{
  "id": 9322565,
  "title": "AI and ski to cruises and Gen Z: dnata’s CEO on the trends driving travel in the UAE and beyond",
  "url": "https://urgent.news/2026/09/23/ai-and-ski-to-cruises-and-gen-z-dnatas-ceo-on-the-trends-driving",
  "topic": "ai",
  "section": "AI",
  "published": "2026-09-23T11:02:25.000Z",
  "source": {
    "name": "Euronews",
    "slug": "euronews",
    "url": "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"
  },
  "original_language": "en",
  "account": "Travel in the Middle East is undergoing rapid changes driven by advancements in technology and shifting consumer behavior. Artificial intelligence (AI) is transforming how holidays are planned and marketed, while winter travel, cruises, and unique experiences are gaining popularity among Middle Eastern tourists, according to Nabil Sultan Al Murr, the newly appointed Group Chief Executive Officer of global aviation and travel services company dnata.\n\nOperating under the Emirates Group, dnata oversees various aviation and tourism divisions, including ground handling, cargo, travel services, catering, and retail, across 162 cities in 37 countries. With Sultan leading the company, it has been assessing opportunities in emerging markets across the Middle East, Africa, the Indian subcontinent, and Eastern Europe. However, it is the integration of technology and evolving traveler preferences that could significantly impact how people plan and experience their holidays.\n\nAI is rapidly becoming a key player in the tourism sector, with travelers increasingly relying on technology to research destinations and plan their trips. Sultan believes that AI and other technologies can greatly enhance the passenger experience by enabling travel companies to quickly provide relevant offers and products. An example of this is the thousands of hotel contracts handled by dnata, which have been streamlined through AI, allowing for near real-time processing and deal execution.\n\nOne significant trend in the UAE is the growing demand for winter travel, particularly skiing. This once-uncommon trend has become a major focus for dnata, with the launch of a winter program featuring around 10 ski destinations. Additionally, dnata is exploring other winter experiences, such as witnessing the Northern Lights in Finland. Sultan emphasizes that these new experiences cater to the evolving desires of travelers seeking unique and memorable adventures.\n\nLooking ahead, Sultan predicts that cruising will gain substantial momentum in the region, despite historically being a less established form of travel. Cruises are already gaining popularity in the Middle East and Gulf, and Sultan anticipates that this trend will continue. Moreover, the next major shift in the industry may come from Generation Z travelers, who are likely to prioritize different aspects of their travel experiences. Sultan highlights food and healthy eating as potential drivers of change, with travel companies needing to adapt their offerings to meet these evolving preferences.",
  "summary": "From AI-powered travel offers to growing demand for ski holidays, cruises and food experiences, dnata’s new Group CEO Nabil Sultan Al Murr says consumer habits are evolving rapidly.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}