< PreviousFeature / 2024 in review 30 / HOTELIERMIDDLEEAST.COM / DECEMBER 2024 that meets guests’ and external members’ evolving fitness and wellness requirements is crucial, and quality fitness and wellness facilities are welcomed and highly valued.” Whether it’s experiences that enable relaxation, detoxification or provide medical health benefits, travellers have been searching for something different that will impact their lives in a positive way. Burcak Orak, GM at Rixos Premium Saadiyat Island comments on the shifts in guest preferences he’s observed this year that reflect broader trends in luxury hospitality: “There was a notable rising demand for immersive wellness experiences, with guests actively seeking out offerings like our Retreat Day sessions, which feature ice baths, sound healing, and fly yoga. The popularity of these wellness activities highlighted the growing desire for holistic relaxation beyond traditional spa treatments.” Echoing the observation of guests looking for more than just the usual spa treatments, Jaime Simpson, GM at Jumeirah Mina Al Salam adds: “I’ve been impressed to see the focus on wellness with high- end travellers seeking advanced wellness services, like IV drips and personalised health screenings, integrated into hotel stays.” SLS Dubai is one example that has seen this in action. Spencer Wadama, GM at SLS Dubai shares how the 69th floor Ciel Spa offers a range of wellness options including yoga sessions and a variety of IV treatments that have clearly resonated with guests this year. “This shift highlights that guests now see wellness as an essential part of lifestyle hospitality,” concludes Wadama. Bleisure is the buzzword Bleisure travel continues to be a growing trend across the world and especially in the Middle East, a region that’s fast becoming a global hub for business and tourism. Travellers are more often extending their business trips to make time for personal leisure, to enjoy the unique cultural, luxury, and recreational offerings of the cities. “Bleisure is a growing trend that enables business travellers to blend work and leisure, giving them the chance to explore local culture, attractions, and relaxation options,” explains Bob Suri, GM at Four Seasons Abu Dhabi. According to Hotel Tech Report, this style of travel has been the case for 83 percent of global business travellers in the past year. The rise of the trend is particularly relevant for the Middle East, with Expedia reporting that 50 percent of bleisure travellers were influenced by factors such as the option for beaches and good weather. “The ongoing idea of mixing business and pleasure remains a strong trend,” says Zabeel House The Greens's GM, Sutton. “For many, the lines between working and vacation time is blurred given flexible working hours, the ongoing rise of the digital nomad and constant passion for connectivity." There’s clearly a growing market for it, as Statista predicts the global bleisure travel sector will swell to US$3.5 trillion by 2033. Hotels are noticeably adjusting to this shift by increasingly focusing on providing well-equipped meeting, co-working, and event facilities, in addition to perks and advice for exploring local, cultural attractions. A general demand for greater ease and convenience has also been evident this year. Gerrit Gräf, multi-property GM of JW Marriott Marquis Hotel Dubai and Dubai Marriott Harbour Hotel & Suites shares how guests have been showing a strong preference for “one-stop” experiences – where they can enjoy a range of amenities, services, and experiences all within the hotel itself, rather than having to travel across the city. He notes how this trend towards a “neighborhood oasis” concept reflects a desire for convenience, comfort, and comprehensive experiences in one destination, providing all of guests' need at their fingertips. “The shift towards ‘one-stop-shop’ experiences has extended beyond leisure travellers to conference planners, who increasingly seek properties that offer everything within the premises. This approach is particularly popular with planners who have limited time, as it allows them to maximise their time on-site while reducing travel within the city,” explains Gräf. Spencer Wadama Gerrit GräfFeature / 2024 in review DECEMBER 2024 / HOTELIERMIDDLEEAST.COM / 31 Personalisation and culture There’s been a unanimous observation across the board of guests’ growing affinity for personalised, cultural experiences in the Middle East this year. “We’ve seen a rising interest in authentic, local experiences, with guests seeking immersive interactions with UAE culture,” explains Sophie Blondel, GM at The H Dubai Hotel. “Our concierge team has responded by curating unique local tours and collaborations with local businesses, adding an enriching dimension to our guests’ stay.” Hussein Dayekh, managing director at Rosewood Jeddah adds: “Guests seek more than just luxury - they seek meaningful, memorable experiences rooted in discovery. This aligns with our philosophy of ‘Life Elevated by Discovery’, where every interaction tells a story and every service touchpoint contributes to an enriched experience. Additionally, there’s a strong demand for culturally connected