27/08/2026
Travellers used to negotiate a room rate. Now they ask a very different question: what will this experience give me?
That shift sits at the heart of Haitham Mattar's perspective. As Managing Director - South West Asia, Middle East & Africa at IHG Hotels & Resorts, he sees guest expectations moving from booking a room to choosing a moment worth remembering.
Here's what that shift looks like in practice:
π’ Experience over accommodation. Guests are drawn by gastronomy, culture, heritage, and adventure, not just a place to stay.
π’ Storytelling in the detail. Even an in-room amenity now carries its origin, its maker, and a reason it was chosen.
π’ Wellness redefined. The focus is moving from lifespan to health span, reshaping menus, services, and the way hotels design every stay.
Why does it matter now? Because the brands that win won't be the ones selling rooms. They'll be the ones curating experiences that travellers genuinely value, and building teams who can create them.
This are the kinds of ideas that will shape conversations at ATM 2026.
Register now: http://spkl.io/61857PZbX