Qatar’s hospitality and tourism sectors are booming due to a combination of factors including the rising popularity of Middle Eastern nations as hosts for international mega events such as the World Expo 2020 and more specifically the 2022 FIFA World Cup to be held in Qatar.
The hotel and restaurant sector grew 9.3% in 2015 despite the economic impact of the slowing hydrocarbon sector, with hotel room demand growing at around 11% in recent years along with a supply increase of 6.5%. Overall, in 2015 there were more than 41 new hotels and 11,600 new hotel rooms already in the construction pipeline with more projects in the strategic planning phases.
This rapid and sustained growth is being encouraged by the Qatari Government’s long-term economic expansion goals which have been outlined in the Qatar Vision 2030 National Tourism Sector Strategy. Vision 2030 aims to: “…help advance the tourism industry in Qatar through a series of well-defined plans, programmes, projects, and policies that were developed according to international best practices and following a nation-wide consultative process.”
Crucially, the plans and projects in support of Vision 2030 will not only seek to increase the supply of hotel rooms and hospitality locations, they are also embracing the latest hotel technology trends in order to provide guests the most enjoyable and memorable experiences possible. Local and international hotel groups operating in Qatar are investing heavily in implementing a vast range of exciting new hospitality-targeted technologies that will help them achieve operational costs savings as well as lasting customer satisfaction.
Latest technologies
Recent global hospitality surveys record a rapid spike in hotel guest expectations as they require more convenient and impressive technological means of interacting with their hotel environment. One such survey suggests that 54% of hotels will invest more heavily in technology in 2016, as they anticipate the increasingly sophisticated needs of their guests.
The following are just some of the key hospitality technologies that are beginning to impact on the Qatar tourism sector in a significant way. Each technology helps the hotel implementing it to improve the security, convenience and/or satisfaction of their visitors:
Digital Concierges: Major international hotel chains such as Marriott, Intercontinental and Ritz-Carlton have started a global roll-out of digital concierges that put service requests (everything from airport pickups to extra towels) in the palm of guests’ hands. Marriott utilises its existing rewards app to give guests an intuitive concierge platform that lets them choose and arrange any of the hotel’s offered services using just their smartphone. This popular trend has been in development for the last five years and with more hotel chains in Qatar now utilising their own bespoke apps it will become much more ubiquitous in the next few years.
Robotic Butlers: The concept of utilising robots for hotel room service has advanced to the point where early adopters like Starwood Hotels and Resorts has started using units in a pilot scheme in a number of their California hotels, with a view to implementing them in the Middle East and other territories in the near future. Robotic butlers can be programmed to deliver food, beverages and personalised messages to hotel rooms with 24-hour coverage that is both fast and accurate.
Complete In-room Conditions Control: Delivering an optimal guest experience requires hotels to give their guests as much control over their environment as possible in order to let them achieve their preferred conditions. Qatar’s home-grown telecoms provider, Ooredoo recently demonstrated how its ‘Smart Hospitality’ suite utilises PTV, smart WiFi, cloud-based and Push-to-Talk technologies to give guests complete in-room conditions control.
Fingerprint Locks (FPL) and Keyless Entry Systems: Hotel room plastic keycards and metal keys may soon be relegated to the past as new mobile-based keyless guestroom entry systems and FPL technologies combine security with convenience in a more seamless manner than ever before. Guests can simply use their scanned index finger or a secure smartphone app to gain entry to their room, while the more traditional magnetic strip-based key card will also still be offered.
Starwood has already retrofitted 30,000 of its hotel room doors in 150 hotels worldwide in order to incorporate its own bespoke keyless entry system. Starwood’s W Hotels branch made its debut in the Middle East in 2009 with W Doha Hotel and Residences in Qatar and recently expanded to Dubai where its new hotel also features keyless room doorss.
Infrared Body Scanners: One of the top hotel guest complaints is housekeeping interruptions, which has led to the design of the high-tech solution of utilising infrared body scanners to detect body heat. If the scanner detects that the guest is inside the room, it notifies the hotel staff outside the door, informing them to move on and check in again later, ensuring that guests are never disturbed.
Energy conservation methods: Ecotourism is a fast-growing trend in the Middle East as energy and water conservation becomes an increasingly hot-button issue. Hotel companies in Qatar are turning to more technological means to make their operations greener and more ecologically sustainable. Methods range from the use of more efficient LED lighting solutions and maximising natural light, to more significant energy savers including solar-panelled building facades and water efficient shower heads and toilets.
Construction and renovation projects
With dozens of new high-end hotels being built in preparation for 2022 FIFA World Cup and other world-class events, along with major renovations to existing 5-star hotels in Qatar, these hospitality technologies are in higher demand than ever as hotel operators aim to impress. This means that Qatar will present technology solutions providers with heightened opportunities for years to come as the hospitality and tourism sectors transition into the high-tech hotel environment that is becoming the international standard.
