Hospitality News
Emirates, IKEA, Lulu Hypermarket Rank Among Top 5 UAE Brands for Exceptional CX in KPMG 2022 CEE Report
The UAE’s top brands accelerated their digital transformation to improve engagement with customers during and after the pandemic, with Emirates, IKEA and Lulu Hypermarket overtaking a majority of retail brands with stellar customer experience. This is according to KPMG’s 2022 Customer Experience Excellence (CEE) report, which captured the views of more than 89,000 customers on their experiences with brands across the UAE.
Emirates has retained the top spot for upholding its legacy of outstanding service and customer engagement. Leading in all six CEE pillars, Emirates demonstrated a well-executed end-to-end CX. IKEA earned a CX top ranking for its wide range of product categories available at a one stop-shop, as well as its home delivery service featuring real time updates on the status and progress of orders.
Meanwhile, many companies steadily improved their CX rankings since 2017 as a result of accessibility of stores, high-quality of customer service and loyalty apps. Services such as digital solutions and immersive guest experiences, including upgrading their visual communications platforms to enhance scheduling flexibility and adding professional video syncing capabilities, earned companies a top spot with consumers.
Goncalo Traquina, Partner in Management Consulting and Head of the Customer Advisory at KPMG Lower Gulf said: “The findings from the latest edition of the KPMG CEE report show that customers value brands that offer an interconnected experience across multiple channels. Many are leveraging AI-driven tools like predictive analytics to deliver a hyper-personalized experience that resolve issues before customers are even aware that they exist. From customizing website-based customer activity to intelligently recommending products, reaching out to customers with individualized offers and rewards at the right moment, UAE brands are going the extra mile to capture consumers. As they navigate the road ahead, they will need to remain agile as consumers seek out a blend of online and offline retail experiences.”
Despite the convenience of online shopping, the report shows that customers are returning to physical stores now that restrictions have been eased post pandemic. As a result of this, brands will need to focus on using advanced predictive and prescriptive technologies to mitigate customer problems before they occur. The report showed that many UAE brands are using modern tools and technologies to analyze data, mine insight, and optimize CX metrics to drive increased business value. They are moving from simply measuring customer satisfaction to complex multilevel measurement frameworks that span end-to-end journeys and drive decision making.
The KPMG CEE report also pointed to a heightened focus on ESG, with a majority of customers expressing desire to make more sustainable or ethical purchases in the next six months. This matches the findings of the KPMG 2022 CEO Outlook, where 74% of CEOs expressed that ESG and digital investment were inextricably linked, with 62% planning to invest at least 6% of revenues in programs that would help their organizations be more sustainable.
Hospitality
A SIZZLING VALENTINE’S ROMANCE AT MARRIOTT AL FORSAN
Indulge in a romantic four-course dinner paired with a bottle of Prosecco

Celebrate love this Valentine’s Day with an intimate dining experience at The Grill, Marriott Al Forsan. Couples are invited to indulge in a sizzling four-course dinner, thoughtfully crafted for the occasion and perfectly paired with a bottle of Prosecco.
Set against a warm and elegant ambiance, it’s the ideal setting for a memorable night together.
Date: Saturday, 14th February
Time: 6:30 PM – 11:30 PM
Venue: The Grill, Marriott Al Forsan, Abu Dhabi
Hospitality
PROJECT CHAIWALA AND OATLY INTRODUCE THE KARAK CLUB AT DXB AIRPORT
Project Chaiwala (PCW), Dubai’s homegrown chai brand founded in 2017 by Justin Joseph and Ahmed Kazim, has partnered with Swedish oat-based dairy alternative brand Oatly to launch The Karak Club, exclusively at Dubai International Airport (DXB). For a limited time, the world’s busiest international airport will welcome travellers from every corner of the globe to experience the UAE’s beloved karak chai with a plant-based twist.
With the support of travel and retail partner Lagardère Travel Retail, The Karak Club will be live across DXB Terminal 3 and select Terminal 1 outlets from December 15, 2025, to February 15, 2026. The concept reimagines Dubai’s unofficial national drink using Oatly’s non-dairy alternatives in innovative formats such as iced chai, smoothies, shakes, and soft serve. Travellers can also purchase limited-edition merchandise, including postcards, custom playing cards, luggage tags, stickers, and tote bags, celebrating the collaboration.
“This is Project Chaiwala showcasing Dubai’s unique flavour to the world through Oatly’s plant-based magic, turning karak from a fresh milk tradition into a global lifestyle experience,” said Ahmed Kazim, Co-founder of Project Chaiwala.
“Born from our first Karak Club community event at Project Chaiwala’s Cinema Akil flagship in Alserkal Avenue, this DXB edition targets young, global urban travellers seeking authentic flavours of Dubai’s third-culture identity in a modern, accessible way. As a homegrown brand with global aspirations, we’re proud to champion Dubai’s multicultural spirit at DXB, following our representations at SXSW 2025 with Museum of the Future, EXPO 2020, and COP28,” added Justin Joseph, Co-founder of Project Chaiwala.
“We’re honoured to bring the Karak Club to DXB, one of the world’s cultural melting pots, through our collaboration with Project Chaiwala and Lagardère Travel Retail UAE. Together, we’re celebrating the heritage of karak chai, reimagined with Oatly as a delicious alternative to the traditional dairy-based drink. In a moment of taste bonanza and rising non-coffee based beverages, Project Chaiwala’s creativity and Lagardère’s commitment to delivering lifestyle experiences at DXB enable us to bridge cultures through flavour for travellers and the wider airport community”, says Dimitri de Martignac, Regional Director Oatly MEA.
Founded after countless chai breaks between Justin Joseph and Ahmed Kazim during their time as colleagues in Dubai International Financial Centre (DIFC), Project Chaiwala was inspired by the founders’ brainstorming sessions and travels to Darjeeling and West Bengal’s tea estates, inspired by their love for getting the perfect cup of chai. Their first pop-up at Etisalat Beach Canteen led to the opening of the flagship Cinema Akil café in Alserkal Avenue in 2018, a cultural hub that captures the brand’s ethos of “Blending Tradition, Brewing Innovation.” The café’s offerings include the signature Clove-Chocolate Karak, vada pav, cheese toast, spicy chana, and Karak Groove Sessions with local DJs.
Evolving from a lifestyle café into an omnichannel brand, Project Chaiwala successfully pivoted during the 2020 pandemic, expanding into packaged retail with handcrafted tea blends now available at Spinneys, ENOC, Careem, Noon, and Amazon. The brand currently employs over 20 team members across café, retail, and B2B operations — including corporate outlets at ENBD and Standard Chartered, and more than 100 HORECA accounts. Through proceeds from its clay kulhar cups, Project Chaiwala supports ethical initiatives promoting education, clean water access, and women’s empowerment.
Activation Locations at DXB:
● Project Chaiwala, Concourse C, S34, Terminal 3
● Project Chaiwala, Daily DXB, Concourse B, Terminal 3
● Project Chaiwala, Concourse A, Terminal 3
● FIX Coffee, Daily DXB, Terminal 1
Hospitality
DUBAI’S HAG AL LEILA CELEBRATIONS DRAW STRONG ENGAGEMENT ACROSS CITYWIDE ACTIVATIONS

