Luxury travel experts convened at Arabian Travel Market (ATM) 2024 in Dubai to delve into strategies for standing out in the Middle East’s bustling luxury travel sector. As the event drew to a close at the Dubai World Trade Centre (DWTC), panelists at the luxury summit emphasised the importance of authenticity, personalisation, and elevating the guest experience to set brands apart in a crowded marketplace.

Discussions highlighted the necessity for luxury brands to cultivate common values and genuine experiences across their properties, transcending mere architectural distinctions. From the language employed in brand messaging to the integration of local heritage and culture within each hotel, industry leaders stressed the significance of crafting unique value propositions for guests.

Key figures at the summit, such as Claudia Kozma Kaplan from Raffles, Richard Alexander from The Lana (Dorchester Collection), Michael Grieve from Jumeirah, and Marco Franck from Boutique Group, shared insights on achieving premium status in an oversaturated market. Moderated by John O’Ceallaigh, Founder of The Luxury Travel Edit Limited, the session underscored the trend of luxury brands infusing their establishments with local art, music, and cuisine to create distinctive experiences.

Furthermore, panelists emphasised the importance of effective recruitment and retention strategies in fostering teams capable of delivering hyper-personalised service. Summit attendees were advised on the significance of retaining detailed guest preferences, from favorite dishes to special occasions, to ensure unparalleled guest satisfaction.

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, noted the industry’s quest for differentiation in the competitive luxury hospitality landscape. The event witnessed an exchange of diverse insights, empowering brands to redefine modern luxury for their discerning clientele.

In parallel sessions, ATM attendees shared knowledge with aspiring travel professionals at the Network with Future Leaders session, while the Sustainability Summit explored pressing topics such as COP 28 Unpacked and leveraging sustainability in luxury markets. The event concluded with a forward-looking discussion on The Top Trends to Tap in 2024, underscoring the industry’s commitment to innovation and sustainability.