Hospitality

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

Published

4 months ago

January 19, 2026

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.

Hospitality

TRAVEL TRENDS DRIVING THE RISE OF BLENDED STAYS IN THE UAE

Published

6 hours ago

May 4, 2026

Integrator Web-Admin

JS Anand, CEO and Founder, LEVA Hotels

Multi-generational and family travel is becoming a defining trend in the UAE, with 41% of travellers now planning trips with extended family members and actively looking for destinations that balance adventure with relaxation across age groups. At the same time, bleisure travel is gaining momentum as professionals mix work and leisure, often extending trips and choosing flexible short stays.

These shifts are directly contributing to the rise of blended stays across the UAE and wider GCC. What was once described as bleisure or workation is now a common travel pattern, where the boundaries between work, rest, and leisure are increasingly fluid. Travellers are staying longer, choosing lifestyle-led hotels, and expecting spaces that can support multiple needs within a single journey.

This change is closely linked to how work itself has evolved, with hybrid models and greater mobility enabling people to work from almost anywhere. In response, hotels are now viewed as flexible environments that support both productivity and personal time. The UAE is particularly well positioned for this shift, with its strong infrastructure, connectivity, and diverse hospitality offering making extended, blended stays both practical and appealing.

As a result, stay behaviour is changing noticeably. Traditional short business trips are being replaced by longer, more adaptable bookings, with hotels increasingly functioning as multi-purpose living spaces. This trend is influencing design, operations, and pricing strategies, with a stronger emphasis on flexibility and continuity.

Guest expectations have also evolved significantly. Travellers now expect purpose-built work environments within hotels, including co-working areas, meeting pods, and more thoughtful in-room setups that support sustained productivity. At the same time, wellness and lifestyle features like gyms, outdoor spaces, and social areas are now key factors in how people choose where to stay, reflecting a growing focus on balance in travel.

The UAE continues to lead this transformation, supported by a hospitality ecosystem that is closely integrated with retail, business, entertainment, and residential infrastructure. This natural alignment has created the ideal conditions for blended stays to grow and become a long-term feature of the region’s travel landscape.

For developers and investors, this shift is also redefining value creation. Occupancy alone is becoming less indicative of performance, with greater focus placed on a hotel’s ability to support longer stays, adaptable layouts, and multi-functional experiences. Hotels that can seamlessly shift between short-term and extended-stay demand are better positioned for the future of hospitality in the region.

Ultimately, blended stays reflect a deeper structural change in how people approach travel, work, and time away from home. For the UAE and the wider GCC, the opportunity lies in building hospitality experiences that respond to these evolving behaviours and remain aligned with how people choose to live and move today.

Hospitality

STAY DOWNTOWN, SAVE MORE

Published

3 days ago

May 1, 2026

Integrator Web-Admin

Address Downtown, Address Dubai Mall, Address Sky View, Vida Dubai Mall, and Palace Downtown invite guests to a memorable family staycation designed to reconnect, explore, and delight together. Step away from the pace of everyday life and discover Downtown Dubai from a fresh perspective, where families and friends can enjoy quality time, exciting attractions, and the warmth of exceptional hospitality in the heart of the city.

Guests can enjoy:

• Daily breakfast
• Early check-in from 11:00 AM and late check-out till 4:00 PM
• 30% off dining and spa treatments
• Kids Stay and dine free (up to 11 years old)
• Complimentary ticket to one Emaar Entertainment attraction per stay, choose between Dubai Aquarium & Underwater Zoo, Sky Views Observatory with Slide, or Dubai Ice Rink
• Prime location steps away from Dubai Mall and Downtown Dubai attractions

Families can explore, play, and create lasting memories while dining at the hotel’s signature restaurants, such as Thiptara, Ewaan, Solara, and Cetara.

Rediscover Downtown Dubai and embrace a city escape made for connection, fun, and memorable experiences. It’s time to unlock your next moment. Moments continue. Experiences evolve.

Hospitality

UBK AT MÖVENPICK JUMEIRAH LAKES TOWERS RAISES A GLASS FOR DUBAI’S MOST LOYAL COMPANIONS WITH “PAWS & POUR”

Published

4 days ago

April 30, 2026

Integrator Web-Admin

Some things in life stay beautifully constant, and for many Dubai residents, that has been their pets. Through everyday routines, slow days, and everything in between, pet parents have built their lives around their four-legged companions in the most natural, heartwarming way. UBK at Mövenpick Jumeirah Lakes Towers is celebrating that bond with Paws & Pour, a feel-good gesture for guests who stayed in Dubai with their pets during the recent period of regional uncertainty.

Visit UBK, show a photo of you and your pet from the past two months in Dubai, and enjoy a complimentary non-alcoholic drink on the house every Sunday only from 12pm-12am. Just a simple cheer to a not-so-simple bond. Because UBK has always been proudly pet-friendly, especially with Paws & Play running Sunday to Thursday from 12pm to 7pm, where dogs are very much part of the vibe. Plus, guests can enjoy 30% off food and beverages while spending time with their furry plus-ones.

Paws & Pour is UBK doing what it does best, keeping things easy, welcoming, and full of personality. A little toast to loyalty, companionship, and the pets who make every day better just by being in it.