Luxury hotel group Kempinski has launched a new booze-free hotel concept targeting the Middle Eastern market.
The new five-star, lifestyle brand, Shaza hotels, was launched at the AHIC and is aimed at the inter-regional, Muslim traveller by being "Sharia law]-compliant".
Christopher Hartley, chief executive of Shaza hotels, dismissed concerns the lack of alcohol would limit customers.
He said: "We obviously need to analyse the locations very carefully, the concept would not be appropriate for a beach front hotel aimed at British and German tourists. However we don't see it as a risk for the inter-regional traveller in the Middle East."
Kempinski plans to own 10 Shaza properties and secure management contracts for a further 10 within the next eight years.
Bill Walsh, Jumeira's chief marketing and innovation officer, added the brand would also be a good way of getting local people into the industry.
"This concept will attract locals who often can't work in regular hotels because of the alcohol issue," he said.
By Emily Manson