Have you ever wondered why real estate commissions never seem to change? In the UAE, agent commissions are typically 2 percent of a property’s price and up to 5 percent of rental value. In many other countries, it’s the same story — commissions are generally fixed, without regard to the quality of the property, its size and value, or even the quality of service.

Is this a fair deal? Opinions may differ, but over the years many experts have often cited this practice as one of the enduring inefficiencies and limitations of the developer–agent–buyer chain. Traditionally, in this model, buyers make decisions largely based on what is presented to them by intermediaries, while developers rely on the same agents to gather market feedback. One party, the intermediary, acts as gatekeepers of the flow of information, and consequently holds more insights than both developers and buyers.

Analysts say this set-up has led to information frictions in the market, a term they use to describe information that is imperfect, costly, or asymmetric. It’s a system prone to distortions, delays, and inefficiencies that ultimately result in mispricing, misaligned offerings, slower feedback, and missed market insights.

But for years things have remained largely unchanged. Amid one of the real estate market’s most dynamic phases, we would be tempted to think otherwise — that the conditions for change have never been stronger. In Dubai, the property market reached a value of AED 761 billion in 2024, shattering records according to the Dubai Land Department. The entire city is buzzing with new projects, including a much-awaited third metro train line. But as they say, developers build quickly yet adapt slowly.

So while we’re seeing skylines transform at breathtaking speed, many business practices, e.g. how properties are marketed, sold, and priced, have largely remained the same. Pricing structures and commission models have been left untouched. Countless studies have exhaustively discussed why this is so, e.g. the real estate and construction industries being historically change-averse. The usual excuses: they’re asset-heavy, heavily regulated, and have a strong reliance on long-standing relationships and legacy processes.

But change is becoming a competitive necessity. While maintaining the status quo preserves certain best practices, the conventional developer–agent–buyer set-up has also entrenched inefficiencies that no longer serve today’s developers or buyers. Breaking the status quo means rethinking how knowledge moves through the property value chain. But who will take the first step?

Direct-to-owner model

Disintermediation, the process of removing middlemen between developers and buyers, is an alternative approach that overcomes many of these inefficiencies. From the outset, this model is seen to greatly benefit real estate consumers as it completely removes the need for agent commissions. But developers and many individual home sellers also stand to gain from engaging directly with homebuyers as it gives them complete control over the sales process and market data – two critical factors for maintaining a competitive edge in a rapidly evolving market.

This is not a totally new concept. Disintermediation was coined in the 1960s when consumers started to invest directly in securities such as stocks, bonds, hedge funds, and mutual funds, instead of depositing their money in banks. Technology was key to unlocking this shift, not just in finance but in other industries such as real estate.

In the age of the internet and artificial intelligence, disintermediation has taken on a far more practical and transformative role, particularly in real estate. The modern buyer’s journey increasingly begins, and many times ends, online, with AI influencing every stage. In fact, the UAE has now achieved 100% internet penetration, according to a report by the Telecommunications and Digital Government Regulatory Authority (TDRA), effectively making online platforms a default starting point for most property seekers.

Meanwhile, there has been a big shift in the homebuyer profile towards a younger, more tech-savvy generation. The average age of homebuyers has significantly dropped from 53-54 in 2017 to 42-44 in 2025. Moreover, 36-45-year-olds now account for up to 40% of off-plan sales and 44% for ready and re-sale transactions. An even younger cohort, the 21-25 age group, is becoming increasingly active in the property market, buying 38.6% and 33.3% more off-plan and ready property, respectively, over the previous year.

This shows a clear shift in who is buying as well as in the potential of data-driven and algorithm-assisted decision-making as younger real estate consumers increasingly turn to online platforms to buy and gather insights. Yet, in the traditional developer–agent–buyer chain, that data, enriched with AI insights on buyer behavior and preferences, is filtered through layers of intermediation before reaching the developer.

