In the latest instalment of “Expert Voices,” Jonathan Worsley, Chairman and CEO of The Bench, a premier organiser of hospitality investment events, discusses with BRESI founder Jason Payne, the foundation of the organisation’s success, trust built over decades, deal-making, the Future Hospitality Summit and the upcoming FHS World 2025 and Branded Residences Forum, to be held 27–29 October 2025 at Madinat Jumeirah, Dubai.
Industry Event Leadership & The Bench
JP: Jonathan, you’ve been running hospitality events for almost 30 years. What gives The Bench an edge over other organisers and why do you think your events have been so successful?
JW: Our edge is simply trust – over the past two decades, we’ve built an environment where people in the industry know real opportunities will be put on the table. That credibility, coupled with our strong focus on market insight and deal-making, is what keeps our events relevant and successful year after year.
I am proud to say that I have an excellent team at The Bench, who are focused on delivering quality.
We’ve always believed that events should be more than a talking shop – they should be a platform where vision is translated into investment, and we are laser-focussed on these outcomes, not just the conversations.
We don’t just convene panels, we curate ecosystems where government leaders, investors, developers, operators and innovators all meet.
That’s why over the past two decades, so many landmark projects – from resort launches in Ras Al Khaimah to large-scale branded residence signings in Dubai – have started life at our events.
JP: You’re known for creating events where billion-dollar deals actually happen. What’s the secret to making that work?
JW: It comes down to three things: credibility, curation, and context. Credibility, because investors know that the brands, developers, and governments we bring to the table are serious. Curation, because we don’t aim for the biggest numbers, we aim for the right mix – government authorities, family offices, hotel owners, management companies, asset managers, consultants and visionary developers all in the same room.
Context, because we align our summits with market timing: when there’s a need for capital, we make sure the people with capital are present.
Over the years, we’ve seen billion-dollar projects first discussed at FHS go on to make the headlines – like Dubai’s dominance in branded residences, or Saudi Arabia’s giga-projects. Our role is to create that fertile ground where vision and investment meet.
We bring in investors who are actively looking for opportunities, and we ensure they’re meeting developers and operators with bankable, visionary projects.
That, combined with market intelligence our advisory boards provide – and the right timing, has led to many landmark deals being conceived at our summits.
Future Hospitality Summit
JP: Can you tell us more about FHS, its origins and how the event first came together?
JW: FHS began as the Arabian Hotel Investment Conference (AHIC) 20 years ago, right here in Dubai at Madinat Jumeirah. At the time, the Middle East was on the cusp of a hospitality and tourism boom, but there was no single dedicated platform that brought together investors and operators. AHIC filled that gap and very quickly became the meeting point for deal-making in the region.
Over the years it has evolved into FHS World, reflecting the increasingly global nature of capital and development. What has stayed constant is our DNA: we’re about investment first.
From our beginnings at AHIC, to the addition of FHS Saudi Arabia, FHS Africa (formerly AHIF), and now the evolution of FHS World, the common thread has always been connecting vision with investment.
Today, it is the region’s most influential hospitality investment platform – a place where the past two decades of growth are celebrated and the foundations for the next two decades are being laid.
JP: What are the key themes up for discussion this year?
JW: This year’s theme, ‘Where Vision Leads, Investment Follows,’ is at the heart of our programme. Attendees can expect three packed days of investment-focused dialogue, networking, and deal-making.
The agenda presents dynamic debates, industry insights and high-impact sessions, with key tracks such as Global Outlook, Investment & Real Estate, Lifestyle & Wellness, NextGen, Innovation & Technology, F&B Experience, Branded Residences Forum, Networking, and Signings & Announcements.
With Dubai now the global capital of branded living, we’ll also be exploring the rise of branded residences as a major asset class and the investment dynamics of this, and how sustainability and technology are becoming non-negotiable in investment decisions.
It’s our 20th anniversary in Dubai, so we’ll also be looking back at how capital has shaped the region’s growth, and forward at the new frontiers, to give investors clarity on where capital is flowing, what opportunities are investable, and which trends are shaping returns.
JP: This year promises to be even bigger than last year’s record-breaking event. What can attendees expect over the 3 days?
JW: We’re building on the momentum of 2024, which saw record attendance which delegate connections generating USD 1.7 billion in deal volume.
We already have over 170 visionary speakers confirmed and 65 top-tier investors, managing $1.89 trillion in assets, have already confirmed their attendance including Mubadala, PIF, The Oberoi Group and Dubai Holding.
