The Gulf’s travel landscape is entering a new era shaped by innovation, elevated experiences and the seamless integration of technology. With Saudi Arabia’s Vision 2030 driving major investments in tourism and infrastructure, the region is rapidly expanding beyond its traditional hubs. Riyadh and Jeddah are emerging as powerful global gateways, while destinations such as Cairo and Istanbul are capturing the imagination of GCC travelers who are seeking culture, accessibility and authenticity.
At the centre of this transformation is a fundamental shift in how travelers view airports. They are no longer simply places of transit, but destinations that combine luxury, retail, wellness and entertainment under one roof. Few people understand this evolution better than Jane Zhu, Founder and CEO of Dragonpass, a global leader in premium travel services and digital access solutions. Under her leadership, Dragonpass has become a trusted partner for airlines, airports and financial institutions, helping them deliver seamless, personalised and premium experiences to travelers around the world.
Speaking to ArabiaTravelNews.com, Zhu shares her insights on how Dragonpass is helping to redefine travel across the GCC. She discusses the growing appetite for curated experiences, the role of technology in creating frictionless journeys and how data-driven personalisation is shaping the next generation of airport design and service.
Q: GCC travel patterns are shifting, with Saudi Arabia now leading regional travel growth. What’s driving this surge, and how do you see it reshaping the regional travel landscape?
From what we have seen Saudi Arabias travel surge is driven by three converging forces: Vision 2030s infrastructure investments, the opening of tourist visas in 2019, and major events like Formula 1 and the World Cup 2034 preparations. We have been delighted to see significant growth in domestic travel within the Kingdom, plus increasing outbound tourism as Saudi travelers explore regional and international destinations. I believe that this is reshaping the middle eastern travel landscape by creating a third major hub alongside Dubai and Doha. Riyadh and Jeddah will become destinations and transit points in their own right, not just departure cities. Cities like Cairo and Istanbul are also gaining popularity as they offer something the GCC traveler increasingly values: cultural depth combined with accessibility. These are short-haul destinations with rich history, diverse experiences and, in many instances, competitive pricing. For weekend breaks, GCC travelers can experience completely different cultures without long-haul fatigue.
Q. You’ve described airports as “lifestyle destinations.” How are airports in the GCC evolving beyond traditional transit hubs?
Today’s GCC airports are designed for dwell time, not just pass-through efficiency. Were seeing airports become entertainment and retail destinations where travelers actually arrive early to enjoy the experience. Dubais Concourse D, Hamad Internationals luxury retail, and the upcoming developments at King Salman International Airport in Riyadh exemplify this shift. These aren’t terminals but rather curated experiences with art installations, fine dining, spas, and entertainment that rival what youd find in premium malls or hotels.
Q. What are some of the standout innovations you’ve observed in airport design, retail and hospitality that are changing how travelers spend their time before a flight?
For me there are several innovations stand out: sleep pods and nap rooms that recognize fatigue management; dedicated prayer and meditation spaces that respect cultural needs; interactive children’s play areas that make family travel easier; and chef-led restaurants that rival city dining. Were also seeing phygital retail where physical stores integrate digital experiences. Not to mention airports like Abu Dhabi, that has included sustainable design elements and biophilic architecture to try and reduce stress. The focus has shifted from processing passengers quickly to ensuring they want to spend time, and money, in the airport environment.
Q. How are airport operators and airlines in the region adapting to travelers’ growing appetite for premium experiences? How does Dragonpass help airports and airlines deliver these elevated experiences seamlessly?
Airlines and airports recognize that the premium segment drives disproportionate revenue and loyalty. Were seeing investment in private terminals, premium check-in suites, and tiered lounge offerings. Dragonpass acts as the technology and access layer that makes these experiences discoverable and seamless. Our platform allows travelers to access premium services à la carte, like when they are flying economy but still want lounge and fast track access, or they’re premium passengers wanting additional services like chauffeur or meet and greet. We aggregate the supply side and democratize access, while providing airports and airlines with revenue from services that might otherwise go underutilized.
Q. Beyond lounges, what new premium services are travelers most eager to experience, such as Fast Track, wellness spaces, or curated dining?
Fast Track security is seeing explosive demand because time is the ultimate luxury. Were also seeing strong interest in spa and wellness services, particularly for long-haul travelers managing jet lag. Meet-and-assist services, especially for families and elderly travelers navigating complex terminals, are growing but limited given most airports do an exceptional job at catering to these audiences. Where we are seeing the most engagement is actually on simple premium pleasures like offering customers access to a good cup of coffee at participating outlets.
