Hospitality used to be about a smile at check-in and a mint on your pillow. Now? It’s about regenerative travel, in-room yoga mats, and AI that knows your coffee order. Across the Middle East, the industry is scaling up while also slowing down, focusing on what truly matters to the next generation of guests.

Using the word “transformation” for the hospitality industry in the Middle East might actually undersell what’s happening. But it doesn’t change the undeniable impact it’s having on the region.

Haitham Mattar, Managing Director for India, Middle East & Africa at IHG Hotels & Resorts, shares the most transformative trends that are shaping the future of hospitality. 

THE BIG THREE 

Innovation driven by technology, the rise of blended travel & growing and operating sustainably. 

Mattar begins by emphasizing that technology is undeniably reshaping the hospitality industry while keeping the essence of personalized service and human touch at its core. 

He says, “The industry has a strong drive to build smarter, technology-enabled hotels that enhance guest experiences. This includes an array of advancements, including more contactless services, the integration of virtual reality, the presence of chatbots, and other innovative features and facilities.”

Next, he highlights the blurring lines between business and leisure travel, with trends like “workcations” reshaping traditional booking patterns. “Thursdays, once a typical check-out day, are now a prime check-in day as travelers extend weekends and work remotely,” Mattar shares.

IHG’s global brands are uniquely positioned to serve this demand, whether through industry-leading WiFi connectivity, flexible loyalty benefits, or spaces designed for productivity and relaxation. “For hotel owners, this shift helps balance demand across the week, optimizing occupancy and operational efficiency,” he adds.

Lastly, sustainability is no longer just a differentiator but a necessity, with travelers increasingly prioritizing eco-conscious choices. According to the World Travel & Tourism Council, 75% of travelers plan to adopt sustainable travel in the future, and 59% have already done so.

“At IHG, our Journey to Tomorrow strategy reflects this shift, with commitments to responsible tourism, to drive meaningful impact—ensuring our brands align with the values of tomorrow’s guests,” he adds. 

WELLNESS, SUSTAINABILITY, AND GUEST EXPERIENCE

Wellness has evolved from a niche offering to a fundamental expectation—especially in the Middle East, where travelers increasingly seek spaces that restore balance, whether for spiritual journeys like Umrah or holistic urban retreats.

For IHG, Mattar says, “We’ve embedded wellness throughout the guest experience across multiple dimensions: from spa facilities and dining options to sleep-focused amenities that promote recovery.”

This commitment goes deeper with EVEN® Hotels, one of the only hotel brands designed entirely around wellness in the premium segment. EVEN provides a truly holistic experience that unites the feeling of a vibrant, premium lifestyle hotel with a distinct offering, combining energizing spaces and wellness opportunities.

Every element—from fitness studios to in-room yoga equipment—is carefully curated to meet the growing demand for a design-led, destination-inspired, and wellness-focused travel experience.

Additionally, sustainability remains a key focus at IHG, with the company embedding it into every aspect of the business, reducing the environmental footprint, supporting local communities, and creating a better workplace for its people.

On the environmental front, Mattar highlights that IHG is working closely with hotels to cut carbon emissions, improve energy efficiency, and find sustainable alternatives to single-use plastic.

He says, “The IHG Green Engage system, for example, helps hotels assess and track their energy consumption and implement various energy-efficient measures.”

This includes using LED lighting, low-flow showers and faucets, utilizing alternative energy sources wherever possible, and tracking waste generation.

He continues, “Beyond this, we are deeply committed to making a real difference in our communities. Closer to home, our ongoing work with Al Noor Training Centre for People of Determination in Dubai is something we are especially proud of. In addition to providing financial support, we are taking a keen interest in training, mentorship, and fundraising initiatives.”

For its people, IHG is focused on creating an inclusive and supportive workplace by investing in training, well-being, and career development to ensure its teams are equipped for the future of sustainable hospitality.

At IHG, technology is designed to elevate rather than replace the human experience. From mobile check-ins to keyless entry, IHG is streamlining the guest journey while empowering its teams to deliver personalized, high-quality service. The industry-leading loyalty program, IHG One Rewards, uses smart insights to tailor stays based on guest preferences—from room types to curated packages.

Even as IHG adopts AI and automation, empathy remains at the core of its approach. The goal is to strike the right balance—combining digital convenience with genuine human connection, especially in a region where hospitality is deeply personal and culturally embedded.

WHAT’S POWERING REGIONAL TRAVEL BOOM

The Middle East is undergoing a transformational tourism surge, driven by bold government ambitions, infrastructure development, and rising demand for premium experiences.

Dubai welcomed a record 18.72 million international visitors in 2024, while Saudi Arabia is targeting 150 million by 2030. Mattar says, “For IHG, these are more than just numbers—they represent real momentum.”

The UAE accounts for over 14% of our development pipeline in the region (by room count), and Saudi Arabia represents over 54%. He notes, “We’re seeing robust growth across leisure, business, and religious travel, and we firmly believe the region will cement its position as a global tourism powerhouse.”

IHG’s expansion strategy focuses on high-growth markets where tourism demand is increasing and infrastructure is expanding. In the Middle East, this includes both major urban hubs and emerging secondary cities. Across Africa, the focus is on gateway destinations with long-term development potential.

“We continue to work closely with governments and development partners who align with our vision,” he adds. “For IHG, expansion isn’t just about scale—it’s about introducing the right brand in the right location, tailored to local needs and expectations, all while upholding our commitment to community and sustainability.”

SHAPING AUTHENTIC, EVOLVING HOSPITALITY BRANDS

Authenticity is central to IHG’s promise, especially in a region as diverse and heritage-rich as the Middle East. The brand empowers hotels to localise their offerings—from design and cuisine to experiences and storytelling—while maintaining consistent global standards. “Whether it’s celebrating Ramadan with bespoke packages, partnering with local artisans, or integrating Arabic design motifs, we’re intentional about honouring local culture,” says Mattar.

It all starts with people. At IHG, there’s a culture rooted in empathy, inclusivity, and empowerment, ensuring teams are supported and inspired to deliver exceptional guest care. The company continues to invest in training, mentorship, and skill development, with a strong focus on high-growth markets such as the Middle East.

Futureproofing, Mattar says, starts with listening—to guests, owners, and colleagues. “At IHG, we evolve continuously based on real-time insights and shifting travel behaviours. That could mean refreshing brand identities, upgrading digital experiences, rolling out new loyalty benefits, or entering emerging segments.”

With a diverse brand portfolio and a purpose-driven approach, IHG is built to adapt, ensuring every evolution delivers meaningful value. “Ultimately, it’s about staying ahead of expectations without losing sight of what truly matters to our guests.”