< Previous30 / HOTELIERMIDDLEEAST.COM / APRIL 2025 Almal Real Estate Development reveals the design concept for the project, featuring an immersive experience, fusing colour, movement and music HOT_2404_30-33_THE UNEXPECTED_13556914.indd 30HOT_2404_30-33_THE UNEXPECTED_13556914.indd 3027/03/2025 16:5227/03/2025 16:52Feature / Unexpected design APRIL 2025 / HOTELIERMIDDLEEAST.COM / 31 Unexpected design on Marjan Island HOT_2404_30-33_THE UNEXPECTED_13556914.indd 31HOT_2404_30-33_THE UNEXPECTED_13556914.indd 3127/03/2025 16:5227/03/2025 16:5232 / HOTELIERMIDDLEEAST.COM / APRIL 2025 developer revealed how the design team captured the essence of “the unexpected” by blending form and function throughout the project. Almal Real Estate Development has also appointed the Design & Architecture Bureau (DAR) as the lead design consultant for the project, overseeing all aspects of the property’s lifecycle. The project is strategically positioned next to the upcoming Wynn Island, making it a premier destination for affluent travellers, party-goers, and those seeking vibrant, Last year, Almal Real Estate Development unveiled its fl agship hospitality project on Al Marjan Island in Ras Al Khaimah: The Unexpected Marjan. Following the recent commencement of project's construction, Kristina Zanic Consultants revealed its design vision for its interiors. The US$280 million luxury hotel and residence complex broke ground in September 2024 and is set to feature over 422 hotel rooms and fully managed residential units, a beach club, bars and restaurants, and infinity pools, all adjacent to the Wynn Resort. The Dubai-based, award-winning developer of luxury properties appointed Palladium Hotel Group, a renowned hotel operator with over five decades of experience, to manage the property under the brand The Unexpected Hotels & Residences. Behind the interior design of the hotel is Kristina Zanic Consultants. Since moving to the UAE, the CEO Kristina Zanic has worked on a variety of hotel projects, including The Al Mahara Restaurant in the Burj Al Arab Hotel, The Ritz-Carlton Al Wadi Desert Resort in Ras-Al Khaimah, the Domes Miramare, a luxury resort on Corfu island in Greece. The design concept features an immersive experience, fusing colour, movement, and music to create a vibrant and avant-garde atmosphere. It is set to offer a blend of indulgence, sophistication, and playful flair. The HOT_2404_30-33_THE UNEXPECTED_13556914.indd 32HOT_2404_30-33_THE UNEXPECTED_13556914.indd 3227/03/2025 16:5227/03/2025 16:52Feature / Unexpected design APRIL 2025 / HOTELIERMIDDLEEAST.COM / 33 high-energy experiences. Once completed in 2027, it will be a significant addition to the island's luxury offerings. Central to the design is the concept of cymatics - the visual interpretation of sound waves - a theme that aligns with the brand’s connection to music and entertainment. This concept guides the interiors, creating spaces that embody energy, movement, and transformation. The bold, fluid architecture extends indoors, with interiors also drawing inspiration from the beachside location and spectacular sunsets. Saja Hamad, architect and design manager at Almal Real Estate Developments explained: “We embraced the natural beauty of Al Marjan Island’s coastline by blending the architectural lines with the organic flow of the shoreline. This design approach ensured that the landscape didn’t just complement the building, but actively integrated into it. By extending the wave-like contours of the ocean into the hardscape, and using tiered terraces and native vegetation, we created a seamless transition between the natural world and the built environment. Functionality was a priority too – each landscape element was thoughtfully positioned to ensure clear pathways and optimal views, without compromising the fluidity of the design.” She explains how the cymatics theme is woven into the design through key elements such as rich gradient hues and reflective surfaces that evoke shimmer and movement. Layered textures mimic the flow of sound, while fluid, modular furniture and flexible layouts enable easy reconfiguration, enhancing the interiors’ dynamic feel. Statement pieces punctuate the interiors, offering unexpected surprises that echo the brand’s ethos. In the lobby, a custom light installation in the brand’s signature red pays homage to its iconic hummingbird logo, while a sweeping digital display overhead adds a sense of movement. Below, a modular, serpentine sofa facilitates regular changes in the seating layout, resting on top of a swirling marble floor that evokes movement. “Lighting plays a transformative role in reflecting the dual nature of the hotel. During the day, natural light enhances the light, airy tones of the interior, harmonising with the beach setting. As