BALANCING AUTHENTICITY, SUSTAINABILITY, AND GUEST EXPERIENCE

Exclusive interview with Siegfried Nierhaus, Vice President and Head of Development, Middle East, India & Africa, H World International

How has Future Hospitality Summit 2025 shaped up as a platform for thought leadership and collaboration within the hospitality space this year?

The Future Hospitality Summit continues to play an instrumental role in driving impactful dialogue and connections for hospitality brands in the region. This year, the summit highlighted how the industry is evolving towards purpose-driven growth and sustainable transformation.

For H World International, FHS 2025 has provided us with the opportunity to connect with investors, owners, and developers while sharing insights on aligning hospitality development with evolving traveller expectations. The summit’s focus on innovation and long-term value creation aligns with H World International’s vision to grow responsibly across key markets in the Middle East. FHS 2025 highlighted some key industry insights as well as key milestones and achievements by regional and international hospitality brands. We are proud to mark a key milestone on such a dynamic international platform. Globally, H World Group celebrates 20 years this year, with more than 12,000 hotels and 1.1 million rooms worldwide, and conferences such as FHS 2025 have played an important role in shaping our partnerships in the region.

What were some of the key trends or conversations at FHS 2025 that resonated most with you and your brand’s direction?

This year, the summit reflected a significant connection between digital transformation, sustainability, and authenticity as defining themes for the future of hospitality. These trends are shaping investment and operational strategies across the sector. The growing demand for high-quality mid-scale offerings was particularly notable, which has been an important focus for us. Our IntercityHotel brand continues to demonstrate a defining presence across the Middle East, focusing on functionality, urban designs, and efficiency that resonates with younger travellers who value reliability and purpose. We also saw greater emphasis on wellness and purposeful travel. Across our portfolio, the goal remains to create hotels that are operationally efficient, sustainable, and emotionally engaging.

We are incorporating more wellness-oriented elements across H World International’s hotel concepts, from enhanced fitness and relaxation spaces to thoughtful design that promotes rest and recovery. The industry-wide emphasis on sustainability, wellness, and localisation aligns closely with our approach of developing hotels that are operationally efficient while remaining culturally connected to their destinations.

You have led development across three vastly different regions, what’s one cultural insight that’s changed how you view hospitality altogether?

Having worked across Europe, the Middle East, and Africa, I have learned that hospitality may be a universal language, but its expression is entirely local. True hospitality is about resonance rather than replication.

Each market carries its own identity. At H World International, we translate these nuances into experiences that combine the local heritage and culture with hospitality excellence that defines our brands in the region. This approach has shaped our expansion in key source markets such as Egypt, where our highly anticipated Steigenberger Saint Catherine Resort and Steigenberger Resort Byoum Lakeside, will soon welcome guests to experience world-class hospitality in very distinctive destinations.

Furthermore, Steigenberger Saint Catherine Resort is the first international hotel brand in the region – a UNESCO heritage site, offering modern comfort and historic charm. This development reflects H World International’s vision to be the trusted partner of choice for owners and guests across the Middle East and Africa, supporting long-term growth in alignment with national tourism goals.

Can you share your insights on how evolving travel behaviours and cultural expectations are influencing how global hospitality brands redefine “guest experience” today?

Today’s traveller seeks far more than comfort or convenience; they expect a seamless, personalised, and purpose-driven experience. The integration of technology, sustainability, and emotional connection now defines the modern guest journey. Our regional portfolio mirrors these factors with brands such as IntercityHotel offering modern, functional spaces elegantly designed for today’s connected traveller. H Rewards, the world’s largest hospitality loyalty programme with over 288 million members, has also been pivotal to this transformation, allowing us to personalise stays, enhance guest engagement, and offer added value. As guests seek brands that combine quality with sustainability, our hotels integrate energy efficiency, reduced plastic use, and locally inspired designs, ensuring that every stay reflects both modern expectations and the enriched regional culture.

At H World Group, our global presence consists of more than 12,000 hotels and over 1.1 million rooms across 19 countries, enabling us to gain real-time insights from diverse guest demographics and cultural nuances. This scale gives us a deeper understanding of what travellers value most, enabling us to deliver experiences that balance local authenticity with consistent global quality.

We are seeing travellers seeking more authenticity and emotional connection, how is H World International interpreting this shift in its hotel concepts?

Authenticity and emotional resonance are increasingly central to how travellers define value. At H World International, we view this shift as an opportunity to craft experiences that tell a story, one that connects the guest to the culture, community, and sense of belonging. Across our portfolio, this philosophy is reflected through architecture, design, and locally inspired experiences. A great example is IntercityHotel Riyadh Al Rayaan, opening in June 2027, which blends German hospitality traditions with contemporary Saudi design influences, creating a product that feels both international and locally relevant.

Likewise, our Steigenberger Saint Catherine Resort in Egypt is inspired by the cultural and natural heritage of its surroundings, embodying a timeless design that honours the authenticity and spirit of Saint Catherine, a UNESCO heritage site.

This balance between cultural integrity and operational excellence enables us to create environments where guests feel genuinely connected to their destination.

With generational and cultural differences shaping travel demand, what challenges or opportunities do you see in designing experiences that feel globally relevant yet locally grounded?

The hospitality sector is navigating a complex yet exciting landscape, where generational and cultural diversity are reshaping what guests value. Younger travellers prioritise digital convenience, flexibility, and sustainability, while established segments continue to seek consistency and service excellence. The challenge and the opportunity lie in harmonising these expectations. At H World International, we are focusing on creating spaces that transcend demographics, combining timeless comfort with modern relevance. We integrate sustainable design, local materials, and technology to ensure our hotels remain adaptable and meaningful in every market.