Middle East hospitality embraces resilience and experience-led
growth as industry prepares for ATM 2026
● IHG Hotels & Resorts highlights long-term confidence in the Middle East,
driven by sustained tourism investment and a resilient hospitality sector
● ATM 2026 conference programme to explore commercial reinvention,
operational resilience and the evolving expectations of today’s experience-led
traveller
● Global hospitality leaders and innovators to showcase the future of guest
experiences and hospitality technology when the event returns to the Dubai
World Trade Centre from 14–17 September
Dubai, United Arab Emirates, 13 August 2026: As hospitality leaders respond to
changing guest expectations and a rapidly evolving market, Arabian Travel Market’s
(ATM) 2026 will explore how businesses are adapting through personalised
experiences, innovation and long-term investment.
Taking place from 14-17 September 2026 at Dubai World Trade Centre under the
theme ‘Travel 2040: Driving New Frontiers Through Innovation and
Technology,’ ATM will bring together hospitality leaders to explore how hotels are
responding to changing consumer behaviour while building resilience across one of
the industry’s most dynamic regions.
According to Haitham Mattar, Managing Director, India, Middle East & Africa,
IHG Hotels & Resorts, the Middle East’s sustained tourism growth continues to
reinforce confidence in the hospitality sector, supported by long-term investment
across key markets.
Mattar said: “We’re extremely confident about the Middle East. It’s one of the fastest-
growing tourism regions around the world. We’ve seen continued growth linked to
the investment being made in tourism, whether it’s in the UAE, Saudi Arabia or
Egypt. These are long-term investments, and that’s what gives us confidence in our
people, our owners, our products and our brands across this diverse and complex
region.”
As governments continue to invest in tourism infrastructure and destinations diversify
their offerings, hospitality operators are increasingly focused on creating business
models that are both resilient and adaptable. At the same time, evolving traveller
behaviours are reshaping the way hotels compete, with operators placing greater
emphasis on personalised experiences, wellness and lifestyle-led offerings to drive
long-term value.
Highlighting the sector’s enduring strength, Mattar said: “The hospitality industry in
the region is resilient, and we are confident it will bounce back.”
Mattar believes that this resilience is enabling the industry to look beyond recovery
and focus on meeting the expectations of a new generation of travellers.
“No two travellers are the same. People are no longer simply looking for a room;
they’re looking for experiences. Whether it’s gastronomy, outdoor adventure,
wellness, culture or heritage, these experiences have become major motivators for
travel. Hotels are responding by becoming experts in creating and recommending
experiences that are authentic and meaningful.”
These themes will feature across ATM’s conference programme. On the Global
Stage, the session “Does the Hospitality Industry Need Reinventing?” will examine
how hotel operators are responding to a new phase of commercial recalibration,
exploring strategies including asset repositioning, wellness, branded residences,
mixed-use developments and experience-led programming to strengthen resilience
and long-term value. Featuring Amir Golbarg, Chief Operating Officer, Minor Hotels,
the discussion will also examine changing investment priorities and the commercial
strategies shaping the future of hospitality.
Complementing this discussion, the Future Stage will host “Decoding Hospitality
Growth – What Do Today’s Travellers Want?”. Bringing together leading industry
experts including Hala Matar Choufany, President MEA & South Asia, HVS; Justin
Reid, Senior Director of Global Partnerships, Tripadvisor; Jad Shamseddin, Chief
Operating Officer, Aleph Hospitality; and Sarah Duignan, Director, Client
Relationships, STR, the session will explore how hotels are responding to
increasingly multi-motivated travellers by creating personalised experiences that
combine wellness, culture, connection and value.
Together with the Experience Hub, the programme will provide strategic insights into
how innovation, collaboration and long-term planning are shaping the next chapter of
global tourism.
Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said: “These
insights reflect many of the trends shaping the global hospitality industry today.
Across the Middle East, investment continues to accelerate while traveller
expectations are becoming increasingly experience-led, personalised and wellness-
focused. Through a range of dedicated sessions, ATM provides a platform for the
industry’s leading voices to explore these changes, share practical strategies and
build the partnerships that will drive the future of hospitality.”
Leading hospitality brands exhibiting at ATM 2026 include IHG Hotels & Resorts,
Accor, Minor Hotels, Rotana, Hilton, Jumeirah, Mandarin Oriental, Four
Seasons Hotels & Resorts, Rixos Hotels and Sofitel, alongside destinations,
tourism authorities and hospitality technology providers from across the globe.
Innovation will also be a central focus through ATM Travel Tech, the dedicated co-
located event showcasing technologies transforming the guest journey. From AI-
powered personalisation and predictive guest services to robotics, immersive
technologies and smart hospitality solutions, ATM Travel Tech will demonstrate how
technology is enabling hotels to deliver increasingly seamless and experience-led
stays while enhancing operational efficiency.
By bringing together global hospitality leaders, technology innovators and tourism
decision-makers, ATM 2026 will provide a platform to examine how resilience,
innovation and evolving guest expectations are shaping the future of hospitality in
the Middle East and beyond.
