{"id":2159756,"date":"2026-09-23T11:02:25","date_gmt":"2026-09-23T08:02:25","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=2159756"},"modified":"2026-09-23T11:02:25","modified_gmt":"2026-09-23T08:02:25","slug":"ai-and-ski-to-cruises-and-gen-z-dnatas-ceo-on-the-trends-driving-travel-in-the-uae-and-beyond","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=2159756","title":{"rendered":"AI and ski to cruises and Gen Z: dnata\u2019s CEO on the trends driving travel in the UAE and beyond"},"content":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images.euronews.com\/articles\/stories\/09\/92\/43\/62\/1200x675_cmsv2_7b3d5770-fe61-5ce8-a610-b8b3ad0c325f-9924362.jpg&#8221;]<\/p>\n<article id=\"abe-2928094-pos1-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2928094\" data-cid=\"9925050\" data-part-label=\"Partner content\">\n<figure id=\"abe-2928094-label-pos1-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/92\/50\/50\/189x106_cmsv2_de81d247-da83-56f5-a191-2afbca25c802-9925050.jpg\" loading=\"lazy\" alt=\"European Commissioner for Enlargement Marta Kos.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    EU Commission poised to back Albania&#8217;s 2027 accession deadline\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2927958-pos2-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2927958\" data-cid=\"9924408\" data-part-label=\"Partner content\">\n<figure id=\"abe-2927958-label-pos2-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/92\/44\/08\/189x106_cmsv2_2fb51c36-bb7d-5e7d-9323-a9ee3581ed80-9924408.jpg\" loading=\"lazy\" alt=\"President Donald Trump and European Commission President Ursula von der Leyen talk after reaching a trade deal at the Trump Turnberry golf course in Scotland, July 2025. \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Trump\u2019s Russia tariffs could threaten to deepen Europe\u2019s LNG squeeze\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2924314-pos3-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1 the-media-object--has-video\" data-nid=\"2924314\" data-cid=\"9907050\" data-part-label=\"Partner content\">\n<figure id=\"abe-2924314-label-pos3-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" 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src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/92\/33\/39\/189x106_cmsv2_74bcdad7-ee88-5fd1-ae8b-27b6e10cf818-9923339.jpg\" loading=\"lazy\" alt=\"A board shows the price at a gas station in Puteaux, outside Paris, Tuesday Sept. 22, 2026\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe in Motion<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Largest fuel crisis in history: Europe&#8217;s most expensive fuel pumps\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2928094-pos1-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2\" data-nid=\"2928094\" data-cid=\"9925050\" data-part-label=\"Partner content\">\n<figure id=\"abe-2928094-label-pos1-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/92\/50\/50\/189x106_cmsv2_de81d247-da83-56f5-a191-2afbca25c802-9925050.jpg\" loading=\"lazy\" alt=\"European Commissioner for Enlargement Marta Kos.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    EU Commission poised to back Albania&#8217;s 2027 accession deadline\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2927958-pos2-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2\" data-nid=\"2927958\" data-cid=\"9924408\" data-part-label=\"Partner content\">\n<figure id=\"abe-2927958-label-pos2-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/92\/44\/08\/189x106_cmsv2_2fb51c36-bb7d-5e7d-9323-a9ee3581ed80-9924408.jpg\" loading=\"lazy\" alt=\"President Donald Trump and European Commission President Ursula von der Leyen talk after reaching a trade deal at the Trump Turnberry golf course in Scotland, July 2025. \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Trump\u2019s Russia tariffs could threaten to deepen Europe\u2019s LNG squeeze\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2924314-pos3-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--has-video\" data-nid=\"2924314\" data-cid=\"9907050\" data-part-label=\"Partner content\">\n<figure id=\"abe-2924314-label-pos3-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/90\/70\/50\/189x106_cmsv2_6a031aa8-42fa-5ea5-9590-eeedaa88623f-9907050.jpg\" loading=\"lazy\" alt=\"\u00a9\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Cult<\/p>\n<div class=\"the-media-object__title  \">\n<p>    From mugham to jazz, Azerbaijan takes the Montreux stage\n  <\/p><\/div>\n<div