The Global Sustainable Tourism Council (GSTC) participated in the Future Hospitality Summit (FHS) held in Dubai from 27–29 October 2025 at Madinat Jumeirah. The event brought together leading hospitality investors and senior decision-makers to explore key issues in hotel development, sustainability, innovation, and entrepreneurship.
This year, FHS World marked its 20th anniversary, celebrating two decades of connecting the global hospitality investment community.
Roi Ariel, GSTC General Manager, moderated a panel discussion titled “Franchise Models: A Barrier for Sustainable Hospitality — or a Catalyst for Change?” featuring Bani Haddad, Founder & Managing Director, Aleph Hospitality; Klaus Assmann, COO Middle East, India & Southeast Asia, United Hospitality Management; David Thomson, SVP, The First Group; and Yasser Ahmed, CEO, Action Hotels Company.
Participants discussed the evolving role of franchise models in shaping the future of sustainable hospitality. They examined how these models, often perceived as rigid, can also serve as enablers of innovation, investment efficiency, and positive environmental impact when aligned with sustainability goals.
“This relationship triangle of brands, owners, and operators, in regards to sustainability is not discussed often enough.” Said Mr. Ariel.
“Franchise brands face real challenges in translating global sustainability standards into practice on the ground, especially across diverse markets and infrastructures. Owners often turn to management companies or hotel operators when they believe greater customization and local insight can deliver better results and value. Sometimes these operators even push for higher sustainability targets than the brand.” Mr. Ariel added.
The session concluded with a shared acknowledgment that advancing sustainability within franchise operations requires not only clear standards and accountability but also a mindset shift across the value chain. As hospitality brands continue to evolve, integrating sustainability at the core of business models will be essential to ensuring long-term competitiveness and positive global impact.