Dubai’s Hag Al Leila celebrations concluded this week with strong engagement across a wide-ranging programme of community, cultural, and destination-based activations, marking the opening moment of the Season of Wulfa and setting the tone for the Holy Month of Ramadan.
Observed across the city, Hag Al Leila in Dubai brought residents and visitors together through shared moments rooted in generosity, participation, and the exchange of sweets. From heritage-led experiences and neighbourhood gatherings to activations in major destinations, the programme reflected how the tradition continues to be lived and shared across generations.
Across the programme, activations recorded strong footfall and sustained participation, with high levels of engagement from families, children, and wider communities. Public response reinforced Hag Al Leila’s role as a shared cultural moment, experienced through familiar rituals that encourage connection, participation, and a gentle transition into the reflective rhythm of Ramadan.
Key activations across Dubai helped translate the tradition into diverse contemporary settings while remaining grounded in cultural authenticity. Dubai Hills Mall hosted one of the season’s most visible celebrations, adapting the traditional door-to-door custom into a guided, child-led experience within a major retail destination. Cultural institutions led by Dubai Culture delivered neighbourhood-rooted programming, including heritage trails, workshops, and creative activities designed to introduce younger audiences to the meaning and rituals of the occasion.
Dubai Municipality activated public spaces and community venues across the city, embedding Hag Al Leila within everyday neighbourhood life and ensuring broad public access to the celebration. At the Museum of the Future, the tradition was reimagined through an interactive cultural programme combining storytelling and hands-on activities, while the Knowledge and Human Development Authority’s student design initiative, delivered in collaboration with Patchi, engaged young people directly in cultural storytelling through contemporary creative expression. More than 45 activations unfolded across retail destinations, cultural venues, and community hubs, delivered in collaboration with a range of public and private partners as part of the wider Season of Wulfa programme.
Muna Faisal Al Gurg, CEO of the Museums and Heritage Sector at Dubai Culture, affirmed the Authority’s commitment to raising awareness of Hag Al Leila’s cultural significance, saying: “Hag Al Leila represents an authentic Emirati tradition that reflects the essence of our heritage and embodies generosity, kindness, and tolerance. It is also a powerful expression of our pride in our national identity. Through this initiative, we aim to strengthen community engagement, introduce the youth to our customs, and deepen their sense of belonging.”

Al Gurg added: “Each year, we celebrate this occasion through programmes hosted across our cultural sites to highlight the meaning, symbolism, and beauty of Hag Al Leila. We seek to preserve the custom in the Emirati collective memory, underscore its value, and showcase how it fosters harmony within the community. These efforts also help future generations connect with their roots and cultivate national pride.
Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said: “Hag Al Leila continues to resonate because it is experienced in familiar, shared spaces across the city. This year’s programme demonstrated how simple, community-centred moments can create meaningful connections, particularly for younger generations. The strong engagement we saw across activations reflects the city’s appreciation for traditions that bring people together and naturally set the tone for the Holy Month of Ramadan.”
With Hag Al Leila setting the tone across the city, the Season of Wulfa now moves into its next phase, as Dubai prepares to observe Ramadan through a programme of cultural, community, and citywide experiences shaped by reflection, connection, and shared responsibility.
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