In a buoyant regional market, Chedi Hospitality is expanding its presence through a growth strategy rooted in authentic luxury and cultural stewardship. CEO Stephan Schupbach tells HN how the group is curating experiences that go beyond simple stays to give high-end guests a deeper sense of connection and place.
How is the regional industry faring compared to other markets?
The Middle East continues to outperform many global markets in terms of development and innovation. This strength is driven by high safety indexes across destinations, preferential taxation benefits, strong government leadership and directives, as well as strategic investment in tourism infrastructure. The region is in a sustained growth cycle driven by ambitious national tourism strategies, world-class airports and airlines, and a young, experience-driven population.
What makes the Middle East stand out is the scale of investment beyond hotel rooms into entire lifestyle ecosystems, from UNESCO heritage destinations to next-generation leisure hubs. For example, Oman’s stable leadership and regulatory environment have helped The Chedi Muscat maintain its position as a benchmark for understated luxury. In Saudi Arabia, forward-thinking policies are opening extraordinary heritage sites like AlUla to the world. In Qatar, The Chedi Katara Hotel & Resort has already established itself as a cornerstone of Doha’s luxury hospitality scene. Consequently, it reflects the country’s bold tourism strategy and growing reputation for cultural and lifestyle experiences. And in the UAE, world-class safety standards and pro-business policies have enabled the rapid rise of branded residences, which also opened up an opportunity for our own Chedi Private Residences in Dubai. It’s exciting to see the Middle East setting benchmarks for the rest of the world.
How are your properties performing in the Middle East?
Our Middle East portfolio is performing exceptionally well, consistently outpacing its competitive set. In Oman, The Chedi Muscat remains a regional icon thanks to a loyal international following and an increasingly sophisticated domestic clientele.
In Saudi Arabia, The Chedi Hegra is creating unprecedented demand for heritage-driven luxury within a UNESCO World Heritage site, already generating global press. We have also recently announced The Chedi Residences Wadi Safar, a landmark project in Saudi Arabia’s cultural heartland that brings our approach to luxury living to one of the kingdom’s most ambitious master developments.
In Dubai, The Chedi Private Residences has achieved strong pre-sales. This underlines investor confidence and the appeal of our design and service proposition. We are also preparing to announce a new branded residences project for 2026, further expanding our footprint in the UAE.
What projects are in the Chedi pipeline?
We are very excited about our regional pipeline. In Saudi Arabia, The Chedi Wadi Safar benefits from an exceptional setting at the heart of Diriyah, surrounded by a dramatic wadi landscape and directly adjacent to an iconic Greg Norman-designed golf course and the world’s largest clubhouse.
Meanwhile, in the UAE, The Chedi Private Residences occupies a similarly sought-after location in Dubai. Situated on Sheikh Zayed Road with sweeping Palm Island views and easy access to Dubai’s most prestigious districts, it represents a rare fusion of branded residences and the Chedi ethos.
We are also developing the Serai hotel brand – a technology and lifestyle-driven concept tailored for the next generation of travelers. This includes destination-led innovation such as the Water Tank project, envisioned to be the world’s deepest dive experience.
Beyond hotels and residences, we are preparing to launch an independent restaurant company, leveraging our culinary DNA to create world-class dining destinations.
Which markets are you most interested in entering?
We are focused on creating a truly global presence in bucket-list and under-discovered destinations. Our vision is to take historic or rural locations and bring them back to life as they were 50 years ago: places where everything was organic, community-centered and healthy. By transforming old villages into thriving hubs of authentic hospitality, we can offer guests experiences that feel both timeless and restorative.
This approach allows us to move beyond conventional resort locations into places of extraordinary cultural depth and natural beauty. Our expansion is focused more on impact than volume, ensuring each new property revitalizes its destination and offers guests something genuinely new.
What are the latest trends in luxury hospitality?
Luxury travelers are increasingly prioritizing privacy, generous space and access to nature, alongside high-quality health and fitness services. Rather than over-programmed stays, they want the freedom to customize their own experience, with wellness, cultural immersion and fitness seamlessly integrated into their itinerary.
At the same time, we see a move away from wellness fads toward holistic, evidence-based wellbeing. While longevity clinics and biohacking retreats are trending globally, our focus is not on following short-term trends but on creating timeless environments that genuinely restore and rejuvenate guests.
Another defining shift is toward places that feel like sanctuaries, hotels as private enclaves where guests can recalibrate, reconnect and restore. Technology is now expected to be invisible yet effective, enabling seamless service without intruding on privacy. Meanwhile, sustainability is no longer a differentiator but an operational baseline: authentic partnerships with local communities, minimal environmental footprint and long-term stewardship of heritage and ecosystems.
What are the key differentiators that add value to the guest experience?
Several differentiators define how we add value. First, design and space: each Chedi property is a generous canvas thoughtfully composed to evoke serenity, curiosity and a sense of belonging. Second, cultural connection: we go beyond décor to embed local art, traditions and rituals into the guest experience, creating an authentic narrative rather than a themed backdrop. Third, personalization with intuition: our service style is unobtrusive yet attentive, anticipating needs while respecting privacy, an understated elegance that many guests find rare today. Fourth, stewardship: our projects are designed to honor and uplift their environments, from heritage preservation at Hegra to fostering long-term value for the destinations where we operate. Finally, community and continuity: through our Private Residences, clubs and lifestyle concepts, guests can extend their relationship with us beyond their stay. Every Chedi journey transcends a simple stay, inviting guests into the spirit of exploration, connection and cultural depth that defines ‘A Voyage Unbound.’
