Personalised digital experiences on Yas

Miral has embarked on a major digital transformation project to create a seamlessly connected destination of world-class theme parks and attractions on Yas Island. The project will take visitors on a highly personalised digital journey, enhancing Yas Island’s destination appeal to global leisure and business travellers.

TT BUREAU

The infrastructure across theme parks on Yas Island, Abu Dhabi was developed earlier this year to enable the launch of the platform’s digital assets and deliver a wall-less resort vision. The digital transformation project represents the next chapter in Miral’s wider plans to combine its portfolio of unique attractions with unrivalled visitor experiences as it seeks to attract domestic, regional and international visitors. The first phase of the project will roll out during the first half of 2018. The online and mobile visitor engagement is set to be transformed with the iconic Ferrari World Abu Dhabi theme park, Yas Waterworld, Yas Island and the new theme park and attractions planned for next year.
“Providing guests with immersive wall-less experiences has always been at the heart of Yas Island’s vision,” commented Mohamed Abdalla Al Zaabi, CEO, Miral. “With the support of our partners, this project will play a major role in reinforcing Yas Island’s position as a global entertainment and leisure destination of choice, and will allow us to combine our attractions with personalised technology enabled that will provide guests with unique experiences,” added Al Zaabi.
As soon as the guests’ journey starts with Yas Island, they will receive a personal ID that becomes their digital ‘key’ to open a connected ‘wall-less’ destination experience tailored to their needs. The wall-less experience will allow visitors to enjoy multiple immersive experiences seamlessly on their smartphone or digital device, with the opportunity to personalise their interaction with the family during their stay on Yas Island. The project is supported by an integrated cloud-based platform allowing Miral to meet the needs of Yas Island’s visitors and business partners through customer experience management tools. Miral has partnered leading specialists in digital transformation as well as customer experience management. It has also partnered with SapientRazorfish, part of Publicis. Sapient and Cognizant who together have forged the backbone of the project with development teams deployed on-site at Yas Island.
“SapientRazorfish is excited to partner with Miral on its digital transformation journey, which will create and deliver value for the Yas Island destination and its global visitors,” said Nigel Vaz, CEO, Publicis. Sapient International. “In a world driven by the exponential pace of technology advancement and changing customer expectations, Miral has demonstrated the ability to reimagine the worldclass theme park experience of the future. By bringing our expert capabilities in business consulting, creativity, technology and data science, we look forward to helping Miral truly transform the visitor experience to its unrivalled attractions through connected and immersive experiences,” added Vaz.
“We are pleased to leverage our analytics, cloud and agile development capabilities to help Miral unlock the power of its technology environment and drive market differentiation based on superior insights and delighted visitors,” said.
The platform provides Miral with a limitless opportunity to expand its guest experiences as it focuses on creating tomorrow’s destinations in Abu Dhabi. Yas Island also offers a range of sporting and entertainment experiences such as Yas Marina Circuit, seven hotels, year-round events, a live performance and concert arena, an 18-hole championship golf course, a marina, a beach, Yas Mall and the Yas Bay.