Today's Edition
BATOOL GHAITH (DUBAI)
Travellers are increasingly looking beyond hotel rooms and traditional sightseeing for experiences they can remember, share, and connect with, pushing Abu Dhabi’s hospitality sector towards experience-led stays, hospitality executives said at the Arabian Travel Market.
Fahad Abdulrahim Kazim, Co-Founder and CEO of Legacy Hotels Holdings, said the shift towards experiences is now one of the clearest changes in traveller behaviour.
“It is all about experiences now, travellers are looking for more boutique experiences,” he told Aletihad, noting that this is not necessarily about the size of a property but the level of attention given to the experience.
Hotels in the UAE have long competed strongly on quality, service and location, he said, but travellers increasingly want something less conventional and more individual, which could include wellness, adventure or authentic cultural experiences.
Spencer H. Wadama, General Manager of W Abu Dhabi – Yas Island, described a similar shift.
“Travellers want memories they can talk about and share, especially with social media making those moments more relevant than they were several years ago,” Wadama told Aletihad.
Emirati Hospitality Moves Further into the Guest Experience
That demand for distinctive experiences is also shaping how hotels view the new Emirati Hospitality Standards framework introduced by the Department of Culture and Tourism – Abu Dhabi.
Kazim described the move as a way to bring Emirati hospitality more visibly into the visitor experience while retaining enough flexibility for individual properties.
He noted that hospitality is deeply rooted in Emirati and wider Arab culture.
“We grew up knowing that the guest is more important than the owners of the house,” he said.
Catalina Susan, General Manager of Marriott Hotel Al Forsan, Abu Dhabi, said that they already begun incorporating elements linked to the framework, such as introducing Arabic coffee and dates as part of the welcome experience and trained staff to use “Marhaba” when greeting guests.
Susan pointed out that incorporating local culture more visibly strengthens the experience for international travellers who want to understand Emirati life and hospitality rather than encounter a hotel product that could exist anywhere.
Events Strengthen Abu Dhabi’s Tourism Calendar
Major events are another important part of the experience in Abu Dhabi. Wadama said the Emirate’s fourth-quarter calendar for 2026 is particularly strong, with concerts, festivals and other events taking place across successive weekends.
He pointed to the close relationship between hotels and the Department of Culture and Tourism – Abu Dhabi, emphasising that the authority remains attentive to market conditions and works with the sector when challenges arise.
He also highlighted that sports events such as the Formula One Grand Prix, UFC and NBA all bring international audiences to Abu Dhabi, which give visitors another reason to choose the Emirate as a destination.
Susan also noted that sports events are particularly valuable for tourism because international broadcasts showcase the destination to audiences around the world.
The executives also said business travel remains one of the most resilient segments in the current market.
Kazim said leisure demand, meanwhile, had begun to strengthen again. “We are witnessing a very healthy growth from summer going into Q4,” he said.
He said that despite summer being slower for reasons outside the sector’s control, tourism bodies had responded by engaging the private sector in discussions around target markets and initiatives, and airlines also helped through packages aimed at supporting demand.
Susan said business travel remained the strongest segment too, while family travel rose over the previous two months, particularly from India and GCC countries.
She also pointed to Abu Dhabi’s museums and attractions as important drivers for international visitors looking for experiences they cannot easily find elsewhere, especially with Guggenheim Abu Dhabi opening soon.
AI Moves from the Back office Towards the Guest
Technology is increasingly influencing how those experiences are delivered, with the people and human element remaining at the heart of the hospitality sector.
Kazim said over time, AI, big data and robotics will make hotel operations more seamless, but hospitality will remain a people-to-people business.
Susan offered a similar view, as she said AI can improve efficiency, speed up processes and allow hotels to make better use of technology.
“AI will never replace the human touch, as people love the human interaction of the experience,” she added.
Growth outlook remains positive
Kazim said the Middle East and North Africa remain extremely important markets and expects hospitality demand to continue expanding over the longer term.
Wadama was similarly positive about Abu Dhabi and Yas Island, pointing to a strong events calendar and closer cooperation between hotels, attractions and venues.
“Partnerships with Yas Marina Circuit and other Yas Island attractions have made it possible for visitors to combine accommodation with different activities like golf, Yas Marina Circuit experiences and theme parks, which is not offered anywhere else in the world,” he noted.
The 33rd edition of the Arabian Travel Market, commenced on Monday at the Dubai World Trade Centre, will run until September 17.
