Shisha Demand Set to Skyrocket as Nearly 90% of UAE Hospitality Venues Predict Imminent Growth
The UAE hospitality sector is experiencing a shisha boom, with venue owners across the region expecting demand to surge over the next two years, according to new research from AIR, the world's leading social inhalation business.
The study, conducted with 400 hospitality businesses which offer shisha in the UAE, Spain, Germany, and the US, aimed to explore future demand and trends in four of the world's largest and fastest-growing shisha markets. It reveals that 86% of businesses in the UAE expect to see demand for shisha increase over the next two years, with strong backing seen across the region.
With the rising demand for shisha, the research also reveals that businesses are exploring ways to meet evolving consumer expectations and gain a competitive advantage. Four in five (80%) of venues in the UAE say they are open to introducing charcoal-free alternatives, recognizing the value of offering a cleaner, safer and more efficient experience that aligns with the growing focus on health-conscious options.
Furthermore, many UAE venue owners believe such innovation in their shisha offering could significantly improve their operations, with 32% seeing a reduction in staff workload and 27% anticipating its appeal to health-conscious consumers, cleaning charcoal smoke out the ambient air and out of the consumer experience. Significantly, 24.5% expect it to boost revenue.
A major challenge cited by UAE venue owners offering shisha has been complying with local regulations around air quality, emissions, and fire safety, with 80% agreeing that these issues have created hurdles when introducing the product in their premises. As a result, 25% of venue owners view charcoal-free technology as a solution that helps meet these regulatory requirements.
Ronan Barry, Chief Legal & Corporate Affairs Officer at AIR, said:
'Shisha is deeply embedded in the culture and hospitality of the UAE. It's not just a product, it's a centuries-old tradition rooted in community, conversation and connection. But traditions must evolve to thrive, and today's consumers expect a premium experience that also reflects modern standards of quality, health and innovation.
'Venues that embrace new shisha technologies are not only safeguarding that heritage, but enhancing it – offering customers the experience they love, with none of the trade-offs. We're proud to work with hospitality venues across the region to support that evolution and help them future-proof their offering.'
Dani Khairallah, owner at Playa Beach Club in Dubai, recently introduced OOKA Pro to his venue's offering. Commenting on the impact it's had, he said: 'We've always looked for ways to elevate the guest experience at Playa – and discovering OOKA really felt like a match made in heaven. The OOKA Pro is simple to operate, eliminates all the hassle of charcoal and delivers a smooth flavor that our guests love. It perfectly complements the clean, luxurious atmosphere we aim to create. Since introducing it, we've noticed our clientele spending more time at the venue, returning more often, and ultimately boosting our sales – it's been a real game changer for our revenue and how we deliver the shisha experience.'
AIR is committed to leading the way in shisha innovation and customer experience. Just under two years ago it launched OOKA, a revolutionary device that eliminates the need for charcoal, offering a cleaner, safer and more efficient shisha experience to consumers.
Following extremely positive feedback and strong sales, AIR launched OOKA Pro, aimed specifically at hospitality venues. Designed to support up to eight sessions on a single charge – more than double its predecessor – it ensures uninterrupted service, especially in high-traffic venues. It features an LED design with customizable lighting, allowing venues to tailor it to their specific ambiance and enhance the overall customer experience.
OOKA Pro is a step forward in shaping the future of shisha, helping venues offer the cleaner, more efficient service they and their customers' demand – all while preserving the rich traditions that define the experience in the region.
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Web Release
3 days ago
- Web Release
Shisha Demand Set to Skyrocket as Nearly 90% of UAE Hospitality Venues Predict Imminent Growth
The UAE hospitality sector is experiencing a shisha boom, with venue owners across the region expecting demand to surge over the next two years, according to new research from AIR, the world's leading social inhalation business. The study, conducted with 400 hospitality businesses which offer shisha in the UAE, Spain, Germany, and the US, aimed to explore future demand and trends in four of the world's largest and fastest-growing shisha markets. It reveals that 86% of businesses in the UAE expect to see demand for shisha increase over the next two years, with strong backing seen across the region. With the rising demand for shisha, the research also reveals that businesses are exploring ways to meet evolving consumer expectations and gain a competitive advantage. Four in five (80%) of venues in the UAE say they are open to introducing charcoal-free alternatives, recognizing the value of offering a cleaner, safer and more efficient experience that aligns with the growing focus on health-conscious options. Furthermore, many UAE venue owners believe such innovation in their shisha offering could significantly improve their operations, with 32% seeing a reduction in staff workload and 27% anticipating its appeal to health-conscious consumers, cleaning charcoal smoke out the ambient air and out of the consumer experience. Significantly, 24.5% expect it to boost revenue. A major challenge cited by UAE venue owners offering shisha has been complying with local regulations around air quality, emissions, and fire safety, with 80% agreeing that these issues have created hurdles when introducing the product in their premises. As a result, 25% of venue owners view charcoal-free technology as a solution that helps meet these regulatory requirements. Ronan Barry, Chief Legal & Corporate Affairs Officer at AIR, said: 'Shisha is deeply embedded in the culture and hospitality of the UAE. It's not just a product, it's a centuries-old tradition rooted in community, conversation and connection. But traditions must evolve to thrive, and today's consumers expect a premium experience that also reflects modern standards of quality, health and innovation. 