A coastal world shaped by salt, light, and effortless belonging
26 NAVIGATING THE SUMMER SLOWDOWN
Every year, as the heat rises in the UAE, cafés across the country brace for a familiar challenge
74 SWEET SUCCESS
Nicole Mrad didn’t plan to launch an empire from her kitchen counter
80 MIDDLE EAST TOURISM AND HOSPITALITY GO IMMERSIVE
The Middle East’s travel and hospitality sector is undergoing a digital transformation
82 FOR THE FUTURE OF HOTEL REVENUE MANAGEMENT LOOK TO AIRLINES
Why Awareness is Your Best Line of Defence
84 5 F&B TRENDS SHAKING UP HOSPITALITY THIS SUMMER
The hospitality industry in the UAE is flourishing
86 FROM MASTERCHEF TO DUBAI
Chef Karishma Sakhrani is carving out a space in Dubai’s dynamic dining scene
INSIDE THE SANCTUARY
Banyan Tree Spa has become synonymous with mindful, intentional wellness across the globe
MIORI BY THE SEA
Wissam Younane wissam@bncpublishing.net
Contact subscriptions@bncpublishing.net to receive Hotel & Catering every issue CEO
MANAGING DIRECTOR
Rabih Najm rabih@bncpublishing.net
EDITOR-IN-CHIEF
Seymone L Moodley seymone@bncpublishing.net
COMMERCIAL MANAGER
Alex Brown alex@bncpublishing.net
MARKETING & COMMUNICATION LEAD
Aaron Joshua Sinamban aj@bncpublishing.net
DIGITAL EDITORIAL SUPPORT
Karan Moodley karan@bncpublishing.net
PHOTOGRAPHY
Joel Amparo
MULTIMEDIA
Eduardo Buenagua
CREATIVE LEAD
Christian Harb chriss@bncpublishing.net
Images used in Hotel & Catering are credited when necessary. Attributed use of copyrighted images with permission.
SUBSCRIBE
PO Box 502511 Dubai, United Arab Emirates P +971 4 4200 506 | F +971 4 4200 196
For all commercial enquiries related to Hotel & Catering News ME, contact sales@bncpublishing.net
All rights reserved 2025. Opinions expressed are solely those of the contributors. Hotel & Catering is officially licensed exclusively to BNC Publishing in the MENA region. No part of this magazine may be reproduced or transmitted in any form or by any means without written permission of the publisher.
Printed by United Printing and Publishing | upp.ae
In addition to our print edition, we’re bringing you all sorts of industry news on our web mediums. We’re looking forward to interacting with our readers on all of our social media and web platforms. See you on the web!
Hotel and Catering News ME
HotelCateringME
Hotel & Catering News Middle East
hotelcateringme
Contributors
Hospitality Voices This Month
MATT TOOGOOD CEO of RAW Coffee Company,
“We’ve learned to stop treating this as a setback, and instead see it as a seasonal shift that requires a different kind of strategy.”
“Our Asian heritage is the foundation of everything we do.”
“The eye takes the first bite, but the flavour makes you come back for seconds.”
SAMUEL HUBER, CEO of MENA and Global President of Enterprise at Napster Corp.
“The visitor journey now begins long before a flight is booked.”
NICOLE MRAD, Founder, Cup N Cakes Dubai
NATTHIDA KLANGMONTRI, Director, Banyan Tree Spa
SUITE TREAT
Step into a world of opulence when you book a Suite at Raffles Doha.
Experience the added luxury of QAR 750 credit to spend on dining in the hotel, and QAR 500 towards any Spa treatment.
Children aged 12 and below are welcome to indulge in the enchantment of complimentary dining.
Rates starting from QAR 3,500 per night
For reservations, please call +974 4030 7100 or email reservations.doha@raffles.com
Forty Leaders. One Industry.
This month is about influence. Our Hospitality Heavyweights 2025 feature brings together forty of the most powerful and respected names in the business, leaders whose decisions shape the industry, whose ideas set new benchmarks and whose presence commands attention. It’s not just a roll call of success; it’s a look at the people redefining what hospitality means in the Middle East today.
These are the visionaries who build brands that last, who balance growth with purpose and who inspire teams to deliver at the highest level. Their influence is felt in boardrooms, in kitchens and in the way guests experience a stay, a meal, or a moment. Recognising them isn’t just about celebrating individual achievements; it’s about charting the direction of the industry itself.
Alongside this landmark feature, we take you to the turquoise waters of Göcek for the launch of Miori by the Sea. More than a beautiful location, it’s an example of how place, design and culinary craft can come together to create something truly distinctive. From the details in the menu to the thought in every guest touchpoint, it’s a concept that understands the art of experience.
This issue also features conversations with industry figures who are pushing boundaries in their own ways, from chefs who balance heritage and innovation, to general managers guiding properties through transformation, to entrepreneurs carving out space in competitive markets. Their stories show that influence isn’t always loud or flashy; sometimes it’s the consistent, deliberate work done over years that leaves the most lasting mark.
The hospitality sector in our region is growing fast, but growth alone doesn’t guarantee impact. The people and projects we highlight this month share a commitment to authenticity, quality, and vision, values that will carry them far beyond the next season or trend.
Here’s to the heavyweights, the innovators, and the teams behind them, shaping not just the now, but the next.
SEYMONE L MOODLEY EDITOR-IN-CHIEF seymone@bncpublishing.net
Seymone Leigh Moodley
seymonemoodley
Endless Summer at Vida
This summer, Vida is serving good times and great escapes with an exclusive UAE Residents Offer. Dive into skyline pools, soak up the sun, and treat your tastebuds at our buzzing dining spots. And we’re making it a family affair – kids stay for free! Whether you’re in for a quick weekend breather or a full-on staycation, Vida’s got the summer energy you’re craving.
Up to 35% off stays, complimentary breakfast, early check-in and late check-out*, and up to 20% off spa. Kids stay and dine free with adult meal plans.
Book and stay until 30 September 2025
*Terms & Conditions apply
See you at Vida!
HR HOTEL FZ LLC SIGNS SUITE OF AGREEMENTS WITH HARD ROCK INTERNATIONAL TO BRING HARD ROCK HOTEL & RESIDENCES TO RAS AL KHAIMAH
HR Hotel FZ LLC, a joint venture company between Malta-based db Group and RAK Hospitality Holding (RAKHH), is bringing Hard Rock Hotel & Residences Ras Al Khaimah to the United Arab Emirates (UAE). This branded mixed-use development project is slated to open in 2028.
Its prime location on the Arabian Gulf in Ras Al Khaimah’s Beach District, adjacent to Al Marjan Island, will offer approximately 300 rooms, 395 branded residences and is set to create roughly 500 permanent job opportunities. The premier hotel will have restaurants featuring diverse cuisines and waterfront dining, a rooftop bar, conference space, event venue, beach club, swimming pools, spa and fitness centre.
ARADA AWARDS AED678 MILLION CONSTRUCTION CONTRACT FOR ARMANI BEACH RESIDENCES AT PALM JUMEIRAH TO CHINA RAILWAY GROUP SUBSIDIARY
Arada has awarded the main construction contract for the ultra-luxury Armani Beach Residences at Palm Jumeirah to a subsidiary of global construction giant China Railway Group Ltd (CREC). Valued at AED678 million, the contract will result in the development of the landmark project by the end of 2027.
TAKAHISA OPENS EXCLUSIVE FACILITY AT TOKYO’S TOYOSU MARKET
TakaHisa, the award-winning fine dining group known for offering the highest quality Japanese cuisine in Dubai, proudly announces the opening of its own processing and procurement facility within Toyosu Market in Tokyo, the world’s largest wholesale seafood market.
After much anticipation, 3Fils, Dubai’s beloved modern Asian restaurant and one of the most awarded homegrown concepts in the region, has officially opened its doors at The Abu Dhabi EDITION hotel, bringing its distinctive culinary identity to the capital in a setting unlike any other.
THE WAIT IS OVER, 3FILS OFFICIALLY OPENS IN ABU DHABI
DELIVERECT PARTNERS WITH PAYMOB TO ENHANCE PAYMENT SOLUTIONS FOR MIDDLE EAST RESTAURANTS AND CONSUMERS
Deliverect, a global ecosystem of on and offpremise solutions that empowers restaurants and retailers to sell anywhere and deliver everywhere, has partnered with Paymob, MENA’s leading financial services enabler.
This collaboration sees Paymob listed on Deliverect Pay, enabling all restaurants in the Middle East to accept and process transactions seamlessly.
RADISSON HOTEL GROUP STRENGTHENS DEVELOPMENT IN THE MIDDLE EAST WITH STRATEGIC TEAM EXPANSION
Radisson Hotel Group has promoted Elie Milky to Chief Development Officer for the Middle East, Cyprus and Greece, reinforcing its commitment to double the wider regional portfolio to over 150 hotels and 50,000 keys in operation and under development by 2030.
Milky, who marked 15 years with the company last month, has steered many of the Group’s headline deals across Saudi Arabia and the wider Gulf, helping make the Middle East one of Radisson’s fastestgrowing markets.
GLOBAL HOTEL ALLIANCE STRENGTHENS ITS LEADERSHIP TEAM WITH THREE SENIOR APPOINTMENTS
UAE-headquartered Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has announced three appointments to strengthen its leadership team, all held by accomplished female executives.
Katharina Dein has been promoted to Vice President Commercial, Jelena Kezika becomes Vice President Strategy, and Andrea Krenn takes on the new Senior Vice President Communications role.
ACCOR APPOINTS RAKI PHILLIPS AS REGIONAL PRESIDENT FOR PREMIUM, MIDSCALE & ECONOMY DIVISION FOR MIDDLE EAST, AFRICA & TURKIYE
Accor has announced the appointment of Raki Phillips as Regional President for the Premium, Midscale & Economy (PME) division across the Middle East, Africa & Türkiye, effective November 2025. He succeeds Paul Stevens in leading one of Accor’s most strategically important regions.
Phillips will oversee hotel operations performance across a network of over 250 hotels in 27 countries, and a robust pipeline of over 85 openings further anchoring Accor’s presence across the region. He will report to Duncan O’Rourke, Chief Executive Officer of Accor’s Premium, Midscale & Economy division in the Middle East, Africa and Asia Pacific.
by the Sea MIORI
A coastal world shaped by salt, light, and effortless belonging
BY SEYMONE L. MOODEY
There are places that ask for your attention, and then there are places like MIORI by the Sea, where nature does all the talking.
This new coastal destination redefines what it means to escape. From the moment you arrive by boat, which is the only way to reach it, everything changes. The water is crystal clear. The colours shift from pale turquoise to deep sapphire. The pace slows. And the world fades behind you.
Set within the quiet elegance of Bedri Rahmi Bay, MIORI by the Sea is a new opening, a benchmark. A place that honours its surroundings without overpowering them. A new chapter for coastal hospitality in Türkiye.
The view alone is enough to stop you mid-sentence. Pine-covered hills rise behind you. The bay stretches wide ahead. And in between, a destination that feels perfectly placed.
MIORI doesn’t interrupt the landscape. It blends into it. Light wood, natural stone, crisp white linens. Nothing imposed. Nothing unnecessary. Just design that lets the sea do the talking.
There’s no grand entrance. No gates. Just a soft landing.
A welcome that comes not through words but feeling.
The journey doesn’t start at MIORI. It starts at XO Cape Arnna.
Set on the Aegean coast in Sarigerme, this flagship resort sprawls across over 100,000 square metres of smart Mediterranean design. It's clean, contemporary, and intentional, a space that never overwhelms, yet constantly impresses. Thoughtful texture, refined tones and spaces that allow you to exhale.
THE DESIGN OF MIORI BLENDS INTO ITS SURROUNDINGS. IT’S INTENTIONAL WITHOUT BEING OVERLY ARCHITECTURAL.
Guests staying in The Club, XO Cape Arnna’s adults-only section, will find a careful balance of polished service and laid-back ease. The team are attentive, sincere, and engaging, striking the right tone between professionalism and warmth.
The overall atmosphere at XO Cape Arnna feels finely tuned. Everything flows smoothly and intuitively, from the design of the rooms to the rhythm of the poolside experience.
The transfer from XO Cape Arnna to MIORI wasn’t just scenic, it was symbolic. There’s no road access to MIORI. You arrive by sea, as if slipping into a secret only those with access know about.
And then it appears. Folded quietly into the protected cove of Bedri Rahmi Bay.
There’s no neon signage. No manicured photo wall. What you get instead is soft, natural wood, the sound of water against the deck, and a layout that lets the coastline speak for itself. The design of MIORI blends into its surroundings. It’s intentional without being overly architectural. Its design is rooted in the elements: warm wood, sun-washed stone, soft linen, and an architectural rhythm that mirrors the flow of the sea. The layout breathes. Every corner is shaped by light, view and purpose. From the sea deck to the walkways, every detail is intentional and yet, nothing feels staged.
The mood is calm but confident. This is not about extravagance. This is about elegance without excess. Everything that needs to be there, is. Nothing more. Nothing less.
Bedri Rahmi Bay has always been a special place, a painter’s dream, a sailor’s escape, a hidden cove where time stretches. And now, with the arrival of MIORI, it has something it never had before: a destination that amplifies its beauty while protecting its soul.
Here, days unfold in layers, gentle and generous. Guests move not by schedule, but by instinct. There are no hard lines. Just moments that ease into each other. A soft breakfast leads to a long swim. A shaded lunch becomes an afternoon on the deck. A cocktail turns into dinner. Then music. Then stars.
“A soft breakfast leads to a long swim. A shaded lunch becomes an afternoon on the deck. A cocktail turns into dinner. Then
The property is home to six distinctive culinary concepts, each designed to honour a different part of the coastal experience. But they are not separate worlds, they are chapters of the same story.
The property is home to six distinctive culinary concepts, each designed to honour a different part of the coastal experience. But they are not separate worlds; they are chapters of the same story. From The KITCHEN’s seamless shift from daytime ease to hidden speakeasy, to the coastal Italian energy of Isabel’s, the precise omakase storytelling at OKO, the artisanal calm of the BAKERY, and the new launch of Riva Lounge, MIORI’s culinary world is cohesive, soulful, and confident.
THE KITCHEN is where it all begins. In the morning, it’s calm and bright Turkish breakfasts are served with warm bread, fresh herbs, honeycombs and sun-soft tomatoes. As the day progresses, the space evolves. By night, a hidden speakeasy behind its walls reveals itself to be intimate, moody, and magnetic.
THE BAKERY is where morning rituals take root. Croissants warm from the oven. Perfect espresso. Light conversation.
ISABEL’S brings the Mediterranean to Göcek in a way that feels completely in place. The Italian spirit is alive in the details: hand-rolled pastas, olive oil that glows golden in the light, seafood that tastes like it was caught just hours before.
