Despite the COVID-19 pandemic, the UAE's hospitality sector is on a strong upward trajectory. The UAE's recent comprehensive safety measures in various industries, and major government initiatives, have further cemented the country's status as a secure destination for international travelers.

PwC predicts a record rebound in the UAE hospitality sector in 2021. The hospitality industry - and the service economy in general - has benefited from positive vaccination outcomes and the forthcoming Expo 2020.

The UAE has been labeled as the "world's most searched tourism destination in 2021" in a study conducted by global travel company Kuoni. According to new research conducted by Hilton in the UAE, UAE residents are already planning for a busy travel year in 2021. In the absence of foreign tourists, 2020 was the year of long weekends, as hotels sought to boost domestic tourism. Hotels ran creative promotions with low prices, providing dining packages, free upgrades, and no cancellation fees.

The World Travel and Tourism Council estimated that travel and tourism will contribute $133.6 billion to the Middle East's GDP by 2028, before the pandemic. As PwC correctly points out, the sustainability of this uptick will be determined by how quickly hospitality companies and source markets can regain consumer confidence.

The hospitality industry is one of the most heavily impacted by the COVID-19 pandemic because lodging and other tourism services use common touchpoints, facilities, and reusable toiletries, which can help spread viruses. As a result, the hospitality industry faces new challenges as it reopens for operations. This impact is particularly noticeable in linen management, which is one of the most significant verticals in the hospitality industry. Multiple requirements must be met in the management of bed and bath linen, ranging from hygiene to consumer satisfaction to environmental issues, and must be accomplished cost-effectively.

Owing to the resurgence of tourism and the forthcoming Expo, resolving these criteria has become a time-sensitive undertaking for the UAE. That’s why a few noteworthy innovations in the hospitality industry are important.

On Friday, Narayanan Raghavan, the CEO of Rent-A-Towel, said, "Increased guest standards in aspects of hygiene, reduced operating budgets for hotels, and stricter hygiene requirements provided by government authorities are some of the challenges the industry is facing." Along with this, there is an increasing appetite for noticeable initiatives that do not jeopardize consumer comfort. Dr. Linen exceeds expectations in every way.

Dr. Linen is a natural, organic alternative to cotton-based linen. The partnership between Rent-A-Towel, a linen rental services company based in Dubai, and TENCEL, a textile specialty company of the Austria-based Lenzing Group, resulted in this first-of-its-kind product.

If the pandemic taught us something, it's that businesses must be future-proofed and aligned with environmental and sustainability targets. The hospitality industry has a stigma for having a large carbon footprint in the past. Dr. Linen, on the other hand, is assisting in the current correction of this disparity. Rent-A-end-to-end Towel's 4L services (Linen, Laundry, Logistics) and this product-service model will allow hoteliers to save on new linen investments while delivering quality hygiene and comfort to guests.

“Today's customers want to know that their purchases won't affect the environment while also finding style and comfort,” said Avinash Mane, Commercial Head for Lenzing fibers in South Asia and the Middle East, in a statement. “Because of their unusual moisture control capacities, TENCEL TM fibers are unfavorable for bacterial growth and viral infectivity. Dr. Linen goods dry and cleanses faster than normal cotton while maintaining comfort and softness even after several washes."

The lyocell-fiber composition used by Dr. Linen saves water in both fiber production and linen processing. They have botanic roots and are biodegradable, and are manufactured in an environmentally friendly manner. They have been approved by the FDA.