‘AI is not going to smile at you’: Rotana CEO on UAE hotels, recovery and growth
Dubai: Artificial intelligence may be changing how hotels answer phones, manage bookings and interact with guests, but it cannot replace the human connection at the heart of hospitality , according to Rotana CEO Philip Barnes. …
Rotana CEO Philip Barnes insists that artificial intelligence cannot replicate the human touch that makes hospitality unique, stating "AI is not going to smile at you". During the UAE hotels' challenging period following the US-Iran war, Rotana anticipated a sharp decline that never materialized. The group saw a recovery by May 2026, driven by a strategic shift to target local and regional demand.
Rotana expanded its staycation programme, refocused global sales efforts and prioritized cost containment without compromising quality. Barnes emphasized the importance of taking care of employees, as they are integral to the customer experience. By August, Rotana's UAE hotels reached over 80% occupancy, with Dubai and Abu Dhabi recording similar levels.
The company continues to balance technological advancements for operational efficiency while preserving the personalized service that sets hospitality apart.
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