Travel in the Middle East is undergoing a rapid transformation, driven by advances in technology and shifting consumer preferences. From AI-powered booking systems to a growing appetite for ski holidays and cruises, the region's travel industry is adapting to a new era of exploration.
Nabil Sultan Al Murr, who became Group CEO of dnata in June 2026, told Euronews Travel that these changes are forcing companies to become more agile. The Dubai-based firm, part of the Emirates Group, operates across aviation services, travel, catering, and retail in 162 cities across 37 countries.
AI's role in reshaping travel
Artificial intelligence is already altering how holidays are planned and sold. Sultan believes AI can enhance the passenger experience by enabling travel companies to process vast amounts of data and deliver tailored offers in real time.
“I honestly think that AI and technology will bring in huge advantages in terms of improving the whole passenger experience and being able to put out the best offers and products,” he said at Arabian Travel Market in Dubai.
One practical example is dnata's handling of thousands of hotel contracts. Previously, manual processing meant it could take months to get deals into the system. Now, with AI, the process happens almost instantly. “That just shows the importance of how AI actually brings in that agility and speed and improvement in the whole work process,” Sultan added.
Winter travel and ski holidays on the rise
Beyond technology, traveller preferences are evolving. In the UAE, dnata has observed a notable surge in demand for winter travel. “People going out for skiing, which was never the trend almost four to five years ago, is becoming such a huge trend,” Sultan noted.
To meet this interest, dnata has launched a winter programme featuring around ten ski destinations. The company is also exploring other winter experiences, such as trips to Finland to see the Northern Lights. “These are all new kinds of features and experiences that we're trying to bring to the traveller and actually meet their emerging demand,” he said.
Cruises and the Gen Z factor
Cruising, historically less established in the Gulf, is now gaining momentum. Sultan sees this as part of a broader shift in the region's travel habits. “We see cruising now is becoming a huge trend. And you know that was never the case in this part of the world,” he said.
Looking ahead, Sultan expects the next major shift to come from younger travellers, particularly Generation Z, who may prioritise different aspects of their travel experience. He points to food tourism as a key example. “Food and healthy food is becoming a real trend,” he said. “So how do we bring that element into travel? It is a revolution and we're staying very close to the customer to really understand how we position our product offering.”
As the industry evolves, Sultan stresses the importance of keeping pace with change. “I think the tourism and travel industry has been so dynamic and has been changing so rapidly and we've been seeing that,” he said. “I think the key thing, of course, is to keep up with all of these changes and continue to introduce new elements in the whole entire experience.”
For European travellers, these trends may resonate as well. The rise of ski holidays and cruises is not limited to the Middle East, and AI-driven personalisation is becoming a global standard. As dnata expands its focus on emerging markets, including Eastern Europe, the company's insights offer a glimpse into the future of travel across the continent and beyond.
