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
voco Bonnington Dubai Targets UAE Staycation Seekers with Flexible 36-Hour Hotel Experience

No Plans, No Problem: voco Bonnington Dubai Makes the Last-Minute Escape Easy
Voco Bonnington Dubai is proving that a proper break doesn’t need weeks of planning, a packed itinerary or even a flight. Tucked into Jumeirah Lake Towers, the hotel is positioning itself as the escape that’s ready whenever guests are, whether that’s a spur-of-the-moment staycation or an easy Friday night out.
At the centre of the offer is a new 36-hour staycation, designed for anyone who wants more than a rushed overnight stay without the effort of organising one. Guests check in from 9am and check out at 9pm the following day, unlocking a full day and a half at the hotel for the price of one night, with breakfast included on both mornings and children staying free with complimentary kids’ menu meals throughout. It’s a format built for whatever the moment calls for: a long lie-in, an afternoon by the pool, or simply a comfortable space to work from before heading back into the city. The offer is bookable for stays until 6 September 2026, part of a wider IHG Hotels & Resorts initiative across more than 190 properties in the Middle East, Africa, India and South Asia.

For guests looking for something shorter and closer to home, Author’s Lounge offers its own no-planning-required escape with Friday Plot Twist, a weekly evening offer running every Friday from 6pm to 10pm. For AED 99, guests can enjoy three drinks and their choice of bites in the lounge’s stylish surroundings, an easy way to unwind after the week without needing to book ahead or go far.
Location adds to the ease. voco Bonnington Dubai sits minutes from DMCC Metro, Dubai Marina and JBR, giving guests quick access to the beach, marina walk and the city’s business districts, while the hotel itself, complete with pool, gym and food and beverage outlets, offers enough to make staying in just as tempting. Whether it’s a full staycation or a Friday evening out, the hotel is there to be dropped into, no advance planning necessary.
Hospitality
A Waterfront Retreat Shaped by Abu Dhabi
by Twinkle Aswani
In a destination defined by a distinctive blend of heritage, modernity and waterfront living, Al Raha Beach Resort & Spa presents a resort experience built around space, leisure and a strong sense of place. Located along the Abu Dhabi coastline, the property brings together accommodation, dining, wellness and recreation within an expansive setting designed for both relaxation and discovery.

The resort’s connection to the waterfront is central to its character. The sea has long been an integral part of Abu Dhabi’s identity, shaping the emirate’s communities, trade and cultural heritage, and the coastal setting at Al Raha provides a contemporary interpretation of that relationship. Open spaces, landscaped surroundings and views towards the water create an environment that contrasts naturally with the pace of the city.


Accommodation is designed to complement this resort setting, with a range of suites offering generous proportions, comfortable interiors and spaces suited to longer, more relaxed stays. The Gulf Junior Suite is among the options, combining additional space with a residential sense of comfort while maintaining the connection to the wider resort environment. Across the accommodation offering, the emphasis remains on privacy, convenience and creating a comfortable base between time spent exploring the property’s leisure and dining facilities.

Dining forms an important part of the resort’s offering, with different restaurants providing distinct culinary experiences. Sevilla Restaurant operates as the all-day dining destination, offering an extensive selection across breakfast, lunch and dinner. Its varied approach allows the restaurant to accommodate different tastes and dining occasions, while its relaxed atmosphere complements the resort’s informal daytime character.


Their restaurants are diverse such as Azur Restaurant provides a contrasting culinary setting, introducing a more intimate and refined dining experience. The distinction between Sevilla and Azur gives the resort’s dining programme greater variety, allowing guests to move between an expansive all-day dining concept and a more focused restaurant experience.
Together, the culinary venues reflect the broader evolution of Abu Dhabi’s hospitality landscape, where international dining concepts increasingly coexist with the flavours, traditions and hospitality values of the Emirates. The result is a dining offering that caters to an international resort audience while remaining part of the destination’s wider culinary identity.
Wellness adds another dimension to the property. The spa provides a dedicated environment for relaxation and rejuvenation, incorporating treatments that draw on established wellness traditions. Their spa such as Moroccan Bath particularly rooted in ritual, bringing together Moroccan black soap, steam, traditional exfoliation, purifying clay and nourishing hair treatments within one treatment sequence. The experience reflects the enduring appeal of traditional bathing rituals, where cleansing, warmth and relaxation form part of a wider approach to wellbeing. Complemented by a tranquil setting and considered finishing touches, including Peach Beauty White Tea and dates served beside the pool, extending the sense of calm beyond the treatment room.
Leisure remains central to the resort concept. Swimming pools, beachfront spaces and the waterfront environment provide multiple settings for relaxation, while the property’s scale allows different experiences to coexist without feeling confined to a single area. The combination creates a resort environment suited to families, couples and travellers seeking a more leisurely Abu Dhabi escape.
There is also a clear connection between the property’s hospitality approach and the broader traditions of Emirati welcome. Generosity, comfort and an emphasis on making guests feel at ease remain important characteristics of hospitality across the region, and these values are reflected through the resort’s combination of spacious surroundings, varied facilities and attentive service.

