Hospitality
WHY HOTELS ARE BETTING ON PREMIUM BEEF AS A BRAND DIFFERENTIATOR IN 2026
Exclusive interview with Darren Watson, Regional Manager, Europe, Middle East & Africa, Meat & Livestock Australia.
Premium beef is no longer limited to white-tablecloth dining. How are hotels today integrating premium beef sourcing across different F&B formats, from luxury restaurants to all-day dining and casual concepts, without compromising margins?
Hotels are no longer sourcing beef purely on price. Instead, they are prioritising consistency, yield and eating quality across all F&B formats, from signature restaurants to all-day dining and casual outlets.
Premium beef is now being used far beyond fine dining, particularly in burgers, grills and sharing concepts, where guests are willing to pay for quality. Grain-fed and Wagyu beef are increasingly appearing in casual formats because they deliver flavour and reliability without adding complexity in the kitchen.
Australian beef allows hotels to manage margins by using a wider range of cuts, including secondary cuts and smaller portions, while still delivering a premium experience. Consistent eating quality, traceability and provenance give chefs confidence that the product will perform across multiple outlets, helping hotels balance quality, creativity and commercial returns.
You lead Meat & Livestock Australia across multiple regions and verticals. What drew you to this industry in the first place, and what keeps you motivated to drive premium Aussie Beef and Lamb adoption in the UAE and MENA region?
I joined MLA in 2025 with over 25 years’ senior executive experience in global business, specialising in the international marketing and business development of Australian agricultural products across the Middle East, Africa and the Subcontinent, supported by extensive cross cultural leadership experience.
What attracted me to this role and what continues to drive me is the immense opportunity I see here for Australia’s high quality, consistent, and sustainably produced Aussie Beef and Lamb. Over the past five years Australia’s red meat export volume growth has been faster to the MENA region than the rest of the global markets combined (10% vs 7%) and value growth has been more than double to the MENA region (14% vs 6%), which speaks to its reputation not only in the MENA region but around the world.
Consumers are looking for responsibly farmed, high quality meat, and Aussie Beef and Lamb is leading the way in meeting those expectations.
Chefs are increasingly shaping purchasing decisions rather than simply executing them. How are fine-dining concepts and chef-led menus influencing demand for higher-grade beef cuts across the region?
Chefs are now central to purchasing decisions, driving demand for premium cuts, consistent eating quality, and trusted provenance. They want confidence in where the beef and lamb they buy comes from and how it’s produced, and that it’s going to meet their customers’ expectations, every time.
Australia’s grain-feeding programs are carefully designed to support each animal reach their quality potential, delivering that signature rich and deep flavour that high marbling, premium beef is known for. Combined with Australia’s ideal environment, strong biosecurity measures, and rigorous processing standards, you get a consistently premium product that can be supplied 12 months of the year to the highest global standards.
Additionally, Australia is home to the second largest Wagyu herd in the world behind Japan and is the largest exporter of Wagyu beef. Combining traditional Japanese Wagyu bloodlines with innovative and sustainable farming techniques, Aussie Wagyu delivers exceptional marbling and flavour all year-round.
Innovation is a major focus for Meat & Livestock Australia at Gulfood 2026, with five pioneering brands showcasing next-generation solutions. How important is innovation, from oxygen-elimination packaging delivering chilled shelf life beyond 120 days to supply-chain efficiencies in futureproofing the red meat industry for hospitality?
Innovation is critical. Advances in packaging shelf life and cold chain efficiency are transforming how Aussie Beef and Lamb is stored, shipped and utilised, reducing waste, improving consistency and giving hospitality operators greater flexibility without compromising quality. Innovation supports premium positioning, rather than replacing product quality.

Australian beef exports to the region are seeing average unit values grow nearly twice as fast as the global average, signalling that buyers are paying more for quality, marbling, and consistency. How have chef and buyer expectations evolved over the past few years, and what does this mean for suppliers?
Buyers are far more informed and discerning than they were even a few years ago. With growing affluence among the MENA region households, and continued strong growth forecast to 2030, particularly in Saudi Arabia and the UAE (US $50,0000 + annual household disposable income), they’re paying for reliability, eating quality, and brand trust.
With its world class traceability and eating quality grading systems, premium Australian grainfed beef delivers this trust from farm to fork, every animal is tracked, ensuring top tier food safety and transparency.
Sustainability credentials and provenance are an increasingly part of supplier selection and brand storytelling, not a “nice to have”.
What’s one thing you want hospitality leaders in the UAE to understand about premium beef in 2026 that they might not be thinking about yet?
Premium beef is no longer just a luxury ingredient; it’s a brand and experience differentiator. Those who integrate it into their broader food story, will see the strongest returns. As a brand, Aussie Beef & Lamb logos now have high awareness and strong associations with quality, safety and trust. Australian red meat is widely viewed as the “most superior” among imports by affluent MENA region consumers.
