Dubai Tourism has unveiled a third-party research report on the digital maturity of hotels in the emirate, with the objective of further improving the competitiveness of the travel and tourism industry.

The report was commissioned by Dubai Tourism as part of its on-going commitment to facilitate and promote disruptive technology as set out by the government’s 10x Initiative, with research carried out by leading management consultancy InsightsOut, specialists in the hospitality and service industries.

Findings showed that 80% of hotel searches and 60% of travel searches in the Middle East and North Africa (MENA region) are made using mobile phones, demonstrating the importance of a digital, social and mobile first strategy when designing booking platforms.

With digital maturity a hugely significant factor in tapping into today’s generation of technologically advanced travellers, the report aims to equip hotels with the relevant analysis in order to identify areas for further improvement, as well as the best tools to use during implementation.

Participants at one of the DTCM Revenue Management

The research carried out a digital maturity assessment across all classifications of hotels in Dubai, using leading competitive cites around the world as a benchmark. The results revealed that 83% of hotels currently have an internet booking tool, with 78% already implementing a digital marketing strategy, reinforcing the industry’s increasing online presence.

Whilst 63% of properties already offer digital guest surveys to improve their service, the report highlighted customer relation management (CRM) as an area for further development with 21% currently operating the process.

Further results showed the positive revenue impact that increased digital maturity will have on hotels and the wider destination, empowering stakeholders to offer personalised, timely and differentiated customer service experiences - these features were identified as top priorities for the modern-day global traveller, with 86% of consumers preferring personalised communication in emails; 84% seeking recommendations based on their visit history; and 81% looking for geo-targeted offers and services.

The report also highlighted the most suitable digital technology stack for each classification of hotel including a self-assessment tool, providing the industry with additional comprehensive guest insights and performance analytics that will enable hotels to further build on their individual guest profiles with the ultimate aim of offering even more dynamic customisation.