the opportunities that will arise from transformation and change.

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F&B education’s changing landscape F&B and culinary education are no longer confined to operation management, culinary expertise and service. While these areas remain vital, the context in which they are practiced is changing rapidly. Several forces are driving this transformation: 1. Technology integration: from AI-powered booking systems to robotics in services and smart guest experiences, technology is redefining the field of F&B. Students need to now master digital literacy alongside traditional service skills.

2. Sustainability and business responsibility: increasingly, guests, governments and global agencies are demanding environmentally responsible practices.

Future F&B professionals must not only participate but also innovate in areas such as waste reduction, greener energy and ethical purchasing.

3. Globalization and diversity: with the industry becoming more interconnected than ever, cultural awareness, multilingual abilities and inclusivity are now crucial competencies. Overlooking these skills can fundamentally determine an employee’s prospects.

4. Evolving guest expectations: today’s travelers increasingly value authenticity, personalization and wellness-driven experiences. With guests becoming more discerning, education must adapt to prepare students to successfully meet these sophisticated demands.

5. Workforce dynamics: regional conflicts and political unrest have exposed vulnerabilities in the tourism and hospitality workforce, disrupting mobility, job security and talent retention. The post-pandemic labor shortage has further strained an industry already struggling to recruit and retain qualified staff. Moreover, hospitality’s demanding working conditions, unsocial hours and often limited career progression further deter new entrants. These dynamics call for a rethink in workforce strategies through better training, fairer employment practices, enhanced career pathways and technology integration to ensure a more resilient, motivated and culture-ready workforce.

In collaboration with

Preparing the next generation of F&B and culinary leaders extends beyond transmission of knowledge. It includes fostering adaptability, empathy, creativity and sustainability.

Overcoming the hurdles Against this backdrop, educators face an exciting but challenging mission of reimagining how they teach. Key challenges include: 1. Balancing tradition with innovation: the F&B sector is rooted in traditions of service excellence, etiquette and human connection. However, automation and digital tools are steering it into new territory.

Educators must balance preserving the art of service and culinary heritage with integrating innovation that enhances efficiency, personalization and guest satisfaction. For example, students can learn classical French service while understanding how mobile ordering applications and AI-driven guest profiling reshape modern experiences.

2. Bridging the market skills gap: employers often report a disconnect between what graduates know and what the industry demands. While many universities emphasize theory, businesses seek practical, hands-on skills. Stronger collaboration between academia and industry stakeholders is key to closing this gap.

3. Aligning teaching methods: while today’s students are digitally savvy, they have shorter attention spans and higher expectations for interactive learning. Traditional lectures are losing ground to blended learning, gamification and real-life projects. However, hospitality remains people-centered, making communication, empathy and problemsolving indispensable, though more challenging to teach digitally.

4. Industry perceptions: many young people perceive the sector as demanding, underpaid and offering limited growth.

This discourages enrollment in culinary programs. Institutions must pair quality education with advocacy for better industry practices.

4. Global exchange and cultural learning: partnerships between schools across countries and internships beyond national borders expose students to diverse practices. Exchange programs and online collaborations foster global citizenship, essential for success internationally.

5. Spotlighting sustainability: green issues can no longer be treated as niche.

Integrating environmental and social responsibility throughout the curriculum reinforces their status as fundamental professional values.

5. Embedding wellness and work-life balance: the new generation values wellbeing and mental health. By addressing wellness through supportive environments and stress management activities, facilitators prepare students to lead the industry into a more sustainable, humane future.

Opportunities to rethink delivery Despite these challenges, there are unprecedented opportunities to transform hospitality education: 1. Harnessing technology for learning: virtual reality (VR) and augmented reality (AR) are revolutionizing training. Students can simulate operations in immersive environments without real-world risks.

Learning management systems (LMSs) enable personalized learning paths, while AI tutoring provides instant feedback.

2. Strengthening industry partnerships: closer ties between institutions and businesses create opportunities through internships, apprenticeships and live projects. Hotels, restaurants and tourism companies serve as living laboratories where students gain practical experience while contributing innovative ideas.

3. Promoting entrepreneurial thinking: rather than preparing students solely for employment, hospitality education can foster entrepreneurs who start their own ventures, from home-owned businesses to cloudkitchens or food-tech startups. Embedding entrepreneurship fosters creativity, innovation, resilience and risk-taking.

6. Elevating the image of hospitality: by sharing powerful stories and celebrating alumni successes, facilitators can inspire students to see F&B as a vibrant career path.

When hospitality is presented as a field connecting technology, sustainability and cultural exchange, it becomes not just a job but a calling with global impact.

Looking ahead Teaching tomorrow’s hospitality professionals presents both challenges and opportunities. As we envision the future, one thing is clear: education must prepare students not only for jobs that exist today but also for those yet to emerge. From managing sustainable smart hotels to designing virtual tourism experiences, tomorrow’s professionals will need imagination as much as operational expertise.

