Beyond the stats, we have seen growing trends of immersive stoytelling, the desire for emotional connection and hyper-personalisation. In this feature, we speak with some of the big players in the region to explore highlights from the year, trends they’ve personally witnessed and human moments that have moved them.
Marriott International
Marriott International will end the year with more than 15 additions to its regional portfolio. Openings this year included the debut of Moxy Hotels in Türkiye and its third operating property within the Red Sea Project – The Red Sea EDITION. It has also opened its first branded residence in Egypt with JW Marriott Residences New Cairo, Al Jazi First. Deals signed this year in its key growth markets include a multi-project agreement with The First Group to convert three of their properties in Dubai under the Autograph Collection and Tribute Portfolio brands, plus additional signings in Ras Al Khaimah and Abu Dhabi. It crossed the 100-property mark in Türkiye this year as well as in Saudi Arabia, including open and pipeline projects.
One of the biggest trends that Marriott International has seen this year is changes in guest expectations. “We continue to see this shift from transactional stays to transformational experiences. Travellers today are no longer satisfied with just comfort and convenience; they seek authenticity, personalisation, and emotional resonance in every interaction. People want to celebrate milestones with their families, immerse themselves in new cultures, and return home with stories they can’t find anywhere else. Guests increasingly value curated local experiences, wellness, seamless technology and genuine human warmth,” shares Sandeep Wahlia, COO, luxury EMEA.
To meet these elevated expectations, the brand’s hotels have doubled down on personalisation. They continue to be more laser-focused than ever on service standards and consistency, while embracing the shift toward experience-led stays.
Hilton
Hilton’s operating and pipeline portfolio has grown significantly this year, with the most active development pipeline in the Middle East & Africa featuring over 200 hotels under development. In Saudi Arabia alone, it surpassed 100 hotels trading and under development. Hotel openings across the region continue at pace too. Notable openings this year include Signia by Hilton Amman, Hilton Cairo Nile Maadi, Canopy by Hilton Cape Town Longkloof and the soon-to-open Waldorf Astoria Rabat Salé.
The brand is catering to the growing middle class in the region, as well as the surge of interest in branded residences. “We’ve also seen a growing need for frictionless travel. The Hilton 2026 Trends Report found that 75 percent of UAE residents find hotel communications via text messages helpful and 80 percent found digital key valuable,” says Guy Hutchinson, president, Middle East & Africa. To introduce easier ways for guests to engage with hotel teams, Hilton has expanded its mobile messaging platform to nearly all properties across MEA. The system, developed in partnership with Kipsu, an industry-leader in real-time engagement, enables messaging via the Hilton Honors app, SMS, WhatsApp and other messaging channels.
Hutchinson adds: “It’s important to note that while we continue to use technology to enhance the guest experience, hospitality is driven by human experience. It’s that expression of hospitality that can either make or break a stay.”
Hyatt
In Saudi Arabia this year, Hyatt witnessed several milestones including the announcement of Hyatt Place AlUla, which is set to open in 2026 and become the first Hyatt-branded hotel in AlUla. Additionally, Miraval The Red Sea Residences were announced – a collection of 20exclusive beachfront villas on Shura Island.
Across the wider Middle East region, Hyatt also celebrated the opening of Andaz Doha in Qatar, marking the portfolio’s first lifestyle brand in the country and announced the impressive renovation at Hyatt Regency Oryx Doha, which encompassed the redesign of the hotel’s guest rooms, the lobby lounge and the upgrade of its meeting rooms, offering a rejuvenated experience for both business and leisure travellers. In Dubai last month, the brand announced the opening of the Grand Hyatt Dubai Waterpark, which elevates the property’s leisure offerings and reinforces its positioning as a desirable urban resort in Dubai.
“At Hyatt, we’re seeing strong momentum in the upper-midscale segment, opening opportunities to introduce the Hyatt Studios and Hyatt Select brands to markets eager for fresh, high-quality accommodation at an accessible development cost. Investor enthusiasm for our Essentials portfolio, particularly Hyatt House – set to open in Riyadh and Al Khobar in the future – highlights the growing demand for home-inspired stays with practical amenities and welcoming social spaces,” shares Briana Swift, regional VP of development for Saudi Arabia.
During her first year in the role, she has observed that while luxury continues to thrive, there’s an strong interest in lifestyle hotels that emphasise design and experience. At the same time, integrated and standalone residential developments are gaining momentum, merging hospitality, living and wellbeing – an area where Swift believes Hyatt’s Luxury and Classic brands are uniquely positioned to excel.
