Start Reverse at FHS World Dubai, a strategic voice defining the next chapter of hospitality
At this year’s FHS World-Dubai, held 27–29 October at the iconic Madinat Jumeirah in Dubai, Start Reverse strengthened its position as a strategic voice in the global hospitality landscape. With leaders, investors and innovators from around the world gathering to explore what’s next for the industry, Start Reverse contributed a powerful perspective on leadership, culture and the future of people-driven transformation.
Where Vision Leads, Investment Follows
This year’s FHS World placed a strong emphasis on the idea that vision is now the primary driver of investment. The industry is shifting from purely asset-based strategies to purpose-led growth, where clarity of vision, culture, leadership and long-term relevance determine where capital flows. Investors are increasingly looking beyond numbers, seeking operators and brands with a defined identity, a strong people strategy, and a compelling roadmap for guest and employee experience. This aligns directly with the Start Reverse philosophy: organisations that lead with vision, purpose and behavioural leadership naturally attract the investment, talent and partnerships needed to grow.
This year’s edition reflected scale, ambition and momentum:
- 1,600+ delegates attending from across the globe.
- More than 200 speakers across multiple tracks.
- Over 300 investors controlling US$5 trillion in combined assets.
- 65+ top-tier investors managing US$1.89 trillion confirmed ahead of the summit.
- Deal volume historically reaching around US$1.7 billion, positioning FHS World as a true platform for decision-making.
FHS World is no longer just an industry gathering; it is where strategic hospitality leadership meets capital, innovation and forward-thinking transformation.
Future Hospitality Summit - FHS World Dubai
We received a warm mention by Rabih Feghali
Start Reverse’s Presence & Leadership Activation
Within this high-impact environment, Start Reverse advanced meaningful conversations with operators, investors, brand leaders and people-experience professionals. Our aim was clear: showcase how reverse thinking and reverse learning can transform engagement, retention and performance.
These conversations linked people strategy to real business outcomes, highlighting that culture, leadership behaviour and employee experience are becoming fundamental criteria in investment and growth decisions across hospitality.
For years, André A. Wiringa, Founder & CEO of Start Reverse, has been a recognised voice at FHS—known for challenging the industry to rethink leadership, culture and guest experience. This year, he returned with a different kind of contribution: a fully immersive activation designed not just to inspire, but to transform how leaders think, act and learn.
“Thinking Reverse to Go Beyond: A Reverse Learning Experience”
In this session, André invited leaders to flip the script—from procedures to purpose, from control to empowerment, from training to true learning. It was a powerful shift from passive listening to active experimentation.
The workshop delivered a series of high-impact moments:
- Leaders stepped into reverse learning through dynamic, experiential exercises.
- The session disrupted the standard top-down training model, introducing a co-created, bottom-up approach where learning emerges from the front line.
- Participants explored how leadership behaviour—and the micro-behaviours that shape daily interactions—directly influence retention, engagement and team culture.
- Real operational scenarios brought reverse thinking to life, showing how leaders can turn challenges into opportunities and teams into ambassadors.
The atmosphere in the room was energising. Leaders left with clear, actionable insights, a renewed sense of ownership over engagement and retention, and a deeper understanding of how reversing traditional leadership norms can elevate performance across their organisations.
Strategic Insights & Takeaways
Several themes emerging from the workshop and the broader event connect directly with Start Reverse’s mission:
- The industry is shifting from expansion to relevance.
Investors and operators are seeking models that combine profitability with human sustainability.
- Leadership behaviour is now a business metric.
Engagement, retention and culture influence guest experience, productivity and long-term value.
- Reverse Learning resonates with the needs of modern hospitality.
Leaders want learning that is co-created, practical and directly tied to operational reality—not theoretical.
- Collaboration is the new competitive advantage.
Partnerships forged at FHS show that hospitality’s next chapter will be built through connected ecosystems, not isolated silos.
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