Slow travel has emerged as key actionable strategies for futureproofing travel and hospitality businesses in the Middle East region. This new trend involves a movement that encompasses sustainable travel, mindful travel, and low-impact travel, sustainable practices and the use of AI and data to enhance the travel experience.

In a press statement, the organisers of the ongoing Arabian Travel Market (ATM) 2024 say that travel and tourism experts from across the industry have convened to discuss the complexities of navigating the transformation of hospitality.

According to them, the opening session entitled Trends Shaping the Future of Hospitality in the Middle East, brought together senior representatives from IHG Hotels and Resorts, Marriot International, Four Seasons Hotels and Resorts, Banyan Tree Dubai, Mastercard and Silkhaus to provide a broad perspective on the challenges and opportunities facing today’s hospitality industry.

The statement says that Haitham Mattar, Managing Director, Middle East, Africa and South West Asia, IHG Hotels and Resorts, initiated the hospitality trends session with an insightful discussion on the dynamic transformation within the hospitality landscape.

Haitham Mattar

“The Covid-19 pandemic has changed the way generations choose travel, with outdoor adventure now taking the No. 1 spot away from “beach, sun and sand”. For the industry to stay afloat in difficult times, the private sector needs to mirror the vision of their respective tourism authorities and work together to ensure appealing spending packages for those markets,” says Mattar.

He also outlined how generational shifts and emerging travel behaviours are giving rise to global travel trends such as slow travel and similarly, with the hospitality industry responsible for 10 pc of global emissions, consumers are now willing to spend up to 31 pc more on hospitality companies that execute sustainable practices.

“The future use of technology and AI will be critical for us to get a clear idea of how to enhance consumer preferences. Specifically, travel anxiety is starting to reduce with technology, and the focus should now be firmly on the traveller’s experiences,” Mattar adds.

The statement adds that Sandeep Walia, Chief Operating Officer, Middle East, Marriott International, echoed Mattar’s sentiments as he highlighted slow holidays, sustainability, the rise of AI and dupe destinations, similar to traditional holiday destinations but closer in geography, as some of the key travel trends for the next three years, according to the Marriott Bonvoy Travel Trends Report 2024 and Beyond.

Danielle Curtis

“The insights shared today go beyond theories to offer direct reflections of the transformations we aim to foster through ATM. As we continue to drive innovation and entrepreneurial spirit within the travel industry, sessions like these equip our attendees with the knowledge and tools necessary to lead the hospitality industry forward,” says Danielle Curtis, Exhibition Director ME, Arabian Travel Market.

The statement adds that the 31st edition of ATM, under the theme Empowering Innovation: Transforming Travel Through Entrepreneurship, also hosted a session outlining Dubai’s key tourism objectives for the coming years. ATM 2024 concludes on May 9 at the Dubai World Trade Centre (DWTC).