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BRANDED TO BELONG: HOW THE MIDDLE EAST IS SHAPING THE FUTURE OF BRANDED RESIDENCES

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10 months ago

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Professional studio portrait of a woman standing against a dark grey background, wearing a navy blazer over a black top and white trousers, with hands in pockets, photographed for Kerten Hospitality.

By Marloes Knippenberg, CEO Kerten Hospitality

The branded residences market has undergone exponential transformation over the last decade, growing by a staggering 180% globally. Forecasts suggest this momentum will continue, with more than 1,600 schemes expected to be operational by 2030. The Middle East accounts for around 12% of this global supply, with Dubai emerging as the world’s most active branded residence market. The city already hosts over 50 operational schemes and is projected to reach nearly 140 by 2030, positioning itself as a global benchmark for this fast-evolving sector. In Ras Al Khaimah, nearly 40% of all new residential supply by 2029 is expected to be branded, commanding price premiums of over 50% compared to unbranded alternatives.

Key growth drivers fuelling this rise include a surge in demand for secondary and tertiary homes among affluent buyers, the draw of a trusted brand, as well as a growing preference for fully serviced, turnkey properties with rental income potential during periods of non-use. Branded residences meet the evolving needs of a mobile, global clientele, offering flexibility for short‑ or long‑term stays, investment, rental, or resale. As such, branded residences are fast becoming the blueprint for modern, flexible living in the Middle East.

Branded residences lie at the intersection of real estate and hospitality. They represent far more than buildings bearing a brand; they have the potential to become genuine lifestyle destinations. Designed for modern living, they can offer curated experiences that enrich residents’ daily lives. By integrating elements such as food & beverage, retail, entertainment, art, and wellness directly into the development, branded residences can evolve into fully fledged ecosystems. Today’s buyers seek more than just a place to live, they want integrated, experience-rich environments that support how they live, work, connect, and socialise.

At Kerten Hospitality, we’ve always believed that the experience should go beyond the four walls of a hotel or home. This belief finds its strongest expression in our branded residences: bespoke spaces which unite the credibility of a trusted brand with the consistency of hospitality‑grade service and a human-centric purpose anchored in the local community.

The success of lifestyle destinations depends on concepts and experiences that are deeply attuned to the locality and the people who will inhabit them. Lifestyle destinations should be bespoke, community-driven, and operationally agile. When done well, these developments become catalysts for vibrant, self‑sustaining ecosystems with long-term investment value. Crucially, the model offers the flexibility to deliver bespoke solutions at scale, resisting any one‑size‑fits‑all formula and ensuring each project is aligned with local, cultural and consumer trends.

Forming the right partnerships in branded residence development is a precise exercise, demanding an understanding of brand identity, location character, and buyer expectations. Some of the most valuable opportunities now come from collaborations beyond traditional hospitality, bringing fresh perspectives that can shape every aspect of the experience, from design and art to food, fashion, and wellness. Platforms like Lumente illustrate how this can work in practice, linking luxury hotel brands with investors and developers to translate identity into physical spaces, curated lifestyles, and long‑term operational strategies, while enabling brands within fashion, sport, automotive, wellness and design to enter hospitality in an authentic and commercially sustainable way.

The Middle East isn’t following the branded residence trend. It’s defining it. In the years ahead, the projects that stand out will be those who build for place, people, and partnerships.

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Hospitality

Qatar Airways Unveils Onboard Signature Music Created in Partnership with Award-Winning Composer Hans Zimmer

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2 hours ago

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November 7, 2026

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Qatar Airways today unveiled its new onboard signature music, created in partnership with world-renowned composer Hans Zimmer.

Inspired by Qatar and its culture, Qatar Airways’ new onboard music brings a distinctive sound identity to the passenger experience through its collaboration with the iconic composition of Hans Zimmer. The music is also featured on the ‘Burgundy Symphony’ album, a bespoke five-track album that encapsulates the airline’s wider sound identity and signature sound elements.

The collaboration brings together Zimmer’s acclaimed cinematic storytelling and Qatar Airways’ commitment to delivering memorable experiences, creating a recognisable sound that reflects the emotions, moments and memories that define travel.

The launch was celebrated at Hans Zimmer’s highly-anticipated concert in Doha on 6 November, where audiences were given an exclusive first look at the story behind the collaboration through a specially created film on the creative process and inspiration behind Burgundy Symphony, alongside a preview of the music. Qatar Airways passengers can experience the new composition onboard from today.

The Burgundy Symphony album captures the rhythm of travel through five original tracks, each reflecting a different stage of the journey:

Dawn opens the collection with a sense of anticipation and possibility experienced when stepping beyond the daily routine and discovering new horizons.

Dusk reflects the tranquillity of flight as daylight fades and travellers are carried above the clouds beneath a sky illuminated by stars.

