Ritz Carlton Dubai. Image © Gensler

It is an exciting time for the hospitality industry in Europe, the Middle East, and Asia. As global brands enter the market, they face a high level of sophistication, rising guest expectations and growing competition. That means that even brands with strong global reputations must provide something new and different. As a result, brands are reinventing themselves to create truly remarkable and memorable experiences in an environment that is already ahead of the curve, thus setting the pace for the global hospitality sector.

Jose Sirera discusses what it’s like to design hotels in this environment. Video © Gensler

This trend toward enhanced guest experience and expressing brands in new ways also brings to mind a series of interesting questions: How do you maintain strong brand standards when you are constantly seeking to innovate? And within that context, how do you ensure that global/local cultures and customers' unique desires and aspirations are acknowledged? And as brands try to develop something new, different, and groundbreaking – and personal – for their guests, exactly how far can a brand stretch? It’s a tough question, and one that each brand needs to answer itself, based on their unique customer base and company goals.

Over the next few weeks on this blog, we’ll examine a number of properties that are doing things right, including the Ritz-Carlton Dubai, Rosewood in Riyadh, the Abu Dhabi Marriott, Four Seasons Kuwait, and the Indigo in Riyadh. These hotels are daring to do exciting things for their guests, successfully raising the bar and enriching their brands and the hotel industry as a whole.

José Sirera is Global Leader of Gensler’s Firmwide Hospitality Practice. With more than 18 years at Gensler, José has been responsible for numerous high profile and complex projects, leveraging design to help clients achieve their strategic goals. As Studio Director of the London office, José leads a diverse group of specialists fostering design excellence from project inception to completion. His in-depth understanding of design and its role within the building process successfully deliver innovative solutions that align with client’s goals and aspirations. Contact him at jose_sirera@gensler.com.