services, like local entertainment and exclusive F&B offerings.” Hilton Palm Jumeirah’s hotel manager, Shadi Refai, echoes this sentiment, sharing how they have seen a marked rise in interest in authentic local culture. “Unlike previous years when cosmopolitan luxuries were top of mind, 2024 saw our guests exploring Dubai’s cultural roots. Curated cultural tours, immersive experiences in Old Dubai, and activities celebrating Emirati heritage have enriched our visitors’ stays with meaningful local connections,” says Refai. “In line with this cultural shift, we’ve also observed a heightened interest in hyper-local dining. While Dubai is known for its global cuisine, guests now seek dishes made from locally sourced, seasonal ingredients, sparking a resurgence in Emirati and regional flavours,” he continues. At ME Dubai, a brand renowned for its celebration of the arts and culture, the growing trend and desire for cultural experiences is one that has been welcomed. Elsa Lahoude, GM of ME Dubai explains how they have noticed travellers are increasingly seeking out boutique and lifestyle properties over “Unlike previous years, 2024 saw our guests exploring Dubai’s cultural roots” Shadi Refai, hotel manager at Hilton Palm Jumeirah ME DubaiFeature / 2024 in review 32 / HOTELIERMIDDLEEAST.COM / DECEMBER 2024 larger hotel chains, attracted by the unique designs, distinct brand stories, and more intimate experiences these hotels offer. As a result, many hotels are focusing more on building strong brand identities, creative interiors, and offering localised experiences that give guests a true sense of place. “We’ve noticed a strong trend toward personalisation, where guests are looking for unique touches like customised room decor and special amenities tailored to their preferences. Guests are also highly interested in experiencing the story behind the hotel, so we offer guided tours that delve into Zaha Hadid’s inspiration and vision for ME Dubai’s design. Our concierge team also plays a key role in enhancing the guest experience, offering personalised recommendations for the best dining, entertainment, and cultural activities both within the hotel and around Dubai,” says Lahoude. Embracing tech Technology continues to transform the hospitality industry in the Middle East, driven by the region’s ambitions to become a leading destination for luxury tourism and innovation. From AI-driven personalisation to smart systems, hotels are adopting innovative solutions to enhance the guest experience, improve efficiency and gain the competitive advantage. “Technology has been at the forefront of the hotel’s evolution this year as we adopt AI-powered and data-driven systems and tools to deliver a more personalised guest experience and make interactions as efficient and seamless as possible,” says Zabeel House the Greens's GM, Sutton. Implementing features like pre-arrival digital registration and contactless check-in options help to improve the guest journey, making it more time efficient and convenient. Some hotels in the UAE and Saudi are additionally experimenting with biometric authentication, using facial recognition and fingerprint scanning for faster, more secure check-ins. As technology continues to evolve at a fast pace, so do guest preferences and expectations for digital savviness during their stay. “Younger generations of travellers expect to have a seamless option of contactless experience, be it contactless check-in, payments, or mobile concierge and communication services. The trend of digital nomads blending business and leisure and work from anywhere is also not going anywhere,” says Pavlina Tarabova Alghamdi, GM, Meliá Desert Palm. At SLS Dubai, GM Wadama explains how the property piloted a couple of AI platforms this year, including ManyChat - a platform that utilises direct message marketing through social media platforms like Instagram. The aim was to engage with guests more effectively, meeting them in the digital space they frequent. The front office at SLS also introduced the Messagebox app to enable them to quickly respond to frequently asked questions and queries, improving the guest experience during their stay. With all of these innovations that aim to reduce friction for guests, Sutton reminds us: “While technology continues to impact our industry positively, it is of the utmost importance that hoteliers continue to leverage the power of human connection and personalised interactions.” Four Seasons BahrainFeature / 2024 in review DECEMBER 2024 / HOTELIERMIDDLEEAST.COM / 33 Pieter Van Beugen, GM at Doubletree by Hilton Resort & Spa, Marjan Island adds: “Guests are seeking a more seamless experience without sacrificing the human touch.” Sustainability is not a nice-to-have, it’s a requirement While the concept of sustainability is nothing new, it’s increasingly becoming a prominent deciding factor for consumers. With consumers also being more attuned to and unforgiving of greenwashing, it’s essential for businesses to focus on meaningful action as opposed to simply broadcasting ambitious but ultimately unachievable targets. “Eco-conscious luxury has taken on a new unexpected turn, with some guests specifically requesting accommodations that