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As travelers in the Middle East and Africa consult their social networks and online reviews for hotel recommendations, Rotana was concerned that it was not moving quickly enough to keep up with its guests’ technology demands. Opportunities to generate online reviews and bookings were being missed, and word-of-mouth promotion through social networks was limited.

Industry: Hospitality

Since the opening of its first hotel in 1993, Rotana has quickly grown to become one of the leading hotel groups in the Middle East and Africa. Originally focused on upscale hotels and resorts, Rotana has evolved its product brands to include: Rotana Hotels & Resorts for 4 and 5-star properties, Arjaan Hotel Apartments for long-terms stays, Rayhaan Hotels & Resorts, Rotana’s alcohol-free 4- and 5-star properties, and Centro Hotels, a 3-star plus concept for the budget traveler.

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Rotana

Since the opening of its first hotel in 1993, Rotana Hotels has quickly grown to become one of the leading hotel groups in the Middle East and Africa.

As in other parts of the world, travelers in the Middle East and Africa consult their social networks and online reviews for hotel recommendations. This is increasingly taking place on smartphones and other mobile devices.

Rotana was concerned that it was not moving quickly enough to keep up with its guests’ technology demands. Its guest satisfaction program was based on paper comment cards, and only a small portion of their guests actually completed the surveys. Opportunities to generate online reviews and bookings were being missed, and word-of-mouth promotion through social networks was limited.

Clarabridge

Solutions

Working with Clarabridge, Rotana moved their survey program to online and mobile platforms. They have created personalized rules-based surveys that are customized to each guest’s stay.

Results

Guest satisfaction has improved from 81.7 to 89.2, with Likelihood to Recommend scores rising from 66.8% to 72.%. Survey response rates have improved dramatically, with 80% of Rotana guests now completing guest surveys.