The subtle luxury shift taking shape in the UAE
Much like every other podcast preaching 'looks are not everything' when it comes to relationships, the same goes for this exclusive realm of living. There is so much more to luxury than what meets the eye, especially in a city like Dubai.
Recently, the UAE has been welcoming a largely affluent, young audience who come in search of luxury experiences like no other. While the more obvious answers come in the form of extravagant resorts, yacht cruises and so on, there are some that aren't so surface-level.
According to Booking.com, 77 per cent of Gen Z and 72 per cent of millennials are on the lookout for authentic and personalised experiences. Lucky for them, the UAE has a rich heritage and culture that is front and centre, in a tangible and intangible way. The Al Maha Desert Resort keeps the aesthetics of the country's Bedouin history alive while combining it with luxurious amenities.
'Luxury is not something we have to reach for; it's at our fingertips here in the UAE.'
The Emirati fragrance culture is also intertwined with modern luxury, holding Oud and Bukhoor at the heart of it all. Homegrown luxury perfume brands such as Ajmal Perfumes and Abdul Samad Al Quraishi not only focus on craftsmanship but also on traditional rituals such as Mukhalat, the art of scent layering.
It's not just about the perfumes that smell good; it's also about feeling good. Self-care is the greatest investment of them all and another great testament for how luxury is not just about what's on the outside. Both residents and tourists alike can splurge on wellness treatments and cosmetic procedures, with a strong trend towards treatments that are pricier yet personalised and high-tech.
For example, Beit Sisu consists of private suites with built-in cold plunges, infrared saunas and red-light therapy towers. The Zoya Health retreat is a luxury stay with personalised detox programmes focused on holistic wellness methods, including Ayurveda.
Let's get a little corny now: it is a luxury for so many diverse nationalities to be able to co-exist together here in the UAE. It is impossible to live in a bubble while you're here in the country, as you can access different cultures and celebrations with ease. For years now, events like Sikka Art Festival and Sole DXB have successfully brought people together to bond over art, music and food.
Moreover, the Emirati community truly considers hospitality as a sacred value and has quite literally opened their doors to bring people together through small businesses of their own, such as Poteto and Juntas.
Luxury is not something we have to reach for; it's at our fingertips here in the UAE. Running out of gas? Cafu comes to your car, wherever you may be. A valet service at almost every other restaurant or leisure experience, food or groceries being delivered in 15 minutes, kids being able to go to and from school in private buses – convenience has been established at every nook and corner for our own peace of mind.
Intimacy in a platonic sense, where you feel seen and appreciated, is another virtue that makes an experience even more luxurious. For example, walking into Moonrise and being able to connect with the chef on a one-on-one basis somehow makes the dinner experience feel more exclusive.
Clutching your pearls is not really a thing here, and that is a luxury we don't give enough credit to. As of 2025, the UAE has been ranked the second-safest country in the world according to Numbeo's Safety Index. In terms of cities, Dubai and Abu Dhabi are consistently recognised as the happiest cities in the Arab region, according to the World Happiness Report. Feel rich yet? I hope so.
True luxury is found in the preservation of heritage amid futuristic skylines, in the warmth of Emirati hospitality that bridges countless cultures, in a scent that tells a story or a sense of security that is irrevocably priceless. So, the next time you think of luxury, know that it's evolving beyond the obvious.
By Catherine Bannister, Chief Strategy Officer, and Aneeta Aby, Senior Strategist, TBWA\Raad.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Web Release
4 hours ago
- Web Release
BACK TO CAMPUS, THE HOLLISTER WAY
Hollister is bringing the spirit of campus life to Dubai Mall this August with a denim-first, matcha-fuelled takeover that turns Back To Campus into a celebration. Taking place on Thursday 21st August from 4pm to 8pm, the Back To Campus Social is set to be the event of the season for autumn shoppers looking to refresh wardrobes, reconnect with friends and make memories worth sharing. The store will become a dynamic hangout with live DJ sets, complimentary iced matchas and a welcoming atmosphere for the Hollister community and browsers looking for the perfect back to campus wardrobes. Every detail is designed to feel social, trend-forward and unmistakably Hollister – kicking off the semester in signature style. Experience the Hollister store and the pop-up Hollister LAB – a DIY zone for personalising denim, creating bracelets and viral phone charms. Create memories with friends at the branded photo booth and dive into the action with exciting sports-led activations, including the Drop Zone, a reflex challenge inspired by pro athlete training. The Back To Campus Social taps into what matters most to the Gen Z mindset – self-expression, connection and culture-led experiences. With its signature laid-back denim at the core, Hollister continues to evolve with its audience, shaping not just wardrobes but moments that matter. See you at the Social. Head to Hollister, Dubai Mall on 21st August for matcha, content and custom denim, all in one place. It's a first come, first served basis – so come early to avoid missing out!
