In this exclusive interview, Akira Tanaka, General Manager of FIVE Palm Jumeirah, shares his take on the future of hospitality and how the industry is evolving to meet the growing demands of eco-conscious travellers
From groundbreaking sustainability practices to cutting-edge technological advancements, Akira explains how FIVE Palm Jumeirah is leading the way in creating sustainable luxury entertainment ecosystems. Discover his insights into the key trends shaping the sector and how FIVE Hotels and Resorts are setting benchmarks for innovation, guest experience, and environmental stewardship.
How do you see the hospitality industry evolving in 2025? What major trends do you predict will shape the sector?
Highly curated, eco-conscious personalised services will be a key driver of the future hospitality landscape – and FIVE Palm Jumeirah is already ahead of the curve, seamlessly integrating these elements to ensure it remains at the forefront of the industry’s evolution. As a globally renowned luxury lifestyle destination for Gen Z and Millennial travellers seeking a vibrant entertainment and culinary hotspot with a diverse array of award-winning, homegrown restaurants, bars and nightclubs, FIVE Palm Jumeirah is pioneering the creation of sustainable entertainment ecosystems.
This includes not only top-rated LEED Platinum certification by the US Green Building Council for the luxury hotel’s energy, water, and waste efficiency – it also means that all FIVE Hotel and Resorts’ original F&B venues operate on 100% solar electricity. The kitchen equipment operates with health and air quality factors in mind, using state-of-the-art ecology units and running controls that optimise energy consumption through a Building Management System BMS. Used cooking oil is collected and transformed into biofuel, and FIVE Palm Jumeirah’s F&B staff implement a robust recycling and food waste program.
Within the culinary experience, FIVE Palm Jumeirah procures 50+ fruit and vegetable products grown locally in the UAE and works with MSC and ASC Chain of Custody-certified local suppliers. Overall, FIVE Holdings is recognised as the world’s highest-rated ‘A’ ESG hotel by Global Rating Agency ISS, an achievement that assessed over 100 E, S and G practices within the hotel. With an impressive guest carbon footprint of just 24kgCO2e per night—five times lower than industry competitors—FIVE Palm Jumeirah has set a new benchmark in sustainable luxury lifestyle living.
FIVE Palm Jumeirah also offers bespoke services such as ergonomic workspaces, high-speed Wi-Fi to indulgent treatments at ReFIVE Spa, fitness with ‘MOVE at FIVE’s’ beachfront outdoor gym, easy access to a private beach and outdoor social pools, water sports, and much more.
Sustainability has been a key focus in recent years. How do you think hotels will adapt their practices to meet growing environmental expectations?
Sustainability will continue to remain crucial for all businesses, and hotels will need to implement comprehensive strategies and operational protocols to meet growing ecological expectations. The most significant areas to address within F&B are food waste reduction, implementing eco-friendly materials in the F&B experience, and running strong recycling practices; hotels will need to continue using data to drive long-term improvements in their optimisation of these areas and a strong culture supported by training and incentives. FIVE Hotels and Resorts proudly works in all these areas, within and beyond the kitchen, and continues to define its business model as the premier creator of global sustainable entertainment ecosystems that align with multiple UN Sustainable Development Goals, such as Clean Energy, Innovation, Responsible Consumption, and Climate Action.
FIVE Hotels and Resorts’ eco-initiatives have made a significant impact, reducing its carbon intensity by 63.6%, water usage by 40.6%, and waste by 34.4% since 2020. Through its partnership with Dubai Electricity and Water Authority DEWA, FIVE Palm Jumeirah is the first hotel in Dubai to operate entirely on solar power, avoiding 11,769 metric tons of CO2 emissions in 2023 alone. Water conservation remains a priority with greywater systems driving the saving of over 17 million litres annually at FIVE Palm Jumeirah through a range of applications including irrigation. The hotel remains an active community member, participating in habitat clean-ups, donating old pool towels to the UAE’s largest animal shelter, and upcycling old uniforms to the Beit Al Khair Society for communities in need.
What role will technology play in enhancing the guest experience by 2025? Do you foresee major advancements or shifts?
2025 onwards, technology – AI specifically, will be pivotal in reshaping the hospitality landscape. As guest expectations continue to rise, embracing AI-driven innovations will enable FIVE Hotels and Resorts to provide seamless bespoke experiences on a global scale. Through the strategic use of data and cutting-edge technologies, FIVE Hotels and Resorts will maintain its competitive edge by proactively anticipating guest needs, optimising service efficiency, and designing exceptional experiences. Embracing these technologies will further aid FIVE Hotels and Resorts in setting new standards for excellence in the luxury hotel industry.
As guest preferences continue to evolve, what changes do you expect to see in customer expectations, and how can hotels adapt to meet these demands?
With guest expectations increasingly centred around customisation, the bar will have to continuously be raised, therefore FIVE Hotels and Resorts is committed to integrating cutting-edge technologies into our international ecosystem in order to provide the elevated experiences that guests seek.
The biggest game-changer is undoubtedly AI, which is poised to revolutionise guest experiences by leveraging booking data, preferences, and spending behaviour to create personalised interactions like never before – imagine entering a room pre-set to your ideal temperature and lighting while dining suggestions align with your favourite cuisines.
Augmented and virtual reality will further enhance guest interactions, with AR guides providing on-demand navigation and recommendations, and VR tours offering immersive previews of event spaces and amenities, immersing guests in the layout and ambience before they even arrive.
What do you anticipate will be the biggest operational challenges for hotel managers over the next few years? How can the industry prepare for them?
As guest preferences continue to evolve, one of the key challenges for hotel managers will be maintaining smooth and efficient operations while staying true to the essence of the brand. Guests consistently choose FIVE Palm Jumeirah for live events from world-class talent and culinary excellence, complemented by luxurious living spaces, state-of-the-art amenities, and of course, the hotel’s fabulous private beach—Beach by FIVE.
To guarantee unique hotel stay experiences at the highest levels, such as at FIVE Palm Jumeirah, it is essential to invest in employee training and retention strategies, leverage data analytics to gain deeper insights into guest preferences and adopt flexible technology solutions that enhance overall operational efficiency. Going the extra mile consistently is what has set FIVE Hotels and Resorts apart as leaders in Dubai’s hospitality space.