Exclusive interview with Thomas Kurian, General Manager, LEVA Hotels

1. LEVA operates in a space where lifestyle, affordability, and design intersect, what is the brand really trying to solve for modern travellers?

LEVA is fundamentally focused on addressing the growing gap between affordability and quality-driven hospitality experiences. Today’s travellers are increasingly looking for hotels that offer thoughtful design, comfort, flexibility, and strong locations without the premium pricing typically associated with lifestyle hospitality.

The objective is not simply to provide accommodation, but to create spaces that feel practical, contemporary, and experience-oriented for both short and extended stays. This includes offering functional living spaces, flexible stay formats, and an environment that balances convenience with a more relaxed, lifestyle-led atmosphere suited to the evolving expectations of modern travellers.

• As the General Manager of LEVA Hotels, what does success look like for LEVA beyond occupancy and revenue metrics?

Beyond occupancy and revenue, success for LEVA is measured by consistency in guest experience, operational adaptability, and long-term brand relevance within a highly competitive hospitality market.

Guest retention, positive sentiment, and the ability to create a seamless experience across different traveller segments are equally important indicators of performance. Internally, success also means maintaining operational efficiency while building a culture that allows teams to remain agile, service-oriented, and aligned with the brand’s long-term growth strategy.

• You often speak about transforming business complexity into structured growth, what does that look like inside a real hotel operation?

In a hotel environment, structured growth comes from creating operational clarity across multiple moving parts, from revenue management and staffing to guest services and procurement. Hospitality operations are inherently dynamic, particularly in a market like Dubai where demand patterns can shift quickly between corporate, leisure, and event-driven travel.

Transforming complexity into growth means building systems that allow teams to respond efficiently to these fluctuations while maintaining consistency in service delivery. It also involves using data more effectively to guide pricing, resource allocation, and operational planning, ensuring that growth remains sustainable rather than reactive.

• When guests choose LEVA over other Dubai hotels, what “specific experience promise” are they actually buying into?

Guests choosing LEVA are typically buying into a hospitality experience that combines accessibility, comfort, and lifestyle-driven design in a way that feels both practical and contemporary.

The promise is centred around delivering well-located, thoughtfully designed spaces that offer flexibility and ease without unnecessary complexity. Whether travelling for business, leisure, or extended stays, guests are looking for an experience that feels efficient, comfortable, and approachable while still maintaining the quality and atmosphere associated with lifestyle hospitality.

• How has Dubai’s shift toward experience-driven tourism impacted LEVA’s business model?

Dubai’s shift toward experience-driven tourism has reinforced the importance of flexibility and lifestyle positioning within the hospitality sector. Travellers are increasingly placing greater value on convenience, personalised experiences, and hotels that integrate seamlessly into their broader travel plans rather than functioning purely as accommodation providers.

For LEVA, this has strengthened the focus on curated stay experiences, flexible offerings, and value-added services that support both short leisure stays and longer-term guests. It has also increased the importance of location, design, and operational agility in meeting evolving traveller expectations across different demand segments.

• What is the biggest operational challenge in running a lifestyle hotel brand like LEVA in Dubai?

One of the biggest operational challenges is balancing guest expectations for premium, lifestyle-led experiences while maintaining efficiency and accessibility within a highly competitive market. Dubai’s hospitality sector moves at a very fast pace, with constant shifts in traveller behaviour, pricing dynamics, and service expectations.

For lifestyle hotel brands, this requires maintaining consistency in design, service quality, and guest engagement while also remaining operationally agile enough to adapt to changing market conditions. Managing this balance effectively is critical to sustaining both guest satisfaction and long-term operational performance.

Exclusive interview with Lucas Xie, General Manager Keeta UAE

The UAE’s food and hospitality ecosystem is evolving rapidly; how would you define Keeta’s role in shaping this transformation today?

The UAE’s hospitality ecosystem is entering a more mature and nuanced phase; where growth is increasingly defined by quality, consistency, and the ability to meet evolving consumer expectations.

At Keeta, our role is to support this evolution in a practical and sustainable way. We focus on enabling better everyday experiences, helping customers access trusted choices while ensuring that convenience is paired with reliability and value.

At the same time, we see ourselves as part of a broader ecosystem. The UAE is home to a diverse mix of long-standing institutions and emerging concepts, and our role is to support their continued growth by providing the infrastructure, visibility, and operational support needed in a digital-first environment.

Our role is to strengthen both sides of the experience, enhancing how people engage with food while supporting the resilience of the restaurant sector.

Your career spans major platforms like Baidu Waimai and Ele.me. What core lessons from scaling in China are most relevant to the UAE market today?

A key lesson I have learnt from scaling in China is that long-term success is built on consistency and trust, rather than short-term drivers alone.

