There’s A Significant Shift Towards Experiential And Sustainable Tourism: Bruce Patel

Bhupender ‘Bruce’ Patel, Co- CEO, White Oak Wealth Resorts (WOW Resorts) and his partner Anwar Aman are set to develop a $1.3 billion JW Marriott resort on Al Marjan Island in Dubai, UAE. Scheduled to open in 2026, the JW Marriott Al Marjan Island Resort and Residences aims to blend high-end hospitality with the natural beauty of this prime destination.

In this exclusive interview with BW Businessworld, Patel reveals insights into the inspiration behind this monumental project, its alignment with the UAE's growing luxury tourism landscape, and how sustainable practices are being integrated into the development.

Excerpts

What inspired you and your partner to bring a luxury JW Marriott resort to Al Marjan Island, and what unique experiences do you envision this project bringing to the UAE?

Our inspiration stemmed from the UAE’s prominent position in luxury tourism and the transformative potential of Al Marjan Island. With projects like the Wynn Al Marjan Island resort under construction, which is set to become one of the biggest catalysts in the history of UAE tourism, we recognized the opportunity to contribute to this landmark destination. This JW Marriott resort is designed to be an oasis, combining the island’s natural beauty with elevated luxury experiences. We envision it as a place where guests can enjoy world-class amenities and connect deeply with the unique culture and landscape of the UAE.

What do you think makes the UAE, and Al Marjan Island specifically, a prime location for hospitality investments at this scale?

The UAE’s strategic location, robust tourism infrastructure, and commitment to luxury standards make it an ideal destination for high-end investments. Al Marjan Island, with its stunning waterfront views and serene atmosphere, enhances this appeal. The construction of the Wynn Al Marjan Island resort highlights the island’s potential to attract a substantial influx of tourists and investors, positioning it as a prime global tourist destination. The developments here, including our JW Marriott project, are set to redefine luxury tourism in the region.

How does the demand for luxury waterfront living and tourism in the UAE align with your long-term goals for WOW Resorts?

Luxury waterfront living is at the core of our brand. We aim to offer more than just a stay; our focus is on creating an environment that reflects the aspirational lifestyle of our guests. With projects like the Wynn Al Marjan Island resort generating international attention, the UAE’s continuous demand for premium tourism and waterfront experiences aligns perfectly with WOW Resorts’ mission to deliver transformative, high-caliber stays that become cherished memories.

The project features a mix of guest rooms and luxury residences—how do you plan to differentiate the experience for both types of residents?

For guests, we are focused on immersive, service-driven experiences designed to create a true escape. For residents, we emphasize privacy, exclusivity, and a sense of community. Each experience is thoughtfully tailored, allowing residents to enjoy a sense of belonging and long-term comfort while giving guests the curated luxury JW Marriott is renowned for. With Wynn and other major projects bringing even more vibrancy to the island, we are crafting experiences that stand out within this growing destination.

Given the global push towards sustainable tourism, what are some of the eco-friendly practices you plan to incorporate in the JW Marriott Al Marjan Island Resort?

Sustainability is at the heart of our development strategy. We are integrating energy-efficient building materials, water conservation systems, and waste reduction initiatives to minimize our environmental footprint. Additionally, we are committed to using renewable energy sources and supporting the local ecosystem with landscaping that aligns with the island’s natural environment. These practices ensure that we contribute responsibly to Al Marjan Island’s growth as a premier tourist destination.

Can you tell us more about the collaboration with ASHAI Design Consulting Corp?

ASHAI Design Consulting Corp. is a globally acclaimed company known for its visionary designs that harmonize luxury with cultural resonance. Their ability to create high-end, timeless spaces that reflect and respect the local environment makes him an invaluable partner. With an impressive portfolio that includes designs for prominent figures and iconic projects, their  expertise aligns perfectly with our vision for Al Marjan Island. In collaboration with them, we are setting new standards for luxury that complement the developments happening across the island, including the nearby Wynn project.

ASHAI Design Corp. masterfully balances luxury with functionality, creating open layouts that allow natural light and breathtaking views, fostering a sense of connection to the island. These elements, while luxurious, are practical, creating spaces that are both comfortable and visually captivating. 

As an industry veteran, what major trends do you think are currently shaping luxury hospitality, particularly in the Middle East?

There’s a significant shift towards experiential and sustainable tourism. Today’s guests seek more than just luxury; they want highly personalized, memorable experiences with a focus on well-being. Sustainability is also a priority, especially in the Middle East, where there’s growing interest in eco-conscious luxury that respects local environments. With the Wynn project’s scale and attention to luxury, Al Marjan Island is well-positioned to lead these trends, offering high-end experiences within a sustainable framework.

Beyond this project, do you foresee expanding your footprint in the Middle East or pursuing similar large-scale developments in other regions?

Absolutely. The Middle East remains a thriving market with tremendous growth potential, and Al Marjan Island’s transformation underscores the opportunities here. We are actively exploring other locations where WOW Resorts can deliver unique, world-class experiences that celebrate each destination’s character. The developments on Al Marjan Island, including our JW Marriott project and Wynn’s resort, demonstrate the success of luxury hospitality in this region, inspiring us to consider similar projects in new markets.

What are some of the long-term goals for WOW Resorts and White Oak Wealth in the hospitality industry?

Our long-term vision is to establish WOW Resorts as a leader in luxury hospitality by delivering experiences that redefine resort living. For White Oak Wealth, our focus is on sustainable, innovative development projects that set new industry standards. We aim to grow strategically, with each project bringing a sense of place and environmental responsibility. With Al Marjan Island poised to become a global luxury hotspot thanks to Wynn and other luxury developments, we’re excited to contribute to the island’s legacy as a premier destination in the Middle East.