Rotana Corporate Sustainability Report 2017

Rotana Corporate Sustainability Report 2017 42 101010010 THE DIGITAL TRANSFORMATION Digital transformation is helping our hotels to become more agile, customer centric, efficient and innovative. Our stragety is to enhance our capabilities of fully leveraging the possibilities and opportunities of new technologies and their impact faster, better and in more innovative ways in the future. End-to-end customer experience optimization, operational flexibility and innovation, are key drivers of digital transformation. These solutions will help in automating our customers’ digital journey. MOBILE COMMUNICATION AND AUTOMATION With the mobile and smartphones’ evolution, we have decided not to focus on specific products or solutions but to keep our guests digitally engaged and connected with us. Hence, we have deployed a mobile platform that integrates with hotels’ key application in order to extend the value added services to our guest via the various available smart devices. A variety of guest and colleague apps were introduced to improve our hotels’ efficiency and enhance our guest experiences.