FIRSTLINE, a new hospitality technology platform, has been launched in Dubai, introducing a performance-based model created specifically for high-end restaurants and hospitality venues. Launching first in the UAE, FIRSTLINE enters the market with a clear purpose to support the hospitality industry with a smarter, more accountable model for growth.
TT Bureau
FIRSTLINE, built at the intersection of technology, business intelligence, and modern consumer behaviour, enables venues to unlock measurable revenue through customer engagement, social influence, and loyalty mechanics that are directly tied to performance. As customer acquisition costs rise and traditional influencer marketing becomes increasingly inefficient and difficult to measure, restaurants are actively seeking more accountable and performance driven alternatives. FIRSTLINE responds to this shift by offering a model where marketing, loyalty, and revenue are directly connected.
Positioned as a next generation loyalty and visibility layer, FIRSTLINE sits seamlessly on top of a venue’s existing ecosystem, connecting guests, their networks, and venues into a closed loop ecosystem where value circulates continuously, from spend to rewards to repeat visits, without leaking outside the network. Unlike traditional marketing or loyalty tools, the platform does not introduce additional cost layers.
A key component of the platform’s architecture is its integration with SevenRooms, the leading reservation and guest experience platform used by many of the world’s most premium hospitality brands. Built with operators, for operators, FIRSTLINE has been designed to solve real commercial challenges facing restaurants today. Rather than asking venues to commit to fixed marketing budgets or absorb additional operational complexity, the platform offers a fully managed, plug-and-play model where venues invest only when real visits and spend are generated.
About the launch,
Narek Sirakanyan, CEO, Freedom International Group, said, “Hospitality today is no longer just about attracting guests, it is about understanding and amplifying the behaviour that already exists within your clientele. With FIRSTLINE, we are turning private influence into a structured and measurable growth channel, while giving venues full control over how they invest and scale.” Scott Messiah, Director of Operations, Sunset Hospitality Group, added: “FIRSTLINE is built with operators, for operators. It has been designed to integrate seamlessly into the existing rhythm of a venue while creating an efficient and sustainable path to growth.
