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
The development of Rotana’s online infrastructure took two main routes: the CRS, which El Zyr describes as a “leap forward into the world of international hospitality” and the technologically advanced company website.
The project was initiated back in 2008, when an internal committee comprising of Rotana corporate office executives hired the services of h2c, one of the leading consultants in this field to assist with the central reservation system (CRS) project. The resulting new CRS was provided by Trust International.
“Managing our own private label central reservation system is a milestone for our company and this project will allow us to have the proper infrastructure to manage our booking channels and provide us with the flexible, customisable and scalable distribution solutions that will accommodate and foster our growth across the region,” El Zyr asserts.
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“This certainly reaffirms our position as a solid, leading brand of matching operations to the biggest international hotel names, who in turn also maintain their own private reservation systems.”
It will also complement the website, which integrates each of Rotana’s sub brands, Rotana Hotels & Resorts, Centro Hotels by Rotana, Rayhaan Hotels & Resorts by Rotana and Arjaan Hotel Apartments by Rotana.
The rotana.com relaunch project was handled and developed by Nonweiler Associates, an international online technology company with head office based in the UK.
“We have re-designed it with a vibrant modern look, significant layout updates and features that make it more user-friendly, while providing our visitors, of which an increasing 38.5% book their stays online, with the best rates through our new internet booking engine.
“Not only does the website feature in-depth details on Rotana’s individual properties, but it also serves as a gateway to the countries in which each property lies. The new website shines the light on Rotana’s hotels and resorts across all destinations through a comprehensive and progressive information portal,” explains El Zyr.
Rotana.com communicates a large amount of information on existing and upcoming properties, which will add 3257 new rooms to the fold in 2011.
“In addition to the new site’s informative content, the design and interface are developed in a way so as to provide excellent user experience, and the topics are well defined and categorised while effectively showcasing each hotel brand’s distinctive look and feel.
“The website features an online booking capability that interfaces to our recently commissioned central reservation system and visitors can easily book and obtain the best available rates at any of our hotels and resorts across all destinations,” says El Zyr.
It seems every detail was taken into account in the development of the website — technology ensures that browsing is just as easy and colourful for the colour-blind and rotana.com also offers a social network facility.
“Another exciting feature of the website is the new online Rotana Times www.rotanatimes.com, which, styled like a social network, features all of our promotions, upcoming events and activities across all properties,” says El Zyr.
Ultimately, as well as increasing the number of online bookings, the latest digital developments at Rotana are intended to take the home-grown brand’s excellent reputation beyond the Middle East — attracting new, first time customers to the company.
“As Rotana continues to reach out to a wider client base worldwide, the website also serves as a complete primary reference point,” explains El Zyr.
“We are continually innovating and improving our products and services, and while we launch our new website, offering richer content with a more attractive and captivating new interface, we always strive to add more information to update our visitors with the latest news and offers by Rotana Hotels.
“As a technology adopter, it is vital that we use technology and the internet to its best advantage and that Rotana is accurately showcased as a growing international brand representing the region’s hospitality at its best,” he concludes.
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