Hospitality
GLOBALISATION OF GCC HOSPITALITY BRANDS: OPPORTUNITIES AND CHALLENGES IN EUROPE, AFRICA AND BEYOND

JS Anand, CEO & Founder of LEVA Hotels
The Gulf’s hospitality industry has moved beyond its regional roots. Once focused on local and regional travelers, GCC hotel brands are now eyeing Europe, Africa, and other high-potential markets. Backed by strong domestic growth, economic diversification goals like Saudi Vision 2030, and powerful investment ecosystems, these brands are ready to compete on a global scale. But ambition alone will no longer win markets; only brands willing to ditch one-size-fits-all expansion and rethink how they enter new regions will scale sustainably.
Global Opportunity: Why GCC Brands Are Looking Outward
- Post-Pandemic Growth and Travel Demand: The global travel sector has rebounded strongly since COVID-19, with GCC destinations already seeing tourist arrivals recover and, in some cases, exceed pre-pandemic levels. Dubai, for example, recorded 18.72 million international visitors in 2024; Riyadh and Abu Dhabi are investing heavily in cultural tourism to attract global travelers, and Doha continues to expand its leisure and business offerings ahead of international events. This recovery gives GCC brands both the financial strength and operational capacity to explore overseas markets rather than relying solely on domestic expansion.
- Distinct GCC Strengths: GCC brands are leveraging competitive advantages that set them apart internationally and these are cultural warmth and guest-centric service. Deeply rooted in Arabian hospitality, GCC brands excel at personalized, high-touch service that appeals to discerning travelers. Yet the most promising segment is not ultra-luxury alone, it’s mid-upscale and lifestyle boutique concepts that translate more easily across markets because they are asset-light, design-driven, and margin-resilient. The boutique segment continues to accelerate worldwide, with the category estimated at roughly $25 billion in value in 2023 and forecast to surpass $40 billion within this decade. What’s even more telling is traveler behavior: leisure guests accounted for well over two-thirds of boutique stays last year, reinforcing the global shift toward personalised, immersive, experience-driven hospitality.
- A decisive POV: GCC brands will win abroad not by outspending Western chains, but by out-adapting them; using nimble, culture-sensitive models and mid-scale/lifestyle playbooks rather than defaulting to giant luxury flagships.
Expertise in Experiential Luxury (and Why That’s Not Enough)
Refined ultra-luxury experiences, tailored to individual preferences, are a hallmark of GCC hospitality, creating strong appeal in the European and other mature markets. But luxury alone is a blunt instrument: Europe’s boutique demand and Africa’s emerging middle classes both reward differentiated price-tiers; meaning GCC groups must build mid-market competencies as deliberately as they build flagship projects.
Africa and Europe: The Next Battlegrounds for GCC Hospitality
Destinations such as Egypt, Morocco, Kenya, and Tanzania are seeing growing investment, improved safety, and enhanced infrastructure, creating fertile ground for GCC brands. Europe, from Prague to Athens, presents opportunities for lifestyle and boutique concepts seeking operational and owner buy-in. Investor appetite is rising, with UAE, Saudi, and Qatari capital projected to flow into African hospitality ventures in the coming years.
Understanding Local Realities
Entering new markets requires more than capital; it demands a deep understanding of local dynamics. Regulations, consumer behavior, and design preferences vary widely between Europe and Africa. Success in Europe often hinges on regulatory compliance and strong local partnerships, while in Africa, infrastructure and talent availability are key. The strategic mistake many make is assuming brand halo will substitute for local feasibility; it won’t. Brands that run feasibility studies, secure local operator partners, and send HQ teams in as task forces hit the ground running, accelerating time-to-profit. Leadership that knows the terrain rather than just the boardroom makes the difference.
Balancing Identity with Localization
Global expansion is not about replicating a formula, it’s about evolving without losing the core brand DNA. Boutique hotels that integrate regional storytelling, local art, and culturally resonant experiences while maintaining operational consistency are defining the new frontier. Localization must be approached as product development, not marketing. Menus, F&B partnerships, art, and training are bespoke per market, while scalable technology and operational systems protect margins.
Partnerships, People, and Operational Excellence
Global expansion in hospitality depends on more than vision; it relies on local partnerships that strengthen licensing, supply chains, and recruitment. True scalability comes from investing in people, technology, and sustainability, building systems that can travel well. But there’s a second, less spoken tension: talent gaps. International growth will remain limited unless GCC brands invest in franchise-ready training programs and build strong regional talent pipelines, particularly for middle-management roles that ultimately make or break service consistency. Without repeatable people systems, a great opening year can easily turn into an operational headache by year three.
Looking Ahead: Building Global Stories from GCC Roots
GCC hospitality brands are proving that homegrown excellence can translate onto the global stage. The next decade will not be measured by the number of new properties alone. It will be judged by how effectively these brands export their values: warmth, authenticity, and innovation. Purposeful, precise, and people-centered expansion will define the GCC’s global hospitality story.