The National
12 hours ago
- The National
Is hustle culture dead? How Gen Z is embracing slow living
Every morning, Sunaira Sohail, 21, starts her day with a leisurely cup of chai, no screens in sight. For the PR assistant, it's a small daily ritual that helps her feel grounded before work begins. Similarly, product manager Sunidhi Kashyap, 25, starts her day with tea, incense and journaling. It's her five minutes of quiet time. 'For me, slow living means being present and more in tune with my emotions,' says Kashyap. Like many of her Gen Z peers living and working in the UAE, she's consciously shifting her mindset and habits towards slowing down. While fast-paced cities such as Dubai might seem at odds with "slow living", that's precisely why many people who have recently entered the workforce are making an effort to reject so-called hustle culture. Spending time in nature, daily pauses and grounding rituals have become the priority, rather than "proving themselves" with late nights in the office, or overworking in hopes to quickly climb the corporate ladder. 'In a fast-paced world, slowing down is a form of self-care,' says Harley Sabater, a healthcare professional living in Abu Dhabi. Alongside his healthcare role, Sabater also has a decade of experience in conducting gardening workshops, where he has witnessed this shift first hand, noting how Gen Z embrace mindful living and balance. A shift to slower living Hustle culture glorifies non-stop productivity that includes long work hours, side gigs and packed weekends often at the cost of rest. Social media helps to fuel this, equating success with output. But now fomo (fear of missing out) is giving way to jomo (joy of missing out), as people are seeking quieter, more meaningful lives. Shaikha Alhemeiri, clinical psychologist and senior student counsellor at Zayed University, Dubai, says there's been a clear shift in how young people prioritise mental health in the UAE. 'I've noticed more interest in therapy, mindfulness and tackling anxiety and burnout,' she adds. National campaigns, schools and social media have helped normalise these conversations. This generation is more open despite the stigma. Workplaces too are evolving, with wellness breaks and quiet spaces becoming more common. What's driving the shift? Working late and skipping lunch breaks, not so long ago, was equated with professionalism and dedication. But as wellness has entered the mainstream, younger generations are no longer willing to put up with the mental, physical and emotional toll such habits take. Highly stressful situations have often resulted in a "breaking point". Sohail's turning point came during her final university semester, juggling deadlines, internships and the pressure of online presence. 'I didn't realise how much I was pretending I wasn't exhausted,' she reflects. 'I only allowed myself to rest when it started to affect my health.' That recognition marked a new beginning, and for the first time, she gave herself permission to pause. Kashyap had a similar realisation after a year in the corporate world. 'It's easy to get caught up in constant busyness and lose sight of yourself,' she says. After a week of long hours, skipped meals and restless nights, she felt drained. 'My body was exhausted, my mind overstimulated. That's when I knew something had to change.' These pressures are prompting many towards thoughtful living – valuing emotional honesty and stability. The Reward Gateway 2024 Workplace Wellbeing report shows that 18 to 24-year-olds face the highest financial stress (59 per cent), feel most disconnected at work (71 per cent) and are likeliest to consider a job change (37 per cent). While pay matters, many prefer flexible, supportive environments – 44 per cent would choose well-being over a 10 per cent raise. And the global landscape will continue to change as Gen Z's influence within it grows. Many choose entrepreneurship, flexibility and skilled jobs over traditional paths. When entering the workforce, they prioritise autonomy, purpose and growth – and expect workplaces to reflect that. 'There's a noticeable shift in this generation's mindset,' observes Alhemeiri. They are turning inward, building awareness and finding ways to manage stress. 'Going forward, I'd choose better work-life balance over a higher title or salary,' says Kaushik, after three intense start-up years. Gen Z also faces mounting pressures from constant connectivity, says Alhemeiri. 'In the past, global issues appeared on the news occasionally. Now, young people are exposed to distressing headlines all the time.' Add that exposure to constant social media comparisons and unrealistic standards, and their digital worlds feel draining. Like every generation before them, Gen Z also inherits the pressure to appear as though they "have it all together". 'But the truth is, it's totally okay to not be okay.' Real resilience, Alhemeiri explains, is about recognising when things are hard and allowing space to feel. 'That's actually what helps people grow and heal in the long run.' Mindful rituals Micro-practises are key to integrated slow living into the necessities of daily life, from mindful tea-making and crochet to deep breathing sessions. Kashyap prioritises breakfast, takes daily walks, does yoga and follows an evening routine. 'Even small changes like sitting down to eat or stepping outside help me stay grounded.' Sohail, meanwhile, makes time to wind down each evening now. First, by taking time to be offline – reading a book, with music in the background and dim lighting – which makes for a calming setting. "Even baking or tidying helps me feel present," she adds. Others tend to plants or herbs. 'Gardening brings a sense of calm and mindfulness. A single Monstera can spark joy, connection and confidence more than decor, it's a lifestyle shift,' says Sabater. Finding time for connection also helps. 'My best friend and I often talk about rest, presence and just being gentler with ourselves,' shares Sohail. 'Having someone who values the same kind of pace really helps, especially when the rest of the world still feels like it's racing ahead." For those looking to take a leaf out of Gen Z's herb garden, Alhemeiri advices: 'You don't have to change everything overnight, start small, start slow. Five quiet minutes can be enough, give yourself time, be gentle. You're human, not a machine.'
