Exclusive interview with Siegfried Nierhaus, Vice President and Head of Development, Middle East, India & Africa, H World International

How has Future Hospitality Summit 2025 shaped up as a platform for thought leadership and collaboration within the hospitality space this year?

The Future Hospitality Summit continues to play an instrumental role in driving impactful dialogue and connections for hospitality brands in the region. This year, the summit highlighted how the industry is evolving towards purpose-driven growth and sustainable transformation.

For H World International, FHS 2025 has provided us with the opportunity to connect with investors, owners, and developers while sharing insights on aligning hospitality development with evolving traveller expectations. The summit’s focus on innovation and long-term value creation aligns with H World International’s vision to grow responsibly across key markets in the Middle East. FHS 2025 highlighted some key industry insights as well as key milestones and achievements by regional and international hospitality brands. We are proud to mark a key milestone on such a dynamic international platform. Globally, H World Group celebrates 20 years this year, with more than 12,000 hotels and 1.1 million rooms worldwide, and conferences such as FHS 2025 have played an important role in shaping our partnerships in the region.

What were some of the key trends or conversations at FHS 2025 that resonated most with you and your brand’s direction?

This year, the summit reflected a significant connection between digital transformation, sustainability, and authenticity as defining themes for the future of hospitality. These trends are shaping investment and operational strategies across the sector. The growing demand for high-quality mid-scale offerings was particularly notable, which has been an important focus for us. Our IntercityHotel brand continues to demonstrate a defining presence across the Middle East, focusing on functionality, urban designs, and efficiency that resonates with younger travellers who value reliability and purpose. We also saw greater emphasis on wellness and purposeful travel. Across our portfolio, the goal remains to create hotels that are operationally efficient, sustainable, and emotionally engaging.

We are incorporating more wellness-oriented elements across H World International’s hotel concepts, from enhanced fitness and relaxation spaces to thoughtful design that promotes rest and recovery. The industry-wide emphasis on sustainability, wellness, and localisation aligns closely with our approach of developing hotels that are operationally efficient while remaining culturally connected to their destinations.

You have led development across three vastly different regions, what’s one cultural insight that’s changed how you view hospitality altogether?

Having worked across Europe, the Middle East, and Africa, I have learned that hospitality may be a universal language, but its expression is entirely local. True hospitality is about resonance rather than replication.

Each market carries its own identity. At H World International, we translate these nuances into experiences that combine the local heritage and culture with hospitality excellence that defines our brands in the region. This approach has shaped our expansion in key source markets such as Egypt, where our highly anticipated Steigenberger Saint Catherine Resort and Steigenberger Resort Byoum Lakeside, will soon welcome guests to experience world-class hospitality in very distinctive destinations.

Furthermore, Steigenberger Saint Catherine Resort is the first international hotel brand in the region – a UNESCO heritage site, offering modern comfort and historic charm. This development reflects H World International’s vision to be the trusted partner of choice for owners and guests across the Middle East and Africa, supporting long-term growth in alignment with national tourism goals.

Can you share your insights on how evolving travel behaviours and cultural expectations are influencing how global hospitality brands redefine “guest experience” today?

Today’s traveller seeks far more than comfort or convenience; they expect a seamless, personalised, and purpose-driven experience. The integration of technology, sustainability, and emotional connection now defines the modern guest journey. Our regional portfolio mirrors these factors with brands such as IntercityHotel offering modern, functional spaces elegantly designed for today’s connected traveller. H Rewards, the world’s largest hospitality loyalty programme with over 288 million members, has also been pivotal to this transformation, allowing us to personalise stays, enhance guest engagement, and offer added value. As guests seek brands that combine quality with sustainability, our hotels integrate energy efficiency, reduced plastic use, and locally inspired designs, ensuring that every stay reflects both modern expectations and the enriched regional culture.

At H World Group, our global presence consists of more than 12,000 hotels and over 1.1 million rooms across 19 countries, enabling us to gain real-time insights from diverse guest demographics and cultural nuances. This scale gives us a deeper understanding of what travellers value most, enabling us to deliver experiences that balance local authenticity with consistent global quality.

We are seeing travellers seeking more authenticity and emotional connection, how is H World International interpreting this shift in its hotel concepts?