Accor
This region continues to be Accor’s growth engine. It now operates over 360 hotels, with another 150 in the pipeline, representing 27 brands from Mövenpick to Raffles and TRIBE. This year, Accor doubled its signings, surpassing 7,000 keys. Key partnerships with ICD, BinDawood Investment and Amsa Hospitality are enabling expansion built on long-term value, not just volume, Duncan O’Rourke, CEO premium, midscale & economy division for Middle East, Africa and Asia Pacific tells us.
In Saudi Arabia, Accor remains the largest international operator, with more than 40 hotels open and a robust pipeline. The UAE continues to be a model for strategic conversion with nearly 1,000 keys added. Expansions in other regional destinations include Egypt, Iraq and Baghdad.
As the region continues to transform at remarkable speed, destinations are reinventing themselves as global hubs. The biggest shift is how guests define value. “Guests are travelling with far more intention, they want experiences that are purposeful, seamless, and human. They expect personalisation at scale, whether through intuitive digital tools, design rooted in local culture, or service that feels genuinely heartfelt,” says O’Rourke.
The CEO shares how guests are curating how they want to feel, which is influencing how Accor designs, operates and positions it brands. This has driven expansion of its branded residences and resorts, while embedding wellbeing, lifestyle and locality into
every stay.
“We’re also seeing brand loyalty evolve. Guests connect most with brands that have a clear point of view and deliver consistent emotional experiences. That’s why we’re investing in creative brand activations, local collaborations, and the continued evolution of ALL Accor who reached 100 million members worldwide,” explains O’Rourke.
Four Seasons
In April of this year, Four Seasons announced the future Four Seasons Resort Al Zorah in Ajman, which is anticipated to open by the end of next year, strengthening both domestic staycation offerings and international appeal. In Abu Dhabi, the launch of Four Seasons Private Residences, alongside its upcoming developments in Bahrain and Oman, reflects its focus on providing homes that combine comfort, privacy and service.
Across the region, there is continued demand for experiential travel, Adrian Messerli, president hotel operations EMEA, reports. “Guests still seek impeccable service and an exceptional physical product, but it is the personal connection made during a stay defined by experiences that shapes their lasting memories. From magical night dives in the Red Sea during a stay at Four Seasons Resort Sharm El Sheikh to a girls’ getaway celebration at Four Seasons Hotel Kuwait, our properties seek to personalise every aspect of a stay,” he shares.
Across the GCC, the brand has observed a growing demand for sleepcations; short, restorative stays designed to optimise rest. Four Seasons addresses this need with offerings that remove common sleep barriers through its signature Four Seasons mattresses and enhanced sleep environments. Across its properties, it has developed a variety of curated sleep experiences.
At Four Seasons Resort Dubai at Jumeirah Beach, The Pearl Spa offers a Sleeping Ritual combining a tea ceremony, foot bath, aromatic breathwork and massages. At Four Seasons Hotel Abu Dhabi at Al Maryah Island, sound healing therapy, guided meditation and personalised yoga sessions support restorative sleep, while Four Seasons Hotel Amman provides complimentary night stretching classes, yoga and meditation sessions for in-house guests.
IHG Hotels & Resorts
This past year has marked a period of relentless strategic growth for IHG Hotels & Resorts across the Middle East. Among the standout milestones was the arrival of the Kimpton brand in the region through two hotels – one in Riyadh’s King Abdullah Financial District which is now open and the signing of another in Dubai Business Bay – a defining step in introducing luxury lifestyle experiences with new brands to key markets in the region. IHG Hotels & Resorts also expanded its portfolio with the introduction of the wellness-focused EVEN Hotels brand to Saudi Arabia through two signings in Dammam and Jeddah.“Most excitingly, we also have the world’s tallest hotel, Ciel Dubai Marina, Vignette Collection, which opened recently,” reveals Haitham Mattar, managing director, IHG Hotels & Resorts – India, Middle East & Africa.
Mattar reflects on how the Middle Eastern hospitality industry has undergone significant transformation in recent years, driven by rapid regional growth, evolving guest expectations and a renewed focus on innovation. “Governments across the GCC continue to position tourism as a cornerstone of economic diversification, leading to record hotel openings and significant investments in lifestyle and luxury segments,” he says. Other trends he has observed include guests now seeking experience-led stays, with wellness, sustainability and personalisation becoming core expectations rather than added benefits. Mattar also sees technology as a defining factor, with hotels accelerating digital adoption and AI to redefine how hotels engage with their guests.
“Collectively, these trends have guided IHG’s strategy to focus on expanding lifestyle offerings, integrating smart technology, embedding sustainable practices, and strengthening local talent pipelines to deliver experiences that align with the region’s dynamic vision for the future of hospitality,” says Mattar.
by Emily D'Silva