Q. How is Dragonpass leveraging technology and data analytics to better understand and serve travelers?
Following significant investment over the last eight years in creating a bespoke platform that caters to Loyalty as a Service (LaaS), we have leveraged technology to reduce friction and empower clients with scalable global solutions that can evolve and adapt as quickly as changing customer needs. We are sitting on a unique data asset of millions of traveller touch-points across airports, services, and geographies and we are invested in using advanced analytics and machine learning to transform that into actionable intelligence.
Critically, we take data privacy and ethics seriously. We anonymize and aggregate all data to provide insights back to our partners about changing traveller preference, emerging service gaps, and market opportunities – without compromising individual privacy. These insights help shape everything from new service development to optimization of existing solutions.
Beyond our internal data, were constantly conducting primary market research to understand evolving customer needs and expectations. We overlay these qualitative insights with our quantitative behavioral data to build a holistic picture of the modern traveler. This research-driven approach ensures were not just reacting to what travelers did yesterday but anticipating what they’ll want tomorrow.
Were also investing heavily in technologies that optimize both the customer and supplier journeys. On the customer side, this includes conversational AI for customer support and natural language processing to understand booking intent across multiple languages. For suppliers, we will be providing sophisticated dashboards with real-time analytics, automated reporting, and AI-powered recommendations for service optimization.
Looking ahead, were invested in generative AI applications – imagine a traveler asking our platform in natural language, I have a 6-hour layover in Dubai with my elderly parents, what should we do? and receiving a personalized itinerary with bookable services tailored to their needs, mobility considerations, and preferences based on their history.
The goal isn’t technology for technology’s sake – it’s using AI and data to make every traveler’s journey more seamless, more personalized, and more enjoyable, while helping our partners operate more efficiently and profitably. In a region as dynamic and ambitious as the GCC, staying at the forefront of travel technology isn’t optional, it’s essential.
Q. What role does digital integration play in creating a “frictionless” airport experience from booking to boarding?
Digital integration is everything. travelers should be able to research, book, pay for and access services through their preferred channel whether that be our app, airline apps or the card payment and banking apps. We offer a comprehensive, off-the-shelf loyalty platform for organizations seeking a turnkey digital solution – access to global supply chains, data analytics, agnostic integrations and engagement tools, allowing them to control their end-to-end loyalty experience without the hassle of fragmented environments, integrations and e2e friction. However, we recognize that every business has unique needs which is why our modular architecture allows you to select individual components without committing to the full stack accessible via API. QR codes and digital passes eliminate physical vouchers. Ability to book services in advance prevents disappointment. Push notifications guide travelers to their booked services. The goal is complete transparency and zero friction – you book a service, and it just works when you arrive, with no additional steps or stress.
Q. With Saudi Vision 2030 driving massive tourism and infrastructure investments in Saudi Arabia, what opportunities does this create for Dragonpass?
Vision 2030 is creating unprecedented opportunities. The Kingdom aims to welcome 150 million visitors annually by 2030, up from around 100 million today. King Salman International Airport will be one of the worlds largest. The Red Sea Project, NEOM and Qiddiya will be destination drivers. For Dragonpass, this means partnering on new airport developments from the ground up, helping partners grow the premium services ecosystem. We aspire to work with Saudia and new carriers to enhance their premium propositions. And as domestic tourism within Saudi Arabia grows, we aim to cover every customer touchpoint including facilitating experiences at smaller regional airports being developed across the Kingdom.
Q. What are your predictions for how travel across the GCC will evolve in the next five years?
I’m really excited for the future of travel in the GCC. I believe that there are five key trends:
First, intra-GCC connectivity will improve dramatically with new routes and open skies agreements. Second, sustainable aviation and ESG considerations will influence airport design and operations. Third, biometric technology will make immigration and boarding nearly instantaneous. Fourth, personalization will reach new levels to the point that airports will recognize you and your preferences and lastly, the distinction between airport and destination will blur further. We will see hotels, conference centres, and entertainment venues integrated into airport cities. The GCC is very smart in trying to position itself as the global hub connecting Asia, Africa and Europe.
Q. Finally, how do you see Dragonpass’s role expanding as airports become central to the broader lifestyle and hospitality ecosystem?
As airports evolve into lifestyle ecosystems, our role expands from access provider to experience orchestrator. We become the layer that connects travelers with hotels within airport cities, with entertainment and cultural attractions, with ground transportation that’s pre-arranged and seamless. We can facilitate experiences that start before travelers reach the airport lounge access, like parking, premium drop-off, expedited check-in. Our vision is to be the traveler’s partner for the entire journey not just the time airside, but the complete door-to-door experience, making every touchpoint smoother, more premium and more personalized.
