
In this issue, we shine a spotlight on the storytellers shaping the future of hospitality with the release of our Top 30 PR Hotshots of 2025. From luxury launches to crisis control, these media powerhouses are the architects behind the region’s most impactful narratives, elevating brands, building reputations, and proving that influence is as much about relationships as it is about reach.
We also take you behind the scenes with OAK Hospitality, the Saudi-born brand rewriting what it means to blend cultural depth with global ambition. From a 13-room concept in NEOM to a multi-vertical empire, the founders’ vision is clear: hospitality that’s rooted in purpose, powered by people, and proudly regional.
Elsewhere in the issue, we explore the world’s first Hotel of Happiness, a Dubai-based concept inspired by Scandinavian hygge, emotional wellness, and mood-based guest experiences. In the F&B world, matcha emerges as the region’s newest symbol of luxury, with brands and chefs embracing its ritualistic appeal and clean aesthetic. We also follow the journeys of women who rose from the floor to General Manager, capturing the candid moments, leadership lessons, and cultural shifts that shaped their path. And from bold ESG strategies to futuristic builds, the Sustainability Innovation Forum & Awards 2025 brought together visionaries from across the Middle East to reimagine what it means to lead with impact.
This issue captures a hospitality industry that’s not just evolving, it’s being rewritten by those who know how to craft a story, build a brand, and deliver an experience that resonates long after check-out.
As always, we hope you enjoy the read, whether you’re flipping through from your office, your travels, or your favourite café. September is here, and so is a fresh season of opportunity.







































