As global hotel groups, tourism boards and luxury brands compete for a share of Saudi Arabia’s growing outbound travel market, industry leaders are being urged to rethink traditional approaches to luxury.
Sulaiman Al Romi, Chairman of the Advisory Board Committee for the Kingdom Business & Luxury Travel Congress (KBLT), says international brands must move beyond visible displays of luxury and focus instead on privacy, cultural understanding, trust and highly discreet service.
"Security for Saudi VIP travellers extends far beyond physical safety," Al Romi said. "It encompasses cultural assurance, social respect, and strict privacy protection. International suppliers often underestimate this by equating luxury with visibility or excess, whereas Saudi travellers value subtlety, anticipation, discretion, and understated excellence." His comments come ahead of the 5th Annual Kingdom Business & Luxury Travel Congress (KBLT) 2026, taking place from September 6-7, 2026 at the Mövenpick Hotel and Residences Riyadh in Saudi Arabia.
Discretion over display
According to Al Romi, many international operators continue to rely on grand gestures, highly visible service and spectacle when targeting luxury travellers.
For Saudi clients, however, the strongest experiences are often those that remain largely unseen.
Service that anticipates needs without being intrusive, staff who understand cultural context and experiences designed around restraint can be more valuable than overt displays of extravagance.
The shift also extends to personalisation, with Al Romi highlighting the importance of balancing sophisticated service with privacy and responsible data use.
"For high-profile Saudi travellers, personalisation must be built on trust, restraint, and controlled data use," he said. "The future lies in closed ecosystems, trusted service teams, and technologies that enhance the experience without increasing digital footprint or public visibility."
Younger, more experience-driven
Al Romi also points to the changing profile of Saudi outbound travellers.
The new generation is younger and more informed, with interests increasingly focused on wellness, gastronomy and meaningful cultural experiences rather than traditional status symbols.
This evolution is encouraging destinations and luxury operators worldwide to develop more tailored offerings, including Arabic-speaking service teams, curated experiences and privacy-focused services.
For brands, the opportunity is significant, but success depends on moving beyond generic luxury packages and developing a deeper understanding of Saudi travellers’ expectations.