The Middle East's hospitality sector is entering a new phase of growth, with sustained tourism investment, evolving traveller expectations and technology shaping how hotels compete for demand.
Source: Supplied
These themes will take centre stage at Arabian Travel Market (ATM) 2026, which takes place from 14-17 September at Dubai World Trade Centre under the theme 'Travel 2040: Driving New Frontiers Through Innovation and Technology'.
Tourism investment supports confidence
According to Haitham Mattar, managing director, India, Middle East & Africa, IHG Hotels & Resorts, continued investment in tourism across markets including the UAE, Saudi Arabia and Egypt is reinforcing confidence in the region's hospitality sector.
“We're extremely confident about the Middle East. It's one of the fastest-growing tourism regions around the world. We've seen continued growth linked to the investment being made in tourism, whether it's in the UAE, Saudi Arabia or Egypt. These are long-term investments, and that's what gives us confidence in our people, our owners, our products and our brands across this diverse and complex region.”
Governments across the region continue to invest in tourism infrastructure and diversify destination offerings, while hospitality operators are focusing on business models designed to adapt to changing market conditions.
Mattar said the sector's resilience is allowing operators to look beyond recovery and towards the next stage of growth.
“The hospitality industry in the region is resilient, and we are confident it will bounce back.”
Experience becomes a bigger driver
Source: Supplied | Haitham Mattar, Managing Director, India, Middle East & Africa, IHG Hotels & Resorts
Changing traveller behaviour is also influencing how hotels develop and position their offerings, with greater emphasis on personalised experiences, wellness and lifestyle-led stays.
“No two travellers are the same. People are no longer simply looking for a room; they're looking for experiences. Whether it's gastronomy, outdoor adventure, wellness, culture or heritage, these experiences have become major motivators for travel. Hotels are responding by becoming experts in creating and recommending experiences that are authentic and meaningful.”
The shift towards experience-led travel will feature across ATM's conference programme, including sessions examining how the hospitality industry is responding to changing commercial and consumer dynamics.
On the Global Stage, the session Does the Hospitality Industry Need Reinventing? will examine how hotel operators are responding to a new phase of commercial recalibration. The discussion will explore strategies including asset repositioning, wellness, branded residences, mixed-use developments and experience-led programming as operators seek to strengthen resilience and long-term value.
The session will feature Amir Golbarg, chief operating officer at Minor Hotels, and will also examine changing investment priorities and the commercial strategies shaping the future of hospitality.
What do today's travellers want?
On the Future Stage, Decoding Hospitality Growth – What Do Today's Travellers Want? will explore how hotels are responding to increasingly multi-motivated travellers.
The session will bring together Hala Matar Choufany, president MEA & South Asia at HVS; Justin Reid, senior director of global partnerships at Tripadvisor; Jad Shamseddin, chief operating officer at Aleph Hospitality; and Sarah Duignan, director, client relationships at STR.
The discussion will focus on personalised experiences that combine wellness, culture, connection and value.
Danielle Curtis, regional portfolio director – UAE, RX Global, said the themes reflect wider changes taking place across hospitality. “These insights reflect many of the trends shaping the global hospitality industry today. Across the Middle East, investment continues to accelerate while traveller expectations are becoming increasingly experience-led, personalised and wellness-focused.
"Through a range of dedicated sessions, ATM provides a platform for the industry's leading voices to explore these changes, share practical strategies and build the partnerships that will drive the future of hospitality.”
Technology reshapes the guest journey
Technology will also feature prominently through ATM Travel Tech, the co-located event focused on innovations transforming the travel and hospitality sectors.
The event will showcase technologies including AI-powered personalisation, predictive guest services, robotics, immersive technologies and smart hospitality solutions, with a focus on how these tools can support more seamless guest experiences while improving operational efficiency.
ATM Travel Tech will feature more than 180 exhibitors from 30 countries across two dedicated halls. Its 850m² Tech & Innovation Hub will showcase AI, VR and AR, robotics, fintech and green technologies.
The Future Stage will also bring together technology leaders, entrepreneurs and futurists to discuss artificial intelligence, immersive commerce, cybersecurity and sustainability.
Leading hospitality brands exhibiting at ATM 2026 include IHG Hotels & Resorts, Accor, Minor Hotels, Rotana, Hilton, Jumeirah, Mandarin Oriental, Four Seasons Hotels & Resorts, Rixos Hotels and Sofitel, alongside destinations, tourism authorities and hospitality technology providers from across the globe.
ATM, now in its 33rd year, has grown 16% year-on-year and attracts more than 55,000 travel professionals from 166 countries, according to organisers.
By bringing together hospitality leaders, technology innovators and tourism decision-makers, ATM 2026 will examine how investment, resilience, innovation and changing guest expectations are shaping the future of hospitality in the Middle East and beyond.