class=\"the-media-object__quote\">In partnership with <strong>Ministry of Culture of the Republic of Azerbaijan<\/strong><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2927750-pos4-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2\" data-nid=\"2927750\" data-cid=\"9923339\" data-part-label=\"Partner content\">\n<figure id=\"abe-2927750-label-pos4-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/92\/33\/39\/189x106_cmsv2_74bcdad7-ee88-5fd1-ae8b-27b6e10cf818-9923339.jpg\" loading=\"lazy\" alt=\"A board shows the price at a gas station in Puteaux, outside Paris, Tuesday Sept. 22, 2026\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe in Motion<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Largest fuel crisis in history: Europe&#8217;s most expensive fuel pumps\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article class=\"helper-site-row o-article-newsy\">\n<div class=\"helper-site-container o-article-newsy__container\">\n<div class=\"o-article-newsy__main\">\n<header class=\"h-grid o-article-newsy__main__header\">\n<nav aria-label=\"Breadcrumbs\" class=\"c-article-breadcrumbs\">\n<div id=\"adb-article-breadcrumb\" class=\"c-article-breadcrumbs__list\">\n<p>                          Travel<\/p>\n<p>                          Travel News<\/p><\/div>\n<\/nav>\n<h1 class=\"c-article-redesign-title\">\n                            AI and ski to cruises and Gen Z: dnata\u2019s CEO on the trends driving travel in the UAE and beyond<\/h1>\n<div class=\"c-article-image-video u-position-relative \">\n<div class=\"js-superdiv u-aspect-ratio-16x9 u-position-relative \" data-controller=\"video-player\" data-sponsored=\"Partner content\">\n<div class=\"js-playercontrols u-height-full u-position-absolute u-width-full is-autoplaying\" data-translations=\"{&quot;error&quot;:&quot;This video could not be played.&quot;,&quot;geoblocked&quot;:&quot;Sorry, this content is not available in your country&quot;,&quot;slow&quot;:&quot;This is taking longer than usual&quot;}\">\n<div class=\"js-loadtrigger js-loadtrigger__button c-loadtrigger__button\" role=\"status\"><span class=\"js-loadtrigger__label c-loadtrigger__label u-visually-hidden\">Loading the video<\/span><\/div>\n<\/div>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"js-poster-img c-article-media__img\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/92\/43\/62\/1536x864_cmsv2_7b3d5770-fe61-5ce8-a610-b8b3ad0c325f-9924362.jpg\" width=\"1536\" height=\"864\" loading=\"eager\" alt=\"Skiing and winter holidays has become a big trend for UAE travellers \"><\/div>\n<div class=\"c-article-caption u-position-absolute\"><i id=\"article-caption-content\" class=\"c-article-caption__content\"><span class=\"c-article-caption__text\"><br \/>\n              Skiing and winter holidays has become a big trend for UAE travellers<br \/>\n                    <span class=\"u-color-white\">&#8211;\u00a0<\/span><span class=\"c-article-caption__copyright\">Copyright\u00a0<\/span><span class=\"c-article-caption__credit\">Andri Kummer\/Unsplash<\/span><\/span><\/i><\/div>\n<div class=\"c-article-image-copyright c-article-image-copyright--novideo\">\n      Copyright\u00a0Andri Kummer\/Unsplash\n  <\/div>\n<\/div>\n<\/header>\n<div class=\"h-grid o-article-newsy__main__body u-article-content\">\n<div class=\"o-article-newsy__contributors-publication-date\">\n<div class=\"c-article-contributors\">\n  By&amp;nbspMike Starling\n<\/div>\n<div class=\"c-article-publication-date\" data-timestamp=\"1790161345\">\n         Published on<br \/>\n            <time datetime=\"2026-09-23 13:02:25 +02:00\">23\/09\/2026 &#8211; 13:02 GMT+2<\/time><\/div>\n<\/div>\n<div class=\"c-article-share-comment u-align-items-center u-display-flex\"><span class=\"c-article-share-comment__links u-align-items-center u-display-flex u-justify-content-center js-c-article-share-comment-share\"><span class=\"c-article-share-comment__label\">Share<\/span><\/span><span class=\"c-article-share-comment__label\">Comments<\/span><span class=\"c-article-share-comment__label c-article-share-comment__label--always\">Add Euronews on Google<\/span><\/div>\n<div class=\"c-article-share-comment-popup-overlay js-c-article-share-comment-popup-overlay u-display-none\">\n<div 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video embed link below:<br \/>\n                        <\/span><span class=\"c-article-share-comment-popup__content__embed u-display-flex\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/icon-copy-to-clipboard.svg\" width=\"16\" height=\"16\" alt=\"Copy to clipboard\" class=\"u-cursor-pointer js-c-article-share-comment-copy\" loading=\"lazy\"><span class=\"c-article-share-comment-popup__content__embed--success-copied u-display-none js-c-article-share-comment-video-embed-success-link-copied\"><br \/>\n                                Copied<br \/>\n                            <\/span><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2 class=\"c-article-summary\">\n        From AI-powered travel offers to growing demand for ski holidays, cruises and food experiences, dnata\u2019s new Group CEO Nabil Sultan Al Murr says consumer habits are evolving rapidly.