The industry’s shifting dynamics demand a fresh approach that balances tradition with innovation. Facilitators must navigate skills gaps and evolving learner needs while embracing opportunities offered by technology, global exchange and entrepreneurship. The goal is not merely to train staff but to inspire changemakers who will shape hospitality’s evolution, ensuring that its essence - warmth, human connection and unforgettable experiences - continues to thrive in an ever-changing world. raca.edu.jo

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WAYS TO CRACK THE GEN Z CODE

There’s a new cohort of customers in town who are bringing both fresh expectations and growing spending power to the hospitality industry. Are you ready for them? Ashleigh Donald, co-founder of Halo Business Consulting, shares five tips to attract and engage the all-important group of Gen Z guests.

If you’re in hospitality and still building your guest experience around millennials, you might be missing a trick. Gen Z, born between the mid-1990s and early 2010s, are already earning, spending and setting new expectations for how hospitality brands engage, behave and deliver. So how do we connect with this generation? These five ideas can help:

1

Start with simplicity

Global hospitality and travel marketing specialists 80 DAYS recently published a fascinating article on the return of ‘brutal simplicity.’ They described the move away from complexity and noise toward clarity and focus. In hospitality, this feels particularly relevant when trying to engage Gen Z. They’ve grown up in a digital world full of content. So, cutting through the noise often comes down to clarity. You may want to ask: is our brand message clear? Is our digital presence clutter-free?

2

Understand what they value

There’s growing evidence that Gen Z place high importance on sustainability, inclusion and authenticity. According to Booking.com’s 2025 research, 93 percent of global travelers want to make more sustainable travel choices. Moreover, over half of Gen Z prefer to stay in green or eco-friendly accommodation.

While sustainability might not be top of the agenda across every market, it’s worth noting that feeder markets

such as Northern Europe, Canada and parts of Asia are increasingly factoring environmental responsibility into their travel decisions. Pursuing internationally recognized sustainability credentials, like the Green Key certification or B Corp, may help improve your positioning in key international markets.

3

Use technology for insight, not just automation

This generation is digitally native. This means they leave behind plenty of data, and that can be incredibly useful if used well. For example, Gen Z travelers are more comfortable booking trips with short notice. They often rely on social media and peer reviews when choosing a destination or brand. They’ll appreciate tailored content, instant booking features and technology that adds value rather than friction.

Instant messaging apps like WhatsApp can also be effective tools when handled correctly. A quick, conversational exchange can feel natural to this demographic, but responsiveness is key.

Waiting 24 hours for a response simply won’t cut it. You might also explore tech that works quietly in the background, like loyalty schemes that reward sustainable choices without demanding too much of their time.

This generation can spot disconnects quickly. If the promises made in your advertising aren’t backed up in service delivery, they’ll pick up on it and won’t hesitate to share their experience online.

4

Meet them where they are

Gen Z aren’t typically engaging with long-form newsletters or static brochures.

If you’re trying to reach them, short-form video, user-generated content and influencer collaborations might be more effective. That doesn’t mean chasing every trend. However, it might be worth identifying the channels your Gen Z guests use most.

Consider micro-influencer partnerships with creators who align with your brand values.

Additionally, think about the shareability of your physical spaces. Online reviews remain a major trust signal for Gen Z and they often check multiple review sources before booking.

Responding to reviews, both good and bad, in a timely, respectful way is now part of your brand’s public voice.

5

Lead from within

Cracking the Gen Z code isn’t just a marketing conversation. You might want to consider whether the culture inside your business matches the brand you're projecting externally. Do your employees feel proud of the business they represent?

This generation can spot disconnects quickly.

If the promises made in your advertising aren’t backed up in service delivery, they’ll pick up on it. Moreover, they won’t hesitate to share their experience online.

The opportunity ahead Engaging Gen Z may not require a full-scale brand reinvention. However, it likely involves a shift in how we listen, adapt and communicate.

Gen Z is a generation that doesn’t just visit.

They share, they review, they influence. And if they like what they see, they’ll bring their friends.

That feels like an opportunity worth exploring. gohalo.co.uk

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SOLUTIONS

HUMAN RESOURCES

In collaboration with

HOW TO LEAD TEAMS WITH EI AND AI While artificial intelligence is more than capable of handling your systems, emotional intelligence is what will inspire your people. Mark Dickinson, of Done! Hospitality Training Solutions, explains why mastering this balancing act will help to bring out the best in your workforce.

The generations born after 1995 have grown up in a world where emotional intelligence (EI) is part of life. However, the people they work for grew up in a results-driven world. The mindset of many managers today has been forged by traditional hierarchical ways of working: the boss is always right, for example.

What is your employee turnover ratio?

How long do people stay with you? Are you able to keep front-line turnover below 30 percent (the figure indicated in reports

by AGBI and Alpen Capital reports)? If so, then you are probably on the right track and your managers are exhibiting higher levels of EI.

Leadership is a word thrown around as a cure-all solution by people not displaying it. It’s worth remembering that to lead means having something within that others want to follow. Leadership and management aren’t the same thing. One is a title, the other is a quality. Titles are given, but leaders earn their place.

The art of emotional management

Using AI smartly Smart minds will find the elixir of management in artificial intelligence (AI).

They will use it to grind through repetitive tasks like producing studies, forecasts or emails without any mental engagement.

However, the risk is that we begin to apply the same approach to managing our teams - put the questions into AI and implement the answers. While eliciting guidance from AI is a great idea, it is the interface between the artificial and real worlds that requires the human touch.

