JA Hatta Fort Hotel has reported near-100 per cent occupancy on weekends throughout the year as the property marks 45 years of operations, driven by staycations, repeat visits and family travel.
In an exclusive interview with Lana at the 2026 edition of Arabian Travel Market, Jan Majerski, Hotel Manager of JA Hatta Fort Hotel, said families returning across generations have played a role in the hotel’s business, with people who first visited with parents or grandparents now returning on their own.
“I believe that grandparents were bringing their grandkids. And the grandkids are bringing their kids now,” Majerski said, revealing that this pattern has helped the hotel operate at “almost 100 per cent occupancy every single weekend throughout the year,” despite regional conflict.
Wellness-driven activities support near-full weekend occupancy at JA Hatta Fort Hotel
“We also have families reaching out to us directly, and saying ‘We want the same room as usual. Just please make sure everything is ready. We are coming tomorrow,’” he said, adding that this pattern shows that the hotel is receiving guests from families that have used the property over more than one generation.
However, Majerski said guest behaviour has changed between generations, including attitudes towards alcohol and participation in health and outdoor activities. “One of the things that has surprised me quite a lot is, that alcohol is not as popular as it used to be before,” he said, revealing the shift has been accompanied by interest in health-related activities.
Guests can be seen jogging around the hotel’s 85-acre property in the morning, reflecting what Majerski described as a shift towards wellness among younger travellers. JA Hatta Fort Hotel also offers multiple activities such as yoga, trekking, archery and air-gun shooting as part of its activities.
In addition, JA Hatta Fort Hotel also operates an animal sanctuary where children can interact with animals. Peacocks are also found at the property. The hotel also has a spa offering massages and wellness activities.
Moreover, Majerski said JA Hatta Fort Hotel works with people and businesses in Hatta to connect guests with activities outside the property. These include visits to honeybee farms, kayaking at Hatta Dam and trips to the Hajar Mountains.
“We are very much community hotel as well, so we are operating with a lot of our friends within Hatta,” he said.
Repeat guests remain part of hotel strategy
When asked how JA Hatta Fort Hotel plans to preserve what it has developed over 45 years, Majerski said the focus remains on guests, recommendations and families returning over time.
“I think it comes with respect to every single guest who visited us over the years. One of the main reasons why we are running successful operations is because of our guests and the guests who recommend us,” he said, adding that hoteliers have a responsibility to welcome guests and provide service throughout their stay.
However, the hotel is working to encourage guests to stay beyond short staycations by combining Hatta visits with stays at other JA properties in Dubai. He said the group is trying to allow guests to combine time in the mountains with time at the beachfront.
For guests staying in Hatta, JA Hatta Fort Hotel has two swimming pools and three restaurants. The hotel also allows pets.
And while the recent security situation in the region had major impacts on the tourism and hospitality industries, affecting visitor numbers and stays, JA Hatta Fort Hotel’s Majerski said Hatta continued to draw demand from UAE residents and the staycation market.
“We did not see a drop in occupancy,” he said, adding that the hotel continued to receive guests during the period and that weekends remained “almost full, if not full.”
Yet, following 45 years of operations, JA Hatta Fort Hotel is considering changes to the property and its service. Majerski said discussions were taking place with plans yet to be announced for the building, its structure, rooms, as well as service.
The hotel is also seeking a fourth certification in the coming months, which would impact the guest experience, he concluded.