<br \/>\n    <\/h2>\n<div class=\"c-article-content c-article-content--travel js-article-content\">\n<p>Travel in the Middle East is evolving rapidly, with shifts in technology and consumer behaviour transforming both the industry and how people explore the region and beyond. <\/p>\n<div>\n<div class=\"c-ad u-show-for-mobile-only\">\n<div class=\"c-ad__placeholder\"><img decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt loading=\"lazy\"><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<div class=\"c-ad u-show-for-desktop\">\n<div class=\"c-ad__placeholder\"><img decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt loading=\"lazy\"><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<\/div>\n<p>Artificial intelligence (AI) is already changing how holidays are planned and sold, while ski trips, cruises and experiences are gaining popularity among Middle Eastern travellers, according to the new Group Chief Executive Officer of global aviation and travel services company dnata. <\/p>\n<p>Nabil Sultan Al Murr, who took over the role in June 2026, told Euronews Travel that these changing preferences are pushing companies to adapt more quickly, while technology is influencing everything from inspiration and booking to the airport experience.<\/p>\n<p>Part of the Emirates Group, Dubai-based dnata operates across several divisions in aviation and tourism, including ground handling, cargo, travel services, catering and retail. <\/p>\n<p>Overseeing its businesses across 162 cities in 37 countries, Sultan says the company has been assessing opportunities in emerging markets, including the Middle East, Africa, the Indian subcontinent and Eastern Europe. But it is technology and changing traveller behaviour that could have some of the biggest impacts on how people plan and experience their holidays. <\/p>\n<h2>How could AI change the travel experience?<\/h2>\n<p>AI has quickly become one of the biggest talking points in tourism, with travellers increasingly using tools to research destinations and plan their next trip. Sultan believes new technologies also have the potential to improve the passenger experience by allowing travel companies to process information and get relevant offers in front of customers much more quickly. <\/p>\n<p>\u201cI honestly think that AI and technology will bring in huge advantages in terms of improving the whole passenger experience and being able to put out the best offers and products,\u201d he told Euronews at Arabian Travel Market in Dubai. <\/p>\n<p>One example is the thousands of hotel contracts handled by dnata. Sultan says information from these contracts was previously processed manually, meaning getting deals into the system could take months. <\/p>\n<p>\u201cNow with AI we&#8217;ve adapted the whole thing and of course everything happens in almost real time,\u201d he said. \u201cThat just shows the importance of how AI actually brings in that agility and speed and improvement in the whole work process.\u201d <\/p>\n<h2>Ski holidays and winter travel grow in popularity<\/h2>\n<p>Technology isn&#8217;t the only thing changing. Where \u2013 and how \u2013 people want to holiday is evolving too. One of the most noticeable shifts dnata is seeing in the UAE is growing demand for winter travel. \u201cPeople going out for skiing, which was never the trend almost four to five years ago, is becoming such a huge trend,\u201d Sultan says. <\/p>\n<p>Responding to that interest, dnata has launched a winter programme featuring around 10 ski destinations. The company is also looking beyond conventional ski holidays towards other winter experiences. Sultan gives the example of Finland and seeing the Northern Lights as the types of trips attracting interest. <\/p>\n<p>\u201cThese are all new kinds of features and experiences that we&#8217;re trying to bring to the traveller and actually meet their emerging demand that we continue to see,\u201d he said.