People work for people, not just for organizations. The place to look to identify the level of EI in management is in the employee turnover statistics. In great companies with bad managers, people quit. Where there are great managers, people stay.

Sometimes called emotional quotient (EQ), EI is the ability to accurately perceive emotions, use emotions to facilitate thought, understand and manage emotion.

These are learnable skills. With high-quality training, managers can become adept at using emotions effectively to manage team members. The best guideline is to create rules with intelligence and implement them with emotion.

For example, the rule says that vacations are not permitted during a certain period.

This is laid out in an employee handbook.

The rule is intelligent as it benefits the business and ensures maximum workforce availability during peak periods. The emotion is in handling requests from employees who need time off during that restricted period. How this is handled is all about emotions.

Leadership and management aren’t the same thing. One is a title, the other is a quality.

Titles are given, but leaders earn their place.

Five qualities of emotional management are: 1. Self-awareness - managing one’s own feelings, behaviors and decisions.

2. Self-control - pausing before reacting and avoiding impulsive conclusions, remaining calm under pressure.

3. Resilience - recovering quickly from stress and emotional challenges and maintaining a balanced perspective.

4. Empathy - understanding the situation of others and responding with sensitivity.

5. Adaptability - adjusting emotions to fit changing circumstances and remaining flexible when dealing with conflict and uncertainty.

However, understanding these qualities is quite different from implementing them.

Understanding the qualities only requires IQ. Implementing them requires EQ and one important ingredient: courage. AI cannot do that for you. You must do that for yourself and for your team.

The human element Emotions are what makes life beautiful.

The workforce of today is infinitely more aware than any previous generation.

They are looking for managers that value them, honor them and care for them, understand their feelings and guide them toward excellence through talented application of EI. No one wants to feel managed. People want to feel inspired, which will generate motivation from within and produce passion.

Passion is core to producing excellence.

Create your structure with AI, your systems with intelligence quotient (IQ) and apply them with EQ. You will be a winner in the years to come. done.fyi

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SOLUTIONS

GREEN

In collaboration with

6

WAYS TO HELP FIX

THE FOOD WASTE CRISIS

The hospitality industry carries a major responsibility when it comes to addressing food waste, but within this challenge lies opportunity. Omar Shihab, founder and chief sustainability officer at BOCA, shares six practical strategies for cutting waste and building a more sustainable business.

The figures relating to food waste make for sobering reading. The global food system contributes about 37 percent of all greenhouse gas emissions. And roughly one-third of food produced is never consumed, with this waste alone accounting for approximately 10 percent of that total.

However, the hospitality sector also contributes around 10 percent of global GDP, generating approximately one in every 10 jobs worldwide. It’s clear to see, then, that the industry’s actions deeply influence food supply chains and consumption habits. Launched in 2021, the UAE’s Circular Economy Policy encourages us to move away from ‘take, make, dispose’ models toward regenerative systems where surplus is prevented and resources are cycled back into the system. What was once considered waste is given new value. If we start viewing food through this lens, it’s easier to see its potential for further use, rather than writing it off as ‘waste.’

Prevention comes first The most effective way to deal with food waste is to stop it from happening in the first place. A lot of waste happens earlier in the supply chain, long before food reaches guests. So while repurposing surplus through donations or energy recovery still has value, it doesn’t solve the underlying problem. By planning better, matching supply with demand, and improving storage and procurement, we can address waste at its source.

One crucial step in tackling this issue is to remind ourselves that what we call ‘food waste’ is still food. By labeling it as waste, we strip it of that meaning and make it easier to overlook.

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Shifting the narrative One crucial step in tackling this issue is to remind ourselves that what we call ‘food waste’ is still food. Around the world, food carries deep associations of value, culture, and nourishment. By labeling it as waste, we strip it of that meaning and make it easier to overlook. If we want to inspire real change, we need to reframe the conversation as a matter of respecting and protecting food.

Below are six practical steps to minimize food waste:

1

Better planning: design menus

that allow ingredients to be used in multiple ways. Regularly review menus and remove unpopular dishes. Standardize portion sizes and make adjustments based on customer feedback. Replace buffets with live cooking stations where possible or establish ideal portion sizes to limit waste. Communicate the benefits of sourcing in smaller, fresher quantities.

2

Better purchasing: share ingredients

and market lists with the beverage team. Match orders with demand, using data to forecast busy and quiet periods.

Building open communication with suppliers helps identify practical solutions and reduce unnecessary losses.

3

Stay flexible: use daily specials to

clear perishable items. Adapt order sizes and menu choices when waste patterns emerge. Repurpose offcuts and scraps into new dishes. Preserve surplus through freezing, pickling or fermentation.

4

Manage stocks: rotate stock and

check expiry dates daily. Store ingredients correctly and maintain equipment at proper temperatures. Ensure labeling is clear and inventories up to date. Track items often wasted and adjust procurement accordingly.

5

Measure and monitor: record

waste volumes, either continuously or as periodic snapshots. Consider adding responsibility to existing team members to oversee waste reduction and track progress. Provide a title like ‘waste officer’ or ‘sustainability champion’ and give postholders incentives. Identify quick wins and set clear priorities for reducing waste.

