Pondering whether Dubai would be the perfect fit for an upcoming meeting or event? The destination’s Expo City has just secured two major pre-certifications you need to hear about. Or maybe Australia? Yet another major airline has announced plans for new direct flights for your attendees. Perhaps Jordan is calling? The country’s tourism board has teamed up with a leading travel app to spread the word on why you should keep its hat in the ring.
As always, Smart Travel is here to bring you the latest must-read news in the travel and tourism industry.
Scandinavian Airlines’ “Destination Unknown” Flight Service Sells Out in 4 Minutes
The second iteration of Scandinavian Airlines’ “Destination Unknown” flights sold out in four minutes, echoing the success of the company’s debut of the program. The concept was brought to reality in 2024, when the airline took members of EuroBonus, the company’s frequent flyer and loyalty program, on a surprise journey to Athens. The destination remained a mystery until the flight departed, and 96% of participants reported they would return for a second trip.
The overwhelming appeal is likely behind the doubling of cost for each traveler from 30,000 EuroBonus points in 2024 to 60,000 points this year. It’s worth noting, however, that this covers roundtrip flights and onboard meals only—accommodations must be booked upon arrival, though Scandinavian Airlines does provide hotel partner options.
The megahit service has some meeting profs considering implementing the concept in their incentives and team building planning—while still risky, the heaping praise Scandinavian Airlines is basking in highlights the potential upside. Aron Backström, the company’s vice president, product and loyalty, pointed to the personal connections the program fosters, saying, “One of the most remarkable things about the first ‘Destination Unknown’ trip was seeing how quickly complete strangers formed connections. When you remove all expectations and share an adventure like this, it creates a special bond among travelers. The excitement, the curiosity and the sense of being part of something unique made it an unforgettable experience for everyone on board.”
Expo City Dubai Lands Two Major Pre-Certifications
Expo City Dubai has secured two prestigious pre-certifications for its master plan, marking a significant milestone for growing social and environmental sustainability in the Middle East and North Africa (MENA) region. The city has achieved Platinum pre-certification in the globally recognized LEED Cities and Communities standard and is the first in the region to attain WELL Community pre-certification, underscoring its goal of creating a vibrant urban development.
The LEED Platinum pre-certification highlights Expo City’s holistic approach to economic development, environmental preservation and inclusivity. Notably, Expo City Dubai is already home to 123 LEED-certified buildings, and future developments aim for a minimum of LEED Gold certification.
Read More: Case Study: How One Event Achieved Renowned Sustainability Accreditation
The WELL Community pre-certification, developed by the International WELL Building Institute (IWBI), focuses on health and wellbeing. The standard assesses ten critical areas, including air and water quality, nourishment, light, movement, sound, materials, mental health and community connectivity.
For meeting profs planning MENA events, Expo City Dubai’s Dubai Exhibition Centre and Expo Village provide a compelling venue that promises world-class facilities within a sustainable community. Its proximity to Al Maktoum International Airport, Jebel Ali Port and public transport options enhance accessibility for international attendees.
Situated in Dubai’s dynamic South area, the city’s efficient grid system and expansive spaces create a tempting backdrop for corporate events; with a vision to host 35,000 residents and 40,000 professionals, Expo City is positioned as a central hub within the Dubai Economic Agenda (D33), majorly contributing to the city’s 2040 Urban Master Plan, which focuses on elements such as land use optimization, an increase in green spaces, boosted tourism capacity and energy efficiency.
Qatar Airways’ Virgin Australia Investment Approved
Another significant advancement in Australian air connectivity was gained this week after the country’s Foreign Investment Review Board (FIRB) approved Qatar Airways’ pursuit of a 25% minority stake in Virgin Australia. The decision is a major step toward fully authorizing the airlines’ integrated alliance, with final approval from the International Air Services Commission (IASC) expected in March/April 2025. Together, they help open the door to the airline’s return to long-haul international flights.
The partnership would mark the return of Virgin Australia’s long-haul flights, set to begin in June of this year with routes from Sydney, Brisbane and Perth to Doha. Melbourne is scheduled to be added to the list in December 2025. Projections predict a major boost to the Australian visitor economy, including the tourism sector, with an estimated $3 billion in economic value over the next five years.
Read More: From the Experts: Key Takeaways from Australia’s AIME 2025
Qatar Airways joins Delta Air Lines, Juneyao Airlines, and Qantas Airlines in launching new direct routes to Australia. Delta will connect Los Angeles and Melbourne, and Qantas will add flights between Sydney and London, New York and Las Vegas.
Engr. Badr Mohammed Al-Meer, Qatar Airways’ group chief executive officer, told the press, “We are confident in our ability to deliver an alliance between our two airlines that will provide immense benefit to customers, Australian businesses, Australian jobs and the wider economy.”
Jordan Tourism Board Teams Up with Wego to Draw Global Travelers
The most popular travel app in the MENA region, Wego, has announced a new partnership with the Jordan Tourism Board to highlight the country’s unique draw as an international destination with rich history, beautiful landscapes and a top-tier hospitality sector. Targeted campaigns and initiatives will include a strong focus on sustainable tourism and highlight both world-renowned locations like Petra, one of the New Seven Wonders of the World, alongside lesser-known gems across Jordan.
Mamoun Hmidan, chief business officer at Wego, said of the partnership, “We are incredibly excited to partner with the Jordan Tourism Board to bring the magic of Jordan closer to our global audience. Jordan is a destination like no other…Through this collaboration, we aim to inspire travelers to explore Jordan’s iconic landmarks and discover its hidden treasures, creating memories that will last a lifetime.”
Jordan also offers meeting profs venue options such as King Hussein Bin Talal Convention Center at the Dead Sea and Amman International Fair and Exhibition Center, with major events and conventions including the International Conference on Sociology of Education and Society (ICSES) and the International Conference on Engineering and Natural Science (ICENASCI) scheduled for this year.
Hyatt Hotels Announces New Upper-Midscale Brand Hyatt Select
Hyatt Hotels Corporation has unveiled Hyatt Select, a new upper-midscale brand designed for transient travelers that promises a streamlined, efficient guest experience. Under the umbrella of Hyatt’s Essentials portfolio, Hyatt Select will complement Hyatt Studios, the company’s extended-stay brand that recently opened its first property in Mobile, Alabama. The new brand aims to meet the needs of travelers seeking shorter stays for business or leisure, particularly in secondary and tertiary markets where Hyatt has had a limited footprint.
Hyatt Select will initially focus on the Americas before expanding globally and will aim to strengthen the company’s presence in the upper-midscale segment. Hyatt Studios, the extended-stay counterpart to Hyatt Select, has seen rapid growth with over 50 executed deals since its launch in 2023, reflecting strong market demand for flexible accommodations. The dual approach of catering to both transient and extended-stay markets allows Hyatt to expand its brand presence and appeal to both owners and travelers in new markets. A focus on affordability balanced with comfort in emerging markets could offer meeting profs an enticing option for hosting smaller meeting and event stays associated with regional events and conferences.
“Seeing Hyatt Studios come to life with the opening of the brand’s first property is an exciting milestone—not just for Hyatt, but for our owners and developers who have been integral in the creation of this brand,” said Dan Hansen, head of Americas development, Hyatt. “From the beginning, Hyatt Studios was designed with owners in mind, and the strong momentum we’ve seen is a testament to the demand for a flexible, extended-stay product backed by Hyatt’s world-class support.”
