Form Hotels, the flagship brand by UAE-based Smartotels, will be deploying a proprietary enterprise application system, dubbed HotOIL (Hotel Operational Intelligence Layer), developed in conjunction with MKG Group, Smartotels founder and managing partner Tarek Daouk revealed during an interview with Hotelier Middle East during the 2017 Arabian Hotel Investment Conference (AHIC) in Dubai.
‘This was really a culmination of years of research, done in conjunction with MKG to put together a platform that connects all those various solutions that we see on the costumers’ side but also take it to the delivery chain side. Our intention is to obviously enhance the guest experience but also to drive more favourable returns to the investor,” Daouk declared.
With a retail operational model of customisation and personalisation, by adopting HotOIL, Form is able to integrate workflow operational algorithms and enable data-driven decisions to deliver its promise to both guests and investors. The system has the ability to boost Gross Operating Profit (GOP) by up to 10%, a statement from Form Hotels said.
HotOIL’s system is able to fill gaps between operations and service delivery by bridging communication between software applications that enable data optimisation, workflow management and systems agility by using a single central interface to drive the guest experience and operations. This connection between the front and back end systems extracts and generates real time data, enabling Form Hotels to make informed decisions while managing costs and offering customised service.
“We’ve been working on this north of two years together with MKG with the intention to bring it to market globally not just within Europe or within the Middle East. We’ve been talking to the more prominent technology solutions providers out there, understand their products and the value they add and take that back to the drawing board and essentially figure out the best way to connect the dots. What’s important to remember is that HotOIL is a significantly agile middleware, meaning the way we’ve set it up, we can consistently update the functions of the middleware with changes in technology,” Daouk explained.
He added that the middleware is being deployed specifically at Form Hotels for the present and that the intention is to use it for Smartotel brands.
When asked whether there would be future plans to monetise the solution for other players in the hospitality industry, Daouk smiled and said: “We will see what the reaction of the market is.I know it’s an overcrowded market with a lot of products out there. We’re working with some of the more prominent accelerators of the world out of Silicon Valley and in Europe to essentially identify whether this is a product we want to take to market or not. For now, the premise is to use HotOIL for our proprietary brands.”
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