OKO, the Japanese omakase concept, is a quiet standout. A three-act dining experience that speaks through simplicity. There’s reverence in every plate, balance, technique and story.
RIVA LOUNGE, now open for the first time in Türkiye, brings elevated energy to the MIORI experience. Its shoreline setting, international cocktail program, and sunset soundtrack make it an anchor for evenings that ease into night.
The July 4th launch was elegant and smooth. The entertainment, Solange, SinCasa, and Yakuza was carefully curated to support the atmosphere, drinks were flowing (Don Julio 1942, 71 Gin, XO Cape Arnna wines). The guest list included Francesco Missoni, Ralph Lauren Middle East Managing Director Yassine Sibari, globally renowned entrepreneur Nicolas Brochet, Meta Facebook executive Ahmad Shehada and many others of similar stature. A legacy crowd. Global reach. Regional respect. People who see hospitality as more than a transaction. Everyone looked relaxed, comfortable and present.
To understand why MIORI feels so considered, you need to look at the person behind it. Yigit Sezgin, Founder & Managing Partner of Clé & Partners, isn’t new to hospitality, he’s helped shape it. With over three decades of global
experience across the luxury and lifestyle space, Sezgin’s resume includes senior leadership roles at Raffles, Fairmont, SLS, Banyan Tree, Regent, Missoni, and Ritz-Carlton, as well as Bilgili Holding. Previously Global Chief of Brand & Commercial at Fairmont and later CCO of Accor Group, he led global portfolios across 40+ countries, establishing brand platforms, lifestyle frameworks, and strategic growth models. He also served as CEO of Bilgili Holding, managing partnerships with Aman, Peninsula, W Hotels, Soho House and others.
When I think back on that weekend from XO Cape Arnna’s slow mornings to MIORI’s candlelit evenings, what I remember most is the rhythm. Nothing felt rushed. Nothing screamed for attention. And yet, everything hit exactly the right note.
This is a rare thing in hospitality: a brand that knows who it’s for, speaks to them clearly, and delivers without overpromising. It isn’t about theatrics. It’s about trust.
MIORI invites you into something that’s already been built with care. It gives you room to breathe, space to connect and a reason to return.
Good food, good mood and a destination that makes you want to keep coming back.
MIORI BY THE SEA
NAVIGATING THE SUMMER SLOWDOWN
BY MATT TOOGOOD, CEO OF RAW COFFEE COMPANY
Every year, as the heat rises in the UAE, cafés across the country brace for a familiar challenge. The combination of extreme temperatures, shifting consumer habits, and seasonal travel patterns creates what many in the F&B world have come to call the “summer slump.” But over the years at RAW, we’ve learned to stop treating this as a setback and instead see it as a seasonal shift that requires a different kind of strategy.
Summer Footfall Slump
There’s no denying that footfall drops dramatically in the summer. Fewer people are out and about, especially during the peak heat hours, and even our most loyal regulars tend to reduce their in-store visits. Rather than hoping for a miracle spike in traffic, we plan for this drop in advance.
This means evaluating our weekly forecasts more critically and adjusting operations accordingly. We don’t view it as downsizing; we view it as realignment. Smart forecasting allows us to stay efficient without compromising on guest experience. If your café is quieter on weekday afternoons, consider condensed hours or rotating staff shifts to reduce burnout and optimise costs.
Customer Travel Trends
One of the biggest patterns we see in summer is the departure of core customer groups with residents travelling abroad for extended breaks or school holidays. It’s easy to focus on the customers who aren’t here, but we’ve learned it’s far more productive to refocus on who is.
In the summer, our audience shifts to include office-goers staying local, digital nomads, and tourists. We adapt by:
> Enhancing our business lunch offerings to be quick, fresh and appealing for dinein or takeaway
TOOGOOD, CEO of RAW Coffee Company
MATT
> Revisiting our delivery strategy to make sure it’s seamless and reliable
> Creating small campaigns that speak directly to those still here, rather than relying on our usual marketing rhythm
Smart Operational Tweaks
Running a café during a UAE summer without strategic adjustments can be expensive. Cooling costs spike, labour needs fluctuate and inventory spoilage becomes a real concern. This is where smart tweaks make a big difference.
> We schedule a full AC check before the heat peaks, clean filters, gas refills, the works
> Staff are cross-trained to take on multiple roles, allowing for more flexible scheduling
> Opening hours are adjusted based on realtime trends rather than static assumptions
> Procurement is tightened to reduce waste, especially with temperature-sensitive stock
These are not dramatic changes, but cumulatively, they keep operations lean and responsive.
Menu Adaptations
Our summer menu is not just about lighter dishes, it’s about building a more delivery-friendly, seasonconscious offering. Cold brews and iced drinks become the stars.
We’ve also started testing small-batch, limitededition summer drinks and desserts. These not only keep our loyal customers curious and engaged, but they also help us gather valuable feedback for potential year-round additions.
Digital Engagement
When footfall drops, your online presence has to do the heavy lifting. That’s when we double down on brand storytelling, loyalty programs, and community-building efforts.
> We spotlight the team, our sourcing stories, and behind-the-scenes moments that customers don’t always get to see
> Our loyalty programme gets a summer refresh with bonus incentives for online orders or repeat visits
> Collaborations with local brands help us reach new audiences and add value to our summer offerings
We treat our digital channels like an extension of the café experience - personal, intentional and consistent.
Q4 Readiness
Perhaps the most overlooked opportunity during summer is the chance to prepare for the busier months ahead. At RAW, this is when we regroup. Our team spends time on training, system improvements and creative planning for Q4.
We revisit our calendar, review what worked last year, and map out everything from product launches to promotional campaigns. Summer gives us the breathing room we don’t often get in Q1 or Q4, and we make the most of it.
The summer slump is real, but it doesn’t have to be destructive. With the right mindset, data-driven planning, and a willingness to adapt, it becomes a season of refinement, not retreat. At RAW, we’ve learned to stop fearing the heat and start planning around it. And in doing so, we’ve built resilience that carries us well beyond the summer months.
the Room, the Region and the Future COMMANDING
TOP 40 HOSPITALITY HEAVYWEIGHTS 2025
In an era where resilience is currency and innovation the battleground, these 40 individuals didn’t just survive the eps and flows, they led them. From orchestrating bold expansions to redefining luxury and reimagining service, the 2025 Top 40 are the industry’s sharpest strategists, boldest thinkers and most reliable anchors. This feature is about impact. Influence. And the kind of leadership that makes you stop, watch and take notes.
Whether behind the boardroom doors or on the floor shaking hands and shifting culture, these are the names setting the tone for hospitality in the region and beyond. No gloves. No gimmicks. Just power plays, earned respect and the quiet confidence of those who know exactly what they’re doing.
ALAIN KHALIFE General Manager, JW Marriott Hotel Marina
Alain Khalife, General Manager of JW Marriott Hotel Marina, has delivered measurable results across every performance metric since taking over the property. With more than 30 years of international hospitality experience across the Middle East, Asia, North Africa, and the Caribbean, he has applied his operational expertise to drive both commercial growth and guest satisfaction in one of Dubai’s most competitive markets.
Under his leadership, Marriott Bonvoy Loyalty Member enrolment grew by 38%, surpassing the full-year 2024 target and exceeding the 2025 target by 6%. The hotel’s Intent to Recommend score rose by 10% year-on-year, placing it in the top 10 within the JW Marriott EMEA portfolio. Bonvoy Loyalty Satisfaction increased by 15%, now ranked 15th across 190 JW Marriott properties in the region.
Online reputation scores also improved significantly. The hotel’s TripAdvisor ranking climbed from #110 to #53, a 52% year-on-year increase. On Booking.com, the score reached 9.7 with a consistent public rating of 9.5, making it the highest-rated five-star city hotel in Dubai.
By June 2025, year-to-date Rooms Revenue was up 15% compared to the previous year and exceeded the budget by 2%. The hotel outperformed competitors with a 3% higher Market Penetration Index (MPI), 6% higher Average Rate Index (ARI), and 9% higher Revenue Generation Index (RGI). Premier Suite bookings increased by 16%, leading to a 23% rise in suite revenue year-on-year. Total hotel revenue grew by 7%, and Gross Operating Profit increased by 4%, despite external challenges in the region.
Employee engagement and retention have remained strong. The hotel recorded a 99% employee retention rate and a 95 employee Net Promoter Score (eNPS), with a diverse team representing 20 nationalities.
Khalife also led the fastest hotel conversion in Marriott International history, completing a brand reflagging in just 27 days. Under his direction, the property reactivated underutilised areas, including the launch of the JW Garden, which added a guest experience element tied to the property’s F&B offering. He also led a successful reengineering of menus, resulting in a 19% revenue increase at Harbour Sports Bar and a 7% increase at Griffin Lobby Lounge. A targeted influencer and media event, the Summer Solstice Festivity, helped boost brand visibility, with attendance from Condé Nast Traveller Middle East and other key media.
Khalife holds an MBA from Cornell University and continues to lead with a data-driven, people-focused approach aimed at long-term performance and operational excellence.
“Khalife
also led the fastest hotel conversion in Marriott International history, completing a brand reflagging in just 27 days.
ALEXANDER MUSCH
General Manager, Pullman Dubai
Downtown
Over the past four years, Alexander Musch has transformed Pullman Dubai Downtown into one of the city’s most commercially successful and culturally relevant hotels. Under his leadership, the property reached an RGI of 115.2 in 2024, consistently outperforming its comp set in GOP, ADR, and RevPAR. His leadership style is hands-on, peoplefirst and relentlessly results-driven.
Alexander was among the first General Managers in the region to implement a five-day workweek for operational teams, a bold move that challenged industry norms and improved work-life balance. This, combined with nearly 9,000 hours of training, a 93% internal promotion rate and 33% female representation in leadership, reflects a deep commitment to culture and talent development.
He has introduced future-focused initiatives, including cross-training, neurodiversity-focused internships and partnerships with Evolvin Women. The hotel’s internal Fast Track program has made Pullman a destination for career growth, with engagement scores rising from 9.4 in 2024 to 9.6 in 2025, clear signs of trust in leadership.
Alexander has also elevated Pullman’s F&B identity. Couqley French Brasserie is now one of Dubai’s top-performing French restaurants, ranking just behind rooms in revenue contribution. The launch of Romeo Lane, a fusion of Indian and Japanese influences, brought a fresh creative angle to the hotel’s dining offering, with two more concepts set to open in Q4.
His sustainability record is equally strong: a 30% reduction in food waste, the elimination of single-use plastics, the introduction of waste compac-
tors, and both Gold and Silver Dubai Sustainable Tourism Stamps. The hotel works closely with the Emirates Environmental Group and Dubai Municipality to push forward green operations.
Alexander brings an athlete’s discipline to leadership, he trains for Hyrox, competes in Ironman events and sets the pace for his team to continuously exceed expectations. In
recognition of his achievements, he was named “General Manager of the Year” in 2023 by Hotel & Catering Magazine. In 2022, his team earned “Best Hotel Team of the Year” from Hotel & Catering Magazine.
These accolades are not just milestones, they reflect a leadership style that combines strategic clarity, cultural impact and consistent execution.
Since taking the helm in 2022, Amal El Ansari has redefined culture, performance and purpose at Swissôtel Al Ghurair and Swissôtel Living Al Ghurair. With her OneTeamOneFamily ethos, she fostered a workplace anchored in belonging, diversity and growth, this is reflected
AMAL EL ANSARI
General Manager, Swissôtel Al Ghurair and Swissôtel Living Al Ghurair
in a 9.0 employee engagement score, 46% female leadership and a 93% average occupancy.
Her sustainability leadership has been both strategic and heartfelt. From rooftop produce and waste-to-compost initiatives to digital housekeeping tools and weekly team trainings, Amal has embedded sustainable thinking into every layer of operations. Under her guidance, the hotel earned Green Globe Certification twice and picked up major accolades, including Sustainable Hotel of the Year.
On the commercial front, she delivered +4.69% over GOP budget in 2024, drove a 140% flow-through, increased direct web contribution by 40% and grew ALL loyalty enrolment by 137%. Her sharp business acumen is matched by her ability to inspire, empower and connect with guests, teams and stakeholders alike.
A seasoned leader with nearly 30 years of experience and a Swiss MBA, Amal’s impact extends far beyond the hotel walls, championing community initiatives, women’s empowerment and people-first leadership that leaves a lasting legacy.
“Amir is not only operationally sharp; he brings a rare combination of commercial acumen, asset management expertise and brand strategy.
AMIR GOLBARG Senior Vice President for Minor Hotels in the Middle East, Africa
In a region where scale often dominates the narrative, Amir Golbarg has proven that meaningful growth is not just about adding keys, it’s about crafting a portfolio with precision, purpose and long-term value. As the Senior Vice President for Minor Hotels in the Middle East and Africa, Amir oversees one of the group’s most exciting regional stories: a rapidly growing, strategically positioned network of properties that now spans 38 operating hotels across 10 countries, with 20 more in development.
Since assuming leadership of the region in 2019, Amir has quietly but powerfully shifted Minor Hotels’ role in the Middle East and Africa from participant to pace-setter. Under his direction, the region has seen several firsts, each carrying weight beyond headlines. He led the launch of the NH Collection brand in the Middle East with a flagship property on Dubai’s iconic Palm Jumeirah, a move that brought the brand into one of the most competitive hospitality markets in the world. He followed that by debuting NH Hotels in Africa with a landmark opening in Johannesburg, a city known for its dynamic business and lifestyle travel segments.
At the ultra-luxury end, Amir’s commitment to curating distinctive, experience-led properties came to life in 2024 with the opening of Anantara Santorini Abu Dhabi Retreat, an exclusive 22-key sanctuary inspired by the Greek isles, but tailored for the discerning traveller of the UAE. It marked Minor Hotels’ ninth Anantara in the country, a statement of both scale and staying power. The same year also saw the group’s first steps into Ras Al Khaimah with Anantara Mina Al Arab Resort, further widening the brand’s national footprint.
Amir’s impact is also felt in Dubai, where the group is set to become the largest hotel operator on Palm West Beach, a highly competitive stretch of coastline home to some of the city’s most prominent lifestyle brands. The addition of Dukes The Palm Dubai Hotel underlines the group’s commitment to growing with relevance in key urban and resort locations.
Looking ahead, Amir is steering a regional development pipeline designed to strengthen Minor Hotels’ presence in emerging destinations while expanding its luxury credentials. Notable among the upcoming openings is the first-ever Anantara-branded tented safari camp in Zambia’s Kafue National Park, a new category of immersive travel for the brand and a first for the group. He’s also preparing for multiple hotel launches in Oman and Bahrain, each tailored to meet evolving regional demand while reinforcing the group’s identity as a luxury and lifestyle leader.