Looking ahead, what should hotel groups and F&B leaders be paying closer attention to when it comes to premium beef sourcing in the next three to five years?
Over the next three to five years, premium beef sourcing will be less about individual cuts and last-minute substitutions, and more about long-term, reliable partnerships that deliver consistency, flexibility, and eating quality across multiple dining formats.
In 2026, some 128m tourists are expected to arrive in the region and spend around US$ 151.3bn. An additional 27m tourists are forecast between 2025-2030 with Saudi Arabia, UAE and Egypt leading the growth. An additional 560 new hotels (and associated dining venues) are forecast to be built over the same period, boosting food and red meat consumption.
Visitors to the UAE are more informed and adventurous diners; they expect high quality and menus designed for international tastes. Aussie Beef and Lamb are a trusted choice across all international cuisines from fine dining, to casual and all-day menus. As expectations around sustainability, transparency, and supply-chain reliability continue to rise, operators will increasingly favour suppliers that can support menu engineering, yield optimisation, and storytelling.
Hospitality
ABU DHABI HOSPITALITY ACADEMY – LES ROCHES HIGHLIGHTS KEY INDUSTRY TAKEAWAYS

Abu Dhabi Hospitality Academy – Les Roches (ADHA-LR), rooted in Emirati hospitality and shaped by Swiss education excellence, has highlighted key insights emerging from the third edition of the Future Leaders Challenge, held from 9 to 12 February 2026. Over 100 students from prestigious institutions worldwide, including four students from the Academy, tackled real-world challenges impacting the hospitality and tourism landscape.
Themed, ‘Community over Competition,’ the Future Leaders Challenge 2026 provided participating students with a platform to interact with educators and industry leaders, gaining valuable real-world insights into the regional hospitality and tourism sectors. The three-day challenge highlighted key learnings, including leveraging technology that empowers teams and aligning operational excellence with long-term sustainability goals. Furthermore, the FLC Advisory Board sessions during the finals highlighted the critical need for stronger industry academia integration, and future-ready leadership development, reinforcing the sector’s commitment to innovation, sustainability and long-term resilience. The finals also brought together hospitality and tourism education leaders from across the Middle East and Africa, creating a platform for strategic dialogue on curriculum relevance, workforce alignment, and industry–public sector priorities in preparing the next generation of talent.
Alhosani and three of his peers from Abu Dhabi Hospitality Academy – Les Roches participated in the innovative challenge, collaborating in teams with students from across the world to develop actionable solutions to current issues impacting the landscape, such as industry attractiveness, growth, sustainability, innovation and more.
The 2026 Future Leaders Challenge invited students from across the Middle East & Africa to tackle a key industry question: ‘How can the hospitality, tourism, and events sector design future-ready experiences for guests and employees that combine authenticity, inclusivity, and innovation?’ Participants were asked to propose prototypes such as guest journeys, employee programs, service models, or digital-human concepts demonstrating how the sector can remain attractive, competitive, and globally impactful.
Alhosani and his group stood out among 18 competing teams, securing third place for their NSX Platform concept – a forward-thinking model that leverages neuroscience and AI to help hospitality professionals respond to emotional cues. By shifting the focus from scripted service to a deeper understanding of how guests think and feel, the model equips employees with the tools and knowledge to lead with empathy and create more personalized guest experiences.
Reflecting on this win at the Future Leaders Challenge 2026, Professor Scott Richardson, Academic Dean at Abu Dhabi Hospitality Academy – Les Roches, says: “We are incredibly proud of Mansoor’s success at the Future Leaders Challenge. It is a testament to how our students are prepared to think creatively, work collaboratively, and navigate the complexities of this industry, while staying true to the values and authenticity of Emirati hospitality. It is a privilege to guide them on this journey and see their talent recognised on a global stage.”
The Academy’s performance at this year’s event reflects its commitment to developing leaders who have a culturally grounded yet globally informed perspective for every touchpoint of the guest and employee experience. By delivering transformative education that blends Swiss academic standards with real-world industry exposure, Abu Dhabi Hospitality Academy – Les Roches prepares students to tackle the fast-paced hospitality landscape in the UAE and beyond.
Abu Dhabi Hospitality Academy – Les Roches continues to lead the way in shaping the future of hospitality careers and advancing the UAE’s Tourism 2030 strategy to be a global hub for innovation and sustainable hospitality leadership. By empowering young talent with future-ready skills and knowledge, the Academy ensures the region’s evolving challenges are met with resilience, cultural integrity, and an innovative mindset.
