Hospitality

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

Published

5 months ago

January 26, 2026

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.

Hospitality

THE COVE ROTANA RESORT RAS AL KHAIMAH APPOINTS AZMI SHALABY AS GENERAL MANAGER

Published

1 week ago

June 5, 2026

Integrator Web-Admin

The Cove Rotana Resort Ras Al Khaimah is proud to announce the appointment of Mr Azmi Shalaby as the new General Manager of the five-star property.

Set along a private stretch of coastline between rolling hills, lagoons, and lush landscaped gardens, the resort continues to strengthen its position as one of the emirate’s leading leisure destinations with the appointment of Shalaby as General Manager. Under his leadership, the property will focus on further elevating the guest journey, refining the resort in line with Rotana brand standards, strengthening commercial growth, and introducing new activations across the destination.

In his new role, Shalaby will oversee all aspects of the resort’s operations, supporting the continued evolution of the property while reinforcing Rotana’s commitment to delivering exceptional hospitality experiences across the region.

Commenting on his appointment, Shalaby said: “I am pleased to join The Cove Rotana Resort Ras Al Khaimah at such an exciting stage in its journey. The resort already holds a distinctive position within the region’s hospitality landscape, and I look forward to working closely with the team to further enhance the guest experience, build on the property’s strong reputation, and continue creating memorable stays shaped by genuine hospitality and operational excellence.”

Bringing with him nearly 30 years of hospitality experience, Shalaby joins the resort following an accomplished career across internationally recognised hospitality brands. Having started his journey in the industry in 1996, he previously held leadership roles with InterContinental Hotels Group before joining Rotana in 2008 at Grand Rotana Resort & Spa.

Over the course of 18 successful years with Grand Rotana Resort & Spa, Shalaby played a key role in driving operational excellence, guest satisfaction, and commercial performance, while contributing to several notable industry achievements and awards. His extensive experience in resort operations, team leadership, and strategic planning positions him strongly to lead the next chapter of the resort’s journey.

Hospitality

GAULT&MILLAU SAUDI ARABIA LAUNCHES FIRST EDITION, HONORING ALMOST 250 RESTAURANTS ACROSS THE KINGDOM

Published

2 weeks ago

June 3, 2026

Integrator Web-Admin

The first edition of the Gault&Millau Saudi Arabia Gala took place on June 2, 2026, at Radisson Manhal – Riyadh, marking a major milestone for the Kingdom’s rapidly evolving culinary and hospitality sectors. In the presence of ambassadors and official representatives, the gala and awards ceremony brought together chefs, restaurants, hospitality professionals, journalists, influencers and partners to highlight culinary excellence and honor the talents shaping the future of Saudi gastronomy.

Held in collaboration with the Saudi Culinary Arts Commission, under the Ministry of Culture, with the support of HSME, the event marks the official launch of Gault&Millau Saudi Arabia and reaffirmed the standing of the prestigious Yellow Guide as a trusted benchmark for culinary quality, creativity and excellence in the Kingdom.

A major highlight of the evening was the unveiling and distribution of the official Gault&Millau Saudi Arabia Guide. Featuring a carefully curated selection of almost 250 restaurants across five of the Kingdom’s major cities — Riyadh, Jeddah, AlUla, Abha and Dammam — the guide sets a new national benchmark for culinary quality and creativity, positioning Saudi Arabia firmly on the global gastronomic stage. Through this national selection, the guide aims to uncover hidden gems, showcase regional diversity and highlight Saudi Arabia’s distinctive flavors, traditions and innovations. The guide also shines a spotlight on the remarkable achievements of women restaurateurs and chefs, whose leadership continues to shape and elevate Saudi Arabia’s dining scene.

Each selected restaurant receives an official Gault&Millau plaque, reflecting its inclusion in the national guide and acknowledging its contribution to the growth and visibility of the Kingdom’s dynamic F&B industry.

The evening also honored exceptional culinary and hospitality talent through five special trophies, three of which were presented to brilliant women in the industry:

Chef of the Year: Wed Saleh
Pastry Chef of the Year: Hachem Taleb
General Manager of the Year: Sara Katanani
Emerging Chef of the Year: Elia Kaadi
Young Talent of the Year: Nihal Felemban

A special Inspiring Leadership Award was presented to Mayada Badr, CEO of the Culinary Arts Commission, for empowering the industry and for her valuable work and vision

Patrick Hayoun, CEO of Gault&Millau France and International, said: “The launch of Gault&Millau Saudi Arabia represents an important step in our international journey and reflects the remarkable momentum of the Kingdom’s culinary scene. Through this first edition, we are proud to highlight almost 250 restaurants and recognize the chefs, teams and talents shaping a distinctive Saudi gastronomic identity. Gault&Millau’s mission has always been to discover, support and promote culinary excellence, and Saudi Arabia offers an extraordinary landscape of creativity, ambition and authenticity.”

Mayada Badr, CEO of the Saudi Culinary Arts Commission, added: “The launch of the first Gault&Millau Saudi Arabia Gala reflects the growing maturity, creativity and diversity of the Kingdom’s culinary sector. At the Culinary Arts Commission, we are committed to preserving Saudi culinary heritage while empowering chefs, restaurants and hospitality professionals to innovate and reach new levels of excellence. This platform contributes to strengthening the visibility of Saudi gastronomy locally and internationally while supporting the Kingdom’s broader cultural transformation.”