6

Engage the team: train staff on waste reduction and proper segregation. Encourage ideas from both kitchen and front-of-house teams. Assign responsibility for monitoring waste and build a culture of accountability with clear targets and feedback.

The business case The financial risks of ignoring food waste are significant. But the good news is that the benefits of tackling it are immediate.

Preventing waste saves money since recipes that use more of each ingredient reduce purchasing costs. A reduction of one percentage point in food and beverage cost contributes immediately to the bottom line.

Additionally, reducing waste builds brand value. Guests are increasingly aware of sustainability issues and respond positively to restaurants that act responsibly and communicate progress with transparency.

Ultimately, food waste reduction is not just an environmental imperative but a direct route to stronger margins, improved efficiency and a more resilient business. oshihab

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PRODUCT ZONE

EQUIPMENT

PACKAGING TRENDS UNWRAPPED With waste reduction a top concern today, packaging’s role has expanded far beyond simply protecting and promoting products. Two experts lift the lid on the developments that are positioning the industry for a smarter, more sustainable future, from tech-led innovation to circular economy strategies.

Doing more with less

SOHA ATALLAH Founder LibanPack WPO vice president, marketing World Packaging Organisation atallahsoha

A strategic differentiator Packaging is far more than protection and visual appeal. It’s the silent salesman that builds emotional connection. Most purchasing decisions are emotional and psychological, and packaging is often the first physical touchpoint that triggers those feelings. The right colors, textures and design elements can evoke trust, comfort, nostalgia or excitement.

Strong brand packaging that reflects authenticity and aligns with consumer values, especially sustainability and transparency, can significantly influence the purchase decision. When done right, packaging becomes a strategic differentiator, turning a simple product into a meaningful brand experience.

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Inflation and rising material costs are undoubtedly challenging for the industry, but they also drive innovation. Brands today must rethink packaging design to achieve both cost-efficiency and sustainability. By embracing lightweight materials, reusable formats and minimalist structures, companies can reduce costs while minimizing environmental impact. The principles of reduce, reuse and recycle are not only eco-friendly but also economically smart. Innovation doesn’t always mean expensive. Sometimes creativity comes from doing more with less. The key is to maintain packaging’s essential role: protecting the product, extending shelf life and preventing food waste, while keeping affordability and brand identity in balance.

Communicating authenticity Globally, packaging is moving toward minimalism and emotional clarity.

Consumers are drawn to simple, clean designs that convey honesty and sustainability. Muted natural tones, earthy greens, soft neutrals and organic textures are trending because they reflect ecoconsciousness and trust. Transparent packaging and clear labeling help communicate authenticity. Shapes are becoming more ergonomic and practical, focusing on usability and convenience.

However, cultural context still matters as local color preferences and patterns can strengthen emotional resonance. Overall, the trend is clear: less is more and design that speaks to emotion and responsibility resonates most.

A collaborative future The next five years will mark a transformational era for packaging. We will see an accelerated shift toward circular economy models, where materials

are reused, recycled or composted.

Smart technologies such as QR codes for traceability and AI-driven design will redefine how brands engage with consumers. Regulations, especially in the EU for recyclability and reuse targets, will push companies toward more sustainable and transparent practices. Consequently, collaboration across the value chain will become essential, from producers to recyclers to brands, creating integrated systems that turn packaging from end-oflife waste into a continuous resource cycle.

Shifting mindsets, shared accountability One question often overlooked is: why do we keep blaming packaging for pollution instead of addressing human behavior?

Littering and poor waste management, especially for plastic waste, are the true culprits. We must remember that packaging protects products, preserves food and prevents waste. Around 30 percent of global food is wasted, and proper packaging can significantly reduce that figure.

The real challenge is education and shared responsibility. Public awareness campaigns must address the littering of packaging waste, whether plastic, paper or any other material. At the same time, governments must establish legal frameworks that penalize littering and promote responsible behavior. Extended Producer Responsibility (EPR) schemes, as now applied in Europe, place part of the responsibility on producers to ensure proper collection, recycling and recovery. These measures create a shared accountability system between consumers, producers and authorities. Optimal packaging design minimizes environmental footprint while ensuring product protection. Using the right amount of the right material achieves both sustainability and food security.

Adaptability is key In challenging times, competitiveness is driven by having a deep understanding of your consumers. Not only who they are, but everything from their needs and demands to their desires. If brands only meet their basic needs, consumers will naturally look for the lowest possible price. However, when a product delivers value, it enhances the costbenefit equation.

LUCIANA PELLEGRINO President World Packaging Organisation worldpackaging.org worldpackagingorg, pellegrinoabre

A powerful tool Packaging builds the personality of a product. It carries both emotional and rational values that connect the product with consumers in a very direct way. On the emotional side, it creates identity, trust and attachment. On the rational side, it communicates clearly what the product offers, why it serves that consumer and what differentiates it.

Packaging is also the most powerful tool a brand has to express its purpose and values, reflecting what the company stands for. This could be a commitment to sustainability, offering greater convenience, telling the story and origin of the product or making its traceability transparent. It is the moment when promises become tangible and purpose is transformed into a meaningful experience for the consumer.

