In the lead up to the Future Hospitality Summit – FHS World 2025, taking place at Madinat Jumeirah in Dubai next week from 27-29 October, we asked several industry partners about what’s next for hospitality investment in line with this year’s event theme: “Where Vision Leads, Investment Follows.”

The hospitality industry thrives on vision. It is vision that determines where new destinations emerge, how hotels evolve, and why investors place their confidence in certain markets or brands. As we look to 2025 and beyond, the principle that where vision leads, investment follows has never been more relevant.

Across the Middle East, governments are articulating ambitious long-term strategies such as Saudi Arabia’s Vision 2030 and Dubai’s D33, where hospitality is not a peripheral sector but a cornerstone of economic diversification. This scale of vision attracts capital on an unprecedented level.

Investors are not simply funding hotels; they are backing entire ecosystems that bring together infrastructure, culture, entertainment, and community. It is a reminder that hospitality has become inseparable from the region’s broader socio-economic growth story.

Investing in Operational and Technological Infrastructure

Alongside capital flows into destinations, there is a growing recognition that investment in operational and technological infrastructure is equally decisive. Today’s most resilient hotel groups are those that have directed resources toward future-ready systems: platforms that enable data-driven decision making, digitised operations that drive efficiency, and booking journeys that are intuitive and personalised.

At Rotana, initiatives such as reimagining our digital booking channels, adopting operational platforms to enhance agility, and integrating real-time revenue intelligence reflect a wider belief that technology is not just a support function; it is the foundation of long-term competitiveness.

Technology also represents an opportunity to reimagine the guest relationship altogether. Artificial intelligence, predictive analytics, and advanced revenue platforms are enabling hotels to understand demand patterns, tailor offers in real time and create journeys that feel seamless across digital and physical touchpoints.

For investors, this demonstrates not only operational efficiency but also the potential for stronger, more resilient revenue streams. In this sense, every step forward in digital transformation is also an investment case, which is proof that hospitality can adapt quickly to evolving traveller expectations while safeguarding long-term value.

Human Capital as the Cornerstone of Service

But vision and investment extend beyond buildings and systems. The most critical investment of all is in human capital. No matter how advanced the infrastructure, it is people who bring hospitality to life.

Developing, attracting, and retaining talent ensures that service remains authentic, guest experiences remain meaningful, and brands maintain their identity as they expand. For investors, the presence of a skilled, empowered workforce is as compelling as any financial return. This is particularly true in markets where rapid development is outpacing the availability of talent, making investment in people a cornerstone of sustainable growth.

Sustainability as an Investment Imperative

Sustainability intersects with all these layers. Increasingly, capital is directed toward ventures that demonstrate measurable environmental and social impact. At Rotana, this has meant embedding sustainability across both operations and guest experiences, from reducing water and energy use to eliminating single-use plastics.

These steps, while operational in nature, carry direct investment significance: they enhance resilience, strengthen trust, and align with the expectations of regulators, partners, and increasingly conscious travellers. Every measurable saving, from litres of water conserved to kilograms of plastic avoided, signals that the industry is building an operating model designed for the long term, not just the next cycle of demand.

Looking Ahead with Confidence

The path forward will not be without challenges. Shifts in global demand, demographic changes, and climate pressures will continue to reshape the industry. Yet the opportunity is equally profound. By aligning investment with a vision that is digital, sustainable, and human-centric, hospitality has the chance to define its next chapter on its own terms.

At Rotana, our vision rests on a simple but enduring belief: hospitality is about creating value that lasts, for guests, for partners, for our people, and for the communities we serve. Where that vision is clear, bold, and forward-facing, investment will follow. And it is that alignment of ambition and action that will shape the future of our industry.

Anne Bleeker
In2 Consulting
+971 56 603 0886
The Bench