Dubai: Emaar Hospitality said on Sunday it is planning to fit its hotels with technologies that would make the role of check-in redundant, as it prepares to launch a far-reaching expansion throughout 58 key markets worldwide.
Targeting 20 key European cities, and a host of other locations across the Gulf, Asia, and Africa, the hospitality company says it has identified a number of new technologies that it believes will completely change its hotels.
“We are aiming to be the most innovative hotel company in the Middle East,” said Olivier Harnisch, chief executive of Emaar Hospitality, the holding company’s hotel division.
A source at the company told Gulf News that these technologies will include personalisation features, the digitisation of check-in and checkout desks, and the porting of concierge services to a mobile application.
This information was confirmed by Olivier Harnisch, CEO of Emaar Hospitality Group at the Arabian Travel Market (ATM), taking place in Dubai. According to the CEO, the company has attempted to remove all repetitive activities from their guests’ hotel stay.
“You have to reprogramme safes, set the gym equipment up how you like it, now with technology, these pieces of equipment will know your history, and your needs,” Harnisch said.
A source at the company added that once you have checked in to an Emaar hotel room, it will automatically adjust to your preferences, including lighting, the safe box passcode, the air conditioning temperature, and the default television channel.
This includes the gym equipment: Training routines and adjusted settings will be remembered from your last stay and immediately adapt to accommodate you.
“With the internet of things, installed in the safe and the shower and gym equipment, you will just need to approach these things, and they will recognise you,” Harnisch said.
“Effectively, the whole hotel will recognise you as you walk about,” a source added, asking not to be named because they were not authorised to speak publicly on the company’s plans.
Lobby design
Next up, Harnisch said, was Emaar’s intentions to phase out the concierge desk.
“We want our services to be ubiquitous, wherever you are in the hotel. If you want to buy theatre tickets, and you’re by the pool, the pool attendants should be able to come over, and with technology, book your tickets,” he said.
Lastly, the top executive told the gathered press that he planned to remove the clutter from hotels.
This would include, he added, television remote controls, guest room directory, and even the front desk in the lobby, all of which Harnisch referred to as “no longer necessary due to technology.”
“Once a guest can check-in online … a reception is no longer necessary. This has implications on how we design lobbies, but it also has an implication on how we treat our associates, because then roles merge, as you’re no longer a receptionist or a concierge,” he said.
It was unclear what this development meant for job levels at the company, and Harnisch did not specify if this would lead to any redundancies.
Emaar Hospitality on Sunday announced it had 50 hotels currently active or under development, as it embarks on an ambitious expansion project, identifying cities around the world that will one day play host to an Address, Vida, or Rove hotel.
Harnisch alluded to upcoming hotel announcements in sub-Saharan Africa, and India, where he said the youthful, mid-scale Rove brand would be a perfect fit.
Last week, the company announced two new hotels in the emirate of Ras Al Khaimah, and three new hotels in Sharjah, solidifying their presence throughout the UAE.