Authenticity and emotional resonance are increasingly central to how travellers define value. At H World International, we view this shift as an opportunity to craft experiences that tell a story, one that connects the guest to the culture, community, and sense of belonging. Across our portfolio, this philosophy is reflected through architecture, design, and locally inspired experiences. A great example is IntercityHotel Riyadh Al Rayaan, opening in June 2027, which blends German hospitality traditions with contemporary Saudi design influences, creating a product that feels both international and locally relevant.

Likewise, our Steigenberger Saint Catherine Resort in Egypt is inspired by the cultural and natural heritage of its surroundings, embodying a timeless design that honours the authenticity and spirit of Saint Catherine, a UNESCO heritage site.

This balance between cultural integrity and operational excellence enables us to create environments where guests feel genuinely connected to their destination.

With generational and cultural differences shaping travel demand, what challenges or opportunities do you see in designing experiences that feel globally relevant yet locally grounded?

The hospitality sector is navigating a complex yet exciting landscape, where generational and cultural diversity are reshaping what guests value. Younger travellers prioritise digital convenience, flexibility, and sustainability, while established segments continue to seek consistency and service excellence. The challenge and the opportunity lie in harmonising these expectations. At H World International, we are focusing on creating spaces that transcend demographics, combining timeless comfort with modern relevance. We integrate sustainable design, local materials, and technology to ensure our hotels remain adaptable and meaningful in every market.

Exclusive interview with Sébastien Carre, Group Head of Hospitality at Red Sea Global Hospitality 

With more than three decades in luxury hospitality, what continues to fuel your passion for creating world-class guest experiences?

What continues to drive me is the sense of discovery that comes with every new project. Saudi Arabia is incredibly disruptive at the moment, surprising the world and emerging as a completely new destination. For people like us who have spent our lives crafting experiences across the world, this is an extraordinary new playground.

The quality of the resorts, the pristine coastline and the heartfelt nature of Saudi hospitality make it an enormous canvas for professionals to create on. What excites me most is being part of something that feels authentically Saudi yet resonates with guests from everywhere. Red Sea Global Hospitality is the country’s first homegrown luxury operator. We are built on Hafawah, the Saudi spirit of generosity and intuitive care. Our focus is on creating places that connect people to nature, to culture and to one another.

You can see this philosophy come to life in our first resorts. Desert Rock is carved into the Hijaz mountains, while Shebara rises above a turquoise lagoon surrounded by coral, its mirrored villas appearing to float on water. Each property is entirely different, yet both share the same purpose to celebrate nature rather than compete with it. Together, they set a new benchmark for how luxury can look and feel when it grows out of its environment.

Every day brings new learning and new challenges, and that sense of constant evolution is what keeps me passionate. There is something special about seeing guests react with wonder, because it reminds us that we are part of something that is fundamentally redefining what luxury hospitality can be.

With such an expansive career behind you, what personal philosophies have kept you grounded through the shifts in global hospitality?

I believe hoteliers are humble by nature, because at the end of the day, our purpose is to serve and to create meaningful memories for others. The humanity of this profession is what gives it its purpose and keeps us grounded.

Of course, hospitality is also a business with commercial outcomes, but that is not what drives most of us. The difference between good and great hospitality always comes down to people. Genuine care for guests and for colleagues creates an environment where excellence happens naturally. When you lead with empathy and listen, everything else tends to follow.

Throughout my career, whether in the Indian Ocean, the Pacific or now here in Saudi Arabia, what has remained constant is the respect for people and the recognition that genuine hospitality stems from cultural values, family upbringing and the social codes that define a community. When people share values and feel proud of what they are building together, excellence comes naturally. Whether it’s connecting guests to new cultures or building teams with shared values, it always comes back to people who genuinely want to care for others.

What inspired your transition from Four Seasons’ legacy of luxury to Red Sea Global’s vision of regenerative luxury? Was there a defining moment that made you say, “This is where the future lies”?

After many years with an exceptional organisation that shaped much of my professional outlook, I wanted to be part of something different and The Red Sea offered that possibility. It combines extraordinary natural beauty with a commitment to rethinking how destinations are built and sustained.

