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

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6 months ago

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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.

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Hospitality

Keeta Kicks Off the First Keeta Karnival Across All Seven Emirates

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23 hours ago

on

October 16, 2026

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Keeta, the international on-demand food delivery platform, is kicking off Keeta Karnival, marking the first edition of its signature food celebration in the UAE. Running from 15 October to 31 October 2026, the campaign will connect customers with thousands of restaurants across all seven emirates through special offers, limited-time deals, competitions and on-ground experiences.

True to its promise of “Epic Deals, Endless Cravings”, Keeta Karnival invites customers to explore more of the UAE’s food scene, from neighbourhood favourites to restaurants they have yet to try. During the peak promotional period from 15 to 31 October, customers can enjoy discounts of up to 50% at participating restaurants, while restaurant partners gain more ways to reach new customers.

“Food brings people together in the UAE, and the variety of restaurants here is remarkable,” said Lucas Xie, General Manager of Keeta UAE. “Keeta Karnival is our way of celebrating that variety, giving customers more reasons to try something new while helping participating restaurants reach new audiences. As we enter our second year in the UAE, the campaign reflects our long-term commitment to the customers and restaurant partners we serve across the country.”

More ways to discover and enjoy

The campaign’s offers are brought together in the Keeta Karnival hub within the Keeta app. Keeta Around You will spotlight curated restaurant picks across UAE cities, with up to 50% off at participating restaurants. Flash Deals will offer selected deals at AED 19 with free delivery, Monday to Friday between 2:30 pm and 5:30 pm.

From 18 to 31 October, Keeta Week – The Karnival Edition will offer 50% off the full menu, including promotional items, plus free delivery at participating restaurants. The celebration also takes to the skies with Keeta Drone, extending the Karnival promotion to its service areas in Dubai Silicon Oasis. Customers at Dubai Land, Rochester Institute of Technology, Dubai and Dubai Silicon Oasis Headquarters can enjoy the campaign’s offers through drone delivery, bringing together food discovery, value and delivery innovation.

Every eligible order above AED 100 placed between 15 October and 14 November will also be automatically entered into a draw to have the chance to win a Jetour T2, with the winner to be announced on 16 November. Customers paying with eligible Emirates Islamic Visa cards can also save up to AED 20 on their orders until 1 November.

Bringing Keeta Karnival into the community

Alongside the in-app campaign, Keeta Karnival is coming to life across the UAE. At Global Village in Dubai, the Keeta booth at Happiness Plaza 2 will host games, voucher giveaways and restaurant sampling over two weekends, 16–18 and 23–25 October. Over the opening weekend, visitors to Al Forsan Mall in Abu Dhabi can also join interactive games and win vouchers.

By combining restaurant discovery with experiences beyond the app, Keeta Karnival gives participating restaurants more ways to connect with customers, building on Keeta’s presence across all seven emirates and its long-term commitment to the UAE’s food scene.

Keeta Karnival runs from 15 October to 31 October 2026. Customers can explore participating restaurants, offers and activities in the Keeta Karnival hub in the Keeta app, available on the App Store and Play Store.

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Hospitality

AL RAHA BEACH RESORT & SPA ABU DHABI INTRODUCES FOUR NEW EXPERIENCES TO ENJOY THIS SEASON

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2 days ago

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October 15, 2026

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As the cooler months arrive, Al Raha Beach Resort & Spa, Abu Dhabi is giving residents and visitors four new reasons to step out and enjoy the season. With a line-up of experiences across Black Pearl, La Piscine and Azur Restaurant, guests can look forward to everything from lively ladies’ nights and golden-hour gatherings to relaxed al fresco evenings and sophisticated jazz nights, with packages starting from just AED 85 per person.

Black Pearl Ladies’ Night – Every Tuesday, Starting 20 October

Tuesday evenings are getting a little more exciting at Black Pearl with the introduction of its new Ladies’ Night. Perfect for catching up with friends or enjoying a midweek evening out, the experience brings together good company, a lively atmosphere and a little midweek indulgence. For AED 85 per person, ladies can enjoy free-flowing house beverages accompanied by a bar bites platter, making it an ideal excuse to gather the girls and enjoy the evening. The offer is available every Tuesday from 7 PM to 10 PM.

La Piscine Sundowners – Every Friday, Starting 16 October

Friday evenings are all about golden-hour moments at La Piscine. As the sun begins to set, guests can unwind by the pool, enjoy the relaxed atmosphere and ease into the weekend with refreshing drinks and delicious bites. Priced at AED 99 per person, the Sundowners package includes two selected drinks and a bar bites platter, offering a laid-back way to enjoy Abu Dhabi’s cooler evenings. The offer is available every Friday from 5 PM to 7 PM.

