John Bevan on dnata’s strategic pivot and the new frontier of Middle Eastern luxury
In the increasingly crowded theatre of global travel, dnata Travel Group is no longer content with just moving the masses. Under the leadership of CEO John Bevan, the group is executing a sophisticated pivot away from the race for volume, focusing instead on the lucrative, complex, and high-margin segments of the experience economy. As 2026 unfolds, Bevan is steering dnata toward a future where human expertise is the ultimate premium and the Middle East is redefined as a multi-centre luxury playground.
In this exclusive interview, Bevan breaks down the group's accelerating B2B momentum, the high-touch reality of the modern traveller, and a tantalising new vertical designed for the world’s most discerning A-listers.
We’re seeing stronger demand for premium, curated and higher-value travel across the Group
- John Bevan
Quality over quantity
The most significant shift in dnata’s current playbook is a clear transition toward value. While the industry often obsesses over passenger counts, Bevan is looking at the yield.
“We’re seeing stronger demand for premium, curated and higher-value travel across the Group,” Bevan tells us. “While volume remains important, our strategy is increasingly focused on high-value partnerships and higher-yield products, from luxury desert experiences to premium-class corporate travel.”
This isn't just a corporate mandate; it’s a response to a bifurcated market. Bevan identifies a dual demand that is reshaping dnata's DNA. “Typically, we observe two distinct types of travellers: those who want something quick, easy, and transactional and those seeking more complex journeys that require specialist knowledge and support.”
For the latter (families needing adjacent rooms, specific transfers, or bespoke itineraries), the human script remains irreplaceable. “In-store or phone-based service remains a strong preference in the UAE for more expert, personalised guidance,” he notes. “This dual demand shapes how we design our products and channels.”
Multi-centre Middle East
When asked about the gaps in the current landscape, Bevan’s excitement is palpable. He sees a future where the GCC mirrors the seamless, multi-destination appeal of Europe.
“An exciting gap we see in the regional travel landscape is the growing opportunity for multi-centre Middle East travel,” Bevan explains. “We plan to build on the success of our stopover programmes by positioning Dubai beyond the beach and creating seamless itineraries that connect the UAE with Oman and other GCC destinations.”
The vision is ambitious: a ‘watch this space’ project involving entirely curated, tailor-made holidays for high-net-worth travellers. “This new proposition will be designed and led from here in the Middle East,” he teases, promising "exclusive accommodation, private access, and rare experiences."
B2B acceleration
While dnata remains a household name in retail, the engine room of the group - its B2B division - is seeing the fastest acceleration. “B2B growth is accelerating across wholesale, representation, cruising, touring, and more – and this will continue,” Bevan says.
Asia remains important strategically. Following a 2025 expansion into South Korea, Bevan aims to connect Asian destinations even more closely with dnata’s global distribution network. Closer to home, the focus is on capturing the outbound Saudi leisure traveller. “With more than 60 years of experience, we’ve developed strong partnerships and secured several exclusive, high-value package offerings – giving Saudi travellers compelling reasons to choose dnata.”
Human experience
In a world obsessed with automation, Bevan’s stance on AI is refreshingly grounded. For dnata, technology is a supporting actor, not the lead.
“As we grow our global businesses, we aim to strike a balance between new technologies and enhancing the core of our business: the human experience,” he says. While AI handles the heavy lifting of automation and service efficiency, Bevan is firm that it cannot replace the artisan. “Technology complements – not replaces – the human expertise that drives exceptional, tailor-made travel experiences. We continue to invest in our people and retail stores accordingly.”