Hospitality
SIPS & SERENATA: MIDWEEK, THE TRUE ITALIAN WAY AT CUCINA
Wednesdays at Cucina are getting a new soundtrack with the launch of Sips & Serenata, bringing together live entertainment, a vibrant aperitivo
experience and authentic Italian flavours at the Palm West Beach trattoria. Inspired by Cucina’s celebration of aperitivo culture and the Italian ritual of gathering over good food, good wine and great company, the new weekly experience offers guests a taste of la dolce vita in the middle of the week.

Taking place every Wednesday from 7pm until late, Sips & Serenata is inspired by the Italian tradition of aperitivo, an evening made for sharing, socialising and lingering a little longer around the table. Guests can settle in over vino carafes and signature spritzes as the evening unfolds, bringing a little of the Italian way of life to Dubai’s midweek dining scene.
Priced at AED 299 for two, the experience includes two hours of free flow wine carafes alongside the Tagliere dello Chef, a generous antipasti board featuring a chef’s selection of Italian cheeses and an assortment of beef or pork cold cuts, with the option to enhance the experience with favourites such as arancini, bruschetta, focaccina, marinated Apulian olives and fried calamari.
Adding to the atmosphere, Verou Poli will provide the soundtrack to the evening. Known across Dubai for her live performances and distinctive one-woman-band format, Verou combines vocals, piano, percussion and live looping in real time. Fluent in both English and Italian, her repertoire spans timeless classics and contemporary favourites, creating the perfect backdrop for Cucina’s spirited aperitivo nights.
Made for after-work aperitivo, date nights or a midweek catch-up with friends, Sips & Serenata offers an easy excuse to linger a little longer at Cucina. The à la carte menu is also available throughout the evening.
- Offer Details:
- When: every Wednesday from September 2026
- Time: 7:00pm until late
- Where: Cucina, Palm West Beach
- Price: AED 299 for two, including two hours of free-flow carafes of vino and Tagliere dello Chef
- Add-ons: Arancini (4 pieces) AED 30, marinated Apulian olives AED 10, fried calamari AED 30, bruschetta (2 pieces) AED 20 and freshly baked focaccina AED 30
- À la carte: also available
Hospitality
THE ART OF CULINARY VERSATILITY
Exclusive interview with Chef Tim Newton, Executive Chef of the Demind Group
You began your culinary journey in a small town and went on to work across some of the world’s leading gastronomic destinations. Looking back, what moments fundamentally changed the way you understood food and the craft of being a chef?
I don’t think there was one defining moment that changed how I understood food. As a young cook, you learn how to respect ingredients and bring out their best flavours. As you grow in the profession, you also learn how to create dishes that are commercially successful without compromising on taste. Now, in my forties, my focus is on respecting the product, creating something memorable for the guest, ensuring the business remains profitable and, most importantly, being original in my work.
From working alongside some of the industry’s most respected chefs to leading the culinary direction of multiple high-profile concepts, what experiences have most shaped your approach to cooking and leadership?
My approach to both cooking and leadership has been shaped by seeing where others have failed, as well as recognising my own failures. One of the greatest tests of a chef is the ability to make a mistake, recover from it and avoid repeating it. Do I still make mistakes as a leader? Absolutely. But I make a conscious effort to acknowledge and correct them immediately.
As Executive Chef of Demind Group, how do you see your role beyond creating dishes? What is your larger vision for the teams, concepts and dining experiences you are building?
My role at Demind has always extended beyond creating dishes. I have had the privilege of helping to shape and develop the brands themselves. My director has consistently given me the freedom to create, experiment and, importantly, make mistakes and grow from them. My vision for the team is to help each person mature and develop their skills. I never expect my employees to remain with me forever, so I believe it is our responsibility to prepare them for successful careers beyond Demind.
With Bagatelle, OPA, La Niña and Myrra each having their own culinary personality, what is your overarching vision for the kind of dining experiences Demind Group should be known for?
Demind Group is known for creating top-tier dining experiences, but each of its concepts has a distinct identity. At La Niña, guests experience refined Spanish and Latin American cuisine in a beautiful, romantic setting. OPA offers a complete night out, combining vibrant party energy with excellent food. Casa Myrra is positioned as an upscale-casual concept, offering the quality and attention to detail associated with La Niña and OPA, but within a more relaxed atmosphere.
Each of these concepts draws from a distinct culinary culture, from French and Greek to Iberian Latino and Greek-Spanish influences. How do you approach reinterpretation without losing the authenticity that makes a cuisine recognisable?
I approach every brand in the same way: I study, I develop the flavour profile and then I create. It may sound simple, but the process can take months. Take OPA Dubai, our flagship concept, for example. Even today, we never allow ourselves to become complacent when developing new dishes. Around 70 per cent of the menu remains consistent, while the remaining 30 per cent is continuously evolving. We study market trends, but we also aspire to set them. I travel across Greece, discovering regional dishes and ingredients that are often overlooked, while continually searching for the finest products available. At Demind, we are always moving forward.
