The GCC has long been known for its luxurious hotel offer. Think shimmering 5 – not to say 7 – star hotels, oversized suites, uber-attentive service and high-end branded amenities that cater to the most demanding guests. Yet in recent years, a new wave of hotels has been turning the region’s hospitality scene on its head.

Game-changing concepts

Creative, unconventional lifestyle hotel brands are making their mark, bringing a bold new approach, typically characteristic of artsy and quirky cities. These properties are fusing the region’s core values and principles with idiosyncratic design, local expression of art and an extraordinary level of community involvement.

This fresh breed of properties is redefining the meaning of hotel stays in our region. Consequently, instead of the ‘same-old cookie-cutter’ luxury experience, guests are finding places that are vibrant, authentic and deeply connected with the local scene. Stays with a difference, where the local community is actively engaged in creating experiences, have been present for several years in cities such as LA, Berlin, New York and St Tropez, among others.

And now, in a long overdue shift, the trend is gaining momentum here, changing the game for travelers and locals. Intriguingly, it is not only sparking excitement but transforming the hospitality landscape as we used to know it.

Destinations in their own right

So what makes these hotels so special? At their core, lifestyle hotels are all about personality and flair. Much more than just places to sleep, they’re destinations in their own right. These hotels make every stay not just different but unforgettable. For example, they may dazzle guests with whimsical or uber-designed venues. Additionally, many offer immersive cultural experiences, interactive social spaces or creative programming.

Playful, living interiors, designed by cutting-edge creatives, are commonplace, while lively communal spaces allow locals and travelers to mingle and share thoughts and experiences. Menus, meanwhile, celebrate the very creativity of the consumer. It’s that magic and energy that set these hotel spots apart. Crucially, it’s a vibe craved by today’s Gen Z and millennial travelers. This vibe is authentic, energetic and totally ‘Instagrammable.’

Experiences over amenities

So why did it take so long for the regional market to embrace original lifestyle concepts? Put simply, it took the same time needed for Gen Z to reach the age – and have the required spending power – to visit these venues.

Mastercard research shows that over 50 percent of affluent travelers now seek immersive experiences rather than just fancy rooms. Within the MENA region, 38 percent are even ready to pay 30-50 percent more for stays that feel sustainable and culturally authentic. This is a clear sign that travelers want hotels that connect them with local life.

Millennials and Gen Z are leading the charge in luxury travel demand worldwide. Importantly, in the GCC, Gen X is also playing a significant role. This generational shift means that hotels can no longer simply focus on traditional luxury. Instead, they need to tap into the tastes and preferences of younger guests who value experiences, creativity and authenticity over predictable amenities.

Massive hotel pipeline growth

As of mid-2024, the MENA region had a staggering 607 projects with over 147,000 rooms under development. Luxury and upscale segments dominated this robust pipeline. Dubai alone added 2,700 rooms in the first half of 2024 and has a further 10,100 scheduled for end-2025. Significantly, 67 percent are in the luxury and upper-upscale categories. By the end of 2024, Dubai’s hotel room capacity had soared to nearly 154,000 rooms. These impressive figures underscore the region’s unstoppable growth trajectory and appetite for innovative concepts.

Original hospitality: style meets soul

Brands like Mama Shelter, 25hours and other innovative players are at the forefront of this hospitality revolution. Their creative, unconventional approach and the completely different guest experience they offer signal a landmark breakaway from the predictable. Stays resemble visits to a stylish, well-connected friend, for example, or a cool, wealthy aunt, rather than checking into a standard hotel. It’s this authenticity and vibrancy that is attracting travelers in droves.

These hotels’ playful aesthetics – think neon signs, quirky furniture, colorful murals and unexpected design details – stand out against the backdrop of traditional luxury towers. For younger travelers, they’re a refreshing alternative that reflect their values and tastes. And locals are equally enchanted. Why? Because these hotels often become go-to social spots with rooftop bars, live music and pop-up events that light up the community and create lasting memories.

Community connections

One of the most exciting aspects of lifestyle hotels is their deep commitment to community. Rather than being closed-off bubbles, they embrace the local cultural scene. For example, they collaborate with artists, designers, chefs and musicians to bring each property to life in its own way.

These hotels showcase local art, host pop-up markets filled with regional crafts and bring live local musicians into their bars. By doing so, they are giving travelers a true taste of the city’s culture. This community-driven model supports local talent, while creating a richer, more immersive experience for guests who want to truly connect with their location.

The approach also aligns perfectly with the region’s growing focus on cultural tourism and homegrown entrepreneurship. As governments and tourism boards champion more inclusive, experience-led offerings, lifestyle hotels are a natural partner in this vision.

A win-win for travelers and locals

The arrival of creative lifestyle hotels to the region is a win-win for everyone. Travelers get to enjoy memorable, design-forward stays that celebrate the local culture and spirit of the place they’re visiting. Additionally, locals get vibrant community hubs where they can meet friends, attend events and enjoy the best of their city’s food, art and music.

This dynamic is also helping to diversify the region’s tourism scene, while making it more resilient and giving it wider appeal. Rather than depending solely on traditional luxury or business travelers, destinations can now welcome experience-driven guests who are eager to discover the heart and soul of a place.

As the region grows into a global tourism powerhouse, quirky lifestyle hotels are reshaping the hospitality landscape. These innovative brands put authenticity, design and community front and center. Moreover, they offer experiences that go well beyond a room. For travelers, it’s about discovering destinations in a personal, memorable way. And for the region, it’s a chance to build a diverse, future-ready tourism ecosystem that mirrors the creativity of its people.

As the span of the regional hospitality offer begins to align with the world’s most creative cities, our own future is looking increasingly brighter. Here’s to a long overdue shift that answers the needs of new generations and to hotels that are as original and out-of-the-box as the travelers they seek to accommodate.