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
SUN SIYAM PASIKUDAH WINS BEST GLOBAL HOTEL DESIGN AT HOMES & GARDENS’ DESIGN AWARDS 2025 FOR STUDIO SIXTY7’S TRANSFORMATIVE REDESIGN
Sun Siyam Pasikudah, part of Sun Siyam Resorts’ Privé Collection, has won the coveted Best Global Hotel Design award at the Homes & Gardens Design Awards 2025. The accolade recognises Studio Sixty7, led by founders Lee McNichol and Jose Rivero, for a transformative redesign that blended artisanal craftsmanship, cultural authenticity, and sustainability to set a new benchmark for luxury hospitality in Sri Lanka.
The Homes & Gardens Design Awards celebrate the best in design and decorating, spotlighting inspiring projects and innovations shaping the way we live now and into the future. Within the Best Global Hotel Design category, the judges recognised the transformation of Sun Siyam Pasikudah for its blend of refined hospitality, artisanal craftsmanship, and environmental responsibility.
The 34-room boutique resort on Sri Lanka’s eastern coast was reimagined as a sanctuary of understated luxury, completed within an ambitious four-month timeline and re-opened in November 2023. To reduce waste, much of the original furniture was refurbished and reupholstered, while all new materials were sourced locally and installed by Sri Lankan craftspeople. The team commissioned handwoven textiles, bespoke lighting, and custom joinery, using natural materials such as bamboo, linen, terracotta, and reclaimed wood to create a tactile, grounded experience.
Arshed Refai, General Manager of Sun Siyam Pasikudah, commented: “We are incredibly proud to see Sun Siyam Pasikudah recognised on the global stage. This award is a tribute not only to the vision of Studio Sixty7 but also to the extraordinary craftsmanship of Sri Lankan artisans who brought the design to life. Our resort now reflects the spirit of the island in a way that is both authentic and forward-thinking, offering our guests a truly unique sense of place.”
Traditional construction techniques were seamlessly blended with contemporary interior methods, producing a holistic environment where architectural integrity meets artisanal detail. The result is a collection of immersive spaces, from a restaurant and spa to a boutique and beach shack, each reflecting a strong sense of place and purpose.
The innovation lay in Studio Sixty7’s ability to redefine luxury with locality. Instead of importing generic finishes, the studio partnered with Sri Lankan artisans to create site-specific elements including handwoven ceilings, linen-draped interiors, ochre-hued plaster finishes, and custom lighting. This approach elevated vernacular design into a contemporary hospitality context, proving that innovation is not always about technology but about intentionality and integrity.
Sustainability was at the heart of the project. The design embraced low-impact principles, reusing original furnishings, sourcing locally made materials, and minimising imports, significantly reducing the carbon footprint of both construction and transport. Natural ventilation, open-plan layouts, and tactile finishes reduced operational energy consumption, demonstrating how luxury and environmental responsibility can coexist harmoniously.
Crucially, the project also championed social sustainability in a region historically impacted by civil conflict. By engaging local artisans, potters, weavers, and joiners, the redesign became a vehicle for economic revitalisation, offering meaningful employment and celebrating traditional skills. The on-site boutique, The Edit, continues this legacy, providing guests with an opportunity to connect directly with Sri Lanka’s craft heritage and support regional makers.
Studio Sixty7 has built a reputation for thoughtful, collaborative design that balances refinement with authenticity. Their ongoing partnership with Sun Siyam Resorts includes projects across the Maldives, further cementing their role as valued creative partners.
Hospitality
GODIVA REIMAGINES THE BÛCHE DE NOËL IN NEW HOLIDAY COLLECTION
This holiday season, GODIVA invites chocolate lovers to uncover “A Holiday Tale of Delights”, a celebration of craftsmanship, creativity and pure indulgence. Inspired by the European Yule log tradition, GODIVA reimagines the iconic Bûche de Noël through five exquisite chocolates that capture the warmth and wonder of the festive season.
From special christmas boxes to the much-awaited advent calendar and café signature selections, each creation brings a touch of joy, elegance and timeless GODIVA artistry to every celebration.
HOLIDAY GIFT BOXES
Unwrap the magic of the season with GODIVA’s beautifully presented holiday collection, designed for gifting, sharing and festive moments. Each piece celebrates the spirit of the European Yule log, reimagined through GODIVA’s signature artistry.
