The Pan-African hotel group ONOMO is accelerating its innovation strategy by modernising its guest journey through the full digitalisation of its operations. With a presence in 13 countries and a network of 23 properties ranging from midscale to upscale, ONOMO has established itself as a key player in the African hotel industry, dedicated to offering every guest a seamless, consistent and truly personalised experience.
As part of this dynamic, the group has partnered with D-EDGE Hospitality Solutions, a global leader in customer relationship management (CRM) and digital distribution. This strategic partnership marks a new stage in ONOMO’s transformation, aligning itself with international standards while strengthening its brand identity and guest loyalty.
A powerful brand, a unified experience
By harmonising the guest journey across all its properties, ONOMO is strengthening its brand consistency and recognition. The objective is clear: to ensure every guest, whether staying in Dakar, Abidjan, Kigali, or Casablanca, receives the same quality of welcome, comfort, and service. This consistent experience promotes loyalty and positions ONOMO as the continent’s leading hotel brand.
Digitalisation at the heart of the guest journey
Leveraging the D-EDGE CRM platform (formerly LoungeUp), ONOMO is deploying a 100% connected guest journey:
- Automated and personalised communications before, during, and after the stay via email or WhatsApp.
- Intuitive Guest App allowing guests to book services, interact with reception, or discover current offers directly from their phone.
- Digital marketing tools (Digital Media) developed with D-EDGE to enhance online visibility and attract new guests through targeted campaigns.
“For a hotel group, a tool specialised in multi-site management is essential. The rollout across our twenty-three properties was seamless, and we are confident in D-EDGE CRM to offer a modern and scalable guest journey, as well as to support our planned development,” highlights Julien Renaud, CEO of ONOMO.
Multilingual, multi-currency management tailored for Africa
D-EDGE CRM provides a unified view of guests across the entire ONOMO network. Each establishment can now recognise and warmly welcome guests who have previously stayed at another hotel in the group, even if only for a meal or an event.
The platform consolidates performance reports in a single currency, while automatically integrating exchange rates at check-out, thus simplifying operations management in a multilingual and multi-currency environment that is compliant with current regulations regarding the management and security of personal data.
A modern, interconnected infrastructure
At the heart of this transformation, the interconnection of IT tools plays a crucial role. ONOMO Hotels has set up a technological ecosystem that connects D-EDGE (CRM and online distribution) to the PMS (Property Management System) and the Wi-Fi infrastructure.
Guest information is centralised and transmitted to their internal dashboard, ensuring smooth and efficient management from booking to departure. This modern infrastructure ensures a seamless and smooth guest experience at every touchpoint.
Capturing and retaining all audiences
ONOMO is also developing an innovative strategy to capture and engage non-resident guests, including restaurant visitors, event attendees, and users of the hotel’s Wi-Fi.
Their contact information is integrated into the CRM to offer them exclusive deals and strengthen their connection to the brand. This approach diversifies revenue streams and maximises the value of ONOMO Hotels’ many living spaces.
A first step towards large-scale loyalty
This digital transformation marks the beginning of an ambitious loyalty strategy. By placing technology at the service of people, ONOMO affirms its desire to offer modern, inclusive and connected Pan-African hospitality.
By combining innovation, consistency and cultural roots, ONOMO confirms its position as a pioneer of a new generation of African hotels: open to the world, driven by technology and deeply rooted in the continent’s way of life.
About ONOMO
Since its foundation in 2009, the Onomo Group has established itself as the leader in Pan-African lifestyle hotels. Comprising three brands (Onomo Hotels, Onomo Allure and Onomo Collection) offering a wide range of midscale to upscale accommodation, as well as restaurant brands, the group has experienced remarkable growth, expanding to 23 establishments across 13 different countries, where it offers a unique experience combining modern comfort and African authenticity.
Onomo embodies an authentic and holistic lifestyle, drawing on local traditions while embracing influences from around the world. From hotels to gastronomy, the brand encompasses all aspects of the art of living and creates spaces where African cultures shine. These dynamic places, in tune with contemporary aspirations, offer travellers in search of authenticity an ideal setting to meet and share moments of conviviality.
About D-EDGE
D-EDGE is a SaaS company offering leading-edge cloud-based e-commerce solutions to more than 17,000 hotels in over 150 countries.
Combining technical excellence with digital marketing expertise, D-EDGE brings a holistic hospitality technology infrastructure under one roof. The integrated range of solutions covers all stages of hotel distribution which encompasses CRS (Central Reservation System), CRM (Customer Relationship Management), Data Intelligence, Connectivity Hub, Digital Media, and Website Creation.
With a team of 500 experts located in over 25 countries, D-EDGE provides localised support, services, and tools. With its global network of 550+ partners, D-EDGE’s ever-expanding ecosystem is a positive place to do business and grow. D-EDGE is a subsidiary of Accor, a world-leading hospitality group consisting of more than 5,700 properties and 10,000 food and beverage venues throughout 110 countries.
