Rotana takes lead with digital strategy

With more hotel rooms opening in the Middle East, it is important to ensure that the service standards remain not only relevant but also exceed the requirements of today’s travellers. In an interview with TRAVTALK, Eddy Tannous, Chief Operating Officer, Rotana, talks about their latest digital transformation strategy and the way forward.

TT Bureau

Why did Rotana’s digital transformation have to be led from the top, with full organisational buy-in?

Digital transformation at Rotana is about redefining the way we serve our guests and operate as a business. This initiative formed part of our new strategic roadmap, with executive commitment ensuring every decision aligned to a clear vision for the future. By leading from the top, we were able to unite our entire organisation, from on-property teams to corporate departments, behind a shared goal. This approach ensured that when the new platform launched, it reflected the combined expertise and passion of every team across the business, making it a true company-wide achievement.

What was the real business case for rebuilding the group’s platform, loyalty programme and guest experience?

The hospitality market in the Middle East is evolving rapidly. The business case for rebuilding our platform was clear: to remain competitive, strengthen our direct booking channels and deliver experiences that meet and exceed these rising expectations. By investing in AI-driven search, mobile-first design and a unified booking platform for rooms, dining and events, we are not just meeting expectations, we are creating the conditions for stronger guest relationships, higher direct bookings and long-term brand loyalty.

How are internal systems, people and digital journeys more aligned now?

This transformation has been as much about our internal operations as it has been about the guest-facing experience. Our people are at the heart of delivering the Rotana experience, and aligning technology with their expertise has created a more agile, responsive and guest-centric organisation. The platform also unifies hotel stays, restaurant reservations and event bookings into a single, intuitive interface, removing barriers and making it easier for guests to plan their entire Rotana experience.

What will the next era of hospitality leadership demand in more competitive markets?

The next era of hospitality leadership will demand a deeper integration of technology, personalisation and purpose. Guests today expect experiences that feel tailored to them, delivered at speed and available across devices and channels.