Dubai, UAE – As multigenerational travel continues to reshape the Middle East’s hospitality landscape, Shaza Hotels is witnessing a growing shift in the expectations of families seeking luxury stays. Travellers are increasingly looking for meaningful experiences, personalised services and greater flexibility, allowing each generation to enjoy a holiday in its own way while still creating memorable moments together.

“Family travel has evolved considerably,” said Shaji Abu Salih, Vice President of Business Development & Growth at Shaza Hotels and Mysk by Shaza. “Families are no longer simply looking for a hotel with good rooms and leisure facilities. They are looking for experiences that bring generations together, create lasting memories and, at the same time, recognise that every member of the family may want something different from the holiday.”

The shift is particularly evident among families travelling from the GCC and the wider region. Shaza Hotels is seeing increased demand for spacious and flexible accommodation, greater privacy, diverse dining options, wellness and recreational facilities, engaging activities for younger guests, and environments where families can feel genuinely comfortable.

With family at the heart of its hospitality philosophy, Shaza Hotels sees this evolution as closely aligned with its approach to the guest experience.

“A multigenerational family cannot be viewed as one guest segment,” Shaji explained. “Children, teenagers, parents and grandparents may have completely different expectations. The opportunity for hotels is to create an environment that gives them choice when they want it and brings them naturally together when it matters.”

This balance between togetherness and individuality is becoming an increasingly important factor in the design of family-focused hospitality. While spacious accommodation and flexible, family-friendly room configurations remain essential, travellers are also placing greater emphasis on varied dining experiences, children’s activities, wellness offerings, recreational facilities and welcoming social spaces where different generations can connect.

Personalisation is also emerging as a key driver of guest loyalty. Understanding dietary requirements, remembering individual preferences, recognising returning guests and anticipating the needs of different family members can transform a hotel stay from a simple holiday into a more meaningful and lasting relationship between guests and the brand.

“Ultimately, repeat business is built through emotional connection,” said Shaji. “Families return to places where they feel recognised, comfortable and genuinely looked after. That sense of belonging is one of the most powerful forms of loyalty we can create.”

He added: “Our objective is simple: every generation should be able to experience the hotel differently, while the family remembers the journey as one shared experience.”