Joumana Dammous Salame, managing director of HSME, commented: “We are proud to support the launch of Gault&Millau Saudi Arabia in collaboration with Gault&Millau and the Saudi Culinary Arts Commission. This first edition is an important moment for the Kingdom’s culinary scene, bringing together restaurants, chefs, journalists, influencers and partners around one shared ambition: to celebrate excellence, encourage innovation and give Saudi gastronomy the recognition it deserves on both the regional and international stage.”

Beyond recognition, the gala provided a platform for connection and collaboration, fostering dialogue, visibility and new opportunities for Saudi culinary talent within the region and beyond.

The Gault&Millau Saudi Arabia platform is built around three primary components:

Printed Guide: The Gault&Millau Saudi Arabia Guide will serve as a key resource for exploring the Kingdom’s culinary scene. The edition includes expert reviews of top restaurants, chef profiles and signature recipes. It also features city- and region-based highlights, along with toque ratings from 1 to 5, covering a wide range of price points and making the guide accessible and inclusive for all readers.

Digital Platform: The Gault&Millau Saudi Arabia website, part of the international platform, will offer an engaging digital experience with updated restaurant reviews, practical details and direct links, providing greater visibility for local establishments.

Annual Gala: The Gault&Millau Saudi Arabia Gala is designed as an annual cornerstone gathering, offering networking opportunities for chefs, journalists, influencers and partners while showcasing Saudi culinary excellence to both national and international guests. Honoring the country’s top culinary talents, the event will feature an awards ceremony with Gault&Millau plaques and trophies.Through this collaboration, Gault&Millau and the Saudi Culinary Arts Commission aim to elevate local culinary talent, create new industry standards and promote international connections that will help shape the future of Saudi Arabia’s culinary landscape. Further editions are planned, with new cities set to join the prestigious listing

Editor’ note: Attached list of

restaurants with 3 toques – REMARQABLE RESTAURANTS
restaurants with 2 toques- CHEF’S RESTAURANTS
restaurants with 1 toque- GOURMET RESTAURANTS
Selected restaurants

ABOUT GAULT&MILLAU

Founded in 1969 by journalists Henri Gault and Christian Millau, the Yellow Guide has dedicated over 50 years to identifying and listing the finest restaurants, artisans and specialty shops across various regions. Today, Gault&Millau continues its mission to support chefs and emerging talents worldwide by discovering and promoting local gastronomy on a global scale.

As a recognized authority in gastronomy and hospitality across 20 countries, Gault&Millau has become a benchmark for culinary excellence, building a prestigious network of over 14,000 restaurants and attracting millions of followers. With the expertise of more than 400 professional inspectors, Gault&Millau aims to discover, celebrate and elevate both established and emerging culinary talents. The brand’s mission is to showcase local culinary traditions globally, offering a trusted standard of quality and fostering growth within the industry.

ABOUT THE SAUDI CULINARY ARTS COMMISSION

Founded in 2020, the Saudi Culinary Arts Commission is leading the further development of the Kingdom’s culinary arts sector. By driving investment and building robust regulatory frameworks, the Commission is supporting the next generation of Saudi chefs and hospitality professionals as they aspire to reach their full potential.

Together with the Ministry of Culture, the Commission is working to unlock a thriving cultural sector to preserve and elevate the culinary traditions that make the Kingdom unique.

To learn more about the Saudi Culinary Arts Commission, please visit https://culinary.moc.gov.sa/en and the Commission’s pages on Instagram @mocculinary and X @MOCCulinary.

ABOUT HOSPITALITY SERVICES MIDDLE EAST (HSME)

Founded over 30 years ago, Hospitality Services specializes in organizing hospitality and foodservice exhibitions and events across the region, including HORECA Lebanon, HORECA Jordan, HORECA Kuwait, HORECA Riyadh, HORECA Oman, Salon du Chocolat et de la Pâtisserie Dubai, Salon du Chocolat et de la Pâtisserie Riyadh and Whisky Live Beirut. The firm’s events extend to publications and platforms that serve the hospitality, foodservice and tourism industries, namely Hospitality News Middle East, Lebanon Traveler and Taste & Flavors.

Hospitality

YOUR OFFICE JUST GOT AN UPGRADE: VOCO BONNINGTON DUBAI LAUNCHES ITS WORKATION EXPERIENCE

Published

2 weeks ago

June 3, 2026

Integrator Web-Admin

As Dubai’s professionals redefine what a productive workday looks like, voco Bonnington Dubai is introducing its Workation offer, a 24-hour stay package for those who believe where you work is just as important as how you work

There is something to be said for a change of scenery. Positioned in the heart of Jumeirah Lake Towers and moments from the DMCC Metro, voco Bonnington brings together the comfort of a luxury stay with the infrastructure of a fully equipped workplace. The result is a seamless experience where productivity and indulgence don’t just coexist, they quietly elevate each other.

The Workation package starts from AED 275 and includes a 24-hour stay with a complimentary upgrade to a deluxe room, access to the pool and gym, two hours of meeting room access for up to five guests, complimentary coffee or tea in the meeting room or Author’s Lounge, and a 20% discount across all food and beverage outlets. Terms and conditions apply.

For anyone who has ever wondered what their workday could look like with a little more breathing room, the answer might be closer than expected. Built around the idea that productivity thrives when the environment does too, the Workation moves away from the tired “work from the beach” fantasy and toward something far more useful: a city-based experience shaped around real schedules and real results.

In a city that rarely slows down, this is something quietly radical. An intentional pause that doesn’t require leaving Dubai or clearing your calendar. Just a better version of the workday, right in the middle of it.