Orascom Hotels Management has long been a player in the luxury hospitality space, but its latest digital transformation has propelled it to the forefront of innovation. By rethinking the guest journey from the ground up, Orascom has successfully modernized its operations while delivering a seamless, hyper-personalized experience. The results? Faster check-ins, frictionless service, and a measurable impact on both guest satisfaction and operational efficiency.
A Radical Rethink of Guest Interactions
Unlike many hoteliers that simply transfer legacy processes to the cloud, Orascom took a different approach—starting fresh. During design workshops, all key stakeholders were encouraged to forget existing processes and instead envision the ideal guest experience. This led to the elimination, combination, or automation of 30 redundant workflows, significantly increasing efficiency.
Key to this transformation was the introduction of “Experience Ambassadors,” a dedicated concierge-style role that replaces traditional front-desk agents. Orascom partnered with Oracle Hospitality to implement a cloud-based property management system that allows these ambassadors to handle check-ins seamlessly via mobile devices. Upon arrival, guests are greeted personally and escorted directly to their rooms, with room cards, payment processing, and in-room technology introductions handled in a matter of seconds. This integration has significantly reduced wait times while enhancing the overall guest experience.
Beyond check-in, these Experience Ambassadors serve as personal concierges throughout the guest’s stay. Each ambassador provides guests with a business card featuring a QR code linked to WhatsApp, ensuring 24/7 direct communication. Whether it’s ordering room service, booking a dinner reservation, or arranging private excursions, guests have one consistent point of contact. This approach not only enhances convenience but fosters a stronger connection between staff and visitors.
Data-Driven Personalization at Scale
Orascom’s reinvention of the guest experience is powered by intelligent data management, made possible through Oracle’s hospitality solutions. Guest preferences—including room service orders, dietary restrictions, and amenity requests—are logged and stored, allowing for a more tailored experience across multiple stays. Whether at an Orascom property in Egypt, Oman, or Montenegro, repeat guests can expect a level of service that feels bespoke and intuitive.
Even the departure process has been transformed. Guests leave with highly personalized parting gifts—perhaps a recipe from a favorite dish they enjoyed or a photo collage of their trip—further reinforcing brand loyalty and memorable experiences. And guests have certainly noticed, with Orascom reporting a surge in positive online reviews and Experience Ambassador tips increasing by 35%.
Measurable Impact on Operations
While the guest-facing elements of Orascom’s transformation are impressive, the operational efficiencies achieved are equally striking:
- Process time reductions of up to 90% across multiple functions, thanks to Oracle’s automation capabilities.
- Call handling times dropped by 60%, freeing up staff for more high-touch interactions.
- Importing rooming lists became 99% faster, accelerating group check-in processes.
- External vendor distribution fees were cut by 90%, significantly reducing costs.
In an industry where success is measured in both guest satisfaction and bottom-line impact, Orascom has struck a balance that few have achieved. By eliminating redundant processes, shifting to a mobile-first approach, and embracing a data-driven hospitality model powered by Oracle, the company has not only enhanced service delivery but also improved profitability.
A Blueprint for the Future
Orascom’s journey serves as a blueprint for the next generation of hospitality innovation. While cloud adoption is increasingly common, the true differentiator lies in how it is leveraged. The company’s ability to integrate technology—through strategic partnerships like those with Oracle—without compromising the warmth of hospitality is a lesson for the industry at large.
As guest expectations continue to evolve, the brands that thrive will be those that prioritize both efficiency and personalization. Orascom has proven that the two are not mutually exclusive—rather, they are essential components of the modern hotel experience. With this transformation, Orascom has not only redefined what’s possible but has set a new benchmark for the guest experience of the future.
