SCALE MIDDLE EAST 2025 GALLERY
The Schedule
Day 1
October 22, 2025
Day 2
October 23, 2025
09:00 - 09:45
Foyet
Attendee Arrival & Networking
09:45 - 10:00
SCALE Stage
Opening Remarks
Speakers
10:00 - 10:30
SCALE Stage
Dubai Tourism Outlook 2025. Shaping the Future of Hospitality in Dubai
Speakers
Moderator
10:30 - 11:00
SCALE Stage
Market Pulse: Data‑Driven Insights for Dubai
Market leaders dissect data trends, from occupancy and ADRs to demand drivers. Learn how to use insights to optimize performance and anticipate market shifts.
Speakers
11:00 - 11:30
SCALE Stage
Revenue Growth in 2026: Global Insights and Middle East Opportunities
Mature markets have valuable lessons in regulation, growth, and technology adoption. Practical strategies for Middle East property managers to win in 2026.
Speakers
11:30 - 12:00
Foyet
Coffee Break & Networking
12:30 - 13:00
SCALE Stage
Roundtable Discussions
13:00 - 13:30
SCALE Stage
Capital Growth: Abu Dhabi’s STR Landscape
Abu Dhabi is ramping up investment in tourism and STR. A look at the market’s growth, regulations, and opportunities.
Speakers
Moderator
13:30 - 15:00
Lunch Break
15:00 - 15:30
SCALE Stage
Winning the Guest Before They Book
Explore modern marketing strategies for STR operators. From storytelling to social media to performance marketing, discover what truly drives conversions today.
Speakers
15:00 - 15:30
Knowledge Room
M&A in Dubai’s Holiday Homes: Insights, Process, and Strategies
Abu Dhabi is ramping up investment in tourism and STR. A look at the market’s growth, regulations, and opportunities.
Speakers
15:30 - 16:00
SCALE Stage
From OTA Dependence to Direct Bookings Dominance
Learn proven tactics to drive direct bookings and reduce OTA reliance. A mix of operator stories and tech insights from those leading the direct booking movement.
Speakers
Moderator
15:30 - 16:00
Knowledge Room
Taxes & Accounting in STR: What Every Operator Must Know
From VAT to local compliance, the financial side of STR can’t be ignored. This session breaks down the essentials of taxes and accounting so property managers can stay compliant and profitable.
Speakers
16:00 - 16:30
SCALE Stage
Reputation at Scale: Managing Reviews and Customer Experience for Growth
In an industry where trust drives bookings, reputation is everything. This session uncovers best practices in review management, customer experience, and service consistency — and how operators can preserve their brand and guest satisfaction while scaling rapidly.
Speakers
Moderator
16:00 - 16:30
Knowledge Room
The Guest Experience Multiplied: Scaling Smart Without Diluting the Luxury Touch
Balancing operational efficiency with Dubai’s signature high-end hospitality expectations.
Speakers
16:30 - 17:00
SCALE Stage
From PMS to AI: Choosing the Right Tech Stack
With so many tools available, how do you choose the right stack? Leaders share how to select, integrate, and maximize technology to boost efficiency and profitability.
Speakers
Moderator
16:30 - 17:00
Knowledge Room
Building Memories, Building Loyalty
Exceptional experiences create powerful brands. This session looks at how service, storytelling, and consistency can transform guests into advocates.
Speakers
17:00 - 20:00
Drinks & Networking Event
09:00 - 09:30
Foyet
Attendee Arrival & Networking
09:30 - 10:00
SCALE Stage
Abu Dhabi Tourism Outlook 2025; Shaping the Future of Hospitality in Abu Dhabi
Speakers
Moderator
10:00 - 11:00
SCALE Stage
Roundtable Discussions
11:00 - 11:30
Foyet
Coffee Break & Networking
11:30 - 12:00
SCALE Stage
Smarter, Faster, Cheaper: AI in Everyday Property Management
Artificial intelligence is transforming how property managers price, operate, and engage guests. This session shows why ignoring AI is a competitive risk — and how to start using it today.
