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Hospitality

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

Where There Is Trade, There Is Gulfood

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Gulfood

There is only one place where the world gathers annually to witness an unparalleled F&B showcase, with products meticulously handpicked from every corner of the globe. This time, a new global chapter is unfolding in the future of food and it’s within the legacy of Gulfood that the world can anticipate a seismic impact.

The 30th edition of Gulfood, taking place at the Dubai World Trade Centre from 17 – 21 February, will host a record 5,500+ exhibitors from 129+ countries. It will unveil new business opportunities and solve new and evolving global challenges.

Celebrating 30 Editions of Informing the Global Foodscape

For over three decades, Gulfood has been the driving force at the heart of global food commerce—igniting innovation, sparking cross-cultural collaboration and redefining the next era of global F&B. As the world experiences a sweeping transformation in food systems—powered by groundbreaking technologies, sustainability breakthroughs, and forward-thinking ideas—Gulfood 2025 will be the epicentre of this revolution. This is where the next era of food begins, and you’re invited to be at the forefront.

Event date:  17 – 21 February 2025 at Dubai World Trade Centre & registration is now live.

Why Visit?

Where The World Connects for Their F&B Sourcing Success

  • 5500+ Exhibitors: Explore 100k+ new products and innovations from a vast exhibitor showcase across eight distinct sectors.
  • 129 Countries Exhibiting: Experience global diversity with the biggest lineup of participating countries.
  • 43% New Exhibitors: Get the first look at the fresh offerings from exhibitors attending the show for the first time.
  • 24 Huge Halls: Navigate 24 massive halls filled with exhibitors, country pavilions and culinary experiences.
  • 1 Million Sq. Ft Exhibition Area: Gulfood 2025 boasts one million square feet of show floor space.
  • Network And Pre-Schedule Meetings: Establish close connections with F&B industry leaders through pre-scheduled meetings via our official event app and meetings programme.

Show Sectors

Gulfood is set to showcase the latest trends and advancements in the F&B industry, spanning seven distinct sectors: Dairy, Beverage, Fats & Oils, Pulses & Grains, Meat & Poultry, Power Brands and World Food.

Anticipate exploring products spanning these sectors at Gulfood, the ultimate platform for connecting with industry leaders, discovering state-of-the-art innovations and forging valuable partnerships in the ever-evolving F&B landscape.

Features

Food500

The summit will unite global leaders to tackle key challenges, sparking discussions, and showcasing trends, featuring top CEOs, policymakers and innovators.

From talks like Visionaries: Exploring Cutting-Edge Technologies Driving Food Tech to Pioneering Smart Agricultural Systems in the F&B Sector and more, the summit aims to drive business, inspire change and fuel global economic growth.

GULFOOD DISCOVERY TOURS

Over five days, engage in curated tours that are designed to connect you directly with the products you’re most interested in sourcing. The tours focus on diverse food categories such as Gourmet, Alternative Proteins, Ready-to-Eat, and Plant-Based.  F&B professionals, buyers and sourcing experts can gain valuable insights, access exclusive products and make informed business decisions while exploring key trends influencing global F&B.

Top Table

Top Table returns with a charismatic group of local and international chefs who are reimagining the way we create and enjoy food. With a bold focus on culinary futurism, the 2025 edition will debut new techniques, inventive flavour combinations and unconventional textures that surprise and delight audiences.

YOUTHX – YOUNG CHEF CHALLENGE

Witness a high-energy culinary competition between young hotel chefs from around the world. They will compete for a career-defining internship at some of the top restaurants and culinary schools in Europe. Gulfood’s YouthX brings together emerging culinary talent from diverse cultures, offering a global platform that unites chefs through healthy competition. They’ll be judged on futuristic techniques that set the event apart from previous editions, showcasing the next generation of global culinary leaders.

BLEND STUDIO
Celebrate the artistry of beverages with immersive masterclasses that showcase the latest trends and exclusive, never-seen-before creations crafted by industry experts. Explore the world of coffee and the trendiest crafted drinks while seizing opportunities to connect and learn from leading beverage professionals.

THE CULINARY DEBATE
Watch as global culinary icons debate the industry’s most critical challenges and exciting opportunities in the world of food. You’ll be captivated as they offer fresh perspectives on the rapidly evolving industry landscape.

THE TASTING ROOM
Experience the latest culinary creations from top brands and network with business leaders in the F&B industry. Whether you’re looking for the market’s most exciting products, new partnerships or upcoming trends, this is where opportunities come to life.

DUBAI WORLD CUISINE
Experience an exclusive four-hands dinner series that brings together celebrated international chefs and homegrown culinary talent. These unique collaborations offer a one-of-a-kind opportunity to savour bespoke menus, where local flavours and global expertise converge to create exceptional dining experiences.

GULFOOD AFTER HOURS
Explore Dubai’s vibrant food scene with Gulfood After Hours. We’ve teamed up with the city’s most iconic restaurants to give you an unforgettable culinary adventure. From casual eateries to fine dining, you’ll experience the very best Dubai has to offer, outside of the exhibition halls. Simply book, show your ticket, and enjoy exclusive offers at venues across the city.