<\/p>\n<div class=\"widget widget--type-image widget--size-fullwidth widget--animation-fade-in widget--align-center\" data-ratio=\"0.5625\">\n<div class=\"widget__wrapper\">\n<div class=\"widget__ratio widget__ratio--auto\">\n<div class=\"widget__contents\">\n<figure class=\"widget__figure\"><img decoding=\"async\" class=\"widgetImage__image\" loading=\"lazy\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/92\/43\/62\/808x454_cmsv2_336aca44-f0f2-5234-97db-f870eb7c2060-9924362.jpg\" alt=\"Cruises are gaining momentum in the Middle East and Gulf\"><figcaption class=\"widget__caption\"><span class=\"widget__captionWrap\"><span class=\"widget__captionText\">Cruises are gaining momentum in the Middle East and Gulf<\/span><span class=\"widget__captionCredit\">Alla Rome\/Unsplash<\/span><\/span><\/figcaption><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2>How cruises, Gen Z and food will drive the next era<\/h2>\n<p>Sultan expects traveller preferences to continue changing quickly over the next five years. Cruising is one area already gaining momentum in the Middle East and Gulf, he says, despite historically being a less established form of holiday in the region. <\/p>\n<p>\u201cI think the tourism and travel industry has been so dynamic and has been changing so rapidly and we&#8217;ve been seeing that,\u201d Sultan said. \u201cI think the key thing, of course, is to keep up with all of these changes and continue to introduce new elements in the whole entire experience.<\/p>\n<p>\u201cWe see cruising now is becoming a huge trend. And you know that was never the case in this part of the world.\u201d <\/p>\n<p>The next major shift could come from younger travellers and how the industry adapts to their preferences. \u201cFive years from now there&#8217;s probably going to be a whole new trend, especially with the Generation Z, who probably look at different sorts of priorities in their travel experience,\u201d he said. <\/p>\n<p>Sultan points to food tourism as one example of how those priorities could change. \u201cFood and healthy food is becoming a real trend,\u201d he said. \u201cSo how do we bring that element into travel? It is a revolution and we&#8217;re staying very close to the customer to really understand how we position our product offering.\u201d<\/p>\n<\/div>\n<p>                                  Go to accessibility shortcuts<\/p>\n<div class=\"c-article-share-comment u-align-items-center u-display-flex\"><span class=\"c-article-share-comment__links u-align-items-center u-display-flex u-justify-content-center js-c-article-share-comment-share\"><span class=\"c-article-share-comment__label\">Share<\/span><\/span><span class=\"c-article-share-comment__label\">Comments<\/span><span class=\"c-article-share-comment__label c-article-share-comment__label--always\">Add Euronews on Google<\/span><\/div>\n<div id=\"adb-article-you-might-also-like\" class=\"perf-cv-auto c-article-you-might-also-like\">\n<h2 class=\"c-article-you-might-also-like__title\">\n        Read more<br \/>\n      <\/h2>\n<div class=\"c-article-you-might-also-like__container\">\n<article 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src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<div class=\"c-ad u-show-for-mobile-only\">\n<div class=\"c-ad__placeholder\"><img loading=\"lazy\" decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<\/div>\n<\/aside>\n<\/div>\n<\/article>\n<article id=\"abe-2926693-pos0-c-article-you-might-also-like__item\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2926693\" data-cid=\"9918272\" data-part-label=\"Partner content\">\n<figure id=\"abe-2926693-label-pos0-c-article-you-might-also-like__item\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" 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the places in Europe to visit in 2027, according to Lonely Planet<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2849382-pos3-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--has-video the-media-object--no-label\" data-nid=\"2849382\" data-cid=\"9560464\" data-part-label=\"Partner content\">\n<figure id=\"abe-2849382-label-pos3-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/56\/04\/64\/320x180_cmsv2_cba69ac4-7bd3-5886-88da-252745379693-9560464.jpg\" loading=\"lazy\" alt=\"Travel - Euronews\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Euronews Travel Channel \u2013 Travel News, Guides, Magazines &amp; Inspiration | 24\/7<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2927971-pos4-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--no-label\" data-nid=\"2927971\" data-cid=\"9924470\" data-part-label=\"Partner