Giving back control to those who create value

Direct-to-owner platforms are now changing that dynamic entirely. Instead of relying on agents to interpret the market, developers and sellers can engage directly with their customers, gaining complete visibility and control over their data and customer interactions. They see first-hand how buyers respond to pricing, visuals, and messaging, and can adjust their strategies accordingly in real time. In our experience at Gllit, a direct-to-owner property listing platform, the efficiencies gained from direct customer engagement are significant — giving developers and sellers critical customer insights that allow them to respond faster to trends and design more inclusive, market-aligned projects and strategies.

Disintermediation is ultimately about restoring balance in the flow of information and of the real estate transaction process. Developers gain agility and data ownership, while buyers benefit from transparency and fairer pricing. In the age of the internet and AI, platforms that allow direct engagement with buyers offer a practical and more efficient alternative to the conventional model that puts control, data, and insight back into the hands of those who create real value.

In an era defined by experiential luxury, Dubai Creek Resort is preparing to unveil its most ambitious accommodation offering to date. Solenna Villas – a collection of just 18 one- and two-bedroom residences curated by Park Hyatt Dubai – will open in Q1 2026 as the resort’s first standalone villa enclave, positioned along the fairways of Dubai Creek Golf Club.

The development responds to a strategic shift in luxury hospitality. The global luxury travel market has reached US$1.2 trillion with projected 7.6% annual growth through 2030, according to Deloitte. Dubai has captured this momentum decisively, welcoming 15.7 million international visitors in the first nine months of 2025 – a 5% year-over-year increase that extends particularly to sporting and lifestyle tourism.

Solenna Villas’ appeal lies partly in what it doesn’t offer: the bustle of a conventional hotel. Each villa spans 200 to 225 square metres, designed with abundant natural light, soft tonal interiors, natural textures, and landscaped courtyards. Expansive terraces open onto private plunge pools, while interiors feature freestanding bathtubs, rain showers, and smart-home integration.

A dedicated 24-hour guest experience host provides a single point of contact for all guest needs. In-villa dining, curated by Park Hyatt Dubai’s culinary team, offers complete flexibility and privacy. Optional spa treatments can be delivered directly to the villa, alongside daily housekeeping and evening turndown service.

“These are built really as a high-end luxury product,” says Chris May, CEO of Dubai Golf. “There are people who are looking for exactly that type of product around the world. I think it will tick a lot of boxes for a lot of people that perhaps have never been to Dubai before, but also for those people that have been but want to stay somewhere different.”

Select villas include rooftop terrace access, offering creek views ideal for private gatherings or quiet reflection against the Dubai skyline.

Building on proven excellence

Dubai Creek Resort’s existing villas – including the four-bedroom Elara Villas overlooking the golf course – have established sustained demand for villa-style accommodations.

“Since we put the villas in here at the Creek and the villas in at Emirates Golf Club, demand for them has been very high,” May notes. “So actually, having specific villas on the golf course is going to be something that really resonates with golfers.”

Solenna Villas introduces the region’s first on-course villas in one- and two-bedroom layouts, designed with a more intimate feel and elevated service.

While privacy remains paramount, Solenna Vilas’ positioning within Dubai Creek Golf Club offers privileged proximity to one of the region’s most celebrated championship courses. The 18-hole, par-71 layout – recognised by its distinctive sail-shaped clubhouse that appears on UAE currency – hosts the DP World Tour’s Dubai Invitational and attracts international golfers year-round.

Yet May emphasises that Solenna Villas’ appeal extends beyond the active traveller. “We’ve talked a lot about golfers, but it’s not necessarily a golfer that will stay there,” he notes. “There are plenty of people who live on golf courses that don’t play golf, but they like to live in the environment and the lifestyle that golf brings.”

That environment – manicured greens, palm-lined pathways, waterfront positioning – offers a particular form of urban sanctuary. The location provides dual access to both serenity and convenience, positioned less than 15 minutes from Dubai International Airport yet surrounded by greenery and water.