But Amir’s leadership extends far beyond keys and contracts. He brings with him nearly two decades of global
experience, having worked in senior leadership roles across Asia, the Middle East and Europe. Before joining Minor Hotels, Amir played an instrumental role in major repositioning projects, including the renovation of the iconic Raffles Singapore and the relaunch of the Ritz-Carlton Doha, projects that required deep cultural understanding, stakeholder management and visionary planning.
Amir is not only operationally sharp; he brings a rare combination of commercial acumen, asset management expertise and brand strategy. This multi-dimensional perspective has allowed him to build lasting value into every move whether expanding a brand’s footprint or identifying white space in a saturated market. His leadership style is grounded in clarity, trust and results, earning him respect not only within Minor Hotels but across the broader hospitality community in the region.
In his current role, Amir has proven adept at navigating complex markets, managing owner relationships and balancing aggressive growth with operational excellence. His understanding of regional nuances from cultural expectations to regulatory frameworks, has positioned Minor Hotels as a trusted partner for both travellers and stakeholders alike.
Amir Golbarg’s influence is not defined by volume but by vision. He is building more than a network of properties; he is shaping experiences, creating destinations and futureproofing a brand portfolio that continues to evolve with the region. Whether introducing new concepts or elevating established ones, his work is a case study in thoughtful expansion and strategic leadership.
In a region known for hospitality ambition, Amir Golbarg stands out not just for his achievements but for the consistency, integrity and intelligence with which he delivers them.
CEO, KRAIV Investments
Amro Bagedo is the founder of KRAIV and the culinary mind behind KOA Jeddah, which opened in 2021 and quickly positioned itself as one of the Kingdom’s most refined dining destinations. Located in Atelier La Vie, KOA delivers elevated seasonal cuisine and one of Saudi Arabia’s most elegant Afternoon Teas, combining fine-dining precision with a laidback, luxurious atmosphere.
Armed with a Master’s in strategy, marketing and innovation, Bagedo is focused on creating F&B brands that are built to last, combining quality, cultural relevance and strategic scalability. His broader mission is clear: to place Saudi Arabia firmly on the global culinary map.
Raised in the UK and shaped by London’s diverse and dynamic food scene, Bagedo brings an international perspective to local ambition. His portfolio under KRAIV already includes Myra, a French-inspired pâtisserie, and Hazal, a modern Levantine concept both tailored to the evolving tastes of today’s Saudi diners.
What makes Bagedo a true hospitality heavyweight is his ability to work across the full spectrum of dining, while holding every concept to international standards. With nine new brands slated to open across Jeddah, Riyadh and Dubai in the next 24 months and expansion plans for Myra already rolling out across the GCC, Bagedo is building more than restaurants; he’s building the future of Saudi dining.
“Armed with a Master’s in strategy, marketing and innovation, Bagedo is focused on creating F&B brands that are built to last, combining quality, cultural relevance and strategic scalability.
AMRO BAGEDO
With a hospitality career spanning 15 years, Asad Haroon has built a reputation for decisive leadership, operational rigour and an unwavering focus on people and planet. In 2024, he led the record-breaking rebranding of two landmark properties, The Heritage Hotel and Hotel Boulevard under Marriott’s Autograph Collection, completing one of the group’s fastest-ever onboardings in just three weeks.
The transition was not only seamless but also strategic, with no disruption to guest experience or team morale. In fact, guest satisfaction scores surged past Marriott’s benchmarks by 8% and employee retention increased by 18%, a testament to Asad’s people-first approach and talent development focus.
ASAD HAROON
General Manager, The Heritage Hotel Dubai & Hotel Boulevard Dubai
“The
F&B pivot boosted visibility, increased revenue and elevated the guest experience well beyond the ordinary.
Under his leadership, the properties have also doubled down on sustainability. Energy-saving initiatives, including smart meters, optimised HVAC systems and energy-efficient lighting reduced energy costs by 14%. Water conservation efforts such as low-flow fixtures and recycling systems cut consumption by 18%. These initiatives culminated in both hotels earning Green Key Certification, one of the world’s leading eco-labels.
At Hotel Boulevard, Asad redefined the culinary landscape by bringing in two internationally acclaimed concepts, TOTÓ Dubai and TATEL Restaurant Dubai, transforming the property into a magnet for Dubai’s dining crowd. The F&B pivot boosted visibility, increased revenue and elevated the guest experience well beyond the ordinary.
From sustainable innovation to high-impact F&B strategy, Asad Haroon’s leadership is proof that operational excellence and guest-centricity can go hand in hand. Strategic, sharp and always one step ahead, he exemplifies what it means to be a hospitality heavyweight.
BASEL TALAL
Managing Director KSA, Kuwait, and Levant, Radisson Hotel Group
With a career that began on the frontlines as a night manager in Aqaba in 1994, Basel Talal has built one of the most compelling growth stories in regional hospitality. Today, he leads Radisson Hotel Group’s operations and expansion across Saudi Arabia, Kuwait and the Levant, a region with more than 50 hotels open or in development.
Basel has been instrumental in crafting and executing a growth blueprint that will see the Group double its regional portfolio by 2030, creating approximately 3,500 direct jobs in the process. Under his leadership, Radisson has kept every project on brand and on schedule, including high-profile launches such as the Radisson Collection Residences Riyadh, Radisson Collection Residence Amman Abdoun and Radisson RED Amman Downtown, alongside two Park Inn properties in Madinah’s Islamic World District.
A key milestone under Basel’s leadership was the May 2025 MoU with the Saudi Tourism Authority, aligning Radisson’s footprint with the Kingdom’s goal of attracting 150 million visitors by 2030. The partnership includes collaborative Visit Saudi campaigns and further cements the brand’s long-term commitment to the region.
Basel is equally committed to local talent development. He champions ABJAD, a fast-track career programme designed to elevate supervisors to managers within 18 months. With this initiative, Radisson aims to achieve 42% Saudi employment and significantly increase female leadership beyond the current 16% by 2028.
From navigating hotels through the global financial crisis to opening Radisson’s Riyadh office, Basel Talal’s leadership blends commercial strategy with deep regional insight. His impact spans operational excellence, strategic partnerships and workforce transformation making him a true hospitality heavyweight.
9 – 11 September 2025
THE DEFINITIVE SHOWCASE FOR INTERIOR DESIGN IN SAUDI ARABIA
Explore the latest trends, meet global interior brands, and connect with the design community shaping the spaces of tomorrow.
REGISTER TO VISIT
CO-LOCATED WITH
ORGANIZED BY
CENK ÜNVERDI
Chief Operating Officer, Rixos Hotels & ALL Inclusive Collection
Cenk Ünverdi’s leadership has helped redefine what luxury all-inclusive hospitality can be, scalable, culture-driven and unapologetically premium. As the Chief Operating Officer of Rixos Hotels and the ALL Inclusive Collection, his influence extends across continents, brands and guest expectations.
In June 2025, Ünverdi spearheaded one of the year’s most strategically significant regional openings with Rixos Obhur Jeddah, marking the brand’s first operational property in Saudi Arabia. Beyond being a key market debut, this milestone aligns directly with Saudi Vision 2030 and supports the Kingdom’s broader tourism agenda. The resort launch followed a growing partnership with the Saudi Tourism Authority, and it set the stage for continued growth with projects like Rixos Murjana, a major flagship development currently underway on the Red Sea coast. These openings are not simply about expansion; they are about creating long-term brand value in a market poised for transformational growth.
Unverdi’s vision doesn’t stop at the Middle East. In early 2025, he announced the launch of Rixos Phu Quoc in Vietnam, marking the brand’s first official step into Southeast Asia. Set to open later this year, this resort will combine Rixos’ signature All-Inclusive, All-Exclusive model with Vietnamese heritage, family-centric programming and ecoconscious design. For Ünverdi, international growth isn’t about replication, it’s about localisation at scale. Each new market is approached with cultural sensitivity, strategic
timing and a sharp understanding of the region’s tourism drivers.
At a global level, Ünverdi has propelled the rapid expansion of the ALL Inclusive Collection – a lifestyle, all-inclusive portfolio curated by Ennismore, Accor’s lifestyle joint venture, and founded on Accor’s long-standing partnership with Rixos and its high-touch ‘all-inclusive, all-exclusive’ philosophy. Under his guidance, the Collection’s pipeline has expanded to include six upcoming resorts in Mexico, bringing leading brands like Rixos, SLS and Hyde into the Americas’ all-inclusive space. This planned entry into one of the world’s most competitive resort markets is a bold move that signals the Collection’s readiness to compete on a truly global scale.
Ünverdi’s leadership style is best defined by a balance of brand innovation and operational discipline. He has played a pivotal role in transforming Rixos from a regional Turkish brand into a globally recognised luxury player, with operational properties across Dubai, Abu Dhabi, Ras Al Khaimah, Saudi Arabia, Southeast Asia and now Latin America. He’s not only expanding the footprint, he’s elevating the entire category.
One of Ünverdi’s key differentiators is his deep understanding of the evolving definition of luxury. At a time when consumers are seeking both exclusivity and authenticity, he has helped reimagine the all-inclusive model to deliver more than just value, it delivers experience. From Michelinlevel dining to world-class entertainment, immersive wellness and curated programming for families and couples, the Rixos experience under his watch is anything but ordinary.
His commitment to sustainability has also shaped the brand’s new properties, with a growing focus on environmental stewardship, local community engagement and long-term resource planning. For Ünverdi, sustainability isn’t a box to tick, it’s a business imperative that ensures luxury remains viable and responsible.
Over the course of his career, Ünverdi has received wide recognition within the industry. Under his direction, several Rixos resorts have earned major international awards, including the World’s Leading All-Inclusive Resort accolade, a result of his team’s consistent delivery of excellence across guest satisfaction, innovation and operational performance.
In an increasingly competitive global landscape, Cenk Ünverdi stands out for his ability to scale with precision, localise with purpose and lead with conviction. He’s not just building resorts, he’s building relevance. And in the world of all-inclusive luxury, that may be the hardest achievement of all.
Christian Kiefer is a visionary leader redefining wellness in hospitality. As CEO and Founder of Spa Wellness Project Management, he has developed two standout brands, Rayya Wellness and Wellbeings Holistic Healing which together operate in 21 hotels across the region, with several more launches planned for 2025. His mission: to deliver wellness that is ethical, accessible, sustainable and tailored for both operators and guests.
Under his leadership, Rayya Wellness operates across 12 UAE locations, while Wellbeings Holistic Healing has grown to 9. Both brands reflect Christian’s commitment to long-term, quality-driven partnerships and consistent guest experiences. In 2024, he was
CHRISTIAN KIEFER
CEO and Founder, Spa Wellness Project Management
“Christian’s influence extends beyond his businesses. He has been a featured speaker on The Hotel Show and The Leisure Show, offering deep insight into how integrative
wellness can be embedded into hotel operations.
recognised as “Best Innovator” at the World Spa & Wellness Convention in Dubai, and he now serves as a judge for the 2025 World Spa and Wellness Awards in London.
Christian’s influence extends beyond his businesses. He has been a featured speaker on The Hotel Show and The Leisure Show, offering deep insight into how integrative wellness can be embedded into hotel operations. With eight global industry awards under his belt including “Best Wellness Brand in the Region”, he is widely regarded as a pioneer in the Middle East’s wellness evolution.
His career began with Steiner Transocean, managing spa experiences on luxury cruise liners. After earning a degree in Spa Management in Miami, he rapidly progressed through the ranks, later moving to the Middle East in 2010, where he helped shape the region’s wellness scene. He has held senior roles with Starwood MENA and EMAAR, where he developed high-profile spa projects like the Palace SPA. As CEO of Dreamworks Spas, he scaled the business into the UAE’s largest spa chain, leading to a successful exit in 2020 with a portfolio of over 20 hotel spas.
Today, Christian continues to lead the charge in hospitality wellness setting new standards through innovation, integrity and impact.
DANIEL KINGSTON General Manager, SO/ Uptown Dubai
Over the past year, Daniel Kingston has delivered one of the UAE’s most distinctive luxury hotel openings as General Manager of SO/ Uptown Dubai, the brand’s Middle East debut.
Navigating a fiercely competitive landscape, Daniel executed a flawless launch: overseeing everything from construction handover and guest journey curation to brand integration and recruitment. His bold, style-conscious hiring strategy led to a vibrant, guest-centric culture that achieved best-in-class service scores within 90 days.
With a curated calendar of fashion, art and culinary activations, Daniel positioned the hotel as a cultural hub, while signature venues like Celeste and Brasserie Uptown quickly drew in Dubai’s social scene. Commercially, he outperformed forecasts by 12% in the ramp-up phase through smart pricing and demand-driven strategy.
From sustainability to local storytelling, every detail was purposefully considered. In under a year, SO/ Uptown Dubai is already influencing the city’s hospitality narrative, proof of Daniel’s ability to deliver not just a hotel, but a movement.
DEAN ROSSILLI Senior Vice President of Hospitality, DAMAC Hotels & Resorts
Dean Rossilli’s leadership at DAMAC Hotels & Resorts has redefined luxury hospitality through bold vision, strategic foresight and a deep understanding of cinematic storytelling. As Senior Vice President, he has positioned DAMAC Hotels, Resorts and Paramount Hotels as global benchmarks for innovation, sustainability and immersive guest experiences ushering in a new era for the industry.
He pioneered the development of a highperforming commercial team that successfully aligned revenue strategies across both DAMAC and Paramount portfolios. This agile, cross-functional approach established new profitability benchmarks and enabled the group to respond swiftly to market dynamics, strengthening its competitive edge.
With a deep appreciation for the legacy of Paramount Pictures, Dean has revitalised the brand by forging strong ties with the studio and launching seasonal campaigns inspired by its most iconic films. From Willy Wonka-inspired activations to broader storytelling-driven initiatives, he has infused Paramount Hotels with a sense of nostalgic luxury that celebrates creativity and distinguishes the brand in a crowded market.
Dean led the integration of the Global Hospitality Alliance (GHA) programme across Paramount Hotels, marking the brand’s first global loyalty platform. This connected Paramount’s Hollywood glamour to a global audience of over 24 million travellers, expanding its visibility and fostering long-term guest loyalty through cinematic, experience-led stays.
Sustainability has also been a cornerstone of Dean’s leadership. Under his direction, properties like Paramount Hotel Dubai and Paramount Hotel Midtown implemented major eco-conscious measures, including the elimination of plastic bottles, the creation of sustainable gardens and sourcing from local producers. Dean’s CSR initiatives extended beyond operations, forming impactful community partner-
ships with organisations like the Al Jalila Foundation and launching staff-led environmental activities such as desert clean-ups.
Internally, Dean drove a cultural shift rooted in employee wellbeing, significantly improving staff retention by reducing turnover from 32% to 22%. This was achieved through enhanced accommodations, upgraded dining, improved wellness offerings and the creation of spaces that foster pride and purpose among team members ultimately translating into elevated guest service and operational excellence.