The judging panel this year was made up of a talented line up of industry thought leaders, part of the Advisory Board of the Future Leaders Challenge. These included Khalid AlAwar, Director – Stakeholders and Government Relations Dubai Economy and Tourism, Eddy Tannous, COO of Rotana Hotel Management Corporation, Colin Abercrombie, Strategy Director at NEOM Hotel Division, Tim Cordon, COO Middle East & Africa & APAC, Radisson Hotels, Mahir Abdulkarim Julfar, Executive Vice President, Dubai World Trade Center, Mark Kirby, President, One&Only Resorts, Judi Nwokedi, Chair Gauteng Tourism Authority, South Africa, Jonathan Sheard, SVP Operations Middle East, Africa and Türkiye, Accor Hotels, Marie-Louise Ek, VP HR Middle East & Africa, Hilton, Hubery Ummels, Founder and Owner, GameChangers and Future Leaders Platform, Nuno Filipe Ribeiro, Executive Director – Commercial Affairs & Investments.
Hospitality
EMBRACE THE SPIRIT OF RAMADAN WITH A CURATED IFTAR AND SUHOOR STAY AT MILLENNIUM LAKEVIEW HOTEL

This Ramadan, Millennium Lakeview Hotel, invites guests to indulge in a Ramadan experience that brings together timeless luxury and approachable sophistication, where every detail is curated for comfort, connection, and elevated dining.
For a surreal and memorable Iftar experience, embrace the spirit of togetherness at Lakehouse Bistro, a relaxed, lake-facing dining destination overlooking the gorgeous waterfront. As the sun sets, guests can embrace the magic of Iftar with their loved ones against a stunning sunset backdrop in a serene, open-air setting. The poolside Iftar’s outdoor seating arrangements are carefully designed to immerse guests in Arabian heritage, offering a diverse array of options.
Indulge in Middle Eastern and international iftar dishes, including non-vegetarian and vegetarian options, and a variety of desserts daily from sunset, starting 18th February.
The specially curated Iftar menu brings together exquisite Arabic classics and distinctive Ramadan flavours. Begin your fast-breaking ritual with traditional refreshments such as Tamr Hindi, Qamar Al Din, and Karkade, followed by a generous selection of fresh and oriental salads. Guests can then indulge in live culinary stations, including a Mixed Grill featuring Shish Touk and Lamb Kofta, a carving station with traditional Ozi, and a fried mezze counter serving meat kibbeh, fatayer, and potato tajine. The main course selection further delights with Kebabs Halla, grilled beef steak, Fish Harra, and aromatic Chicken Biryani.
Celebrate the spirit of the Holy Month with Millennium’s HALA RAMADAN STAY OFFER, thoughtfully curated for a comfortable and meaningful Ramadan experience. Guests can enjoy 10% off the Best Available Rate along with specially prepared Iftar and Suhoor during their stay, combining convenience, warmth, and value.
The package includes a Suhoor set menu served in-room before fasting time and Iftar served just after sunset, ensuring a seamless and restful experience throughout the month. Available for bookings from 27 January to 18 March 2026 and valid for stays from 17 February to 18 March 2026, this limited-time offer invites guests to make their Ramadan truly special with attentive hospitality and comforting touches. Use the promo code HALARAMADAN when booking.
Rooted in the spirit of a four-star urban business hotel, Millennium Lakeview Hotel reflects a brand promise that is convenient, efficient, and enjoyable, chic and affordable, yet modern and service-driven. With diverse cuisines and tastes available across its dining venues, the hotel’s Food & Beverage specialists carefully tailor offerings to local preferences and seasonal experiences such as Ramadan.
This Ramadan, Lakehouse Bistro welcomes guests to gather, reflect, and celebrate over a soulful Iftar in a setting that blends serenity, flavor, and heartfelt hospitality.
Hospitality
VOCO BONNINGTON BRINGS BLIND DATE WITH A BOOK, A CAFÉ LED EXPERIENCE WITH A SURPRISE READ


The Authors’ Lounge at voco Bonnington JLT introduces its Blind Date with a Book, a book themed lounge experience built around reading and café style indulgence. The package is priced at AED 69 and includes one beverage, including tea or coffee, one dessert, and a surprise wrapped book.
Created for readers and café goers alike, the Blind Date with a Book offer combines the comfort of a quiet lounge setting with the pleasure of discovering a new title. Guests receive a wrapped book selected as a surprise, paired with a coffee and dessert from the lounge menu, encouraging slow moments and relaxed reading.
With its library inspired interiors, comfortable seating, and quiet atmosphere, Authors’ Lounge provides a natural backdrop for book led experiences. The space supports relaxed visits within an upscale lounge environment.
Authors’ Lounge remains a steady favourite for those who value calm spaces and thoughtful dining. In line with voco Bonnington JLT’s approach to warm hospitality and quality dining, the lounge focuses on attentive service and an inviting environment that appeals to both hotel guests and the wider JLT community.
What to expect
- One freshly brewed coffee of your choice along with a dessert from the lounge selection
- One surprise wrapped book to unwrap and keep
- Quiet, comfortable lounge seating suited for relaxed solo visits or slow catch ups
VOCO Bonnington Launches Charming Blind Date Books
Discover VOCO Bonnington’s new Blind Date With a Book experience for guests.
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