Jumeirah signs on SoftBrands

SoftBrands has entered into a business partnership with Dubai-based Jumeirah to install SoftBrands’ Core Central Reservation System, Epitome Business Intelligence and Epitome Property Management System in properties in Dubai and around the world.

Jumeirah properties are regarded as the world’s most luxurious and innovative and have won numerous prestigious international travel and tourism awards. Jumeirah currently manages luxury hotels and resorts in three of the world’s most exciting destinations; Dubai, London and New York, and is well underway to achieve its ambitious expansion plans to grow its portfolio to 40 luxury hotels by the end of 2009. The group’s portfolio of luxury hotels includes the renowned Burj-Al-Arab, the world’s most luxurious hotel; multi-award winning Jumeirah Beach Hotel; Jumeirah Emirates Towers; Madinat Jumeirah; Jumeirah Bab Al Shams Desert Resort & Spa in Dubai; Jumeirah Essex House, one of New York’s most prominent and historic luxury hotels; the Jumeirah Carlton Tower; and Jumeirah Lowndes Hotel in London.

“We went through a very comprehensive, in-depth and competitive evaluation process with various hospitality vendors,” said Guy Crawford, Chief Operating Officer for Jumeirah Group. “SoftBrands’ prevailed as our choice because of its innovative technology, which offers flexibility, scalability as well as ease of deployment to support our worldwide business operations and growth. Importantly, SoftBrands has demonstrated a clear understanding of our global business needs and are willing to partner with us in achieving our future business growth plan.”

Crawford added, “Through the deployment of this new web-based technology we will be able to further enhance the personalised customer experience within our hotels whilst at the same time securing a more cost effective distribution platform for our hotel inventory.”

“I credit the process Jumeriah undertook to select SoftBrands as their next-generation technology supplier as the most rigorous and comprehensive I have ever participated in during my 18 years as a consultant,” commented Ted Horner, Managing Director, E Horner & Associates Pty Ltd. “Another important element in the decision was the involvement of senior management across the group, and with this level of ownership, it augurs well as the rollout commences in 2007.”


Jumeirah will automate their operations with the Epitome Property Management System and Core Central Reservation System. The Epitome Business Intelligence solution will gather, analyze and distribute information to management across Jumeirah’s global operations. When deployment of the systems is completed, the group will have easy access to centralized information, thereby enabling near real time monitoring of the properties performance to make pro-active decisions that will impact revenue respond quickly to the rapidly changing marketplace.

“We are honoured to have been selected by Jumeirah and Dubai Holding to provide next-generation technology that will play a central role in Jumeirah’s global growth plans. Together Epitome PMS, Epitome BI and Core CRS offer a complete solution that will help increase operational efficiency, improve guest service and increase yields,” said Harbans Singh, Softbrands, President, Hospitality, Asia Pacific. “With the centralized database, Jumeriah can now better manage guests, rates and availability.”