The Bench celebrates 20 years in the UAE. The Future Hospitality Summit has grown over the last two decades to become the most influential investment event in the hospitality and tourism industry.
In honor of this special occasion I asked six members and leaders from the industry to share their thoughts. FHS Club, Our exclusive community is reserved for those who are shaping the future of the hospitality sector. Together, they bring a wealth in experience, diverse viewpoints, and visionary leaders: Elie Milky, Chief Development Officer Middle East, Cyprus & Greece, Radisson Hotel Group; Hala Matar ChôufanyHVS’s President of the Middle East & Africa Duncan O’Rourke, CEO of Accor Premium, Midscale & Economy, MEA APAC; Guy Hutchinson, President Middle East & Africa, Hilton; Hassan AhdabTaiba Investments’ Chief Hospitality Officer and Aboudi Asali, Executive Vice President – Head of Hotels Advisory MENA, JLL.
Each of them answered three questions on the past, current, and future of hotel investment. Here is what they had said.
What is the evolution of investment in hospitality over the last decade?
The consensus was that the industry had undergone a fundamental shift away from asset-heavy, traditional models to more agile, diverse, and experience-led ones.
You can also find out more about the following: Elie Milky, Investment in hospitality has become more flexible, diversified and data-driven. Investors are looking for value that goes beyond the location. They prioritize adaptability, operational efficiency and sustainability in favour of short-term gains.
. He cited the growth of alternative asset types like resorts and serviced apartments as well as lifestyle hotels and budget hotels.
Hala Matar Chôufany Echoed the trend towards flexibility and integration Investors are increasingly looking for brands that offer a lifestyle and cater to the changing expectations of guests who want authenticity, local relevance, and personalisation.
She noted that the HMA model is being replaced by franchise, leasing, and white label models, all backed by institutional and private capital.
Duncan O’Rourke In order to drive growth, governments must play a key role. The hospitality industry has moved away from asset-heavy, traditional models and towards brand-led experiences driven by long-term partnership. Saudi Arabia and Indonesia are now actively supporting growth by implementing national agendas.
He also brought up sustainability As essential, eco-certifications are given priority, and the operational impact is also considered to be important in building resilient, responsible growth.
Guy Hutchinson described a more diversified landscape: Investment in hospitality has been diversified to meet changing guest expectations and demographic shifts.
Hilton’s Middle East Lifestyle Portfolio is growing, he said, citing the strong growth of lifestyle brands and mid-market demand. Expected to double in the next few years
.
Hassan Ahdab The transformation is described as All about agility, technology integration and catering to the New Traveller
Citing the Airbnb effect as well as AI and sustainability, they cite these factors. Luxury got a reboot—instagrammable boutique hotels and wellness retreats now dominate high-end demand,
He said.
Aboudi Asali The move towards diversity can be summarized as: The hospitality industry has evolved from the traditional hotel model to include diverse assets such as serviced apartments and co-living spaces.
ESG has become essential, while mixed-use developments are on the increase.
What is one of the elements that has changed most in the hospitality industry?
Many people found that the changes they made were as much a matter of mindset as it was about mechanics.
Elie Milky Direct: The mentality. Investors’ priorities have changed from chasing trophies of luxury to building portfolios that are performance-oriented and resilient as well as different asset classes in hospitality. Investors today are more rational and focus on ROI, regional expertise, and brand strength rather than brand prestige.
Hala Matar Chôufany According to the report, the largest shift is away from commoditised hotel room sales towards Delivering emotionally-resonant, high-value experiences to drive guest loyalty and diversify revenue streams
. Owners have benefited from flexible management structures. Increased control, cost-efficiency and adaptability.
Duncan O’Rourke Highlighted a new value definition: Value is defined now by platform strength and brand trust as well as long-term relevance, rather than financial returns.
He thinks that branded homes are flourishing, especially when paired up with lifestyle or wellness proposals.
You can also find out more about the following: Guy HutchinsonGeography is the key to success: Emerging markets are attracting more investment than traditional destinations such as New York, Paris and London.
Hilton’s rapid rise in Saudi Arabia, Africa and other regions is an excellent example.
Hassan Ahdab It can be framed in terms of the guest’s expectations. The hospitality industry is not just about the beds anymore. It’s also about creating the right vibe for travellers.
Investors chase high-margin ideas that are powered by technology and authenticity.
Aboudi Asali Investors’ profiles are changing. Formerly dominated by hotel and investment groups, this sector is now attracting generalists, such as property developers, sovereign-wealth funds, private equity firms, institutional investors and family offices.
What are the key trends, challenges, and opportunities that you see shaping the industry by 2026?
Across the board, leaders expect the industry to be more tech-enabled, experience-led, and sustainability-focused.
Elie Milky predicted A continued growth in secondary cities, a demand for experiences-based travel and sustainable development models
Along with opportunities in serviced apartment and clustering strategies.
You can also find out more about the following: Hala Matar ChôufanyThe next era is defined by A deeper integration of the experiential, a stronger ESG alignment as well as smarter operating models
. She views AI and data to be central for guest engagement, but warns against rising costs and a global shortage of talent.
Duncan O’Rourke Talk of Intentionality, integration and innovation
The identification of mixed-use project, sustainability and conversions as strategic growth engines.
Guy Hutchinson The guest is always at the center of everything we do A great stay is at the core of any great vacation. That is why we continue to put the guest experience front and center.
He stressed the importance of sustainability, expansion of airline network, and how technology can enhance service without replacing a human touch.
Hassan Ahdab A bold, tech-driven futur: By 2026 the hospitality industry will be driven by a technology-driven revolution, where AI and IoT are not just used to enhance operations, they redefine them.
He said that the winners will be Those who combine innovation with a five-star spirit.
Aboudi Asali While warning about the labor shortages and economic uncertainties, they cited technological integration, sustainable development, and adaptive reuse.
Looking Forward
These insights from six leaders highlight the transformation of hospitality investments over the past decade as well as the exciting and complicated road ahead. Asset-light strategies, emerging markets, branded residences as well as experiential travel and tech integration are all part of the evolution.
Celebrate 20 Years of the Website FHS World Their perspectives in October remind us why we need this gathering: Here, the ideas and partnerships that will shape the future of global tourism are created. If there is one thing that all six of them agree on, then it is that the future looks bright for those who are willing to embrace change.
Visit the website for more information about registering and to find out how you can get involved. https://www.futurehospitality.com/world
Anne Bleeker
In2 Consultancy
+971 56 603 0886
The Bench
