The subtle luxury shift taking shape in the UAE

Campaign ME

2 days ago

Remember when we thought that luxury was all about the designer labels you wore, the car you flaunted and the places you dined at? Well, that is now a tale as old as time. But don't get me wrong – it's not entirely untrue.
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.