By Sara Hoteit, Regional Sales Lead, Backbase Middle East

For decades, white-glove banking in the Middle East relied on personal trust. High-net-worth individuals (HNWIs) and family offices turned to relationship managers (RMs) for access, expertise, and discretion. However, today’s digital-first generation of clients is inheriting wealth, and they expect faster, more transparent, and more personalised service than traditional models can deliver.

Why are younger clients walking away?

Recent surveys show a dramatic shift. Capgemini reports that 81% of affluent heirs plan to change their wealth managers. The reason is not a lack of expertise, but dissatisfaction with slow, opaque, and disconnected experiences.

Traditional private banking often resembles a black box: clients see limited transparency, receive quarterly reports, and rely on infrequent meetings. In contrast, new generations want data, control, and insights at their fingertips. EY research confirms this gap, noting that only 7% of Gen Z trust bank advisers for financial guidance. Digital-first wealth platforms like Sarwa and StashAway are stepping in to meet these demands.

The human role in private banking

Despite this shift, the human element remains essential. Relationship managers still play a critical role in building trust and offering tailored advice. However, many spend most of their time on administrative tasks rather than client-facing work. McKinsey estimates up to 70% of RM time goes to back-office processes.

For banks, the solution lies in rethinking the role of advisers and empowering them with technology that eliminates inefficiencies while elevating client engagement.

Digital tools that elevate wealth management

Digitisation should enhance, not replace, personal service. Clients now expect customisable dashboards that reflect estate planning, performance analytics, or ESG-focused investments. Both advisers and clients benefit when these tools deliver real-time insights that support collaboration.

In addition, clients want flexible access to their advisers. EY notes that 85% still value personal advice, but they prefer it delivered on their terms—through secure chat, video calls, or collaborative digital platforms.

How AI empowers relationship managers

Technology can give RMs the edge they need. AI tools identify risks, recommend diversification, and flag liquidity needs. When embedded in RM workspaces, these insights keep advice timely and proactive.

Automation further reduces administrative work, allowing advisers to spend more time building meaningful client relationships. This shift restores the core value of wealth management: trust, loyalty, and personalised advice.

From products to financial journeys

Wealthy clients no longer want just products; they want holistic support. They expect advisers to guide them through succession planning, family governance, philanthropy, and alternative investments. Global disruptors like Robinhood proved how fast expectations can change, and regional players such as Baraka are echoing this trend.

Reinventing the white-glove model

Private banking is not obsolete, but it must adapt. Banks that reinvent white-glove banking for digital-first clients will combine AI-driven efficiency with human empathy. By empowering advisers, streamlining processes, and blending digital convenience with trust, banks can keep this premium model relevant.

In the end, successful institutions will prove that strong relationships, enhanced by smart technology, remain the most valuable currency in wealth management.

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MERED, the award-winning international real estate developer, has partnered with Reflex Angelo, the global Italian luxury furniture brand, to provide Pininfarina branded furniture able to enhance the one of a kind living experience at ICONIC Residences Design by Pininfarina, the developer’s flagship project in Dubai. This collaboration marks Reflex Angelo’s debut partnership with a real estate developer in the UAE.

Apartments in ICONIC Residences will feature custom-design built-in furniture by Pininfarina. As part of collaboration with Reflex, residents will have the option to complete their homes with a Pininfarina furniture premium collection, enjoying exclusive perks and benefits that bring the full Italian experience throughout their living space. Located in Dubai Internet City, the 290-metre tower will be the tallest in the area, offering 310 luxury apartments with sea views and convenient access to hotspots like Palm Jumeirah and Dubai Marina.

Reflex Angelo and Pininfarina have been collaborating since 1997, delivering masterpieces such as the Vela Armchair and the Orizzonte collection, a modular seating system that balances form and function. This long-standing relationship ensures that the optional furniture offered at ICONIC Residences reflects the same design language as the apartments themselves, creating a cohesive look throughout the home.

Michael Belton, CEO of MERED, commented: “Our partnership with Reflex Angelo is part of our goal to deliver genuine quality and design consistency and full Pininfarina experience at ICONIC Residences. We want to ensure that residents experience a fully integrated premium home, from structure to interior. As Dubai’s elite lifestyle sets new benchmarks for global luxury, our project reflects both the city’s ambition and the expectations of a global, design-conscious audience.”

Luciano Lucatello, Chairman of Reflex Angelo added: “This project stands out in our global portfolio, not only as our first collaboration with a real estate developer, but also because of the shared commitment to design integrity and material quality. Working alongside Pininfarina and MERED gives us a meaningful platform to bring our Italian craftsmanship into a market that values sophistication.”

Dubai’s luxury property market is set to outpace all others in price growth in 2025. A recent Knight Frank survey found that 69 percent of high-net-worth individuals are interested in purchasing a branded residence in Dubai, underlining strong demand for projects associated with established design and architectural firms. At the same time, the UAE’s residential market is on track to exceed $400 billion in 2025, reflecting sustained investment in high-end, design-driven developments.

As MERED expands its footprint in the Middle East, the company remains focused on delivering projects that reflect international design standards and long-term impact.

