©2007 Hospitality Upgrade No reproduction or distribution without permission. H O T E L TECHNOLOGY For permissions, high quality PDF or reprint fees contact [email protected]. DUBAI By Ted Horner and Floor Bleeker One of the World’s Most Exciting Countries for New Hotel Developments Burj Al Arab Photos courtesy of Jumeirah Group Over the last four years I have visited is estimated that 750,000 new hotel rooms is currently working on a large number of Dubai on nine occasions and feel it lives up will be built in the Gulf (this incorporates new developments. to its title as one of the world’s most exciting 14 countries including Dubai) between now Jumeirah’s Stay Different™ philosophy places for new hotel development. and the year 2020. This equates to over $3 translates most clearly into their technology Earlier this year the ruler Sheikh Mo- trillion U.S. in development costs. in two areas: CRM and in-room technology. hammed bin Rashid al- Maktoum launched Jumeirah developed a customer data integra- the country’s new strategic plan with an aim Jumeirah tion hub that serves as the central profile to grow the economy by 11 percent per year Over the last two years one of my depository for all up to 2015 and double its workforce during consulting clients has been Jumeirah, the guest-facing applica- It is estimated this time. Already Dubai is the commercial operators of the world’s only seven-star tions including PMS, that 750,000 new hub of the world’s top oil-exporting region hotel the Burj Al Arab in Dubai. This hotel Sirius (Jumeirah’s hotel rooms and oil contributed only 3 percent of Dubai’s opened in 1999 and is very iconic, putting rewards and rec- will be built in GDP which currently exceeds $40 billion. Dubai on the map with its incredible design ognition program) the Gulf (this One of the key sectors is tourism and there and untold luxury. and restaurant incorporates is a huge pipeline of new hotel developments Jumeirah is the Dubai-based luxury in- reservations. The 14 countries in- under construction with one of the most ex- ternational hospitality management company integration hub cluding Dubai) citing being Palm Jumeirah. responsible for the management of some of gathers preferences The two Dubai islands, The Palm Ju- the world’s most innovative properties like and behaviors and between now meirah and The Palm Jebel Ali, have been the Burj Al Arab and the Jumeirah Beach Ho- presents those back and the year built in the shape of date palm trees and tel in Dubai and the Jumeirah Essex House to the hotel opera- 2020. consist of a trunk, a crown with 17 fronds in New York. Jumeirah’s brand philosophy tions to deliver true individualized service, and a surrounding crescent island – the is stay different. Jumeirah accentuates the and this goes down to a guest’s preferred back of which forms the breakwater. Col- individuality of its portfolio, and recognizes pillow off the Burj Al Arab pillow menu. lectively, the island will support more than the distinctiveness of luxury travellers and Inroom technology at Jumeirah is 60 luxury hotels, 4,000 exclusive residential the importance of personal experiences in used to individualize the different hotels. villas, 1,000 unique water homes and 5,000 their lives. With the introduction of the Stay Every hotel has its own individual technol- shoreline apartments, marinas, water theme Different™ philosophy Jumeirah wanted to ogy concept, however the technology in parks, restaurants, shopping malls, sports reflect its customers’ desires to be recog- each hotel is designed around a common facilities, health spas, cinemas and various nized as individuals. True luxury is emo- set of principles and standards. It allows dive sites. tional, memorable and above all personal. for personalization based on preferences To give you some idea of the magnitude With the ambitious goal to have 57 luxury captured in the CRM system. For example, of new hotel developments in the region, it hotels around the world by 2011, Jumeirah in the new Jumeirah Business Bay hotel, a 130 Hospitality Upgrade | Fall 2007 www.hospitalityupgrade.com www.hospitalityupgrade.com Fall 2007 | Hospitality Upgrade 131 H O T E L TECHNOLOGY guest’s favorite TV channels will show up first in Jumeirah Beach Hotel the channel line up. The in-room technology is guest-friendly Make technology work for you and intuitive. Jumeirah makes frequent use of motion detectors to adjust lighting scenarios for example. Guests at Jumeirah will be pampered and the in-room technology is no exception to this. & your guests With the introduction of the Stay Different™ philosophy Jumeirah wanted to reflect its customers’ desires to be recognized as individuals. True luxury is emotional, memorable and above all personal. In new hotels the technology is designed in close Jumeirah wants to help its customers reduce their carbon footprint through so- cooperation with) the interior designers of the hotel phisticated energy management systems that do not compromise the level of service to a to create a seamlessly blended experience. Guests guest. Guest technology is designed to generate value for the owners and operator. Guests have easy access to their own technology. In the in Jumeirah Essex House can soon redeem their Sirius loyalty points for high-definition new World Trade Centre Residences, which will be movies or other content off the interactive TV system, generating a new revenue stream for managed by Jumeirah Living, the division within the hotel. This is just a quick look at some of the innovation going on today in Dubai. Jumeirah that manages luxury serviced apartments and residences, a guest can plug in his MP3 player Ted Horner is an independent technology consultant with E Horner & Associ- in a central location and control it through the ates Pty Ltd. based in Sydney. He can be reached at [email protected]. Floor integrated entertainment system throughout the Bleeker the group director of information technology for Jumeirah also contributed suite, even in the bathrooms. to this article. What I want to know is, “How will your ATS solution help ME and Solutions for hotels my hotel properties?” Solutions & services that put you in control. 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