•INDUSTRY LEADERS
Trusted brands gain importance as travellers navigate uncertainty “Despite ongoing geopolitical and economic uncertainty, people's desire to travel remains. What is changing is how they choose to travel – they are seeking greater flexibility and brands they can trust; a trend reflected in the growing number of our members who are choosing to stay across our alliance more frequently. By bringing together the world's leading independent hotel brands, we continue to offer our members more choice, more destinations and more rewarding travel experiences, while enabling our member brands to compete globally without compromising their individuality. The Middle East continues to play a pivotal role in shaping the future of tourism, and we remain optimistic about the opportunities that lie ahead for our industry." Chris Hartley, CEO, Global Hotel Alliance
Technology will help travellers make more purposeful, sustainable choices “By 2040, travel will be defined by two forces: intention and technology. Travellers will seek journeys that regenerate destinations, not just visit them, while smarter tools reshape how they discover and book stays. At Preferred Travel Group, we're leading on both fronts. Through Beyond Green, our member properties are vetted against an extensive list of sustainability indicators aligned with the UN Sustainable Development Goals, embedding standards across nature, culture, and community. Meanwhile, we're investing in AI-driven insights and distribution tools that deepen personalisation without diluting individuality. The future belongs to those who use innovation to protect what makes a place worth visiting.” Saurabh Rai, EVP, Preferred Travel Group South Asia, Middle East, Africa and Australasia
Using AI and market intelligence to deliver smarter travel decisions “The future of travel will be defined by businesses that combine intelligent technology with trusted human relationships. As traveller expectations evolve, success will come from helping partners make smarter, faster decisions through market intelligence, innovation and meaningful collaboration. At Elevate World, we are investing in technology, strategic partnerships and Yara, our AI-powered business intelligence platform, to deliver deeper commercial insights, improve forecasting and create long-term value for our clients. We believe the future belongs to businesses that use technology not to replace people, but to strengthen relationships, unlock new opportunities and shape a more connected travel industry.” Samir Hamadeh, Founder & CEO, Elevate World
142 | ATM YEARBOOK 2026
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