When I first visited the region two years ago, the scale of its untouched landscapes left a lasting impression on me. I had travelled to Saudi Arabia many times for business in Riyadh and Jeddah, but I had never imagined that the coastline was so pristine. Flying over the region in seaplanes reminded me of the South Pacific. The lagoons, coral reefs and desert terrain were pristine, protected by a master plan that ensures ninety-nine percent of the area remains preserved, with only one percent designated for development. That level of stewardship is rare in our industry.

As hoteliers, we have spent the past decade focusing more on sustainability, but here it is part of the project’s DNA from the beginning. Seeing regeneration move from intention to measurable reality gives our work meaning.  It also resonates with guests and with the new generation of employees who want to be part of something that matters.

This is what convinced me that the future of our industry lies here. We have the chance to redefine what luxury means for the next generation, where comfort and conservation coexist, and where travel truly becomes a force for good.

Having managed world-class resorts across Seychelles, Bora Bora, and Provence, how do you translate those refined operational standards into the DNA of The Red Sea and AMAALA?

Throughout my career, I have learned that local culture shapes how guests connect with a destination. Today’s travellers seek authenticity and moments that reveal a place’s true character. This comes from diversity, meeting people, understanding different ways of life, and connecting with their stories. This philosophy underpins everything we do at Red Sea Global Hospitality. Every property is rooted in its surroundings, whether it is Desert Rock, which sits in the mountains or Shebara that rises from the water, or Thuwal Private Retreat, which offers Saudi Arabia’s first private island for exclusive hire. Each expresses luxury differently, yet all share the same foundation of precision, genuine care, and deep respect for the environment and community.

In Saudi Arabia, guests are discovering a culture still largely unknown to them and are often surprised by the warmth and generosity of the people. Translating that authenticity into our operations is just as crucial as maintaining international standards. For us, service excellence and local pride go hand in hand.

In every property, we combine operational precision with emotional intelligence, ensuring that international service standards are met while honouring the warmth and authenticity of Saudi hospitality. Our expectations for service, sustainability and design are exacting, but we balance them with Hafawah, the Saudi spirit of warmth, sincerity and intuitive care. That is how we transform global excellence into a Saudi-born expression of luxury.

As hospitality becomes more purpose-driven, how do you inspire teams to align with RSG’s regenerative tourism vision, beyond the traditional guest-service mindset?

The key is aligning with the purpose of a generation rather than trying to convince them. We integrate regeneration and sustainability into our master planning and priorities, so people can see for themselves, without being pitched, that this is who we are.

Many of our team members join because they already share that sense of purpose. There is strong pride and belonging, especially among young Saudis who are deeply connected to their homeland and its progress. They understand that by joining the tourism sector they are contributing not only to an industry but also to a national vision.

That pride, combined with strong family and community bonds, is what makes Saudi hospitality so genuine. It comes from upbringing, from values that have been passed down through generations.. The kindness and generosity you experience here are not scripted, they are simply part of who people are. That authenticity is what makes this new era of hospitality so meaningful.

When team members believe so deeply in what they are doing, that authenticity becomes contagious. It shows in every guest interaction, and it travels organically through word-of-mouth and social channels. Many of our guests come from countries where we have done zero marketing, simply because the experience is disruptive and worth sharing.

By: Rasha Al Mubarak, the visionary Founder & Chairwoman of Music Nation

1. Can you tell us a bit about your background and what drew you to the world of music rights?

I was fortunate to grow up in a family that deeply valued culture, justice, and humanitarian work. At the same time, I have always been passionate about music, art and storytelling as powerful ways to share our heritage. The intersection of these influences: law, humanitarianism, and creativity, naturally drew me to music rights, where I saw an opportunity to protect creators, empower communities, and ensure that culture remains accessible and celebrated.

• How would you describe Music Nation’s mission and the role it plays in supporting artists and the creative economy as a whole?

Music Nation was founded with a clear and compelling mission: to support music creators and rightsholders within the UAE by protecting and licensing their copyrighted works to businesses that use music, but also offering guidance on their career development throughout the music industry. We empower creators to understand the business landscape, cultivate meaningful industry relationships, and effectively monetize their work.