Through these initiatives, Dean Rossilli has reinforced Paramount Hotels’ brand authenticity by staying true to its cinematic roots while positioning it as a global leader in experiential luxury. His work has elevated the brand’s storytelling power, blended Hollywood heritage with contemporary indulgence and embedded sustainability and community at the heart of the business. Under his guidance, DAMAC Hotels & Resorts and Paramount Hotels continue to set new standards across the global luxury hospitality landscape.
DUNCAN O’ROURKE
CEO, Premium, Midscale & Economy Division
Middle East, Africa & Asia Pacific, Accor
With a hospitality career spanning over 35 years across Europe, the US and the Middle East, Duncan O’Rourke brings a rare combination of strategic vision, operational expertise and human-centric leadership to his role at Accor. As CEO of the group’s Premium, Midscale & Economy division for the Middle East, Africa, Turkey and Asia Pacific (MEA APAC), he oversees a vast network of over 130,000 team members across 40 countries, one of the most diverse and dynamic regions in global hospitality.
Duncan’s journey from General Manager to becoming one of the youngest CEOs in European hospitality began at Kempinski, where he ultimately served as Chief Operating Officer. Since joining Accor in 2016, he has continued to rise through the ranks, first leading more than 470 hotels in Central Europe, then overseeing 1,100 properties across 32 countries as CEO of Northern Europe and now spearheading transformation across MEA APAC since January 2023.
His leadership philosophy is grounded in empowerment, collaboration and continuous coaching. Duncan believes great performance stems from people who feel trusted, inspired and heard. He champions open communication, inclusivity and team development by building cultures that thrive on shared purpose and collective success.
Under his guidance, Accor’s MEA APAC region has accelerated in both scale and innovation, setting new benchmarks for guest experience, operational agility and team engagement. Duncan continues to stretch the limits of what’s possible, not just for the business, but for the people who power it.
DILETTA GUARINO
General Manager, Six Senses Zighy Bay
Diletta Guarino has elevated Six Senses Zighy Bay into a global benchmark for sustainable, experiential luxury. Her leadership introduced personalised rituals like The Radiance Ride and Wishing Water, while empowering her team, boosting female employment by 27% and reducing staff turnover. In 2024, the resort cut energy use by 13.7%, water by 23.2% and composted 14 tonnes of food waste. She strengthened community ties through cultural programmes supporting local women and championed farm-to-table dining with over 5,000 kg of produce and 1,000 litres of cheese annually. Diletta’s blend of purpose, innovation and impact defines her as a hospitality heavyweight.
FABIEN CHESNAIS
General Manager, Movenpick Al Marjan Island
Under Fabien Chesnais’ strategic leadership, Mövenpick Resort Al Marjan Island has emerged as a high-performing flagship within the Accor portfolio. The property currently ranks #1 in RGI (Revenue Generation Index) among all Accor hotels in the UAE, a clear reflection of his commercial foresight and effective revenue management. Beyond financial performance, the resort has achieved exceptional media visibility, generating over 1 billion impressions and more than USD 1.2 million in Advertising Value Equivalent (AVE), positioning it as one of the most talked-about destinations in the country.
With over 20 years of international experience, Fabien is recognised for his operational excellence, people-first leadership style and innovative guest experiences. Since opening, he has embedded a culture rooted in service, sustainability and authentic community engagement, transforming Mövenpick into a lifestyle benchmark for Ras Al Khaimah. His hands-on approach, ability to navigate challenges with resilience and unwavering pursuit of excellence have earned him industry-wide respect, solidifying his place as a true hospitality heavyweight.
FAY & ALEX ECONOMIDES
Founders & Managing Directors, M Management Company
Fay and Alex Economides are the visionary siblings behind M Management Company, the boutique group behind Mythos Kouzina & Grill and Nola Eatery & Social House, both celebrating 10 years of continued success. Their standout achievement: transforming Greek cuisine in the UAE from overlooked to in-demand.
In a market once dominated by franchises, they championed soulful, homegrown concepts rooted in authenticity. Their hands-on leadership, focus on quality over quantity and unwavering brand integrity have earned them widespread acclaim.
Today, they stand not only as hospitality veterans but as visionary legacy-builders creating institutions that continue to shape the region’s culinary identity.
GUY HUTCHINSON
President Middle East & Africa, Hilton
Guy Hutchinson, President of Hilton Middle East & Africa and a key member of the company’s EMEA Executive Committee, is steering one of the most ambitious expansion strategies in the region’s hospitality sector. Based in Dubai, he oversees 137 operating hotels across 11 brands, with a pipeline of over 182 properties spanning key markets including Saudi Arabia, Egypt and the UAE.
Under his leadership, Hilton has secured landmark signings and among them, the first Waldorf Astoria in Madinah and a wave of new hotels in Egypt, pushing the brand’s Saudi pipeline toward the 100-property milestone in 2025.
With a career that spans leadership roles in Japan, China, Australia, India and the UAE including his previous post as President and CEO of Rotana, Hutchinson blends global insight with regional expertise.
His focus remains clear: delivering reliable guest experiences and strong owner returns while creating tens of thousands of jobs, including 15,000 in Saudi Arabia alone.
HAITHAM MATTAR
Managing director MENA, IHG Hotels & Resorts
Haitham Mattar, Managing Director for India, Middle East and Africa (IMEA) at IHG, has been a driving force behind the group’s regional momentum since 2021. Backed by more than 37 years in the industry, he oversees a portfolio of 190 hotels and has led IHG’s expansion across highgrowth markets such as Saudi Arabia, the UAE, India and Egypt. Under his leadership, IHG has successfully introduced new brands to untapped destinations, accelerated sustainability efforts through carbon reduction and the removal of single-use items, and launched impactful community initiatives focused on skills development and employment. Recognised for both his strategic vision and industry influence, Mattar continues to play a vital role in shaping the future of hospitality across the IMEA region.
HAKAN OZEL Vice President Operations & General Manager, Shangri-La Dubai
With 27 years in the global luxury hospitality industry and nearly two decades with Shangri-La Group, Hakan Ozel has consistently delivered transformational leadership grounded in operational precision and guest-centric innovation. Since re-joining the group in 2005, he has been entrusted with flagship properties and now plays a pivotal regional leadership role from his base at Shangri-La Dubai.
“A champion of people and culture, Hakan’s leadership has created an inclusive and empowering workplace.
Under his stewardship, the property was named “Best Loved Hotel of 2024” across the global Shangri-La portfolio, a reflection of his relentless focus on authentic service, sustainable success and resultsdriven leadership. In 2024 alone, the hotel recorded impressive gains: +5.3% YOY in GOR, +5.4% in F&B revenue, +4.3% in EBITDA (10% above budget), and an +8% YOY RGI increase, outpacing its competitive set.
A champion of people and culture, Hakan’s leadership has created an inclusive and empowering workplace. With 45+ nationalities represented and intern partnerships with top global universities, his focus on retention, internal mobility and leadership development continues to shape the industry’s next generation.
He has also redefined Shangri-La Dubai’s culinary offering. Shang Palace, the hotel’s signature Chinese restaurant, has maintained a coveted position in the Michelin Guide for four consecutive years.
Beyond the business, Hakan has long championed CSR and sustainability. From supporting the Emirates Down Syndrome Association to eliminating single-use plastics and implementing the “Rooted in Nature” programme, his impact extends far beyond the hotel walls.
Respected for his integrity, compassion and strategic vision, Hakan Ozel is not just leading Shangri-La Dubai to new heights, he is helping shape the future of hospitality in the region.
HANIN ALSUBAIE Founder and CEO, Darent
Dr Hanin Alsubaie is at the forefront of Saudi Arabia’s evolving hospitality landscape, pioneering a platform that connects local hosts with travellers seeking authentic, homegrown experiences. In 2020, she founded Darent as a private initiative to address a growing demand for alternative accommodation solutions in the Kingdom. A year later, the venture formally launched as a company, rapidly gaining traction and attracting a $1 million pre-seed investment round in March 2021.
Today, Darent lists over 4,000 hosts and 6,000 keys, reflecting Dr Alsubaie’s vision to empower individuals and small businesses to actively participate in and benefit from the
tourism economy. Her work is not only reshaping how travellers explore Saudi Arabia but also supporting the nation’s wider tourism and entrepreneurship goals.
Beyond Darent, Dr Alsubaie lends her expertise as a speaker at the Human Capability Initiative in Riyadh and as a part-time consultant with Monsha’at, the Kingdom’s Small and Medium Enterprises General Authority. Her mission is clear: to drive sustainable tourism growth by building an ecosystem rooted in local empowerment, innovation and cultural authenticity within Saudi Arabia and across the wider MENA region.
HUSAM MALKI
General Manager, Anantara Downtown Dubai Hotel
With over two decades of experience in luxury hospitality, Husam Malki brings a rare blend of operational insight, guest-centric vision and transformational leadership. A Jordanian national, his journey began in front-of-house roles and evolved across some of the world’s most esteemed hotel brands, including Accor, Hyatt, Marriott and Starwood. Since joining Anantara Hotels & Resorts in 2014, Husam has become a driving force behind the brand’s expansion and redefinition in the region.
Appointed General Manager of Anantara Downtown Dubai Hotel in July 2022, Husam was tasked with leading a bold repositioning and he delivered. At the helm of the first Anantara city hotel in the Middle East, he introduced a fresh urban narrative for the brand, one that seamlessly blends the efficiency of a business hotel with the soul and warmth of a leisure resort. Under his leadership, the hotel has emerged as a standout in Dubai’s hyper-competitive Business Bay district.
The transformation was both aesthetic and strategic. Husam spearheaded the redesign of the lobby lounge, meet-
ing spaces and central courtyard under the new ‘Mirage’ concept, a contemporary expression of nature’s fluidity and movement. This vision now anchors the hotel’s identity, creating an arrival experience that is immersive, calming and unmistakably Anantara.
Phase two of the transformation is currently underway, with Husam overseeing a full refurbishment of guest rooms and a complete reinvention of the hotel’s all-day dining venue. Every detail from spatial flow to tactile finishes reflects his commitment to what he calls “purposeful luxury,” where form, function and emotion intersect to elevate the guest journey.
Internally, Husam is equally focused on culture and empowerment. More than 80% of the hotel’s leadership team has been hand-selected by him, chosen for their shared values and high-performance mindsets. That ethos has created a deeply engaged workforce, evidenced by an impressive 96% employee satisfaction rating, one of the highest in the brand.
Under Husam’s leadership, Anantara Downtown Dubai has earned global acclaim and guest loyalty in equal measure. Behind the scenes, strong commercial growth, sustained guest satisfaction and a revitalised brand presence have propelled the property to outperform across key metrics, setting a new gold standard for the region.
Strategic, visionary and people-first, Husam Malki is not only reshaping the Anantara Downtown Dubai experience, he is setting a new benchmark for what urban luxury can be in the Middle East.
“Husam spearheaded the redesign of the lobby lounge, meeting spaces and central courtyard under the new ‘Mirage’ concept, a contemporary expression of nature’s fluidity and movement.
JUDIT TOTH Founder Vivere Hospitality & INK Hotel
Judit Toth is a multi-award-winning hospitality leader with over 16 years of cross-functional expertise spanning hotel operations, brand development, asset management and commercial strategy. As the Founder of INK Hotel and Vivere Hospitality, she has launched standout lifestyle concepts and consistently delivered strong asset performance across the UAE.
Known for her future-focused vision, Judit champions the integration of AI, wellness and sustainability in hospitality. She has a proven track record in negotiating management agreements and driving value through innovation and guest-centric design.
An active Advisory Board Member of The Emirates Academy of Hospitality Management Alumni Association, Judit continues to influence the industry while mentoring the next generation of hospitality leaders.
Multi-Property General Manager, Delta Hotels by Marriott Jumeirah Beach, Four Points by Sheraton Sheikh Zayed Road and Bur Dubai
Karolina Paliszewska, Multi-Property General Manager of Delta Hotels by Marriott Jumeirah Beach and Four Points by Sheraton on Sheikh Zayed Road and in Bur Dubai, has successfully steered all three properties through major renovations and repositioning phases, while maintaining smooth operations and high guest satisfaction.
Under her leadership, commercial performance remained strong, brand standards were upheld and service never faltered. She built empowered leadership teams and fostered a culture of accountability across each hotel. Even amid construction, Karolina kept the guest experience front and centre, ensuring comfort, communication and consistency at every step.
KAROLINA PALISZEWSKA
Loay Nour’s leadership as Vice President of Brand & Marketing at Fairmont Hotels & Resorts has been nothing short of transformative. At the heart of his achievements is the global relaunch of the Fairmont brand through Make Special Happen, the company’s first worldwide campaign in four years. Since its May debut, the campaign has garnered over 46 million video views and 22 million engagements across platforms, marking a defining moment in Fairmont’s modern brand evolution.
This campaign was more than a marketing push; it was a complete brand reinvention. Under Loay’s direction, Fairmont reemerged on the world stage with a renewed identity that bridges its legacy of timeless luxury with a dynamic, contemporary appeal. His approach sparked emotional resonance across key global markets, the Middle East, Asia, Europe and North America while simultaneously strengthening internal culture and affirming Fairmont’s stature as a leader in the luxury hospitality space.
Beyond the campaign, Loay has reshaped Fairmont’s brand positioning through an integrated strategy encompassing Global Brand Management, PR and Communica-
tions, Social Media and Strategic Partnerships. His efforts have led to a full overhaul of the visual identity and guest experience touchpoints, including the recently launched Fairmont website, which now better reflects the brand’s refined elegance and modern sensibility.
He plays a vital role in crafting the narrative around Fairmont’s most significant global openings and restorations, ensuring each property embodies the renewed brand ethos. From the grandeur of Fairmont Golden Prague to the upcoming debuts in Tokyo, Cape Town, California and the Costa del Sol, Loay ensures each launch is not just a hotel opening but a cultural moment.
Internally, he has been just as impactful. Working alongside Fairmont’s Talent and Culture team, Loay has embedded Make Special Happen into the organisation’s DNA, leading a revitalised employer brand and corporate service culture now embraced across 96 properties in over 30 countries and 29 more in development.
His influence extends beyond Fairmont. As Chair of the HSMAI Middle East and Africa Marketing Advisory Board, Loay collaborates with senior leaders from global hospitality brands including Marriott, Hilton, IHG, and Jumeirah. Through this platform, he continues to shape the future of luxury hospitality marketing at an industry-wide level.
A recognised authority in brand-building, Loay’s experience spans nearly two decades across the region’s most prestigious hotel groups. At Jumeirah, he delivered Dubai’s largest-ever seasonal F&B campaign with Visa. At Accor, he oversaw marketing across more than 400 hotels in the Middle East, India and Turkey, directly leading efforts for over 50 luxury properties, and helping to launch Raffles and Fairmont Doha during the 2022 FIFA World Cup, one of the most high-profile hospitality showcases in recent memory.
