In an exclusive interview, Bhavesh Rawal reveals how AlUla’s unique blend of heritage, nature and luxury creates transformative, authentic guest experiences in Ashar Valley.
What makes AlUla’s hospitality identity unique in Saudi Arabia?
AlUla is truly unlike anywhere I have worked, offering an immersive and heritage-rooted experience that redefines traditional luxury standards. In contrast to Riyadh and Jeddah, which emphasize urban sophistication and business, AlUla positions itself as Saudi Arabia’s cultural heart. What truly sets it apart is its seamless blend of ancient history, striking landscapes, local art and modern hospitality practices. At Banyan Tree AlUla and throughout Ashar Valley, we intentionally design every detail to honor the land and stir emotion. This deep commitment to authenticity, combined with elevated comfort, creates a rare harmony that distinguishes AlUla as genuinely extraordinary. Ultimately, that meaningful balance between legacy and luxury is what compelled me to be part of AlUla’s inspiring journey.
Who is the target market?
The travelers we welcome to AlUla are, above all, explorers at heart. They are curious, intentional and driven by meaningful discovery. Often, I meet guests who’ve traveled widely and now seek something deeper. From adventurous millennials to refined luxury seekers, they arrive from Europe, the GCC, Asia and other culturally rich corners of the world. What unites them, however, is a shared desire for authentic experiences that prioritize sustainability, personalization and a genuine sense of place. They’re not simply here to unwind; instead, they come to feel something real, something that stays with them long after they leave.
What trends are you seeing among those visiting AlUla?
One of today’s most exciting travel trends is the rise of slow travel, where guests stay longer and engage more meaningfully. As a result, we’re seeing growing interest in wellness stays, eco-conscious accommodations and thoughtfully curated, private experiences across AlUla. Activities such as stargazing, archaeological explorations and farm-to-table dinners beneath the stars resonate with mindful, modern travelers.
On a personal level, I’ve witnessed guests deeply moved by the desert’s stillness or by stories tied to ancient landmarks. Clearly, AlUla is evolving. It is no longer a hidden gem but rather a sought-after destination for those drawn to culture and authenticity. In essence, it’s where nature, heritage and emotion converge, offering transformative experiences for travelers seeking more than just a beautiful place.
What are the unique challenges of building and running hotels in AlUla?
There’s no established playbook for AlUla and, in many ways, that’s exactly what makes working here so creatively fulfilling. The dramatic terrain, remote setting and extreme climate require a rare mix of adaptability, foresight and problem-solving from every team. Operationally, everything demands greater planning, from transporting building materials to ensuring our teams are properly housed, trained and supported on-site. Yet, for me, the most profound challenge is also the most important responsibility: safeguarding AlUla’s environmental and cultural integrity. That’s why every choice we make is grounded in deep respect for the land’s natural beauty and historical significance. Equally important, we invest in training and empowering both local and global team members to elevate service and nurture future leaders.
How central are curated experiences in AlUla compared to standard city stays?
In AlUla, the hotel is just the beginning. Our greater role is to guide guests toward meaningful and lasting transformation. We act as storytellers and connectors, offering curated access to experiences that leave emotional imprints and deepen each traveler’s journey. I’ve seen guests cry after a private Hegra tour or feel rejuvenated following sunrise meditation deep in the canyons. Here, culture and nature are the true protagonists, and our responsibility is to open doors to them in intimate, personal ways. Unlike urban luxury, which often feels transactional, AlUla’s version of luxury is emotional, rooted in memory, impact and soulful discovery. This emotional resonance is what elevates every moment, turning a stay into something far more powerful than just a getaway.
What are your plans for the Ashar Valley?
My vision for AlUla, and Ashar Valley specifically, is to expand its global presence as a destination rooted in culture and nature. We’re focused on enriching the guest journey by strengthening synergy across Banyan Tree AlUla, Caravan and Habitas within one shared landscape. This allows travelers to experience different dimensions of luxury, adventure and mindfulness, seamlessly connected within AlUla’s powerful natural and cultural setting. Additionally, there’s untapped potential in reimagining seasonal travel, especially during summer and Ramadan, with wellness, culture and valley-inspired adventure offerings. These programs are being designed to align with the unique rhythms of the land and evolving desires of today’s conscious guests. Another strategic priority is accessibility collaborating with partners to offer curated journeys that simplify flights, transfers and personalized experiences from the start. Alongside this, we’re elevating visibility through brand partnerships, strategic campaigns and immersive activations targeting high-value audiences across regional and global markets. But more than just growing in footprint, our aim is to grow in meaning delivering thoughtful value through excellence and innovation. This is about building a destination that invites return visits, sparks personal transformation and sets new benchmarks for regional hospitality experiences. AlUla isn’t simply where we work it’s a place we believe in, and every effort is a tribute to its future.
