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Customer Driven Smart Technology Boosts Business: Rotana

Customer Driven Smart Technology Boosts Business: Rotana

Rotana, the leading hotel management company operating hotels across the Middle East, Africa, South Asia and Eastern Europe, says the innovation of customer driven smart technology is translating into a significant boost in business.

Since launching the Rotana Mobile App two years ago, Rotana has posted a 20% increase in monthly mobile bookings, delivering a significant return on investment in developing the mobility platform.

Rotana is embracing the smart technology service model even further with the introduction of online check-in facilities and several other tablet-delivered services.

“Today’s travellers are constantly connected but they have time constraints. They want information instantly and they value services that save time,” says Omer Kaddouri, President & CEO of Rotana. “We have introduced a number of ways that allow our guests to use smart devices to speed up the decision-making and booking process as well as cutting down on administrative tasks related to registration and payments – thus enhancing their overall experience.”

For instance, guests at several Rotana properties can now check-in online via rotana.com and the Rotana Mobile App. They can then arrive at the hotel and simply collect their room key from a priority check-in desk exclusively reserved for online check-ins. The facility will be rolled out across all Rotana hotels by end 2014, early 2015. The company is also looking at enhancing the service for Rotana Reward Members, allowing them to pick their room number and preferred floor.

In addition, Rotana has re-evaluated several ways by which it could improve guest satisfaction through the use of tablet technology. These include Tablet Check-In – in which guests are presented with all reservation details, terms and conditions on a tablet that they can agree to via an electronic signature, Tablet Check-Out to view their bill and check-out directly from anywhere in the hotel, Electronic Guest Surveys and E-menus (which include additional information on dishes selected and recommended accompaniments).

The services have been given an enthusiastic nod by Rotana guests – 85% of guests surveyed found the tablet provided a better check-in experience as compared to a typical paper registration check-in.

Rotana has also introduced an online Restaurants and Table Management System that centralizes guests’ profiles, allows social media integration, email and SMS reservation confirmations, and integrates with popular restaurant booking sites.

In its constant pursuit to strengthening its relationship with its corporate partners, Rotana also provided them with direct access to its hotels and special rates through the introduction of Rotana Rewards Classic e-connect, in partnership with Trust International. Rotana Rewards Classic e-connect offers the latest Internet booking technology to provide the accommodation’s real time availability, online booking capability and tailor made database information to the corporate traveller.

In addition to boosting convenience for guests, smart online systems also benefit the company – they allow the seamless integration of information, offers and promotions which enables intelligent upselling and consolidates customer preferences and booking trends to ensure customers are offered the service and products they want when they want it.

“The investment in smart systems and technology is helping our colleagues perform more efficiently while simultaneously allowing us to mine information to enhance our operations even further – the end result will always be a better experience for our guests,” said Kaddouri. “Technology today plays a huge role in boosting performance and ensuring we are a competitive and preferred brand in the markets in which we operate,” he concluded.

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