Away from the skyscrapers in Doha, some 100km north-west of Qatar’s buzzy capital city, a new hotel opening is making ripples across the sand. Found on Qatar’s remote west coast, where the desert meets the sea, the new Our Habitas Ras Abrouq is a beach-style resort with a difference.

Arrive in the dark, and you may not see where you will be sleeping very clearly—the hotel’s lights will be dimmed to preserve the dark skies. Arrive in the day, and its series of villas dotted across the shoreline, covered with camel-coloured canvas, seems to blend artfully into the desert landscape. It’s all part of the sustainable and holistic ethos that guests can soak up here, as well as satisfying co-founder Oliver Ripley’s passion for cherry-picking some of the world’s most exciting, emerging destinations.

Found on the edge of the UNESCO protected Al-Reem Biosphere Reserve, on one side, and the Arabian Sea, on the other, the latest opening from the Habitas brand looks set to put this uninhabited area on the map. With this in mind, the innovative hospitality brand has partnered with Qatar Airways to form part of a long-term vision for the region. The opening not only marks the first Our Habitas property in Qatar, but will also be the start of a new multi-destination hotel circuit in the Middle East, with the brand recently announcing three properties planned in Leyja, NEOM, Saudi Arabia (joining its first hotel already open in AlUla, Saudi Arabia).

Part of the impetus for the openings, and the consequential spotlight on the Middle East, says the brand, is to offer guests a deeper connection to the culture and nature of the destination, proving that there is more than just the glamorous urban lifestyle that is more usually related to cities such as Qatar.

Already with properties found in off-the-radar destinations, such as Bacalar in Mexico and in the Kalahari, Namibia, Habitas is no stranger to ‘new’, barefoot destinations. Its ethos is also centred, says Ripley, “in a passion for travel, human connection and authentic experiences. We began first and foremost as a community of like-minded people who were looking to create a better future for ourselves and way of life around shared values.”

Encapsulating these principles, Our Habitas Ras Abrouq celebrates the country’s culture through its design and programming. “We call our core values, ‘Luxury for the Soul’, expressed through innovative experiences which draw from the country’s vibrant creative sector, while celebrating the brand’s pillars of music, art & culture, wellness, adventure, food and learning.”

Made up of 41 villas, a restaurant, wellness hub and beach club, this all comes alive in resort that is compact in size. Each of the Habitas hotels are called ‘homes’ and this sense of warmth and cosiness is reflected in the interior design, which has been conceived by designers, Studio Imara. Colours are a reflection of the desert landscape: think rose pink, sandstone and peach hues. Walls have artisan rugs as artwork; while, underfoot, carpets are handwoven and artful clusters of lights are made from traditional glass lanterns. Villas are available with up to four bedrooms, but even the smallest one-bedroom house is huge, with a separate living room, bedroom, dressing room and bathroom. Outside, each villa has its own deck area with plunge pool, a dining section and a chill-out zone with low-slung sofas (ask for a sea view for serene vistas across the ocean) .

Adding to the homely vibe is the thoughtful level of detailing that takes this from a cookie-cutter hotel to one oozing character: there’s a complimentary soft-drink and snack mini-bar, with homemade local treats and fruit replenished each day; locally-made toiletries, that are scented with frankincense and sweet almond, and, perfect for post-long-haul flight, you’ll find a hand-carved bowl of pink Qatari salts by the egg-shaped bath for you to ease your limbs after travelling.

The restaurant, Qissa is all about laid-back dining with a menu riffing on Middle Eastern dishes as well twists on Mediterranean classics (you can eat in the restaurant or order for your meal to be delivered to your villa’s deck or dining area). Breakfast varies from a Dosa Masala or a simple herb omelette, with juices and smoothies, which are freshly made with exotic fruits; while lunch includes crowd-pleasers, such as Smoked Eggplant and Tabouleh or Crispy Calamari. For evening meals, the menu switches up a notch with moreish standouts including Prawn Ceviche, Red Coconut Curry and Braised Lamb Shank served with dates and black chickpeas.

Each day, guests are sent the day’s programming via WhatsApp, which is made up of arts, sports and wellness activities designed to connect you to the destination. The hotel enlisted Qatari sisters, Fatma Al Sehlawi and Reem Al Sehlawi, who founded Doha’s Atlas Bookstore, to advise on authentic cultural activities, so you might find a hands-on Sadu weaving workshop to join in with, calligraphy classes or incense making. Art programming is still in the planning, with Habitas Ras Abrouq set to partner with Qatar museums to showcase significant artworks and to stage exhibits at the resort. In the meantime, the hotel is home to a stainless steel sculpture by artist and sculptor, Khalid Shahin, and is also close to Richard Serra’s iconic desert sculpture, East-West/West-East, which guests can visit.

Most impactful, perhaps, is the wellness offering which taps into age-old therapies, including a unique Camel Milk Facial, rooting you not only to the landscape but yourself. The Pink Qatari Clay Heritage Ritual is an indulgent 90 minutes, and starts with a body exfoliation with a scrub made from aromatic resins, Epsom salts and frankincense. This is followed by an Arabic body massage using warm herbal compresses, to relieve joint and muscle aches and to improve blood circulation. Finally, skin is soothed with a soft, pink Qatari clay, which softens and gently scents the skin, and infuses the senses, leaving you blissfully ‘floating’ on your way out.

Mornings start with sunrise yoga, the desert sky lighting up with pastel paint strokes, as your class begins. You can also book in for serene desert meditation and an immersive, beachside sound bath. For those wanting a bit more activity, there’s a state-of-the-art gym and a comprehensive sports offering, including paddle boarding on the still waters, glass-bottom kayaks, from which you can spot turtles, as well as tennis and Padel courts.

Each evening the hotel arranges a desert safari in a 4×4 that takes you over the sand dunes to spot the desert’s elusive oryx and native gazelles. On your return, the firepit at the beach club is lit and a DJ is playing sunset chill-out tracks straight out of Ibiza. Sparks flit through the air, like fireflies. This feels like the beginning of something new.