Rapid Fire Questions:
What is the most unexpected food combination you genuinely love?
I’m a big fan of ranch dressing, so I would have to say Bolognese with a generous dollop of ranch on top. The height of gourmet dining!
What’s the one dish you would happily cook for friends at home, and what’s the one dish you absolutely refuse to make outside the professional kitchen?
Tacos, any day of the week.
What is the one kitchen rule you refuse to compromise on?
Respect one another.
A dish I would refuse to make outside the kitchen?
That’s a difficult one, because I don’t find anything too challenging. I would gladly take on any culinary challenge in my home kitchen.
Every chef has a dish they secretly think they make better than anyone else. What’s yours?
Paella—for sure!
Hospitality
BUILDING THE WORKFORCE OF TOMORROW
Exclusive interview with Ravi Jethwani, CEO, Innovations Global
As the UAE enters the second half of 2026, how would you assess the current state of the job market? What key trends are shaping recruitment today?
The UAE job market remains fundamentally resilient, although it has become more selective. Regional uncertainty created some short-term caution among employers, particularly around the middle of the year, but this has not changed the underlying attractiveness of the UAE as a business and employment hub. Recruiters are already expecting hiring activity to strengthen as companies restart recruitment plans that were temporarily paused.
Despite recent regional uncertainties, hiring activity appears to be picking up. What factors are driving this renewed recruitment momentum?
The biggest driver is the UAE’s continued economic diversification. Businesses are investing across technology, financial services, healthcare, real estate, infrastructure, energy and professional services rather than relying on a single economic engine.
Dubai’s Q1 2026 GDP grew 2.4% year-on-year, with particularly strong performances in healthcare, construction, financial services and utilities.
There is also a significant amount of investment already committed to long-term projects. As business confidence improves, organisations that delayed hiring are likely to revisit those plans.
Dubai has become one of the world’s most attractive employment destinations. What do you believe has contributed to this transformation, and why does it continue to attract global talent?
Dubai has successfully created something that goes beyond simply being a place to work—it has become a global platform for business.
Its advantages include world-class infrastructure, connectivity, a highly international business environment, a relatively business-friendly regulatory framework and access to markets across the Middle East, Africa and Asia. Importantly, Dubai has continuously reinvented itself. It has moved from being primarily associated with trade and real estate to becoming a significant centre for finance, technology, logistics, tourism, healthcare, and professional services and innovation.
Which sectors are expected to lead hiring in the UAE during the second half of 2026, and what roles are currently in highest demand?
I would expect technology and AI, financial services, healthcare, energy and renewables, construction, real estate, logistics, professional services to remain among the strongest areas.
In terms of roles, demand is increasingly concentrated around AI and data professionals, technology specialists, cybersecurity, finance and investment professionals, sales and business development, healthcare specialist, engineering and specialized talent. The important point is that AI is creating demand not only for pure AI specialists, but for people who can combine AI capability with industry expertise
What advice would you give to professionals who are looking to advance their careers or secure new opportunities in the UAE?
My advice would be to be much more strategic about the job search. Don’t simply apply to hundreds of vacancies with the same CV. Understand the industry, identify companies that are expanding and tailor your profile to the requirements of those organisations. Networking is also extremely important in the UAE. Build relationships with recruiters, industry professionals and decision-makers rather than relying entirely on job portals.
Are there any emerging workplace trends—such as flexible work, upskilling, or digital transformation—that will significantly influence the future of work in the UAE?
First is AI enabled work. AI will increasingly become part of everyday workflows rather than a separate technology function.
Second is continuous upskilling. The half-life of skills is becoming shorter, so employers and employees will both have to invest in learning. Third is the evolution of flexible working. I don’t think the future will necessarily be completely remote or completely office-based. Instead, organisations will increasingly adopt hybrid models based on productivity, collaboration and the nature of the role. The UAE has an opportunity to become a leader in this new model because of its young, international and digitally sophisticated workforce.
Looking ahead, what is your outlook for the UAE job market over the next 12 months, and what opportunities do you foresee for employers and job seekers?
I am cautiously optimistic about the next 12 months. I expect recruitment to become progressively more active as businesses move beyond the uncertainty of the first half of 2026 and resume investment and expansion plans. The fundamentals remain strong: economic diversification, infrastructure investment, international capital, population growth and the UAE’s continued positioning as a global business hub.
However, I don’t expect every segment of the market to grow equally. The market will remain selective, and employers will continue to demand stronger productivity and specialised skills.
For employers, the opportunity is to access an increasingly sophisticated global talent pool. For professionals, the opportunity is to build careers in sectors that are expanding rapidly.
Ultimately, I believe the UAE job market is moving from a “jobs market” to a “skills market.” The winners over the next few years will be organisations that can attract and retain the right talent, and professionals who continuously upgrade their skills and demonstrate measurable value.
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