the day progresses into night, dynamic lighting such as the LED archway and the backlit hanging fabrics come to life, casting a glow that mimics the rhythm of the ocean waves,” shares Hamad. The guestrooms and suites creation showcase a colour palette that shifts from light, beach-inspired tones near the windows to deeper hues towards the interior, creating a sense of transition. Statement headboards feature sunset-inspired artwork crafted from acrylic and mirrored materials. Mirrored ceilings add to the playful, edgy vibe, while glass- walled bathrooms with gradient opacity blur the lines between public and private, integrating freestanding bathtubs directly into the bedroom for a luxurious touch. Upon the announcement of the project, Dmytro Starovoitov, founder of Almal Real Estate Development, said: “Our new development embodies Almal’s commitment to delivering unmat ched luxury and sophistication in the realm of hospitality and entertainment. “As a full-service investments and development company, we are excited to bring The Unexpected Al Marjan Island Hotel & Residencies to the UAE.” “We created a seamless transition between the natural world and built environment” HOT_2404_30-33_THE UNEXPECTED_13556914.indd 33HOT_2404_30-33_THE UNEXPECTED_13556914.indd 3327/03/2025 16:5227/03/2025 16:52Insights / The big shift 34 / HOTELIERMIDDLEEAST.COM / APRIL 2025 BIG shift Where are GCC hotels focussing their attentions this year? By Misbaah Mansuri HOT_2404_34-37_GCC TRENDS_13557100.indd 34HOT_2404_34-37_GCC TRENDS_13557100.indd 3427/03/2025 16:5327/03/2025 16:53Insights / The big shift APRIL 2025 / HOTELIERMIDDLEEAST.COM / 35 The GCC hotel industry is teetering on the edge of a bold new chapter, with 2025 promising a landscape where hospitality is reimagined from the ground up. This isn’t just about plush pillows and swoon- worthy views but about crafting experiences that resonate long after checkout. It’s about off ering a vision of the future where every stay feels fresh, thoughtful, and deeply connected. With the promise of luxury evolving into something more meaningful, industry leaders tell Hotelier about the trends set to reshape the sector, from sustainability that goes beyond greenwashing, to technology that feels like an invisible helping hand rather than a cold automation. Green is the new gold Sustainability is no longer a ‘nice-to-have’ but a core expectation in the GCC’s hotel industry. The region’s hospitality sector is witnessing a paradigm shift where eco-conscious practices are not only a competitive edge but a critical benchmark for success. This shift aligns with global trends, as a report by the World Travel & Tourism Council (WTTC) and Trip.com Group reveals that 69 percent of travellers are actively seeking sustainable travel options. “Today’s guests assume hotels should be eco-friendly, much like they expect WiFi as a standard off ering,” says Paul Bridger, COO of Rove Hotels. The shift is not just about meeting guest expectations but aligning with broader environmental, social, and governance (ESG) goals. Pieter Van Beugen, general manager of DoubleTree by Hilton Resort & Spa Marjan Island, highlights this shift, stating, “Sustainable luxury is now about off ering lavish experiences with minimal environmental impact.” The RAK property’s EarthCheck Silver Accreditation speaks to this shift, as more hotels in the region chase eco-credentials. From adopting green building practices to implementing zero-waste programs, hotels across the GCC are positioning themselves as leaders in sustainable hospitality. The focus on sustainability is not limited to certifi cations alone. Rachid Bakas, GM at Anantara Santorini Abu Dhabi, emphasises a more experiential approach: “We off er non-motorised water sports to maintain tranquility and reduce disruption to marine life.” Such initiatives are part of a broader strategy to integrate environmental stewardship into guest experiences. At Rosewood Abu Dhabi, Remus Palimaru shares, “Our Zero Waste Program and food digester signifi cantly reduce landfi ll waste while maintaining luxury standards.” The drive towards sustainability is part of a broader national strategy. The Emirates Tourism Council has introduced the National Tourism Charter, a key component of the UAE’s Tourism Strategy 2031. This charter is not merely about regulatory compliance but is designed to unify eff orts across the seven emirates, enhancing the UAE’s competitiveness by fostering integration in developing t ourism destinations and products that prioritise sustainability and innovation. “Sustainability is woven into every aspect of our operations, from energy-effi cient lighting to sourcing locally-produced amenities,” adds Van Beugen, highlighting how operational strategies and guest services are evolving