As travel rebounds and the UAE’s demographic mix continues to evolve, Thrifty UAE is positioning itself at the forefront of next-generation mobility. Suhale Showkat, Head of Retail at Thrifty UAE, outlines how the company is leveraging technology-enabled personalisation, strategic hospitality partnerships, and data-driven fleet management to meet diverse customer needs. With a strong focus on digital transformation, sustainability, and talent development, Thrifty UAE is preparing to turn 2026 into a year of resilient growth and seamless, customer-first mobility experiences across the region.

What opportunities do you foresee for 2026, and how do you plan to leverage them?
We see 2026 as a promising year for the mobility and car rental sector, primarily driven by continued growth in short-term travel, both for leisure and business. Our approach focuses on deeply understanding customer needs and shaping our offerings to meet them. We recognize that the mobility requirements of a German executive are very different from those of an Indian entrepreneur, yet both prioritize reliability and a seamless experience. Our fleet mix is designed to reflect this diversity, supported by a technology platform that ensures consistency and efficiency across all touchpoints.

A key area of focus remains enhancing accessibility and responsiveness. This means helping customers make timely decisions when selecting a vehicle and ensuring any concerns during their journey are addressed promptly. By optimizing both our fleet and our service channels, we aim to make every interaction straightforward and dependable.

What major challenges did you encounter in 2025, and how did you address them?
2025 presented a mix of challenges and opportunities. Supply levels returned to normal, and for several months in 2025, availability exceeded demand, particularly in tourist-heavy airport locations, leading to intense price competition across the car rental market.

At the same time, labor market dynamics shifted significantly. Initiatives like the UAE’s golden visa program and new remote work policies attracted talent from around the world, boosting demand for our longer-term mobility solutions.

We responded by adapting our strategies to these changes. For short-term rentals, we focused on differentiating through service quality, fleet variety, and technology-enabled convenience rather than competing solely on price. For longer-term products, we enhanced our offerings to meet the needs of an increasingly diverse workforce, ensuring flexibility, reliability, and a seamless experience.

Can you elaborate on your strategic partnerships this year and plans for next year?
This year, we focused on building strategic partnerships that go beyond traditional transactional relationships. We deepened collaborations with major hospitality groups across the UAE, implementing fully digital and autonomous mobility solutions in hotels. This allows tourists to select and access rental vehicles directly from the hotel lobby, providing convenience, transparency, and a seamless experience without intermediaries.

On the international front, we established partnerships with leading tour and travel operators in Southeast Asia, tapping into the growing appeal of the UAE as a preferred travel destination.

Looking ahead to 2026, we plan to expand these collaborations further to create integrated mobility ecosystems that connect hospitality, travel, and digital solutions. This approach ensures that customers experience consistent, high-quality service while positioning us as a leader in innovative mobility solutions.

What will be your primary focus areas and strategic priorities for 2026?
Our strategic priorities for 2026 are centered on three core focus areas:

• Technology-Enabled Personalization: We aim to go beyond digitization for its own sake by leveraging years of customer data to deliver meaningful, tailored experiences. This allows us to anticipate needs, simplify decisions, and create a seamless journey for every customer.
• Geopolitical Risk Mitigation: We continue to diversify across industries and geographies while strengthening our regional presence. This approach ensures resilience and flexibility in an increasingly dynamic global environment.
• Talent Emiratization: Developing local talent remains a key priority. We are investing in programs that cultivate expertise in both traditional hospitality and international business practices, ensuring that our teams are equipped to deliver excellence across all customer touchpoints.

These focus areas position us to enhance customer experience, strengthen operational resilience, and build sustainable growth in 2026 and beyond.

Are there plans to explore new markets or introduce new products/applications in 2026?
In 2026, our most significant opportunity lies with the growing wave of international inbound travellers, from the GCC, Asia, Europe, and emerging feeder markets. Our focus is clear: be present at the very start of their journey. This involves strengthening partnerships with global and regional channels so that travellers understand what Thrifty UAE offers as soon as they begin planning their trip.

Equally important is deepening our connection with the local community. Whether it’s a long-term expat, a young Emirati exploring mobility options, or a new arrival with a Golden Visa, Thrifty aims to be a trusted, familiar solution. The UAE’s demographic landscape is evolving rapidly, and we want to remain at the center of that growth story.

On the product side, our foundations are strong. Lease-to-Own solutions, fully digital self-service kiosks, and our expanding presence in hotels provide a platform for innovation. Backed by nearly a century of global mobility expertise, we maintain a robust product pipeline, ensuring every new offering responds directly to customer needs with agility and relevance.

2026 promises to be a pivotal year for the mobility sector, and Thrifty UAE is positioned to transform these opportunities into sustainable, scalable growth.

How is your company approaching sustainability, digital transformation, or AI adoption in preparation for 2026?
Thrifty UAE is recognized across government and industry circles as a leader in sustainable mobility. We take this responsibility seriously. Our business revolves around vehicles, fuel, and high utilization, and we are committed to balancing performance with environmental stewardship.

Digitization has been a key part of this journey. Our fully digital, paperless rental experience reduces waste while enhancing speed and simplicity for customers. We continue to evolve this ecosystem, ensuring both individual renters and corporate clients enjoy a seamless, fully online experience across rental and leasing products.

On the fleet side, hybrids account for an increasing share of our fleet, and we actively evaluate opportunities to introduce EVs. While widespread EV adoption for retail customers still faces practical constraints, we are prepared to move quickly once the supporting infrastructure matures.

AI now underpins almost every aspect of our operations, from customer journey design and online chat to behavioural analytics and product development. Our approach is to augment the human touch, not replace it, using AI to deliver deeper insights, faster decision-making, and more personalized mobility experiences.