What’s the secret to a happy holiday? Over the years, inevitable changes have transformed travel, and there’s plenty of fun to be had.

In the Middle East, Saudi Arabia’s record-breaking investments in giga-projects, the UAE’s embrace of AI-driven personalization, and Sharjah’s push for off-grid eco-retreats are charting a new course for how people travel. Family-centric vacations, cruise tourism, and multi-country itineraries are emerging here first, signaling that what takes root in the Gulf often ripples out to the rest of the world.

SMARTER TRIPS, POWERED BY AI

Shilpa Mahtani, Co-Founder and Managing Director of bnbme holiday homes by Hoteliers, said that AI and virtual reality are transforming the way travelers approach trip planning, changes her company has already embraced.

“At bnbme, we’ve seen AI and VR completely change how travelers plan their trips, and we’ve already implemented these technologies into our guest journey,” Mahtani says.

According to her, AI takes much of the stress out of endless searching by recommending homes and experiences tailored to a guest’s preferences. It also streamlines the enquiry and booking process, delivering “super prompt, highly accurate answers that give guests more options and enable quicker decision-making.”

She added that VR has been equally impactful, as it allows guests to virtually walk through a property before booking. “This builds confidence and trust in their choice,” Mahtani says, adding that transparency helps property owners showcase their homes more effectively.

THE RISE OF THE SOLO TRAVELER 

Meanwhile, more travelers are embracing the freedom, flexibility, and self-discovery that come from exploring the world alone. From navigating bustling cities to finding quiet escapes, solo journeys allow individuals to set their own pace, follow their own interests, and create experiences that are truly personal.

Rami AlMoallim, Vice President of Destination Management and Marketing, said several factors are driving the rise of solo travel in the region, particularly among women and millennials.

“Travellers aren’t just ticking a box anymore — they are seeking personal growth and self-discovery with every trip, and solo travel is one way to achieve that,” AlMoallim says. Millennials, in particular, are drawn to transformative experiences that allow them to step outside their comfort zones, engage with new cultures, and learn about themselves. For women, he adds, solo travel often represents independence and empowerment.

Increased accessibility and availability of information have made traveling alone far less daunting than it once was.

When it comes to what solo travellers are looking for, safety and community top the list, says AlMoallim. “They need to feel secure in their environment, and this is non-negotiable, especially for women. Solo travelers prioritize clear information, reliable transport, and well-organized experiences.”

According to AlMoallim, AlUla is extremely safe for solo travelers. “The local community’s inherent Saudi warmth and hospitality, coupled with our diverse, curated experiences, contribute significantly to positive solo travel experiences.”

He points out that festivals and events, such as AZIMUTH, AlUla Wellness Festival, or the Ancient Kingdoms Festival, offer avenues for solo travelers who appreciate the option to connect with others, whether through group activities, shared dining, or friendly interactions with locals. He adds that AlUla offers a balance of adventure — hiking scenic trails to hot air ballooning and stargazing—wellness, and culture.

BEYOND FIVE STARS: EXPERIENCES THAT LINGER 

Demand for luxury travel experiences is also growing at an impressive rate. Today’s high-end travelers seek journeys that combine comfort and sophistication with unique, personalized adventures that leave lasting memories. From private cultural tours and wellness retreats to bespoke culinary experiences and hidden natural escapes, luxury travel is evolving into a deeply experiential pursuit, where the story of the journey matters as much as the destination itself.

AlMoallim says that the concept of luxury in travel has evolved significantly. “It’s no longer solely about opulent amenities or lavish surroundings, though those certainly remain important,” he says. “The true luxury now lies in access to places, stories, and moments that are rare and deeply personal, that cannot be replicated elsewhere.”

AlMoallim says privacy and personalization are key for luxury travelers.. “High-end travelers increasingly prefer private tours and bespoke itineraries that allow them to explore at their own pace, away from crowds, and with expert guidance.”

WHERE BUSINESS MEETS ADVENTURE 

Bleisure travel, the blending of business and leisure, is now a defining feature of modern work culture  Professionals are increasingly extending business trips to explore new destinations, immerse themselves in local culture, or simply recharge  For hotels, airlines, and destinations, this shift presents an opportunity to reimagine services that cater to travelers who want to balance meetings with memorable experiences.

Guillermo Carlos Salvatori, General Manager at Mövenpick JLT, Voco Bonnington, and RIVA Beach Club, says that the rise of bleisure reflects a wider cultural shift in people’s work and travel.

“As the lines between professional and personal life continue to blur, more business travelers are extending work trips to include leisure, turning traditional business travel into richer, more balanced experiences,” Salvatori says.

Salvatori adds that hotels are rapidly adapting to this new kind of travel.   Many are redesigning lobbies and business centers into co-working zones with 24/7 access and networking opportunities.

Some properties are pushing the concept further, introducing beachside workstations, ergonomic rooms with in-room printing, extended-stay amenities, and curated “bleisure bundles.” He says these are designed “to make it easier for professionals to balance productivity with relaxation.”

AlMoallim notes a clear shift in traveler behavior, moving from the traditional “vacation” mindset to a more fluid “work-from-anywhere” approach. “Travellers are no longer confined to short breaks; they can now extend their stays and truly immerse themselves in a destination, exploring all that it has to offer,” he adds.

He says that for AlUla, this trend has led to extended average stays and growing demand for experiences that blend productivity and relaxation. “Our Summer Untold campaign, for instance, offered special hotel rates and nighttime adventures, specifically targeting digital nomads and those looking to extend their stays during our shoulder period.”

He also points to Cloud 7 Residence AlUla as an example of catering to the needs of digital nomads. “The hotel delivers the perfect balance of productivity and play. Its bungalows, outfitted with kitchenettes, private terraces, ergonomic living areas, and reliable free Wi-Fi, feel like a home-away-from-home, complete with lounge areas and flexible coworking zones.”

TRAVEL BY TASTE: BAKERY TRAILS 

Interestingly, bakeries have quietly become cultural destinations in their own right. For today’s Gen Z travelers, the humble bakery is more than a pit stop for pastries; it’s a window into a city’s soul. This growing fascination with bakery tourism is reshaping food travel, with local patisseries and cafés turning into must-visit landmarks that are as Instagrammable as they are indulgent.

Rohan Charanji, Head of F&B at Th8 Palm Dubai Beach Resort and Wyndham Residences, The Palm, said that the appeal of bakery tourism for Gen Z lies in its intimacy and authenticity.

“There’s something deeply personal about a bakery,” Charanji says. “It’s not just about taste; it’s about ritual, nostalgia, and craftsmanship. Gen Z is drawn to places that feel real, where the story behind the bite matters as much as the flavor.”

According to him, this mix of intimacy, aesthetics, and emotional resonance makes bakery culture so appealing to younger travelers  “That’s what this generation is chasing,” he adds, “experiences that are both shareable and soulful.”

Local bakeries are also beginning to leverage this trend to attract food-loving travelers. At Mimo Café, for instance, the team reimagined the Portuguese classic pastel de nata. “While we offer a traditional version, we’ve also introduced playful reinterpretations with seasonal toppings, creating moments of surprise and delight,” he says.

For Charanji, these details matter. When food becomes a memory, he adds, “tourism becomes a connection.”

Experts concur that as the Middle East continues to innovate, the future of travel here promises even more immersive, personalized, and boundary-pushing experiences.