are close to zero waste, that minimise disposable amenities and use sustainable dining and biodegradable products. This trend has made hoteliers rethink their offerings and supply chains,” says Saurabh Tiwari, area director at Taj Hotels Middle East & CIS. In the hospitality industry in the Middle East this year, sustainability efforts have seen a step up, with many hotels making it a priority to reduce their carbon footprint and embrace more circular behaviour. “Sustainability is crucial, and we have implemented numerous initiatives to address it,” says Jason Rodger, GM at Four Seasons Hotel Bahrain. “We have water and energy- saving systems in place, and about 40 percent of our five-hectare [12-acre] private island is covered with trees and plants. Our wastewater is treated to irrigate our gardens, and we have water conservation measures to reduce water consumption. Additionally, we run a recycling program for cardboard, plastic, and aluminum, and we support local charities with different practices.” On-site water bottling is one feature that has become incredibly common across hotels in the Middle East this year, with properties making an effort to reduce plastic waste. Many hotels such as Hilton Dubai Palm Jumeirah, Four Seasons Abu Dhabi and Jumeirah Emirate Towers now have an in-house water systems, providing guests with potable water in resuable glass bottles. At Hilton Dubai Palm Jumeirah, Refai tells us how this has helped to bring the property to achieve 100 percent of its ESG targets in 2024 and become a plastic-free hotel. Jumeirah Emirate Towers' GM Anchan shares: “We’ve reduced our carbon footprint by sourcing 25 percent of our produce locally, achieved an 85 percent recycling rate with coffee pods in guest rooms, and saved around 600,000 plastic bottles annually with our in-house water system (Nordaq).” One brand that has been going a step further across all its properties is Minor Hotels’ Anantara. Tackling food waste is another way hotels can reduce their carbon footprint, and Anantara The Palm Dubai Resort implemented a holistic strategy over 12 months to do just that. In collaboration with sustainability expert Radhika Arapally from Sustainability Kiosk, the strategy focused on certification, supplier relationships and technology integration to tackle food waste. As a result of the resort’s approach to reduce food waste, it was awarded Gold level on The PLEDGE certification earlier this year, a third-party certification and benchmarking system tailored to hotels and restaurants. Another way hotels are achieving elevated levels of sustainability is from the moment they break ground – specifically in the way the new building is designed and constructed. A classic example of this is Anantara Mina Al Arab Ras Al Khaimah, which achieved LEED Gold certification earlier this year, within months of opening. From using eco-friendly materials such as sustainable wood and recycled fabric, to implementing LED lighting and thermodynamic panels that reduce energy waste, as well as recycling greywater, organic waste and electronics, the property takes its environmental responsibility seriously. Ramsey Saarany, GM at Anantara Mina Al Arab Ras Al Khaimah Resort says: “Anantara Mina Al Arab Ras Al Khaimah resort was designed and constructed with a focus on sustainability, and this milestone is a testament to our dedication to environmental responsibility. It supports our belief that sustainable practices and world-class luxury can coexist seamlessly and sets a new standard for responsible tourism in the region.” Preparing for the year ahead With these trends observed, hotels have a good jumping off point to help craft their business strategies for the next year ahead. We can expect to see a greater focus on incorporating more local, cultural experiences, as well as offerings that reinvigorate and revive guests, taking wellbeing to the next level. We can also expect to see more innovative approaches when it comes to technology development and circular, eco-conscious operations. “Sustainable practices and world-class luxury can coexist and set new standards in the region” Ramsey Saarany, GM, Anantara Mina Al Arab Pavlina Tarabova Alghamdi34 / HOTELIERMIDDLEEAST.COM / DECEMBER 2024 Suppliers How hotels are replacing single-use plastics with stylish, sustainable guest amenities By Jessica Combes As travellers have become increasingly eco-conscious, hotels have increased their efforts by providing eco-friendly amenities that support sustainability without sacrificing comfort and quality. Michael Schmitt, general manager of Conrad Dubai, and Adnan Adada, co-founder of amenities supplier Rūt Essentials, share insights into their brands’ innovative products and their impact on the guest experience and the environment. Elevating sustainable guest experiences At Conrad Dubai, Schmitt has implemented a suite of amenities designed to minimise single-use plastics and embrace sustainable alternatives. “Our full-size Byredo bath amenities in 450ml bottles, crafted from post-consumer recycled plastic, replaced the traditional 35ml single-use bottles,” Schmitt says. This shift alone has cut plastic waste significantly, promoting a sustainable hospitality model