Trends that will define the future of leisure & entertainment in 2022

(Part 1 of 2)

Looking back on 2021, there is no doubt that this has been a time of radical change in the leisure and entertainment industry.?

While we must acknowledge the disruption caused by the Covid-19 pandemic, our emergence from this uncertain period has also led to technological, economical and societal shifts that have carved out fantastic growth opportunities.?

If 2020 was the year we hunkered down as the pandemic took over and 2021 was the year of recovery as our communities and businesses recuperate; 2022 will mark a turn in events as we take the tools and lessons from before and charge into the future.

From personalisation to digitisation, it was exciting to see all the ways we have prospered in this last year.?

In 2022, my prediction is that we will only grow from our learnings and adapt a more refined approach to guest experiences, continuing to invest in digitisation and unearth a new sustainable approach as we venture forward.

Trend #1: Committed to make change

Encouraging sustainable development and protecting the environment have always been key pillars to support Abu Dhabi’s long-term growth.?

Faced with clear evidence of our industry’s contribution to climate change, entertainment and leisure offerings have positively started to review areas of concern and objectively address and implement environmental awareness measures.?

Increasingly, Miral has reviewed its approach and started to incorporate sustainable thinking and initiatives across its portfolio.?

Through our partnership with SeaWorld Parks & Entertainment, we are bringing SeaWorld Abu Dhabi to the Emirate. This unique development will look to provide our guests with the opportunity to witness and learn from the next-generation marine-life park, incorporating SeaWorld’s 55-year history in marine conservation. As part of our joint efforts to protect and support local wildlife, SeaWorld Abu Dhabi will also include the Yas SeaWorld Research and Rescue Center – the first-ever dedicated marine research, rescue, rehabilitation and return center in the UAE.?

This mega-project showcases the promise and potential to weave enriching conservation efforts into Miral’s existing range of offerings, which will allow guests to not only enjoy our attractions, but also be educated, inspired and play a role in a variety of sustainability efforts.?

We have also partnered with Tabreed, the UAE- based international district cooling developer to deliver a designated cooling plant for the site to benefit from a sustainable source of cooling.

However, we also incorporate sustainable practices into other aspects of our business to ensure our commitment to our community and stakeholders. For example, the iconic Etihad Arena is set to become one of the world’s first green arenas in the coming years. Named the Sustainable Building Design of the Year at the prestigious MENA Green Building Awards 2018, its sustainable design leverages the best-in-class green standards and energy saving practices.

At Warner Bros. World? Abu Dhabi on Yas Island, we’ve taken this one step further. We’re working with Masdar to develop Abu Dhabi’s largest rooftop solar photovoltaic project. This will power the theme park to eventually become the largest solar powered theme park in the GCC.?

Renewable energy is the future. Only recently, two major milestones have been achieved. The UAE has announced its plans to achieve carbon neutrality by 2050, whilst also securing the bid to host the Cop28 Convention on Climate Change in 2023. As a nation we are ready and welcome ongoing dialogue surrounding our planet’s shared climate challenges.?

Together, all industries and governments must lead the climate change conversation from the front, this also includes all private and public businesses. Looking ahead, Miral will actively strengthen its efforts with more activity in this area to follow.?

Trend #2: Guests know what they want??

In 2022, I believe there will be an increased focus for companies to provide opportunities and share messages that authentically resonate with guest interests – whether this is through digital or more traditional channels.?

It’s clear that guests know what they want. When we built a couple of the roller coasters and the Family Zone at Ferrari World Abu Dhabi – the former was driven by our design and development teams and the later was driven by customer feedback. Despite being a record-breaking roller coaster attraction, the Family Zone has proved to be the most popular amongst our guests. This example epitomizes the power of feedback and delivering to and for your customers.?

Guests are increasingly looking for destinations that reflect their individuality. With the seemingly never-ending evolution of social media, every individual has a personal brand that they portray publicly. Visitors have a sense of pride in travelling to destinations and experiencing something new and unique, particularly something that showcases what they are all about.?

Our role is to help our guests tell a seamless story that they can share with their friends, family and followers. For example, through our partners and deployment of advanced technologies, we can customize experiences and leverage state-of-the-art recognition algorithms that sends photos of guests on a ride directly to their Yas Island app. It’s exciting to live in a time where we can keep harnessing new technologies so quickly to innovate ourselves and achieve the best for our guests.??

More to come in part two of this article…