ATM 2024: Sustainability top of mind for consumers in Middle East

Slow travel, sustainability, technology and dupe holidays among future trends

Consumers are willing to spend up to 31 percent more on hospitality companies that execute sustainable practices, travel and tourism experts say.

The sentiment was shared as part of the opening session of the Arabian Travel Market (ATM) 2024 entitled Trends Shaping the Future of Hospitality in the Middle East.

Aimed at discussing the complexities of navigating the transformation of hospitality, the forum saw senior representatives from IHG Hotels and Resorts, Marriott International, Four Seasons Hotels and Resorts, Banyan Tree Dubai, Mastercard and Silkhaus come together to strategize how the industry can future proof travel and hospitality businesses in the region.

Slow travel, which is made up of sustainable, mindful, and low impact travel, sustainable practices and the use of AI and data to enhance the travel experience emerged as the key actions from the forum.

“The COVID-19 pandemic has changed the way generations choose to travel, with outdoor adventure now taking the No. 1 spot away from ‘beach, sun and sand’,” said Haitham Mattar, Managing Director, Middle East, Africa and South West Asia, IHG Hotels & Resorts, who initiated the session. 

“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.”

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

He concluded by highlighting how innovation in the hospitality industry is triggering the pace of digitalisation. 

"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 traveler's experiences," he added.

Echoing Mattar’s sentiments, Marriott International’s Chief Operating Officer, Middle East, Sandeep Walia added the rise of dupe destinations – similar to traditional holiday destinations but closer in geography – as another key trend, as outlined in the Marriott Bonvoy Travel Trends 2024 and Beyond report. 

ATM 2024 is being held at the Dubai World Trade Centre (DWTC) and concludes on Thursday (May 9).