Dubai Creek carries historical significance, described by His Highness Sheikh Mohammed bin Rashid Al Maktoum as “the very heart and soul of Dubai.” Park Hyatt Dubai, built in 2005, has established itself as one of the city’s leading luxury properties. Solenna represents an elevation – residential-scale privacy with five-star service.

Beyond the villas, guests access the resort’s full amenity portfolio: Amara Spa, the adults-only 100-metre infinity lagoon, padel and tennis courts, and diverse dining options including NOÉPE’s Nikkei cuisine, Brasserie du Park with its award-winning Traiteur Brunch, and Boardwalk’s Mediterranean seafood served on a creekside terrace.

“The experience that people want is different than perhaps it would have been five years ago,” May observes. “Solenna Villas is angled towards that change in demand and the different demographics of the people that are coming Dubai to live or to visit.”

The shift reflects broader patterns in luxury travel. Post-pandemic guests increasingly seek accommodations offering extended-stay comfort, genuine privacy, and experiences that feel less transactional – more residence than hotel room.

The project draws inspiration from established on-course villa properties in Australia, New Zealand, South Africa, and Europe, while aiming to match or exceed their standards. “The quality that you get when you stay in a Park Hyatt will be elevated in the Solenna Villas,” May says. “That experience is going to be really top-notch.”

Materials echo the surrounding landscape: stone, wood, water, and light create harmony between built environment and natural setting. A central putting green, framed by the villas, serves as both functional amenity and design centrepiece.

As construction nears completion, the team anticipates strong demand – potentially exceeding the 18-villa inventory. May frames this as “a nice problem” to have, suggesting the intimate scale is intentional rather than provisional.

For guests seeking refuge from Dubai’s urban intensity without sacrificing proximity or service standards, Solenna Villas offers a compelling proposition: a sanctuary within the city, crafted for calm, designed with purpose.

In a strategic move that reflects a shared commitment to supporting homeownership in the UAE, Sobha Realty has announced a new partnership with Abu Dhabi Islamic Bank (ADIB), to offer innovative home finance solutions for off-plan property buyers.

Under this collaboration, UAE residents will be able to access Sharia-compliant home financing facilities upon just 35% construction completion of Sobha off-plan properties. This initiative is designed to make homeownership more accessible by reducing the financial entry barrier for buyers.

For Sobha Realty, known for its ‘Backward Integration’ model and meticulous delivery standards, this financing framework complements its commitment to customer trust. The offering is not just a financial product; it’s a continuation of Sobha’s belief that true luxury lies in assurance, transparency, and attention to every detail, including how a home is financed.

Speaking on the collaboration, Ravi Menon, Chairman of Sobha Group, said:; “At Sobha, we’ve never viewed a home as a transaction. It’s a legacy –built brick by brick, on a foundation of trust. This partnership with ADIB is an extension of that philosophy, offering our off-plan buyers a financing path that’s as thoughtfully constructed as our homes.”

Francis Alfred, Managing Director of Sobha Realty, added: “Today’s buyers seek clarity, credibility, and convenience. Our collaboration with ADIB brings exactly that to the off-plan journey. It’s a progressive step that aligns financial accessibility with the certainty Sobha Realty is known for, ensuring our customers can plan their future with both confidence and ease.”

Amit Malhotra, Global Head of Retail Banking, added;: “We are pleased to collaborate with Sobha Realty, in this initiative. At ADIB, we are consistently looking for innovative ways to serve our customers and align our financial solutions with their evolving lifestyle needs.

This initiative ensures a more accessible and structured route to homeownership, built on the principles of transparency and Sharia compliance.”

Sobha Realty’‘s promise has always been deeper than design or delivery. It’s about reimagining what a home can mean. As the UAE’s property market matures and diversifies, this partnership ensures that buyers are not only investing in real estate but entering into a relationship grounded in expertise, vision, and peace of mind.

Whether it’s the signature finishes, the rigorous quality checks, or now, financing designed with the same degree of intent, Sobha Realty continues to redefine what excellence in real estate truly looks like.