Atiom’s new report details what GCC travellers consider important

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AI-driven behavioural platform Atiom presents a new report showing the elements most important to guests coming from Gulf Cooperation Council (GCC) member nations.

This is the very first edition of the report produced specifically for the Middle East and North Africa, with particular attention to GCC members Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates.

As such, it offers readers a comprehensive look into the region’s hospitality sector, along with the factors influencing and driving its growth.

Likewise, it delves into what prompts travellers to leave positive reviews for hotels, enabling hospitality management firms to see areas for improvement and further development to boost their standing in the rankings.

Atiom chief executive Matthew Spriegel said of this particular edition of the Index: “It’s never been timelier for hospitality leaders in the Middle East and North Africa to consider what drives positive guest experiences as they gear up for a record summer season and growing regional traveler volumes, with markets like the UAE and Saudi Arabia forecast to receive over 60 million combined visitors in 2025. Guest expectations are evolving faster than ever, and in order to stay ahead, hospitality professionals must have a means to identify and measure the components of what makes a truly exceptional experience. By bringing rigor to professional growth, soft skill development, and engagement, properties and their service teams can create the kind of sustainable, repeatable, guest service that drives long-term loyalty.”

Changing the game in a dynamic region

The GCC edition of Atiom’s 2025 Hotel Service Index revealed that hotels garnering the highest scores are outperforming the competition, not just in terms of luxury but also service quality, personalisation, and guest recognition.

Among the properties listed in the report generated by the Hub71 startup are the Crowne Plaza Riyadh and Vida Emirates Hills.

The GCC edition also specifically listed the top ten hotels in the United Arab Emirates which are as follows:

1. Vida Emirates Hills
2. Conrad Dubai
3. Radisson Blue Hotel, Ajman
4. Al Khoury Courtyard Hotel
5. Vida Dubai Marina & Yacht Club
6. Rove Trade Centre
7. Ramada by Wyndham Downtown Dubai
8. Kempinski The Boulevard Dubai
9. Fujairah Rotana Resort & Spa
10. The WB Abu Dhabi, Curio Collection by Hilton

The findings that matter

The Atiom Hotel Service Index 2025: GCC edition took note of three specific areas in the region’s hospitality sector.

Service trumps mere reputation

While many hotels, particularly those categorised as luxury establishments bank on the strength of prominent or legacy brand names, this did not assure them a place among the top rankings.

Hotels that did make the cut, however, were recognised for service excellence as proven by guest reviews lauding them for service and amenity quality.

Individual staff members matter

In establishments as large as hotels in the Middle East, it is easy for individual employees to be lost in the throng.

However, there were several cases within this year’s index wherein guest reviews cited the service of a single member of a hotel’s staff.

This may be construed as proof of the importance of every employee in a property’s operations and its eventual success.

Personalisation leads to better, more sincere reviews

While all-around service excellence drives the success of a property, making such service personal for guests takes it to a completely different level.

The report noted that guests who encountered personalised service at hotels were more likely to leave positive reviews as they felt that the property staff truly looked after their needs in the best manner possible.

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