Dubai, UAE. 12 February 2025. Over 45 senior hospitality leaders came together in Dubai for the FHS World Advisory Board Meeting recently to discuss and shape the vision and agenda for the Future Hospitality Summit – FHS World, taking place in Dubai from 27-29 October 2025 at Madinat Jumeirah in Dubai.

The Advisory Board meeting highlighted the fact that the hospitality industry is at a pivotal moment in time with critical trends, opportunities and challenges facing the industry today and in the future. Members expressed a clear desire for FHS World 2025 to address these with practical, actionable insights. The meeting provided a valuable roadmap for developing an engaging and impactful programme for the landmark 20^th edition of the event.

The Advisory Board comprises esteemed leaders from across the hospitality industry including hotel operators, owners, consultants and investors.

Here are the top takeaways from the meeting.

1. Shifting demographics - the industry must adapt and rethink the guest experience

Today’s travellers are reshaping the industry, demanding more personalisation, instant service, and tailored experiences. To stay competitive, players in the industry must adapt to shifting preferences and diverse demographics, particularly from emerging markets like India, China, and Africa. This requires a rethink of guest experiences and a deep understanding of new traveller profiles, their motivations, expectations, spending habits, and cultural backgrounds.

2. The clock is ticking for tech adoption

The industry faces an inevitable transformation driven by Artificial Intelligence (AI). Despite AI’s vast potential for modernising the hotel and travel industry with intelligent applications, the industry is lagging in adoption of this technology and must accelerate tech adoption and develop forward-thinking strategies into the potential of technology in areas like distribution, guest experience, and operational efficiency.

3. Addressing hotel owners' needs is crucial for industry progress

Addressing hotel owners’ key issues needs to be a priority for the industry to advance. There is a strong appetite for a forum dedicated to owners’ needs and the challenges they face, whether it's contractual, financial performance, lender agreements, etc. Key topics of interest include negotiating with third-party operators, maximising return on investment, managing construction cost variations, and understanding the changing dynamics of brands and associated risks.

4. New partnership models and alternative asset classes

A hot topic gaining traction in the hospitality industry is the exploration of new partnership models, such as operating partners and integrated investment platforms, to attract foreign capital and boost returns. There is a growing interest in alternative asset classes such as branded residences, co-living spaces, and purpose-built student accommodation, amongst others. Successful partnerships and investment models offer significant benefits to investors, developers, and operators alike.

5. From meals to moments

To truly cater to today’s travellers, hotels must rethink their food and beverage (F&B) offerings and go beyond serving meals to developing real immersive experiences; the future is about creating memorable culinary moments. This shift demands smarter decision-making in concept development, especially in new hotel projects, along with educating owners on emerging trends, market dynamics, and strategic concept selection. The future of F&B holds great opportunities for developers and operators to maximise return on investment.

6. Sustainability – from talk to transformative action

The Advisory Board expressed that the discussion on sustainability needs to be elevated beyond the basics to tackle the wider environment and social impact of the industry. The focus should shift to real accountability, measurable sustainability metrics, and industry best practices. Key discussions should also include topics such as sustainable finance, investment frameworks, and resilient design strategies to combat climate challenges like wildfires and floods.

Under the 2025 conference theme ‘Invest in our Future’, Future Hospitality Summit – FHS World, will take place at Madinat Jumeirah in Dubai from 27-29 October 2025 for what will be a milestone event for organisers The Bench, marking 20 years in the UAE for the region’s leading hospitality and tourism investment event, previously known as AHIC.