Adam McEwan, CEO and Co-Founder of Hero Experiences Group, is a visionary in luxury travel whose leadership has steered the company into reimagining sustainable luxury adventures across the UAE and Saudi Arabia. Since founding the group in 2012, he has led its five multi-awarded brands, including Platinum Heritage Dubai and Saudi, Hero Balloon Flights Dubai and Saudi, The Dubai Balloon, and Absolute Adventure to earn 15 World Travel Awards across the group and an induction into the TripAdvisor Hall of Fame. Under his stewardship, the group was also honoured with a 2025 Luxury Lifestyle Awards for Best Luxury Travel Experiences in the UAE.

Hero Experiences Group embodies a brand promise centered on authenticity, sustainability, uniqueness, and meaningful storytelling. Adam’s approach combines responsible tourism with exclusive access using 1950s vintage Land Rovers, private dining in scenic royal grounds, hot air balloon flights over desert reserves, and more. By championing sustainability practices as well as high-quality offerings across the board, the group consistently delivers ultra-luxurious, yet environmentally mindful travel experiences that are deeply rooted in Emirati culture and heritage.

Alexander Chetchikov, President of the World Luxury Chamber of Commerce, leads our exclusive interview with Mr. McEwan. Drawing on more than 17 years of experience recognizing the globe’s most distinguished luxury brands through the Luxury Lifestyle Awards, he offers rich expertise and discerning insight into the dynamic landscape of luxury. 

Questions:

Alexander Chetchikov: Congratulations on your victory, Mr. McEwan! Winning an LLA must be a major milestone. What do you believe sets Hero Experiences Group apart in this competitive category?

Adam McEwan: Thank you, Alexander. We’re honoured to be recognised by the Luxury Lifestyle Awards. What truly sets Hero Experiences Group apart is our ability to blend luxury with meaning. Each of our experiences is thoughtfully designed, not just to impress, but to connect, educate, and leave a lasting impact. Whether it’s soaring above the Dubai Desert Conservation Reserve in a balloon or tracing the ancient landscapes of AlUla in Saudi Arabia, every touchpoint is intentional. We don’t believe in one-size-fits-all luxury; our experiences are bespoke, deeply cultural, and led by purpose.

AC: Could you share how your personal journey and values inspired the founding of Platinum Heritage, the flagship company, in 2012, and how they’ve shaped the brand’s ethos today?

AME: My journey has always been shaped by curiosity about the world, about people, and about stories. Through years of immersive travel in some of the world’s most unexplored destinations, I realised there was a gap in the luxury travel space for experiences that were not only opulent but also authentic and environmentally conscious.

Platinum Heritage was born from that realisation, which led over the years to the creation of Hero Experiences Group, as we added more meaningful experiences and brands to the portfolio. From the beginning, we’ve focused on integrity and respect for the environment, local communities, and cultural heritage. These values are not just part of our brand; they are embedded in every product, partnership, and person on our team.

AC: Sustaining 15 World Travel Awards and inclusion in the TripAdvisor Hall of Fame reflect remarkable consistency. How does your team maintain such high standards across all touchpoints, from first inquiry to farewell?

AME: Consistency at this level is only possible when it becomes part of your culture. We invest heavily in training, storytelling, and guest feedback loops. But more than that, we empower our team to take ownership of the guest experience from the first email to the final goodbye. Every team member, whether they’re a Conservation Guide, chef, or driver, is not only trained in excellent service delivery but also in empathy and cultural understanding. This human-centric approach is what keeps our standards high and our guest loyalty even higher.

AC: Hero Experiences Group prides itself on eco‑luxury, from avoiding dune bashing to solar‑powered camps. Could you elaborate on your sustainability philosophy and how it evolves with new destinations like Saudi Arabia?

AME: Sustainability isn’t a box we tick, it’s a lens through which we see everything. From the way we build our camps using traditional, biodegradable materials to using solar energy, biogas, and even having stainless steel water bottles given to all customers with as little plastic usage as possible, every detail matters. In Saudi Arabia, Platinum Heritage Saudi has expanded our vision into AlUla’s pristine protected Sharaan Nature Reserve. Here, we pioneered off-grid luxury safari camps powered by the largest solar array in the region, run bio-gas fire pits, and practice ‘leave-no-trace’ principles throughout our canyon experiences. The result is a low-impact, high-comfort operation that is built to scale sustainably, inspiring guests while actively conserving one of Saudi’s most fragile environments.