While speed and convenience are essential, what ultimately matters is delivering a reliable experience that customers can depend on over time. This is what builds lasting engagement.

Another key takeaway is the importance of using data in a meaningful way. Data is most valuable when it enables better decisions; helping platforms and restaurant partners understand behavior, improve operations, and adapt to changing needs.

At the same time, each market has its own unique characteristics. The UAE stands out for its diversity, strong regulatory environment, and high expectations for service quality. What translates best is a disciplined approach to execution, combined with the ability to adapt to local dynamics with precision and respect.

How do you see the relationship between delivery platforms and restaurants evolving—from transactional to strategic partnerships?

The relationship is naturally evolving into a more integrated and collaborative model. Restaurants today are looking for partners who can contribute to their long-term growth, beyond simply facilitating orders. This includes supporting areas such as demand planning, menu optimization, and understanding customer behavior.

At Keeta, we approach this as a partnership built on shared success. Our focus is on enabling restaurants to operate more efficiently, reach the right audiences, and maintain the quality and identity that define their brand.

This is particularly relevant in the UAE, where many businesses are deeply rooted in the community, and where sustainability is closely linked to maintaining authenticity and consistency.

Keeta operates at the intersection of logistics and technology; how is data shaping decision-making for restaurant partners?

Data plays an increasingly important role in how decisions are made across the ecosystem. For restaurant partners, it offers clear visibility into customer preferences, ordering patterns, and evolving trends. This allows them to make more informed decisions around menu design, pricing, and operations.

From a logistics perspective, data enables greater efficiency; helping optimize delivery times, improve reliability, and enhance the overall customer experience. Our focus is on ensuring that these insights are practical and actionable. The objective is not to provide more data, but the right insights that can support tangible improvements in day-to-day operations.

Keeta has been rapidly strengthening its presence in the UAE, what have been the key drivers behind this growth? And could you share any recent milestones or initiatives that signal Keeta’s long-term commitment to the region?

Our progress in the UAE has been driven by a clear focus on building a strong  foundation aligned with the country’s economic vision.

Since launching in September 2025, Keeta has expanded to cover all seven emirates, with an approach centered on operational excellence, local partnerships, and long-term ecosystem contribution.

A key part of this has been supporting SMEs. Today, we have integrated over 5,000 UAE-based SMEs onto our platform, supporting the UAE’s transition toward a diversified, innovation-led economy.

Looking ahead, our strategy is focused on two priorities: technology investment and SME empowerment.

This is reflected in our recent partnerships with the Abu Dhabi Department of Economic Development (ADDED) and the Khalifa Fund for Enterprise Development (KFED), where we are working to accelerate the digital transformation of SMEs and strengthen the broader food delivery and logistics ecosystem.

Our commitment to the UAE is long-term, focused on building a resilient, inclusive, and innovation-driven hospitality landscape.

Given the UAE’s position as a global trade and logistics hub, how are ongoing supply chain dynamics and regional developments shaping the way food delivery platforms operate and scale locally?

Operating in a global hub like the UAE requires both agility and resilience.

The strength of the country’s infrastructure provides a solid foundation, and comes with high expectations for consistency and reliability.

For platforms, this means working closely with partners to navigate changes in supply, demand, and operational conditions. It also reinforces the importance of strong systems and real-time insights to maintain stability.

It also reinforces the role of delivery platforms in maintaing continuity, ensuring that customers have dependable access to food, while enabling restaurants to adapt to changing conditions.

What strategic priorities are guiding Keeta’s long-term roadmap in the UAE, particularly as the market matures and competition intensifies?

As the market evolves, our focus remains on building long-term value across the ecosystem.

This includes enhancing everyday value for customers through consistency and reliability. It also involves deepening our partnerships with restaurants, supporting their growth while preserving what makes them unique. Finally, we continue to invest in operational excellence and technology to meet evolving expectations and ensure a high-quality experience across all touchpoints.

Our approach is grounded in contributing meaningfully to the ecosystem, supporting its growth in a way that is balanced and aligned with the UAE’s broader vision.

Exclusive interview with Kozhaya Tannous, Cluster General Manager, Edge by Rotana

In a market like Riyadh where expectations are evolving rapidly, what does ‘modern hospitality’ actually look like in practice, not conceptually, but in how guests experience your properties day-to-day?

Modern hospitality in Riyadh is about delivering effortless, intuitive experiences that feel personal at every touchpoint. It is no longer only about facilities or design; it is about how naturally a guest feels understood throughout their journey.

For us, it means combining technology-enabled efficiency with genuine human warmth. Guests expect speed, simplicity, and consistency but they also value authenticity and cultural understanding.