to meet these new standards. Immersion over impression Luxury in the GCC has evolved beyond opulence and grandeur, now prioritising hyper-personalisation, multi- dimensional experiences and authenticity. This shift is not merely about off ering bespoke services but about creating experiences that resonate on a deeply personal level. “Luxury is no longer about excess but about relevance, exclusivity, and intuitive service,” says Saurabh Tiwari, area director, Middle East at Taj Hotels. A recent study by Amadeus, titled “Travel Technology Investment Trends 2024,” reveals that 85 percent of hoteliers believe personalisation can deliver over 5 percent in incremental revenue. Hotels across the region are responding to this demand by curating highly customised offerings. “We’re seeing a rise in demand for bespoke dining under the stars and private in-villa spa experiences,” says Van Beugen. These unique experiences not only enhance guest satisfaction but also set a hotel apart in a crowded market. Anantara Santorini Abu Dhabi is carving “Luxury in the GCC has evolved beyond opulence and grandeur” Paul Bridger Pieter Van Beugen HOT_2404_34-37_GCC TRENDS_13557100.indd 35HOT_2404_34-37_GCC TRENDS_13557100.indd 3527/03/2025 16:5327/03/2025 16:53Insights / The big shift 36 / HOTELIERMIDDLEEAST.COM / APRIL 2025 a distinct niche with its Greek-inspired, adults-only retreat. “Our property off ers exclusivity, privacy, and personalised luxury, which is precisely what today’s discerning travellers seek,” says Bakas. At Rosewood Jeddah, experiential activations and hyper- personalised services are key strategies to stay competitive. “We are blending art, culture, and bespoke services to create memorable stays,” says MD Hussein Dayekh. At Rosewood Jeddah, this translates into curated art exhibitions, cultural workshops, and personalised culinary experiences that allow guests to connect deeply with the local culture and heritage. The H Dubai complements this trend by off ering unique experiential packages, such as mixology classes and private baking experiences. DoubleTree by Hilton is also enhancing its experiential off erings. “We are investing heavily in culinary storytelling and collaborating with Michelin-star chefs to create immersive dining experiences,” says Van Beugen. The hotel is also tapping into Ras Al Khaimah’s adventure appeal with activities like hiking, zip-lining, and mountain biking. Humanising tech In an era where technology is a hospitality cornerstone, fi nding the sweet spot between digital convenience and human warmth is key. Bridger highlights the increasing role of AI in creating personalised booking journeys and enhancing operational effi ciency, but stresses that human interaction remains crucial. “The real challenge lies in ensuring that technology enhances the guest experience without feeling intrusive or overwhelming,” he adds. Sheikh discusses how technology, including AI-powered chatbots, automated check-ins, and predictive guest preferences, is enhancing seamless service in the industry. “Smart rooms with voice controls and IoT integrations are becoming standard, providing both convenience and efficiency,” she says. Sheikh reveals that The H Dubai is actively investing in AI-driven personalisation, including the latest chatbot installation on their website, while maintaining a focus on genuine human interactions. Gerritt Gräf, general manager of JW Marriott Marquis Hotel Dubai and Dubai Marriott Harbour Hotel & Suites, highlights the evolving expectations around technology. “Today’s guests expect seamless digital integration – from AI-powered concierge services to smart room controls that adjust lighting, temperature, and entertainment preferences,” he notes. His properties have embraced digital innovations while maintaining a strong focus on face-to-face interactions, aiming to off er luxury experiences that blend convenience with a personal touch. “Smart room controls, for instance, are no longer a perk but expected to enhance both convenience and effi ciency,” says Palimaru. AI too is also set to make a profound impact, from personalised booking journeys to operational automation, according to Bridger. “Hotels that embrace AI now will position themselves as industry leaders, staying ahead of the curve in an increasingly tech-driven world,” he highlights. Tourism tailwinds The Middle East’s hospitality sector is experiencing a surge, driven by government-led initiatives and major events that are reshaping the industry landscape. “Saudi Vision 2030, UAE’s National Tourism Strategy 2031, and Ras Al Khaimah’s focus on sustainability are transforming the landscape,” says Tiwari. These strategic moves are not only creating fertile ground for hospitality growth but also positioning hotels to capitalise on