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FORM Hotel Dubai prepares for launch

FORM Hotel Dubai is preparing for its launch next month, when Smartotels Hospitality International Limited opens its flagship property. The new technology-driven design concept hotel will be showcased in the up-and-coming neighborhood of Al Jadaf and Culture Village.

Founder, Tarek M Daouk said: “We announced our intention to bring a technology-driven design hotel concept to the UAE precisely one year ago. Today, we’re delighted to be able to confirm that we will be delivering this landmark project to guests both on time and under budget. We believe Dubai’s maturing hotel market is now prepared to welcome a creative hotel offering like ours, and that it is the ideal time to deliver FORM, a novel and design-focused boutique hotel aimed at forward-thinking travelers.”

The brand aims to welcome the hyper-connected, hybrid traveler by empowering them to customize their personal journey via integrated brand obsessions, further enhanced by a range of curated add-on services, amenities and experiences. Guest journeys are punctuated by FORM’s five essential built-in offers: a custom-crafted bed, walk-in high-pressure rain shower, complimentary high-speed WiFi, 49-inch HDTV with Google Chromecast, and a complimentary balanced breakfast.

FORM will also provide a range of add-on features varying from private yoga sessions, designer pajamas, and sneaker cleaning kits to curated art and foodie tours.

FORM Hotel integrates advanced middleware HotOIL

In a smart move, FORM Hotel has announced integration of an advanced proprietary enterprise application system – HotOIL (Hotel Operational Intelligence Layer).

The system is designed and developed by Smartotels with MKG Group. FORM’s concept is based on a retail operational model of customization and personalization. The brand will use the middleware tool integrating new and high-value operations workflow algorithms enabling data-driven decisions to deliver to guests and investors; the system boosts Gross Operating Profit (GOP) by up to 10%.

“The hospitality industry is at a turning point,” explained founder and managing partner of Smartotels, Tarek M Daouk. “At a time when GOP margins are under stress, staying competitive in today’s market is not about being ‘bigger’ or more renowned as a brand; it is about knowing what to offer and how to deliver value to customers. We have introduced a retail operating model into the hospitality space to create an experience befitting today’s novel consumer. The system allows FORM Hotel to engage with its hotel guests throughout their stay by delivering a captivating user experience both at the hotel and within the guest’s digital space before, during, and after their stay.”

Hotels are typically equipped with multiple systems that operate autonomously creating gaps between service delivery and operations. The HotOIL is a system that fills these operational gaps by bridging communication flows between mutually-interacting software applications enabling data optimization, efficient workflow management, and systems agility using one central interface to pilot both the guest experience and operations. This connection between front- and back-end systems facilitates real-time data generation allowing FORM to make informed decisions while maintaining cost control and offering a new level of service personalization and efficiency.

Daouk concluded saying: “There is room for new brands competing in our industry, if you understand what foundational changes are. Hospitality is not only an art but also a science. Technology innovation will soon become the new standard where making data-driven decisions is no longer a ‘nice to have’, rather a necessity.”