Central Hotels & Resorts has announced its growth plan for 2026, with a clear focus on high-yield demand from CIS and key European markets. France has been named as a new priority market. The strategy targets steady returns and long-term stability by focusing on regions that show strong travel demand to Dubai.
In 2026, Central will focus on three main source markets: CIS, Germany and the United Kingdom. At the same time, the group will invest in France through targeted campaigns and tailored offers. The goal is to increase bookings and strengthen engagement compared to 2025, supporting wider growth across Europe.
“2026 is about focus and momentum — strengthening the markets that already show strong intent for Dubai while investing in the channels and guest touchpoints that drive conversion and loyalty,” said Abdulla Ahmad Ali Al Abdulla Al Ansari, Chief Operating Officer and Group General Manager at Central Hotels & Resorts. “We are building commercial resilience through a clearer market strategy, an improved digital booking experience, and sustainability initiatives that are practical, measurable, and embedded into the way we operate across our hotels.”
The plan aims to improve results across Central’s commercial operations. The group will push direct bookings, improve channel use, and raise service standards to support stable revenue.
As guests look for clear pricing and simple booking processes, Central will offer the same value across all platforms where travellers find and book the brand.
A key part of the 2026 plan is digital development. Central will launch an upgraded website using modern hotel technology and will expand its partnership with The Hotel Network (THN). This will improve the booking journey and make reservations easier. The group will also continue to offer its best rates across all channels, including OTAs, travel agents and its own website. This approach aims to increase bookings and build guest trust in priority markets.
Sustainability remains a core focus. Central has replaced single-use 50ml bathroom bottles with refillable dispensers. This reduces waste, saves storage space and cuts costs. The company has also strengthened staff involvement through the “Reduce, Reuse, Recycle” programme, which has lowered landfill waste compared to last year.
To build stronger awareness, Central’s Learning and Development team now includes environmental training in staff induction. New Environmental Sustainability Champions will also support the programme and help keep sustainability part of daily operations.
Central has also introduced QR-based hotel guides and digital room service menus. Check-in and check-out processes are now fully paperless. These steps improve guest convenience and reduce paper use. The group is also working with local authorities to follow sustainability standards that may lead to formal recognition as environmentally responsible hotels.
With a clear focus on high-yield markets, a structured plan to grow in France and Europe, and ongoing investment in digital systems and sustainability, Central Hotels & Resorts enters 2026 with a strategy aimed at steady growth and a better guest journey.