The recently concluded Opulence by Ahlan Arabia, an exclusive luxury travel roadshow organised by dnata Representation Services, served as a strategic stage for global hospitality leaders to unveil their 2026 roadmaps. The milestone edition united more than 100 global travel professionals in a complete takeover of Salalah’s Alila Hinu Bay resort, between January 13 to 16 this year.
“Opulence by Ahlan Arabia has firmly established itself as one of the region’s most influential luxury hospitality roadshow, and the response to our second edition in Salalah, Oman has exceeded expectations,” Rakhi Purohit, Head of dnata Representation Services, told TTN in an exclusive.
Following the success of Qatar and now Oman, we are focused on expanding Opulence further across the region and beyond, with new destinations and partners joining the journey
- Rakhi Purohit
“Following the success of Qatar and now Oman, we are focused on expanding Opulence further across the region and beyond, with new destinations and partners joining the journey.
“This momentum reflects the wider growth of dnata Representation Services as a trusted partner for global hospitality brands and tourism boards, and our continued commitment to shaping the future of luxury travel through innovation, insight and strong regional relationships,” she added.
The headline panel, ‘Rewriting the Travel Script: The Next Era of Travel & Tourism,’ featuring John Bevan, CEO of the dnata Travel Group, joined by representatives from WhereIsThis, Atlantis Resorts, and the Oman Convention Bureau highlighted the concierge’s shift from a reactive role to one that anticipates guest needs before they arise. Speakers also explored how AI powered personalisation is enabling real time, seamless, and tailored experiences. The panel further identified storytelling, sustainability, and destination stewardship as key forces redefining the future of luxury travel.
The event featured 28 curated exhibitors and 55 senior buyers from across the GCC and beyond, alongside professionals from across the dnata Travel Group and its partners, creating a dynamic platform for 1,680 pre-scheduled one-to-one meetings. Moving beyond traditional formats, Opulence introduced a ‘Beyond the Ballroom’ concept, with meetings and networking spread across the resort’s scenic spaces, complemented by immersive cultural experiences.
The 2026 edition was backed by Visit Qatar as Platinum Sponsor, spotlighting the country’s newest travel offerings, while Experience Oman played a central role as Destination Sponsor, delivering an immersive exploration of the host country’s landscapes and heritage. Oman is making a fresh push into the specialised meetings and incentives sector, with increased international outreach planned for major events like IMEX to showcase its growing convention capacity.
From the biological wellness retreats of Croatia and the many compelling reasons to visit France, to the logistics of a royal FIFA tour in the US, Opulence highlighted a clear shift: luxury is no longer about the room, but the under-the-skin experience.
Atout France
Zamira Ismatova, Senior Project Manager Middle East & Turkey Regional Office, Atout France - The France Tourism Development Agency, detailed the national goal for the European powerhouse to become a global sustainability leader by 2030. The strategy is two-fold, we learn: pushing hotels toward green certifications and diverting GCC traffic away from the Big Three (Paris, Riviera and Alps) toward nature-rich regions like Lyon, Bordeaux and the Loire Valley. “While acknowledging that travellers from the region don't yet prioritise eco-hotels as much, policy is moving ahead of behaviour to prepare for a greener future,” Ismatova said.
Courchevel Tourism Board
Representatives from the Courchevel Tourism Board in France noted that the resort's upcoming 80th birthday marks a move from ultra-exclusive to a more layered destination. With new openings like Rosewood Courchevel Le Jardin Alpin and The Maya Collection, an ultra-luxury lifestyle group from Monaco, which recently expanded into Courchevel 1850, the message to the trade is to book early. The resort is courting a broader premium audience with expanded gastronomy and more accessible luxury price points.
Warwick Hotels & Resorts
Warwick Hotels & Resorts confirmed that the Hotel Westminster, founded in 1807, achieved its 5th star in June 2025 following a full renovation. Meanwhile, Warwick Champs-Élysées is leveraging its top-20 restaurant ranking and 8th-floor Eiffel-view rooftop to stand out against global chains, proving that heritage and competitive value remain a powerful combination for the Paris market.
