STORY Hospitality, the Abu Dhabi-headquartered management firm behind a growing collection of premium hotels and resorts, has announced a series of milestones that underline its position as one of the MENA region and Indian Ocean’s most forward-thinking operators.
With sustainability, digitalisation, and workforce development at the core of its strategy, the group is demonstrating how a guest-first ethos can also deliver measurable industry impact.
At STORY Seychelles, a focus on sustainable hospitality and staff empowerment has defined the year. The resort secured the International Sustainability Award 2025 alongside its third consecutive Green Key certification, while celebrating its 10th anniversary in the Seychelles.
This premium property has proudly been awarded the title of “Seychelles Leading Green Resort” by the World Travel Awards for six consecutive years – from 2018 to 2023 – leading sustainability in the Seychelles’ hospitality industry.
It also just received the coveted Sustainable Seychelles Gold Certification from the Seychelles Tourism Department, recognition which reflects an ongoing commitment to responsible hospitality, protecting the islands’ natural beauty, and creating meaningful impact for both the community and guests.
On the innovation front, STORY Seychelles has rolled out AI-driven tools for guest feedback analysis, personalisation, and a 24/7 chatbot – balancing technology with human service.
Internally, the resort has expanded localisation programmes, professional training, and cross-departmental development, demonstrating how talent investment can strengthen retention in a competitive industry.
Enhancements to the guest experience – from UNESCO-recognised traditional Seychellois Moutya dance evenings to a new local dining concept – showcase how authentic cultural experiences can be embedded within luxury hospitality.
At STORY Rabat, boutique excellence and sustainability are shaping a distinctive guest journey. The property was recently named among the Best Boutique Hotels Worldwide by the Luxury Lifestyle Awards, a recognition of its refined service culture and position as a destination of choice in Morocco’s capital.
Additionally, sustainability is firmly embedded in daily operations. Single-use plastics have been eliminated through refillable dispensers, check-in and billing are fully digital, and QR codes have replaced printed materials across the property. Energy-saving measures, including motion-sensitive lighting and sub-metering, are being introduced as part of its Green Key journey, ensuring eco-conscious practices remain visible to guests.
Guest experience has also been enhanced through greater personalisation, from tailored concierge services to curated cultural and wellness activities that reflect Morocco’s heritage. Looking ahead, the property is preparing targeted initiatives around AFCON 2025, reinforcing its role as both a boutique retreat and a hub for cultural engagement.
Internally, staff development and recognition remain priorities, with new training programmes in sustainability and service excellence supporting both retention and growth. The result is a team empowered to deliver an experience that is authentic, responsible, and uniquely STORY Rabat.
At The H Dubai, sustainability and innovation are taking centre stage. The property has secured Green Key certification for the fifth consecutive year, reinforcing its commitment to environmental responsibility.
The stunning Sheikh Zayed Road property has also become the first hotel in Dubai to certify more than 30 managers in the One Million Prompter program, ensuring leadership is equipped to leverage AI for operational efficiency and guest personalisation.
The hotel has also recently introduced a biodigester system to reduce food waste and has accelerated digitalisation efforts with paperless menus and forms, aligning convenience with sustainability.
Upcoming enhancements – including refreshed spaces and updated dining concepts – are set to further elevate the guest experience.
Across its portfolio, STORY Hospitality is actively aligning with regional and global industry trends:
- Sustainability is treated as a business strategy, with measurable reductions in food waste, paper use, and single-use plastics.
- Digitalisation and AI adoption are driving efficiency, responsiveness, and new levels of guest personalisation.
- Workforce development through training, localisation, and structured career progression is helping address industry-wide challenges around retention.
“As we grow our portfolio, our focus remains clear – creating guest experiences that are authentic, responsible, and future-ready,” says STORY Hospitality CEO, Victor Abou-Ghanem. He adds, “These achievements reflect STORY Hospitality’s role as a benchmark setter in the industry, proving that sustainability, innovation, and talent development can – and should – go hand in hand.”
With further product and digital enhancements scheduled for the coming quarters, STORY Hospitality continues to strengthen its reputation as a leader in sustainable luxury and an influential voice in shaping the future of hospitality across the region.
