Which global hospitality trends are having the biggest impact on the MENA region?
Following global trends, the MENA region is increasingly attracting travelers seeking luxury, culture, sustainability, wellness and memorable moments. The MENA region’s hospitality industry is influenced by a variety of worldwide trends that reflect evolving consumer preferences, technological advances and economic shifts. Some key global hospitality trends that are making an impact in the MENA region include:
Travelers’ desire to authentically connect to a destination and culture in new, different and deeper ways: demand for distinctive, immersive and genuine cultural experience-based luxury travel is rising. With its high-end accommodation, upscale shopping offerings, distinctive natural settings and rich cultural legacy, the MENA region is well-positioned to benefit from this trend.
Sustainable tourism initiatives: sustainability is increasingly a key priority across the region. Hotels are putting waste reduction initiatives, energy-saving technology and green building policies into effect. Additionally, eco-friendly visitor experiences are rising in popularity since they appeal to environmentally aware tourists.
Focus on health and well-being: hotels are developing their spas and health centers as the wellness movement continues to gain traction. Nutrition-focused diets and healthy dining options are increasingly now commonplace. In line with this trend, hotels are also incorporating wellness technology in rooms.
Diversification of offerings: the regional hospitality industry is expanding to serve a wider spectrum of tourists. Although luxury is still an essential segment, mid-market and budget accommodation is becoming more popular to attract different demographics.
Integration of technology and digital transformation: innovations like contactless check-ins, smartphone apps for controlling the accommodation, AI-powered concierge services and smooth payment methods are all becoming the norm. Hotels in the MENA region are progressively implementing these technologies. For example, AI-powered chatbots for customer support and smart rooms in Dubai hotels are gaining popularity.
Business and leisure travel: with remote work on the rise and business travel expanding into holidays, we have noticed at Campbell Gray Hotels that bleisure travel is a growing trend. With their cutting-edge business centers and recreational attractions, MENA destinations are positioning themselves as ideal locations for bleisure tourists.
What do you see as the main drivers of hospitality excellence today?
Hospitality is all about the hyper- personalized service which, when delivered with quality, leads to guest satisfaction. Ultimately, the main driver within the hospitality industry is the customer experience. At its core, the hospitality industry revolves around providing exceptional service and creating memorable, personalized experiences for guests.
In the hospitality industry, hyper-personalization extends beyond simple preferences like room type or special demands. It entails using data, machine learning, artificial intelligence (AI) and customer insights to provide highly personalized experiences at each touchpoint. In this way, businesses can provide highly memorable stays by anticipating guests’ requirements. For example, a hyper-personalized approach might involve offering facilities that correspond with a guest’s past decisions and interests.
Hyper-personalization helps to enhance satisfaction. A stronger emotional bond is formed when guests feel valued, which increases the potential of positive online reviews and natural marketing. From the business side, AI and automation lighten the workload associated with repetitive operations, freeing up employees to concentrate on developing meaningful, customized and emotional human connections.
Which markets are on Campbell Gray Hotels’ radar right now?
Regions experiencing rapid economic growth and hubs for luxury travel and investment are among those of interest to us, particularly cities like Dubai, Amman and Doha in the Middle East, where we are already well established. Saudi Arabia’s expanding, innovative tourism infrastructure makes the country a prime target for luxury hospitality brands. Riyadh and Jeddah are earmarked for properties.
With its growing demand for exclusive, high-end hospitality experiences, Africa is also on Campbell Gray Hotels’ radar. And of course, we are interested in Europe, where it all started and where there is consistent demand for high-end accommodation.
How does Campbell Gray Hotels put its individual imprint on a project?
In all our projects, we focus on creating unique properties, designed and developed through strong storytelling and personalized experiences, sustainability and technology-driven innovations. The stories translated in our properties have their foundations in elements of the local culture or environment. It is that translation, blended with Campbell Gray Hotels’ unique luxury vocabulary and service, that gives them uniqueness.
Our sources of inspiration are usually distant from the mainstream and are recognizable elements of the cultures we embrace. For example, in one themed, mixed-use development and real estate community on the north coast of Egypt, we decided to create a luxury lifestyle theme, inspired by Palm Beach. We took ‘La Dolce Vita’ as the running theme, while infusing localization through high-end Cairo contemporary art. Everything was intertwined in a subtle way, combined with a personalized, refined service.
Can you update us on Campbell Gray Hotels’ regional expansion plans?
Campbell Gray Hotels is currently strengthening its expansion plans in the Middle East through strategic partnerships and new hospitality projects. The company has been selected by People & Places to lead several initiatives, including The Med, on Egypt’s north coast. This development will feature boutique hotels, branded residences, villas, restaurants, spa facilities and beach clubs. Another large mixed-use development with People & Places is Hills of One in Cairo. This will be a refined living experience in the prestigious New Zayed area, across from Sphinx International Airport.
Campbell Gray Hotels has also partnered with Valor Hospitality Partners to develop and manage various luxury and upscale hospitality offerings, including serviced apartments and beach clubs.
We also have The Gray Kings Polo, Egypt in the pipeline. In addition, we are about to sign more hotel and branded residence properties in the UAE, East Africa and Saudi Arabia, among others.
Campbell Gray Hotels is also expanding its food and beverage (F&B) portfolio, including outlets within our hotels, resorts and residences. In a separate development, we are opening standalone outlets and other F&B concepts, including our Café Gray in Dubai Hills, which was recently awarded ‘Best British restaurant 2024 -Good Food Middle East.’
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About author
Rita Ghantous
Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.
