Hospitality
AI Should Empower, Not Replace, Human Hospitality
Exclusive Interview with Samir Abi Frem, CEO, Lokalee
Tell us about your journey in hospitality and the vision behind Lokalee
I’m the CEO of Advanced Digital Technology, developers of Lokalee. Prior to founding Lokalee in 2020, I worked for 20+ years in global hospitality IT, most recently as Corporate VP of IT with Rotana Hotels Management. Lokalee has allowed me to combine my passion for technology and hospitality.
Lokalee was born out of a vision to transform the way travellers experience their trips. We recognised a gap in the market for a content platform that seamlessly connects travellers with the hotel they’re staying at, and the authentic local experiences destinations have to offer.
What does Lokalee do and how does the platform help hotel owners and operators?
Lokalee is an AI-powered guest companion allowing guests to access hotel services and browse and book unique local experiences on one digital platform. From learning about the hotel’s facilities and promotions, ordering room service or extra pillows, to chatting with the concierge and booking unique local experiences, Lokalee brings all this together under one digital experience for the guest, while seamlessly integrating with a hotel’s existing apps and systems. Guests can browse and book everything a hotel and the destination have to offer, curated by our local experts and supported by our global partners.
Specifically designed for hotels and holiday homes, Lokalee was developed to help hoteliers enhance their guest experience and increase customer satisfaction, drive commission and ancillary revenue, and improve operational efficiency.
From your perspective, what is the biggest challenge hoteliers face right now?
Providing highly personalised guest experiences is a key priority for hoteliers in response to ever-evolving needs and expectations of travellers, but it’s often also one of their key challenges. We help hoteliers digitise their guest journey and provide unique and personalised local experiences and facilitate the way to book these by complementing the hotel concierge team. AI technology plays a pivotal role in this. Hotel staff can offer recommendations, but they rely on personal knowledge and experience, which may not always align with every guest’s preferences. AI-powered platforms, such as Lokalee, use advanced data analytics to predict individual guest behaviours and anticipate their choices. This helps hotels refine offerings, provide upsell opportunities for in-room services, dining, and curated activities through more personalised offers and promotions.
How can AI-powered tools streamline hotel operations, particularly in enhancing efficiency and guest services?
The growing integration of AI in the hospitality sector presents opportunities across all aspects of hotel operations. Many guest requests such as booking airport transfers, ordering in-room dining and providing directions, can be addressed by AI-powered tools such as Lokalee, freeing up staff to focus on more complex and high-touch customer service. This not only boosts efficiency but ensures a quicker, smoother experience for guests.
Besides tracking and monitoring guest preferences and behaviour in real time, AI is much faster and more efficient than humans in collecting and processing this data to continually refine services. This means it can predict guest needs, suggest tailored experiences based on previous interactions, enhancing satisfaction and loyalty.
What advice can you give hotels that are considering implementing AI powered solutions?
My advice is to start small and scale gradually. Begin with a pilot program to test the technology, then ensure the solution integrates smoothly with existing hotel software and platforms to avoid operational disruptions. Train your employees to work alongside the AI solutions so they can step in when necessary and leverage the technology effectively, and communicate transparently with your guests to let them know that they are interacting with an AI tool.
How can hoteliers maintain the human, personal touch while leveraging AI tools?
At Lokalee, we recognise that while AI has the power to enhance the guest experience, it’s essential that we keep the human element at the forefront of everything we do. Our goal is not to replace human interaction, but to empower hotel teams and elevate the guest experience through smart, personalised interactions.
AI may assist with guest inquiries, but if a more complex request arises, it can seamlessly escalate the interaction to a staff member. This ensures that the guest experience remains personal, with the right balance of automation and human touch. Every hotel has its own unique culture and personality, and we understand that it’s essential for this to shine through every guest interaction, whether AI-driven or human.
What are the key advancements in AI that you’re most excited about, and how will they shape the future of hospitality?
Personally, I’m excited about the ability of AI to understand and engage in human-like conversations, which is rapidly advancing thanks to improvements in natural language processing (NLP). This technology will enable more intuitive communication between guests and hotel systems, whether through chatbots or messaging platforms. Soon, guests will be able to make reservations, request services, or get local recommendations simply by speaking or typing in natural language. This breakthrough will ensure an even more frictionless, instant, and personalised experience, enabling guests to interact with the hotel in a way that feels more like communicating with a human.
Lokalee has recently been acquired by Beaconsmind, after successfully securing funding early last year, what’s next in Lokalee’s growth journey?
