Katerina Dixon, AVP Regional Marketing & Corporate Communications – MEIA, Shangri-La GroupEvery December, brands across the industries face the same question: do we stay true to tradition, or reinvent to stay relevant? In hospitality, where emotion is currency and experience is the product, the answer has to sit somewhere in the middle. At Shangri-La, we believe in moving forward gently and purposefully. Trends may shift, but the emotional truth of human connection remains the same.
Our 2025 festive campaign, “Enchanted Wonders,” was created with that idea in mind. It celebrates the smaller moments that actually make the season feel magical, from the smell of cookies in the oven, the way families gather, or the comfort of returning to a place that feels familiar but still brings you joy.
As a global brand, our challenge isn’t about being the loudest or most innovative. It’s about being intentional. Guests today want meaning behind the experiences they choose, and they want places that grow with them while still feeling like a home they recognise.
This year in Dubai, one of our most meaningful moments came through our partnership with GEMS Premier Music Academy. What started as a simple idea turned into a platform for young musicians across the UAE to shine. More than 120 teenage bands joined our music competition – students practicing in school halls, living rooms and music studios. Their creativity, confidence and courage were inspiring.
The winning band, The Six Amigos (from Indian High School in Abu Dhabi), will perform their original song, “GEMS of the Night,” at our annual Christmas tree-lighting ceremony.
It’s a special moment not just for them, but for their families, their school community, and everyone who joins us that evening.
This collaboration with GEMS is a reminder of why we do what we do: hospitality is about people. It’s about giving space for talent, celebrating communities, and supporting the next generation.
With GEMS educating over 200,000 students, this partnership has a meaningful impact far beyond one event.
As the world becomes more global and digital, the idea of luxury is changing. It’s no longer about how impressive something looks, but it’s about how it makes you feel. Whether in Paris, Abu Dhabi or Mauritius, our guests want to feel grounded, welcomed and understood. That’s why we avoid a “one-size-fits-all” festive formula.
Paris keeps its elegant, timeless rituals. Abu Dhabi brings families together on a grand scale. Mauritius highlights its unique local culture. Each destination has its own heartbeat, shaped by the people who live and celebrate there.
For us, this approach isn’t a marketing strategy, it’s simply respect. It allows us to stay true to who we are, while letting each property express its own personality.
As a heritage brand, we have the advantage of trust. But trust isn’t permanent and it needs to be earned again and again. Reinvention, for us, doesn’t mean abandoning our identity, but it means finding fresh ways to express it. “Enchanted Wonders” reflects this: a campaign rooted in authenticity, community and genuine emotion.
Although the festive season brings this to life beautifully, our commitment goes well beyond December. Through local partnerships, sustainability efforts and community programmes, including our work with GEMS, we’re building experiences that align with what today’s travellers care about most – connection, inclusion and purpose.
As we move toward 2026 and beyond, our focus remains on deepening emotional connection. Technology and design will keep evolving, but nothing replaces genuine human warmth.
At Shangri-La, we don’t just host festive moments. We host people’s stories, memories and milestones. And that kind of magic will always matter.
By Katerina Dixon, AVP Regional Marketing and Corporate Communications – MEIA, Shangri-La Group
