Artificial intelligence (AI) is reaching into pretty much every walk of life these days. Companies across the globe are competing to stay ahead of the game with this ever-evolving new technology - including the hotel game.

The Byteline sat down with Dominic Carr, Chief Information Officer at Rotana, to find out what one of the world's leading hotel chains is doing to enhance their guests' experience.

"Rotana has embraced cutting-edge cloud technology and Artificial Intelligence to stay ahead in the industry," Carr explained at the recent Future Hospitality Summit in Dubai.

"We have implemented AI for dynamic pricing to optimise revenue management, ensuring that our pricing is competitive and responsive to market conditions.

"Additionally, we are exploring and utilising AI to provide personalised recommendations during the booking process, within the hotel, and for activities at the destination, enhancing the overall guest experience through tailored suggestions.

"We are also integrating AI into our business solutions through platforms like Microsoft Co-Pilot and other advanced analytical tools.

"By doing so, we can streamline our operations and make data-driven decisions that improve efficiency and service quality.

"Our commitment to enhancing guest communication is evident with the incorporation of AI chatbots.

"These chatbots will facilitate seamless communication during the guest's stay and contribute to an improved experience on our revamped website, set to launch in 2025.

"We are also continuing to create smooth digital journeys as an option for our guests, from check-in to self-service solutions during their stay and automated check-out with efficient payment processing. This comprehensive approach ensures a smooth and hassle-free experience for all our guests, making their stay with us as enjoyable and stress-free as possible."

Rotana is also embracing new technology to complement the advances in AI.

"New technological automation is also a key driver in enhancing our operations," Carr told The Byteline.

"We now identify where automation can streamline repetitive tasks and reduce costs.

"For example, automating data entry associated with guest bookings, payment processing, and task scheduling can reduce potential human errors, save time, and free up our team to focus on providing personalised service. We believe that by easing the workload on our staff, we can ensure every guest receives the attention and care they deserve."

And ovbiously, with the new developments, there comes a responsibility for sustainability.

"We are deeply committed to sustainability, and one of our key initiatives is promoting CarbonClick, a carbon footprint offset technology initiative designed to reduce our overall environmental impact," said Carr.

"A major part of this effort has been advancing our digital transformation to significantly cut down on paper usage.  From digital signatures at the reception desk to eliminating the need for paper storage, we’re creating a more eco-friendly process. Invoices are sent directly via email, while payment options include contactless tap or QR codes, ensuring seamless transactions.

All membership-related transactions, including vouchers and cards, are fully digitised. This shift reduces paper waste and also streamlines operations, aligning with our broader goals of environmental stewardship.

"Included in our sustainability initiatives, Rotana is also implementing a monitoring and reporting platform across all hotels to track and analyse our energy usage and carbon footprint.

"This platform will help identify inefficiencies and highlight best practices, providing valuable insights into energy consumption and emission patterns.  It enables us to detect areas that need improvement and promotes sustainable practices by sharing successful strategies observed at other hotels within our portfolio."

Carr also revealed that Rotana is looking into the cryptocurrency realm.

"In response to the growing interest in cryptocurrency, we’ve worked to ensure that our payment solutions can accommodate these digital currencies in the future if there is sufficient guest demand.

"However, our broader focus is on incorporating contactless digital wallets based on local demand. By leveraging partnerships with fintech companies and utilising blockchain technology, we can offer a seamless, faster, and more secure payment experience.

"Our goal is to make every aspect of our guests' experience convenient and efficient, including how they choose to pay.

"While we embrace new technology and AI, we remain vigilant about the associated concerns.

"Data privacy and security are paramount, and we work hard to ensure that our systems are robust and protect our guests' information. Additionally, we are mindful of maintaining the human touch in our services, balancing technology with personalised interactions to preserve the guest experience.

"Understanding guest demographics and preferences is crucial, and we use technology to gather insights that allow us to cater to diverse needs effectively.

"Furthermore, we carefully consider the costs of new technology and weigh them against the expected return on investment (ROI) to make prudent decisions that benefit both the company and our guests. Our primary focus remains on providing exceptional service and ensuring guest satisfaction at every turn."

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