The Celebration Park
Location: Ad-Dawhah Municipality, Doha, Qatar
Project investment: $225 million
Key stakeholders: Peddle Thorp Architects ( Design Architect), MACE/EC Harris JV (PMC), Ashghal
Project Initiation date: Q1 2015
Estimated Project Completion: Q3 2018
Project details: Qatar’s public works authority Ashghal greenlit The Celebration Park as part of the Vision 2030 aim to develop a greater mix of sports, cultural, business and residential developments on the south side of the capital. The 740,000m2 development area will include a theme park, aquarium, a range of support facilities and a number of hotels that are being designed to fully integrate with the theme park with transport links and technological conveniences.[12]
Hilton Salwa Beach Resort & Villas
Location: Salwa Beach, Qatar
Project investment: $200 million
Key stakeholders: Hilton Worldwide, Al Rayyan Hospitality
Project Initiation date: Q2 2016
Estimated Project Completion: Q2 2018
Project details: Located approximately 60 miles from Doha, the Hilton Salwa Beach Resort & Villas, Qatar will be the centrepiece of the planned 257-acre waterfront resort, making it the largest beach resort in the Middle East. Plans also include a waterpark, a luxury marina and yacht club, a dive centre, cinemas and a variety of premier retail shopping options and restaurants.[13]
Comprehensive digital services will be offered to guests via a bespoke app for the resort and the project’s stakeholders have alluded to the resort’s integration of a range of advanced hospitality technologies.
“We are extremely proud to introduce this landmark property, the biggest resort hotel of its kind in the region and an outstanding addition to our expanding portfolio. Today’s signing reflects Hilton Worldwide’s famous pioneering spirit as we set a new benchmark in resort accommodation in Qatar and create a new destination for the Middle East.” – Rudi Jagersbacher, President, Hilton Worldwide Middle East & Africa
Starwood Luxury Collection Hotel
Location: Lusail, Qatar
Project investment: Undisclosed
Key stakeholders: Starwood
Project Initiation date: Q1 2016
Estimated Project Completion: Late 2018
Project details: Along with Le Méridien, Starwood’s two new luxury hotels will add 650 rooms to Lusail City’s hospitality supply side. Since Lusail is being marketed at Qatar’s “City of the Future” that will showcase the technologically advanced nature of the country during the opening and closing ceremonies of the 2022 FIFA WORLD CUP QATAR™, innovative guest-centric technologies will be a prime selling point for both hotels.[14]
Starwood Le Méridien Hotel
Location: Lusail, Qatar
Project investment: Undisclosed
Key stakeholders: Starwood
Project Initiation date: Q1 2016
Estimated Project Completion: Late 2018
Project details: This will be Starwood’s second property from the Parisian-born brand in Qatar and it will feature a variety of high-tech signature features such as Le Méridien Hub: an innovative reinterpretation of the traditional hotel lobby that will provide its guests with a full suite of digital concierge services offerings.[15]
Ritz Carlton Doha Renovation Project
Location: Doha, Qatar
Project investment: Undisclosed
Key stakeholders: Ritz Carlton
Project Initiation date: September 2015
Estimated Project Completion: Phase 1 in mid 2016, Phase 2 in mid 2017
Project details: As Qatar’s hospitality sector widens with the construction of an increasing rage of completely new and technologically advanced newcomers, many existing hotels have felt the need to modernise their look and services rather than simply rely on their iconic status. The Ritz Carlton Doha is following this strategy with a comprehensive two-phase renovation which involves re-imaging and modernising 374 guestrooms, the spa, the VIP club lounge and a number of hotel facilities to include greater technological interactions and convenience for guests.[16]
“The Ritz Carlton is much more than just a hotel; we are thrilled to provide our local guests as well as affluent travellers an escape to where iconic design and modern luxury set the stage for exclusive facilities, one-of-a-kind experiences, and memories that lasts a lifetime.”
“The guestrooms will introduce warm colours, textiles and prints incorporating floor parquetry, lightly hued paint colours, plush rugs and drapery, new contemporary furnishing, and latest state-of-the-art technology.” – Ritz Carlton Doha, General Manager, Erden Kendigelen[17]
Next generation hospitality environments
As Qatar’s hospitality sector expands in accordance with increasing international and domestic demand, hotels are being designed to become smarter, not just bigger and more numerous. While hotel room supply is a key factor for hotelier companies to consider during construction and renovation projects, the overall customer experience is a more nuanced consideration with greater long-term importance. As such, hotel companies are taking a comprehensive approach to satisfying the current expectations and requirements of a digitally empowered consumer audience, leading to their increasing investments in hospitality-centric technologies.
As the sector prepares for Qatar’s bright future of attracting greater levels of international and regional tourism through mega-events and initiatives, the hotel landscape is rapidly becoming a more high-tech environment where customer service meets operational expediency.
Produced by IQPC in Association with the Hotel technology Conference taking place in October 2016 in Doha, Qatar
