Orascom Hotels Management has redefined the future of hospitality with an innovative digital transformation. This is possible thanks to a switch to the use of the OPERA cloud system and a number of innovative technological solutions. The check-in and out process in particular has been accelerated and can be completed in less than a minute. Instead of receptionists, Experience Ambassadors now take care of the guests and are available to them via WhatsApp for any request.
Completed at a rapid pace, this ambitious project sets a new industry standard by overhauling not only guest service but also employee workflows, achieving remarkable efficiencies and increasing customer satisfaction.
Unlike many hotel brands that migrate existing processes to the cloud, Orascom took a bold, innovative approach by redesigning its operations from the ground up. The transition, focused on speed, flexibility and innovation, was carried out with remarkable efficiency – taking months rather than years, thanks to the company’s culture of collaboration and open communication between stakeholders.
Redesign the guest experience
In collaboration with Oracle and April, Orascom organized design workshops to rethink every aspect of interaction with guests and employees. Instead of reproducing outdated methods, key decision makers were encouraged to completely forget the old ways of doing things and imagine the ideal guest stay. This forward-thinking mindset led to the elimination or automation of over 30 inefficient processes, streamlining operations across the board.
Revolutionizing check-in and check-out
A key feature of Orascom’s transformation is the complete reinvention of the check-in and check-out experience. The traditional receptionists have been through Experience Ambassadors replaced, a new role focused on managing all aspects of a guest’s stay. Upon arrival, guests are personally greeted by name and escorted directly to their room, where check-in is completed via mobile devices in less than a minute. This streamlined process includes everything from payment processing to room card issuance to a personalized room overview.
Personalized service every step of the way
With the implementation of the OPERA cloud system, Orascom can now more accurately track and meet guests’ preferences, whether they are dietary restrictions, extra pillows or preferred beverages. This ensures that every guest feels recognized and valued, no matter which Orascom property they visit.
To maintain a high level of personal service, guests have a direct line to their Experience Ambassador via WhatsApp so they can make inquiries at any time. Whether they need room service, restaurant reservations or help with private events, service is just a QR code scan away.
Greater efficiency and guest satisfaction
Orascom has shifted its performance indicators from focusing on the volume of check-ins to the quality of guest experiences. This transition has nearly eliminated the need for desktops and laptops in guest-facing operations, reduced processing times by up to 90 percent and significantly accelerated service delivery.
The results are already impressive. Guest satisfaction has increased significantly, online reviews are overwhelmingly positive, and tips for Experience Ambassadors have increased by 35 percent.
A new industry standard
Through this comprehensive digital transformation, Orascom has set new standards in hospitality and demonstrated the future of guest personalization and service innovation. “Orascom’s digital transformation has enabled us to offer our guests an unparalleled experience across all our properties, where personalization is key to maintaining our unique charm. We are incredibly proud of this initiative that our team has enabled to provide exceptional service and ensure our guests have a seamless and unforgettable stay,” said Robert Fellermeier, Area GM El Gouna & Andermatt, Orascom Hotels Management.