'Venues that embrace new shisha technologies are not only safeguarding that heritage, but enhancing it – offering customers the experience they love, with none of the trade-offs. We're proud to work with hospitality venues across the region to support that evolution and help them future-proof their offering.' Dani Khairallah, owner at Playa Beach Club in Dubai, recently introduced OOKA Pro to his venue's offering. Commenting on the impact it's had, he said: 'We've always looked for ways to elevate the guest experience at Playa – and discovering OOKA really felt like a match made in heaven. The OOKA Pro is simple to operate, eliminates all the hassle of charcoal and delivers a smooth flavor that our guests love. It perfectly complements the clean, luxurious atmosphere we aim to create. Since introducing it, we've noticed our clientele spending more time at the venue, returning more often, and ultimately boosting our sales – it's been a real game changer for our revenue and how we deliver the shisha experience.' AIR is committed to leading the way in shisha innovation and customer experience. Just under two years ago it launched OOKA, a revolutionary device that eliminates the need for charcoal, offering a cleaner, safer and more efficient shisha experience to consumers. Following extremely positive feedback and strong sales, AIR launched OOKA Pro, aimed specifically at hospitality venues. Designed to support up to eight sessions on a single charge – more than double its predecessor – it ensures uninterrupted service, especially in high-traffic venues. It features an LED design with customizable lighting, allowing venues to tailor it to their specific ambiance and enhance the overall customer experience. OOKA Pro is a step forward in shaping the future of shisha, helping venues offer the cleaner, more efficient service they and their customers' demand – all while preserving the rich traditions that define the experience in the region.
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Charcoal-Free Shisha Significantly Less Harmful Than Traditional Shisha and Cigarettes, New Study Reveal
The world's first charcoal-free shisha product, OOKA, emits substantially lower levels of harmful and potentially harmful constituents (HPHCs) than both traditional charcoal-heated waterpipes and combustible cigarettes, according to a new peer reviewed study published today in Nature's Scientific Reports. The study provides substantive new evidence that OOKA, developed by AIR, the global social inhalation company behind leading shisha brand Al Fakher, is a breakthrough in harm reduction, delivering one of the cleanest inhalation experiences currently available without any compromise on flavour and experience for users. Conducted by ISO 17025 accredited ASL Analytic Service Laboratory GmbH in Germany, the study tested emissions from OOKA across 37 toxicants, including carbon monoxide, aldehydes and tobacco-specific nitrosamines (TSNAs) – chemicals associated with serious health risks such as cancer, cardiovascular and respiratory disease. When tested, emissions from OOKA showed zero detection of many of the most harmful by-products of combustion – including carbon monoxide, benzene, toluene and benzo[a]pyrene – substances typically found in both cigarettes and charcoal-heated shisha. The study also showed that emissions of key aldehydes – including acrolein, acetaldehyde and formaldehyde – were reduced by up to 96% in the charcoal-free device compared to traditional shisha. When typical real-world consumption is factored in, toxicant exposure was estimated to be up to 100 times lower than cigarette smoking. Compared to other formats such as heat management devices (HMDs) used with traditional waterpipes and heated tobacco products (HTPs), the charcoal free shisha device consistently outperformed across most toxicant measures. Furthermore, in contrast to the habitual daily use of cigarettes, toxicant exposure from even traditional shisha use is proven to be significantly lower due to both the chemical profile of the aerosol and to its infrequent consumption – typically once or twice per week. As a result, most users' total intake from waterpipe smoking is substantially reduced. Dr Ian Fearon, co-author and a leading global expert in the scientific basis for tobacco harm reduction commented: 'These findings have significant implications, not just for public health but also for shisha regulation and consumer understanding. Misconceptions around waterpipe use have gone unchallenged for too long, and studies like this help bring clarity and credible data to a rapidly evolving category.' Ronan Barry, Chief Regulatory & Legal Officer at AIR, further commented: 'The OOKA was designed to deliver a modern shisha experience that doesn't compromise on enjoyment, while significantly reducing exposure to toxicants. By removing charcoal and precisely controlling heating temperatures, we've virtually eliminated most of the high-risk compounds typically associated with waterpipe use. 'I hope that the findings in this study will stimulate new conversations and open new avenues for charcoal-free shisha devices to be rolled out further around the world, in line with the anticipated increase in consumer demand. We are ready and willing to partner with decision makers and authorities, and engage in open and transparent dialogue, to make this a reality.' As the first electronically heated shisha system, OOKA represents a major advancement in inhalation technology – providing a charcoal-free, smoke-free experience without compromising flavor or ritual. The product's multi-patented design eliminates combustion-related toxicants while offering consumers a consistent and premium experience. The research supports existing studies that suggest waterpipe use may result in lower exposure to harmful chemicals than cigarette smoking. The findings also affirm OOKA's potential to be a category-defining product that aligns with broader harm reduction strategies across the tobacco and nicotine industries. As regulators and health authorities worldwide continue to evaluate alternatives to combustible products, AIR remains committed to science-backed innovation and transparent engagement to support evidence-based decision making