increased tourist infl ows. Rashmi Chittal, group director at JA Resorts & Hotels, highlights the ambition behind the UAE’s Tourism Strategy 2031, which aims to attract 40 million hotel guests annually. “These eff orts are making the “Experiential activations and hyper- personalised services are key strategies” Gerritt Gräf Rashmi Chittal HOT_2404_34-37_GCC TRENDS_13557100.indd 36HOT_2404_34-37_GCC TRENDS_13557100.indd 3627/03/2025 16:5327/03/2025 16:53Insights / The big shift APRIL 2025 / HOTELIERMIDDLEEAST.COM / 37 region more accessible and appealing to international travellers than ever before,” she shares, highlighting how visa reforms, infrastructure development, and large-scale tourism campaigns contribute to this growth. In 2024, the GCC’s hospitality industry experienced a 5.4 percent increase in Revenue per Available Room (RevPAR) compared to the previous year, primarily due to a rise in occupancy rates, which reached 69.5 percent, surpassing pre-pandemic levels, according to STR . “The RAKTDA’s strat egic planning and sustainability focus have turned a quiet village into a global tourism hotspot,” observes Van Beugen. Sarah Mohjazi, marketing and communications manager at Media One Hotel, emphasises the profound impact of these initiatives. “Government initiatives across the GCC are doing more than just attracting visitors – they’re transforming the entire hospitality ecosystem,” she says. Mohjazi points to major events like Expo 2020 and COP28 as key drivers, not only boosting demand but also establishing the Middle East as a global leader in hospitality. Saudi Arabia’s hospitality landscape is undergoing a seismic shift, driven by Saudi Vision 2030 and bolstered by high-profile events such as Formula 1, the Red Sea Film Festival, and the ambitious expansion of giga-projects like Diriyah and AMAALA. “These developments are elevating Saudi Arabia’s positioning as a global tourism hub, driving demand for ultra-luxury stays, fine dining, and high-end experiences,” Dayekh says. Wellness takes centre-stage As travellers increasingly seek experiences that rejuvenate both body and mind, wellness has emerged as a critical diff erentiator in the hospitality sector. According to the Global Wellness Institute, wellness tourism is projected to grow by about 20.9 percent in 2025, making it a $1.1 billion industry. For many hotels, wellness is no longer just an added perk but a fundamental element of their brand identity. “Guests are looking for regenerative experiences that allow them to relax and reconnect with nature,” says Bakas. This ethos is refl ected in Anantara’s approach, which blends luxury with nature- inspired therapies and personalised wellness programs. At Banyan Tree Dubai, for example, wellness isn’t just a checkbox but in the very DNA of the guest experience. “Our property is a sanctuary for holistic well-being,” says Bassem Saudy, cluster director of sales and marketing. The hotel features a full spectrum of wellness activities, from nourishing cuisine to life coaching sessions and rejuveanating spa treatments. Saudy adds, “We create an environment where guests can truly unwind and fi nd balance, not just physically but also mentally and emotionally.” JA Resorts & Hotels has also integrated wellness into its broader guest experience, ensuring it is not just an add-on but a core component of its offering. “We offer signature treatments at Calm Spa, personalised fi tness sessions, and ‘Wellness Your Way’ dining,” shares Chittal. Rosewood Abu Dhabi takes a slightly diff erent approach, focusing on experiences that blend relaxation with cultural immersion. “Our curated culinary journeys and immersive storytelling enhance not just physical but also emotional and cultural well-being,” says Palimaru. The hotel’s strategy aligns with a growing trend where wellness is not only about physical treatments but also about enriching the mind and spirit through unique and culturally rooted experiences. The demand for wellness- driven experiences is also influencing design and infrastructure decisions. According to a 2024 report by the Global Wellness Institute, hotels that integrate wellness into their design – from air purification systems and biophilic architecture to wellness-oriented amenities – are seeing higher occupancy rates and guest satisfaction scores. Banyan Tree Dubai has adopted this trend by incorporating eco-friendly, serene designs that foster a sense of peace and tranquillity. “We believe that the environment guests immerse themselves in plays a huge role in their overall well-being,” notes Saudy. Mohjazi adds that the demand for well-being experiences has skyrocketed, transforming hospitality off erings. “Guests want environments that prioritise their health – clean air, personalised nutrition, immersive fi