In a keynote at the Hotelier Maldives GM Forum 2024, John Bevan, CEO at dnata Travel Group, shared his insights on the evolving landscape of luxury travel and the future of the Maldives as a premium destination. John, who has been based in Dubai for the last three and a half years, leads dnata’s global travel portfolio. His address emphasised the changing preferences of luxury travellers and the opportunities for destinations like the Maldives to adapt to new trends.
Bevan began by reflecting on how travel has transformed since the pandemic. “COVID reset the world in a way none of us anticipated,” he remarked, highlighting how the Maldives gained prominence during this time for being one of the first safe, secluded travel options. The islands, known for their exclusivity, quickly became a top destination for travellers seeking safety and luxury.
He noted that post-pandemic travel saw a surge in what he called “revenge travel,” where travellers, having been grounded for years, were eager to spend on shorter booking windows and high-end experiences. “We sold holidays with long-haul brands for travel within weeks—something we had never seen before,” Bevan said. While booking patterns have normalised, the demand for premium experiences has stayed, with younger generations and families increasingly embracing luxury travel.
Bevan emphasised that luxury travel has expanded to include a younger, more diverse audience. Families, younger groups, and even first-time luxury travellers are increasingly seeing the value in high-end services, including flying business class or staying at five-star hotels. “People who might have once thought luxury was out of their reach are now realising its worth,” Bevan explained, crediting the impeccable service and experiences provided by destinations like the Maldives.
He also touched on the significant impact of social media, particularly in influencing the travel habits of affluent UAE and Saudi travellers. “We’ve seen how social media posts by influential figures, like Sheikh Hamdan, can drive demand for a destination,” Bevan shared. He noted that the UAE’s highly educated and affluent travellers are now exploring beyond traditional luxury hubs like London and Paris, with the Maldives gaining popularity.
According to Bevan, the pandemic accelerated certain trends that were already gaining traction. One such trend is “bleisure” (business and leisure), though he pointed out that some major corporations, such as Amazon, are shifting back to in-office work. However, the demand for longer stays and more immersive experiences remains strong, driven in part by a heightened awareness of sustainability.
“People are now more conscious of their impact when traveling, so they are opting for longer stays,” Bevan said. He also highlighted the growing desire for meaningful experiences, whether they are culinary adventures, cultural immersion, or wellness retreats.
While Bevan praised the Maldives for its post-pandemic success, he also pointed out challenges facing the destination. With a significant number of new properties developing, internal competition is growing, which could put pressure on pricing. Additionally, the reopening of global destinations means increased competition. Bevan stressed the importance of differentiating the Maldives from other luxury hotspots and attracting a wider range of travellers, particularly families and multi-generational groups.
He also emphasised the importance of the Tourism Board’s role in reshaping the perception of the Maldives. “It’s not just a honeymoon destination,” Bevan asserted, urging for a marketing shift that includes families and larger groups. “If we don’t change that perception, you may lose out to other destinations that are viewed as more inclusive.”
Bevan expressed his excitement about dnata’s future plans, which include expanded roadshows and events to bring international travel buyers and Maldivian hoteliers together. He underscored dnata’s commitment to the Maldives as a top destination and their determination to help drive a shift in its global image.
“The Maldives is an iconic destination,” Bevan concluded. “But there’s still work to be done to open it up to new markets, and we’re ready to help in that journey.”
This year’s GM Forum, now in its eighth edition, focused on ‘The Evolving Luxury Landscape’ in the Maldives. Industry leaders discussed the future of luxury travel, including the new luxury traveller’s psyche, digital marketing, and sustainable practices. The forum featured diverse panels and interactive sessions, emphasising personalised guest experiences and local cultural integration. It aimed to foster active participation and share innovative case studies from the luxury travel industry.
Sponsors and partners of GM Forum 2024, the largest gathering of hospitality leaders, include:
- Ooredoo Maldives: Digital Partner (Title Sponsor)
- Bestbuy Maldives (BBM): Silver Sponsor
- Dhivehi Insurance: Silver Sponsor
- Fuel Supplies Maldives: Silver Sponsor
- Maldives Airports Company Limited (MACL): Silver Sponsor
- Manta Air: Aviation Partner
- Male’ Aerated Water Company: Beverage Partner
- Atmosphere Wellness: Wellness Partner
- Souvenir Marine: Transport Partner
- Printlab: Printing Partner
- CROSSROADS Maldives: Venue Partner
- Lights Out: Coverage Partner
- Associate Sponsors: Alia Investments, Villa Hakatha, GAGE, Wyntronix, Uniforms Unlimited and Spa Ceylon Maldives
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