FHS reveals six trends shaping the...

AI adoption, sustainability and alternative asset classes in spotlight at FHS World 2025 in Dubai

The hospitality industry is at a tipping point in 2025 as it adapts to changing tastes, technology and travellers.

With Future Hospitality Summit - FHS World on the horizon, more than 45 senior hospitality leaders of the World Advisory Board convened to discuss the state of the industry and shape the agenda for the event.

Being held from 27-29 October 2025 at Madinat Jumeirah in Dubai, FHS World will show the hospitality industry at a critical juncture, with both opportunities and challenges ahead.

The theme this year is ‘Invest in our Future’.

The FHS advisory board, made up of hotel operators, owners, consultants and investors, have identified six key trends to be addressed at FHS World in October with a programme of insights and practical advice to support these areas.

These are the six key trends:

Shifting demographics Travellers today demand increased personalisation, instant service and bespoke experiences and the industry must adapt and rethink guest experience. On top of changing preferences, travellers are more diverse, especially from emerging markets such as India, China and Africa. This requires a deeper understanding of individual market motivations, cultures and expectations.
Clock is ticking on tech The digital transformation driven by the COVID-19 pandemic gathers pace with the rapid developments in artificial intelligence (AI). The board believes the industry is lagging when it comes to AI adoption, missing out on huge potential.
Understand the needs of hotel owners Addressing hotel owners’ key concerns and challenges should be an industry priority. The board believes there is demand for a forum dedicated to this, with topics including maximising return on investment, brand dynamics and negotiating with third-party operators.
New partnership models and alternative asset classes New partnership models should be explored, such as operating partners and integrated investment platforms, to attract foreign capital and boost returns. Alternative asset classes including branded residences, co-living spaces and student accommodation are also all proving popular.
Make meals into moments Hotels have to rethink their food and beverage (F&B) offerings and go beyond serving meals to instead delivering immersive experiences. This shift requires new concepts, a deep understanding of trends and a more creative approach.
Sustainability – less talk, more action The discussion on sustainability needs to tackle the wider environment and social impact of the industry, according to the board. The focus should shift to genuine accountability, measurable metrics and the adoption of industry best practices.

As the region’s leading hospitality and tourism investment event, FHS World welcomed a record 1,596 attendees in 2024, from more than 60 countries.

Before heading to Dubai, FHS Saudi Arabia takes place from 11-13 May 2025 at the Mandarin Oriental Al Faisaliah in Riyadh, where the industry will gather under the theme ‘Where Vision Shapes Opportunity’.

Entering its 20th year, FHS World is the region’s leading hospitality and tourism investment event, previously known as the Arabian Hospitality Investment Conference (AHIC). Both events are organised by The Bench.

For more information, visit www.futurehospitality.com/world

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