Leading luxury hotels in Dubai and the wider region are increasingly adopting tailored and personalised experiences to meet the growing demand from travellers seeking services that reflect their individual preferences and lifestyles.
This trend, known as hyper-personalisation, was a key focus at Arabian Travel Market (ATM) 2025, where industry experts discussed how technology and bespoke offerings are reshaping luxury travel.
Rise of hyper-personalisation
Executives from major hotel groups such as Minor Hotels, Fairmont, and Marriott highlighted the growing use of artificial intelligence, chatbots, and customised amenities to deliver highly personalised guest experiences. Hyper-personalisation involves anticipating both explicit and unspoken guest needs, moving beyond traditional service models.
Nicolas Hauvespre, VP of luxury brands at MEA Marriott, said, “When it comes to hyper-personalisation, for many brands, this goes far beyond traditional service. It’s about creating something highly tailored and curated through leveraging technology and building on your culture, so you can develop that anticipatory service and meet both the explicit and unspoken needs of your guests.”
Industry insights and regional projects
The ATM Travel Trends Report 2025 found that 85% of hoteliers now view personalisation as a key driver of revenue, with tailored experiences generating up to 5% additional income.
Market research by Future Market Insight Inc forecasts the global personalisation market in travel to reach US$620.71 million by 2032.
Loay Nour, Vice President of Fairmont Brand and Marketing Communications, said, “Luxury is not one size fits all, it’s no longer about recognising someone by the name or knowing their preferences in their profile… they have a certain minimum of expectations.”
In the Middle East and Africa, Marriott is expanding its luxury footprint with projects like the Ritz-Carlton Reserve at Nujuma in Saudi Arabia’s Red Sea and a collection of Ritz-Carlton safari lodges in eastern Africa, focusing on immersive and authentic experiences. Minor Hotels is using its agile structure to pilot hyper-personalised offerings at properties such as Anantara Santorini Abu Dhabi, which has seen strong performance through this approach.
Future outlook
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “Today’s travellers are looking for more than exceptional service; they expect tailored journeys that reflect who they are and what they value. At ATM, we are witnessing how hospitality brands are rising to the challenge, providing guests with luxury experiences that are personalised, sustainable and connected to people and place.”
Luxury travel and travel technology will remain key themes at Arabian Travel Market 2026, scheduled for May 4–7 at the Dubai World Trade Centre.
tanvir@dubainewsweek.com