Speakers
Moderator
11:30 - 12:00
Knowledge Room
From 0 to 75+ Units: 7 Mistakes I'd Never Make Again
How I Scaled From 0 to 75 units in Dubai – the costly mistakes, key lessons, and the steps that actually drive profitable growth
Speakers
12:00 - 12:30
SCALE Stage
Growth, Stability or Correction?
A candid discussion on Dubai’s real estate market: are we headed for growth, stability, or a correction? Experts weigh in.
Speakers
Moderator
12:00 - 12:30
Knowledge Room
Build a Bankable STR Plan
Every successful business starts with a plan. Learn how to create, finance and execute an STR business plan in today’s environment.
Speakers
12:30 - 13:00
SCALE Stage
From 10 to 1,000 Units: The Scaling Playbook
Leaders share strategies and pitfalls from scaling STR portfolios. Learn how to grow sustainably while maintaining quality.
Speakers
Moderator
12:30 - 13:00
Knowlegde Room
Finding Profitable STR Properties in Dubai
How do you identify properties with STR potential? Experts share the key indicators and pitfalls to avoid.
Speakers
13:00 - 13:30
SCALE Stage
Growth Without Chaos
Scaling isn’t just about adding units. This session explores sustainable growth strategies that protect quality and profitability.
Speakers
13:00 - 13:30
Knowledge Room
Understanding the OTA Algorithms to Boost your Revenues
A practical walkthrough of how OTA ranking and pricing algorithms work—and the specific levers you can optimize to climb search results and convert more bookings.
Speakers
13:30 - 15:00
Lunch Break
15:00 - 15:30
SCALE Stage
Where to Invest Next in the Intersection of RE & Hospitality - Alternative Asset Plays in STR
Investors are diversifying into alternative asset classes. Explore the intersection of hospitality and real estate in 2025.
Speakers
Moderator
15:00 - 15:30
Knowledge Room
Automation for Growth: The Lean Operator’s Playbook
The most important tools, automations and workflows that save hours, reduce errors, and make scaling smooth.
Speakers
15:30 - 16:00
SCALE Stage
Building global luxury brands in hospitality
Iconic hospitality brands like Sunset Hospitality, 99 Sushi, or Ushuaïa Ibiza transcend borders and industries — they create experiences that resonate worldwide. This session uncovers how global luxury brands are built, scaled, and sustained, and what short-term rental operators can learn from their playbook to elevate guest experiences and strengthen their own brands.
Speakers
Moderator
15:30 - 16:00
Knowledge Room
Guest Experience First: Protecting 5 Star Reviews
Guest experience is more than service: it’s a strategy. Learn how to delight guests and boost repeat business.
Speakers
16:00 - 16:30
SCALE Stage
Data-Backed Revenue Management That Works
A hands-on discussion of revenue strategies tested by operators. Learn what really moves the needle in revenue management.
Speakers
Moderator
16:00 - 16:30
Knowledge Room
Scaling Smart: Real-Life Lessons in 2025
Candid lessons on scaling — what to avoid, what to double down on, and how to grow with clarity.
Speakers
16:30 - 17:00
SCALE Stage
Chosen by AI: The New Path to Direct Bookings
AI is changing how travelers search and book – from blue links to curated answered and in-chat actions. This session provides actionable tips on how property managers can get discovered by LLMs and AI travel agents
Speakers
17:00 - 18:00
SCALE Stage
Final Pitch: Who Will Win SCALE 2025?
The SCALE startup program finalists pitch live. Which startup will stand out and secure the spotlight?
18:00 - 20:00
Drinks & Networking
SCALE Middle East 2025 Sponsors
Headline Sponsors
Show Sponsors
What attendees said
Khaoula Mazouzi
Managing Director at Nest & Rest
A truly productive day at Scale Middle East!
It was an excellent opportunity to Meet, Learn, and Scale, connecting with industry peers and gaining actionable insights. I’m excited to bring these strategies back to the team at Nest & Rest – Holiday Homes & Property Management!
A huge shout-out to the organizers and sponsors for putting on such an insightful event.
Shilpa Mahtani
Co-Founder & Managing Director at Bnbme
Attending Scale Middle East was inspiring, especially when I came across this slide — “Strategic Playbook: Winning in 2026.” Every point on it felt like a reflection of what we’ve been living and breathing at bnbme for years now.