From CRM and loyalty to sustainability, partnerships and digital storytelling, Loay has mastered the full spectrum of brand communications. His strategic vision has generated powerful commercial results such as €165 million in room revenue through Fairmont’s Summer Moments campaign, while elevating the emotional impact of one of hospitality’s most iconic names.
MANISH JHA
General Manager, NH Collection Dubai The Palm
Few embody this ethos more clearly than Manish Jha, whose hospitality journey spans more than 25 years across India, the Maldives, Seychelles, Thailand and the UAE. With a rare blend of strategic vision, operational precision and a people-first mindset, he has left a mark in every destination he has touched.
As General Manager of NH Collection Dubai The Palm, Manish spearheaded the launch of the very first NH Collection property in the Middle East, a milestone not only for the brand but for Dubai’s dynamic hospitality scene. Under his leadership, the hotel quickly rose to prominence, establishing itself as a lifestyle destination and earning recognition as a commercial powerhouse. Today, the property ranks #1 in RevPAR within its comp set and stands in the Top 2 for overall GOP contribution across the Minor Hotels portfolio.
Manish’s leadership has driven a guest-centric transformation, with the Net Promoter Score climbing from 50 to 70 within just the first year of operations. Internally, he has built a high-performance culture by mentoring and promot-
“Manish’s leadership has driven a guest-centric transformation, with the Net Promoter Score climbing from 50 to 70 within just the first year of operations.
ing over 14 team members across departments, a testament to his commitment to growing talent from within.
A strong advocate for sustainable hospitality, he has implemented pioneering green initiatives, from zero-waste campaigns to cutting-edge smart tech integrations making the hotel a benchmark for eco-conscious operations in the region.
His ability to deliver consistent results while navigating turbulent times whether due to regional travel disruptions or staffing challenges, he reflects a calm, resilient leadership style that keeps both morale and margins intact.
In 2025, Manish was honoured with the title of Best GM in the Middle East, featured among the Top 40 hospitality leaders of 2024 and shortlisted for GM of the Year in 2025.
Manish Jha doesn’t just manage properties, he transforms them. His impact is visible in the numbers, felt in the team culture and reflected in a legacy that redefines what it means to be a hospitality heavyweight.
Chief Development Officer Premium, Midscale and Economy Division Middle East, Africa ,Türkiye, Accor
Over the past year, Maya Ziadeh has accelerated the growth of Accor’s Premium, Midscale & Economy (PME) portfolio across the Middle East, Africa and Türkiye. Under her leadership, the division has doubled its regional growth trajectory, driven by strong partnerships, strategic conversions and the introduction of brands like Tribe and the Handwritten Collection, both resonating with modern travellers and adaptable markets. A key mile stone includes the 999-key ICD cluster in Dubai, part of the Deira Enrichment Program, meeting the UAE’s grow ing demand for quality midscale and economy stays.
Maya’s PME strategy has delivered an 80% increase in signings in Türkiye and a 125% uplift across the Middle East and Africa. She attributes this momentum to a capa
MAYA ZIADEH
NAIM MAADAD CEO and Founder, Gates Hospitality
Dr. Naim Maadad is the CEO and founder of Gates Hospitality, established in 2010. He has close to 30 years of experience in the hospitality sector, with a career that spans Australia, Asia, and the Middle East. Before launching Gates Hospitality, he held senior leadership roles at Six Senses and Minor Hotels.
He has spent over 20 years working in the Middle East, gaining practical insight into the region’s hospitality landscape. In addition to leading a team of 700, he is actively
involved in training and mentoring professionals across the industry, including chefs, hoteliers, and restaurateurs. Maadad is also an advocate for mental health awareness within hospitality. He holds a Professional Doctorate in Tourism and Hospitality and is frequently invited to speak at industry events.
OSSAMA CHARROUF
Corporate Director of Commercial and Development, Jannah Hotels & Resorts
Ossama Charrouf has been instrumental in shaping the trajectory of Jannah Hotels & Resorts, delivering a commercial turnaround marked by bold strategy and measurable success. Leading a team of 35 across Sales, Revenue, Marketing and E-Commerce, he has driven the group to exceed USD 20 million in revenue in 2024 alone, a 76% increase from the post-COVID benchmark and achieved more than 500,000 guest check-ins across the portfolio.
“With over 20 years of experience spanning hotel operations, commercial strategy and executive leadership, Ossama has become a powerful force in the hospitality industry. COMMANDING
His standout achievements include the successful opening of Jannah Executive Hotel Apartments, a key addition to the brand following an extensive 18-month renovation and reclassification to a deluxe hotel apartment. Ossama’s leadership extends beyond financial milestones; he has been a catalyst for digital transformation, sustainability initiatives and utility optimisation, enhancing operational efficiency while elevating the guest journey.
Internationally, Ossama has taken Jannah Hotels & Resorts to the global stage. He has represented the brand at worldrenowned trade shows and forums, including ITB Berlin, World Travel Market, Arabian Travel Market, FHS, SKIFT, and HSMAI. He has also forged strategic tourism board partnerships through targeted international roadshows across Korea, Italy, Germany, the UK, Scotland and KSA boosting the group’s visibility and expanding its influence in key feeder markets.
With over 20 years of experience spanning hotel operations, commercial strategy and executive leadership, Ossama has become a powerful force in the hospitality industry. As a core member of the Executive Committee, his relentless drive, strategic foresight and results-oriented approach continue to raise the bar. His legacy is one of transformation, performance and purpose with ambitious plans already in motion for 2026 and beyond.
Dr. Pawan Kachroo’s journey in hospitality is one defined by ambition, clarity of vision and the courage to think beyond borders. Over the last two decades, he has transformed Khamas Hospitality from a modest operation into a powerful player in the global hotel landscape. From managing a single hotel to overseeing a diverse portfolio of eight properties across the UAE, Italy and the UK, his leadership has been nothing short of transformative.
Among his most impactful achievements is the launch of Mama Shelter Dubai, a trailblazing lifestyle concept that introduced a bold, community-driven hospitality experience to the Middle East. He also played a key role in establishing other landmark properties, including The Canvas Hotel Dubai, MGallery Hotel Collection, DoubleTree by Hilton Dubai Al Jadaf, Seaview Hotel, Royal Ascot Hotel and Ascott Hotel. Internationally, his foresight brought two heritagerich European properties into the fold: the 500-year-old Thornbury Castle Hotel in the UK and the lakefront Grand Hotel Campione in Italy.
With a development pipeline that includes The Ritz-Carlton Residences Business Bay and Marriott Residences Jumeirah Village Circle, Dr. Kachroo continues to push the boundaries of what Khamas Hospitality can achieve. The group is now valued at over AED 1.5 billion, a clear reflection of his bold strategies, smart investments and ability to build brands that resonate.
His approach goes beyond simply adding keys to a portfolio. Every property is developed with intention, designed to tell a story, embody a culture and create a memorable guest experience. Whether it’s reviving a centuries-old castle or crafting the next lifestyle hotspot in Dubai, his vision is rooted in creating destinations that stand the test of time.
What makes Dr. Kachroo a true heavyweight in hospitality is not just the scale of his achievements, but the philosophy behind them. He believes in creating long-term value through authenticity, experienceled stays and a keen understanding of market shifts. His ability to adapt and innovate has kept Khamas Hospitality relevant in a rapidly evolving industry, while his integrity and passion continue to inspire the next generation of hoteliers.
From his humble beginnings in India to his influential role shaping hospitality across continents, Dr. Kachroo’s legacy is one of progress, purpose and enduring impact.
“With a development pipeline that includes The Ritz-Carlton Residences Business Bay and Marriott Residences Jumeirah Village Circle, Dr. Kachroo continues to push the boundaries of what Khamas Hospitality can achieve.
PHILIPPE ZUBER CEO, Kerzner International
Since stepping into the CEO role at Kerzner International in 2020, having originally joined as President and COO of One&Only Resorts in 2015, Philippe Zuber has continued to shape the brand’s evolution across the luxury hospitality landscape. Under his leadership, the group which includes Atlantis Resorts, One&Only, SIRO, and Rare Finds, now spans 20 properties in 12 countries and employs a global team of 15,000.
In a milestone moment for 2024, Kerzner made headlines with the launch of One&Only One Za’abeel, a star-studded opening event featuring global icons like Jennifer Lopez, Idris Elba and Mark Ronson. That same month, the group debuted SIRO One Za’abeel, marking a bold move into the fitness and recovery-led hospitality space. Zuber brings nearly three decades of experience to the helm, with a career that includes leadership positions at Emaar Hospitality and Hyatt International.
PAUL BRIDGER
COO, Rove Hotels
Paul Bridger, Chief Operating Officer of Rove Hotels, has led the brand through a year of major milestones, marked by rapid expansion, strong financial performance and a firm commitment to sustainability and team development.
He spearheaded the launch of Rove Home, introducing over 3,000 branded residences in the UAE in just 18 months. These properties offer hotel-style services at competitive prices, disrupting a luxury-heavy market. He also led the opening of Rove JBR, completed in five weeks and now the highest-rated hotel in Dubai with occupancy surpassing 90% in its first week.
Under Paul’s leadership, Rove operates over 4,000 rooms with 3,000 more in the pipeline, including new openings in Ras Al Khaimah and Sharjah. The brand recorded its best-ever commercial performance in 2024 and earned top scores in Dubai’s online reputation index.
Internally, Rove boasts a Team NPS of over 70%, with 40% of staff promoted or transitioned into new roles in 2024. Half of its GMs are women, with three named among the region’s top 100. All hotels hold Green Key and Dubai Sustainable Tourism certifications, reflecting Paul’s sustainability focus.
“Rachid’s journey is not only defined by his achievements at Santorini but by a career that has been steadily rising through the industry’s ranks.
RACHID BAKAS General Manager, Anantara Santorini Abu Dhabi Retreat
Rachid Bakas is the driving force behind one of the region’s most buzzed-about openings: Anantara Santorini Abu Dhabi Retreat. In a saturated luxury market, he introduced a new benchmark for exclusivity, sustainability and high-net-worth guest engagement, delivering not just a resort, but a transformative hospitality concept. His story is one of determination, grit and vision, rising from his early days as a bellboy at Shangri-La Dubai to becoming a General Manager who has reshaped the rules of ultraluxury.
Over the past year, Rachid has steered Anantara Santorini into the spotlight, launching the adultsonly retreat with impeccable timing, precision and performance. From transforming a private residence into a boutique sanctuary to cultivating a product that speaks to the most discerning of guests, he has demonstrated an uncanny ability to combine creative vision with financial and operational discipline. Under his leadership, the retreat achieved AED 22 million in revenue, surpassing its AED 16.5 million target by 33% and contributed to 25% of the overall profit. F&B revenues exceeded AED 8.1 million, while spa revenue topped AED 752,000, each outperforming their respective targets by a considerable margin. These aren’t just numbers, they are the result of a carefully engineered strategy rooted in exclusivity, team empowerment and guest-centricity.
But what truly sets Rachid apart is his ability to lead with heart. He’s not a distant executive. He walks the floor. He hosts “Coffee with the GM” sessions where team members can voice feedback directly, fostering a culture of openness and growth. Over 12 team members have been promoted in just 12 months, a testa-
ment to his commitment to internal development and mentorship. At the same time, he has pioneered CSR initiatives, introduced sustainability measures like a hydroponic greenhouse and future plans for a resortowned chicken farm, and actively contributed to creating a property that is as responsible as it is luxurious.
His leadership has made the retreat a magnet for iconic global brands, securing multimillion-dirham buyouts from names like Louis Vuitton, Range Rover and Luxottica. The property’s unique model where access is granted only through confirmed bookings has preserved its prestige and aura, drawing a repeat highvalue clientele and creating one of the region’s most coveted hospitality experiences.
Rachid’s journey is not only defined by his achievements at Santorini but by a career that has been steadily rising through the industry’s ranks. After progressing through various operational roles from receptionist to departmental trainer, duty manager and then hotel manager at Anantara Sir Bani Yas, he consistently demonstrated a capacity to lead with clarity, compassion and results. His academic background in mathematics has given him a razor-sharp edge in analytics and strategy, while his frontline experience keeps him deeply connected to people, both guests and staff.
In less than a year, Anantara Santorini Abu Dhabi Retreat has become a case study in what modern luxury can and should look like rooted in purpose, powered by people and shaped by a leader who never lost sight of where he started. Rachid Bakas is not just a General Manager; he’s a hospitality heavyweight whose story continues to inspire and evolve.
REEM GARASH CEO, SHADA Hospitality
In a country undergoing rapid transformation, Reem Garash stands out not simply for being the first Saudi woman to lead a hospitality brand but for doing so on her own terms, weaving tradition into innovation and steering her family-run business, Shada Hospitality, into a new era of culturally rooted guest experiences.
What began as a modest real estate venture by her mother converting residential apartments into short-term stays, has evolved into a full-fledged hotel brand known for celebrating Saudi identity. Reem, who holds a degree in Banking and Finance and an MBA from Queen’s University of Charlotte, grew up in the business. Today, she runs it overseeing 706 keys, 150 staff, and properties in Jeddah, Dubai, and soon, the beating heart of Downtown Jeddah.
But this isn’t just a story of expansion. Reem’s leadership is deeply personal. Every property in the Shada portfolio carries subtle cues of home: the scent of bakhoor, the warmth of Saudi coffee rituals, the vernacular of welcome rooted in Asiri culture. It’s an experience curated for the modern traveller but anchored in heritage, something Reem sees as a cornerstone of Saudi Arabia’s tourism future.
Beyond the boardroom, her influence spans social impact. She co-founded “Sakn for Families,” an initiative providing housing to low-income Saudi families, delivering over 500 homes to date. And her role on the board of Al-Tanfeethi, a key player in premium airport services underscores her contribution to shaping Saudi’s hospitality and transport sectors alike.
A changemaker aligned with Vision 2030, Reem Garash isn’t just adding keys to a portfolio, she’s unlocking new ways of thinking about hospitality in the Kingdom. Her mantra, “I am here,” speaks volumes. She’s not just present, she’s leading, transforming and building something uniquely Saudi for the world to experience.
“Reem Garash isn’t just adding keys to a portfolio, she’s unlocking new ways of thinking about hospitality in the Kingdom.
Chaource
Crafting Crafting Cheese Cheese with with
SANDEEP WALIA COO, Middle East & Luxury, Europe, Middle East and Africa, Marriot International
Sandeep Walia is the Chief Operating Officer for Marriott International in the Middle East and also oversees the company’s luxury portfolio across Europe, the Middle East and Africa (EMEA). With a remit that includes over 260 operational properties in the Middle East and more than 180 luxury hotels across EMEA, his leadership is defined by strategic growth, operational excellence, and an unwavering commitment to people.