tness programs, and even sleep-enhancing technology. The hospitality industry isn’t just selling a stay anymore; it’s selling a better way of living, even if it’s just for a few nights,” she says. Saurabh Tiwari Rachid Bakas HOT_2404_34-37_GCC TRENDS_13557100.indd 37HOT_2404_34-37_GCC TRENDS_13557100.indd 3727/03/2025 16:5327/03/2025 16:5338 / HOTELIERMIDDLEEAST.COM / APRIL 2025 Power List KEEP THE CUSTOMER SATISFIED Housekeepers are the backbone of the hotel. They play a crucial role in maintaining cleanliness, comfort and overall guest satisfaction. A spotless and well-maintained room is one of the most prominent factors that infl uences a guest’s experience, directly impacting reviews, repeat bookings and the hotel’s reputation. In a competitive hospitality market, the effi ciency and professionalism of a hotel’s housekeeping team can make all the diff erence in creating a welcoming and memorable stay. The Housekeeping Power List 2025 celebrates the leaders elevating hotel standards in the region HOT_2404_38-47_HOUSEKEEPING POWER LIST_13567773.indd 38HOT_2404_38-47_HOUSEKEEPING POWER LIST_13567773.indd 3827/03/2025 16:5427/03/2025 16:54APRIL 2025 / HOTELIERMIDDLEEAST.COM / 39 Power List Leading a 68-member team, Abdul Majid maintains the highest cleanliness standards, contributing to the hotel achieving the Gold Dubai Sustainable Tourism Stamp from Dubai Economy and Tourism. Under Majid’s guidance, key sustainable initiatives include replacing plastic toothbrushes, razors and combs with wheat straw alternatives, resulting in a 35-40 percent plastic reduction. All small bathroom amenities have been replaced with larger bottles saving approximately 95,980 plastic bottles. Guest laundry plastic covers have been swapped for woven materials saving approximately 13,500 plastic covers. Ahmed Kasem has almost a decade of experience specialising in front office, housekeeping and security. He is experienced in brand standard audit, rooms operation, budget, profit and loss analysis, department operation details and processes, personnel development and overall guest satisfaction management. Radisson Blu Resort Fujairah won Global Winner as Best Quality Performer Hotel in Q4 2024 of all Radisson properties locally and internationally. The housekeeping section made a huge impact on its winning, earning 60/60. Under Angeline James’s guidance, Bab Samhan has successfully implemented best-in-class hygiene protocols, linen management systems, and staff empowerment programs, ensuring a lasting legacy of quality operations. Due to the historic character of the hotel, James implemented various processes in line with the heritage requirements and created unified practices. Bab Samhan stands as a beacon of heritage, luxury and professional excellence. With James in in charge, the cleanliness score for the hotel is 96.2 – ranking as one of the top three Marriott luxury hotels portfolio in the Middle East region. ABDUL MAJID Executive housekeeper, Waldorf Astoria Dubai International Financial Centre AHMED KASEM Executive housekeeper, Radisson Blu Resort Fujairah & Nassima Tower Hotel Apartments ANGELINE JAMES Executive housekeeper, Bab Samhan, A Luxury Collection Hotel, Diriyah, Riyadh Ashutosh Singh Baghel’s meticulous at te ntion to detail ensures that guest rooms and public areas consistently meet the highest standards of cleanliness and comfort. Under his leadership, the housek eeping team has maintained impeccable service quality, contributing to Raffles Doha’s recognition at the World Travel Awards 2023, where it secured titles such as World’s Leading Hotel Suite and World’s Leading New Hotel. Baghel has implemented rigorous health and safety protocols. His proactive approach includes regular training sessions on hygiene practices and compliance with international safety standards, ensuring a secure environment for both guests and staff. ASHUTOSH SINGH BAGHEL Assistant director of housekeeping, Raffles Doha ANNA OHLSSON Executive housekeeper, Paramount Hotel Dubai In 2024, Anna Ohlsson’s leadership led to a 10 percent reduction in employee turnover, due to championing career growth within her department. By implementing the task management platform Message Box, she has streamlined communication, improving operations and guest service satisfaction. Ohlsson has elevated the in-room experience by introducing the quality inspector role and rigorous auditing, improving cleanliness guest satisfaction by 6 percent, consistently maintaining scores above 9.5/10. Financially, Ohlsson has driven efficiencies, reducing guest supplies expenses by 22 percent and increasing laundry services revenue by 25 percent. HOT_2404_38-47_HOUSEKEEPING POWER LIST_13567773.indd 39HOT_2404_38-47_HOUSEKEEPING POWER LIST_13567773.indd 3927/03/2025 16:5427/03/2025 16:54Next >