In this pre-FHS World 2025 interview, Duncan O’Rourke, Chief Executive Officer, Premium, Midscale & Economy Division for Middle East, Africa, and Asia Pacific at Accor, reflects on how hospitality has evolved into a diversified, purpose-driven ecosystem, where investors now focus on long-term value through lifestyle brands, sustainability, and technology. Looking ahead, he highlights personalisation, responsible investment, and talent development as key drivers of growth, with technology enhancing both operations and guest experience. At FHS World 2025 in Dubai, Duncan will join the UAE Africa Investment Tourism Summit panel, “Private Sector Leading the Way: Investors and Operators at the Forefront,” discussing how collaboration and private investment are shaping innovation across regions. He looks forward to engaging with peers to champion a more inclusive, tech-enabled, and human-centric future for hospitality.