INNOVATION AWARDS

The Gulfood Innovation Awards will celebrate brands setting a new standard for excellence in F&B. Recognising forward-thinking products that demonstrate creativity, ingenuity and impact, these prestigious awards highlight the best in the F&B industry across 10 categories.

Register today.

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Hospitality

Wok’s Up, City Walk? wagamama Opens New Branch in City Walk

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wagamama DUBAI

wagamama is set to open its 11th branch in the UAE at City Walk, the lively, modern destination combining urban style with a laid-back, open-air vibe. Since launching its first branch in 2004, wagamama has expanded across the region with over 10+ locations, now adding another to delight food enthusiasts across the Emirates.

The City Walk location marks a significant milestone, offering a modern dining experience in one of Dubai’s most dynamic neighborhoods. This new location is set to take dining to the next level with spacious interiors and an open terrace offering stunning views of the city. Situated near the Coca-Cola Arena, the restaurant is perfectly positioned to attract both local residents and visitors, providing a vibrant dining spot throughout the bustling event season.

New Space, Same Menu and Commitment to Sustainability 

The wagamama City Walk branch delivers the same mouthwatering menu that fans have come to love, featuring flavorful bowls, ramen, and curries. This location brings an added layer of excitement with its spacious interiors, vibrant atmosphere, and an expansive terrace offering a relaxed dining experience in the heart of City Walk. Imagine enjoying your favorite comfort food while watching the world go by – it’s the ultimate dining vibe! Whether you’re stopping by for a quick bite or enjoying a leisurely meal with friends, the terrace is a perfect spot to make your experience unforgettable.

As part of wagamama’s ongoing commitment to sustainability, the new location will feature eco-friendly packaging for all delivery orders. Additionally, customers can purchase reusable containers for just AED 12, contributing to a more sustainable dining experience.

With its growing popularity among office workers, families, and tourists, City Walk offers the perfect mix of vibrancy and convenience. wagamama’s arrival here meets the strong demand for fresh and diverse dining options in this lively neighborhood, providing a unique culinary experience with a side of iconic views.

A Strategic Move Towards Sustainable Growth and Community Connection

The opening of the City Walk branch marks a significant milestone in wagamama’s regional expansion. This new location is a direct response to Dubai’s evolving dining scene and reflects wagamama’s commitment to anticipating where communities are heading, rather than just following the crowd. Elias Madbak, CEO of RMAL Hospitality, comments: “As we expand, our focus isn’t on trends but on transforming experiences, becoming part of the local fabric, and shaping the future of how people engage with food.

Our locations are selected for their long-term potential to foster deeper connections—not just with customers, but with neighborhoods—driving sustainable growth that goes beyond merely serving a meal.”

This launch underscores the brand’s dedication to growth and delivering high-quality dining experiences across the UAE. Staying true to its ethos of “Kaizen” (good change), wagamama maintains its beloved menu while ensuring that each new location evolves with thoughtful design and local touches to enhance the overall customer experience. This approach aligns seamlessly with RMAL Hospitality’s vision for sustainable regional expansion, fostering both community connection and loyalty.

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Hospitality

DAMAC Maison Aykon City Blurs the Line Between Home and Luxury

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DAMAC

DAMAC Maison Aykon City, located along Sheikh Zayed Road and overlooking the radiant Dubai Canal, is a sanctuary of luxury and exclusivity, offering a seamless blend of comfort, privacy, and refinement. Having firmly established itself as a premier destination for staycations and extended stays, the property embodies the concept of a ‘It’s Your Home’, offering guests the perfect balance of comfort, privacy, and luxury.

Blending opulence with a sense of ease, Aykon City’s collection of serviced apartments—ranging from sleek studios to expansive three-bedroom residences—caters to every need. Floor-to-ceiling windows, scenic balconies, and modern kitchens create an inviting sanctuary, offering panoramic views of the Burj Khalifa, the Dubai skyline, and the serene Arabian Gulf. Each residence is crafted to evoke a sense of serenity, transforming every stay into an experience for leisure, business and families.

Aykon City’s exclusive amenities elevate every traveller’s experience to new heights. Guests can rejuvenate in the luxury spa, enjoy moments of tranquility by the sparkling pool, or recharge in the state-of-the-art fitness center. For younger guests, the Kids’ Club ensures a delightful escape with engaging activities and entertainment designed for their enjoyment. Adding to its exclusivity, the private entertainment hub, featuring a cinema, is reserved exclusively for in-house guests or available for corporate events, team building activities offering a space that’s as private as it is sophisticated.

Culinary offerings complete the experience with effortless finesse. At Etçi Umut, diners are invited to savor globally inspired flavors and signature dishes, all set within chic interiors and a terrace boasting panoramic views of the Dubai Canal and Burj Khalifa. For more casual moments, the poolside café and 24-hour in-room dining provide convenience without compromise.

“DAMAC Maison Aykon City redefines the art of the staycation,” said Ahmed Lotfy, General Manager of DAMAC Maison Aykon City. “We aim to create a space where every guest can enjoy the exclusivity of a luxury retreat combined with the warmth and familiarity of home. Every detail has been designed to ensure their time with us is unforgettable.”

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