Hotel and Hospitality Consultants in the UAE
Captivate is an independent hospitality consultancy based in Ajman Free Zone. We work with hotel owners, operators and investors in Dubai, Abu Dhabi and across the Emirates to grow revenue, recover lost profit and improve performance across rooms, food and beverage, procurement and feasibility.
Operator first. Consultant second. Captivate is led by Michael Butler, a former hotel General Manager and Hyatt Corporate Director of Food & Beverage for Europe and India, with more than 25 years in hotel operations.
What we do for hotels in the UAE
Hotel operational reviews
Rooms, F&B, engineering and guest experience, with a prioritised action plan your own team owns.
The 90-Day F&B Profit Recovery Sprint
Recovering the revenue and margin lost to low covers and spend, menu inefficiency, purchasing gaps, waste and scheduling.
Rooms revenue and profit recovery
Pricing, channel mix and distribution cost, upselling and upgrades, plus room cleaning productivity, linen and guest supplies.
F&B concepts and feasibility
Restaurant, bar and lounge concepts tested for guest, occasion and commercial return, with a go, no-go or refine recommendation before capital is committed.
Owner advisory and asset management
Budget and capital plan reviews, operator performance against the management agreement, P&L and KPI reviews, and pre-opening oversight.
Technology and operations optimisation
Independent business cases for automation and robotics, tested against the cost of the current operation.
What makes the UAE different
Advice that works in Europe does not always work here. Our reviews start from how hotels in the UAE trade:
- Seasonality: trading changes sharply between the cooler months and the summer, so venue hours, staffing and menus need to flex with demand.
- Ramadan: iftar and suhoor change F&B dayparts, staffing and purchasing for a month each year.
- Competition for local guests: hotel restaurants and bars compete with a large independent dining scene, so a venue cannot rely on in-house guests alone.
- Labour cost: recruitment, visas and staff accommodation sit behind every role, so productivity and scheduling have a direct effect on profit.
- Owner and operator: many hotels run under management agreements, and owners need an independent view of how the operator is performing.
Where we work in the UAE
Dubai
In Dubai, hotel F&B competes with independent restaurants and bars across the city, from Downtown and DIFC to Dubai Marina and the beach. We help hotels decide who each venue is for, which occasions it serves and how it wins local guests, then fix the cost base behind it.
Abu Dhabi
In Abu Dhabi, from the Corniche to Saadiyat and Yas Island, hotels often serve leisure, business and event guests at the same time. We help owners and operators match venues, staffing and opening hours to that mix, and give owners an independent view of operator performance.
Ajman and the Northern Emirates
Captivate is based in Ajman Free Zone, within easy reach of hotels across the Northern Emirates: Ajman, Sharjah, Umm Al Quwain, Ras Al Khaimah and Fujairah. For mid-scale and resort hotels, we focus on the changes that pay back fastest: menu engineering, purchasing, waste and scheduling.
Experience
Case study
Whole F&B operational review, GCC (completed late 2025)
Every F&B area of a large hotel reviewed over four and a half days on property, with a prioritised action plan owned by the hotel team.
Speaking
Michael spoke on embedding sustainability in the UAE's hospitality sector at The Hotel Show Dubai 2025.
How we work
- Independent: we do not install or resell equipment or technology, and we take no commission from suppliers on our recommendations.
- Operator-led: advice grounded in running hotels, from General Manager to corporate level.
- Commercially accountable: every engagement is measured against agreed financial outcomes.
- Your team owns the actions: we advise and support; the hotel leads.
Frequently asked questions
Where is Captivate based?
Office C1-1F-SF3853, Ajman Free Zone C1 Building, Ajman, United Arab Emirates.
Do you work with hotels in Dubai and Abu Dhabi?
Yes. We advise hotel owners and operators across the UAE, including Dubai and Abu Dhabi, and across the GCC.
Is Captivate only an F&B consultancy?
No. We work across the whole hotel: rooms, F&B, procurement, engineering and feasibility. F&B remains a core strength.
Are you independent?
Yes. We take no commission from suppliers on our recommendations.
How does an engagement start?
With a confidential 30-minute call with Michael Butler, with no commitment.
What does it cost?
Advisory fees are tailored to each engagement. Fixed-price intelligence reports start from £495 per venue.
Discuss your hotel with Captivate
Use the contact form, or message Michael on WhatsApp. For voice calls in the UAE, BOTIM is the most reliable option.
