FHS World, 30 SEP - 02 OCT 2024 Madinat Jumeirah, Dubai, is the hospitality industry’s platform to invest in its future. It is a premium platform for investors, hotel owners and operators in the hospitality industry to connect, network and drive the future of hospitality.BTN caught up with Philip Barnes, Rotana CEO

BTN: What are the most important aspects and priorities on which to focus when it comes to hospitality investment in order to get the best ROI?

PB: A prime location with high demand and growth potential is crucial. When finalising on a hotel opportunity, we also pay close attention to our amenity and service offering. Unique, high-quality amenities and services play a significant role in determining how the property will stand out amongst local competition, while also enhancing guest satisfaction. Hotel leadership must pay attention to customers’ evolving preferences, market trends, and industry innovations, and adapt accordingly to stay ahead of the curve.

BTN: What is your outlook for the hospitality industry in the UAE and wider Middle East region for the rest of the year and in 2025?

PB: The hospitality industry in the region is thriving and is undoubtedly poised for continued growth in 2024 and beyond.

Saudi Arabia, specifically, is developing at a phenomenal pace. This year, we already announced openings for Al Manakha Rotana in Madinah and Dar Rayhaan by Rotana in Al Khobar. Nova M Hotel Olaya Riyadh, our first Edge by Rotana property in the Kingdom, opened its doors on August 31st. Looking further ahead, Rotana plans to launch 9 new properties in the Kingdom of Saudi Arabia (KSA) over the next four years, doubling its key count in the country to over 4,236.

Additionally, the MICE sector continues to draw travellers to the region as it continues to host major sporting events, international trade exhibitions, and summits. Across our hotels, we are witnessing a continued uptick in “bleisure” travel, with guests extending or combining their stays to accommodate business trips.

BTN: More and more people are looking for sustainable accommodation when they travel.  What ESG measures is your organisation taking to not only meet government directives but also to attract – and retain – green-thinking guests?

PB: Rotana is deeply committed to offering its guests and eco-minded travellers an attractive, sustainable stay, and we have introduced several initiatives across our properties to this end.

Rotana signed an agreement with the National Food Loss and Waste Initiative, Ne’ma, to embrace food loss and waste reduction as a top priority, in alignment with the UAE’s aim to cut food loss and waste by 50% by 2030.
We then partnered with Chef’s Eye, an intuitive food-waste measurement technology, to help reduce food waste. In Q1 2024, Chef’s Eye helped reduce our food waste by an average of 25 grams per cover. This includes a 22% reduction in production waste, a 15% drop in buffet waste, and a 63% decrease in plated meal waste.
We also implemented new sustainable and locally sourced breakfast offerings across our UAE properties. Sourced from organic and local farms, the new breakfast offering is crafted with guests’ health and well-being in mind.
In addition, Rotana has a dedicated plan in place to reduce energy, water, gas, and electricity consumption. This includes the installation of solar panels, LED lighting, and motion sensors at select hotels. To reduce water waste, we have introduced water-saving features including restrictors, dual-flush toilets, and a towel reuse program. One of our key initiatives is a ware-washing program, which reduces packaging waste by 80%, decreases water and energy consumption, and increases the reuse of linen by up to 20%.

This ongoing emphasis on sustainability enabled us to reduce our CO2 emission by 16% per occupied room in 2023, compared to 2022. Across our properties,
recyclables increased by 20%, while waste was reduced by 6% over the same period.

BTN: Tech, smart systems and AI are playing an increasingly important role in our industry.  But are we not in danger of losing the personal, interactive experience that only face-to-face contact can bring?  How are you balancing embracing new technology while maintaining the personal touch? 

PB: Technology has become integral to our industry and is revolutionising how guests travel. From online bookings to mobile check-ins and enhanced data, technology allows us to gain valuable insights into consumer behaviour and preferences, thus allowing us to stay updated on market trends and tailoring our offerings accordingly.

In 2022, we partnered with Thynk.Cloud to simplify and automate sales, operations, decision-making, and data management for our hotels. The technology allows us to streamline operations and make better data-driven decisions that are optimised for each hotel, leading to cost savings, increased efficiency, and an overall improved guest experience. 

Throughout it all, we aim to ensure our staff remains central to the guest experience, providing warmth and personalised attention that technology alone cannot replicate. This balance allows us to deliver exceptional service that meets contemporary expectations without losing the personal touch.
 
BTN: FHS World is bigger than ever this year, with expanded exhibition space, more insight, discussion and debate, and new features.  What aspects are you most looking forward to and what do you hope to take away from the event?

PB: We’re excited to be returning to FHS World and reconnecting with industry leaders and peers to explore the latest market insights and developments. FHS World offers the perfect opportunity for us to stay updated on industry trends, network with key stakeholders, and identify new opportunities for growth and collaboration.