Developing a Blueprint for Ultra-High-End Brand Building in the Middle East
By Rush Bhana
Over the past few years, I’ve had the privilege of helping shape some of the most ambitious brand launches in Saudi Arabia, the UAE, and Qatar, and engineering a new definition of luxury and legacy.
From NEOM’s Trojena to The Red Sea’s Nujuma and Six Senses, and from Atlantis The Royal, this region has shown me what it takes to build destinations of desire while being crafted for the world’s most discerning audience: Ultra-High-Net-Worth Individuals (UHNWIs).
Why This UHNWI Market Matters
According to Knight Frank’s 2024 Wealth Report:
The Middle East experienced a 16.9% increase in UHNWIs over one year.
Saudi Arabia and the UAE are among the top destinations for UHNWI relocation and investment.
The GCC is projected to host over 43,000 UHNWIs by 2028.
The region responds with bold, branded ecosystems designed for experience, exclusivity, and elevation.
What I’ve Learned About Brand, Vision & Culture
1. Market at the Soul of the Destination
Saudi Arabia’s Vision 2030 is a national strategy and brand architecture that connects tourism, technology, culture, and capital. It’s where campaigns, infrastructure, and digital UX meet with one unified tone of ambition.
Projects like Red Sea Global’s Shebara, Six Senses, St. Regis, and Nujuma, a luxury coral reef resort powered by regenerative tourism and future-focused designs, demonstrate how vision can manifest at the edge of imagination and still attract real estate interest from global elites.
What’s equally important was the cultural resonance built around Hafawa, the essence of Saudi hospitality. From the very moment visitors arrive, they experience genuine warmth and generosity, woven into every touchpoint of the journey and content, adding emotional authenticity to the visual spectacle
2. Culture Is the New Luxury
You can’t market to UHNWIs with clichés. You win their loyalty by weaving authentic, place-based narratives—steeped in history, nature, and nuance. And in bilingual Arabic and English.
At Nujuma, a Ritz-Carlton Reserve set within the Red Sea narrative, the story is about a connection to untouched nature, Saudi heritage, and the soulfulness of privacy.
Similarly, Six Senses Southern Dunes builds its luxury experience on sustainability and desert minimalism, a nod to Bedouin roots and regenerative travel trends.
78% of UHNW travelers now prioritize transformational and culturally rich experiences over status symbols (Virtuoso, 2023).
3. Destination Marketing is a Content Game
In this region, speed meets scale. The demand for high-volume, high-impact content is relentless, and the execution rises to meet it.
Campaigns transitioned from blueprint to global launch in months, while orchestrating content ecosystems that feel intentional, elevated, and designed to move culture.
A standout example?
The launch of Atlantis The Royal’s 'THIS IS IT' integrated marketing campaign — a cultural brand moment anchored by the original music track ‘10:35’ featuring Tiësto and Tate McRae.
Filmed entirely on location, the music video positioned the resort as an experience that lives between luxury and nightlife, between architecture and emotion.
Content as currency. Emotion as the metric. Culture as the channel.
McKinsey data show that brands that balance global standards with local authenticity outperform traditional global or local models by up to 2.5 times in affinity and spending.
Today’s luxury customers seek meaning, not just material possessions. They seek brands that reflect where they are going and what they stand for.
Final Reflection:
The Middle East taught me that world-class branding today requires a systemic vision, Cultural intelligence, Speed with soul, and an obsession with experience over ego. These lessons are now embedded in how I think, build, and lead brands, whether in Dubai, Cape Town, Doha, or beyond.
If you're looking to engage UHNW audiences, launch in the GCC or Africa, or elevate your storytelling for a new era of influence and affluence, let’s have a conversation.
📩 rbglobal@rushbhana.com | 🌍 www.rushbhana.com
#Vision2030 #UHNWI #LuxuryMarketing #DestinationStrategy #BrandLeadership #MiddleEastBrands #RushBhana #AccountDirector