content\">\n<figure id=\"abe-2927971-label-pos4-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/92\/44\/70\/320x180_cmsv2_71e9d63a-657f-5d1b-b35e-fd79c2c15a24-9924470.jpg\" loading=\"lazy\" alt=\"Can Mascort Eco Hotel, one of the most affordable Michelin Key hotels in Europe, has a Roman Bath-inspired spa area\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    These are the most affordable Michelin Key hotels in Europe<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2927762-pos5-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--no-label\" data-nid=\"2927762\" data-cid=\"9923355\" data-part-label=\"Partner content\">\n<figure id=\"abe-2927762-label-pos5-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/92\/33\/55\/320x180_cmsv2_3c5fc488-809a-5e46-8430-8e13ce45da35-9923355.jpg\" loading=\"lazy\" alt=\"Ayia Napa beach in Cyprus\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Cyprus to the Canaries: Where to go for a warm autumn holiday<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2927780-pos6-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--no-label\" data-nid=\"2927780\" data-cid=\"9923468\" data-part-label=\"Partner content\">\n<figure id=\"abe-2927780-label-pos6-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/92\/34\/68\/320x180_cmsv2_f61e2187-7019-59c6-bbb5-cd84ea6e0a38-9923468.jpg\" loading=\"lazy\" alt=\"Albania is one of the fastest growing destinations in Europe\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    How Albania became one of Europe\u2019s fastest-growing destinations<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2927641-pos1-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2927641\" data-cid=\"9922747\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Wrapping passports in foil to stop hackers: New trend goes viral<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2927762-pos2-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2927762\" data-cid=\"9923355\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Cyprus to the Canaries: Where to go for a warm autumn holiday<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2927370-pos3-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2927370\" data-cid=\"9921452\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Lisbon voted the world&#8217;s happiest travel destination<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2927780-pos4-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2927780\" data-cid=\"9923468\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    How Albania became one of Europe\u2019s fastest-growing destinations<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2927685-pos5-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2927685\" data-cid=\"9923016\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Foreign visitors drive gains in Greek tourism in July<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<div class=\"articleBody\" data-key=\"articleBody\">Travel in the Middle East is evolving rapidly, with shifts in technology and consumer behaviour transforming both the industry and how people explore the region and beyond.\u00a0Artificial intelligence (AI) is already changing how holidays are planned and sold, while ski trips, cruises and experiences are gaining popularity among Middle Eastern travellers, according to the new Group Chief Executive Officer of global aviation and travel services company dnata.\u00a0Nabil Sultan Al Murr, who took over the role in June 2026, told Euronews Travel that these changing preferences are pushing companies to adapt more quickly, while technology is influencing everything from inspiration and booking to the airport experience.Part of the Emirates Group, Dubai-based dnata operates across several divisions in aviation and tourism, including ground handling, cargo, travel services, catering and retail.\u00a0Overseeing its businesses across 162 cities in 37 countries, Sultan says the company has been assessing opportunities in emerging markets, including the Middle East, Africa, the Indian subcontinent and Eastern Europe. But it is technology and changing traveller behaviour that could have some of the biggest impacts on how people plan and experience their holidays.\u00a0How could AI change the travel experience?AI has quickly become one of the biggest talking points in tourism, with travellers increasingly using tools to research destinations and plan their next trip. Sultan believes new technologies also have the potential to improve the passenger experience by allowing travel companies to process information and get relevant offers in front of customers much more quickly.