MALT Congress unveils top trends for Mideast luxury travellers
The 13th Annual Meetings Arabia & Luxury Travel (MALT) Congress, opened in Abu Dhabi on Wednesday (Feb 19) bringing together key players in the business, luxury travel and meetings industry to discuss the evolving trends shaping the future of outbound travel from the Middle East.
Organised by QnA International and in partnership with the Host Sponsor - Abu Dhabi Convention & Exhibition Bureau (ADCEB), the event will continue tomorrow.
The event highlights the region's growing influence on global luxury travel, driven by a 21.6% increase in outbound travel spending in 2024, according to the World Travel and Tourism Council.
The top 10 trends shaping Middle Eastern outbound MICE & luxury travel, highlighted by industry leaders at MALT Congress 2025 are:
1. Experiential Luxury: Beyond opulence: Middle Eastern travellers are shifting from traditional luxury to immersive, culturally rich experiences. Stephanie Tanpure, Vice President of Sales at Sands Resorts Macao, highlighted the importance of private VIP experiences and seamless comfort, including halal dining and Arabic-speaking staff.
'We have observed a strong shift toward high-end, immersive, and family-oriented travel among Middle Eastern visitors, with a focus on exclusivity and personalised experiences. Affluent travelers from the region increasingly seek private villa-style accommodations, VIP shopping, fine dining, and experiential travel that blends luxury with cultural and entertainment elements.' she adds.
2. Growing interest in winter holidays and cooler summer destinations: 'We are experiencing two main trends among Middle Eastern travellers into our destinations. First is a growing interest in winter holidays, particularly those centered on snow activities and the allure of the Northern Lights. In response, we carefully curate experiences that seamlessly blend the expectations of luxury, exceptional service, and premium amenities with the excitement of active, adventure-led getaways. Secondly, we are seeing increasing demand for cooler summer destinations, with travelers seeking mild climates where temperatures do not exceed 25°C," shares Erna Evudottir, Co-Founder & CEO of Destination Complete.
3. Multi-generational travel: Catering to all ages: Family travel remains a cornerstone, with a focus on multi-generational trips. Andrew Gomes, Head of Sales at Royal Caribbean International, noted the surge in demand for family-centric travel, with accommodations and activities designed to cater to diverse age groups. Sergey Mandryka, Business Development Manager at Viadi Group SA, also pointed out the growing interest in family trips that incorporate immersive experiences, like husky sledding, helicopter tours, and curated excursions, to enhance their stay.
4. Wellness and holistic travel: A growing priority: Wellness tourism is on the rise, with travellers prioritising health and well-being.
'A growing segment is seeking wellness-focused travel. This encompasses everything from yoga retreats and spa breaks to mindful travel experiences that connect travellers with nature and promote inner peace'' shares Jennifer Charlton: SVP Trade Sales & Business Development, UK & EMEA, Abercrombie and Kent. Natali Oniani, Business Development Coordinator at GNTA, also noted the growth in wellness tourism, particularly in destinations like Georgia that offer unique cultural and wellness experiences.
5. Hyper-personalisation: Tailored to perfection: Generic luxury is out; hyper-personalisation is in. Elena Kosmina, Managing Partner at Qunota Travel Limited, stressed the importance of tailored itineraries, private butlers, and exclusive access to meet the expectations of discerning travelers. 'We collaborate with luxury brands, wellness retreats, and eco-friendly operators to provide diverse, high-value experiences," shares Elena. Shafiul Syed, CEO of Royal Jet, emphasised the demand for premium private jet services with personalisation, ensuring privacy and uninterrupted connectivity.
6. Emerging Destinations: beyond the beaten path: "Middle Eastern travellers are among the most well-travelled individuals in the world, having extensively explored traditional luxury destinations. As a result, they are increasingly seeking new inspirations, unique experiences, and untouched destinations that offer something beyond the familiar," shares Robin Eichmueller, Regional Director of Sales, Orascom Hotel Management. Carlos Ruiz Gonzalez, Director of Spain Tourist Office for GCC Countries, reaffirmed the allure of new vistas and highlighted the promotion of eco-friendly travel and lesser-known regions in Spain. A&K's Jennifer Charlton: SVP Trade Sales & Business Development, UK & EMEA, adds: 'While traditional European hotspots remain popular, Middle Eastern travellers are increasingly adventurous, seeking out new and undiscovered destinations.'
7. Culinary Tourism: A feast for the senses: Food is central to the travel experience indicated by a growing interest in culinary tourism. Andrew Gomes also emphasized the role of halal-friendly dining and immersive cultural experiences for Middle Eastern travelers on their most popular sailings. "The Hong Kong Tourism Board (HKTB) has launched a transformative initiative to establish Hong Kong as a top Muslim-friendly travel destination with a focus on food offerings as Muslim-friendly or halal-certified, along with assessing and certifying attractions, hotels, MICE venues," shares Becky Ip, Deputy Executive Director Hong Kong Tourism Board.
8. Sustainability and responsible travel: A new mindset: Sustainability is becoming a key consideration. Carlos Ruiz Gonzalez emphasised the promotion of eco-friendly destinations and authentic cultural experiences. Erna Evudottir, Co-Founder & CEO of Destination Complete, also noted the growing interest in sustainable and culturally rich Scandinavian luxury experiences. Another growing trend is of trips around global events, such as sports championships, cultural festivals, and seasonal highlights like cherry blossom viewing or winter escapes. 'While Eid and regional holidays remain peak travel periods, travel in the colder season is increasing,' adds Elena Kosmina, Managing Partner, Q Travels.
9. Luxury shopping and high-end retail: A key attraction: Luxury shopping remains a significant draw. Stephanie Tanpure highlighted the importance of high-end retail destinations, such as The Shoppes at Londoner Macao, offering VIP services and private shopping experiences. Natali Oniani concurred pointing out the growth of high-end retail and luxury hospitality in Georgia.
10. Tech-Driven Convenience: Seamless connectivity: Middle Eastern travellers expect uninterrupted connectivity and advanced technological amenities. Shafiul Syed noted the importance of in-flight connectivity and personalised entertainment. Becky Ip, Deputy Executive Director of Hong Kong Tourism Board (HKTB), also emphasised the need for cultural inclusivity and luxury experiences, supported by seamless technological integration.
Summarising the comprehensive industry feedback, and reflecting on the upcoming event, Sidh NC, Director of QnA International, says: 'Future travellers will look beyond luxury accommodations — they will crave immersive, exclusive, and seamless experiences that transform the very idea of travel.'
The highlighted trends, along with key discussions such as the evolution of travel through heritage, innovation, and shifting expectations; the art of curating authentic, luxurious, and holistic hospitality experiences; and the rise of the Middle East as a dominant force in outbound luxury travel, will be explored in depth during the two-day conference in Abu Dhabi. - TradeArabia News Service
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