By Dr Ryan Copeland, Regional Medical Director, Middle East, International SOS

Peak summer travel has become one of the most demanding periods for professionals, executives, and frontline employees across industries. Whether your organization operates in aviation, hospitality, logistics, retail, or corporate services, the season brings intensified workloads, higher customer expectations, and increased environmental stressors. Protecting employee wellbeing isn’t just a moral imperative – it’s a strategic business priority that directly influences performance, customer satisfaction, and long-term organizational resilience.

The Business Case for Prioritizing Wellbeing

Employee wellbeing during peak travel season is strongly correlated with operational reliability. Heat exposure, disrupted sleep patterns, crowded environments, and elevated stress levels can reduce cognitive performance by up to 20–30%, impacting decision making, safety, and productivity. For businesses, this translates into:

•            Operational delays

•            Higher error rates

•            Increased absenteeism

•            Lower customer satisfaction scores

•            Reduced employee engagement

Protecting wellbeing isn’t a “soft” initiative – it’s a risk management strategy that safeguards revenue, brand reputation, and workforce stability.

Key Summer Stressors Affecting the Workforce

• Extreme heat exposure: Outdoor teams, airport staff, drivers, and hospitality workers face prolonged heat, increasing risk of dehydration and heat related illness.

• High passenger and customer volumes: More interactions, more complaints, and more pressure on service teams.

• Irregular schedules: Shift workers and traveling professionals often experience disrupted sleep and circadian misalignment.

• Travel fatigue: Executives and mobile employees face long transit times, crowded terminals, and reduced recovery windows.

• Environmental irritants: Sun exposure, poor air quality, and humidity can worsen respiratory conditions and fatigue.

These factors compound, creating a unique seasonal strain that businesses must proactively address.

Strategic Measures to Protect Employee Wellbeing

Below are targeted, business aligned strategies that support workforce health and performance during peak summer travel.

1. Heat Safety Protocols

Implement structured cooling breaks, shaded rest areas, and hydration stations. Equip teams with breathable uniforms and ensure managers monitor heat index levels daily.

2. Smart Scheduling

Use data driven scheduling to reduce consecutive long shifts, limit overnight rotations, and build in recovery periods. Predictive staffing models help prevent burnout and absenteeism.

3. Travel Health Guidance

Offer employees practical guidance on hydration, sleep hygiene, sun protection, and nutrition during travel. Encourage them to avoid heavy meals before flights and maintain consistent sleep routines.

4. Workload Redistribution

Balance staffing across departments to avoid bottlenecks. Temporary cross training can reduce pressure on overstretched teams.

5. Mental Health Support

Provide access to short form counselling, digital wellbeing tools, and stress management resources. Normalize micro breaks and encourage leaders to model healthy behaviours.

6. Environmental Controls

Optimize indoor air quality, adjust cooling systems, and ensure proper ventilation in high traffic areas.

The Leadership Imperative

Executives and managers play a pivotal role in shaping a culture that values wellbeing. During peak travel season, leadership should:

• Communicate expectations clearly and early

• Reinforce safety protocols

• Encourage employees to report fatigue or heat stress

• Celebrate small wins to maintain morale

• Monitor performance metrics for signs of strain

A proactive leadership stance reduces risk and strengthens organizational trust.

Supporting Traveling Employees

Many businesses rely on employees who travel extensively during summer – sales teams, consultants, medical staff, and operational leaders. Protecting their wellbeing requires:

• Flexible travel policies that allow for rest periods

• Access to telehealth for quick medical support

• Guidelines for safe hydration and sun exposure

• Encouragement to use airport lounges or quiet zones

• Clear expectations around after-hours communication

These measures help maintain cognitive sharpness, reduce fatigue, and support sustained performance.

Building a Resilient Workforce

Organizations that invest in wellbeing during peak summer travel see measurable returns:

• Higher productivity

• Lower turnover

• Stronger customer satisfaction

• Reduced medical claims

• Improved brand reputation

Wellbeing is not a seasonal initiative; it’s a year-round business strategy. But summer demands heightened attention due to environmental and operational pressures.

Final Thought

Peak summer travel is a high stakes period for businesses. Protecting employee wellbeing isn’t just compassionate; it’s commercially smart. By implementing structured safety measures, supporting mental and physical health, and empowering leaders to prioritize wellbeing, organizations can navigate the season with resilience, efficiency, and confidence.