without compromising on luxury. The hotel also uses paper packaging for dry amenities and replaces plastic bags with reusable, non-woven bags. Additionally, fresh flowers in rooms have been substituted with live plants, offering guests an everlasting, natural aesthetic. These changes, while subtle, make a considerable impact on reducing waste and enhancing environmental responsibility. Conrad Dubai has also introduced locally crafted products for guests to take home, including artisanal soaps and aromatherapy items sourced from within the UAE. “By choosing local suppliers, we reduce the carbon footprint associated with transporting goods,” Schmitt explains. Guests are even gifted date-based treats as an alternative to chocolates, supporting local agriculture and decreasing reliance on imported products. This local focus extends to partnerships, such as with ENABLE, which produces thriving plants for Conrad Dubai’s Luxury Meeting Experience while also supporting people of determination in their entrepreneurial journey. Additionally Eco-friendly amenitiesDECEMBER 2024 / HOTELIERMIDDLEEAST.COM / 35 Suppliers guests can go home with a unique and environmentally- conscious memento. For Rūt Essentials, providing eco-friendly amenities that don’t compromise quality is central to their brand philosophy. All products are manufactured locally in the UAE, combining luxury with sustainable practices. “Based in the UAE, we specialise in sustainable hotel solutions through our refillable amenity systems. We offer biodegradable packaging to help hotels reduce their environmental impact while maintaining the highest standards of guest comfort. Through local manufacturing, we minimise our carbon footprint while supporting UAE industry growth,” Adada adds. Ensuring sustainable quality Selecting the right suppliers is crucial to both Conrad Dubai and Rūt Essentials, who prioritise certifications and sustainable practices. Schmitt explains that Conrad Dubai works with suppliers like Doctor Linen, which reprocesses linen waste and has recycled nearly 500kg of materials, underscoring the hotel’s commitment to reducing landfill contributions. Additionally, Conrad’s Byredo amenities are packaged in post-consumer recycled (PCR) bottles, supporting the circular economy. For Adada’s Rūt Essentials, ensuring quality is key: “When it comes to packaging, we offer a global recycling standard certificate as well as GMP ISO for quality assurance. For formulation we only deal with internationally registered CAS number raw materials as well as only dealing with reputable international suppliers with proven track record.” As sustainability becomes a focal point in hospitality, hotels must carefully balance luxury with environmental responsibility, particularly for amenities guests may wish to take home. At Conrad Dubai, Schmitt emphasises a balance between indulgence and sustainability: “We offer eco-friendly alternatives, like live plants as complimentary takeaways, providing guests with a personalised and sustainable experience. By working with certified, environmentally responsible suppliers, we ensure our luxury offerings support sustainability and an elevated guest experience.” This reflects Conrad’s approach to blending sophistication with environmental awareness. Rūt Essentials has a similar practice. “Our refillable systems enhance bathroom aesthetics while eliminating single-use plastics, demonstrating that sustainability can elevate the guest experience,” says Adada. Their VIP gifts, featuring signature scents in artisanal packaging, offer guests a lasting impression of their stay without compromising eco-consciousness. “We have five popular formulations depending on budget and requirements. We also offer a range of hand-crafted candles, diffusers, and beautiful hanging ceramic diffusers which are perfect giveaways.” Sustainability beyond the stay Conrad Dubai and Rūt Essentials ensure the sustainability message continues after guests leave. “We guide guests on how to dispose of or repurpose amenities after their visit. Information is available through in-room digital guides and brochures. This empowers our guests to make environmentally responsible choices beyond their stay, extending our commitment to sustainability to their lives outside the hotel,” Schmitt notes, highlighting Conrad’s commitment to empowering guests to make environmentally responsible choices. Similarly, Rūt Essentials works closely with its hotel partners to encourage circular practices. “We suggest that each luxurious gift set comes with care cards explaining how guests can reuse, refill, or recycle items. Our signature bottles can be returned to hotel spas for refilling, while decorative containers find new life as beautiful vanity accessories. Through thoughtful partnerships with our hotel clients, we ensure premium amenities have a second life,” Adada says. As more hotels adopt eco-friendly amenities, sustainable practices will likely become standard in luxury hospitality. Through thoughtful amenities, high-end guest experiences and environmental responsibility are not mutually exclusive. By embracing locally sourced products, eco-conscious packaging, and creative ways to reduce waste, these