As part of the Hospitality Experience unit from the School of Business & Humanities, our class stepped out of the textbook and into the vibrant heart of Dubai’s Al Seef district for a field trip that brought theory to life. Our destination was the Hilton Hotel Group, where we explored brand portfolio strategy through two contrasting properties located side by side: the Al Seef Heritage Hotel, Curio Collection by Hilton, and the Canopy by Hilton Dubai Al Seef.
The contrast was immediate. On one side, the Heritage Hotel transported us to Old Dubai. Its wind-tower architecture, traditional mashrabiya screens and rustic wooden beams reflected the emirate’s past. Walking through the property felt like moving through a carefully restored souk alley, complete with intimate courtyards and thoughtful details throughout. This was more than a place to stay; it was an immersive cultural experience, aligned with the Curio Collection’s focus on distinctive, story-driven hotels.
Just steps away, the Canopy by Hilton offered a contemporary counterpoint. The atmosphere shifted to urban and modern, with clean lines, bold local artwork and an energetic vibe. As Hilton’s lifestyle brand, Canopy felt youthful and connected to the present-day character of the neighbourhood. From its lively lobby to its modern rooftop with views of the Creek, the property reflected a design-forward approach centred on local discovery.
The experience was incredibly insightful. More than a hotel tour, it felt like a live case study in brand differentiation and market segmentation. We were able to see how a global hospitality group like Hilton can appeal to two very different types of travellers in the same location: those drawn to heritage and culture, and those seeking a modern, lifestyle-focused stay.
Our group left with plenty to discuss, from architecture and branding to guest experience design and strategic positioning. The visit made concepts from our marketing and hospitality management studies feel tangible and relevant. This trip to Al Seef was not just about visiting two hotels, but about understanding how targeted branding can create distinct experiences under one corporate umbrella – a lesson that stayed with us well beyond the classroom.
Written by Arieba Khan, Class of 2027