Delegates will have access to unrivalled networking and deal-making opportunities, enabling direct engagement with real estate asset managers, global investment houses, family offices, and sovereign funds, all actively searching for the next wave of hospitality ventures.
In addition to the main conference programme, we will have exclusive country investment spotlights on markets such as the Philippines, Albania and Italy, with governments presenting live projects; and the return of innovation showcases at dedicated Country Pavilions, while the Pitchpoint start-up competition and the finals of the Sustainable Hospitality Challenge, give attendees and investors a look at the pipeline of hospitality disruptors.
With the Branded Residences Forum and our new Awards programme running alongside, this year also offers more vertical depth.
In recognition of our 20th anniversary, we’ll also be reflecting on the deals that defined the past two decades while showcasing the opportunities that will shape the future.
What excites me most about this year is not just the scale of the programme, but the energy it brings. It’s where conversations turn into collaborations, where ideas become investments, and where the future of our industry is written in real time.
Branded Residences Forum (BRF)
JP: The Branded Residences Forum is a one-day focused event. How do you pack maximum value into the day compared to the three-days of FHS World, and do you see a time where the forum needs longer than a day?
JW: The Branded Residences Forum is intentionally designed as a high-intensity, deep-dive day. In one day, we bring together developers, operators, brokers and investors to tackle the most pressing topics in branded living investment – whether it’s legal frameworks, market analysis, or design and marketing strategy.
The sector is booming – Dubai alone has outpaced Miami, New York and London in branded residence development, with 1,746 projects globally and 25% of the pipeline here in the Middle East – and we’ve seen an increasing demand for more content and networking in this space.
Will it grow into more than a day? Quite possibly. As the sector matures, I can see us expanding it further, but for now the one-day format keeps it highly focused and extremely productive.
JP: You’re also launching the World Branded Residences Awards this year. Why introduce these awards now and do you feel that the award categories could be expanded in the future?
JW: Branded residences have reached a tipping point – the sector has grown 180% in the past decade and shows no sign of slowing.
Now is the perfect time to spotlight the brokers and brokerages who are driving this momentum with the biggest transactions, with categories including Top Branded Residence Brokerage and Largest Single Transaction Award.
It’s important to celebrate the people making these deals happen, as they’re a crucial link between brands, developers and investors, and the inaugural awards will therefore focus on brokerage achievements, however looking ahead, there is plenty of scope to expand categories to recognise developers, architects, and even investors who are raising the bar in branded living.
FHS World 2025
JP: The #FHSWomenPower initiative has really taken off. How is this changing the networking dynamic at your events?
JW: The #FHSWomenPower initiative has had a transformative impact, changing the dynamic in the best possible way. By creating more opportunities for women leaders to attend and participate, we’re diversifying the perspectives in the room – and that leads to richer conversations and stronger partnerships.
The networking dynamic is energised by bringing in fresh voices and rising talent, opening the door to new partnerships and new ways of thinking. Add in the Impact Leader Award, which honours women driving meaningful change, and we’re embedding inclusivity at the very core of FHS.
At the same time, investors and operators increasingly value diverse leadership teams, and understand that this creates stronger returns, so #FHSWomenPower isn’t just about equality, it’s also about performance.
It’s about unlocking untapped talent and ensuring hospitality reflects the societies it serves.
JP: For someone considering attending FHS 2025 for the first time, what’s your pitch? And how do they make the most of the three days?
JW: My pitch is simple: if you’re serious about hospitality investment, FHS World is where you need to be.
FHS World is where government vision meets private capital, where global brands unveil their strategies, and where the next generation of opportunities is laid out. Over three days, you’ll hear directly from the visionaries shaping the sector, meet investors who are actively deploying capital, and get access to the latest market intelligence.
To make the most of it:
- Do your homework – review the agenda and identify the sessions most relevant to your strategy.
- Use our networking tools and download the event App to pre-book meetings – many of the most valuable deals begin with a scheduled coffee or conversation.
- Engage actively – whether it’s in a roundtable on REITs, a session on AI in hospitality, or a country pavilion presentation, be ready to contribute.
The best advice I can give is this: come to FHS ready to invest your time and attention, because the return – in opportunities, relationships, and insights – is unmatched.
JP: A Huge thanks to Jonathan Worsley
FHS World 2025 Get Your Pass Here
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