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
“HOSPITABLE” LEADERSHIP STARTS WITH EMPATH
Because service quality can never rise above the culture behind it


By Nives Deininger, Cluster Director of Sales, STORY Seychelles and Fisherman’s Cove Resort
Hospitality has always been a people business. We talk a great deal about guest expectations, service standards and commercial performance – and rightly so.
But behind all of that sits something more fundamental: how people are led. In my experience, empathetic leadership is not a soft extra or a nice-to-have. It’s a practical, commercially relevant way of building stronger teams, more resilient cultures and better guest experiences.
In hospitality, business value is created every day through human interactions. We see motivated employees who feel supported approaching guests differently from those who feel overlooked or undervalued. And when leaders take time to understand their teams, listen to concerns and respond with honesty, it creates an environment where people are more engaged in their work and more confident in how they deliver it.
That clearly has a direct impact on service quality, team stability and, ultimately, revenue.


Proactive, thoughtful and personal
This is especially important in a luxury environment, where the guest experience depends on authenticity as much as efficiency. Five-star hospitality is not only about polished processes. It’s as much about the proactive, thoughtful and personal touches that guests remember. And those moments are much easier to create when employees feel respected and trusted. Empathy, in that sense, is not separate from performance, it supports it.
It also shapes the way departments work together. In hotels and resorts, no team operates in isolation. Sales, revenue and operations need to be aligned if the business is to grow without compromising the guest experience. Empathetic leadership encourages stronger communication and collaboration across those functions.
It helps people understand one another’s pressures, priorities and constraints, which leads to better decisions and more joined-up strategies. Over time, that strengthens not only internal trust but also guest loyalty, client relationships and repeat business.
Connecting with your teams
In high-pressure hospitality environments, empathy is even more important. The pace can be intense, and performance expectation remains high across seasons, segments and business cycles.
As a Director of Sales, I believe leadership in this setting means more than setting targets or leading by example. It means connecting with the team as individuals, understanding that each person brings different circumstances, strengths and pressures to work, and finding ways to bring out the best in them, while making sure they feel valued.
My team in Seychelles includes Seychellois women who are strong-willed, highly capable and well used to working under pressure. That strength is an asset, but it still needs the right environment around it. People perform best when they know they are appreciated, when expectations are clear, and when challenges can be discussed openly rather than hidden. Honesty and transparency matter here. They build trust, and trust allows teams to keep performing even when conditions are demanding.
This is a good reason why the conversation around women in hospitality leadership is so important. The industry is making progress, but there is still more to do if we want to see more women move from operational and administrative roles into executive leadership positions.
One of the biggest needs is for clearer leadership pathways and stronger mentorship earlier in women’s careers. Many talented women are already in the industry, but too often they are not given the visibility, support or structured development needed to progress with confidence.
Outcomes, strength and flexibility
There is also a broader cultural issue to address. Senior roles in hospitality have traditionally been designed around long, inflexible hours and a strong emphasis on physical presence.
That model can make progression harder for women, particularly at different stages of life. The industry needs to become more thoughtful about how leadership is measured and supported. A greater focus on outcomes, collaboration and the strength of leadership teams, rather than simply time spent on site, would help retain and promote more talented women across the sector.
This is not only about fairness, it’s as much about what kind of leadership the industry needs for the future. Hospitality is evolving, with guests increasingly expecting personalised service, emotional intelligence and experiences that feel genuine, rather than scripted.
At the same time, employees are placing greater value on wellbeing, inclusion and workplace culture. We know empathetic leadership is well suited to both these shifts, because it keeps people at the centre of the business.
Looking ahead, I believe empathy will play an even greater role in shaping hospitality, from employee wellbeing to guest experience and the way hotels build workplace culture. When leaders understand the needs, motivations and pressures of their teams, they are better placed to sustain the service levels that premium hospitality requires.
Employees who feel heard and supported are far more likely to create the authentic and personalised moments that today’s guests increasingly value.
Focus on wellbeing
Internally, we will continue to see hospitality workplaces place more emphasis on wellbeing, flexibility and inclusive culture. Hotels and resorts that do this well will be in a stronger position to attract and retain talented people. That matters, because service quality can never rise above the culture behind it. In a competitive market, a supportive workplace is not separate from brand reputation. It helps protect it.
Empathy is sometimes spoken about as though it sits outside hard business reality. I would argue the opposite.
In hospitality, where people shape every outcome, empathetic leadership is an integral part of the operating model. It creates better environments for employees to bring their best, helps teams navigate pressure with honesty and transparency, and supports the kind of service that builds long-term value.
Hospitality
HOP INTO EASTER AT MCGETTIGAN’S WITH FAMILY ROASTS, EGG HUNTS AND CLASSIC SUNDAY FAVOURITES


This Easter, McGettigan’s is bringing together hearty roasts, family-friendly activities, and laid-back celebrations across its venues in Dubai. From lively family days with quizzes and egg hunts to traditional Sunday roasts for a relaxed gathering, there is something for everyone this Easter Sunday.
Easter Family Roast & Quiz at McGettigan’s Ibn Battuta Gate
Expect a lively Easter Sunday packed with family-friendly entertainment, including a quiz and activities for all ages, alongside McGettigan’s signature roast. Younger guests can also enjoy an Easter egg hunt, adding to the festive atmosphere and making it a perfect day out for families.
- Who – Families and groups
- What – Easter Sunday Roast with family quiz, entertainment, and egg hunt
- Where – McGettigan’s Ibn Battuta Gate
Easter Sunday Roast with Egg Hunt at Souk Madinat Jumeirah and Expo City
For a more relaxed Easter celebration, McGettigan’s at Souk Madinat Jumeirah and Expo City will host a laid-back family roast with a light touch of festive fun, including an Easter egg hunt for younger guests. Ideal for those looking to enjoy quality time with family in a more casual setting.
- Who – Families and casual diners
- What – Easter Sunday Roast with egg hunt
- Where – McGettigan’s Souk Madinat Jumeirah and McGettigan’s Expo City
Traditional Easter Roast at McGettigan’s JLT and DWTC
For those who prefer to keep it classic, McGettigan’s JLT and DWTC will be serving up their traditional Easter Sunday roast, complete with all the hearty favourites and signature dishes the brand is known for. A perfect option for a relaxed gathering with friends or family.
- Who – Friends, couples, and groups
- What – Traditional Easter Sunday Roast
- Where – McGettigan’s JLT and McGettigan’s DWTC
Hospitality
CELEBRATE EASTER WITH A FAMILY-FRIENDLY BRUNCH AT LA PISCINE,AL RAHA BEACH RESORT & SPA

Al Raha Beach Resort & Spa invites guests to celebrate Easter with a lively beachfront brunch at La Piscine. Taking place from 1:00 PM to 4:00 PM on April 5, the Easter Brunch brings together great food, feel-good music and a vibrant, family-friendly atmosphere by the sea.
Set against La Piscine’s relaxed poolside and beachfront backdrop, the afternoon’s culinary offering features an international buffet with live stations, brought to life with a DJ and saxophonist spinning upbeat sets throughout the day. For younger guests, the experience leans into the spirit of Easter with great kids’ activities, including egg hunting, glitter face painting, and a dedicated kids’ corner.
Guests can also make the most of the long afternoon with complimentary access to the resort’s pool and beach, along with a Spa voucher, making it more than just brunch, but a full day out in the sun.
Easter Brunch Details
Location: La Piscine, Al Raha Beach Resort & Spa, Abu Dhabi
Time: 1:00 PM – 4:00 PM, April 5th
Kids Policy
Ages 5–12: 50% discount
Below 5: Complimentary
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