UAE travellers choose surprise holiday bookings as dnata travel relaunches Secret Stays
Exclusive Maldives offer combines luxury, value and an element of surprise
DUBAI – As UAE holidaymakers increasingly look for simpler and more spontaneous ways to plan their getaways, dnata Travel has relaunched its popular 'Secret Stays' campaign for summer 2026.
First introduced for UAE staycations nearly a decade ago, the initiative combines the excitement of surprise with a solution to a growing travel challenge: decision fatigue.
The campaign reflects a rising preference among travellers for expert-curated holidays that remove the stress of comparing countless accommodation options.
Booking trends
According to the latest dnata Travel booking data, the Maldives is the most popular international destination for UAE travellers this summer, accounting for around 20 percent of all overseas hotel bookings. The island nation also dominates demand for all-inclusive holidays, representing 54 percent of dnata Travel's all-inclusive bookings recorded so far in 2026.
The figures highlight a growing preference for convenience and value, with travellers increasingly choosing packages that include accommodation, dining and experiences before departure.
Secret Stays
Against this backdrop, Secret Stays gives customers the chance to book a luxury holiday without knowing the name of the resort until after the booking has been confirmed. While travellers know they are heading to the Maldives, the identity of the resort remains a surprise until the reservation is complete.
To support the campaign, dnata Travel has partnered with one of the Maldives' most established resorts to create an exclusive Secret Stays Maldives offer for UAE residents.
"The Maldives is a destination where many travellers turn to our experts for guidance, simply because there are so many resorts to choose from," said Meerah Ketait, Head of Retail and Leisure UAE at dnata Travel.
"Secret Stays Maldives removes that complexity. Customers can book with confidence, knowing they are securing exceptional value at a quality resort, while enjoying the excitement of a surprise reveal."
Limited offer
The campaign has already generated a surge in customer enquiries since launching on 1 July. Secret Stays Maldives is available for bookings until 31 July 2026, with travel valid until 30 September 2026.
Travellers can secure a three-night luxury escape from Dh2,590 per adult, with the destination revealed at the time of booking while the resort remains undisclosed until the reservation is confirmed.
The exclusive package includes three nights' accommodation in a Beach Villa on a Full Board basis, return speedboat transfers, a complimentary floating breakfast, dedicated Island Host service and in-room check-in. Guests also receive a range of premium benefits, including complimentary chef's treats, bicycle use, access to leisure facilities, a daily house reef boat trip, subject to terms and conditions, and a 20 percent discount on selected spa treatments during the first two days of their stay, alongside additional exclusive inclusions.
Secret Stays Maldives is available exclusively through dnata Travel until 31 July 2026 for travel up to 30 September 2026. Customers can make bookings through dnata Travel's experts via phone or WhatsApp on 800 DNATA (36282), through the company's social media channels, by email, or by visiting any dnata Travel retail outlet across the UAE.