Hospitality
BRANDED TO BELONG: HOW THE MIDDLE EAST IS SHAPING THE FUTURE OF BRANDED RESIDENCES
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
BAB EL BAHR COMBINES FLAVOR AND FUN FOR THE ULTIMATE SUHOOR THIS RAMADAN
This Ramadan, Bab El Bahr by Al Hallab invites guests to embrace the spirit of tradition, flavor, and togetherness with its authentic and indulgent Suhoor experience. Set against the vibrant backdrop of Mohammed Bin Rashid Boulevard, the restaurant offers a thoughtfully curated a la carte Suhoor menu designed to celebrate the pre-dawn meal in style, comfort, and warmth.
From classic Levantine favorites to contemporary twists, Bab El Bahr’s Suhoor menu caters to every palate. Guests can start with cheese selections such as Shilal, Kashkaval, and Baladiyeh, paired with grilled halloumi or eggs cooked to order, whether sunny side up, scrambled, or as an omelette. Traditional dishes like shakshuka, egg with soujouk, and egg with awarma add hearty, flavorful options for those looking for a protein-packed start to the day.
For those seeking authentic Levantine flavors, Bab El Bahr also serves foul medammas, balila, labneh, goat labneh with walnuts, makdous, and hummus-based dishes, including classic fatteh hummus and fatteh hummus bil lahme. The à la carte menu further highlights mini manakeesh (zaatar, cheese) and kaake traboulsieh (Akawi cheese or smoked turkey & kashkaval).
No Suhoor is complete without something sweet. Bab El Bahr offers jam and butter selections, ashta with honey, Nutella flatbread with bananas and toasted hazelnuts, cheese kunafa, fried katayef, Um Ali, and a seasonal fruit platter, ensuring a perfect balance of flavors to satisfy every craving.
To elevate the communal spirit, the restaurant provides backgammon boards, Jakaru boards, and playing cards, allowing guests to enjoy lighthearted games and connect with family and friends while savoring the pre-dawn meal.
Bab El Bahr’s Suhoor experience combines culinary authenticity, elegant presentation, and a welcoming atmosphere, making it an ideal destination for both traditional family gatherings and casual nights with friends during Ramadan.
Hospitality
COUNTER CULTURE CAFÉ INTRODUCES LIMITLESS COFFEE OFFER
Counter Culture Café at Dubai Marriott Harbour Hotel & Suites invites coffee enthusiasts and remote workers to experience its new Limitless Coffee offer, available daily from 10:00 AM onwards
Perfect for those looking for a productive workday or an extended stay in a cozy setting, the offer is priced at AED 32 and includes unlimited coffee and tea selections, plus an exclusive 25% discount on food when opting for the Limitless Coffee package.
Guests can enjoy a wide range of hot and iced beverages, including Espresso, Americano, Latte, Cappuccino, Flat White, Mocha, Frappuccino, Hot Chocolate, and the full selection of Tchaba teas and iced teas, all served in the café’s relaxed and contemporary environment.
For those who enjoy the outdoors, terrace seating is available, and pets are welcome, making it the perfect spot for guests who want to bring their furry friends along.
Located within Dubai Marriott Harbour Hotel & Suites, Counter Culture Café offers a welcoming space ideal for remote working, casual meetings, leisurely coffee breaks, or simply relaxing in the heart of Dubai Marina.
Hospitality
BESH TURKISH KITCHEN UNVEILS “FLAVORS FROM THE SILK ROAD” RAMADAN IFTAR INSPIRED BY TURKEY, THE MIDDLE EAST AND BEYOND
This Ramadan, Besh Turkish Kitchen invites guests on a culinary journey along the Silk Road to savor the rich flavours of Turkey, the Middle East, and Asia. Available daily throughout the holy month, the “Flavors from the Silk Road” Ramadan Iftar is served buffet-style with rotating menus, offering something new throughout the holy month. Perfect for repeat visits with family and friends.
The spread begins with dates and water, followed by a selection of cold mezze and salads, including hummus, moutabal, fattoush, tabbouleh, warak enab and kisir, alongside marinated vegetables and regional cheeses. Hot dishes feature Arabic lentil soup, meat kibbeh, freshly baked Turkish pide and lahmacun, shawarma made to order, and a rotating selection of grilled kebabs. Main courses span multiple cuisines with highlights including lamb ouzi at the carving station, Adana kebab, butter chicken, chicken biryani, seafood tagines, fish sayadieh, as well as beef stroganoff, mac & cheese, fried rice and vegetable noodles, plus plenty of vegetarian options.
Desserts are equally generous, featuring kunafa, baklava, Umm Ali, Turkish delight and sütlaç, alongside Arabic pastries, international cakes, and traditional Indian sweets.
Set within Besh’s warm, Anatolian-inspired interiors on the 5th floor of Sheraton Mall of the Emirates, the Iftar offers a relaxed and welcoming setting to gather, share, and celebrate after sunset.
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