Dream of the Desert, Saudi Arabia’s first ultra-luxury desert train, has reached a significant milestone with the opening of its permanent headquarters in Riyadh and the appointment of Raffaele Breschi as General Manager. As the project enters its delivery phase ahead of its debut at the end of 2026, these developments reaffirm a long-term commitment to building the experience from within the Kingdom, in close collaboration with Saudi institutions, partners and talent.

More than a luxury rail journey, Dream of the Desert has been conceived as a new way of experiencing Saudi Arabia. Designed as a moving sanctuary, it invites travellers to slow down and discover the Kingdom through its landscapes, heritage, craftsmanship and hospitality. Every journey is designed to reveal a different side of Saudi Arabia, creating meaningful encounters that extend far beyond the train itself.

The establishment of Arsenale’s first international headquarters outside Italy reflects this vision. Located in Riyadh, the headquarters will serve as the operational and strategic hub for Dream of the Desert, placing the project at the heart of Saudi Arabia’s rapidly evolving tourism ecosystem and reinforcing Arsenale’s long-term investment in the Kingdom.

Rooted in the Kingdom

Operating from Riyadh enables Dream of the Desert to work hand in hand with the national entities shaping the Kingdom’s tourism and transport future, including the Ministry of Culture, Saudi Arabia Railways (SAR), the Transport General Authority (TGA), the Saudi Tourism Authority (STA) and the Tourism Development Fund (TDF). Together, these partnerships are supporting operational readiness while ensuring that the cultural and tourism experiences along the route are developed with authenticity, quality and long-term impact.

Spanning more than 1,300 kilometres of Saudi Arabia’s existing railway network, Dream of the Desert will connect travellers with landscapes and regions that remain largely undiscovered by international luxury tourism. Rather than simply linking destinations, the experience has been designed to reveal the Kingdom progressively through carefully curated moments both onboard and beyond the train. Storytelling, local craftsmanship, cultural encounters and refined hospitality come together to create immersive journeys that encourage travellers to engage more deeply with the places they visit.

A New Chapter for Saudi Talent

Dream of the Desert is more than a luxury travel product. It is an investment in Saudi Arabia’s people and its long-term economic ambitions. The project will create direct employment opportunities with a strong focus on Saudization, introducing Saudi nationals into a new and specialised field, rail-based luxury hospitality, that does not yet exist in the Kingdom. It will enable skills transfer across guest experience, service design, and rail operations, building a workforce with the expertise to sustain and grow this sector for decades to come. Local supply chains will be stimulated, and the project’s reach across multiple regions will contribute meaningfully to the experiential tourism ecosystem that Vision 2030 is working to build.

Leadership for the Next Chapter

Appointed to lead this next phase, Raffaele Breschi brings a strong track record in international expansion and luxury hospitality development. He joined Arsenale Group in 2023 following senior roles focused on growth across the Middle East, and previously served as Partner at McKinsey & Company, advising sovereign entities and global developers on large-scale tourism and hospitality strategies. In addition to his role as General Manager of Dream of the Desert, Breschi has been appointed CEO of Arsenale International, overseeing all Arsenale projects outside Italy, with Dream of the Desert as the flagship.

“Establishing our headquarters in Riyadh reflects our commitment to building Dream of the Desert from within the Kingdom,” said Raffaele Breschi, General Manager of Dream of the Desert. “Working alongside our national partners enables us to shape a rail experience that is globally distinctive yet deeply rooted in Saudi culture, one that celebrates the Kingdom’s landscapes, heritage, and hospitality while setting a new benchmark for experiential travel in the region.”

Designed to redefine what luxury rail travel looks like in the 21st century, Dream of the Desert supports Saudi Vision 2030’s ambition to position the Kingdom as a leading destination for high-value, culturally rooted travel. As travellers increasingly seek journeys defined by authenticity, connection and meaning, Dream of the Desert introduces a new way of discovering Saudi Arabia. Rooted in Saudi culture and elevated by world-class hospitality and design, it is not simply a luxury train, but a moving sanctuary that invites guests to experience the Kingdom through its landscapes, stories and people.

With its headquarters established, its national partnerships in place, and its leadership focused on delivery, Dream of the Desert moves steadily toward its end of 2026 debut, one of the most significant additions to the global luxury travel landscape in years, wholly rooted in Saudi Arabia and shaped by its culture and its people.

