A Note from the Editors

I’m Youssef, stepping in this week to break down the deals shaping the hospitality sector. If you’ve been paying attention, you’ll notice a pattern, big players are making big moves, and it’s not by accident. Let’s talk about why hospitality is evolving from an operational hustle into a serious institutional asset class. Dealmaking in the hospitality sector is heating up. This past week alone, we’ve seen Alpha Dhabi take over National Corporation for Tourism and Hotels, Select Group snap up Radisson Blu Media City, and Bank Muscat offload Mövenpick JBR. That’s not just noise, it’s a clear signal: hospitality is no longer just an operational game. It’s becoming an institutional-grade asset class.

Why now? Three key forces are driving this shift:

1. Stronger Returns: Prime hospitality assets in the GCC are now delivering 6-8% stabilized returns, beating commercial real estate yields of 4-6%.

2. Lower Volatility: Dubai’s occupancy rates have held steady at 75-80% over the past year, smoothing out cash flow risks.

3. Surging Capital Inflows: Hospitality transactions in the region crossed $3B last year—up more than 25% YoY—cementing hospitality as a core real estate play.

The bigger picture? Institutionalization will reshape ownership models and accelerate consolidation. Expect more private equity-backed deals, with valuations shifting away from operational metrics and toward real estate fundamentals.

And while we’re on the topic of things that should be built to last—our latest reaction video breaks down why the Abu Dhabi Retail x Casablanca pop-up deserves to be more than a fleeting moment. We’re talking members club potential. If you haven’t seen it yet, head over and let us know: Should this be permanent? Some concepts are just too good to be temporary.

— Youssef 

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P.S. As always, we’d love to hear your thoughts—your input fuels what we create. If you like this week’s edition, share with someone who’d appreciate exploring the dynamic intersection of hospitality, design and business in the MENA region.

What you’ll find in this week’s edition: Visual Vignette // This Week’s Curation // Feature Article // The Public Conversation // Global Spotlight // On Our Radar

Visual Vignette

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A chair is never just a chair. 🪑 Across the Arab world, the Monobloc has been a silent witness to our collective experiences—stacked high at family gatherings, scattered across summer homes, and lining streets during weddings and funerals. What happens when we reimagine its form to reflect the weight of these experiences? A study in design, culture, and the objects that hold our memories. Credit: @houhou_official, Instagram.

This Week’s Curation

Fresh Takes: The Concepts and Trends to Watch This Week

🏝 Elie Saab, in collaboration with Dubai's Samana Developers, has unveiled plans for a $600 million luxury resort in the Maldives, marking the fashion brand's first venture into resort properties. The SAMANA Ocean Views project will feature 190 units, including water villas and pool apartments, with interiors designed by Elie Saab; nightly rates are expected to reach up to $8,000.

🌀 Our Take: Elie Saab’s AED 2.2 billion ($600M) Maldives resort is the latest entry in a market that has grown 150% in the past decade and is set to double by 2030. Branded properties sell for 30%+ premiums, because apparently, a villa is worth more if it comes with a designer’s name on the doormat. Elevating real estate with a luxury label has become the ultimate cheat code for higher margins. Investors think they’re buying status, but the real winners are the brands turning designer sheets into balance sheet gold. When everything is “ultra-exclusive,” does exclusivity even exist?

⛵ Goya Gallagher's meticulously restored vintage Egyptian houseboat, Nanusa, now serves as a stunning showcase for her homeware collection. Moored on the Nile, the vessel blends traditional design elements with contemporary aesthetics, reflecting Gallagher's unique artistic vision.

🌀 Our Take: Goya Gallagher’s Nanusa brings creative residencies to the Nile, offering artists a space to engage with Egypt’s landscape and heritage. This hits two birds with one stone: luxury travel is on the rise, and so is demand for deeper cultural immersion. Meanwhile, the Nile is re-emerging as an investment vehicle. Dahabiyas, once reserved for aristocrats, are making a comeback as luxury slow-travel experiences. The global river cruise market, valued at $4.8 billion in 2023, is projected to reach $10 billion by 2030, growing at 11.1% annually. As travelers seek more than just high-end amenities, Egypt has a chance to position the Nile as both an investment and an experience. The real opportunity lies in turning nostalgia into a modern asset class.

🌊 Tunisia, currently the world's second-largest destination for thalassotherapy, is aiming to surpass France as the leading hub for seawater-based treatments. The country's Mediterranean coastline, natural thermal springs, favorable climate, and affordability contribute to its appeal in the wellness tourism sector. Thalassotherapy has deep historical roots in Tunisia, dating back to the Carthaginians and Romans, and today the country boasts 60 thalassotherapy centers and 390 spas, 84% of which are in hotels. The sector is a major tourism driver, attracting 1.2 million foreign visitors annually, with 70% coming from Europe, including 40% from France.

🌀 Our Take: Last week, we covered Tunisia’s shift from mass tourism to value-driven experiences. Now, the country is doubling down on wellness tourism, aiming to surpass France as the top thalassotherapy destination. For Investors & Developers: The opportunity lies in premiumizing wellness offerings, integrating digital health innovation, and expanding beyond European markets into the Gulf and Asia. With travelers prioritizing longevity, relaxation, and holistic health, Tunisia has a chance to own the category. The Play? MENA destinations must leverage natural assets to attract high-value travelers—Tunisia is proving that specialization > volume.

