Dubai, August 31, 2026 : As multigenerational travel continues to
evolve across the Middle East, Shaza Hotels is seeing a significant shift in
what families expect from luxury hospitality, with travellers increasingly
seeking meaningful experiences, greater personalisation and the freedom for
different generations to enjoy a holiday in their own way. Families today are
looking for destinations where they can spend quality time together while also
having the space and choice to pursue individual interests.
“Family travel has evolved considerably,” said Shaji Abu Salih, Vice President
of Business Development & Growth, Shaza Hotels and Mysk by Shaza.
“Families are no longer simply looking for a hotel with good rooms and leisure
facilities. They are looking for experiences that bring generations together,
create lasting memories and, at the same time, recognise that every member
of the family may want something different from the holiday.”
The trend is particularly evident among families travelling from the GCC and
wider region, where Shaza Hotels is witnessing greater demand for spacious
and flexible accommodation, privacy, diverse dining, wellness and recreation,
engaging experiences for younger guests and environments in which families
feel genuinely comfortable.
For Shaza Hotels, who has long placed family at its heart, this evolution is
closely aligned with the brand’s approach to the guest experience.
“A multigenerational family cannot be viewed as one guest segment,” Shaji
explained. “Children, teenagers, parents and grandparents may have
completely different expectations. The opportunity for hotels is to create an
environment that gives them choice when they want it and brings them
naturally together when it matters.”
This balance between ‘togetherness and individuality’ is becoming an
increasingly important consideration in the design of family hospitality.
Spacious accommodation and family-friendly room configurations remain
important, but families are equally influenced by varied dining experiences,
children’s activities, wellness facilities, recreation and inviting social spaces
where different generations can spend time together.
Personalisation is also emerging as an important driver of loyalty.
Understanding dietary requirements, remembering individual preferences,
recognising returning guests and anticipating the needs of different family
members can turn a hotel stay into a much deeper relationship between the
guest and the brand.
“Ultimately, repeat business is built through emotional connection,” said Shaji.
“Families return to places where they feel recognised, comfortable and
genuinely looked after. That sense of belonging is one of the most powerful
forms of loyalty we can create.
Our objective is simple: every generation should be able to experience the
hotel differently, while the family remembers the journey as one shared
experience,” concluded Shaji.
