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
US$90 BILLION HOTEL PIPELINE SET TO EXPAND GCC AND NORTH AFRICA ROOM SUPPLY BY 27 PERCENT
The GCC and North Africa has US$90 billion worth of hotels and resorts in the pipeline, with 200,000 upcoming new rooms set to boost the region’s existing supply by 27 percent, according to HVS data released ahead of the 2026 edition of Future Hospitality Summit – FHS World, taking place at Madinat Jumeirah in Dubai from 29 September – 1 October.
With around 88,000 rooms currently under construction and another 25,000 in the final planning stages, over 55% of upcoming hotels in the region are set to be delivered between now and 2030, experts say.
Research from global hospitality consultancy, HVS, shows that Saudi Arabia is the dominant force in the Middle East’s hotel expansion, with 110,000 rooms – around 50% of the regional pipeline – under development in Riyadh, Makkah, Madinah, Diriyah, NEOM, the Red Sea and AMAALA. The scale of development is unprecedented, but equally significant is the increasing diversification of products, from large pilgrimage-focused hotels to luxury resorts, branded residences and upper midscale accommodation, the company added.
With 42,000 rooms in the pipeline, Egypt is the second most active country, with projects in Cairo, the North Coast, the Red Sea and emerging mixed-use destinations. Third is the UAE which, as a comparatively mature market, continues to evolve through destination-led developments, particularly in Dubai, Abu Dhabi and Ras Al Khaimah, where projects such as Wynn Al Marjan Island are further expanding the country’s international appeal.
Hala Matar Choufany, President, Middle East, Africa and South Asia at HVS, said: “The hotel development pipeline across the GCC and North Africa remains one of the most significant globally, reflecting continued investor confidence in the long-term fundamentals of the region’s tourism and hospitality sectors. The region’s investment in hotel expansion underscores not only the scale of development, but also the depth of capital that continues to back the region’s tourism ambitions.”
HVS insight shows that capital is being deployed with greater discipline than before, increasingly favouring mixed-use developments, branded residences and phased delivery models that improve project economics and manage risk more effectively. Funding models have also evolved, with increasingly diverse capital structures.
“The region’s hotel pipeline is no longer just a story of scale, it’s one of discipline, with capital deployed with far greater intention. But what’s changed the most is how projects are financed. The sector has moved well beyond the traditional mix of developer equity and bank debt. In Saudi Arabia especially, large-scale destination developments are being underpinned by government-backed investment vehicles and strategic public-private partnerships, while developers across the wider region are diversifying revenue streams through branded residences and mixed-use components,” said Hala Matar Choufany.
The 200,000 new rooms will be delivered in phases, hitting the market progressively rather than all at once. Around 44% are currently being built, with much of the remaining supply expected to be handed over in stages through to 2030 and beyond.
Delivery will also vary between markets, with some operating on long-term timelines and others more immediate, according to HVS. In Saudi Arabia, major destination projects are being delivered in phases extending well into the next decade, while the UAE’s delivery pipeline is shorter term, with a significant proportion expected by 2028-2030. In Egypt, the development cycle is spread across several years, particularly in the North Coast, Cairo and Red Sea destinations.
The high-end hotel segment – luxury and upper-upscale properties – continue to represent the biggest share of hotel supply, reflecting strong investor appetite for premium experiences, branded products and integrated resort destinations. At the same time, there is growing activity in the upper midscale segment, particularly in Saudi Arabia, where brands such as Hampton by Hilton, Holiday Inn Express, Fairfield by Marriott and ibis are expanding to support broader tourism objectives and offer more accessible accommodation options.
Hala Matar Choufany added: “The next phase of the region’s hospitality industry will not be defined solely by the number of hotels delivered. Success will increasingly depend on the fundamentals that support long-term performance. Connectivity remains critical, whether through expanded airlift, transport infrastructure or seamless digital access. Equally important is service delivery: as new destinations emerge, investing in talent, operational excellence and guest experience will be essential to ensuring that new supply translates into sustainable demand and attractive investor returns.
“The outlook for the region remains positive, but, as capital becomes more selective and markets more competitive, future winners will be those destinations that combine ambitious development plans with strong execution, connectivity and service excellence. Ultimately, the focus is shifting from simply building hotels to creating sustainable, globally competitive hospitality ecosystems.”
Ali Shahid, CEO of The Bench, organisersof FHS World, said “This data reflects the extraordinary scale of opportunity across the region, and the increasing sophistication of the region’s hospitality investment landscape. At FHS World, investment and real estate will be at the core of the conference agenda, with industry leaders examining where global capital sees opportunity and how investors are recalibrating for returns.”
FHS World 2026 takes place at Madinat Jumeirah in Dubai, 29 September to 1 October, under the theme ‘Reinvest in our Future’. See the full agenda here, and discover the growing list of industry-leading speakers here.
-ENDS-
Note to Editors:
About The Bench
The Bench has built a legacy as a global curator of opportunity, designing transformative forums and summits that empower the hospitality and travel industries to connect, innovate, and thrive.
With over two decades of expertise, The Bench creates platforms that go beyond transactions to inspire collaboration and drive meaningful change.
Each event brings together government leaders, tourism ministries, global travel associations, leading hospitality brands, hotel owners and investors, airlines, destination developers, and more. From flagship gatherings like FHS World (formerly AHIC) and FHS Saudi Arabia, to FHS Africa (formerly AHIF) and AviaDev, The Bench creates events where ideas spark, relationships deepen, and investments take flight.
The Bench thrives on fostering dynamic and forward-looking dialogues, uniting industry pioneers to address challenges, seize opportunities, and co-create the future. Each event is crafted to deliver more than just connections – it’s about transforming ideas into action and building a better tomorrow. Discover more at thebench.com.
Hospitality
Stomping Grounds Marks International Coffee Day With Buy One, Get One Free Coffee and Bottomless Filter
Stomping Grounds, the Aussie-owned café in Jumeirah 1, is marking International Coffee Day with an offer built around one simple idea: have another cup or three! On Thursday, 1 October 2026, guests who buy any coffee can pick one of two ways to keep going:
•Taking it away? Buy any coffee and get a second one of the same, free.
•Dining in? Enjoy bottomless filter coffee all day.
This year’s International Coffee Day is the first since the United Nations General Assembly formally recognised 1 October in March 2026, acknowledging the millions of farming households whose livelihoods depend on coffee.
“Every cup we pour started with one hardworking farmer and their family. They put in the hard yards all year, then we grind a few grams, push a couple buttons, pull a lever or two, draw a little leaf with the milk and take all the compliments, ” said Ryan Godinho, founder of Stomping Grounds. “So have another cup, ask the team where it came from, and give a quiet nod to everyone who got it here. We’ve been at this since 2015, and the best part is still seeing someone who popped in for a quick coffee settle in an hour later, second cup in hand, chatting with our team. That’s the whole idea.”