Galeries Lafayette Haussmann
Parisian department store Galeries Lafayette Haussmann announced a historic cultural shift: the Paris flagship hosted its first-ever Saudi designer pop-up last month. Operationally, the store is also localising for the Gulf with digital wallet vouchers. Spending over €600 now unlocks a fast-track tax refund, refreshments, and hotel delivery - all trackable via QR code, bridging the gap between luxury retail and digital convenience.
Printemps Haussmann
Romain Bernard, Deputy Director Business Development of Parisian department store Printemps Haussmann highlighted the modernisation of its iconic address. The department store is deepening its VIP and Arabic-speaking personal shopper services, focusing on hands-free shopping and luxurious private lounges to cater specifically to high-spend Middle Eastern shoppers seeking a blend of historic architecture and modern personalisation.
369°Hôtels-Maisons
Jeff Macquet, Directeur Général Adjoint chargé du commerce et Marketing, of boutique luxury 369°Hôtels-Maisons detailed an eight-property collection pivoting hard to the GCC. Highlights include Megève, where GCC is now the leading summer market for their ultra-luxury apartments; St Tropez, a resort attracting LVMH and Cartier, featuring an 18-species citrus garden; St Barth, with Tropical Hotel (Relais & Châteaux) and an 8-bedroom villa with museum-grade art; and Château in Chantilly offering France’s largest castle-hotel (120 rooms), available for full buyouts.
Lošinj Hotels & Villas
Lara Soldičić Vodarić, Director of Sales, Leisure and Corporate, Lošinj Hotels & Villas, presented the Island of Vitality, a Croatian destination pitching scientifically documented respiratory benefits. With over 1,000 plant species creating therapeutic aerosols, the island is marketing medical-wellness to the GCC. The hero product for the Middle East is the ultra-luxury private residence, bookable only as a full family buy-out with its own beach, spa, and private cinema lounge.
Regnum
Regnum Carya, the mega-resort of Antalya showcased an estate of over 1 million sqm. The property features Europe’s first fully lighted golf area for night play and a rooftop infinity pool cooled to 20°C for the peak Antalya summer. With arguably the largest kids' club in Europe and villas ranging up to 6 bedrooms, including the Crown Villa with cave bedrooms, the property is positioning itself as a direct competitor to Dubai’s mega-resorts for the summer season.
Destination Asia
Patrick Chase, Regional Director of Sales at Destination Asia’s corporate office, signalled a shift from logistics to curation. Now operating across nine destinations with a new ownership structure, the DMC is focusing on story-worthy products - think seaplane-to-yacht transfers and celebrity-chef in-villa meals. The goal is to move the FIT and MICE segments beyond traditional sightseeing into deeply local, high-touch territory.
Cuurate
Cuurate explained the brand’s focus on the extra U in its name - placing the client at the centre. Specialising in Sri Lanka and the Maldives, the boutique advisory is targeting the global UHNW segment with private jets and bespoke ground clearances, filling a gap for ultra-personalised travel advisory.
Mango House and Bay Club at Anahita
These properties highlighted a trend toward segmentation. Mango House (Seychelles) is strictly positioning itself as a child-free relaxation retreat, while Bay Club at Anahita (Mauritius) is focusing on golf and F&B to attract the GCC family profile. The takeaway: Indian Ocean brands are becoming niche-specific rather than one size fits all.
Alila Kothaifaru Maldives
Alila Kothaifaru Maldives announced new two-bedroom beach villas and large residences that now include dedicated maid’s rooms, kitchens, and ample storage, explicitly designed to accommodate the extended-stay requirements of GCC families.
America and Beyond
Roger L. Montgomery, President & CEO of US high-end DMC America and Beyond revealed they are building a dedicated offer for GCC Royals for the 2026 World Cup. With ordinary rooms jumping from $800 to $2,000+, and suites exceeding $100,000, the DMC is focusing on speed and pace - handling private islands, hotel floor buyouts and bespoke in-room gyms for those who already have their tickets but need the ‘impossible’ logistics solved.
Atlantis Dubai
Atlantis Dubai announced a significant push in B2B training. Through the OTT (Online Travel Training) platform, agents can become Atlantis Experts and win holidays. Recent product updates at Atlantis The Royal include the opening of Carbone and the redecoration of the Explorers Kids Club, now serving infants to 17-year-olds until 11 PM, a high-value proposition for GCC families travelling without nannies.