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WHY HOTELS ARE BETTING ON PREMIUM BEEF AS A BRAND DIFFERENTIATOR IN 2026

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A man wearing a dark pinstripe suit, white shirt and navy tie standing for a professional portrait next to a sliced herb‑crusted rack of lamb served on a cutting board with a wooden‑handled knife.

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.

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    Hospitality

    voco Bonnington Dubai Targets UAE Staycation Seekers with Flexible 36-Hour Hotel Experience

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    No Plans, No Problem: voco Bonnington Dubai Makes the Last-Minute Escape Easy

    Voco Bonnington Dubai is proving that a proper break doesn’t need weeks of planning, a packed itinerary or even a flight. Tucked into Jumeirah Lake Towers, the hotel is positioning itself as the escape that’s ready whenever guests are, whether that’s a spur-of-the-moment staycation or an easy Friday night out.

    At the centre of the offer is a new 36-hour staycation, designed for anyone who wants more than a rushed overnight stay without the effort of organising one. Guests check in from 9am and check out at 9pm the following day, unlocking a full day and a half at the hotel for the price of one night, with breakfast included on both mornings and children staying free with complimentary kids’ menu meals throughout. It’s a format built for whatever the moment calls for: a long lie-in, an afternoon by the pool, or simply a comfortable space to work from before heading back into the city. The offer is bookable for stays until 6 September 2026, part of a wider IHG Hotels & Resorts initiative across more than 190 properties in the Middle East, Africa, India and South Asia.

    For guests looking for something shorter and closer to home, Author’s Lounge offers its own no-planning-required escape with Friday Plot Twist, a weekly evening offer running every Friday from 6pm to 10pm. For AED 99, guests can enjoy three drinks and their choice of bites in the lounge’s stylish surroundings, an easy way to unwind after the week without needing to book ahead or go far.

    Location adds to the ease. voco Bonnington Dubai sits minutes from DMCC Metro, Dubai Marina and JBR, giving guests quick access to the beach, marina walk and the city’s business districts, while the hotel itself, complete with pool, gym and food and beverage outlets, offers enough to make staying in just as tempting. Whether it’s a full staycation or a Friday evening out, the hotel is there to be dropped into, no advance planning necessary.

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    Hospitality

    A Waterfront Retreat Shaped by Abu Dhabi

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    by Twinkle Aswani

    In a destination defined by a distinctive blend of heritage, modernity and waterfront living, Al Raha Beach Resort & Spa presents a resort experience built around space, leisure and a strong sense of place. Located along the Abu Dhabi coastline, the property brings together accommodation, dining, wellness and recreation within an expansive setting designed for both relaxation and discovery.

    The resort’s connection to the waterfront is central to its character. The sea has long been an integral part of Abu Dhabi’s identity, shaping the emirate’s communities, trade and cultural heritage, and the coastal setting at Al Raha provides a contemporary interpretation of that relationship. Open spaces, landscaped surroundings and views towards the water create an environment that contrasts naturally with the pace of the city.

    Accommodation is designed to complement this resort setting, with a range of suites offering generous proportions, comfortable interiors and spaces suited to longer, more relaxed stays. The Gulf Junior Suite is among the options, combining additional space with a residential sense of comfort while maintaining the connection to the wider resort environment. Across the accommodation offering, the emphasis remains on privacy, convenience and creating a comfortable base between time spent exploring the property’s leisure and dining facilities.

    Dining forms an important part of the resort’s offering, with different restaurants providing distinct culinary experiences. Sevilla Restaurant operates as the all-day dining destination, offering an extensive selection across breakfast, lunch and dinner. Its varied approach allows the restaurant to accommodate different tastes and dining occasions, while its relaxed atmosphere complements the resort’s informal daytime character.

    Their restaurants are diverse such as Azur Restaurant provides a contrasting culinary setting, introducing a more intimate and refined dining experience. The distinction between Sevilla and Azur gives the resort’s dining programme greater variety, allowing guests to move between an expansive all-day dining concept and a more focused restaurant experience.

    Together, the culinary venues reflect the broader evolution of Abu Dhabi’s hospitality landscape, where international dining concepts increasingly coexist with the flavours, traditions and hospitality values of the Emirates. The result is a dining offering that caters to an international resort audience while remaining part of the destination’s wider culinary identity.

    Wellness adds another dimension to the property. The spa provides a dedicated environment for relaxation and rejuvenation, incorporating treatments that draw on established wellness traditions. Their spa such as Moroccan Bath particularly rooted in ritual, bringing together Moroccan black soap, steam, traditional exfoliation, purifying clay and nourishing hair treatments within one treatment sequence. The experience reflects the enduring appeal of traditional bathing rituals, where cleansing, warmth and relaxation form part of a wider approach to wellbeing. Complemented by a tranquil setting and considered finishing touches, including Peach Beauty White Tea and dates served beside the pool, extending the sense of calm beyond the treatment room.