Widely respected for his authentic, people-first leadership style, Sandeep has become a transformative force within Marriott International, not only delivering strong commercial performance but also championing a culture built on trust, empowerment and purpose. Under his direction, the company continues to expand its footprint across diverse markets, introducing new brands, entering high-potential destinations and maintaining Marriott’s position as a hospitality leader in the region.
A cornerstone of Sandeep’s leadership philosophy is investing in local talent and creating inclusive opportunities for career advancement. He has played a pivotal role in spearheading initiatives such as Tahseen, Marriott’s bespoke leadership development programme designed in partnership with local authorities to identify and train future hospitality leaders in Saudi Arabia, Egypt and the UAE. In Turkey, he has supported the launch and expansion of Gelişim Okulu, a similar programme tailored to the local
context. These initiatives are not only growing the next generation of hoteliers but also reinforcing Marriott’s commitment to localisation and long-term regional impact.
Sustainability is another area where Sandeep’s leadership has driven significant progress. By 2024, over 90 percent of Marriott properties in the Middle East achieved sustainability certification, a clear reflection of the company’s broader environmental goals. From accelerating emissions reduction and investing in renewable energy to driving waste reduction and responsible sourcing, Sandeep ensures that sustainability is embedded in operations, not treated as an afterthought. His leadership is helping shape a more resilient and responsible future for hospitality in the region.
Sandeep is also at the helm of Marriott’s expanding branded residential business, with the company now recognised as the largest branded residential operator in the lodging industry. With over 130 open residences globally and another 100 in the pipeline, including a growing number across EMEA, this segment continues to gain momentum. In 2024 alone, 11 new residential projects were signed in the region, reflecting strong demand from consumers and developers seeking world-class living environments anchored by the trust and service of globally recognised hospitality brands.
Across every market he touches, Sandeep’s leadership is felt not just in numbers, but in culture. He is known for his humility, open-mindedness and integrity, the kind of leader who greets every person in the room with genuine respect, regardless of title. Colleagues describe him not only as admired and respected but deeply appreciated. For Sandeep, leadership is not about hierarchy or power, it’s about listening, learning and creating space for others to thrive.
His career journey which spans roles across India, Egypt, Russia, Germany and the UAE has shaped a global perspective rooted in empathy and adaptability. Today, as one of the most influential leaders in the region’s hospitality sector, Sandeep Walia continues to lead with heart, build with purpose and inspire a generation of hoteliers to do the same.
SAURABH TIWARI
Area Director - Middle East and CIS, The Indian Hotels Company Limited (IHCL)
Saurabh Tiwari is a dynamic hospitality leader with a global track record across India, the Middle East, Europe and the UK. As Area Director for the Middle East & CIS at Taj Hotels, he’s driven brand expansion, launched award-winning F&B concepts and delivered strong commercial results.
Known for his people-first approach, Saurabh balances growth with purpose, embedding sustainability, empowering teams and consistently elevating guest experiences. With bold vision and sharp execution, he continues to set new benchmarks in modern luxury hospitality.
SAYED TAYOUN
Cluster General Manager for InterContinental, Abu Dhabi and InterContinental Residences Abu Dhabi
With over two decades of hospitality expertise, Sayed Tayoun, Cluster General Manager of InterContinental Abu Dhabi and InterContinental Residences Abu Dhabi, leads two of the capital’s most prestigious properties. A long-serving IHG leader, Sayed has held senior roles across Qatar, Abu Dhabi, and Dubai Festival City, where he oversaw over 1,500 rooms, 11 restaurants, and a major events centre. Today, he channels that depth of experience into blending the heritage prestige of InterContinental Abu Dhabi with the refined living of InterContinental Residences, enhancing service standards and creating memorable guest experiences for both international travellers and the local community.
Sayed’s leadership is defined by innovation and impact. At Holiday Inn & Suites Dubai Science Park, he steered the hotel from pre-opening to market outperformance, achieving ADRs 20% above market average and hosting high-level delegations such as the COP28 Presidential visit. His rollout of an E-Menu system boosted F&B sales by 32%, while McGettigan’s at Science Park hit its first-year revenue target in just six months. Both properties ranked among the Top 5 IHG hotels in IMEA for guest satisfaction, a testament to Sayed’s commitment to service, detail, and team culture.
A strong advocate for sustainable hospitality, Sayed pioneered eco-conscious initiatives including an in-house water bottling plant and a no single-use plastics policy, earning recognition as a Sustainable Hospitality Partner. Fluent in Arabic, English, and conversational French, he combines commercial acumen with cultural fluency to drive operational excellence, team development, and sustainable growth, cementing his place as one of the region’s most dynamic GMs.
SHAIKHA AL KAABI
CEO, Erth Abu Dhabi
Shaikha Al Kaabi is the powerhouse behind one of Abu Dhabi’s most distinctive hospitality success stories, Erth, a resort that blends deeprooted Emirati heritage with contemporary experiences. As CEO, Al Kaabi has led the transformation of what was once the U.A.E. Armed Forces Officers Club into a sophisticated destination that reflects the spirit, culture and values of the nation.
Since taking the helm in 2016, Al Kaabi has redefined the property’s identity. Erth is now home to a heritage-driven resort, expansive ballroom, curated event facilities and the region’s only Michelin-starred Emirati restaurant, spotlighting the UAE’s culinary artistry on the global map. Under her leadership, Erth has also become a platform for knowledge exchange and talent development most notably through the launch of École Ducasse Abu Dhabi Studio in 2023, a partnership with DCT Abu Dhabi that brought world-class culinary education to the capital.
Al Kaabi’s leadership style is guided by purpose and national pride. Prior to Erth, she held key roles at the Royal Group, where she worked on tourism development projects, as well as at Emirates Nuclear Energy Corporation and Dolphin Energy, where she gained valuable experience in strategic operations and stakeholder relations.
With her visionary outlook and commitment to preserving heritage while innovating boldly, Shaikha Al Kaabi is not just leading a resort, she’s shaping a cultural legacy.
“With her visionary outlook and commitment to preserving heritage while innovating boldly, Shaikha Al Kaabi is not just leading a resort, she’s shaping a cultural legacy.
SIMON WRIGHT Founder and Chairman of TGP International
From launching London’s largest restaurant to master planning global mega-events, Simon Wright’s three-decade journey in hospitality is one defined by reinvention, foresight and cultural fluency. As Founder and Chairman of TGP International, he has built a globally respected agency at the intersection of creativity, commerce and community, delivering future-focused work across F&B master planning, hotel strategy, interior design, operations and large-scale event catering.
Simon’s latest ventures reflect a deep understanding of how F&B can transform not just menus but mindsets. In 2024, he spearheaded the opening of Seed & Bloom Café in Abu Dhabi, a sustainably designed, award-winning concept that goes beyond coffee and croissants. It’s a creative canvas for workshops, talks and community engagement, setting a new benchmark for café culture in the Middle East.
In parallel, Simon has scaled TGP’s Events & Catering division into a powerhouse of precision and innovation, delivering high-profile F&B experiences for landmark moments including Coldplay’s Abu Dhabi concert, the Dubai World Cup, the Abu Dhabi Grand Prix, and Elrow Festival. Up next: the inaugural Festival of Cake at Expo City Dubai, a first-of-its-kind event that merges pastry artistry with live entertainment and immersive brand experiences.
On the global stage, Simon is redefining culinary diplomacy through Irth Saudi Restaurant Café at Expo Osaka 2025, developed in collaboration with Saudi Arabia’s Ministry of Culture. Operated by TGP inside the Saudi Pavilion, Irth is a celebration of Saudi heritage and innovation serving as both a culinary ambassador and
cultural statement during the six-month World Expo.
A recognised pioneer in food hall innovation, Simon has been behind some of the GCC’s most beloved communal dining venues. From Depachika at Nakheel Mall, now in its fifth year, to the award-winning Al Mamlaka Social Dining in Riyadh, TGP’s food hall formats are redefining how people connect through food. His upcoming collaboration with Msheireb Properties in Doha continues that trajectory showcasing his ability to integrate F&B into the very fabric of urban development.
Earlier in his career, Simon honed his operational expertise at iconic institutions including InterContinental Hotels, Ian Schrager Hotels, and Conran Restaurants. His leadership at Mezzo, once London’s largest restaurant, and involvement in launching the Great Eastern Hotel helped shape his distinctive approach to experiential hospitality, an approach now influencing gigaprojects across the Middle East and Europe.
Beyond bricks and mortar, Simon’s impact is equally evident in his thought leadership and team culture. TGP International has been named one of the Best Places to Work for three consecutive years, a reflection of Simon’s commitment to nurturing talent and building a purpose-driven, people-first agency. He remains a sought-after speaker on the global circuit, including his 2025 engagement at the Hosts & Federations Summit in Switzerland. In every project, Simon Wright sees F&B not as an amenity but as a strategic asset. A driver of value. A storyteller. A bridge between cultures.
Through TGP International, he is not just responding to the needs of the modern diner, he’s designing the next chapter of global hospitality.
Sundeep Peechara’s career within Accor has been defined by strategic vision, operational resilience and an unwavering commitment to performance. As Cluster General Manager, he has not only overseen multibrand portfolios with precision but also helped shape the next chapter of hospitality in one of Dubai’s most storied neighbourhoods.
One of his most significant milestones to date has been spearheading the rebranding and successful launch of three flagship hotels, Novotel, Mercure and ibis Styles, within the new Gold District of Deira. These were strategically unveiled in line with the broader Deira Waterfront development, part of Accor’s landmark partnership with ICD and Valor Hospitality. Together, the six-hotel cluster has introduced 999 keys into the city’s thriving midscale and economy space, offering smart, design-forward accommodation anchored in culture and accessibility.
Sundeep’s leadership has been central to elevating the Deira Enrichment Project, turning what was once seen as an ‘old Dubai’ precinct into a lifestyle-led, waterfront destination. With a focus on placemaking, guest engagement and urban integration, he’s helped reposition the area as a vibrant, heritage-meets-modernity district that’s now drawing increased footfall, investment and attention.
His track record of transformation extends beyond new openings. During his time at Novotel, ibis and Adagio Fujairah, he achieved year-on-year GOP growth from 2021, positioned the property as a top wedding destination in the region, and sustained employee engagement scores above 93%, a testament to his people-first leadership style.
Known as a turnaround specialist, Sundeep is adept at aligning commercial, revenue and operational strategies to maximise results. His past oversight of a 1,654-key Accor cluster in Dubai saw the team achieve top RGI scores in highly competitive markets. Earlier, in his role with Accor India’s pre-opening task force, he launched 11 hotels building strong foundations for future growth.
What sets Sundeep apart in the crowded hospitality landscape is his ability to balance scale with substance. He doesn’t just run hotels, he revitalises neighbourhoods, empowers teams and future-proofs brands. His ability to build trust across stakeholders from ownership to operations, combined with his track record of delivering both guest experience and commercial returns, firmly cements his position as a heavyweight in Middle East hospitality.
With over 20 years of experience, Sushanth Nambiar is Cluster General Manager for Pullman Dubai Jumeirah Lakes Towers, Novotel Abu Dhabi Gate and ibis Abu Dhabi Gate. In 2025, he was shortlisted for Hotelier Middle East’s “General Manager of the Year – City Hotel” for his performance across operations, revenue, sustainability and team leadership.
Under his leadership, the cluster achieved a 15% increase in corporate revenue over budget, 106% of its MICE target,
and AED 4.2 million in contributions to Accor’s ALL Meeting Planner Program, ranking #1 in MEA with a +3774% YoY increase. All three hotels recorded RGI growth, including +40% transient growth at Pullman JLT and +60% at Novotel Abu Dhabi Gate.
He led over 100 influencer collaborations in one year, driving major digital reach and launched campaigns like ‘Message in a Bottle’ and a Tesla Model 3 partnership to spotlight sustainability and innovation. The cluster is Green Key and Green Globe certified, with Pullman JLT earning the Dubai Sustainable Tourism Silver Stamp. Initiatives include farm-to-fork dining, paperless check-ins, energy-efficient systems and recycling 46,000+ cigarette butts in three months.
Operational upgrades include smart meeting rooms, IPTV enhancements, AI guest tech and SharePoint dashboards. Major refurbishments in lobbies, spas, pools, elevators, restaurants are underway. In September 2025, Pullman JLT will unveil a new lobby and renovated pool bar with new F&B concepts.
Sushanth promoted two Directors of Operations and implemented a two-days-off policy to improve retention. His prior roles include GM at Novotel Muscat and Cluster GM for Mercure Sohar and ibis Muscat, where he delivered strong commercial and sustainability results.
“Success in hospitality stems from passion, purpose and people, and our journey across Pullman Dubai JLT, Novotel, and Ibis Gate Abu Dhabi has been a testament to that. Each hotel has carved its own identity while staying true to the Accor spirit of excellence. From consistently exceeding guest expectations to championing sustainability and innovation, we are proud of how far our teams have come. As we prepare to unveil the much-anticipated lobby renovation at Pullman Dubai Jumeirah Lakes Towers in September 2025, we’re setting the stage for a new era. One that redefines the guest experience from the very first step through our doors. Alongside the transformation, we’re also bringing in some exciting new F&B concepts, including the launch of our newly renovated pool bar, which will introduce fresh culinary experiences and vibrant social spaces for both guests and residents.” says Sushanth.
SUSHANTH NAMBIAR
General Manager, Pullman Dubai Jumeirah Lakes Towers, Novotel & ibis Gate Abu Dhabi
TIM CORDON COO, Middle East, Africa & South East Asia Pacific, Radisson Hotel Group
With a portfolio now spanning the Middle East, Africa and South-East Asia Pacific, Tim Cordon oversees more than 220 hotels and their teams, one of the most extensive regional remits within Radisson Hotel Group. His leadership is both expansive and impactful, combining commercial acumen with a deep-rooted focus on people, purpose and performance.
In 2024, Radisson’s “Move to Zero” initiative, championed by Tim earned the Sustainable Hospitality Initiative of the Year. This wasn’t just another ESG campaign; it was a global staff engagement movement that showed sustainability can be a shared mission, not just a corporate goal. Under his leadership, purpose and profits aren't at odds, they’re mutually reinforcing.
Operationally, Tim has hard-wired data into Radisson’s decision-making. He led the rollout of Pulse by RHG, a mobile business intelligence platform that gives every GM access to live performance data, helping them identify opportunities instantly while giving owners real-time visibility into metrics like RevPAR.
But what truly defines Tim’s approach is his people-first philosophy. He sets a clear standard: great leadership is built on generosity, selflessness and alignment with collective goals. This ethos has translated into high employee engagement scores and record guest satisfaction levels across the region.