The coffee is roasted in Dubai by its partners at Specialty Batch, who have been pioneering the UAE’s specialty coffee scene since 2011 and have filled every grinder at Stomping Grounds since day one. The menu runs from its house blends through to rotating single origins and seasonal micro lots.
On the day, the filter brews will rotate through exceptional coffees from Brazil, Kenya, El Salvador and Colombia. Four countries, no passport required.
The baristas are trained, know their stuff and love a coffee chat. Guests can discover a new favourite micro lot or simply get a recommendation based on what they normally drink.
Whether you stick to your usual order, try something new or settle in for a bottomless cup of filter, it’s a good day to drink a little more and find out what you like.

About Stomping Grounds
Tucked away in Jumeirah 1, off the main roads and away from the malls, Stomping Grounds is an escape from the hustle: close enough to the water for a post coffee wander, far enough from the traffic that you can actually hear yourself think. Owner-operated since opening in 2015, it has a warm, rustic vibe, a menu built for people who properly enjoy eating, and an exceptional coffee programme roasted locally by Specialty Batch. It’s pet-friendly, so four-legged regulars are welcome too, and the team are switched on hospo professionals who care about the details, from the first coffee of the morning to the last plate out of the kitchen.

There’s plenty of free parking nearby, which makes life that much easier. Breakfast, lunch, dinner, afternoon tea, a quick cuppa, a laptop session, or one of those “I’ll just pop in for a coffee” visits that somehow turns into brunch. Happens to the best of us.
Terms:
Valid Thursday, 1 October 2026 only, during opening hours. Takeaway: one free coffee per coffee purchased; the free coffee must be the same drink, same size, and
is served on the same visit. Bottomless filter coffee is for dine-in guests only and runs all day with any coffee purchase. Cannot be combined with other offers. While coffee stocks last.
Details
Location: Villa 98, 12D Street (corner of 51st Street), Jumeirah 1, Dubai | Phone: +971 4 344 4451 | Hours: Monday-Thursday: 7:30am to 8pm; Friday-Sunday: 7:30am to 11pm | Instagram: instagram.com/stompinggroundsdxb | Website: stompinggrounds.me
Hospitality
Tbilisi Youth Art Market is launching its first exhibition project in Tbilisi
TYAM – Tbilisi Youth Art Market is launching its first exhibition project in Tbilisi. The project brings together emerging and independent artists, galleries, collectors, cultural institutions, and international experts from the art world.
The event will take place from September 25–27, 2026, at the National Palace of Youth, on Rustaveli Avenue in Tbilisi. TYAM is a new platform created to support young and independent artists, increase their visibility, and establish connections with the broader art market.
The first edition brings together artists working in Georgia and abroad under the theme “COEXISTENCE.” The concept reflects the meeting of different generations, artistic practices, perspectives, and approaches within one shared creative space.
The programme includes an Art Market section, public and panel discussions featuring international guests, opportunities for professional networking and the development of an artistic network, as well as a special VIP programme. TYAM aims to become a new point of attraction for Georgia’s and the international creative community, connecting artists with collectors, galleries, institutions, and the wider public.
- TYAM 2026, September 25–27, 2026
- National Palace, Rustaveli Avenue, Tbilisi, Georgia
- Tbilisi Youth Art Market
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