What distinguishes Al Raha Beach Resort & Spa is ultimately the breadth of the experience. Accommodation, dining, wellness, pools, beach and waterfront surroundings come together within one property, allowing the resort to function as a destination in itself rather than simply a base for exploring Abu Dhabi.
It represents a form of contemporary resort hospitality that balances international expectations with the character of its location, offering the comforts and variety of a modern luxury resort while remaining closely connected to Abu Dhabi’s coastal setting and cultural identity.
In a city celebrated for its remarkable pace of development, Al Raha Beach Resort & Spa offers a different perspective on Abu Dhabi, one shaped by the water, defined by space and centred on the enduring luxury of slowing down.
Hospitality
Celebrating Indonesia’s Independence Through Flavour, Identity and Tradition
Sylvana Sari, Co- Founder and Managing Partner of Bobi Bowl
Where they want to know how Indonesian Independence Day is celebrated?
Independence Day for us is a celebration of being Indonesian. Food is one of the easiest ways to bring that feeling with you, wherever you are.
At Bobi Bowl, we don’t create a special Independence Day menu, because we celebrate Indonesian food every day. Every dish we serve is already a celebration of Indonesia — from our rendang and empal gepuk to nasi goreng, satay and soto. These are dishes that carry memories, culture and a sense of home.
On Independence Day, we simply wanted to share that celebration with everyone. So instead of creating a special menu, we’re giving our guests Klepon Merah Putih as a small gesture of sharing, which is such an important part of Indonesian culture.

What Independence Means for Indonesia’s Hospitality Industry?
I think independence in Indonesian hospitality industry is about having the confidence to say:
This is who we are, this is what we eat, this is what we celebrate, this is our culture — and we proudly share it to the world. How Indonesia’s hospitality sector has evolved from being destination-led to becoming a globally competitive, locally rooted industry?
Indonesia is no longer just the place people travel to for hospitality experiences; Indonesian identity itself is becoming something that can be exported.
Indonesian cuisine, design, wellness, craftsmanship and service culture are increasingly travelling beyond the country’s borders. Restaurants, chefs, hotels and lifestyle brands are introducing Indonesian experiences to international audiences.


How Indonesian hospitality brands are gaining international recognition?
International recognition doesn’t mean making Indonesian hospitality look international. It means making Indonesian hospitality understandable internationally. One of the simplest sign that we have been geining international recognition is when people who are not Indonesian actively choose Indonesian food and hospitality.
For us at Bobi Bowl, we see that every day in Dubai. Our customers aren’t only Indonesians looking for a taste of home. We have people from different nationalities who come in, discover Indonesian food, come back with their friends, recommend dishes to others, and gradually become familiar with flavours they may never have experienced before.


The importance of Indonesian identity in luxury hospitality?
I think we sometimes define luxury too much by price. Luxury hospitality doesn’t mean that it has to be expensive or in a 5-star hotel. For me, luxury is also about rarity, authenticity and emotional value. Something that is ordinary in Indonesia can become a luxury when you experience it abroad. For Indonesians living abroad, having food that genuinely tastes like home can feel like a luxury. At the same time, for someone who has never experienced Indonesian food, that same dish can be their first introduction to our culture.
How local talent, suppliers and operators are shaping the industry?
We don’t expect people to already understand Indonesian food. Part of our role is to make it approachable — while still keeping the Indonesian character of the food.
Local talent and operators are important because they are the ones who actually bring Indonesian hospitality to life. Indonesian hospitality is not just about the food itself. It is about the people who understand the food, the culture and the way we want people to experience it.
At Bobi Bowl, for example, Chef Bobby brings his knowledge of Indonesian cooking, but operating in Dubai means we also have to work with what is available here. We source locally where we can, find ways to get the ingredients we need, and sometimes adapt without compromising the character of the dish.


What “Made in Indonesia” means in modern hospitality?
“Made in Indonesia” doesn’t necessarily mean physically produced in Indonesia. Sometimes it means carrying something Indonesian with you and sharing it wherever you are. We are Indonesian. We live and work abroad. We bring a little bit of Indonesia with us, and we share it.
Culture naturally evolves when it travels. We can modernise a dish, present it differently or introduce it to a new audience while keeping its Indonesian character, that is what we are doing at Bobi Bowl.
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