But a word of caution - when budgets are stretched, companies cannot expect a onesize-fits-all approach to work. In challenging times, producers need to make their packaging work like chameleons, shaped and tailored to various audiences, spanning different consumption levels and anticipated added value. Strategic marketing approaches are also essential, from collectible editions and limited releases to festive variations.

These strategies shift products away from being just necessities onto a different ‘desirable’ list.

Recognizing design language It’s important to recognize that packaging design carries a strong cultural dimension.

Designs reflect messages to consumers subconsciously. What works in one region may not work in another, so brands need to deeply understand the culture of the society and audience they want to engage with.

Each product category tends to carry its own design language. For example, baby products often use soft colors and gentle textures to convey peace and harmony. In contrast, products for toddlers rely on vibrant colors, bold fonts and

dynamic designs to reflect their energy.

Men’s products traditionally lean toward minimalism, strength and references to movement, with darker tones and strong typography. Products for women tend to highlight detailed information, whether about functionality, health or performance, often with more expressive visuals. However, brands may break these conventions to build differentiation or forge new connections.

Future focus: efficiency and sustainability The packaging industry continues to evolve in two key directions: efficiency and sustainability. On one side, there are disruptive innovations that can change the landscape completely, like recent technological developments in coating barriers.

On the other, most progress is incremental, improving existing materials and designs to make them more efficient and sustainable.

This can mean packaging that uses less material but offers higher resistance, solutions that improve logistics efficiency or designs that enhance machinability and overall performance.

Artificial intelligence (AI) is also playing a growing role, helping to optimize structures, predict performance and make smarter use of available materials. This drives greater precision in packaging development, whether through more efficient design or mono and combined materials.

NOV 2025-JAN 2026 | HOSPITALITY NEWS ME

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PRODUCT ZONE

FOOD

THE HEALTHY

FOOD TRENDS SHAPING

2026 With wellness and nutrition now at the heart of everyday living, consumers are paying much closer attention to what they eat.

Nada Alameddine, managing partner at Hodema Consulting Services, serves up an appetizing digest of the varied offerings transforming this growing market segment, from flexitarian diets and fermented delicacies to functional snacks.

Eating healthy food has evolved from a trend into a habit for millions around the world. People are more conscious of the impact their diet and lifestyle have on their health and overall quality of life. The sharp rise in food-related diseases such as obesity and diabetes has led many to change their meal plans and seek healthier options. Additionally, the widespread use of pesticides and additives by the food-processing industry has pushed people to take a closer look at their grocery shopping.

A multitude of benefits Healthy food not only prevents sickness, but can also enhance the immune system, stabilize weight, improve digestion and even limit cognitive decline. As the global population is aging, many elderly consumers are watching their diets to remain in good shape. According to Grand View Research, the global health and wellness market was estimated at over USD 900 billion in 2024 and is projected to reach USD 1.59 trillion by 2030.

Putting healthy ingredients into your body has often been linked to supporting other causes such as protecting nature and animals.

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Better choices For years, eating healthy was associated with vegetarianism and more recently veganism. However, in the early 2000s, appetizing alternatives for people wanting to avoid meat were scarce.

Today things have improved, with many brands investing in their products to meet demand for tastier vegetable-based meals. Some even offer meat substitutes produced through fermentation or the culturing of animal cells. However, despite this wider array of possibilities, ‘mock meat’ remains expensive and mostly only accessible to people living in big towns and cities. And supply isn’t the only issue.

Many healthy eaters are indeed going back to meat but opting instead for ethically and locally sourced products.

Flexitarianism on the rise The quantity consumed also matters. It’s been scientifically established that having a meat-based meal every day is not great for our health. Consequently, the old tradition of having a meat or fish dish once a week has returned in many households. There is even a word for these occasional meat eaters: flexitarians.

For those having a hard time quitting meat altogether, flexitarianism is the easier way to achieve a healthy diet. It removes

the rigidity of an all-vegetable lifestyle.

Furthermore, this more nuanced approach to healthy food makes it easier to still enjoy a social life in restaurants and bars.

Taste matters For many years, healthy food was labeled bland and boring, devoid of the salty and sugary flavors associated with junk food, processed meals or rich homemade dishes. Then the Mediterranean diet, with its colorful salads and cheese pastries, was declared the healthiest in the world. Greek and Lebanese dishes suddenly became the latest fad. They made vegetable options and protein-based finger food and dips attractive to many households.

Chefs, food bloggers and influencers have since understood the business opportunity behind eating healthy. While some concepts such as bowl bars are embracing the healthy food movement, traditional establishments have also realized something important - the need to align with a trend that’s here to stay.

Menus now offer more plant-based options. Ingredients are sourced carefully.

Additionally, dishes cooked with cream or butter are now lighter on our stomachs.

Even emblematic junk food brands such as Taco Bell, Wendy’s and McDonald’s are adding salads and healthier sandwich options to their menus.

In collaboration with Sweet alternatives Another key development is the growing popularity of sweeteners as replacements for sugar, which allows consumers to indulge in their favorite desserts without the guilt or the calories. Substitutes vary from the artificial options such as sucralose or aspartame to the synthetically made ones like xylitol and sorbitol. And then there are the plant-derived ones which include monk fruit, chicory root and stevia. Critics have raised concerns that the man-made varieties have yet to be vetted by long-term scientific data. As a result, cautious consumers have been turning to the most natural alternatives.