The acquisition by beaconsmind and Swissnet AG presents an exciting opportunity for us to accelerate our growth and further solidify our position as a leader in AI-driven hospitality solutions. The group adds complementary strengths and capabilities that will allow us to enhance and expand our offerings, bringing cutting-edge technologies that align with Lokalee’s vision of enhancing the guest experience. With beaconsmind’s expertise in location-based services, IoT, and proximity marketing, we’ll be able to leverage advanced geolocation and real-time engagement capabilities to deliver even more contextually relevant, personalised content to guests.
The acquisition opens the door to new markets and strategic partnerships. beaconsmind and Swissnet AG have established networks in key hospitality and technology sectors, and we can leverage these connections to accelerate our growth. We’ll have greater access to larger hotel chains, resorts, and destinations, enabling Lokalee to provide its AI-driven digital concierge services to a wider audience and drive adoption at scale.
Hospitality
A FESTIVE SEASON WHERE MALDIVIAN MAGIC COMES TO LIFE
This festive season, Nova Maldives invites travellers to embrace the magic of authentic island life with its curated programme, Maldivian Magic – A Festive Fusion. Running from 21 December 2025 to 7 January 2026, the soulful festive celebration draws inspiration from the Maldives’ 2,500-year cultural tapestry, rich with heritage, shaped by seafarers and storytellers, and steeped in rituals of connection and joy.
The year’s programme offers enriching experiences that combine the spirit of the sea with vibrant celebrations. Start your day off with a series of marine adventures, from Ocean Glides with Koamas, a thrilling jet ski ride to spot dolphin pods swimming in their natural habitat, to Whale Shark and Manta Snorkelling sessions, offering the chance to observe these majestic creatures of the sea in their hypnotic swim. Seafarers can also board a Private Catamaran Sunset Cruise, where gentle winds and golden light guide an unhurried sail across turquoise waters, perfect for couples or friends seeking calm connection.
In the evening, join marine lovers on a night snorkelling session to discover squads of nocturnal fishes, baby reef sharks and crustaceans, a sensory tribute to the ocean’s quiet magic.
Nova’s culinary offering for the season, themed around the Taste of the Atolls, introduces gourmands to a trio of intimate, flavour-led experiences. Each afternoon from 1:30pm to 2:00pm at Wink Bar, Elixirs of the Isles offers a playful mixology class featuring cocktails infused with Maldivian fruits and botanicals. As the sun sets, Mizu—Nova’s overwater teppanyaki restaurant—presents a refined, multi-course Ocean Umami dinner, artfully preparing the freshest catch from the sea with Japanese and Maldivian cooking techniques. Evenings at FLAMES are reserved for the indulgent Maldivian Fishermen’s Feast, wherea beachside seafood spread with a curated menu, a splash of bubbles, and live island rhythms.
Bringing a distinct cultural note to the festivities, Malaafaiy Keyn, a seasonal item, offers experimental diners a rare taste of traditional Maldivian cuisine. This special dish is arranged on a handcrafted malaafaiywooden platter, featuring fragrant rice, richly spiced curries, and time-honoured sides, and is served in a customised Mauloodh Haruge dining hall, bridging historical flavours with modern day community dining.
For those seeking a softer rhythm, whether alone, with a partner, or simply in search of quiet time to recharge and be present, a mid-day Private Finolhu Sandbank Escape offers a serene pause from the island’s energy: a white-sand retreat where time slows, waves whisper, and a bottle of chilled Prosecco with curated canapés sets the tone for an unhurried afternoon.
Nearby at EsKape Spa and available exclusively during the season, the Kaashi Naashi Ritual welcomes guests into a tender journey of release and renewal. Starting with the warmth of coconut oil and smooth coconut shells to guide the body into deep relaxation, it concludes with a soothing head massage that quiets the mind and softens the senses. Complementing this, the Soulful Healing through Dhivehi Beys treatment, which involves a deeply restorative oil massage that harnesses the natural power of locally sourced herbs, spices, and virgin coconut oil, draws on ancestral practices and therapeutic touch to bring the body into balance.
The season unfolds with a festive calendar designed to elevate celebrations through to the new year. Beginning with the Grand Christmas Tree Lighting, a joyful gathering that brings the island community together beneath the stars, where carols are sung and traditions are shared in heartfelt company. On Christmas Eve, the shoreline comes alive with the rhythm and energy of a dazzling fire show and party, followed by a Gala Dinner where Maldivian flavours and festive favourites are savoured in celebration. Christmas morning brings its own kind of magic as Santa Claus makes a cheerful arrival at Wink Beach, greeted with handcrafted cocktails, sweet treats, and wide-eyed wonder.
