UAE DAMAC Hotels Recasts Dubai Luxury Stays With AI Cinematic Experiences and New Travel Demand

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Dubai hospitality is entering a new phase where artificial intelligence, flexible partnerships and more personal stays are becoming as important as hotel rooms. DAMAC Hotels says it is responding to this change by using technology more closely, protecting its key travel trade relationships and shaping experiences around different kinds of guests.
Speaking at Arabian Travel Market 2026, a senior DAMAC Hotels executive said interest in the group’s portfolio had been strong. The company received enquiries from business and consumer travel partners. It also saw a healthy number of appointments during the event. The comments point to a more positive mood in the Dubai hotel market after a difficult period for the travel industry.
DAMAC Hotels said occupancies across its assets had improved by double digits over the previous two months. The company did not release exact occupancy figures. Still, the statement shows that it sees a clear rise in demand and is now working to turn that interest into long-term business.

Travel partnerships become a key priority

For DAMAC Hotels, the immediate goal is not simply to fill rooms. It is to strengthen the relationships that bring travellers to Dubai.
The group said it wants to build on partnerships that have worked for a long time. At the same time, it is looking at partnerships that may not have been fully developed in the past. This includes travel companies, agents and other businesses that sell or support hotel stays.
The hospitality market has changed. Travellers now make decisions in different ways. Travel businesses also need to react faster to new demand patterns. DAMAC Hotels said it is reviewing which source markets are performing well for the UAE and how it can work more effectively with its partners in those places.
The Gulf Cooperation Council market remains important. The Commonwealth of Independent States market was also highlighted as a steady source of business. These markets have supported the hotel group over recent months. DAMAC Hotels is also watching other feeder markets that may grow as international travel develops.
The company believes flexibility is essential. A hotel strategy cannot remain fixed when traveller demand, booking habits and market conditions are changing. DAMAC Hotels said its plan must be clear, but it must also be fluid enough to respond quickly.

One portfolio for different types of traveller

DAMAC Hotels is using the variety within its portfolio as a major strength. Its properties are not designed for only one type of visitor.
Paramount Hotels focus on a cinematic experience. The brand uses a Hollywood-inspired style, with live entertainment and a sense of theatre from arrival through to the guest rooms and suites. The hotel experience is designed to feel different from a standard luxury stay.
This style can appeal to guests who want a lively, lifestyle-led holiday in Dubai. It also gives travel agents and tour operators a clear story to sell. The hotel is not only a place to sleep. It is part of the travel experience itself.
DAMAC Maison serves a different need. Its serviced apartments are designed for guests who may need more space, a longer stay or a central location in Dubai. They can suit families, corporate guests and people taking an extended break.
The company said this mix helps it serve both business-to-business and business-to-consumer demand. A family looking for a large apartment has different needs from a visitor seeking entertainment-led luxury. DAMAC Hotels believes it can offer both.

In an interview with Travel And Tour World at ATM 2026, Dean Rossilli, Senior Vice President of Hospitality for DAMAC Hotels & Resorts, said the group saw strong interest from B2B and B2C visitors, with occupancies improving by double digits over two months. He highlighted the importance of GCC and CIS markets, stronger travel trade partnerships and new feeder markets. DAMAC is investing in AI, Amadeus-led technology and emerging search tools as travellers increasingly use AI to plan stays. Its portfolio spans Paramount Hotels, DAMAC Maison serviced apartments and managed assets. Rossilli also stressed tailored experiences, sustainability awards and flexible strategy.

AI is changing the hotel search journey

One of the biggest changes identified by DAMAC Hotels is the growing use of artificial intelligence. In the past, many travellers started with a search engine and then moved to hotel websites, review platforms and online booking pages.
That journey is changing. People are increasingly using AI chat tools to ask where to stay, what to do and which hotel may suit their needs. This means hotel companies must think carefully about how guests discover information online.
DAMAC Hotels said it has invested in AI and technology over the past two to three years. It is now working on ways to use these tools more effectively in its programmes and back-end systems.
The group is working with travel technology company Amadeus. It is also watching new search products from Google, including developing features that may offer wider visibility to travel brands.
The aim is to create a more complete guest journey. A traveller should be able to find useful hotel information, understand the experience and make a choice with greater confidence. For the hotel, AI can help it understand what guests want and respond in a more relevant way.

Guests want stays made for them

DAMAC Hotels said travellers have been asking for more tailored breaks for several years. This applies to holidaymakers as well as corporate travellers.
Guests no longer always want the same package or the same service. They may want more space, a special arrival, entertainment, a long-stay option or a hotel that fits a certain lifestyle. The company said guest feedback helps it make small but meaningful changes to the experience.
This is where the human side of hospitality remains important. AI may help a guest find a hotel. Technology may help a company understand demand. But the guest still remembers how they were treated after they arrived.
DAMAC Hotels said the people serving guests must create a personal touchpoint. The company wants visitors to feel valued, whether they are corporate travellers, long-stay guests or leisure visitors.

Sustainability remains part of the strategy

The company also placed sustainability within its wider hospitality strategy. It said its Paramount properties had received sustainability-related recognition and that further work was continuing across the DAMAC Maison portfolio.
For DAMAC Hotels, the future is not based on one idea alone. It is based on combining stronger travel trade partnerships, faster use of technology, personalised stays and sustainability efforts.
As Dubai continues to attract global visitors, hotel groups will face a simple challenge. They must make the booking journey easier while making the actual stay feel special. DAMAC Hotels is betting that this balance will help it capture its share of the growing market.