Hospitality leaders will gather at Arabian Travel Market (ATM) 2026 to examine how hotels are adapting to changing guest expectations, evolving traveller behaviour and a rapidly transforming market through personalised experiences, innovation and long-term investment.

Taking place from September 14-17, 2026 at Dubai World Trade Centre under the theme ‘Travel 2040: Driving New Frontiers Through Innovation and Technology,’ ATM will bring together hospitality leaders to explore how hotels are responding to changing consumer behaviour while strengthening resilience across the Middle East and other key markets.

According to Haitham Mattar, Managing Director, India, Middle East & Africa, IHG Hotels & Resorts, continued tourism growth and sustained investment across the region are reinforcing confidence in the hospitality sector.

Mattar said: “We're extremely confident about the Middle East. It's one of the fastest-growing tourism regions around the world. We've seen continued growth linked to the investment being made in tourism, whether it's in the UAE, Saudi Arabia or Egypt. These are long-term investments, and that's what gives us confidence in our people, our owners, our products and our brands across this diverse and complex region.”

With governments continuing to invest in tourism infrastructure and destinations expanding their offerings, hotel operators are increasingly focused on building resilient and adaptable business models.

At the same time, changing traveller preferences are prompting greater emphasis on personalised experiences, wellness and lifestyle-led offerings.

Mattar highlighted the sector's ability to withstand market changes, saying: “The hospitality industry in the region is resilient, and we are confident it will bounce back.”

He also pointed to the changing expectations of a new generation of travellers, who increasingly value experiences alongside accommodation.

“No two travellers are the same. People are no longer simply looking for a room; they're looking for experiences. Whether it's gastronomy, outdoor adventure, wellness, culture or heritage, these experiences have become major motivators for travel. Hotels are responding by becoming experts in creating and recommending experiences that are authentic and meaningful.”

These trends will be explored throughout ATM's conference programme. On the Global Stage, “Does the Hospitality Industry Need Reinventing?” will examine how operators are responding to commercial changes through asset repositioning, wellness, branded residences, mixed-use developments and experience-led programming.

The session will feature Amir Golbarg, Chief Operating Officer, Minor Hotels, and explore changing investment priorities shaping the sector.

The Future Stage will host “Decoding Hospitality Growth – What Do Today's Travellers Want?”, bringing together Hala Matar Choufany, President MEA & South Asia, HVS; Justin Reid, Senior Director of Global Partnerships, Tripadvisor; Jad Shamseddin, Chief Operating Officer, Aleph Hospitality; and Sarah Duignan, Director, Client Relationships, STR.

 The session will examine how hotels are creating personalised experiences that combine wellness, culture, connection and value.

Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said: “These insights reflect many of the trends shaping the global hospitality industry today. Across the Middle East, investment continues to accelerate while traveller expectations are becoming increasingly experience-led, personalised and wellness-focused. Through a range of dedicated sessions, ATM provides a platform for the industry's leading voices to explore these changes, share practical strategies and build the partnerships that will drive the future of hospitality.”

Major brands exhibiting at ATM 2026 will include IHG Hotels & Resorts, Accor, Minor Hotels, Rotana, Hilton, Jumeirah, Mandarin Oriental, Four Seasons Hotels & Resorts, Rixos Hotels and Sofitel, alongside tourism authorities, destinations and hospitality technology providers.

Technology will also take centre stage through ATM Travel Tech, showcasing innovations including AI-powered personalisation, predictive guest services, robotics, immersive technologies and smart hospitality solutions.

These technologies are helping hotels create more seamless, personalised stays while improving operational efficiency.

By bringing together hospitality leaders, technology innovators and tourism decision-makers, ATM 2026 will examine how innovation, resilience and evolving guest expectations are shaping the future of hospitality across the Middle East and beyond. -TradeArabia News Service