In the UAE, the very concept of luxury is changing. For a long time, the main status symbol was considered a room in a five-star hotel in Dubai or Abu Dhabi with a spacious spa, massages and a rooftop pool. Today, the trend is different: Emirati residents are increasingly choosing premium home services that create a curated lifestyle without having to leave home or residence.
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Rising Expectations in Dubai and Abu Dhabi
Residents of large metropolitan areas want more than just standard amenities. They expect bespoke wellness programs, lifestyle services, concierge services and even pet concierge in residential complexes. This is especially noticeable in the Dubai Marina, Downtown Dubai and Saadiyat Island areas, where residential residences are increasingly integrating hotel functions.
Privacy and security are becoming key. Doorman services and courtesy patrol services, as well as digital concierge and smart home technology, have become common in luxury towers and villas. This is convenient in a city where the pace of life is fast and every minute is appreciated.
The Wellness Economy in the Emirates
The global wellness industry is estimated at $5.5 trillion and will reach $8.5 trillion by 2027, growing by an average of 8.6% per year. In the UAE, the trend is particularly noticeable: wellness infrastructure is being integrated into residential towers, shopping malls, and even airports.
They grow the most:
- Wellness real estate — +17.4% per year. New projects in Dubai Creek Harbour and Mohammed Bin Rashid City include wellness areas as standard.
- Mental wellness — +12,8%. This is reflected in the demand for mindfulness programs and yoga studios right in the residences.
- Wellness tourism — +16,6%. Health-focused vacations in Ras Al Khaimah and Fujairah are gaining momentum.
Transformation of Luxury in the Emirates
Luxury here is not just a view of the Burj Khalifa or Jumeirah Beach. More and more buyers of luxury real estate are paying attention to transformative luxury: fitness, sleep, mindfulness, nutrition, recovery. That is why the branded residences market is actively growing in Dubai. In ten years, there have been 160% more of them globally, and by 2030, 600 more projects will be released. Many of them are already under construction in Dubai under the management of major international hotel brands.
Hotels Under Pressure of New Habits
Even in Dubai, where the hotel market is considered one of the most saturated in the world, classic spas face competition. Statistics show that in the UAE, spa income in luxury hotels reaches almost $9,847 per room per year, but expenses are growing faster than income, which reduces profitability. In the UAE, the picture is similar: the maintenance of large spa areas in hotels is becoming expensive, and more and more guests prefer to invite specialists to their homes.
Services like cryotherapy, LED light therapy, and contemporary bathhouses are particularly in demand, and residents increasingly complement them with personalized options such as a Swedish massage at home, which fits naturally into the wellness-driven lifestyle emerging across Dubai and Abu Dhabi.
New UAE-Style Formats
The concepts of staycation and bleisure are rapidly developing in the UAE. Many residents prefer to relax at home, turning apartments into a resort: their own spa areas, private pools, terraces with exercise equipment. This is especially true in hot climates, where comfortable indoor spaces are valued more than walking under the scorching sun.
The co-living and micro-living formats resonate with young people and expats, but the premium segment relies on hyper-personalisation. Some choose wellness kits with meditation and aromatherapy, while others choose longevity treatments like IV therapy or red light. The fact itself is important: a house in the Emirates should work as a resort.
Today, the UAE market is moving towards a hospitality-driven living model. Elite residences offer everything: community events, personalized concierge services, spa treatments, curated wellness programs. Hotel spas are still important for tourism, but for high-income residents, home services are becoming the main standard of daily life.
With Dubai and Abu Dhabi attracting more and more affluent residents, it is the integration of wellness and premium home services that is shaping the new face of luxury in the UAE, personalized, secure and truly transformative.
