Hotels Add Value With Language Classes, Golf Lessons

Gerald Lawless said “More and more of these people want to not just say ‘I’ve been on holiday and sat on the beach’, but they want to return saying ‘I’ve really enhanced my life skills or lifestyle.’” Lawless said some activities they are developing include short courses about Middle East culinary art at Emirates Academy, or guided tours to cultural foundations and visits to mosques to teach visitors about Islamic culture. Lawless said these kinds of activities are “a great way to develop the luxury travel industry.”