New snacks continue to appear daily. From savory to sweet options and sometimes both combined, these offerings balance pleasure and nutrition.

The functional snack phenomenon One area where sugar substitutes matter is the snacking industry. Since the 1980s and the rise of advertising on TV, snacks have been viewed as the pinnacle of consumerism. Millions began snacking daily, especially kids, and generally speaking, the richer, creamier and tastier the snack, the better.

Fast forward 40 years, however, and it is now accepted that many products aimed at children were harmful to their health and growth. And the snacks for adults were no better; packed with processed sugar and salt, they were recognized as contributing to obesity and diabetes, among other conditions. So while some emblematic chocolate bars remain firmly on supermarket shelves, snack manufacturers began making amends and offering healthier options, in a bid to

help consumers forget about their past creations. These included nuts, fruits, seeds, cereals and plant-based sugars.

However, many seemed lackluster compared to the unhealthy ones. Only in the past 10 years have these snacks finally found their fit.

From niche to must-have Today, energy bars and snacks with nutritional benefits have secured new and varied fanbases. From athletes looking for an energy boost to students seeking 'super study' bars with dark chocolate or bananas and sugar addicts trying to cut down on junk food, a range of consumers now regard these products as essential purchases. At the same time, brands producing biscuits - still the most popular snacking options for kids - are cutting down on sugar. They are also adding functional ingredients such as fiber and protein to their mix. New snacks continue to appear daily. From savory to sweet options and sometimes both combined, these offerings balance pleasure and nutrition. As a result, everyone can find their go-to fix without sacrificing taste or enjoyment.

Diverse inspiration Asia is viewed as the most dynamic market, with customers opting for Western-style snacks and local delicacies in equal measure. This healthy trend is also evident across drink and dairy snack categories. Hundreds of new beverages have appeared on our shelves offering health benefits. Some come with sugar substitutes and others with natural ingredients, such as smoothies and kombucha. Bars have introduced functional mocktails on their menus. Even water has joined the trend, with brands introducing flavors and fizz to make it more appealing.

Experimental flavors To fuel consumers’ ever-evolving healthy habits, the industry is constantly looking for novelty. While seaweed has been a vegetarian and vegan household favorite for some time, social media and cooking shows are now taking it mainstream.

Sea moss and duckweed, for instance, are being praised for their antioxidants, nutrient content and sustainable qualities. We are also seeing the launch of more experimental products, such as sea moss mango juice and gummies, and seaweed ketchup and salsas.

Fermented food and drinks are on the rise as well. New flavors and bold tastes can also be found in ethnic and local cuisine. Spices are gaining popularity in Western kitchens thanks to their zerocalorie and health benefits. And we’re seeing cooks drawing their inspiration from Chinese, Indian and Middle Eastern recipes to spice up their meal routines.

Accessibility is key Despite having so many options and recipes at hand, many people still find keeping their diet in check a challenge.

Global obesity remains on the rise. For some, the challenge is psychological.

The temptation to indulge in junk and fatty food is all around us, with delivery just a click away. However, for others it’s a matter of cost. Prices have continued to rise, putting fresh and healthy produce out of reach for many households. So the challenge for the industry is to make healthy options more accessible, both financially and logistically. hodema.net

NOV 2025-JAN 2026 | HOSPITALITY NEWS ME

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PRODUCT ZONE

3

BEVERAGE

FROM GRAPE TO GLOBAL STAGE:

EXPERTS UNCORK LEBANON’S WINE INDUSTRY

With high-altitude vineyards, limestone-rich soils and a Mediterranean climate, Lebanon has long possessed the natural advantages for winemaking. Building on these strengths and a rich viticultural heritage, local producers have steadily elevated their wines over the years, rewarded with international acclaim and prestigious awards. Three experts share their thoughts on everything industry-related, from tapping into global recognition to changing consumer demands.

Evolving flavor preferences

YANNICK CHALOYARD Restaurant operation & development brût by Youssef Akiki youssefakiki.com/brut brut.byyoussefakiki

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Traditionally, simple whites and full-bodied reds were the go-to options for wine in Lebanon. However, I believe our guests are now looking for more refined flavors.

We’re seeing people gravitate toward whites with floral aromatics, green fruit and citrus notes, for example. Easy to enjoy as an aperitif or with a seafood platter, these wines are proving popular among younger customers. When it comes to reds, we are known in Lebanon for our love of strong, full-flavored wine. Think wood, tobacco, leather, meaty notes, ripe fruit and jammy flavors, for example, to accompany a nice piece of meat.

Single-grape success Even though most wines are blended, I’ve noticed guests are seeking single-grapevariety wines. While requests are often for international varieties, interestingly, Lebanese grapes like Obeideh and Merwah are also proving popular. These are harder to produce when not blended, but some small wineries have made a great job of it.

Additionally, oak-aged wines are in growing demand, especially whites. They deliver pleasant creamy, vanilla and nutty tones and, importantly, are a more affordable option to Burgundy.