The Orchard introduces a restorative pause, inspired by moments of calm and reflection amidst the pace of everyday life. The inspiration for the composition is drawn from the sense of escape offered by the ORCHARD – one of Hamad International Airport’s most distinctive passenger experiences.

Homecoming reflects the quiet gift of returning home and the small but lasting ways travel enriches life. The track encapsulates the adventure continues beyond touchdown, with memories of places and skies keeping moments of wonder alive long after the journey ends.

An Ode to Qatar, concludes the album with a tribute to the nation’s rich heritage and forward-looking vision. The piece brings together a sense of history, culture, and ambition, reflecting a country where tradition and progress exist in harmony.

Following the unveiling, Burgundy Symphony is now available on the Qatar Airways YouTube channel, inviting audiences around the world to experience Hans Zimmer’s original compositions inspired by the journey of travel and the spirit of Qatar Airways.

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Coral Beach Resort Sharjah Wins Sustain Sharjah Award for Second Year Running

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24 hours ago

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November 6, 2026

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Coral Beach Resort Sharjah has won the Sustain Sharjah award for Hotel Properties at the Sharjah International Travel and Tourism Forum 2026, organised by the Sharjah Commerce and Tourism Development Authority (SCTDA). This marks the resort’s second consecutive recognition under the initiative.

The accolade acknowledges the property’s progress at Level 2 of the programme’s Explorers journey, structured around four core pillars: Guest, Experience, Local, and Story. Across each pillar, the resort has prioritised measurable, practical measures that engage guests, support the surrounding community, and ensure transparent sustainability reporting.

Central to this achievement are three primary operational initiatives:

  • Onsite water bottling plant: Replaces single-use plastics with reusable glass bottles, eliminating approximately 300,672 plastic bottles annually.
  • Winnow AI food-waste system: Weighs and monitors kitchen waste in real time, enabling culinary teams to curb excess directly at source.
  • Onsite biodigester: Installed in 2026, making the property the first hotel in Sharjah to process organic waste entirely on site.

Commenting on the achievement, Iftikhar Hamdani, Area General Manager of Coral Beach Resort Sharjah, said: “Securing the Sustain Sharjah award for the second consecutive year is an honour for our entire team. Initiatives such as our water bottling plant, AI-driven waste monitoring, and onsite biodigester reflect our daily operational commitment—one shared with our guests, partners, and the local community. We thank the Sharjah Commerce and Tourism Development Authority for this recognition and for their steady leadership in advancing sustainable tourism across the emirate.”

Coral Beach Resort Sharjah is a signatory to the Glasgow Declaration on Climate Action in Tourism and continues to align its operations with broader international climate targets.

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Qatar Airways Connects Doha to Caracas, Venezuela, and Bogotá, Colombia with First Flight

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24 hours ago

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November 6, 2026

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Qatar Airways has inaugurated its new twice-weekly service connecting Doha with Caracas and Bogotá. The service represents a significant milestone for the airline, as Qatar Airways becomes the first Gulf carrier to serve Venezuela, and the first airline to operate nonstop services from the Middle East to both Bogotá and Caracas. The new route underscores the airline’s commitment to strengthening global connectivity for the region and is operated on Boeing 777-200LR aircraft.

Qatar Airways flights to Caracas (CCS) and Bogotá (BOG)

Qatar Airways’ flight schedule has been designed to provide smooth onward connections through Hamad International Airport to key markets including Australia, China, Japan, Lebanon, South Korea, and the United Arab Emirates. This offers passengers greater flexibility and seamless transfer options across Qatar Airways’ global network of over 170 destinations.

Departing every Wednesday and Sunday:

Doha (DOH) to Bogotá (BOG) – Flight QR783: Departure 07:35; Arrival 16:25

Bogotá (BOG) to Caracas (CCS) – Flight QR783: Departure 17:55; Arrival 21:00

Caracas (CCS) to Doha (DOH) – Flight QR783: Departure 23:30; Arrival 20:35

The addition of Caracas and Bogotá marks the 16th and 17th destinations in the Americas served by Qatar Airways. The airline began serving South America in 2010 with its inaugural flight to Brazil’s São Paulo.

The airline has recently expanded its partnership with LATAM to include LATAM Airlines Colombia, offering travellers greater access to the region. Qatar Airways will place its code on LATAM-operated flights between Bogotá and key domestic destinations including Cartagena, Armenia, Barranquilla, Bucaramanga, Cali, Cúcuta, Ibagué, Leticia, Medellín, Montería, Neiva, Pereira, Pasto, Riohacha, San Andrés Island, Santa Marta, and Yopal.

Qatar Airways continues to strengthen global connectivity, serving more than 170 destinations this winter. Bookings can be made at qatarairways.com or through the airline’s mobile app.

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