Case Study: Kempinski MOE gets smarter

Kempinski Hotel Mall of Emirates recently implemented phase one of its technology-driven initiative to enhance guest experience and create more efficient processes. Hotelier finds out what led to this decision

In December 2014 Kempinski Hotel Mall of Emirates reportedly became the first major hotel brand in the region to deploy Avaya Fabric Connect network, paving the way for the roll out of a range of new high-tech services.

Here, Prasanna Rupasinghe, director of IT and AV at the hotel, explains how the improved network infrastructure has opened up opportunities for the IT team to implement a range of new applications and services for a more streamlined guest experience.

The rationale and objectives

Following the implementation of the new IT infrastructure, Kempinski Hotel Mall of the Emirates has installed iPads in every room to allow guests to take advantage of all of the services offered at the hotel. While phase one focuses on in-house services like housekeeping requests and F&B order systems, later phases will incorporate more complex elements.

Looking ahead to phase two, Rupasinghe explains: “We want to create a synergy between different partners, like a shopping experience where we integrate our system with selected brands, and guests can order from them.
“We are also looking at location-based services, where the hotel can do certain promotions, based on where the guest is currently located, or drive them from one location to the other.

“We have augmented reality planned as well, where people can use their devices to go to the mall and locate shops. There is an opportunity for third-parties to advertise too.”

The concept and investments

While the project was planned in-house, Kempinski partnered with external entities to utilise their expertise and create a sustainable, scalable and glitch-free system. Making the right selection regarding which companies to work with was imperative for the project’s success.

“We did market research, looking at who other Kempinski hotels were working with, and we did our own analysis,” comments Rupasinghe.

“We evaluated every aspect and compared features before finalising. Also, it’s about what you get for a dollar, and then you do the comparison for who can provide the best integration.

“We chose Iris for software development and because they are also the preferred integrator for the key elements of Opera. We also worked with them to integrate the system with our TVs. There are other companies that do this as well, but they were unable to deliver what we wanted.”

“Avaya is the infrastructure; the backbone. Iris was the software developer and integrator, Mcom was used for the TV systems, point of sales system (POS) came from Micros and the property management system (PMS) was from Opera. It’s an integration of all these elements in one platform.”

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The programme in practice

It would be premature to ascertain the successes or failures of the project at this stage. However, preliminary feedback has been positive.

“It’s not something we invented. The concept, information, software and framework were there but with a different look and feel. We took it to a whole new level,” says Rupasinghe.

“We have created a channel to get in touch with guests, and we are able to present information and services in a faster and more personalised way.

“But we may not have realised the entire product to the benefit of the hotel yet; it’s just the beginning. With time, we will get feedback from people.

“I think this is the best way to go forward because people are mobile and they use their devices now more than ever. There is always an opportunity to create revenues as well.”

The results to date

The new system is being used by both front and back-of-house departments, and feedback has been encouraging.

Kempinski Mall of the Emirates executive housekeeper Pamini Hemaprabha comments: “I have personally interacted with a few guests and they have really liked this concept. We have iPad menus in our restaurants, hotel services on iPads in the rooms, technologically rich and innovative TVs.

Referring to guest requests being received via the traditional in-room telephone and the iPads, Hemaprabha claims there has been an “80: 20 split”, with 20% of guests now opting to use the iPads. However, most of the housekeeping requests are reportedly coming through the iPads now.

She explains: “Housekeeping alone on very busy days gets up to 290 requests a day, and the majority of them are coming through iPads. So we do have guests who are enjoying using this technology. It’s still very new and will move up with time.”

Rupasinghe adds: “You will always have people who do not speak good English. And why would you want to go through the hassle of making someone understand you when you can communicate through the iPad.

“It is an 80: 20 split only because it is very new and people lack the confidence. I think in due time the hesitation will be eliminated. Another six months down the line and we’ll be able to materialise the full potential.”

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Gerardo Gabat

Assistant chief concierge, Kempinski Hotel Mall of Emirates

A member of the hotel’s concierge team, Gabat deals with guests on a daily basis and highlights the impacts of the new system.

“Bearing in mind that the main aim of the brand is to provide the feel of luxury to each guest staying in the hotel, it’s needless to say that it is easier for us and every department with the implementation of this new technology.

The technology does not only enhance the guest experience, but facilitates communication between different departments of the hotel for every single query. The user-friendly application boosts the possibility of selling other hotel products such as restaurant reservations, room reservations, and excursions and tours.

“The only minor challenge, which can be sorted out easily, is the need for proper training for every staff member in order to avoid miscommunication. Staff also need to be trained on what to do in the event of software glitches and updates, and loss or damage of the iPads in the worst case scenario.”

Subeetha Susuripala

Assistant IT manager, Kempinski Hotel Mall of Emirates

Susuripala has been intimately involved with the various product enhancements and upgrades implemented in the hotel.

“We were looking for a simple tool to showcase all the great services our guests can use during their stays, and with this new application on our in-room iPads, we are now able to achieve this and much more.

“We should see outstanding feedback and results once we have completed the full implementation. I personally think that from a guest’s point of view, the iPad, along with the Iris application, will serve as an informative portal showcasing all the various products and services the hotel offers.

“We put in a lot of hard work to further improve and customise the system to achieve the desired level of satisfaction so that our guests can enjoy it when they stay with us.”

Maan Al Shakarchi

Networking lead, Avaya Global Growth Markets

Shakarchi represented Avaya during its collaboration with Kempinski Mall of the Emirates, to implement the Fabric Connect network.

“Kempinski Mall of the Emirates’ objective is to be the smart hotel in the region, delivering the smartest guest experience, increasing the productivity of staff and effortlessly innovating new services into the future.

“The Avaya professional services team engaged early with various teams at Kempinski Mall of the Emirates, including the business and technical teams. The teams jointly defined the hotel’s specific business outcomes and designed a solution that delivers on the hotel’s short- and long-term objectives to innovate new services and deliver superior customer experience.

“Avaya’s Fabric Connect supports 16 million different network services and is effortlessly managed due to its zero touch provisioning capabilities.”