AC: Your brands offer private access experiences—royal desert grounds, vintage Land Rover safaris, canyon dining. What unique partnerships or logistical innovations make this exclusivity possible?

AME: We’ve been fortunate to build long-standing, trusted relationships with key entities like the Dubai Desert Conservation Reserve, Royal Desert Grounds, Land Rover, and the Royal Commission of AlUla. These partnerships are built on mutual respect and a shared vision of responsible tourism.

Since we started, we’ve raised over AED 9 million to support the Dubai Desert Conservation Reserve (DDCR), and we actively contribute to its ongoing research, relocation efforts, and wildlife protection programs. But what’s most rewarding is seeing the ripple effect. Every guest we host in the desert leaves with a deeper understanding of its fragility and value, which spreads the message even further.

Logistically, we’ve developed our own fleet of restored vintage vehicles, curated private balloon launch sites, and trained guides to operate in protected and culturally sensitive areas. Exclusivity for us is not just about access; it’s about delivering rare moments of stillness, uniqueness, intimacy, and awe.

AC: Storytelling appears at the heart of your customer experience—from Conservation Guides sharing desert lore to falconry in mid‑air. How do you train your team to consistently deliver immersive narratives that resonate with guests?

AME: Storytelling is the soul of our brand. We don’t hire generic tour guides; we nurture cultural custodians. Every team member undergoes immersive training in regional history, wildlife ecology, and Bedouin heritage. Our falconers, for example, don’t just perform; they narrate centuries-old Emirati traditions. The stories are constantly updated, refined, and grounded in research. This transforms a simple drive or flight into an unforgettable journey that connects guests with the land and its legacy.

AC: As you target new markets, such as the USA, UK, Europe, China, and Australia, how are you adapting your experiences and messaging to resonate with an international luxury audience while remaining authentically Emirati?

AME:  Each market brings its own sensibility, whether it’s the refined taste of guests from the US and Southern Europe, the adventurous spirit of Australian travellers, or the strong connection our UK visitors feel toward the 1950s vintage Land Rovers, which were once gifted by the Queen and became the first motorised vehicles on UAE roads.

What unites them is a growing desire for meaningful experiences. We adapt by listening closely, through guest feedback, cultural insights, and digital engagement. Our messaging always centres on authenticity, but we localise the narrative to meet our audience where they are. Whether it’s local-language search campaigns, storytelling in culturally relevant media, or visuals that speak to specific markets, we thoughtfully tailor every guest touchpoint, even before they join our adventures. With a diverse team of Conservation Guides fluent in over nine languages, we ensure our Emirati soul is shared in a voice each guest recognises and trusts.

AC: Looking ahead, what new innovations, service offerings, or sustainability initiatives do you envision for Hero Experiences Group over the next few years?

AME: There’s still a long way to go, but the momentum is there. I’m optimistic, but cautiously so. There’s more awareness and accountability in the industry now than ever before. Many brands are moving in the right direction, but it’s crucial that sustainability isn’t treated as a marketing trend, but as a necessity. It needs to be built into the foundations of how we design, operate, and measure success. From underwater eco-explorations to zero-emissions ballooning, our goal is to continuously raise the standard of what luxury can mean in the 21st century.

I see more businesses embracing long-term thinking, investing in conservation, and collaborating with local communities. Most importantly, I see travellers demanding more from their experiences, not just in terms of luxury, but in terms of meaning and impact. When they discover our experiences are built around preserving culture and nature, it adds a deeper emotional value to their journey.

If we, as an industry, can continue to listen and evolve, then the future of travel can be both sustainable, responsible, and deeply immersive; all at once.

Thank you, Mr. McEwan, for taking the time to share your inspiring vision, and congratulations once again on this well-deserved recognition.

Go to Hero Experiences Group’s official website to find out more: https://www.hero-experiences.com/