    Leisure remains central to the resort concept. Swimming pools, beachfront spaces and the waterfront environment provide multiple settings for relaxation, while the property’s scale allows different experiences to coexist without feeling confined to a single area. The combination creates a resort environment suited to families, couples and travellers seeking a more leisurely Abu Dhabi escape.

    There is also a clear connection between the property’s hospitality approach and the broader traditions of Emirati welcome. Generosity, comfort and an emphasis on making guests feel at ease remain important characteristics of hospitality across the region, and these values are reflected through the resort’s combination of spacious surroundings, varied facilities and attentive service.

    What distinguishes Al Raha Beach Resort & Spa is ultimately the breadth of the experience. Accommodation, dining, wellness, pools, beach and waterfront surroundings come together within one property, allowing the resort to function as a destination in itself rather than simply a base for exploring Abu Dhabi.

    It represents a form of contemporary resort hospitality that balances international expectations with the character of its location, offering the comforts and variety of a modern luxury resort while remaining closely connected to Abu Dhabi’s coastal setting and cultural identity.

    In a city celebrated for its remarkable pace of development, Al Raha Beach Resort & Spa offers a different perspective on Abu Dhabi, one shaped by the water, defined by space and centred on the enduring luxury of slowing down.

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    Hospitality

    Celebrating Indonesia’s Independence Through Flavour, Identity and Tradition

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    Sylvana Sari, Co- Founder and Managing Partner of Bobi Bowl

    Where they want to know how Indonesian Independence Day is celebrated?

    Independence Day for us is a celebration of being Indonesian. Food is one of the easiest ways to bring that feeling with you, wherever you are.

    At Bobi Bowl, we don’t create a special Independence Day menu, because we celebrate Indonesian food every day. Every dish we serve is already a celebration of Indonesia — from our rendang and empal gepuk to nasi goreng, satay and soto. These are dishes that carry memories, culture and a sense of home.

    On Independence Day, we simply wanted to share that celebration with everyone. So instead of creating a special menu, we’re giving our guests Klepon Merah Putih as a small gesture of sharing, which is such an important part of Indonesian culture.

    What Independence Means for Indonesia’s Hospitality Industry?

    I think independence in Indonesian hospitality industry is about having the confidence to say:

    This is who we are, this is what we eat, this is what we celebrate, this is our culture — and we proudly share it to the world. How Indonesia’s hospitality sector has evolved from being destination-led to becoming a globally competitive, locally rooted industry?

    Indonesia is no longer just the place people travel to for hospitality experiences; Indonesian identity itself is becoming something that can be exported.

    Indonesian cuisine, design, wellness, craftsmanship and service culture are increasingly travelling beyond the country’s borders. Restaurants, chefs, hotels and lifestyle brands are introducing Indonesian experiences to international audiences.

    How Indonesian hospitality brands are gaining international recognition?

    International recognition doesn’t mean making Indonesian hospitality look international. It means making Indonesian hospitality understandable internationally. One of the simplest sign that we have been geining international recognition is when people who are not Indonesian actively choose Indonesian food and hospitality.

    For us at Bobi Bowl, we see that every day in Dubai. Our customers aren’t only Indonesians looking for a taste of home. We have people from different nationalities who come in, discover Indonesian food, come back with their friends, recommend dishes to others, and gradually become familiar with flavours they may never have experienced before.

    The importance of Indonesian identity in luxury hospitality?

    I think we sometimes define luxury too much by price. Luxury hospitality doesn’t mean that it has to be expensive or in a 5-star hotel. For me, luxury is also about rarity, authenticity and emotional value. Something that is ordinary in Indonesia can become a luxury when you experience it abroad. For Indonesians living abroad, having food that genuinely tastes like home can feel like a luxury. At the same time, for someone who has never experienced Indonesian food, that same dish can be their first introduction to our culture.

    How local talent, suppliers and operators are shaping the industry?

    We don’t expect people to already understand Indonesian food. Part of our role is to make it approachable — while still keeping the Indonesian character of the food.

    Local talent and operators are important because they are the ones who actually bring Indonesian hospitality to life. Indonesian hospitality is not just about the food itself. It is about the people who understand the food, the culture and the way we want people to experience it.

    At Bobi Bowl, for example, Chef Bobby brings his knowledge of Indonesian cooking, but operating in Dubai means we also have to work with what is available here. We source locally where we can, find ways to get the ingredients we need, and sometimes adapt without compromising the character of the dish.

    What “Made in Indonesia” means in modern hospitality?

    “Made in Indonesia” doesn’t necessarily mean physically produced in Indonesia. Sometimes it means carrying something Indonesian with you and sharing it wherever you are. We are Indonesian. We live and work abroad. We bring a little bit of Indonesia with us, and we share it.

    Culture naturally evolves when it travels. We can modernise a dish, present it differently or introduce it to a new audience while keeping its Indonesian character, that is what we are doing at Bobi Bowl.

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