Nadia Zaal, cofounded Zaya in 2008, and which developed projects like ZUHA, Nurai Island, and Al Barari. She is also the CEO of the Al Barari project and a director at FIVE Holdings. For Communicate she details her views on luxury.
Nadia Zaal, cofounded Zaya in 2008, and which developed projects like ZUHA, Nurai Island, and Al Barari. She is also the CEO of the Al Barari project and a director at FIVE Holdings. She has decades-long experience overseeing 900 people. BAl Barari delivered two residential projects, The Neighborhood and Chorisia. In March 2023, Zaya launched ZUHA Island, a project comprising 30 residential villas. She also launched Zaya Early Learning and Al Fanar schools.
Yet, for Zaal, “luxury is time,” she states too simply. “It’s the ability to slow down, to be present, and to reconnect with a way of living that has almost been forgotten—slow living.” For someone who has left her mark on too many projects, Zaal says that “in today’s fast-paced world, true luxury isn’t just about material wealth or exclusivity; it’s about creating space for meaningful experiences, for nature, for connection, and for a sense of peace.”
Giving example of what is at hand she goes on, “whether it’s through the design of our spaces at Zaya or the lifestyle we promote at Zuhha Island and Zaya Early Learning, the essence of luxury is about curating moments that allow people to pause, breathe, and truly live.”
Considering the wide array of her projects, her client are clients in plural, “whether they are parents choosing Zaya Early Learning for their children, homeowners in our developments, or guests at Zuhha Island, all share a deep appreciation for the small things—the curated moments, the soul, the human values, and the magic we create.”
A little bit too matter of fact she explains further: “They are individuals who seek more than just a place to live or stay; they seek experiences that are thoughtful, intentional, and deeply connected to nature and a sense of well-being.” In more detail, “they value authenticity, craftsmanship, and a lifestyle that prioritizes quality over speed, presence over distraction. Ultimately, they are people who recognize that true luxury lies in meaningful moments and the spaces that inspire them.”
Zaal is nothing if not logical as to the way forwards however, “hospitality is evolving towards a more personalized, experiential, and immersive approach. Today’s guests are looking for a home-away-from-home feel—spaces that are intimate, warm, and thoughtfully designed. It’s no longer just about luxury in the traditional sense; it’s about creating curated experiences that feel personal and meaningful.”
And it is not Gen Z, rather a broader spectrum. Zaal details that they are “seeing a shift towards experiential travel, where guests want to do more than just relax— they want to engage, learn, and connect. Whether it’s chocolate-making workshops, sessions with renowned facialists, or learning to paint with a local artist, these moments make a stay truly unforgettable.”
However the Gen Z are indeed leading the trend as she states: “This shift is becoming even more relevant with Gen Z travelers, who are redefining what luxury means. For them, it’s not about opulence but about authenticity, storytelling, and experience.”
She knows too well the profile of such clients. Zaal goes on: “They want to immerse themselves in the places they visit— whether through local collaborations, hands-on activities, or unique, one-of-a-kind stays. For them, it’s all about the experience. Another key trend is the rise of micro-resorts—boutique, high-end retreats that offer exclusivity and privacy while maintaining a deep connection to nature and culture. People are moving away from large, impersonal hotels and seeking places where every detail is carefully considered, and every experience feels unique.
Zaal realizes that “luxury is deeply rooted in perception—it’s about what people value and how they define it for themselves.” More broadly, “it’s not just about expensive materials or exclusivity; it’s about the feeling a space or experience evokes. For some, luxury is a five-star hotel, while for others, it’s the simplicity of a secluded retreat surrounded by nature.”
She realizes that “what’s interesting is how the definition of luxury has evolved. It’s no longer just about status— it’s about meaning, time, and experience. True luxury today is about thoughtful curation, attention to detail, and the ability to slow down and enjoy life in a way that feels personal and intentional.”
This resonates in her own businesses for the lack of a better word, because, as she puts it, “we create spaces that reflect this shift—where luxury is not just a concept, but an experience that resonates on a deeper, more emotional level. Whether it’s a home, a school, or a resort, the essence of luxury is in the details, the soul of a place, and the way it makes people feel.”
But how do guests feel luxurious, especially with each having their own definition of the word. Zaal smiles at this one. Teasing a bit she says: “I can’t reveal too much just yet—Zuhha Island is set to open this December, and we’ve taken extraordinary care to map out every single touchpoint of the guest journey to ensure it’s truly unique and memorable.”
And going back to the topic at hand she painstakingly details: “Luxury, for us, isn’t just about aesthetics or amenities; it’s about how a place makes you feel from the moment you arrive. Every detail has been thoughtfully curated to create an experience that is immersive, personal, and unlike anything else.” Then winking to an invite, “but to truly understand what makes it special, you’ll have to come and experience it for yourself.”
Somehow however the future of luxury seems here already, yet not at the same time. Zaal agrees somehow, “luxury is evolving in a way that is more conscious, responsible, and aligned with personal values. More than ever, travelers are looking beyond traditional luxury and seeking experiences that are not just indulgent but also ethical, sustainable, and meaningful.”
Chosing her words carefully she offers this wisdom: “The future of luxury isn’t about excess—it’s about purpose.” Going more profoundly, ‘people want to know that their travel choices align with their beliefs, whether it’s minimizing their carbon footprint, supporting local communities, or engaging with destinations in a more mindful way. Sustainability and luxury are no longer separate conversations—they go hand in hand.”
And again, leading by example, she details: At Zaya and Zuhha Island, we are deeply aware of this shift. We are designing experiences that embrace eco-conscious living, from sustainable architecture and locally sourced materials to immersive, low-impact experiences that allow guests to connect with nature in a respectful way.”
As a final deep remak, Zaal goes: “The new definition of luxury is about balance—between indulgence and responsibility, comfort and consciousness, experience and ethics.”
