Collaboratively setting new industry benchmarks, creating destinations that seamlessly integrate innovation within mixed-use projects, with the aim to empower the localness and deliver value to investors, will be crucial for the market rebound and the recovery of hospitality, saysMarloes Knippenberg, CEO of Kerten Hospitality – a global hospitality group. She is one of the speakers at the Future Hospitality Summit (FHS) KSA held on October 26-27th.
Organised by Saudi Arabia’s Ministry of Tourism and the G20 Saudi Secretariat, the forum will witness global leaders debate the pressing topics for the industry today and the role of innovation in the hospitality space – a topic aligned with Saudi Vision 2030. In a panel, in addressing adaptability in the New Normal, Marloes will focus on the roadmap for disruptive brands that look at flexible space models as monetizeable assets with the lifecycle of projects in mind.
Marloes said: ”Mixed-use projects with different components that offer innovative hubs for work-play-sleep and eat within lifestyle destinations. Redefining the changes of how people choose to live, work, socialise and meet to collaborate will propel a Rethink of commercial and residential spaces that combine multiple components within a larger ecosystem. Looking at short and long-term stay complemented by a working space, health and wellness options, retail as well as Food and Beverage will be essential for the recovery of our industry that continues to battle the storm on way to recovery.”
Spaces that de-risk investments, ensure project longevity and bring shareholder return will be at the heart of projects globally. With a line of smart infrastructure projects like Qiddiya, NEOM, Amaala, and the Red Sea project, Saudi Arabia – the regions’ largest economy is well positioned to pioneer the global direction. For such futuristic examples of brand collaborations, project size is not if essence. They demonstrate the real estate evolution that emerges to meet the changing demands for community build. More on the opportunities and the potency of this strategy hear from Marloes during the session on October 26th at 17:00 KSA. More details on the summit: www.futurehospitalitysummit.com