The big wineries are firmly established with a significant following. However, small boutique wineries are also growing in popularity due to the rising number of people keen to discover new wines.

From volume to excellence Originally, Lebanese wine was produced mainly for local consumption. I discovered it around 30 years ago through one of the country’s most iconic châteaux, which at that time was the only Lebanese label available internationally. Today, it is truly gratifying to witness how far the industry has come. The number of Lebanese wines gaining recognition and winning prestigious awards on the global stage is on the rise.

This remarkable progress reflects the dedication of both boutique wineries and established producers who have shifted their focus from volume to excellence.

By emphasizing quality, exploring the country’s diverse terroirs, carefully selecting grape varieties and adopting innovative winemaking techniques, they have elevated Lebanese wine to new heights.

Natural advantages Lebanese wine stands out in the international market thanks to its exceptional terroir, shaped by three defining characteristics. The country enjoys a classic Mediterranean climate with four distinct seasons and over 250 days of sunshine annually. Consistent exposure to the sun plays a crucial role in grape ripening and flavor development.

SALIM HELEIWA Director of retail The Malt Gallery themaltgallery.com themaltgallery

Additionally, Lebanese vineyards are planted in soils with unusually high limestone content (7.5 percent), significantly above the global average of 1.5 percent. This concentration imparts freshness, minerality and a distinctive elegance to Lebanese wine.

Altitude is another key factor. The majority of vineyards are located at an average altitude of 900 meters, ranging from 600 meters to over 2,000 meters above sea level, making them the highest vineyards in the Northern Hemisphere. This elevation provides cooler nights and slower ripening, resulting in greater aromatic complexity and natural acidity.

Changing consumer tastes For many years, international consumers have favored heavily oaked, full-bodied wines with strong extraction. However,

Ideal conditions Lebanese wines stand out for their exceptional character, deeply influenced by the country’s diverse terroir and distinctive Mediterranean climate. Most vineyards are planted at high altitudes, often surrounded by majestic mountain ranges that create ideal conditions. The contrast between hot, sunny days and cool, breezy nights allows grapes to develop perfect balance, harmonizing sugar levels, acidity and phenolic ripeness. This natural equilibrium results in wines that are elegant, expressive and full of depth.

MAKRAM SALHA Co-founder Hooch Boutique & Drinkery abv.sarl maksalha

Beyond climate, Lebanon’s ancient winemaking heritage adds another layer of uniqueness. Indigenous grape varieties, some dating back thousands of years, impart distinctive aromas and flavors that cannot be replicated elsewhere. Combined with modern techniques and the passion of local producers, these qualities have elevated Lebanese wine to international acclaim.

Storytelling in a bottle There is a growing global trend among enthusiasts toward exploring indigenous grape varieties, with consumers seeking authenticity and a deeper connection to origin. In Lebanon, this movement has inspired winemakers to experiment

recent trends show a clear shift, especially among younger consumers, toward lighterbodied wines with lower alcohol levels and fruity, fresh profiles over oak-driven styles.

This evolution in taste presents an opportunity for Lebanese winemakers to embrace a more contemporary, consumerdriven approach. It is unfortunate that despite its unique attributes, Lebanese wine is still underrepresented in the global market. Mostly, it tends to be found in Middle Eastern restaurants or areas with large Lebanese diaspora populations, with the exception of more established markets like the UK and Scandinavia.

A rich viticultural heritage Several international trends are reshaping the industry. Natural wines, produced with no chemical additives and fermented with indigenous yeasts, are driving a significant movement, especially in European markets.

Additionally, demand for alcohol-free wines is growing rapidly among health-conscious consumers. We are also seeing consumers increasingly drawn to indigenous grape varieties, like Obeideh and Merwah, as more producers focus on crafting wines that reflect Lebanon’s rich viticultural heritage.

extensively with native grapes, both through mono-cépage wines crafted from a single variety and through creative blends that combine Lebanese indigenous grapes with renowned international varieties.

This innovative approach not only highlights the versatility and character of local grapes but also introduces unique flavor profiles that reflect Lebanon’s rich terroir. Moreover, these wines allow producers to share powerful stories of culture, history and craftsmanship, turning each bottle into a narrative experience.

Sustainability shaping the future Sustainability has become one of the most influential trends shaping today’s industry. Producers and consumers alike are increasingly embracing eco-conscious practices, from organic and biodynamic viticulture to environmentally friendly packaging. This shift reflects a broader cultural change, as enthusiasts adopt a ‘drink less, but drink better’ philosophy.

Winemakers are also moving away from excessive use of new oak barrels to allow the true character of the grapes and terroir to shine through. The result is a growing preference for lighter, fresher and more elegant styles with softer tannins and vibrant acidity.

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PRODUCT ZONE

NEW PRODUCTS

ON THE MARKET A round-up of what’s new and causing a buzz on the region’s hospitality scene.

JW ANDERSON X WEDGWOOD LIMITED EDITION

THE PALM TREE (NAKHLA)

BY STUDIO NADA DEBS

NATURAL QUARTZ BY ANTOLINI®

This limited-edition collection includes teacups, coffee cups and saucers that realize Lucie Rie’s unproduced 1964 Wedgwood designs and mugs inspired by 5th-century Greek forms from Jonathan Anderson’s collection.