Tim Cordon is considered a hospitality heavyweight because he doesn’t just manage scale, he transforms it. With consistent expansion, climate-forward conversions, digital innovation and a leadership style rooted in trust, he represents the modern face of global hospitality.
“Tim Cordon is considered a hospitality heavyweight because he doesn’t just manage scale, he transforms it.
UNLOCK A NEW AMENITY: IN-HOTEL MUSIC BOOTH
1.4 Billion International Travelers
140 Million Music Travelers
And they can all be your
guests.
Why Add MUSIC BOOTH to Your Hotel?
• Transform your hotel into a Musicians Friendly destination
• Increases guest satisfaction with added value services
• Generate new revenue through bookings or experience packages
• Compliments lobbies, lounges, business centers, or wellness areas
Guests can book and access it instantly via our Mobile App and Smart Lock - no staff needed.
Be part of the next evolution in hospitality. Contact us today to get started.
NICOLE MRAD, Founder, Cup N Cakes Dubai
SWEET SUCCESS
Nicole Mrad didn’t plan to launch an empire from her kitchen counter. But after one birthday cake turned into two, and two into twenty, it became clear this wasn’t just a late-night hobby, it was the start of something much bigger. Fast forward to today, and Nicole is one of Dubai’s culinary creatives. From whimsical 3D cakes to gourmet catering and her latest venture, Czar Caviar, Nicole has become a go-to name for high-end events with flair.
In her own words, she shares what keeps the oven hot, the ideas flowing and the clients coming back for more. “It all started in my kitchen with late-night baking sessions and a whole lot of passion,” she says. One custom cake led to another, and before long, her oven barely got a break. “The real push was seeing how my desserts brought people joy, that’s when I knew it was more than a hobby.”
Living in Dubai played a huge role in her culinary evolution. “The mix of cultures pushed me to blend flavours, styles and presentation in unexpected ways,” Nicole says. “We all inspire each other here, competition is healthy. It keeps you creative.”
Cup N Cakes has built a reputation for creativity with a couture touch. “No two cakes are ever the same. We don’t copy-paste from the internet,” she says. “I believe in storytelling through cake, from the flavour to the final flourish.” Even with the help of AI for visual mock-ups, she insists the human touch will always be the most important ingredient.
Her creations have been voted Best Cake in Dubai three years in a row and she’s quick to credit flavour over flash. “Design can wow, but the taste seals the memory. No shortcuts, only high-quality ingredients. I’m in the kitchen with my team until 4 AM if that’s what it takes.” Her design inspirations come from everywhere: fashion runways, art galleries, cartoons and even middle-of-the-night ideas. “Sometimes I just wake up with a crazy cake concept and I have to make it happen!”
Nicole’s second venture, Cuisine with Nicole, brings her signature style to the catering world. “I wanted to fill the gap between gourmet food and personal service,” she says. Think bold flavours, chic plating and no boring buffets. “I love surprising clients with extra dishes or complimentary setups. It keeps them coming back.” Her high-end canapés are designed to impress both the eye and the palate. “The eye takes the first bite, but the flavour makes you come back for seconds,” she laughs. “I test everything myself, sometimes too many times. Curvy I am and always will be!”
Whether she’s catering a children’s birthday party or a luxury corporate event, Nicole takes the time to understand
the client’s vision. “Every event has its own energy. I listen; that’s the secret.”
As a mother, chef, entrepreneur and content creator, Nicole wears many hats. “Coffee, calendars and passion,” she jokes. “I’ve learned to embrace the chaos and ask for help. My kids keep me grounded; they’re my best critics and biggest fans.”
Her creative process for recipe development is part science lab, part daydream. “I start with a feeling or theme, sketch, taste, tweak… and repeat. I love bouncing ideas off the brands I work with.”
Nicole recently launched Czar Caviar and a new catering branch in Lebanon. “It’s caviar, but make it cool,” she says. Expanding to Lebanon was also about reconnecting with her roots and creating local jobs. “Dubai slows down in the summer, while Lebanon is booming, so why not stay active all year?” Bringing her brand to Lebanon hasn’t been without its challenges. “Sourcing and logistics can be tough, but it forces creativity. The Lebanese market is ready for something new and I’m proud to be part of that.”
Her digital presence across TikTok and Instagram has played a major role in her rise. “It gave my work a stage beyond Dubai, now 70% of my business comes from social. It’s my new storefront.” Thanks to Reels and trending content, Nicole says one viral cake can lead to ten new bookings. “Clients feel like they know me before we even meet. That personal connection is powerful.”
Proudest Moment?
“Opening in Lebanon was a full-circle moment,” she says. “But nothing beats hearing my kids say, ‘My mom made that cake!’
Going Global
“Absolutely!” she says when asked if Cuisine with Nicole will go international. “Paris… maybe Tokyo next?”
One Last Bite
If she could only eat one of her own creations forever? “Goat cheese ice cream with Czar caviar and lemon zest,” she says with zero hesitation.
What’s
Next?
More collaborations, a possible cookbook and maybe even a TV show. “Never say never,” she smiles.
Inside the Sanctuary
With its roots steeped in time-honoured Asian traditions, Banyan Tree Spa has become synonymous with mindful, intentional wellness across the globe. At the helm in Dubai is Natthida Klangmontri, whose leadership blends purpose with presence. In this exclusive Q&A, she reflects on the spa’s unique philosophy, evolving guest expectations, and the timeless value of thoughtful care.
What sets Banyan Tree’s spa philosophy apart from other wellness brands?
What truly sets Banyan Tree Spa apart is its deep connection to time-honoured Asian traditions and a holistic approach that goes beyond the typical wellbeing offering.
Rooted in the brand’s ethos of ‘Sanctuary for the Senses,’ every experience is thoughtfully crafted to restore harmony between mind, body, and spirit. Our approach is guided by
eight pillars of wellbeing: Rest, Nourishment, Movement, Mindfulness, Connection, Growth, Groundedness, and Practice.
At Banyan Tree Spa, we take an intentional approach to wellness. Each ritual is grounded in a belief in the healing power of human touch. Our therapists are trained at Banyan Tree Spa Academies, renowned for their intensive programmes in traditional massage techniques, mindfulness practices, and personalised care. More than a spa, it’s a philosophy of living well, one that encourages guests to rediscover balance and embrace wellness as a personal journey.
How do you bring Banyan Tree’s Asian heritage into the guest experience here in Dubai?
Our Asian heritage is the foundation of everything we do. Our treatment menu is rooted in ancient healing traditions from across the region and brought to life through rituals that are both sensory and spiritual.
Guests are welcomed with traditional customs such as our signature foot bath ceremony, calming herbal infusions, and respectful greetings from therapists all of whom undergo 650 hours of in-house training at our Spa Academy.
Our treatments draw inspiration from Thai, Balinese, and Chinese therapies, using handcrafted oils and natural ingredients known for their therapeutic benefits. The spa’s design also reflects this heritage: every room is a private sanctuary, echoing the calm, simplicity, and elegance of Asian wellbeing culture.
NATTHIDA KLANGMONTRI, Director, Banyan Tree Spa
What’s one signature treatment at the spa that guests keep coming back for?
Can I mention two?
The Rainforest is a Banyan Tree innovation and the only experience of its kind in Dubai. This immersive hydrothermal journey is designed to awaken the senses and reset the body through a curated circuit of experiences, including a rain walk, vitality pools, therapeutic water jets, an ice fountain, and steam and sauna rooms.
“I lead by example and stay involved, whether it’s helping out during busy times, supporting operations, or facilitating daily training to uphold our standards.
It’s a multisensory escape that perfectly complements any wellness journey.
Equally popular is The Royal Banyan, a signature treatment that encapsulates the essence of the Banyan Tree philosophy. It features a full pampering experience, from a herbal-infused body scrub to a soothing bath culminating in a massage that blends Thai herbal pouches with oil-based techniques, ending with a relaxing jade stone facial massage.
Have you noticed any changes in what guests are looking for in a spa experience today?
Absolutely. Today’s spa-goers are looking for more than just relaxation, they seek distinctive, luxurious and personalised experiences. There’s a clear shift toward bespoke wellness journeys, where intuitive service and thoughtful detail make all the difference.
At Banyan Tree Spa, we take time to understand each guest’s needs and tailor our approach accordingly. From preferred massage pressure to personalised herbal infusions, our therapists are trained to focus on small but meaningful touches that leave a lasting impression.
What’s the most important thing to get right when creating a memorable spa visit?
Understanding that no two guests are the same. A memorable spa experience is built on personalisation, from the welcome ritual to treatment preferences and those subtle, thoughtful details throughout.
Guests remember how you made them feel, which is why intuitive care matters. Whether it’s adjusting the room temperature, selecting the right oil, or simply offering a warm smile, these gestures elevate the experience.
Consistency is just as crucial. Every touchpoint from greeting to farewell, should reflect a high standard of care. When guests feel seen, heard, and genuinely cared for, they come back.
What’s your personal approach to leadership within your team?
My leadership style is rooted in presence and purpose. I lead by example and stay involved, whether it’s helping out during busy times, supporting operations, or facilitating daily training to uphold our standards.
I also believe in cultivating a positive culture of trust, recognition and support. Just as we care for our guests, I believe in caring for our team, celebrating wins, encouraging growth and creating positive energy that flows through every guest interaction. Leadership, to me, is about lifting others and fostering a shared sense of pride in what we do.
Are there any wellness trends you’re particularly excited about right now?
One of the most exciting shifts is the increasing focus on holistic mental health. We’re seeing more therapies that support both emotional and physical well-being, like treatments that blend massage, sound healing, aromatherapy and meditation. This integrative approach is here to stay.
Another important trend is sustainable wellness. Guests want to understand where products come from, how treatments affect the planet, and whether their wellness choices align with their values. Sustainability has always been part of Banyan Tree’s DNA, so we’re glad to see this gaining more traction.
Finally, multi-sensory and ritual-based wellness experiences are rising, like breathwork, contrast hydrotherapy and ancient healing techniques because they offer genuine transformation and resonance.
What’s one wellness ritual you personally practice every day?
I’m an early riser, so I start my day with a glass of water and a meditation session on the Calm app. I follow that with a brisk 5km walk or a gym session to awaken the body.
In the evening, I unplug from all digital distractions at least two hours before bed. I also cook daily, it’s meditative and allows me to nourish both my body and mind with intention. These small, consistent rituals help me stay grounded and energised.
If you could design a dream treatment or spa experience, what would it include?
My dream treatment would be a timeless journey inspired by Thai wellness rituals. It would start with an herbal steam, followed by a traditional herbal poultice massage to release tension and stimulate circulation, and conclude with a deeply relaxing Thai massage.
While there’s always excitement around new trends, I believe in the enduring power of simplicity and authenticity. A spa experience doesn’t need to be complicated, it needs to be intentional, soulful and rooted in tradition.
What do you hope every guest takes away from their time at Banyan Tree Spa? Happiness!
I truly believe that when guests leave feeling happy, restored, and seen, they’re more likely to return. That sense of happiness however, personal or subtle, is the most powerful outcome we can offer.
“Guests want to understand where products come from, how treatments affect the planet, and whether their wellness choices align with their values.
Middle East Tourism and Hospitality Go Immersive
BY SAMUEL HUBER, CEO OF MENA AND GLOBAL PRESIDENT OF ENTERPRISE AT NAPSTER CORP.
The Middle East’s travel and hospitality sector is undergoing a digital transformation, one where the visitor journey now begins long before a flight is booked. Thanks to rapid innovation in immersive platforms, travellers can explore destinations, design tailored itineraries and even preview hotel stays through interactive digital experiences. From panoramic flythroughs of Dubai’s skyline to holographic walkthroughs of Riyadh’s future landmarks, these technologies are no longer experimental; they’re becoming essential to the region’s most ambitious tourism strategies blending culture, commerce and connectivity in entirely new ways.
The Gulf’s travel and tourism sector contributed 11.4% to GDP in 2024, reaching US$247.1 billion, according to GCC-Stat. UAE hotels generated AED45 billion in revenue and ended the year with an impressive 78% occupancy rate, placing it among global hospitality leaders. Experts and policymakers are increasingly attributing this success to the growing impact of immersive media.
Embracing the Immersive Shift
The post-2020 landscape marked a tipping point. As pandemic-era restrictions grounded planes and shuttered
borders, a digital tide surged forward. Virtual museum tours, online pavilions from Expo 2020 Dubai, and sweeping flythroughs of a digitised Dubai transformed from experimental novelties to enduring fixtures. What began as temporary stand-ins rapidly matured into cornerstone experiences, now institutionalised by tourism authorities and commercial operators alike.
Both the UAE and Saudi Arabia are integrating virtual and augmented reality into the heart of their tourism infrastructure but they’re doing so in strategically distinct ways.
Dubai: Smart Itineraries and Pre‑Arrival Personalisation
Dubai’s Department of Economy and Tourism has unveiled AI-enhanced virtual reality services that allow travellers to explore custom itineraries before they even arrive. This immersive platform links directly to the city’s broader smart services, aligning tourism with Dubai’s larger ambitions as a data-first, digital-forward destination.
Moreover, virtual previews are being used as powerful investor tools giving stakeholders a sense of demand and feasibility for hospitality projects still on the drawing board.
Saudi Arabia: VR as an Exportable Experience
The article Immersive architectural tourism n Saudi Arabia by PwC explores how the country is integrating immersive technologies such as virtual reality (VR) and augmented reality (AR), into its tourism sector to enhance the visitor experience and preserve its rich cultural heritage.
Aligned with Saudi Arabia's Vision 2030, the initiative aims to showcase the nation's architectural evolution, from ancient sites like The Ain Ancient Village to modern landmarks like Ithra. By leveraging immersive technologies, the country seeks to provide global audiences with interactive, 3D virtual tours that offer historical context, architectural insights and cultural significance.
How the Tech is Being Used on the Ground
Across the region, immersive technology is moving beyond the wow factor to deliver tangible, often immediate results.
At the Louvre Abu Dhabi, virtual visitors can wander through digitised galleries, zooming in on key artefacts while listening to curators in three languages. Meanwhile, Dubai 360 allows users to glide virtually above iconic landmarks like the Palm Jumeirah and Burj Al Arab via 8K gigapixel photography, often triggering spikes in flight searches within just hours of peak activity.
On Yas Island, real-time rendered immersive previews of rollercoasters, restaurants and hotel suites are designed to push users from curious browsers to confirmed bookers. At Atlantis The Royal, technology is used to enhance the hotel’s wellbeing offering. Its state-of-the-art Awaken Fitness centre is equipped with Technogym Outrace, a fitness studio for live training and virtual
classes in partnership with LVL Wellbeing.
Beyond Booking: Culture, Access and Soft Power Immersive
technology doesn’t just boost tourism, it broadens access to culture
School children, older travellers and diaspora audiences can now engage with Gulf heritage from anywhere in the world. The Saudi Heritage virtual platform, for example, drew users from 68 countries in just three months.
