The past five years have seen major changes in how travelers book and select hotels. Shifts in discovery methods, guest expectations, and the pressure on businesses to keep up have forced hoteliers to rethink their strategies. At this year’s Arabian Travel Market, a group of top industry leaders will address a central issue: whether the sector is truly adapting or merely discussing the challenges.
The session, titled “Determining Growth: How Hospitality Can Adapt to New Traveler Needs,” is scheduled for Monday, September 14 at 12:40 PM on the Future Stage. It will gather specialists in data, distribution, investment, and operations to analyze the industry’s direction. The discussion will move beyond general industry talk, focusing instead on concrete obstacles and opportunities influencing guest behavior.
Among the participants is Justin Reid, Senior Director of Global Partnerships at TripAdvisor, who manages destination growth across EMEA and APAC. His experience spans hotels, online travel agencies, and non-travel categories, providing a data-backed view of changing consumer priorities. Sarah Duignan, Director of Client Relationships at STR, began her career in hotel operations—handling front desk, reservations, and event management—before shifting to benchmarking and advisory roles.
Hala Matar Choufany, President of HVS Middle East, Africa, and South Asia, has over two decades of experience in valuations, acquisitions, and asset management. Jad Shamseddine, Chief Operating Officer for the Middle East at Aleph Hospitality, has 25 years in the field, including overseeing 45 hotel openings across the region. The session will be led by Lisa Jerejian, a former luxury hospitality executive now heading communications for Hospitality Services.
Middle East’s Hotel Boom Under Scrutiny
The Middle East is seeing unprecedented hotel development, but the panel will question whether the region is truly leading in adaptation or merely expanding without addressing deeper guest needs. The conversation will cover traveler behavior data, investment trends, and operational adjustments, all viewed through a regional perspective.
Unlike many industry talks that dwell on broad trends, this discussion will challenge common assumptions. Each expert brings a distinct angle, data analysis, benchmarking, investment, and operations, which should produce a more detailed examination. For hotel owners, investors, and brand planners in the area, the insights may help identify where to concentrate efforts.
Flexibility vs. Outdated Booking Practices
Modern travelers value flexibility, authenticity, and smooth booking processes. The move toward mobile-first discovery and direct reservations has altered how hotels compete. Still, many properties continue using outdated methods, assuming brand recognition or location alone will sustain demand. The panel will assess whether the industry is meeting expectations or if the divide between guest demands and operational practices is growing.
The session’s timing is important. With the Middle East’s hotel pipeline at record levels, the debate could clarify whether new projects match current consumer preferences. Without adjustments, even high-profile openings may struggle to perform. The panelists’ varied expertise suggests this will yield practical advice rather than general observations.
Attendees will focus on actionable outcomes: refining brand strategies, enhancing guest experiences, and making investment choices that reflect today’s traveler habits. The aim is not just to recognize changes but to implement them, before the next shift in expectations redefines the market.
The panel will conclude with a live audience poll on the biggest adaptation challenge.