🍽 Gerbou, a new farm-to-table restaurant in Dubai, has just opened, blending Arab and Emirati flavors with a deep respect for culinary heritage. Created by Atelier House Hospitality, known for its innovative dining concepts, and Tashkeel, a UAE-based art and design incubator, the restaurant is housed in a renovated 1987 Dubai building. The space, designed by Kristina Zanic Consultants, features bespoke pieces by UAE-based designers commissioned by Tashkeel, merging tradition with contemporary aesthetics. Led by Chef Ionel Catau, Gerbou also champions sustainability by sourcing organic, local ingredients.

🌀 Our Take: The UAE’s dining scene is world-class, but where does Emirati cuisine fit into the global conversation? While restoring its 1987 Dubai home, Gerbou ran a supper club in parallel: testing ideas, building momentum, and ensuring its vision was fully formed before opening. This signals a shift. Instead of relying on nostalgia or hyper-traditional presentations, Gerbou frames Emirati cuisine as an evolving experience, one that is design-driven, ingredient-focused, and immersive. Backed by Her Highness Sheikha Lateefa Bint Maktoum and Atelier House Hospitality, it challenges the assumption that UAE cuisine is either casual home cooking or a heritage novelty. Fine dining thrives on cultural depth and storytelling, and Gerbou makes the case that Emirati cuisine isn’t just ready for global recognition, it’s defining its own space. A contender for MENA’s 50 Best? It’s only a matter of time.

🏊‍♂️ After a 40-year hiatus, competitive swimming returns to the Nile as Aquaman Openwater revives the legendary International Nile Swim with a major race in Aswan on February 21-22. The event will see over 500 athletes from 26 countries racing around the historic Philae Temple, positioning Egypt as a rising hotspot for open-water swimming and swim tourism.

🌀 Our Take: Tripadvisor’s latest trend report says travelers want sports, spirituality, and beauty escapes. Aswan just might be the ultimate three-in-one deal. Swim the Nile like an ancient endurance athlete, tap into temple energy for a full-moon recharge, then soak in mineral-rich waters because self-care is timeless. It’s where Ironman meets astrology meets luxury wellness, minus the overpriced retreat in Bali. The opportunity? Aswan isn’t just a historic site: it’s an all-inclusive destination for a rejuvenated body, mind, and soul. Who’s signing up?

Feature Article

The Rise of Food Halls in MENA

Discover how food halls are redefining dining in the MENA region, blending gastronomy, culture, and social connection like never before. From Dubai’s bustling Time Out Market to Riyadh’s luxury Al Mamlaka Social Dining, these vibrant spaces are more than just places to eat—they’re hubs of creativity, community, and economic growth. With Gen Z and Millennials driving demand for immersive experiences, food halls are becoming must-visit destinations that transform how we gather and share meals. Dive into the full article to explore the rise of this culinary phenomenon and why it’s a winning bet for entrepreneurs and investors alike. Written by Omar Ramy, Staff Writer, in collaboration with Ali El Sakhawy.

The Public Conversation

Jeremy Jauncey highlights a $250 billion missed opportunity in the travel industry—social media-driven bookings for tours and activities. While hotels and resorts have mastered visually compelling content, the tours and activities segment lags behind, despite being perfectly suited for impulse-friendly, last-minute purchases. With 50% of mobile tour bookings happening within 48 hours and 70% of activity bookings still offline, there's a massive gap waiting to be filled by direct social commerce. This is thought-provoking because it challenges tour operators to rethink their digital strategy—if hotels can drive bookings through social media, why hasn’t the tours and activities space caught up?

Global Spotlight

🚢 Four Seasons Yachts has officially floated out its first vessel, Four Seasons I, at the Fincantieri Shipyard in Italy, marking a major milestone ahead of its maiden voyage in January 2026. Now entering its final construction phase, the 95-suite luxury yacht is set to redefine ultra-premium travel at sea. Among its standout itineraries is the Grand Mediterranean voyage, which will take guests on an exclusive journey through Casablanca, Lanzarote, and other sought-after destinations. Looking to book? Starting from $24,000 USD per suite, you can make the trip (we did the research so you don’t have to). Designed to offer a residential-style yachting experience, Four Seasons I blends the brand’s signature hospitality with bespoke maritime luxury. With this launch, Four Seasons is making a bold entry into the high-end cruise space, setting new standards for personalized ocean travel. 

On Our Radar

📌 Ras Al Khaimah is hosting a month-long cultural festival at Al Jazeera Al Hamra Heritage Village, featuring art installations, workshops, talks, film screenings, and food pop-ups.

📌 Launching in November 2025, Alakhutah—a visionary project backed by Turki Al-Sheikh—will offer an immersive journey through Saudi Arabia, retracing the Prophet Muhammad’s path from Mecca to Medina, blending history, culture, and storytelling into a one-of-a-kind experience.

📌 Morocco's Minister of Tourism, Fatim-Zahra Ammor, announced that the country has achieved a record 12.9 million tourist arrivals in 2023, surpassing pre-pandemic levels and highlighting Morocco's resilience and appeal as a premier travel destination.

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