Hospitality
SERENITY – THE ART OF WELL BEING CELEBRATES ITS 10TH ANNIVERSARY

Serenity – The Art of Well Being is celebrating its 10th anniversary this year, marking a decade devoted to the art of caring, to continuous innovation and to building a new vision of well-being. Over the past ten years, the brand has established itself as one of Portugal’s most prestigious names in the world of luxury well-being, distinguished by an approach that elevates well-being to its fullest, most transformative expression.
Founded in the Algarve in 2016, Serenity embarked on a journey defined by sustained growth and a relentless pursuit of excellence, expanding its presence both nationally and internationally to destinations such as Lisbon, Cascais and Dubai. In 2024, the brand marked a significant milestone in its international expansion with the opening of Serenity at Fairmont The Palm, Dubai, bringing its distinctive approach to well-being to one of the city’s most iconic destinations. In 2026, Serenity is preparing to open three new spaces – two in Portugal and one in Dubai – reinforcing its mission to make deeply meaningful well-being experiences increasingly accessible across different geographies.

More than a spa, Serenity represents an integrated 360° well-being ecosystem, designed to meet the physical, mental and emotional needs of the contemporary individual. Its offering brings together complementary concepts such as ACTIVE by Serenity, dedicated to movement, performance and recovery, and the healthy restaurant ZEST, where mindful nutrition plays a central role in promoting health and vitality.
In a decade marked by profound shifts in the way we understand self-care, Serenity has stood out for its ability to anticipate and set trends, introducing new concepts and innovative approaches to the national market. From longevity to physical recovery, from health optimisation to nervous system regulation, the brand has continually integrated experiences and therapies that address the challenges of modern life, fostering a deeper balance between body and mind. Intravenous therapies, ice baths and specialised recovery programmes are just some examples of a vision that sees well-being not as an isolated moment, but as a continuous and conscious practice woven into clients’ lifestyles.


Today, more than ever, true luxury lies in the ability to slow down, recover, reconnect and invest in one’s own health. It is within this space of balance, presence and longevity that Serenity continues to assert its identity, creating experiences designed to restore energy, promote mental clarity and cultivate a lasting state of well-being.
“We celebrate these ten years with deep gratitude and a sense of purpose, proud of a journey shaped by our ability to anticipate the future of well-being. This path has been built by the team members, partners and clients who believed in our vision from day one and who, every day, entrust us with their well-being. Throughout this decade, we have sought to contribute to a new way of living well – more integrated, more conscious and profoundly human. More than following trends, our commitment has always been to create transformative experiences that bring physical and mental health together and enable people to care for themselves in a genuine and sustainable way. It was with the conviction that well-being has the power to change the way we live that we built Serenity – The Art of Well Being. After a decade of continuous innovation, that purpose is more alive than ever. We look to the years ahead with a strong ambition to grow, determined to keep redefining the standards of excellence and to lead the future of this industry,” says Maria d’Orey, Founder & Global Director of Serenity.

Internationally recognised through numerous awards and a reference in the well-being and hospitality sectors, Serenity has been honoured over the past decade, among others, at the World Luxury Spa Awards, with distinctions including World’s Best Luxury Wellness Centre and World’s Best Spa Development Group.
10 Years | 10 Days | 10 Offers Campaign
As it celebrates its 10th anniversary, Serenity is turning the tables and sharing the gifts with those who matter most: its clients. Because the best way to celebrate is to share the journey with those who have always been there, the brand has created an exclusive July campaign: 10 days filled with 10 well-being experiences. The anniversary line-up includes unmissable offers such as complimentary access to the pool and beach, 50% off on the Matcha menu at Mashrabiya lounge, personalised physical assessments and a complimentary experience in the Aurum Suite when booking a couple’s treatment, among many others. Prior reservations are required through the spa WhatsApp number.
This initiative marks the start of a special anniversary program that reflects the brand’s ongoing commitment to the evolution of well-being and to creating experiences that are ever more emotional, conscious and personalised.
Hospitality
Orilla After Dark: A Halloween Drunch of Spooky Sips, Costumes and Late-Night Fun


