By: Katerina Dixon: AVP Regional Marketing and Corporate Communications MEIA, Shangri-La Group

What is increasingly clear is that relevance today is not driven by novelty alone, but by meaning. In a region as diverse and fast-moving as the Middle East, guests are becoming more thoughtful about the brands they choose to engage with, and why.

At Shangri-La, our approach to marketing last year has been shaped by balance, evolving how we communicate, while staying anchored in who we are. Over the past year, rather than focusing on one defining moment, we concentrated on a series of campaigns and initiatives that allowed each destination to express its own identity. The aim was never to replicate a global formula, but to ensure our values came through in a way that felt locally relevant and emotionally real.

One of the biggest shifts we’ve seen is a move away from surface-level storytelling. Guests today are looking for substance. They want experiences, and campaigns, that feel considered and intentional. As a global brand, our challenge isn’t about being the loudest or the most experimental. It’s about being clear, consistent and honest in how we show up.

This thinking shaped our work across markets. Paris continues to lean into its elegant, timeless rituals. Abu Dhabi brings families and communities together especially and takes part in city-wide events. Mauritius highlights its local culture and natural rhythm. Each destination has its own heartbeat, and our role is to respect that, rather than override it. For us, this isn’t a marketing strategy, it’s simply how we believe brands should operate.

As the world becomes more digital and interconnected, the idea of luxury is also changing. It’s no longer defined by how impressive something looks, but by how it makes you feel. Trust plays a central role here, particularly for legacy brands like us. And trust isn’t permanent – it needs to be earned again and again. Reinvention doesn’t mean abandoning identity, but instead it means finding new ways to express it through thoughtful storytelling, partnerships and meaningful moments.

Looking ahead to 2026, my prediction is that brands will need to move from personalisation to participation. Audiences won’t just want tailored messaging and they’ll want to feel involved. The strongest campaigns will be those that invite collaboration, create shared experiences and build genuine community.

Technology will continue to evolve, but it shouldn’t be the headline. Used well, it can support connection. Used poorly, it can distance brands from the people they’re trying to reach. For us, the focus remains on deepening emotional connection because trends may change but human warmth doesn’t.

At Shangri-La, we don’t just think in terms of campaigns. We think in terms of stories, memories and relationships. And that’s where meaningful marketing begins.