• Congratulations on Music Nation’s Collective Management Organization (CMO) permit award by the Ministry of Economy and Tourism. What does this milestone mean for music creators as well as the hospitality sector, and why is such recognition so important for all parties?

For me, this historic milestone is about recognition. It means that music creators in the UAE, and from around the world, now have an official, trusted body that protects their rights and ensures they are fairly compensated whenever their music is played. That sense of security allows them to focus on their craft, knowing their work is valued and protected.

At the same time, hotels, restaurants, and other venues also benefit from this system. Instead of navigating a gray area, they now have a clear legal framework to play music, while respecting the creators behind it. This creates a healthier, more transparent ecosystem where everyone wins: artists are rewarded, businesses have peace of mind, and audiences get to enjoy music in spaces that honor creativity.

• Your collaboration with global entities BMI and SoundExchange is notable. How do these partnerships enhance Music Nation’s capacity to meet international standards in rights management?

I’m grateful for the opportunity to work alongside our partners BMI and SoundExchange; organizations with long-standing, global reputations. BMI helped us build the foundation for public performance licensing in the UAE years ago. Their expertise ensures that songwriters and publishers are properly supported and compensated through proven technology and systems.Our partnership with SoundExchange has taken things further in the neighboring rights space. Their advanced technology, data tools, and administration capabilities are the best in the business, and these systems allow us to collect and distribute royalties for performers and producers/labels with speed, accuracy and transparency.

What this means for our artists is that they’re getting world-class rights protection and royalty distribution. For me, it’s a source of pride to bring these advanced systems home to the UAE, so that artists here benefit from fairness, clarity, and credibility that matches what creators around the world expect and deserve.

• It can be problematic when it comes to businesses playing music because of the complexity and legal risks involved. How does Music Nation simplify this process for restaurants, hotels, and other F&B operators?

In the past, music licensing was cumbersome and essentially ambiguous. Today it is just the opposite. Our leadership recognizes the positive impact of the UAE’s creative and cultural industries and has introduced robust copyrights legislation to protect and nurture our creatives and provide them with the opportunity to build sustainable careers through royalty distribution. The ambiguity of the past has been resolved through regulation, and using music today without a license is considered copyright infringement, carrying significant risks. With Music Nation, we facilitate all of that licensing officially, seamlessly and throughout the UAE.

Music Nation was built for this purpose. In the world of music copyright law, we have authors rights that protect the authors and publishers of a song  and we have neighboring rights (also known as related rights) that protect the performers and producers/labels of recorded music. In most other markets, a business would have to pay a license fee to one society for author/publisher rights and another fee to another society for neighboring rights. Music Nation is the one-stop solution for licensing all of these rights under a single umbrella. This simplifies things enormously, and we believe we are the first Collective Management Organization in the world to natively achieve this. Rather than juggling multiple contracts with multiple parties or risking unlicensed use, hospitality licensees like restaurants and hotels can now secure clear, legal access to music with one efficient license from Music Nation.

• Music is often seen as culture, but it’s also a powerful economic driver. How do you see licensed music contributing to the growth of the UAE’s creative economy?

I’ve always believed that music is both a cultural heartbeat and an economic engine. When music is properly licensed, it ensures that creators are fairly compensated, which in turn encourages more artists to invest their time, talent, and resources into making more music. This cycle doesn’t just benefit artists; it supports businesses, creates jobs, and attracts investment into the wider creative industries.

In the UAE, this has an even greater significance. The country has placed the creative economy at the center of its National Strategy for Cultural and Creative Industries 2031, aiming to make it one of the nation’s key growth sectors. Licensed music plays a direct role in that vision: it gives artists a reliable income stream, provides venues and businesses with legal clarity, and builds trust in the ecosystem.

• As a successful Emirati entrepreneur, what lessons have you learned on your journey that you would like to pass on to the next generation of women leaders?

One of the most important lessons I’ve learned is to take the time to truly search for your passion. It’s not always obvious at first, but once you find what excites you, what gives you energy, that’s where your strength lies. And when you do discover it, I encourage you to think about how to turn that passion into something both innovative and meaningful, while staying authentic. Something that not only allows you to express your creativity but also benefits the community around you.

For me, combining my love for law, humanitarian work, and the arts led to building organizations that protect creators and give back to society. That balance is what keeps me motivated.