In this pre-FHS World 2025 interview, Maya Ziadeh, Chief Development Officer, Premium Midscale & Economy at Accor for the Middle East, Africa, and Turkey, discusses the rise of midscale hotels as a major force reshaping hospitality investment. Driven by rising construction costs, emerging markets, and evolving traveller expectations, the segment now serves as a growth engine aligned with national visions and investor priorities. Ziadeh highlights Accor’s landmark partnership with BinDawood Investment, adding over 3,000 keys across Makkah, Madinah, and Jeddah, as an example of scalable expansion. At FHS World 2025, she will explore how adaptability, authenticity, and agile execution are defining hospitality’s next chapter while celebrating the industry’s collaboration, innovation, and momentum.
