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THE FUTURE OF HOSPITALITY CONSUMPTION IN THE UAE

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Exclusive interview with Lucas Xie, General Manager Keeta UAE

The UAE’s food and hospitality ecosystem is evolving rapidly; how would you define Keeta’s role in shaping this transformation today?

    The UAE’s hospitality ecosystem is entering a more mature and nuanced phase; where growth is increasingly defined by quality, consistency, and the ability to meet evolving consumer expectations.

    At Keeta, our role is to support this evolution in a practical and sustainable way. We focus on enabling better everyday experiences, helping customers access trusted choices while ensuring that convenience is paired with reliability and value.

    At the same time, we see ourselves as part of a broader ecosystem. The UAE is home to a diverse mix of long-standing institutions and emerging concepts, and our role is to support their continued growth by providing the infrastructure, visibility, and operational support needed in a digital-first environment.

    Our role is to strengthen both sides of the experience, enhancing how people engage with food while supporting the resilience of the restaurant sector.

    Your career spans major platforms like Baidu Waimai and Ele.me. What core lessons from scaling in China are most relevant to the UAE market today?

      A key lesson I have learnt from scaling in China is that long-term success is built on consistency and trust, rather than short-term drivers alone.

      While speed and convenience are essential, what ultimately matters is delivering a reliable experience that customers can depend on over time. This is what builds lasting engagement.

      Another key takeaway is the importance of using data in a meaningful way. Data is most valuable when it enables better decisions; helping platforms and restaurant partners understand behavior, improve operations, and adapt to changing needs.

      At the same time, each market has its own unique characteristics. The UAE stands out for its diversity, strong regulatory environment, and high expectations for service quality. What translates best is a disciplined approach to execution, combined with the ability to adapt to local dynamics with precision and respect.

      How do you see the relationship between delivery platforms and restaurants evolving—from transactional to strategic partnerships?

        The relationship is naturally evolving into a more integrated and collaborative model. Restaurants today are looking for partners who can contribute to their long-term growth, beyond simply facilitating orders. This includes supporting areas such as demand planning, menu optimization, and understanding customer behavior.

        At Keeta, we approach this as a partnership built on shared success. Our focus is on enabling restaurants to operate more efficiently, reach the right audiences, and maintain the quality and identity that define their brand.

        This is particularly relevant in the UAE, where many businesses are deeply rooted in the community, and where sustainability is closely linked to maintaining authenticity and consistency.

        Keeta operates at the intersection of logistics and technology; how is data shaping decision-making for restaurant partners?

          Data plays an increasingly important role in how decisions are made across the ecosystem. For restaurant partners, it offers clear visibility into customer preferences, ordering patterns, and evolving trends. This allows them to make more informed decisions around menu design, pricing, and operations.

          From a logistics perspective, data enables greater efficiency; helping optimize delivery times, improve reliability, and enhance the overall customer experience. Our focus is on ensuring that these insights are practical and actionable. The objective is not to provide more data, but the right insights that can support tangible improvements in day-to-day operations.

          Keeta has been rapidly strengthening its presence in the UAE, what have been the key drivers behind this growth? And could you share any recent milestones or initiatives that signal Keeta’s long-term commitment to the region?

            Our progress in the UAE has been driven by a clear focus on building a strong  foundation aligned with the country’s economic vision.

            Since launching in September 2025, Keeta has expanded to cover all seven emirates, with an approach centered on operational excellence, local partnerships, and long-term ecosystem contribution.

            A key part of this has been supporting SMEs. Today, we have integrated over 5,000 UAE-based SMEs onto our platform, supporting the UAE’s transition toward a diversified, innovation-led economy.

            Looking ahead, our strategy is focused on two priorities: technology investment and SME empowerment.

            This is reflected in our recent partnerships with the Abu Dhabi Department of Economic Development (ADDED) and the Khalifa Fund for Enterprise Development (KFED), where we are working to accelerate the digital transformation of SMEs and strengthen the broader food delivery and logistics ecosystem.

            Our commitment to the UAE is long-term, focused on building a resilient, inclusive, and innovation-driven hospitality landscape.

            Given the UAE’s position as a global trade and logistics hub, how are ongoing supply chain dynamics and regional developments shaping the way food delivery platforms operate and scale locally?

              Operating in a global hub like the UAE requires both agility and resilience.

              The strength of the country’s infrastructure provides a solid foundation, and comes with high expectations for consistency and reliability.

              For platforms, this means working closely with partners to navigate changes in supply, demand, and operational conditions. It also reinforces the importance of strong systems and real-time insights to maintain stability.

              It also reinforces the role of delivery platforms in maintaing continuity, ensuring that customers have dependable access to food, while enabling restaurants to adapt to changing conditions.

              What strategic priorities are guiding Keeta’s long-term roadmap in the UAE, particularly as the market matures and competition intensifies?

                As the market evolves, our focus remains on building long-term value across the ecosystem.

                This includes enhancing everyday value for customers through consistency and reliability. It also involves deepening our partnerships with restaurants, supporting their growth while preserving what makes them unique. Finally, we continue to invest in operational excellence and technology to meet evolving expectations and ensure a high-quality experience across all touchpoints.

                Our approach is grounded in contributing meaningfully to the ecosystem, supporting its growth in a way that is balanced and aligned with the UAE’s broader vision.

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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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