Middle East hospitality embraces resilience and experience-led growth as industry prepares for ATM 2026
The Voice of Chandigarh | Travel Trade Reporter
As hospitality leaders respond to changing guest expectations and a rapidly evolving market, Arabian Travel Market’s (ATM) 2026 will explore how businesses are adapting through personalised experiences, innovation and long-term investment.
Taking place from 14-17 September 2026 at Dubai World Trade Centre under the theme ‘Travel 2040: Driving New Frontiers Through Innovation and Technology,’ ATM will bring together hospitality leaders to explore how hotels are responding to changing consumer behaviour while building resilience across one of the industry’s most dynamic regions.
According to Haitham Mattar, Managing Director, India, Middle East & Africa, IHG Hotels & Resorts, the Middle East’s sustained tourism growth continues to reinforce confidence in the hospitality sector, supported by long-term investment across key markets.
Mattar said: “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.”
As governments continue to invest in tourism infrastructure and destinations diversify their offerings, hospitality operators are increasingly focused on creating business models that are both resilient and adaptable. At the same time, evolving traveller behaviours are reshaping the way hotels compete, with operators placing greater emphasis on personalised experiences, wellness and lifestyle-led offerings to drive long-term value.
Highlighting the sector’s enduring strength, Mattar said: “The hospitality industry in the region is resilient, and we are confident it will bounce back.”
Mattar believes that this resilience is enabling the industry to look beyond recovery and focus on meeting the expectations of a new generation of travellers.
“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.”
These themes will feature across ATM’s conference programme. 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, exploring strategies including asset repositioning, wellness, branded residences, mixed-use developments and experience-led programming to strengthen resilience and long-term value. Featuring Amir Golbarg, Chief Operating Officer, Minor Hotels, the discussion will also examine changing investment priorities and the commercial strategies shaping the future of hospitality.
Complementing this discussion, the Future Stage will host “Decoding Hospitality Growth – What Do Today’s Travellers Want?”. Bringing together leading industry experts including Hala Matar Choufany, President MEA & South Asia, HVS; Justin Reid, Senior Director of Global Partnerships, Tripadvisor; Jad Shamseddin, Chief Operating Officer, Aleph Hospitality; and Sarah Duignan, Director, Client Relationships, STR, the session will explore how hotels are responding to increasingly multi-motivated travellers by creating personalised experiences that combine wellness, culture, connection and value.
Together with the Experience Hub, the programme will provide strategic insights into how innovation, collaboration and long-term planning are shaping the next chapter of global tourism.
Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said: “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.”
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.
Innovation will also be a central focus through ATM Travel Tech, the dedicated co-located event showcasing technologies transforming the guest journey. From AI-powered personalisation and predictive guest services to robotics, immersive technologies and smart hospitality solutions, ATM Travel Tech will demonstrate how technology is enabling hotels to deliver increasingly seamless and experience-led stays while enhancing operational efficiency.
By bringing together global hospitality leaders, technology innovators and tourism decision-makers, ATM 2026 will provide a platform to examine how resilience, innovation and evolving guest expectations are shaping the future of hospitality in the Middle East and beyond.
Registration is live for ATM 2026. Media can register here; to register as a visitor, click here; and for enquiries related to exhibiting, please click here.
