The brand that matters in hotels & resorts in 2026

Fast Company Middle East unveils the Brands That Matter 2026 list, celebrating 32 winners across 19 categories. These brands are making a real difference, combining purpose with performance to create lasting impact. From advertising and banking & finance to retail and technology, they’re reshaping industries and championing values that matter most today

Few industries show a destination’s ambitions as clearly as its hotels. Across the region, new properties focus on guest experiences while governments invest in tourism and compete for global travelers. Hotel operators now face pressure to meet high standards that justify these investments and encourage repeat visits. The most successful brands are those that see hospitality as both a cultural experience and a disciplined business.

FIVE

For building hotels where the numbers speak loud

FIVE Hotels and Resorts recorded total revenue of AED 2.2 billion in 2025, with hospitality revenues rising 20% year-on-year to AED 1.98 billion. In a Dubai market averaging 80.7% occupancy, FIVE Jumeirah Village hit 90.5%, FIVE Palm Jumeirah reached 89.8%, and FIVE LUXE JBR achieved 86.7% in its first full year of operation. RevPAR at FIVE LUXE JBR reached AED 1,391, 198% above the city average. Live events contributed to revenue across the Dubai portfolio, anchored by the Pacha ICONS series, which alone generated AED 50 million. Ronin at FIVE LUXE was named Opening of the Year in the 2025 Michelin Dubai Guide. In June 2025, the group launched Destino Five Ibiza.