This Halloween, Orilla Restaurant invites guests to step into the night with Orilla After Dark, a Halloween-themed drunch taking place on 31 October from 8 PM onwards. Set on the 27th floor of Hotel Local, Autograph Collection, in Jumeirah Village Triangle, the evening promises a playful mix of themed décor, music, Halloween-inspired treats and costume-worthy moments for adults and children alike.
Bringing a little Halloween magic to Dubai’s dining scene, Orilla After Dark will transform the restaurant into a spooky setting, complete with themed decorations, atmospheric corners and dedicated photo spots for guests looking to capture the occasion. A DJ will keep the energy going throughout the evening, creating the soundtrack for a night of food, drinks and festive fun.
Guests are encouraged to embrace the theme and arrive in their most creative Halloween costumes. A best-dressed competition will add an extra element of excitement, with the winner receiving a premium bottle of champagne. For those looking to get into the spirit of the season, special Halloween-inspired cocktails and desserts will also be available exclusively on the night.
Families are welcome to join the celebrations, with trick-or-treat activities planned for younger guests, making Orilla After Dark an option for those looking to enjoy Halloween together. From little monsters in costume to adults ready for a night out, the evening brings together playful seasonal touches and Orilla’s lively dining atmosphere.
Drunch packages are available to suit different preferences, starting at AED 275 per person for the Soft Package, AED 390 per person for the House Pouring Package and AED 475 per person for the Prosecco Package.
Whether arriving for the costumes, the cocktails or simply a different way to celebrate Halloween in Dubai, Orilla After Dark invites guests to gather after dark for an evening of spooky surprises and seasonal indulgence.
Event Details
- Event: Orilla After Dark – Halloween Drunch 2026 | Date: Saturday, 31 October 2026 | Time: 8 PM onwards | Venue: Orilla Restaurant, 27th Floor, Hotel Local, Autograph Collection, Jumeirah Village Triangle, Dubai | Dress code: Halloween costumes encouraged for adults and children
Drunch Packages
- Soft Package: AED 275 per person | House Pouring Package: AED 390 per person | Prosecco Package: AED 475 per person | Reservations: +971 4 575 2986 / +971 55 104 7521 | Email: reservation@orillarestaurant.com
Hospitality
20 YEARS OF MEMORIES, DUBAI. AND WE’RE JUST GETTING STARTED. MAJESTIC HOTELS OFFERS EXCLUSIVE 20% ANNIVERSARY PROMO
Twenty years. Four hotels. Countless stories. And a journey that continues to be shaped by the people who walk through our doors.
In a city that never stands still, Majestic Hotels is celebrating a milestone that means far more than the passing of time. This October marks 20 years of welcoming travellers to Dubai, bringing people together, celebrating special occasions and turning ordinary stays into memories worth returning to.
To mark the occasion, Majestic Hotels is inviting residents and visitors to celebrate with 20% off staycation bookings and an additional 20% discount at its in-house restaurants and dining outlets. Guests can enjoy this special anniversary offer by booking directly through the official website, www.majestichotels.com, using the promo code MAJESTIC20.
The offer is available for bookings made until 31 October 2026, with stays valid until 28 December 2026. Whether it is a well-deserved break, a family getaway or simply a reason to spend time together, there has never been a better time to make a new memory with Majestic Hotels.
Because anniversaries are not just about looking back. They are about remembering how far you have come, appreciating the people who made the journey worthwhile, and looking forward to everything still to come.
Over the past two decades, Dubai has grown, transformed and welcomed the world in ways few cities can match. Majestic Hotels has grown alongside it, from its beginnings to a collection of four properties, each with its own character, guests and stories to tell. Through changing seasons, new beginnings, family holidays, business trips and spontaneous getaways, one thing has remained at the heart of the journey: the people who make every stay matter.
Some guests come for a night and return year after year. Others discover Majestic Hotels for the very first time. There are celebrations remembered long after checkout, familiar faces welcomed back like old friends, and small moments of hospitality that leave a lasting impression. These are the moments that give 20 years their meaning.
Speaking on the occasion, Eti Bhasin, Executive Director, Majestic Hotels, UAE, said:
