In today’s travel and retail landscape, visitors demand seamless convenience, connectivity, and immersive experiences. The Stay, Play, Shop model is emerging as a cornerstone for creating integrated destinations that combine hospitality, retail, and recreation with unparalleled experiential value. These themes were central to the discussion at the 2025 RLC Global Forum, where Kiran Haslam (Chief Marketing Officer, Diriyah Company), Carl Schibrowski (Chief Development Officer, New Murabba Development Company), Bruno Wehbe (Chief Operating Officer, Cenomi Centers), and Khaled Abuhamdeh (CEO, Red Malls)—moderated by Philippe Najjar (Partner, PwC)—explored how destinations can effectively harness this model to enhance visitor retention, maximize economic impact, and build community-driven value. What strategies can align retail, dining, entertainment, and experiential elements within mixed-use developments to craft vibrant, economically resilient ecosystems that captivate modern travelers?
Retail as the Connector in Destination Development
Retail is transformed and is now about storytelling, cultural preservation, and urban integration. Across the GCC, urban developments are shifting from transaction-driven retail spaces to lifestyle-led destinations, where shopping is one element of a wider ecosystem that includes entertainment, dining, and hospitality.
In Saudi Arabia, major developments such as Diriyah, New Murabba, and the Red Sea Project are embedding retail into their design from the outset, ensuring that shopping is complementary to the destination’s identity. Rather than functioning as a standalone attraction, retail is being woven into the historical, cultural, and social fabric of these locations.
The strategy is clear: Retail should not disrupt the sense of place—it should enhance it. Developers are moving away from replicating existing shopping districts and instead curating unique retail mixes that reflect the region’s cultural and social aspirations.
A Shift in Consumer Behavior: Beyond Shopping
Consumers today expect more than just retail—they seek meaningful interactions and destinations that provide a sense of discovery, entertainment, and leisure. The era of traditional mall formats is fading, giving way to developments that integrate social spaces, immersive entertainment, and cultural storytelling.
Across new GCC destinations, developers are incorporating entertainment-driven experiences into their retail environments, ensuring that visitors linger, engage, and return. Retailers are rethinking store formats, prioritizing multi-sensory environments, interactive displays, and curated events to create a deeper emotional connection with visitors.
Rather than treating retail as a purely commercial transaction, brands and landlords are recognizing the value of experiential engagement. Success now depends on how well retail spaces can evolve into destinations that encourage participation, socialization, and repeat visits.
The 15-Minute City
The urban planning trend toward 15-minute cities is reshaping how retail integrates into daily life. This model prioritizes walkability, accessibility, and mixed-use environments, where shopping, dining, work, and leisure are all within a short walking distance.
Major projects in Riyadh, Jeddah, and other emerging hubs are embracing this concept by:
- Designing open-air retail districts that encourage foot traffic.
- Creating multi-use environments where shopping is naturally connected to residential, office, and leisure spaces.
- Prioritizing public spaces and cultural elements to enhance community engagement.
Developments are ensuring that retail is not just a commercial function, but rather a key component of a broader urban experience that supports community living, tourism, and economic growth.
Technology & Smart Retail Destinations
Technology is playing a defining role in shaping next-generation retail environments. Developers and brands are integrating smart city solutions, AI-driven personalization, and digital infrastructure to create seamless customer experiences.
In new flagship destinations, developments are leveraging technology to:
- Enhance navigation with real-time wayfinding and AI-assisted concierge services.
- Optimize retail curation by using data-driven insights to understand visitor behavior.
- Integrate augmented reality and digital storytelling to enrich brand experiences.
Technology is also streamlining transactions, with developments investing in cashless payment ecosystems, AI-powered retail automation, and last-mile delivery solutions to improve convenience.
The goal is to create frictionless, intuitive experiences where visitors feel understood, engaged, and empowered throughout their journey.
Key Statistics
- Walkable, mixed-use retail developments see a 30% higher visitor retention rate compared to traditional shopping centers.
- AI-powered personalization strategies have increased visitor engagement by 25% in flagship destinations.
- Smart retail destinations integrating digital navigation tools have improved visitor dwell time by 18%.
“Retail must be seamlessly embedded into the destination, not forced into it. It has to be organic, adding value to the visitor experience.” – Kiran Haslam