As the year draws to a close, the final night of the year lights up with fireworks,a symbol celebrating fresh starts and new beginnings. The celebration carries into the night with live music, DJ sets, and festive cocktails that fill the air with rhythm and warmth. Welcoming the new year in soft contrast the next morning, the First Brunch of ’26 offers a leisurely gathering of palate-pleasing dishes and live cooking to start the year in a relaxed, sunlit setting.
“At Nova, we believe in celebrating more than just the season. Our festive offerings embrace our island’s deep cultural roots, offering an immersive experience where heritage, joy, and meaningful connections come to life,” says Abdulla Aboobakuru, Nova’s General Manager.
Hospitality
PAN-ASIAN FESTIVE FEAST AT SILK LANTERN
With the festive season in full swing, Silk Lantern, Dubai’s newest pan-Asian dining destination, nestled within Dubai’s Jebel Ali Recreation Club, is unveiling a lineup of sizzling celebrations and irresistible offers, from a glamorous Masquerade New Year Party to vibrant Christmas festivities. Bringing together bold, expressive dishes inspired by Asia’s rich culinary heritage, Silk Lantern is creating the perfect setting to share traditions, stories, and flavours with loved ones.
Renowned artist, Oxana will enchant guests performing Christmas favourites live during Christmas Eve and Christmas brunch. For New Year’s, DJ Miggy will take over the decks, bringing the party to life with an electrifying mix.
Silk Lantern: Christmas and New Year specials to warm your festive spirit
- Christmas Eve Dinner on 24th December | 7:00 PM – 10:00 PM
Celebrate Christmas Eve with an exquisite 3-course sharing set menu paired with sparkling festive vibes.
- AED 195 for soft beverages + 3-course sharing set menu. | AED 295 for selected house alcoholic beverages + 3-course sharing set menu. | AED 99 for the kids aged 6–11 years (Kids 5 & below: Complimentary).
- Enjoy live entertainment by dynamic Oxana for a spectacular evening.
- Christmas Day Brunch on 25th December | 1:00 PM – 5:00 PM
- Indulge in a wide-spread Christmas brunch with a festive carving station, designed perfectly for a family feast capturing the spirit of the season.
- AED 222 for soft beverages + 3-course sharing set menu. | AED 295 for selected house alcoholic beverages + 3-course sharing set menu. | AED 109 for kids aged 6–11 years (Kids 5 & below: Complimentary).
- Enjoy live entertainment by dynamic Oxana for a spectacular evening.
- New Year’s Eve Indulgence on 31st December | 8:00 PM – Midnight
Step into a realm of grandeur at the Silk Lantern Masquerade New Year’s Eve for unforgettable celebration.
- AED 249 buffet dinner + soft beverages. | AED 295 for gala dinner + unlimited free flow selected house beverages. | AED 150 for kids 6–11 years (Kids 5 & below: Complimentary)
- Get ready to rock the night in the electrifying performance by DJ Miggy.
With its vibrant festive lineup, exquisite cuisine, and immersive entertainment, Silk Lantern invites guests to celebrate the season in style. Whether gathering with loved ones for Christmas or ringing in the New Year at the Masquerade Party, every moment promises memorable experiences, warm hospitality, and exceptional value.
Hospitality
A NEW CHAPTER IN REFINED ARRIVAL: ADDRESS DOWNTOWN INTRODUCES ITS DIGITAL CHECK-IN EXPERIENCE
In line with Dubai’s continued vision for innovation and guest-centric excellence, His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of The Executive Council, has approved the rollout of the Dubai Digital Hotel initiative – a pioneering transformation that reimagines the future of hospitality across the emirate.
As one of the city’s flagship luxury destinations, Address Downtown is proud to be among the first hotels to bring this vision to life with the debut of its new Digital Check-In Experience. Seamlessly integrated, elegantly designed, and thoughtfully crafted around the needs of the global traveller, the new system ensures that every arrival begins with ease, comfort, and a sense of quiet luxury.
Guests may now complete their pre-arrival verification from anywhere in the world, allowing the hotel to prepare their stay with greater precision and personalised attention. Upon arrival, guests are welcomed into an environment where the transition from travel to tranquillity is effortless – reflecting Address Downtown’s enduring commitment to hospitality that is both intuitive and refined.
This milestone marks a significant step towards Dubai’s ambition to set new benchmarks for digital excellence. Address Hotels + Resorts is honoured to contribute to this movement, elevating the guest journey through technology that enhances – rather than replaces – the warmth and authenticity of its service.
With Digital Check-In now live, Address Downtown invites its guests to experience a stay where innovation and hospitality coexist in perfect harmony, reaffirming its position as a leader in luxury hospitality in the region.
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