The recent Advisory Board meeting for the Future Hospitality Summit - FHS World 2025 offered a treasure trove of insights, recommendations, and strategic ideas aimed at shaping the upcoming event into an industry-defining gathering.

The meeting brought together esteemed industry leaders, including hospitality management leaders, investors, operators, and developers, at the stunning Tagomago in Dubai. A special thanks to RIKAS Hospitality for graciously hosting us for this productive day. The discussions transitioned into a relaxed and breezy evening, where attendees enjoyed networking in a laid-back atmosphere.

Here's a look at the key insights and takeaways shared by the board:

Global Hospitality Trends

Philip Wooller, Area Director - Middle East and Africa for STR provided an insightful snapshot of the industry's performance:

• Global Demand: There’s an 8% increase from 2019, though growth has tapered off.
• Occupancy Rates: The Middle East leads at 71%, surpassing Europe (70%). Dubai ended 2024 with a remarkable 78% occupancy.
• Average Daily Rates (ADR): The Middle East boasts the highest ADR at $169, followed by Europe and the US at $162. Cities like Paris and Dubai have seen significant ADR growth since 2019 (+58% and +26%, respectively).
• Profit Margins: While demand and ADR are rising, increasing labour costs have impacted profitability.

FHS World 2025: What to Expect

The Advisory Board shared their insights and recommendations, reflecting on the industry's current performance and future trajectory.

Their suggestions focused on optimising key features, such as the newly introduced Arena Exhibition, which debuted in 2024, and enhancing the impact of the Investor Lounge. They also emphasised boosting investor engagement through exclusive, year-round events tailored for investors.

The 2025 summit aims to draw a more diverse international audience while honouring its remarkable 20-year legacy in the UAE.

Top Themes and Advisory Board Recommendations

1. Owners Forum

A recurring suggestion was a closed-door forum for hotel owners to discuss challenges and best practices. Topics like negotiating with operators, managing construction costs, and maximizing ROI are in high demand. Attendees also highlighted the importance of follow-up sessions with operators to foster dialogue.

2. AI and Technology

AI's transformative potential was a hot topic. Industry leaders expressed concern over lagging adoption:

• Practical sessions like "AI for Dummies" and hands-on boot camps were suggested.
• Learning from more advanced industries (e.g., retail, airlines) could provide a roadmap for integrating AI into operations and guest experiences.

3. F&B Strategy

The need for data-driven decision-making in F&B concept development was evident, with calls for:

• Workshops on market analysis and trends.
• Panels featuring F&B experts, owners, and operators.
• Answering simple questions like, “How many restaurants to have in a hotel?”, or “What cuisine to serve?”, based on accurate data points.

4. Shifting Demographics

With emerging markets like India, China, and Africa driving new travel behaviours, there’s a need to understand evolving guest profiles better. Advisory board members suggested:

• Sessions on adapting to changing travel motivations and spending patterns.
• Case studies showcasing successful strategies in catering to diverse demographics.

5. Sustainability Beyond Basics

The conversation around sustainability has shifted from marketing buzzwords to measurable impact. Suggestions included:

• Sessions highlighting tangible sustainability metrics.
• Case studies of hotels and destinations excelling in sustainability.

6. Alternative Asset Classes and Partnerships

With rising interest in co-living, branded residences, and purpose-built student accommodation, there was a strong call for:

• Dedicated sessions exploring these asset classes.
• Case studies and panel discussions on partnership models that enhance returns.

Audience Preferences and Event Differentiators

A live poll run during the Advisory Board meeting revealed attendee aspirations:

• Inspirational Speakers: Names like Tim Clark (Emirates), Brian Chesky (Airbnb), and Bill Gates were popular.
• Networking: Stronger networking opportunities and AI-powered matchmaking were prioritised.
• Unique Experiences: Ideas included beach settings, full-service concierge, and competitions around technology innovation and F&B concepts.

Closing Thoughts

The advisory board meeting underscored a collective ambition to make FHS World 2025 a landmark event. By addressing industry pain points, celebrating innovation, and fostering authentic conversations, the 20th-anniversary edition is set to elevate the global hospitality investment conversation.