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Feature - Hospitality
Redefining hospitality The COVID-19 pandemic has provided the hotel industry with an opportunity to explore new trends and take fresh paths to innovation, all the while delivering on its promise of exceptional experiences The global hotel industry has a long way to go before it can return to some form of normalcy and reach its pre-pandemic peak. But the region continues to stand out in the cycle of recovery. Recent industry research conducted by STR and Colliers International showed that hotel performance in the Middle East improved consistently in the face of challenges posed by the pandemic. In the UAE especially, the market surpassed several others around the world. STR data revealed that the UAE recorded an average occupancy of 51.7 percent and an average daily rate (ADR) of US$114. Efforts to control the spread of COVID-19, the ease of restrictions within the country, strong domestic demand and local carriers
opening to more destinations aided the industry’s recovery efforts. A closer look at STR data reveals that some Middle Eastern markets also showed year-over-year growth in the metrics, an uncommon occurrence since the beginning of the pandemic and its impact on the global economy. For instance, in Abu Dhabi, the hotel industry’s 2020 performance levels closely trailed the pre-pandemic levels of 2019, and on some days, the market showed year-over-year growth. In November 2020 alone, Abu Dhabi posted the UAE’s highest occupancy level of 64.6 percent. Furthermore, the New Year’s celebrations in Dubai saw hotels running average occupancies of 76 percent
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ATM 2021_FEATURE_Hotel Summit.indd 22
5/17/21 12:56 AM
