AI and ski to cruises and Gen Z: dnata’s CEO on the trends driving travel in the UAE and beyond

Dubai-based aviation and travel services firm dnata is adapting to rapid shifts in consumer behaviour and technology under its new Group Chief Executive Officer Nabil Sultan Al Murr, who took the reins in June 2026. Overseeing operations across 162 cities in 37 countries as part of the Emirates Group, dnata is rolling out AI-driven processes, launching a winter travel programme of around 10 ski destinations, and repositioning products to capture growth in cruises, food tourism and Gen Z-led trends.

"I honestly think that AI and technology will bring in huge advantages in terms of improving the whole passenger experience and being able to put out the best offers and products," Al Murr told delegates at Arabian Travel Market in Dubai.

Technology and operational change

Al Murr emphasised that AI is already reshaping how holidays are researched, planned and sold. He cited dnata’s thousands of hotel contracts as a concrete example: contract information that was previously processed manually and could take months to enter into systems is now handled with AI, allowing deals to appear "in almost real time." The CEO described the change as delivering "agility and speed and improvement in the whole work process."

• Company scope: dnata operates in aviation and tourism divisions including ground handling, cargo, travel services, catering and retail.
• Geographic focus: dnata is assessing opportunities across the Middle East, Africa, the Indian subcontinent and Eastern Europe.
• Operational impact: AI is being applied to contract processing, customer offers and the passenger journey from inspiration to airport experience.

Shifts in demand: winter travel, cruises and experiences

Beyond technology, dnata is tracking notable changes in what consumers want from travel. Al Murr pointed to a growing appetite among travellers from the UAE for winter holidays — including skiing and Northern Lights experiences in destinations such as Finland — which the company had not seen four to five years ago. In response, dnata has introduced a winter programme covering approximately 10 ski destinations and is broadening its product set to include other seasonal experiences.

Cruising is another area identified as gaining traction in the Middle East and Gulf. "We see cruising now is becoming a huge trend. And you know that was never the case in this part of the world," Al Murr said, underlining a strategic pivot to build capacity and offerings in maritime leisure options.

Generational change and food tourism

Looking ahead, Al Murr flagged Generation Z as a potential catalyst for fresh travel trends over the next five years, noting younger travellers "probably look at different sorts of priorities in their travel experience." He singled out food tourism and healthy eating as rising priorities that dnata is exploring to meet evolving demand: "Food and healthy food is becoming a real trend. So how do we bring that element into travel?"

With a footprint spanning 162 cities and operations across multiple travel verticals, dnata’s strategic emphasis on AI, experiential travel and younger demographics signals a broader industry push to combine technological acceleration with new product innovation as consumer habits evolve.