- Holiday Gift Box (8 pcs): Limited-edition Bûche de Noël chocolates in a festive sleeve
- Holiday Gift Box (15 pcs): A generous assortment of seasonal pralines and truffles
- Advent Calendar (24 pcs): Twenty-four days of chocolate discoveries through the festive calendar
- Holiday Ornament (12 pcs): A beautiful Ornament Box filled with mini milk and dark tablets
- Holiday Tin (12 pcs): A Limited edition keepsake with 12 Cube chocolates
When: 1st November 2025 – 11th January 2026
Where: GODIVA boutiques across the UAE
HOLIDAY LINE PLAN – CUVÉE SPÉCIALE
Inspired by the Bûche de Noël, GODIVA’s Cuvée Spéciale line reimagines the beloved Yule log in five exquisite chocolates, each a miniature masterpiece blending velvety pralines, creamy ganache and premium chocolate shells.
- Speculoos Twist: Speculoos praliné in milk chocolate topped with biscuit powder
- Almond Embrace: Almond praliné coated in milk chocolate with crisp almond pieces
- Pistachio Wonder: Pistachio filling wrapped in dark chocolate and dusted with pistachio powder
- Velvet Pecan Night: Pecan praliné encased in dark chocolate with milk chocolate lines
- Vanilla Lines: Vanilla ganache in white chocolate with delicate chocolate detailing
When: 1st November 2025 – 11th January 2026
Where: GODIVA boutiques across the UAE
HOLIDAY SEASONAL MENU (UAE ONLY)
At the GODIVA Café, the festivities continue with limited-edition desserts inspired by the Bûche de Noël collection. Guests can indulge in elegant creations that combine GODIVA’s signature chocolate craft with the warmth of the season.
- Speculoos Bûche de Noël: A Christmas log made with speculoos praliné and milk chocolate, topped with biscuit powder
- Almond Embrace Bûche de Noël: A festive log of almond praliné and smooth milk chocolate topped with crunchy almonds
- Holiday Golden Chocolate Balloon: A whimsical, festive take on GODIVA’s iconic Signature Balloon dessert
- Red Velvet Hot Chocolate: A rich blend of GODIVA white and ruby chocolate, topped with delicate dried petals
When: 15th November 2025 – 11th January 2026
Where: GODIVA Cafés across Dubai and Abu Dhabi
IN-STORE FESTIVE EXPERIENCE
Adding a sprinkle of joy to the season, GODIVA’s flagship boutiques including The Dubai Mall, Mall of the Emirates and Yas Mall will feature a Holiday Gift Tree activation. Each ornament hides a surprise, from exclusive vouchers to delicious chocolate gifts, turning every visit into a delightful festive experience.
Guests are invited to celebrate, explore and capture moments of joy as they discover the limited-edition collections in a truly immersive in-store setting.
When: 1st December 2025 – 11th January 2026
Where: GODIVA flagship stores (The Dubai Mall, Mall of the Emirates, Yas Mall)
Hospitality
Pounders Unveils Exciting New Menu, Elevating Dining Experience for Food Lovers
Pounders, Dubai’s favorite homegrown comfort-food joint, is turning up the flavor with a brand-new menu packed with bold, indulgent creations that redefine casual dining. Known for its hearty Wagyu burgers and irresistible sides, the new additions promise even more variety, creativity, and punch in every bite.
From fiery flavors to comforting classics, every new dish celebrates Pounders’ signature style with premium ingredients and unapologetically satisfying flavors. Highlights from the new menu include the Jalapeño Burger, loaded with Wagyu beef, cheddar cheese, and fresh jalapeños finished with Pounders’ signature sauce, the Calamari lightly fried with jalapeños and chipotle adobo for a spicy kick, and the rich Crispy Beef with Mashed Potato tossed in oyster and sriracha sauce over creamy mash, each designed to deliver that perfect balance of comfort and creativity Pounders is known for.
The new menu also reflects Pounders’ growing reputation for bringing elevated flavors to a casual, homegrown setting. Guests can expect a mix of familiar favorites and inventive twists, with dishes like the indulgent Creamy Wild Mushroom Burger that transforms the classic Wagyu patty into a gourmet comfort experience. Every plate is thoughtfully crafted to be hearty, satisfying, and unmistakably Pounders.
Pounders stands out in Dubai’s crowded burger scene for its premium ingredients and inventive comfort-food combinations. Whether it’s Wagyu beef layered with bacon jam or a side of truffle-tossed fries, each dish strikes the perfect balance between indulgence and accessibility. With its homegrown spirit, Pounders has become a go-to for those who crave premium quality without the fine-dining fuss.
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