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AI Should Empower, Not Replace, Human Hospitality

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Lokalee

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.

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Hospitality

MATCHA LOVERS, THIS ONE’S FOR YOU: COFFEE PLANET DROPS LIMITED-EDITION FLAVOURS

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If your current obsession is anything matcha, you’ll want to get this on your radar. Homegrown UAE brand Coffee Planet is celebrating Matcha Month with the launch of three new iced drinks, and yes, they’re as good as they sound.
Say hello to Mango Matcha, Strawberry Matcha, and Pumpkin Spice Matcha, a mix of fruity, creamy, and subtly spiced flavours designed for peak Dubai sipping. Think vibrant green layers and pastel-toned iced drinks that are made for your Instagram feed.
Known for its no-fuss approach, Coffee Planet keeps it simple while always getting it right. With prices starting from AED 29 and availability across all UAE outlets, these are easy, go-to drinks whether you’re on a mid-mall stroll or ordering online.
The catch? These limited-edition drinks are only available throughout May, so consider this your sign to try them all before they’re gone.
Available at: All UAE outlets, including JVC Circle Mall, Dubai Hills (Business Park), Dubai Hills Mall, Foundry Downtown, Etihad Plaza, Fountain Views (Dubai Mall), among others, as well as online via Careem, Keeta, Deliveroo, Noon, and Talabat.

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Hospitality

WATCHHOUSE DEBUTS ITS FIRST PERMANENT UAE HOUSE AT THE ARCADES AT ABU DHABI EQUESTRIAN CLUB

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WatchHouse marks a significant milestone in its international growth with the opening of its first permanent UAE House at The Arcades at Abu Dhabi Equestrian Club, set to launch in June 2026.

Founded in London, WatchHouse has built a reputation for redefining modern coffee through a focus on quality, precision, and guest experience. Following its regional debut through a pop-up at Marsa Boulevard in Dubai, the brand now establishes a long-term presence in the capital, with further expansion planned across the UAE and wider GCC.

At the core of WatchHouse is its “Modern Coffee” philosophy is an approach that brings together expertly sourced coffee, thoughtful hospitality, and environments designed around how people naturally experience coffee in their daily lives. Every detail, from sourcing and roasting to service and space, is considered to create a consistent and elevated guest experience.

The Abu Dhabi House introduces WatchHouse’s structured coffee offering, designed to guide guests through different flavour experiences. Rituals form the foundation of the menu, designed for everyday moments and familiar comforts, featuring milk-based espresso drinks and carefully developed decaffeinated options that prioritise balance and sweetness without compromising on quality. Ventures invite guests to explore deeper and more expressive profiles through filter coffees and bolder brews, showcasing origin character and pronounced tasting notes for those seeking a more immersive experience. At the more exploratory end of the spectrum, Horizons present a curated selection of brighter, funkier cups, highlighting experimental methods and distinctive flavours, offered at a higher price point for guests looking to discover something unexpected.

For those drawn to rarity and provenance, WatchHouse also offers Rarities: limited-edition coffees that are produced in small quantities and often challenging to source. Selected for their exceptional quality and interesting stories, these coffees provide a deeper connection to origin, craft and innovation, offering guests the opportunity to experience coffee as a truly special moment, available only for a short time.

As its first permanent House in the UAE, the space reflects WatchHouse’s commitment to creating environments that balance refinement with approachability. Developed in collaboration with interior designer Deidra Hodgson and located at The Arcades within Abu Dhabi Equestrian Club, the new House takes cues from the site’s equestrian heritage, Spanish-influenced architecture. References to saddlery, traditional shading techniques, and stable detailing are subtly integrated, creating a space that feels tactile, grounded, and quietly refined.

Roland Horne, CEO and Founder of WatchHouse said: “As WatchHouse continues to evolve, each new House must earn its place; not just within a city, but within its story. Our Abu Dhabi Equestrian Club location marks an important milestone as our first permanent home in the UAE, a distinguished destination that embodies design, refinement, and community. These values align closely with our philosophy of Modern Coffee, which challenges the status quo to create experiences that are truly considered. This House has been thoughtfully designed to offer a space of calm and connection, reflecting the modern craftsmanship and welcoming spirit that define WatchHouse.”

Deidra Hodgson, Interior Designer said: “WatchHouse Equestrian Club draws on the venue’s heritage, blending Spanish-influenced architecture with equestrian design cues. Warm terracotta, rich tones and natural materials create a connection to the outdoors, while varied seating, including a rarities bar showcasing exceptional global coffees, is designed to bring people together and foster a sense of community within Abu Dhabi.”

The Abu Dhabi opening represents the next step in WatchHouse’s regional expansion, with additional locations planned in Dubai, Kuwait, and Qatar, as part of the brand’s ambition to grow to 500 Houses globally by 2036.
ENDS
Notes to Editors
For all media enquiries, contact QComms:
Serena Arnita, Account Executive: serena.a@qcomms.ae
WatchHouse@qcomms.ae

To follow WatchHouse, visit: www.watchhouse.com, @watchhouse , @watchhouse_ae

About WatchHouse
WatchHouse is a Modern Coffee business, founded by Roland Horne in a former 19th-century watch house on London’s Bermondsey Street. Since opening in 2014, it has grown House by House, now a global business with locations across central London, New York and the UAE. Rooted in the ethos of Modern Coffee, WatchHouse delivers an experience shaped by three pillars: exceptional product, considered design, and an elevated guest experience. From industry-leading specialty coffee to House-made food and architecturally driven spaces, every detail is crafted to move coffee and those who drink it forward.

About Abu Dhabi Equestrian Club
Set within the renowned Equestrian Club, a destination dedicated to lifestyle, culture, and community, the new House becomes part of a wider environment that brings together specialty retail, food and beverage, and curated programming. Designed as a place to return to, the space offers a warm and inviting setting where guests can experience WatchHouse’s meticulous approach to sourcing, roasting, and brewing coffee, alongside a sense of everyday ritual.

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Hospitality

SHANGHAI ME MARKS WORLD COCKTAIL DAY WITH THE ALCHEMY,A NEW COCKTAIL COLLECTION

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Shanghai Me, the acclaimed Pan-Asian dining destination at the heart of DIFC, is marking World Cocktail Day with the launch of The Alchemy, a new cocktail collection built not around flavour profiles, but around something far more elemental.

Drawing on the five elements of Chinese philosophy, Wood, Fire, Earth, Metal, and Water, the menu takes its cue from the cyclical logic of the Chinese zodiac, in which each element aligns with its corresponding animal sign only once every sixty years. It is this rare convergence of character and energy that forms the conceptual foundation of the collection, with each cocktail functioning as an interpretation of a specific elemental force.


The result is a menu of considerable range. Some drinks are immediate and bold; others open slowly, revealing texture and progression across each sip. Fire manifests as intensity; Water as something fluid and instinctive; Earth as depth and weight; Metal as cool precision; Wood as forward momentum. Rather than using the zodiac as aesthetic decoration, the collection treats it as a structural framework, with each drink carrying a personality shaped by both its animal sign and its elemental character. In its approach, The Alchemy reflects the culinary philosophy that has defined Shanghai Me since its Dubai opening, the blending of refined Japanese technique with the bolder flavours of Chinese cuisine, reinterpreted rather than preserved. The collection is helmed by the restaurant’s bar team and developed in keeping with the broader vision of chef-preneur Izu Ani and restaurateur Evgeny Kuzin under Fundamental Hospitality. The Alchemy launches today, the 13th May, and will be available at Shanghai Me Dubai from that evening.

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