Moscow travel GCC is growing rapidly, as more tourists from the UAE and Gulf countries discover the city’s unique blend of history, culture, and modern attractions. In this exclusive Q&A, Regina Gleim, Head of the International Cooperation Division of the Moscow City Tourism Committee, shares insights with Hospitality Integrator on why Moscow is becoming a top destination for Middle Eastern travelers.

1. Growth in GCC Tourism to Moscow

Q: How has Moscow experienced growth in tourist inflow from the UAE and GCC in recent years?
Over the past few years, Moscow has seen consistent growth in inbound tourism from the Gulf region. In fact, in 2024 alone, the city welcomed 337,400 visitors from the Middle East — a 1.4-fold increase compared to the previous year. Notably, the UAE is among our fastest-growing markets, with arrivals rising from 18,200 in 2019 to over 62,100 in 2024.

This upward trend is no coincidence. It is supported by improved air connectivity, simplified entry procedures, and tailored travel experiences. Moreover, satisfaction levels are high, with Middle Eastern visitors giving Moscow an average rating of 8.2 out of 10, according to our research. Clearly, we are moving in the right direction when it comes to accessibility, comfort, and hospitality.

2. Why GCC Travelers Should Visit Moscow

Q: Why should travellers from the UAE and GCC consider Moscow as their next holiday destination?
Moscow offers a compelling mix of centuries-old landmarks and modern flair. For example, Red Square, the Kremlin, the Bolshoi Theatre, and the Tretyakov Gallery are iconic sites that continue to attract Emirati and GCC visitors.

In addition, families enjoy attractions such as Dream Island Park, the Moscow Zoo, and the Central Children’s Store. Meanwhile, art lovers are increasingly drawn to the GES-2 House of Culture and the Museum of Russian Impressionism. Furthermore, Moscow City, with its skyscrapers and luxury shopping, provides a distinctly contemporary experience. Additionally, green urban spaces like Zaryadye Park and VDNH showcase ecological design and interactive museums.

Ultimately, the diversity of experiences — whether it’s exploring historic estates, cruising along the Moskva River, or enjoying panoramic views from Europe’s tallest Ferris wheel — makes Moscow a destination that appeals to all ages and travel styles.

3. Initiatives for Middle Eastern Tourists

Q: What initiatives has Moscow introduced to cater to Middle Eastern tourists?
To better serve Middle Eastern visitors, we’ve launched several targeted initiatives. These include regional marketing campaigns, strategic partnerships with tour operators, and active participation in key travel industry events.

For instance, in 2024, we hosted UAE Culture Days in Moscow, which welcomed more than 300,000 attendees and celebrated cultural exchange. Additionally, we developed the Muslim-Friendly Guide to Moscow, offering information on halal restaurants, prayer facilities, and cultural points of interest.

Moreover, five major tourist centres across the city now assist in Arabic and English. Over 100 certified guides are available in multiple languages. We also introduced a Welcome Pack for Middle Eastern guests, featuring discounts on accommodation, wellness, restaurants, and local experiences.

Thanks to the Discover Moscow portal and our official Snapchat account, visitors can easily access up-to-date tips and recommendations in both English and Arabic. As a result, planning a trip to Moscow has never been more convenient for GCC travelers.

4. Family-Friendly Experiences in Moscow

Q: How does Moscow cater to family experiences?
Moscow is increasingly recognized as a family-oriented destination. The city offers a wide variety of experiences for all ages — from nature-filled eco-parks and green boulevards to aquaparks, interactive museums, and amusement parks like Dream Island.

One of the highlights is the ‘Summer in Moscow’ festival. Designed with families in mind, it includes open-air theatre, live music, creative workshops, and cultural markets. These events are held in parks, estates, and central boulevards, encouraging families to explore the city together in a festive atmosphere. Best of all, most events are free and open to everyone — from Muscovites to international guests.

Consequently, with its safe infrastructure, welcoming hospitality, and child-friendly programming, Moscow continues to position itself as a top choice for families from the UAE and the broader GCC.

5. New Attractions in Moscow This Summe

Q: What are the newest attractions or experiences that Moscow is offering this summer season?
Summer is the perfect time to visit Moscow. From June to August, the city hosts the annual ‘Summer in Moscow’ festival, featuring over 1,000 outdoor events across parks, cultural venues, and heritage sites. Key highlights include:

• Moscow Estates Festival – Over 40 historic estates host theatrical performances and immersive heritage activities.
• Theatre Boulevard – A 92-day cultural season with more than 600 live shows across 14 open-air stages and over 3,000 performers.
• Gardens and Flowers Festival – Rare botanical installations and vibrant floral displays transform city parks and public spaces.
• Music in the Parks – Live jazz, rock, electronic, and acoustic music in iconic venues like Gorky Park and VDNH.
• Forum Moscow 2030 – A citywide forum-festival designed to immerse youth and families in the technologies, culture, and lifestyles of tomorrow’s world.

In conclusion, these seasonal events allow visitors to enjoy Moscow’s artistic and cultural energy in a refreshing and engaging environment. For those looking beyond the summer months, Moscow in winter is equally enchanting — with snow-covered streets, sparkling decorations, festive markets, and traditional seasonal events. Therefore, whether in summer or winter, Moscow is a year-round destination offering unforgettable experiences.