JW ANDERSON AND WEDGWOOD jwanderson.com/en-lb

A new design from Studio Nada Debs celebrates the palm tree (Nakhla) and its symbolic role in Palestinian embroidery.

Handcrafted, the new motif appears on patterned surfaces for pieces in the Nada Debs collection.

STUDIO NADA DEBS nadadebs.com

Merging exceptional mineral quality with a rare luminosity, Antolini® Natural Quartz is a high-density natural stone designed for cladding applications. Available in a wide range of hues and finishes.

ANTOLINI antolini.com/en/natural-stones/naturalquartz

BARISTA ESPRESSO LAUNCHES ICED COFFEE

NEXT GENERATION PHILIPS MEDIASUITE TVS

Barista Espresso has brought a new iced coffee to the market. A ready-to-drink blend of premium coffee and fresh milk, it is now available in shops and online across Lebanon.

BARISTA corporate.barista-espresso.com/About

PPDS has unveiled the next generation of Philips MediaSuite TVs. Launching in 2026, the new 6000 and 7000 Series will deliver enhanced guest experiences and greater operational efficiency for hoteliers.

PHILIPS ppds.com

FRANKE A LINE COFFEE SYSTEMS Franke’s new A Line A600 and A800 cutting edge coffee systems deliver premium coffee consistency, personalization and lower operating costs, alongside lower environmental impact.

FRANKE COFFEE SYSTEMS aline.franke.coffee/ch/en/home.html

CHTOURA GARDEN CHICKPEA DIP Made from high quality chickpeas, Chtoura Garden Chickpea Dip is creamy, rich in taste and has the benefit of no added colorants. Available in a convenient jar, it makes an ideal pairing for Lebanese bread, chips, crackers and other snacking options. Choose from the plain option or other varieties with chili, cumin, basil or garlic.

ALFA INTERFOOD alfainterfood.com

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MYTHOS GRINDER Crafted for coffee professionals, the Mythos grinder family embodies precision, control and Italian design. It ensures flawless consistency, effortless maintenance and zero waste, redefining the grinding process.

VICTORIA ARDUINO victoriaarduino.com/en/

EAGLE TEMPO Compact yet powerful, Eagle Tempo is the ideal coffee machine solution for cafes demanding efficiency, performance and timeless Italian design. It delivers precision, speed and sustainability, reducing energy use while ensuring consistent quality.

VICTORIA ARDUINO victoriaarduino.com/en/

CHOCOMANIA

RUBERRY CAKE If you’re looking for inspired ideas to elevate a display of sweet treats, then it could be time to think pink. In this recipe, the experts at Callebaut Chocolate Academy share a tempting, fruity creation that will definitely add a touch of color to teatime.

For the banana and lemon madeleine Ingredients 365 g whole egg 190 g invert sugar 350 g flour T45 175 g icing sugar 5 g salt 15 g baking powder 4 g fresh lemon zest 122 g Capfruit banana puree 290 g butter, melted Preparation Combine all the ingredients in a mixer.

Add the melted butter.

Bake at 150°C for 15 minutes - 1200 g per tray.

For the raspberry jelly Ingredients 30 g sugar 3 g pectin NH 150 g Capfruit raspberry puree 1.5 g gelatin 200 Bloom 200 g Capfruit frozen raspberries 9 g water Preparation Combine the sugar and pectin.

Add the mix to the raspberry puree and warm up.

Add the frozen raspberries and boil for 2 minutes.

Add the gelatin mass, allowing for 20 g per cake.

For the ruby mousse Ingredients 625 g Callebaut Ruby Chocolate RB2 900 g cream [35%] 2 g Power Flowers (Discovery Box) Preparation Whip the cream until it’s semi-soft, then vigorously fold a third of it into the chocolate with a whisk. Finish by folding in the rest of the cream with a spatula. Melt the chocolate to 50°C with the Power FlowerTM.

For the ruby cremeux Ingredients 165 g cream [35%] 200 g Capfruit raspberry puree 20 g lime 20 g glucose 130 g egg yolks 30 g sugar 15 g butter 300 g Callebaut Ruby Chocolate RB2 Preparation Place all the ingredients in a saucepan and heat to 85°C. Add the gelatin mass. Pour over the chocolate and emulsify, allowing 30 g per cake.

Ruby glaze Ingredients 300 g sugar 300 g glucose 150 g water 20 g gelatin 200 Bloom 200 g sweetened condensed milk 250 g Callebaut Ruby Chocolate 3 g Power Flowers (Discovery Box) Preparation Bring the sugar, glucose and water to a boil.

Combine the water and gelatin powder to create the gelatin mass.

Add the condensed milk and the gelatin mass.

Rest overnight and use at 32°C. Add the chocolate and the Power FlowerTM and emulsify.

To decorate Finish with QS Mona Lisa® Crispearls EMF Middle East t. +961 9 938732 | info@emf-me.com www.emf-me.com NOV 2025-JAN 2026 | HOSPITALITY NEWS ME

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ST U DY I N L E BA NON Located in the 5-star hotel Burj On Bay overlooking the Jounieh Bay and offers acclaimed culinary programmes in cuisine and pâtisserie.

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