Ravneet Arora, Director of Sales and Marketing at Lapita, Dubai Parks and Resorts, Autograph CollectionDubai continues to solidify its reputation as a global leader in tourism and hospitality. In 2024 alone, the city attracted close to 17 million tourists and secured the top spot as the number one global destination in the TripAdvisor Travellers’ Choice Best of the Best 2024 awards for the third consecutive year.
As the tourism landscape continues to evolve, guests today want more than just a high-end stay; they look for experiences that leave a lasting impression. With more than 800 hotels in the city, hoteliers must evolve and adapt to meet these rising expectations while maintaining the highest standards of service.
The future of hospitality is not just luxury or convenience; it’s innovation with a human touch. Guests are prioritising authentic, personalised and memorable interactions that will stay with them long after they check out of their hotel.
At Lapita, for example, we provide guests with an experience that captures the essence of a peaceful, tropical retreat. This offers guests a sense of escape from the city’s fast pace. Its close proximity to Dubai Parks and Resorts enhances its appeal, giving visitors easy access to an array of thrilling theme parks. This combination creates an experience that caters to all ages, from children to grandparents, blending relaxation with the excitement of world-class entertainment.
Family-oriented initiatives in hospitality emphasise the importance of blending adventure with relaxation, offering experiences that cater to diverse audiences and encourage meaningful connections.
“Your facilities can be the best in the world, but if guests leave without memorable interactions, it’s a missed opportunity.”
By tailoring offerings to different audiences and aligning with major cultural moments, such as Ramadan and Eid-al-Fitr, we can connect with guests in ways that feel authentic and meaningful. At the same time, digital campaigns and collaborations with influencers can help reach global audiences, boosting visibility in key international markets.
On the other side of the coin is the fact that business travellers are reshaping the traditional hotel model. Today’s business travellers are looking for flexibility, efficiency and relaxation, which is why hotels need to adapt to provide guests an experience where they can balance work with leisure, as this is no longer a luxury but an expectation for the modern traveller.
As marketers continue to evolve as per guests’ preferences, we can’t forget a very important element: technology and the role it’s going to play in the hospitality sector. AI is a game-changer, helping us enhance the guest experience in exciting new ways. Projects such as virtual reality tours and augmented reality experiences make it easier for guests to explore and connect with offerings before they even arrive.
While technology and innovation are reshaping the industry, the heart of hospitality remains deeply human. In the hospitality world, your facilities can be the best in the world, but if guests don’t feel welcome, or if they leave without memorable interactions, it’s a missed opportunity.
People don’t just remember how comfortable the bed was or how many amenities you offered; they remember how your team made them feel. That’s why a conscious effort to focus on staff development is essential.
Programmes that emphasise exceptional hospitality standards, meaningful guest interactions and cultural sensitivity empower teams to deliver experiences that genuinely stand out. The result is that everything else, whether it’s the facilities, activities, or special touches, simply adds to an already memorable experience.
In parallel with these trends, sustainability is no longer an afterthought – it’s an essential component of modern hospitality. As guests become more conscious of their environmental impact, hotels must take steps to reduce their carbon footprint and embrace sustainable practices.
With tools such as the Department of Economy and Tourism’s (DET’s) Carbon Calculator tracking the eco footprint of hotels, there is now tangible data to support these decisions. Sustainability in hospitality is increasingly moving from concept to core practice.
Across the industry, reducing food waste and integrating environmentally conscious operations have become priorities, driven by initiatives such as the UAE’s Ne’ma Pledge. These efforts reflect a collective commitment to building a more sustainable future.
As we move further into 2025, the appetite for travel has never been greater. It’s an exciting time to be in hospitality, and as innovation, sustainability and cultural connection take centre stage, we’re ready to embrace this new era with open arms.
By Ravneet Arora, Director of Sales and Marketing at Lapita, Dubai Parks and Resorts, Autograph Collection