On a day-to-day level, this translates into smooth arrivals, responsive teams, and a service culture that anticipates needs rather than reacts to them. Modern hospitality here is about being present, attentive, and consistently reliable.

Managing a cluster means managing complexity at scale, what has been the hardest leadership adjustment moving from single property to cluster oversight?

The biggest shift has been moving from hands-on operational leadership to empowering leaders across multiple properties.

In a single hotel, you are close to every detail. In a cluster, success depends on building strong teams, clear alignment, and trust in execution.

The challenge is not stepping away; it is stepping back without losing standards. You learn to lead through structure, clarity, and empowerment, ensuring every property reflects the same brand promise while adapting to its own market reality.

Ultimately, you move from managing operations to enabling performance at scale.

Riyadh operates at a unique intersection of rapid growth and cultural depth, what specific shifts have you made in your leadership style to stay effective in this environment?

Riyadh is a dynamic and fast-moving market, but it is also deeply rooted in culture and expectations. That combination requires a leadership style that is both agile and grounded. I have become more intentional in listening whether to guests, teams, or stakeholders. Decisions are made faster, but they are also made with greater awareness of context. I also place strong emphasis on visibility and presence on the ground. In this market, leadership is felt most when it is close to the operation and engaged with people directly. It is about balancing speed with respect, and growth with cultural understanding.

In a market dominated by luxury narratives, how does Edge by Rotana carve out a distinct value proposition without being perceived as just another midscale offering?

Edge by Rotana represents a smart, modern, and efficient approach to hospitality, designed to align with the evolving needs of today’s travellers. Rather than competing in the traditional luxury space, the brand offers a distinct value proposition that reflects how people live, work, and travel today. It focuses on delivering practical comfort with consistency, ensuring guests experience a seamless and reliable stay every time. Service is intentionally efficient and streamlined, removing unnecessary complexity while maintaining high standards of quality and care. At the same time, Edge embraces contemporary, lifestyle-driven experiences that resonate with a new generation of travellers seeking flexibility, convenience, and authenticity. This approach creates a hospitality offering that is both relevant and accessible, without compromising on the details that matter most. By combining thoughtful design, intuitive service, and a clear understanding of modern expectations, Edge by Rotana delivers a well-balanced experience that prioritises comfort, functionality, and ease, making it an ideal choice for business and leisure travellers alike.

With Vision 2030 accelerating inbound tourism, how is demand in Riyadh evolving beyond corporate travel?

Riyadh is rapidly evolving into a multi-dimensional destination, moving beyond its traditional positioning as a primarily corporate hub. While business travel continues to play a significant role, there is a clear and growing shift in demand across several segments, including leisure and cultural travel, weekend regional tourism, and family-focused domestic stays. The rise of “bleisure” travel is also becoming increasingly evident, with guests blending business commitments with personal time and seeking more flexible, extended stays. This shift is contributing to a more diverse and dynamic hospitality landscape, where expectations go beyond just accommodation. Today’s travellers are staying longer and looking for more immersive, experience-driven offerings that allow them to connect with the destination, whether through cultural exploration, lifestyle amenities, or curated social experiences. As a result, hotels are adapting to meet these evolving needs, focusing on creating well-rounded stays that cater to both business and leisure, while delivering greater value and relevance to a broader audience.

With shifting geopolitical dynamics across the region, have you observed any tangible changes in travel corridors or source markets into Riyadh, and how does that influence your commercial strategy?

We are seeing a broader and more diverse mix of source markets into Riyadh.

Regional GCC travel remains strong, while international corporate and project-related travel from Europe and Asia continues to grow.

This has led us to adopt a more segmented commercial approach, tailoring our engagement strategies to different guest profiles and travel purposes. At the same time, partnerships and strategic alignment with stakeholders have become even more important in capturing new demand flows.

With global economic fluctuations and geopolitical shifts, how resilient is the Riyadh hospitality market?

Riyadh remains one of the most resilient hospitality markets globally. This resilience is driven by long-term structural growth under Vision 2030, ongoing mega-project development, and strong inbound investment. While global economic fluctuations influence travel patterns, Riyadh’s demand base is supported by diverse and long-term drivers that continue to expand the market sustainably.

What’s one guest behaviour trend in Riyadh that has forced you to rethink traditional hospitality assumptions?

One of the most significant changes is the rise of the highly informed, highly connected guest.

Today’s guests expect control, transparency, and instant responsiveness. They want to shape their experience in real time rather than follow a fixed service structure.

This has encouraged us to rethink traditional service flows and move toward a model that is more flexible, responsive, and guest-led while still maintaining the warmth and consistency Rotana is known for. Hospitality today is about adapting to the guest without losing the human touch.