Rotana CEO Discusses UAE Hotel Recovery and AI's Role

Sep 19, 2026

69 min

Sep 19, 2026 03:31

‘AI is not going to smile at you’: Rotana CEO on UAE hotels, recovery and growth

## Human Touch in Hospitality

Philip Barnes, CEO of Rotana, emphasizes that while artificial intelligence is transforming hotel operations, it cannot replace the human interaction essential to hospitality. He believes that personal connections, such as those with a doorman or receptionist, are irreplaceable.

## UAE Hotel Recovery

Following the US-Iran conflict, UAE hotels, including Rotana, faced significant challenges. However, by August, Rotana's properties achieved over 80% occupancy. The company adapted by focusing on local demand and launching a staycation program, which helped stabilize business.

## Strategic Adaptations

Rotana shifted its commercial strategy to capture available revenue and maintain quality without layoffs. Barnes stressed the importance of retaining staff to ensure a smooth recovery when demand returned.

## Expansion Plans

Despite recent disruptions, Rotana is moving forward with plans to expand, with 40 hotels in development across regions like Saudi Arabia and Africa. This expansion is expected to create around 5,000 new jobs over the next six years.

## AI's Role

While Rotana is integrating AI for efficiency, Barnes insists it won't replace the personal service that defines the industry. AI will support operations but not replace the human elements like making beds or serving meals.

## Future Outlook

Barnes notes that while recovery is underway, forecasting remains difficult due to short booking windows. However, Rotana's diversification strategy, including joining the Global Hotel Alliance, is helping mitigate reliance on individual markets.

Read the full story at the source

What you need to know to get Emirates ID?

Leave your details and get a guide as a gift to avoid mistakes

Article contents

LinkedIn X Facebook WhatsApp Telegram