Arabian Business
21 hours ago
- Arabian Business
Why Gen Z in the UAE is rethinking retirement
The classic career arc – decades of work leading to a single, distant retirement, is being reconsidered by a new generation in the UAE. While the concept of ' micro-retirements ' is sparking interest among digitally native Gen Z professionals, it's important to note that this is not yet a widespread movement, but rather an emerging trend that aligns with a growing appetite for flexibility and well-being. Forget the outdated idea that personal fulfillment must be postponed until retirement. The UAE's young professionals, known for their ambition and global outlook, are increasingly drawn to the idea of weaving shorter, intentional breaks into their careers. These pauses, for travel, learning, creative projects, or simply to recharge are becoming part of a broader conversation about what work-life balance should look like. This shift reflects a global change in attitudes toward mental health and holistic living. In the UAE, a hub of innovation and opportunity, there's a palpable cultural shift toward valuing flexibility and personal growth throughout one's working life, rather than waiting for a single, far-off reward. Global inspiration, local opportunity The concept of micro-retirement isn't unique to the Emirates. Around the world, professionals are exploring the idea of taking sabbaticals or shorter, more frequent breaks. But the UAE's progressive policies, thriving gig economy and embrace of flexible work arrangements make it a fertile ground for this trend to take root. With its attractive tax regime, robust digital infrastructure and access to international markets, the UAE is well positioned to support a new generation of professionals who want to integrate career breaks into their life plans. The nation's appeal to global talent and its entrepreneurial spirit further enable this kind of flexibility. Understanding micro-retirement: More than just a break At its core, micro-retirement is about planning and taking shorter career pauses, typically ranging from a few months to a year for personal enrichment. This could mean pursuing further education, travelling, working on passion projects, or prioritising well-being. This approach challenges the long-held belief that significant personal pursuits must wait until traditional retirement. For Gen Z in the UAE, it's about creating a more integrated lifestyle, where work and personal life are interwoven throughout the career journey. The UAE's enabling ecosystem The UAE's economic and regulatory environment is a significant advantage for those considering micro-retirements. The absence of capital gains tax makes investment returns more attractive, while easy access to global investment platforms and a growing number of regional IPOs empower individuals to grow their wealth efficiently. This environment allows young professionals to plan for career breaks without necessarily relying on sporadic income or depleting their savings. By leveraging the UAE's robust financial markets, they can build diversified portfolios that provide both short-term liquidity for breaks and long-term growth for future security. Strategising your finances for micro-retirement Prudent financial planning is essential for anyone considering a micro-retirement. Without a clear roadmap, the risk of financial strain increases. Here are some key steps for building a solid financial foundation in the UAE: Define clear financial milestones: Calculate the funds needed for living expenses, travel, healthcare, and contingency savings. For a 12-month break, this could range from AED 75,000 to AED 100,000, depending on lifestyle. Adopt a dual investment strategy: Balance short-term needs with long-term goals. A diversified portfolio ensures accessible funds for the near term and sustained growth for the future. Automate savings and investments: Consistency is key. Regular, automated transfers to savings and investment accounts leverage compounding and reduce market timing risks. Leverage the UAE's financial infrastructure: User-friendly digital trading platforms make it easy to invest in global markets, even with small initial capital. View micro-retirement as a complement: Micro-retirement is not a replacement for traditional retirement planning, but an integrated component of a broader financial strategy. The future landscape For the UAE's ambitious Gen Z professionals, the possibility of crafting a career with strategically placed breaks is becoming more realistic. While micro-retirement is not yet a mass behaviour, there are clear signs of growing interest and a supportive environment for this kind of lifestyle. The traditional question of ' When will you retire?' is evolving into a more empowering inquiry: ' How can I integrate periods of personal growth and rejuvenation into my career journey? ' In a rapidly changing world, the ability to step back, recharge, and pursue personal passions is increasingly valuable. The UAE, with its dynamic economy and forward-thinking policies, is ideally positioned to be a leading hub for this evolving work paradigm. For those who plan diligently, invest wisely, and prioritise their overall well-being, the vision of a fulfilling life, not just a fulfilling retirement is within reach.