“When you look back on 20 years, it is not just the number of years or the hotels you remember. It is the people, the conversations, the familiar faces who return, and the many memories created along the way.
Dubai has been part of our story from the very beginning, and it has been incredible to grow alongside this city. We have welcomed guests from all over the world, celebrated milestones with them and, in many ways, become part of their own stories. That is something we are truly proud of.
This anniversary is as much about our guests and our team as it is about Majestic Hotels. We wanted to celebrate in a way that everyone could be part of, so we are bringing the occasion to life with special offers on stays and dining. Twenty years is a milestone worth celebrating, but we believe our best memories are still ahead of us.”
With four properties across Dubai, Majestic Hotels welcomes a diverse mix of leisure and business travelers, offering comfortable stays, convenient locations and dining experiences suited to different occasions. While each property brings its own personality, they share a common purpose: to make guests feel welcome and give them a reason to return.
As the celebrations continue throughout October, guests are invited to make their own memories with Majestic Hotels, whether through a much-needed staycation, a family escape, a catch-up over a good meal or simply a chance to experience Dubai from a different perspective.
Twenty years behind us. A thousand stories worth remembering. And many more memories waiting to be made.
The 20th anniversary offer is available until 31 October 2026 across all four participating Majestic Hotels properties in Dubai.
Participating properties:
- Majestic City Retreat Hotel
- Majestic Central Hotel
- Majestic Premier Hotel
- Majestic Cove Hotel
Hospitality
Al Jaddaf Rotana Appoints Hekmat Amer as Complex Director of Sales & Marketing
Al Jaddaf Rotana has announced the appointment of Hekmat Amer as Complex Director of Sales & Marketing, further strengthening its leadership team as it continues to drive commercial growth and enhance its presence in Dubai’s competitive hospitality landscape.
Bringing more than 16 years of experience in the hospitality industry, Hekmat has built an extensive career in sales, marketing, and commercial strategy, having held key leadership positions with renowned hospitality brands, including Jumeirah Group and Marriott International.
Prior to joining Al Jaddaf Rotana, Hekmat served as Director of Sales & Marketing at Jumeirah Creekside Hotel, where he was responsible for driving the property’s commercial strategy, developing new business opportunities, and strengthening its positioning across key markets. His professional journey also includes senior sales and marketing roles with Marriott International, where he gained valuable experience in multi-property operations, pre-opening strategies, and business development.
In his new role, Hekmat will oversee the commercial direction of the Al Jaddaf Rotana complex, comprising Al Jaddaf Rotana Suite Hotel, Arabian Park Dubai by Edge Rotana, and Park Apartments Dubai by Edge Rotana. His responsibilities will include developing integrated sales and marketing strategies, strengthening relationships with key business partners, identifying new market opportunities, and driving revenue performance across the three properties.
Commenting on the appointment, Stefan Schmid, Complex General Manager, Al Jaddaf Rotana Complex, said, “We are delighted to welcome Hekmat to the Al Jaddaf Rotana family. His diverse experience across leading hospitality brands, combined with his understanding of Dubai’s evolving market, makes him a valuable addition to our leadership team. We believe in empowering our people to bring fresh ideas and perspectives, and we look forward to the contribution Hekmat will make as we continue to strengthen our teams and deliver exceptional hospitality experiences.”
Sharing his thoughts on the new role, Hekmat Amer, Complex Director of Sales & Marketing, said, “Joining Al Jaddaf Rotana is an exciting new chapter in my career. What particularly appeals to me is the opportunity to work across three distinct properties, each catering to different guest segments and offering its own unique experiences. My focus will be on understanding the strengths of each property, exploring new market opportunities, and working closely with the team to develop strategies that connect our offerings with the right audiences. I look forward to contributing to the continued success of the complex.”
With his experience in commercial leadership and multi-property hospitality operations, Hekmat’s appointment reflects Al Jaddaf Rotana’s continued commitment to developing its leadership capabilities and strengthening its position within Dubai’s hospitality sector.
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