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Loyalty programmes and smart technology to trend in the hospitality sector


A fresh approach to loyalty programmes and smart technology is predicted to shape the hospitality sector till 2022, according to data released ahead of the Arabian Travel Market 2018 (ATM).

The predictions, which were published by Colliers International, adds that technology-led changes in hospitality will give rise to new job roles to accommodate the changes.

The data points out eight major trends in the regional market including fresh and communal themes design, destination experiences; personalised loyalty benefits; “co-everything” shared spaces; multi-role jobs for hotel associates, empowered by technology; authentic experiences; data and smart hotels.

ATM senior exhibition director Simon Press said: “The trends identified in this report will define innovation and growth across the regional hospitality landscape in the coming five years. The findings demonstrate that today’s hotel guests don’t want to be part of the crowd – they want a unique experience, personalised to their tastes and expectations and, preferably, in an unexplored, or emerging, destination.”

Other predictions include providing guests with authentic experiences over obvious luxury that are personalised and genuine, the ATM report adds.

Emaar Hospitality Group CEO Olivier Harnisch says his company has already implemented digital transformation plans with three key project and believes that it will reshape guest services. “The predictions on the hospitality landscape underline the need for the stakeholders to look at existing systems and processes, and prepare for a highly evolved industry that leverages the newest tools in digitisation,” he adds.

The predicted trends will be explored at ATM 2018 in a panel discussion titled ‘The Hotel Landscape of The Future’ and will be led by Content Inc. director Gemma Greenwood. ATM 2018 will take place at Dubai World Trade Centre from April 22-25.
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