GODIVA, the iconic Belgian chocolatier, proudly announces the next chapter in its century-long journey of chocolate artistry. Since 1926, GODIVA has been reimagining chocolate with innovation, Belgian mastery and craftsmanship, elevating it from a simple indulgence into a multisensory experience that stirs the soul, lifts the spirit, and creates moments of pure joy.

As GODIVA turns 100, the brand enters a new era – reimagining its iconic collections with new designs, new flavours, new recipes, and storytelling that celebrate its Belgian heritage and elevate its craftsmanship. Each element is a tribute to a century of chocolate artistry and creativity, and a renewed commitment to creating irresistible experiences for chocolate lovers worldwide.

From the moment founders Pierre and Eugénie Draps chose Lady Godiva as their muse, the brand has embodied elegance, creativity, and courage. She has symbolized strength and the power of breaking boundaries – values that continue to inspire GODIVA as it steps into its second century. For 100 years, GODIVA has blended tradition with creativity to craft collections that delight every sense.

THE CENTENNIAL PRALINE COLLECTION

The collection features ten chocolates – nine iconic creations that have stood the test of time, each representing a defining moment in GODIVA’s rich legacy and one brand‑new masterpiece crafted to mark the beginning of the next century. Many of these beloved pralines have been lovingly recreated from their original recipes, preserving the craftsmanship and character that defined their era. At once nostalgic and innovative, the collection celebrates GODIVA’s Belgian roots while showcasing the evolution of chocolate and design across the decades.

• Dark & White Chocolate Lady Godiva (1926) – The smooth embrace of fine white chocolate ganache, gently infused with vanilla and wrapped in a dark chocolate shell. Finished with the iconic Lady Godiva imprint, this piece reflects the elegance and craftsmanship that began with the Draps family in 1926. 

• Mirror (1939) – The enchanting allure of fruity apple ganache, perfectly balanced within a 50% cacao dark chocolate shell, inspired by classic fairytales.  A blend of flavours that transports you to a world of magic and wonder.

• Vintage Heart (1945) – Marking the year GODIVA opened its first boutique in Brussels. A white chocolate shell with hazelnut praliné in the shape of a heart – a sweet symbol of love, tradition and Belgian artistry. 

• GODIVA Vacances Élégantes (1959) – Creamy milk and dark chocolate hazelnut praliné, inspired by the Draps family’s cherished holidays to Italy. Skillfully crafted with aromatic hazelnuts, this elegant creation captures unforgettable flavour in every bite. 

• Fabiola (1960) – Smooth almond praliné, delicately coated in silky milk chocolate. This refined piece honors Queen Fabiola of Belgium, celebrating timeless elegance and regal tradition. 

• Salted Caramel Lion of Belgium (1968) – Commemorating a proud chapter in GODIVA’s story with velvety salted caramel enrobed in milk chocolate. Finished with Belgium’s heraldic lion, it pays tribute to GODIVA’snoble roots and royal recognition. 

• Nippon (1972) – Celebrating GODIVA’s arrival in Japan with a blend of hazelnut praliné and crisp puffed rice. Covered in dark chocolate and topped with milk chocolate and glitter sprinkles, it’s a joyful nod to cultural harmony. 

• Heritage (2026) – Newly developed for the Centennial to mark a century of excellence, an exquisite expression of GODIVA’s legacy and future. Crafted in honour of Pierre Draps, this pistachio and almond praliné with crisped rice and caramelised cocoa nibs blends timeless tradition with modern artistry to celebrate 100 years of chocolate excellence. 

• Seashell Nordic Charm (2008) – Capturing the nostalgic delight of Belgian summers with almond biscuit praliné cloaked in bold dark chocolate. Inspired by the Draps family’s seaside holidays at the Mer du Nord, this piece captures the sweet spirit of coastal escapes. 

Raspberry Rose Delight (2016) – Created for GODIVA’s 90^th anniversary in 2016 –   lush raspberry ganache accented with a hint of rose, enclosed in dark chocolate. A refined celebration of nine decades of passion and innovation. 

The collection is a celebration of GODIVA’s legacy, a century of chocolate artistry and creativity brought to life.

As GODIVA steps into its second century, the brand remains anchored in its Belgian heritage while embracing renewed imagination and cultural connection, continuing to delight chocolate lovers around the world.

The Centennial Praline Collection will be available at all GODIVA boutiques across the UAE and KSA.