Getting Ahead Online

The co-founder and president and CEO of Rotana Hotels, Selim El Zyr, wants to generate 50% of the company?s business online within the next two to fou

Rotana’s mission for the next few years is clearly marked out: a massive development expansion plan will take the portfolio to 100 hotels, while a new, in-house central reservation system (CRS) and an AED 1.5 million website upgrade is aimed at keeping the company ahead online — thus generating the business required to fill the new hotels.

The rationale for the investment in the all new rotana.com and the prioritisation of all things digital was simple for the man behind the plan, Selim El Zyr, who co-founded Rotana with longtime friend Nasser Al Nowais 19 years ago.

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El Zyr explains: “In this day and age, the ability to adapt to a fast-moving business environment is the only sure means of survival. If a company cannot adapt — or cannot adapt fast enough — it will be overtaken by those that do”.

To enable Rotana to adapt, El Zyr says the team works constantly to create innovative ideas based on the “ever changing nature of the hospitality industry and its evolution”.

When it comes to technology, therefore, the development is based on the observation of new trends — which emerge because of changing customer demands.

“We use our technology to push our business boundaries, to ensure innovation and efficiency across each of our departments, and to meet the evolving needs of our guests,” says El Zyr.

“We do not invest in technology for technology’s sake. Instead, we discover how our customers’ needs and expectations are evolving — and how we can provide them with the added services that enhance their experience.”

As a result, Rotana already offers wireless computing; on-demand video; personalised television and a host of what El Zyr terms ‘ease-of-use’ services, such as express check out, view bill and IP telephony.

In 2011 though, the company is shifting into higher gear and embracing the digital era more than ever before.

The aim is to increase online bookings by 50%, as this is where El Zyr sees the most opportunity for growth for Rotana.

“It is certainly online technologies since we anticipate that up to 50% of our business will be generated online within the next two to four years,” he says.