brands are working towards setting new standards for luxury but also for sustainability in the hotel industry.F&B Focus / Björn Frantzén 36 / HOTELIERMIDDLEEAST.COM / DECEMBER 2024F&B Focus / Björn Frantzén DECEMBER 2024 / HOTELIERMIDDLEEAST.COM / 37 Behind the scenes with chef Björn Frantzén, as the Frantzén Group marks its debut in the Middle East By Emily D’Silva A Nordic experience on the Pal m Studio Frantzén and FZN by Björn Frantzén have arrived at Atlantis, The Palm. To celebrate the two new exciting additions to the hotel’s culinary off ering, we went behind the scenes and caught up with Björn Frantzén himself. Marking the Frantzén Group’s debut in the Middle East, Studio Frantzén offers French-Asian gastronomy with Nordic influences in an effortlessly luxurious, modern Scandinavian setting. His intimate fi ne-dining restaurant, FZN, sister restaurant to the three-Michelin starred Frantzén in Stockholm and Zén in Singapore, comes to Dubai featuring a modern European, nine- course tasting menu with Japanese infl uences, fi nished with Swedish craftmanship. Renowned for creating immersive dining experiences, guests are taken on a journey at FZN from the moment they ring the doorbell to enter. With only 27 seats, it’s an intimate and exclusive experience for diners. After dinner, guests can enjoy tea and coff ee in the living room and additionally extend the experience on the 18-seat terrace with views of Dubai’s skyline. Behind the vision, design and execution of the new restaurants is chef and owner of the Frantzén group, Frantzén. In conversation, he shares details about his career, preparations for the openings of the new restaurants, and his future vision. Team dynamics: football vs cooking Going from playing football to cooking is not the usual transi- tion one would expect. However for Frantzén, who had been playing football professionally in his early adult years, had to pivot his career after getting an injury at the age of 22. He was a fussy eater as a child, but one perfectly grilled steak frites was the lightbulb moment for him. Determined to learn how to cook it himself, this was his introduction to the kitchen. Interestingly, Frantzén isn’t the only one that made the transition from a sporting fi eld to the kitchen. He explains: “There are a lot of similarities between playing football and cooking with a team. I’ve seen a lot of people like me, coming from professional sports backgrounds into the kitchen. It’s the same group dynamics, teamwork, and performing together with high expectations. Like with a sporting team, you have to get the balance right to achieve the best from everyone on the team.” With so many moving parts, teamwork in the kitchen is crucial, and a major consideration when opening a restaurant in a new location. For the new restaurants, Frantzén has built a team with a mixture of existing members that he’s worked with for many years, as well as new recruits – most notably the head chef. “It’s good to get some new talent in,” says Frantzén. “He did almost one year of training in “You have to get the balance right to achieve the best from your team”F&B Focus / Björn Frantzén 38 / HOTELIERMIDDLEEAST.COM / DECEMBER 2024 Sweden, to spend time with us and learn from us. I also have a corporate chef team, who I will spend one full month with here; before, during and after the opening.” Quirks of the cuisine, from the Nordics to the desert Starting in Stockholm, Sweden in 2008, the Frantzén Group has expanded across the world. The original Restaurant Frantzén, with a menu grounded in Nordic cuisine, provides comfort and warmth for diners during the harsh winters of the region. As Frantzén says, the fl avours off ered need to be a little diff erent from country to country, to cater to the diff erent palettes of people and cultures. “With the Nordic region, the winters used to be so cold that we needed something to help us survive. That’s how Nordic gastronomy came about. We would fi sh in the summer because the lakes were frozen over in the winter. Pickling, fermenting and preserving food became part of our DNA, so Nordic people have a high tolerance towards salt levels,” explains Frantzén. “With our food, acidity was built in within the sauce, so we had to adapt our acidity level a little for our restaurants in other regions. In Asia for example, we found they don’t really use salt, apart from in the soy sauce on the side.” Opening a restaurant in somewhere like Dubai, another thing to consider is about what ingredients you have access to. Frantzén shared how the team came over earlier to see what ingredients they would be able to cook with. Although previously worried, they realised it would be easier than they had initially thought. “The dining scene in Dubai has really evolved and there’s a lot of international brands. The chefs have been working together because everyone knows how important ingredients are. So luckily for me, a lot of people have already done the hard work which I’m very grateful for,” says Frantzén. Minimising food waste is also a priority for Frantzén and his team, and something they consider when designing the menu. F&B Focus / Björn Frantzén DECEMBER 2024 / HOTELIERMIDDLEEAST.COM / 39Next >