As temperatures rise and desert winds roll in, it’s easy to assume that the hospitality scene in the UAE takes a seasonal pause. Yet, year after year, summer proves to be not a retreat, but a recalibration.
According to the Dubai Department of Economy and Tourism, the city’s tourism industry welcomed a record-breaking 18.72 million international visitors in 2024, a 9 per cent increase from the previous year.
Notably, July and August each attracted approximately 1.31 million visitors, underscoring the city’s year-round appeal.
This sustained influx during the traditionally slower summer months challenges the notion of a seasonal downturn and highlights the importance of innovative hospitality strategies. I believe that the perception that Dubai is a “winter-only” destination is fading fast.
What’s replacing it? A demand for climate-conscious experiences that make summer not only bearable, but desirable.
Shifting summer travel habits among GCC residents
Regional travelers, particularly from Saudi Arabia, Kuwait, and Qatar, are increasingly looking for local alternatives as European destinations become overcrowded, costlier, and less accessible during peak months.
In the summer of 2024, regional travel saw a 15–18 per cent rise in domestic and intra-GCC trips, according to Skyscanner and Cleartrip insights.
High airfares and Schengen visa delays are nudging travelers toward luxurious, accessible, and hassle-free summer options within the GCC, especially Dubai and Abu Dhabi.
Guest feedback from both 2023 and 2024 reveals a clear shift in expectations: visitors increasingly value venues that respond intelligently to the region’s climate challenges. The demand is for climate-conscious comfort that enhances the overall experience.
From advanced cooling technologies such as outdoor air conditioning, misting systems, and shaded architectural elements, today’s guest seeks spaces that integrate thermal comfort as a core design principle.
At Sunset Hospitality Group (SHG), this approach has translated into measurable impact. In July last year, we recorded a 23 per cent year-on-year increase in bookings, driven by curated activations such as sunset programming and DJ-led experiences designed to align with cooler evening hours.
The summer toolkit
At SHG, our summer strategy is grounded in insight. Through competitive benchmarking, guest behavior tracking, and guest feedback, we’ve developed a data-informed approach to adapt our offerings for seasonal demand.
In 2023, our research highlighted a clear guest preference for temperature-controlled pools, wellness-led activations, sunrise and twilight swims, and evening dining. This insight shaped our summer positioning of rethinking how we use time, space, and ambience to create environments that prioritise both comfort and engagement.
Take our daylife portfolio – Azure Beach, AURA Skypool, Bâoli Dubai, DRIFT Dubai, and Tapasake. While each has a unique identity, the common strategy is to turn climate-conscious design into a competitive advantage.
From shaded cabanas and temperature-regulated pools, to ice baths and twilight activations, each detail is programmed with the guest experience in mind.
Across the portfolio, music, lighting, and ambient energy are treated not as background elements, but as critical layers of the guest experience. Whether it’s the mellow rhythm of a sunset playlist at DRIFT or a high-energy DJ set at Bâoli, every element is created to reflect each brand’s distinct tone.
Design experiences that make guests want to stay longer and return sooner, no matter the temperature outside. So how do we reach the right audience?
Two mindsets, one strategy
Summer audience segments can be grouped broadly into two psychographic archetypes:
- The laid-back lifestyle guest – wellness-focused, seeking calm, comfort, and slow luxury.
- The vibrancy-seeking socialite – looking for upbeat energy, music-driven atmospheres, and social momentum.
With this in mind, marketing strategies must be designed to serve diverse mindsets simultaneously, with differentiated programming that resonates across touchpoints.
The channel mix
To market our summer activations, we leverage a focused media mix built around digital, PR, and word-of-mouth marketing (WOMM). These channels are chosen for their agility, reach, and impact within the luxury lifestyle space.
Our primary channel is social media, which commands the largest share of our digital ad spend. It allows us to tell stories in real time, tap into culture, and reach our audience where they’re most engaged. Print is minimal in our strategy, as our focus is on performance-driven, measurable platforms.
My favourite though, is word-of-mouth and brand advocacy.
At SHG, we’re fortunate to have a community of loyal guests who become natural brand evangelists, sharing reviews, content, and recommendations not because they’re incentivised, but because they genuinely love the experience. This form of organic amplification is one of the most valuable marketing levers we have.
Personalisation
This is where personalisation becomes a strategic advantage. By analysing data from our CRM ecosystem, we track Customer Engagement Maturity, identifying when a guest is ready to move from transactional loyalty to emotional loyalty.
Because our guest relationships are long-term, we know not just who they are, but what they value -from their preferred table, to how they like their water served poolside. These micro-insights allow us to create campaigns and communications that feel intuitive, not intrusive, addressing guests by name, anticipating preferences, and delivering moments that feel uniquely theirs.
Turning seasonal challenges into growth
Summer in the UAE is no longer a low season, it’s a strategic window for innovation. As guest behavior evolves and expectations shift across the industry, brands are leaning into creative summer campaigns, from curated indoor experiences to wellness-led programming and exclusive local offers.
The challenge is how to keep guests comfortable and engaged. This has spurred innovative solutions such as redesigned outdoor spaces, cooling technologies and guest experience innovation.
Climate-conscious design is rethinking how outdoor venues operate in peak heat. Retractable roofs and heat-tolerant landscaping are transforming terraces into versatile all-season spaces. Passive cooling techniques, such as optimised natural airflow and reflective architectural materials, are becoming common.
Furthermore, as temperatures soar well above 40°C in the summer, cooling infrastructure has become a baseline. Hospitality brands are investing in tech-forward solutions that enhance guest experience without compromising energy consciousness.
By focusing on comfort, service, and differentiated offerings, SHG leverages it as a competitive advantage. From wellness mornings and moonlit swims to twilight dining and sunset DJ sets, this season we’ll see guests lean into experiences that are not only cooler in temperature, but cooler in spirit.
What was once a novelty, night swimming, has quickly become one of the most sought-after rituals of the season. Throughout summer, both AURA and DRIFT will offer night swims on weekends, providing after-dark access with curated F&B, music, and lighting while maintaining each brand’s distinct identity.
The harsh summer heat pushes the UAE hospitality sector to think differently, from architectural design and energy management to delivering distinctive guest experiences.
Once considered a ‘slow season’, it’s evolved into a testing ground for climate adaptation and innovation.
By Iliana Orietta, Senior Director of Marketing Daylife Division – Head of Corporate Marcom, Sunset Hospitality Group.