\u00a0\u201cI honestly think that AI and technology will bring in huge advantages in terms of improving the whole passenger experience and being able to put out the best offers and products,\u201d he told Euronews at Arabian Travel Market in Dubai.\u00a0One example is the thousands of hotel contracts handled by dnata. Sultan says information from these contracts was previously processed manually, meaning getting deals into the system could take months.\u00a0\u201cNow with AI we&#8217;ve adapted the whole thing and of course everything happens in almost real time,\u201d he said. \u201cThat just shows the importance of how AI actually brings in that agility and speed and improvement in the whole work process.\u201d\u00a0Ski holidays and winter travel grow in popularity\u00a0Technology isn&#8217;t the only thing changing. Where \u2013 and how \u2013 people want to holiday is evolving too. One of the most noticeable shifts dnata is seeing in the UAE is growing demand for winter travel. \u201cPeople going out for skiing, which was never the trend almost four to five years ago, is becoming such a huge trend,\u201d Sultan says.\u00a0Responding to that interest, dnata has launched a winter programme featuring around 10 ski destinations. The company is also looking beyond conventional ski holidays towards other winter experiences. Sultan gives the example of Finland and seeing the Northern Lights as the types of trips attracting interest.\u00a0\u201cThese are all new kinds of features and experiences that we&#8217;re trying to bring to the traveller and actually meet their emerging demand that we continue to see,\u201d he said.How cruises, Gen Z and food will drive the next eraSultan expects traveller preferences to continue changing quickly over the next five years. Cruising is one area already gaining momentum in the Middle East and Gulf, he says, despite historically being a less established form of holiday in the region.\u00a0\u201cI think the tourism and travel industry has been so dynamic and has been changing so rapidly and we&#8217;ve been seeing that,\u201d Sultan said. \u201cI think the key thing, of course, is to keep up with all of these changes and continue to introduce new elements in the whole entire experience.\u201cWe see cruising now is becoming a huge trend. And you know that was never the case in this part of the world.\u201d\u00a0The next major shift could come from younger travellers and how the industry adapts to their preferences. \u201cFive years from now there&#8217;s probably going to be a whole new trend, especially with the Generation Z, who probably look at different sorts of priorities in their travel experience,\u201d he said.\u00a0Sultan points to food tourism as one example of how those priorities could change. \u201cFood and healthy food is becoming a real trend,\u201d he said. \u201cSo how do we bring that element into travel? It is a revolution and we&#8217;re staying very close to the customer to really understand how we position our product offering.\u201d\u00a0<\/div>\n<p>[analyse_source url=&#8221;https:\/\/www.euronews.com\/2026\/09\/23\/ai-and-ski-to-cruises-and-gen-z-dnatas-ceo-on-the-trends-driving-travel-in-the-uae-and-bey&#8221;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images.euronews.com\/articles\/stories\/09\/92\/43\/62\/1200x675_cmsv2_7b3d5770-fe61-5ce8-a610-b8b3ad0c325f-9924362.jpg&#8221;] Europe News EU Commission poised to back Albania&#8217;s 2027 accession deadline Europe News Trump\u2019s Russia tariffs could threaten to deepen Europe\u2019s LNG squeeze Cult From mugham to jazz, Azerbaijan takes the Montreux stage In partnership with Ministry of Culture of the Republic of Azerbaijan Europe in Motion Largest fuel crisis in history: [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[90],"tags":[226,36],"class_list":["post-2159756","post","type-post","status-publish","format-standard","hentry","category-international","tag-crawlmanager","tag-euronews-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2159756","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2159756"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2159756\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2159756"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2159756"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2159756"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}