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The Future Hotel Summit (FHS) will take place at Madinat Jumeirah in Dubai from September 19th to 21st to explore how the industry can lead change in sustainable tourism and hospitality.
Consumers interested in sustainability increased by almost 100% in 2021 compared to 2019, according to the Dubai-based AI-driven GCC Sustainability Report, with significant changes in 2020 coinciding with Covid-19 -19 peak period. Expert in Consumer Insights and Influence, D/A.
Based on the largest study on understanding sustainability in the GCC, the report covers consumer interest in sustainability, explores where governments are leading the discussion and charting a roadmap for the future, and brands talking about sustainability.
Consumers interested in sustainability in the region are young, especially in Saudi Arabia, where 50% of consumers are under the age of 30.
Faisal Khan, VP of Strategy and Insights at D/A, said: “With data as a backdrop, the first opportunity for any customer-centric organization is to acknowledge the relevance and scale of sustainability-related opportunities. It pays to have clear sustainability goals and carefully assess how organisations can move forward with sustainability from now on, otherwise they risk creating real customer connections.”
Social sustainability is a priority for GCC consumers, especially in Saudi Arabia and Kuwait, but environmental issues are also high on the agenda, with climate change the fastest trend, with governments in the region a priority Matters remain the same.
Sustainability in tourism and hospitality has consistently shown strong interest among GCC consumers, with 50% of conversations focused on the role hotels can play in driving sustainability education and awareness, and another 30% The dialogue revolves around environmental sustainability, including climate change. But are brands doing enough?
The number of brands prioritizing sustainability increased by 40% year-over-year, and the content brands created on the topic increased by 105% year-over-year, with environmental sustainability accounting for 56.5% of the content created. However, brands’ underutilization of social sustainability and insufficient discussion of climate change-related initiatives shows that there is an opportunity to advocate for sustainability in the GCC and to build empathy and emotional connection with consumers, especially in sustainable Sexual content has 50% higher average engagement than all posts created by brands.
Brands in some industries are more active than others, with food and beverage the most active, followed by retail and service brands (including travel), which account for 90% of GCC sustainability jobs.
The leadership of the GCC has spoken out on the role of sustainable development in the future of the region. Government entities in the region are known for their initiatives to maintain social balance and have been active in supporting countries and societies in need. Priority beyond social sustainability is environmental sustainability, with a focus on climate change and pollution driving 75% of conversations, followed by animal welfare, including food safety and plant-based topics, at 16%, and waste management at 14% . Research shows that governments have made significant efforts to raise awareness of sustainability.
Commenting on the data, The Bench Chairman Jonathan Worsley said: “These insights are important to our industry as we look to lead change and chart the future of sustainable tourism and hospitality in the Middle East and beyond.
“Sustainability is at the heart of this year’s FHS program, not only in the main stage presentations and panel discussions, but also in the event experience we’re creating for delegates this year. We’re also proud to host the 2022 Sustainable Hotels Competition finalist and Looking forward to hearing innovative and sustainable ideas from the world’s most talented student team as the next generation of hoteliers.”
Organised by Jumeirah Hotels & Resorts and co-organised by The Bench and Meed, FHS brings together the investment communities of the Arabian Hospitality Investment Conference (AHIC), the Global Restaurant Investment Forum (GRIF) and the African Hospitality Investment Forum (AHIF) under one roof theme leading change . – arab trade news agency
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