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Emaar Hospitality puts the spotlight on guest experiences

Emaar Hospitality Group has launched an innovative service culture programme. The new service culture programme is based on ‘Reverse Thinking’ approach, developed by Performance Solutions, which focuses on desired guest experience for determining optimal staff behaviour, working climate and leadership.

The programme aims to transform every touch point of a guest journey into a lifestyle experience.

The three hotel brands operated by Emaar Hospitality Group will adopt the new ‘service culture programme’ which focuses on employees too. This includes a series of workshops and training sessions to inculcate ‘service mindset’ further. On the business level, the programme is expected not only to build guest loyalty but also drive long-term value creation.

This is underlined research by Bain & Company states that while 80% of companies surveyed believed they deliver a ‘superior experience’ to customers, only eight percent of customers agreed to it. This ‘experience gap’ between the service provider and customers is being addressed through Reverse Thinking.

As part of the programme, Emaar Hospitality Group will roll out a collaborative experiential approach – both internally and externally – and empower staff to make decisions around those experiences.  A seven-phase programme would involve training sessions both practical and insightful learning. The programme also provides freedom to act upon guest nuances and insights relevant to each context.

During the rollout of the programme that covers 18 months, all Emaar Hospitality Group employees will live and experience a ‘Guest Experience Blueprint’ at different levels through several experiential trainings, activities and workshops, executed by trained internal ‘Brand Experience Coaches’.