Jazz Nights at Black Pearl – Every Thursday, Starting 22 October

For those who enjoy a more sophisticated evening, Black Pearl introduces Jazz Nights, bringing together smooth jazz, whiskey and cigars in an intimate setting. Whether it’s an after-work gathering or a relaxed night out, the experience offers a refined way to unwind as the week draws to a close. Priced at AED 99 per person, the package includes two selected drinks and one selected cigar. Jazz Nights take place every Thursday from 7 PM to 10 PM.

Azur Al Fresco Aperitivo – Every Saturday, Starting 17 October

With the return of outdoor dining season, Azur Restaurant invites guests to embrace the Italian tradition of aperitivo with its new Al Fresco Aperitivo experience. Designed for leisurely early evenings, the offering is perfect for catching up with friends, enjoying the pleasant weather and unwinding over drinks and light bites. For AED 99 per person, guests can enjoy two selected drinks accompanied by an antipasti platter. The experience is available every Saturday from 5 PM to 7 PM.

With these four new offerings, Al Raha Beach Resort & Spa Abu Dhabi brings together a variety of experiences to suit every occasion. Whether it’s a midweek ladies’ night, a relaxed Friday sundowner, an evening of jazz or a Saturday aperitivo, the resort offers plenty of ways to make the most of the season.

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Hospitality

From the MICHELIN Stage to Delhi Street Food: Chef Pradeep Khullar and Saubhagi Veer Launch One Dish Venture – Bhaturewala in Dubai

Published

2 days ago

on

October 15, 2026

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After years of building restaurant experiences and working in Dubai’s fine-dining hospitality industry, Chef Pradeep Khullar and Saubhagi Veer have partnered up to turn their attention to their own passion venture, Bhaturewala — a focused One-Dish food concept dedicated to the flavours of Delhi.

Following Chef Pradeep Khullar and Saubhagi Veer work at Nazaara, which was selected for the MICHELIN Guide Dubai 2026, the duo are embracing something deliberately simpler: bringing Delhi-style chole bhature and mutton bhature to Dubai through a takeaway and car-dining concept built around a love for the food, rather than an expansive restaurant format. Opening on Friday, October 16, at Shop 7, Lamcy A Building in Oud Metha, Bhaturewala will serve a tightly focused menu featuring Bhature in two signature flavours – Chole & Mutton accompanied by lassi. There will be no sprawling menu, conventional dining room or full-service restaurant setup. Instead, the focus will remain firmly on the food, with customers able to collect their orders or enjoy them in their cars.

The concept will operate on Friday evenings and on Saturday and Sunday mornings and evenings, with a limit of just 200 plates per day.

For Khullar, the venture is a personal tribute to the city where his culinary journey and love for food took shape.

“Delhi is not just where I grew up; it is a part of who I am as a chef. Some of my strongest food memories are rooted in the streets, neighbourhoods and flavours of that city. Having spent years cooking in fine dining, I wanted to bring something much more personal to Dubai — a little piece of the Delhi I know and love, right here in the neighbourhood I call home. Bhaturewala is my way of sharing those memories through food that is honest, familiar and full of character. It’s not about reinventing Delhi street food; it’s about doing justice to it,” said Chef Pradeep Khullar, Co-founder of Bhaturewala.

For Veer, whose experience spans restaurant leadership and brand building, the opportunity lay in creating something distinctive in a city where chole bhature is already widely available.

“Dubai already has plenty of places serving chole bhature, and we never set out to be just another one. We wanted to build a concept around a simple belief: you don’t need a hundred things on a menu if you can do two things exceptionally well. Specialisation is at the heart of Bhaturewala — getting the food right, staying true to what we set out to serve, and making every plate count. The limited menu and 200-plate-a-day approach are deliberate. We want people to come to us because they know exactly what they’re coming for, and they know we care about getting it right. For us, this is about choosing focus over scale, and quality over quantity from day one,” added Saubhagi Veer, Co-founder of Bhaturewala.

The idea for Bhaturewala took shape after years of conversations, planning and the familiar refrain of kabhi toh karenge — someday, we will do it. The founders have now decided to take that step, building a business of their own on their own terms, alongside their established careers in hospitality.

The approach is intentionally uncomplicated: a focused menu, a limited number of plates, and a casual, neighbourhood-friendly way for customers to enjoy Delhi-inspired food without the ceremony of a traditional restaurant experience.

At its heart, Bhaturewala is guided by one simple thought: Dilli Se Direct, bringing a taste of Delhi to Dubai, straight from the city’s food traditions to the neighbourhood they call home.

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