ibis Amman’s recently appointed general manager, Wajdy ElChaar, has revealed that digital transformation is driving enhanced guest satisfaction within the hospitality sector.
ElChaar, a seasoned Lebanese hospitality professional, says that 2020 customer experience (CX) trends are weighted towards digital engagement and that the property is gearing up to fully embrace them.
“The top CX trends include social marketing, social selling, personalised engagement, and immersive experiences and these will be keenly in focus at ibis Amman this celebratory year,” he said.
Recent reports indicated that 67 per cent of respondents appreciate digital self-help tools, especially in the tourism and hospitality sector, suggesting that guests are opening up to the benefits of ordering room service straight from in-room or personal devices.
Last year, the 158-room hotel in Amman’s business district introduced a first for Jordan with ‘digital Flip Flops’.
“Digital flip flops represent the latest wireless technology for the self-management of meetings and conferences, meaning you can swiftly display content direct-to-screen using a smart phone or other personal device,” ElChaar explained.
Other 2020 trends include mobile engagement, such as smart room keys and multi-channel communications.
ElChaar further stressed that while digital services are useful to guests, including voice commands and predictive speech, they would not replace direct contact with well-trained hospitality professionals.
He noted: “The digital era is an exciting time to be in the hospitality business and digital can be helpful, efficient and transformative. But nothing beats authentic 1-to-1 conversations. Corporate guests especially are often eager to get the first-hand insights of team members and we have noticed they are often tagging on an extra night or two to take in the sights.”
Last year, ibis Amman achieved an average 71 per cent occupancy, a figure ElChaar is looking to build on in 2020. The hotel is one of the flagship properties of Action Hotels, the Dubai-based leading owner, developer and asset manager of branded three- and four-star hotels in prime locations throughout the Middle East and Australia.
Later this month, ibis Amman is also set to join Accor’s new global lifestyle loyalty programme, ALL Accor Live Limitless. The programme gives members access to Accor’s 34 brand portfolio across nearly 4,000 hotels in 110 countries with none of the black-out dates often associated with such programmes.