These tools also help manage the flow of tourism during peak and off-season travel times. Off-season VR visits smooth demand across the year, while on-site headsets reduce the need for physical crowding at historic locations like AlUla.
Challenges and How Policymakers Plan to Fix Them
While high headset costs, limited localised content and motion sensitivity continue to challenge widespread XR adoption, governments across the region are actively removing barriers. From subsidising VR hardware for cultural and hospitality sectors to opening up the 5G spectrum and investing in future-ready talent through programs like Dubai Future Accelerators and the Saudi Digital Academy, momentum is building.
However, to truly scale, the conversation must evolve beyond headsets. As Napster Corpy emphasises, web-based immersive experiences are the key to accessibility at scale. By focusing on browser-enabled XR, brands can engage broader audiences without the friction of hardware dependencies making the metaverse more inclusive, adaptable and commercially viable.
What Comes Next: From Pilots to Platforms
The region is now moving beyond isolated pilot programs. Policymakers are focusing on unified national platforms that blend transport, accommodation, attractions and real-time services delivered through a unified immersive interface. As these platforms scale, immersive experiences will move from being a competitive edge to an operational standard.
The Middle East isn’t just embracing immersive technology; it’s shaping a global model for how tourism economies can blend innovation with cultural preservation and commercial growth.
“The Middle East’s travel and hospitality sector is undergoing a digital transformation, one where the visitor journey now begins long before a flight is booked.
FOR THE FUTURE OF HOTEL REVENUE MANAGEMENT LOOK TO AIRLINES
BY MARTIN KUBLER, CHIEF
Airline pricing and hotel pricing have always been relatively closely linked. Where airlines led, hotels often followed, think strategic overbooking or dynamic pricing. Recently, Delta Airlines issued a surprisingly open update about changes to its ticket pricing. The statement outlined Delta’s intention to embrace AI-driven personalised pricing and marks a significant shift in
how services might be valued and sold, carrying profound implications for the hospitality industry, particularly in hotel room pricing and the evolving role of revenue managers.
Firstly, what’s Delta actually changing? The airline is moving away from static, set prices to a system where artificial intelligence determines how much an individual customer will pay for a ticket. This strategy aims to
maximise revenue by assessing an individual's "willingness to pay." Delta's president describes the AI as a "super analyst" that continuously processes vast amounts of real-time data, including previous purchases and browse patterns, to generate a unique price for each search. By the end of 2025, Delta plans for AI to influence 20% of its US fares, with the long-term goal of entirely eliminating fixed pricing.
The parallels between airline and hotel revenue management are striking, and Delta's AI model could easily translate to the hospitality sector. Hotels have long utilised dynamic pricing, adjusting rates based on demand, seasonality and competitor prices. However, AI-driven personalised pricing takes this a step further, allowing hotels to:
> Individualised Rates: Beyond current dynamic pricing, AI could enable hotels to offer unique rates to individual guests based on their Browse history, past booking behaviour, loyalty status and even the device they are using. For instance, a frequent business traveller might see a different price for the same room than a leisure traveller on a budget.
> Real time Optimisation: AI systems can process millions of data points instantaneously, enabling hotels to adjust rates not just daily, but potentially by the hour or minute, reacting to micro-fluctuations in demand and supply more effectively than human managers.
> Predictive Demand Forecasting: AI can analyse complex variables, from local events and social media sentiment to weather patterns, to forecast demand with unprecedented accuracy, allowing hotels to proactively optimise rates.
> Revenue Maximisation: By precisely matching prices to individual willingness to pay, hotels could significantly boost RevPAR (Revenue Per Available Room) and overall profitability, ensuring they capitalise on every potential booking.
SLOTH AT THE GLUTTONOUS SLOTH, HORECA CONSULTING WITH ATTITUDE
Just as with airlines, the implementation of highly personalised pricing in hotels could lead to concerns about price discrimination, fairness and transparency. Guests might feel exploited if they discover others paid significantly less for the same room, potentially eroding brand loyalty and trust. Hotels would need to navigate these ethical considerations carefully, perhaps by offering clear value propositions for varying price points or maintaining a degree of transparency in their dynamic pricing logic.
The advent of sophisticated AI dynamic pricing systems will fundamentally reshape the role of hotel revenue managers. Their function will shift from manual data analysis and rate adjustments to a more strategic, oversight and interpretative capacity:
Revenue managers will spend less time on tedious spreadsheet updates and more on high-level strategic planning. Their expertise will be crucial in defining the parameters for AI algorithms, setting pricing guardrails and understanding the "why" behind AI recommendations. A critical part of their role will involve continuously monitoring the performance of AI models, auditing for bias or drift and ensuring compliance with regulations related to pricing and data privacy. They will be responsible for ensuring that AI-driven pricing remains fair and aligned with brand values.
Proficiency in using advanced AI-powered revenue optimisation solutions will be non-negotiable. They will need to integrate these tools with existing Property Management Systems (PMS) and Customer Relationship Management
(CRM) systems. Effective collaboration with sales, marketing and operations teams will become even more vital, as personalised pricing strategies require a unified approach across the entire guest journey. Revenue managers will need to communicate complex pricing decisions and their rationale across departments.
In essence, AI will empower revenue managers to make faster, more data-driven decisions, but their human intuition, strategic thinking and understanding of market nuances will remain indispensable. They will evolve into strategic architects of hotel profitability, leveraging AI to unlock new levels of revenue optimisation while navigating the complexities of customer perception and ethical pricing. Hotels that embrace this AI-driven future and empower their revenue management teams to adapt, will be best positioned to thrive in an increasingly personalised marketplace.
Personally, I’m okay with dynamic pricing using outside factors such as events, remaining inventory and likely travel patterns/seasonality to make decisions. I do, though, have an issue with personal factors like browsing patterns and general online activity being taken into account. Particularly looking forward to the impact the spread of AI-enabled smart glasses will have, the introduction of AI-powered room pricing is likely to lead to all sorts of weird occurances. I might spend an evening with friends of whom one is wearing smart glasses, and the AI might use the data it gathers from what the glasses see to influence how much my hotel room costs the next time I book it? Think I’m paranoid? Convince me that this isn’t at least a remote likelihood.
“This summer, the UAE hospitality industry is poised for further growth, with five dynamic trends reshaping the F&B landscape.
5 F&B TRENDS THIS SUMMER SHAKING UP HOSPITALITY
TBY ALEXANDER PONOMAREV, CEO OF SYRVE MENA
he hospitality industry in the UAE is flourishing. Its food service industry, for example, was estimated to be worth $16.6 billion in 2024 and is expected to rise at a 12.2% compound annual growth rate (CAGR) to reach USD 50.2 billion by 2033. Dubai alone welcomed 18.7 million foreign tourists in 2024, each seeking not just a meal but a story, an experience and a taste of the future.
This summer, the UAE hospitality industry is poised for further growth, with five dynamic trends reshaping the F&B landscape, blending tradition with technology and sustainability with spectacle.
Food Transparency and Storytelling
Alongside high-quality food and good service, today's clients look for connection and authentic experiences. In response, eateries in Dubai and Abu Dhabi are emphasising chef narratives and the source of ingredients. There are now over a dozen "chef's table" experiences available, where guests interact directly with chefs, such as Solemann Haddad at Moonrise and Hadrien Villedeu at Chez Wam. These small gatherings create a heartfelt environment for discussions about the history, preparation techniques, and cultural significance of each meal.
Notably, WOOHOO at Kempinski The Boulevard, which recently made its debut, features "Chef Aiman," the world's first AI chef. The restaurant employs full traceability to ensure that patrons are aware of the environmental and ethical credentials of every component.
Localised Fusion and Reinvention: Heritage with a Twist
The UAE’s agricultural transformation is a testament to the growing demand for localisation. More than 30,000 farms now contribute to domestic agriculture and approximately 20% of the fruits and vegetables consumed are locally grown. This emphasis on local sourcing not only supports the UAE's economy but also connects diners to the region's rich agricultural heritage, fostering a sense of community and support.
Similarly, chefs across the country are bringing a contemporary twist to traditional recipes. Under the direction of Chef Faisal Alharmoodi, Abu Dhabi's Ryba is reinventing classic jasheed, an iconic dish made from shark meat and spices, as a beautiful, bite-sized arancini. As part of a larger historical resurgence, UNESCO-recognised foods like Harees are being reimagined with a modern presentation. By serving camel sliders with date BBQ, biryani arancini and Emirati
sushi with spiced prawns, Dubai's restaurants are pushing the envelope while respecting cultural heritage and appealing to a global clientele.
Experimental & Molecular Gastronomy: Dining as an Event
One of the most captivating trends is the rise of molecular and experimental dining. Dubai's molecular gastronomy scene is a sight to behold, with over 10 specialised restaurants offering science-driven culinary experiences. Renowned establishments like Tresind, recently awarded a Michelin star, and Molecule in Dubai Design District are at the forefront of this edible art, aromas and molecular transformations revolution.
Seven Paintings, a Van Gogh-inspired restaurant inside the Hyde Hotel, serves liquid paint on chocolate with edible brushstrokes. With prices at the higher end of the spectrum, starting at AED 1,200 per person, Address Downtown's Krasota and Rockfish at Jumeirah Al Naseem offer interactive courses, multisensory themes, and immersive video projections. Even well-known brands like Ossiano and At.mosphere provide culinary theatre at great heights, transforming meals into occasions.
Digital First Pop Ups and Virtual Brands: Reshaping Restaurant Real Estate
Digitalisation is a prominent trend worldwide and the food industry is no exception. When it comes to virtual dining innovation, the UAE is a global leader, with a rapid increase in tech-enabled dining and the emergence of ghost kitchens. The growth of digital dining is exemplified by Majid Al Futtaim's hybrid concept Halla Food at City Centre Me'aisem, which combines seven in-house virtual restaurants in a 3,000-square-foot facility with 34 dining seats. Consumers place their orders using delivery apps, self-service kiosks, or QR codes and then pick up their meals from automated cubbies.
More than 400 virtual restaurant brands are now active through approximately 80 ghost kitchens, generating over USD 800 million in online delivery revenue annually. Kitopi, one of the region’s major cloud kitchen operators, produces approximately one million meals monthly across 35+ kitchens for more than 120 restaurant brands. The ghost kitchen model is an attractive proposition for international brands looking to enter the UAE market, as it offers up to 70% cost savings compared to traditional restaurants, enabling rapid scaling across multiple locations.
Functional Foods & Mental Wellness Menus: Food That Feels Good
Meal design is increasingly centred on health and wellness. The market for functional beverages in the UAE is expanding at a compound annual growth rate (CAGR) of 8.6%, driven by customer demand for adaptogens (plant- and mushroom-based substances), botanicals and specialised formulas. High-end juice bars now serve drinks such as
kombucha, turmeric lattes and tonics containing adaptogens. This surge in popularity can be attributed to studies that relate probiotics to improved happiness and support the concept of a positive relationship between gut and brain health.
Wellness menus, which appeal to health-conscious consumers, combine flavour and form by using clean-label and plant-based products. Recipes inspired by national wellness campaigns incorporate superfoods and herbs that promote stress reduction, immunity and cognitive function.
The Path Ahead
Transparency, heritage fusion, gourmet innovation, digital disruption and functional wellness are the five trends that are shaping the hospitality scene in the UAE. With a growing base of tech-savvy customers and millions of tourists from around the world who seek innovation, the UAE is not just adapting to these trends but also leading the way in experiential, sustainable and customised dining.
Summer 2025 may be remembered as the season that elevated dining in the Emirates to a new level. As long as restaurants continue to source locally, craft their narratives and promote sensory journeys and healthy menus, the UAE will continue to offer unique and intriguing dining experiences that will leave visitors and locals alike eager to explore more.
FROM MASTERCHEF TO DUBAI
Chef Karishma Sakhrani is carving out a space in Dubai’s dynamic dining scene with Viceroy’s Table, a concept that blends heritage with modernity, indulgence with nutrition, and nostalgia with bold reinvention. In this exclusive Q&A, she shares the philosophy behind her menu, the journey from MasterChef to the Middle East and how she’s putting Indian cuisine on a global pedestal without ever losing its soul.
Let’s start with the inspiration behind Viceroy’s Table. What defines the menu?
At Viceroy’s Table, the menu is truly an ode to British-Indian colonial cuisine,
one that celebrates our rich culinary heritage while reimagining it through a contemporary lens. My approach is rooted in nostalgia and storytelling, but always with a forward-thinking twist. Each dish pays homage to traditional techniques and regional flavours, yet is presented in a way that feels fresh, modern and approachable to a global audience. I believe in surprising diners with unexpected combinations and thoughtful plating, while still evoking that comforting familiarity that makes Indian food so special.
Your dishes are indulgent, yet nutritionally rich. How do you strike that balance?
For me, indulgence and nutrition do not have to be at odds. My philosophy is to create dishes that nourish both the body and the soul. I love working with wholesome, seasonal ingredients, lots of fresh vegetables, quality proteins and ancient grains, and layering them with bold, vibrant flavours. By focusing on techniques that highlight the natural taste of the produce and using minimal processing, the dishes remain light yet deeply satisfying. The goal is always to make people feel good, both during and after the meal.
CHEF KARISHMA SAKHRANI, Viceroy’s Table
You’ve also built a reputation for prioritising quality and sustainability in the kitchen. Tell us more.
Sourcing is at the heart of my culinary ethos. I believe that exceptional dishes begin with exceptional ingredients. I prioritise local, organic and sustainably sourced produce wherever possible. I also work closely with suppliers who share this commitment to responsible practices. Sustainability extends beyond sourcing; it’s about minimising food waste, respecting seasonality and being mindful of our overall footprint in the kitchen. By focusing on quality and sustainability, we’re not only serving better food but also contributing to a better future.
You first gained national recognition on MasterChef India. How did that experience shape your path?
MasterChef India was truly a turning point for me; it gave me the platform to explore my culinary voice and share my love for food with a wider audience. It also taught me resilience, creativity under pressure and the importance of constant learning. After the show, I immersed myself in culinary experiences around the world, from pop-ups and private dinners to collaborations and consulting projects.
And now, Dubai. What does Viceroy’s Table represent for you personally?
Moving to Dubai and launching Viceroy’s Table has been an incredibly rewarding chapter. It’s a culmination of my learnings, my personal stories and my vision for Indian cuisine on a global platform. It feels like coming full circle, but with so much more growth and possibility ahead.
A Luxury Beachfront Escape
Boasting one of the destination’s most enviable settings, Anantara Mina Al Arab Ras Al Khaimah Resort sits on a private peninsula of golden sands, overlooking a mangrove lagoon and the open ocean. Bask in the emirate’s first overwater villas. Savour global flavours with exquisite dining experiences. Embark on sea adventures or cocoon yourself in spa tranquility.
